The real challenges are SKU proliferation and a negative narrative that misses the bigger picture. Much of the coverage emphasizes doom and gloom when the reality is more nuanced. It’s not just one headwind. A new generation of consumers is curious and eager to learn, but they are digital natives who prefer self-directed exploration. For marketers, that means moving from a world of two channels, television and print, to hundreds of digital touchpoints. It is more complex than ever, but it is also the most exciting opportunity we have had to connect with the next generation of wine drinkers.

SND: What are the top priorities within the Jackson Family Wines portfolio from a brand perspective?

Tigner: Our top priority remains expanding distribution and increasing points of availability. Having our wines accessible is the foundation for trial and ultimately long-term loyalty.

We are also investing significantly in how we show up beyond traditional retail. A great example is our partnership with the NBA for Kendall-Jackson and the WNBA with La Crema. These partnerships are helping us reach younger, more diverse consumers through experiences that matter to them, whether it is being present courtside at marquee moments like the NBA Draft, Finals, and All-Star Weekend, or through Kendall-Jackson wine bars inside arenas across the country. Together, these touchpoints create opportunities for immediate trial and deliver tangible value for our distributor partners through incremental sales.

Looking ahead, we are focused on protecting and growing our core brands while also leaning into innovation, digital engagement, and new categories that meet evolving consumer tastes. For us, tradition and innovation work together to keep our portfolio relevant for the future.

SND: Jackson Family recently entered Champagne with Henriot, launched Passerelles from the Loire Valley, and is also active in Bourbon with Stonestreet. How are the early efforts on those brands?

Tigner: Henriot has exceeded our expectations and reinforced the strength of Champagne as a global luxury category. Stonestreet Bourbon launched earlier this year in select markets with limited volume, and the early response has been outstanding. We will expand nationally in 2026. Both efforts give us the ability to offer customers a broader luxury experience while staying true to our values of authenticity, craftsmanship, and quality.

SND: Are there any other gaps in the portfolio you’re looking to fill, whether through acquisition or innovation?

Tigner: Aromatic whites and blended whites represent important growth opportunities. We are leaning into innovation with new offerings such as Unsanctioned, a Pinot Grigio and light-style Pinot Noir from Oregon, Kendall-Jackson’s new Chenin Blanc and Brut Sparkling, Matanzas Creek Chenin Blanc, Copain Daybreak White Blend from Sonoma County, and Bootleg Cabernet Sauvignon from Paso Robles.

We are also expanding internationally. Giant Steps in Australia is launching a new tier called Circle of Fifths, sourced from our Yarra Valley vineyards, and in the UK we are introducing both still and sparkling wines. These expansions allow us to diversify our portfolio not only by varietal but also by style and region, giving consumers more options that fit their lifestyles and pair with a wider range of foods and occasions.

Another area of focus is the growing demand for low-alcohol wines. We began with Kendall-Jackson Light, starting with Chardonnay and then expanding into Sauvignon Blanc and Rosé. Building on that success, La Crema will introduce a low-alcohol Pinot Noir in January 2026, strengthening our offering in this important segment.

We’ll have more with Rick Tigner in the second part of this interview.