Now, of course, we’re always going to look at new opportunities. Mike will bring a fresh perspective where we see something that could be strategic and correct for the organization. We certainly won’t hesitate if we find something that’s the right fit. We think that Deutsch Family Wine & Spirits is uniquely positioned to partner with other family-owned businesses, and we’ve got a pretty good track record with that with brands like Gray Whale and Cantera Negra, and also The Calling—my partnership with sports broadcaster Jim Nantz. So we’ll keep our eyes open.

SND: The landscape for wine and spirits has been challenging. How does Deutsch plan to attack the market over the coming year and drive further growth for Josh Cellars and other brands?

Deutsch: Despite the wine and spirits industry seeing decline over the past couple of years, we continue to buck trends and drive growth for our key brands, including Josh, The Crossings from New Zealand, and even Yellow Tail. Last January, the Josh Cellars brand went viral online, which gave us a chance to explore a more playful and lighthearted tone on our own channels with our targeted consumer. In addition, we continue to innovate, and earlier this month we introduced a few test markets with Josh Cellars Non-Alcoholic Sparkling, tapping into the low-abv and non-alcoholic category. We’ve seen growth of nearly 50% in that category as millennials and other consumers increasingly seek alternatives for occasions like Dry January and beyond.

On Yellow Tail, we’ve launched Honest Labels, a limited edition series of easy to understand labels on Pinot Grigio, Sauvignon Blanc, Moscato, and Cabernet, which are meant to make wine more enjoyable and fun. We’ve innovated with Yellow Tail Pure Bright in the better-for-you segment. On the spirits side with Redemption, Bib & Tucker, Gray Whale, and Cantera Negra, we’ve been focused on creating exciting new digital campaigns and more brand storytelling through influencers and partnerships like the one that Bib & Tucker’s done with Big Green Egg grills. As a result of that partnership, we’re able to offer something unique to retailers and attract BBQ enthusiasts to the brand. So we’re thinking outside the box, adjusting to the environment, and finding creative ways to drive our diverse portfolio in a challenging environment.

Dee: The only thing I would add is the attention to detail that I’ve observed in my time leading up to my official start date on all the things that Peter just articulated is very impressive. This is a business that is driven by consumer interest, and Peter can attest that he’s gotten a few phone calls from me long before this idea was on the table, as I was standing in my local Publix trying to convince a consumer to try a bottle of Josh or The Calling as opposed to something else. I think understanding the business from a consumer need perspective and then figuring out how to get the best products on the shelves is what has made this company great. The organization behind it that Bill and Peter have built is the difference maker for us.

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