News Briefs for July 28, 2025
July 28, 2025•Napa Valley-based Shafer Vineyards has appointed Christopher Avery as CEO. Avery’s previous industry roles have included president of Darioush, executive vice president of global sales and trade marketing for Daou Family Estates, president of Patrimony Estate, and vice president of sales and marketing at Opus One. Based in Napa’s Stags Leap District. Shafer was acquired by Korean luxury firm Shinsegae Property for a reported $250 million in 2022. The winery has 240 acres of vineyards and produces 30,000 cases annually.
•Tilray Brands-owned Breckenridge Distillery has expanded into Tequila, launching the Casa Breck brand. Produced at Tequilera De Los Altos Casa Loy in Jalisco, Mexico, Casa Breck is debuting with Blanco and Reposado expressions. Forthcoming Añejo and Extra Añejo Tequilas are currently maturing in Mexico, with the brand’s aged expressions maturing in Breckenridge Distillery whiskey barrels. Casa Breck Blanco retails at $33-$35 and the Reposado is at $38-$40. Along with Breckenridge, Tilray operates in the beverage alcohol industry with brands like Blue Point Brewing, SweetWater Brewing, Montauk Brewing, and Shock Top, among others. It’s best known for its Canadian cannabis business, and also recently introduced hemp THC drinks in the U.S.
•Gérard Perse, owner of Bordeaux wineries Château Pavie and Château Monbousquet, as well as the St.-Emilion luxury hotel Hotel du Pavie, died July 19 at the age of 75 from cancer. When he bought Pavie in 1998, it enjoyed one of the finest locations in St.-Emilion, with vineyards on the limestone slopes just outside of town. But it had been neglected. Perse worked relentlessly to elevate its wines and have it recognized as one of the top wineries in the appellation. Through his hospitality business, he also made St.-Emilion a top destination for wine lovers. Wine Spectator has more on Perse’s life and career.
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