FIELD DISPATCH
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THE DISPATCH INTERVIEW
INSIDE THE VISION FOR THE FUTURE OF PREMIUM WINE
AN INTERVIEW WITH EDOUARD BAIJOT MW, ONE OF FIVE MASTERS OF WINE IN FRANCE
Diego: Please tell us about yourself. How did your journey lead you to become the Director of Luxury Sales for Gallo’s International BU?
Edoard: I have been working for the Gallo family for almost 23 years. I started in July 2002 as a sales representative in Brittany (NW of France), just a few days after graduating from business school I grew up in Champagne and have always been fascinated by the wine world, so it was only natural for me to pursue a career that combined my work and my passion Selling California wines in France 23 years ago was a challenge, and certainly not easy, but I learned a great deal from the experience The most important lesson I took away was that the services you provide often matter more than the product you sell The first fifteen years of my career at Gallo were primarily dedicated to retail, with a strong focus on our commercial portfolio During this time, I introduced Barefoot to the Netherlands and Belgium and successfully grew Gallo Family Vineyards to become the number one New World wine brand in France
“The most important lesson I took away was that the services you provide often matter more than the product you sell.”
As Regional Sales Manager overseeing the France and BeNeLux markets, my passion for wine led me to pursue further education through the Wine & Spirit Education Trust (WSET), where I earned my Diploma in 2010 Two years later, I embarked on the Master of Wine program, and after six and a half years of intensive work, I achieved the prestigious title of Master of Wine in February 2019 I was the eighth, and still the most recent, French MW The timing aligned perfectly with Gallo's new focus on luxury wines, and the company provided me with the opportunity to establish a new organization dedicated to premium wines in Western Europe, which later expanded to cover the EMEA region. In October 2022, I was appointed Director of Luxury –International.
D: What are the key markets for our luxury portfolio?
E: We are still in a "test and learn" approach, as luxury was not part of our culture, and it takes time to establish a selective route to market Gallo has built an incredible international distribution network during he last 30 years, but mainly to sell high-volume brands in grocery stores
For luxury, the approach is different, and, in many countries, we must start from the beginning That’s why we have to focus on key luxury markets
Our key markets in Europe are the UK, Switzerland, Sweden, and Denmark
In Asia, our luxury business is strong in South Korea, Hong Kong, and Japan In Latin America, Mexico is our core market, but we see nice growing potential in the Dominican Republic and Puerto Rico Dubai has also seen double-digit growth in our luxury portfolio over the last three years
D: What brands within our portfolio are most appreciated in your key markets?
E: All markets are unique, and the diversity of our portfolio is a strong asset in meeting the varied expectations of consumers. In emerging or growing markets such as Dubai, South Korea, or Mexico, brands like Orin Swift and Rombauer resonate well with local consumers Meanwhile, in established mature markets, new projects like Massican and The Language of Yes are favored by local gatekeepers, notably sommeliers
Our key priorities are Orin Swift, Rombauer, and Louis M Martini, and these three brands are essential for us across all markets Orin Swift holds the lion's share, but Rombauer has already become our second-largest brand and shows strong potential for growth in the coming year
D: What does a typical market visit consist of for you?
E: When I visit a market, I always have three priorities First, meet with the local team, partners, trade, and consumers. Secondly, focus on portfolio advocacy and education. Lastly, assess the potential for luxury wines and evaluate our current route to market
Having the opportunity to meet with wine consumers is always crucial, as interacting with them provides valuable insights that you may not necessarily get from your distributors Education and advocacy are also key components of my travels
Hosting masterclasses, training our team, conducting staff training sessions, and giving interviews are always part of my agenda when I visit a market
I also like to survey local stores, restaurants, and even retail stores to better understand consumer habits and assess local potential. I always look forward to visiting markets, as it allows me to connect with the consumers, and see first-hand how our products are received.
D: What are the biggest opportunities we have with our portfolio? And challenges?
E: California's diverse styles, origins, and price points are beautifully showcased in our luxury portfolio However, we must continue to educate consumers who often lean towards traditional wines
Rombauer presents our greatest volume growth potential internationally, as its style, price, and history aligns with a broad audience While Orin Swift remains our flagship, we've observed a shift away from heavy, high-alcohol reds in the past 18 months This challenge also opens doors for us to highlight our more refined and lighter offerings I see significant opportunities in 'alternative' styles like Massican and The Language of Yes, which resonate strongly with sommeliers and trade professionals
I am also strongly convinced that fine wine consumers want to discover something unique with a sense of place, an identity, and full transparency on the origin and production methods I believe in projects such as the Monte Rosso Estate, as this vineyard is unique and offers wines with personality and character When you drink a 135-year-old Zinfandel or a Cabernet Sauvignon coming from the oldest Cabernet in the state of California, you not only drink a great wine, you taste a piece of local history, and that’s exactly what consumers want Creating experiences and connecting with consumers is the biggest opportunity for luxury brands Wine enthusiasts, but also younger consumers, are looking for memorable experiences and want to better understand the wines they drink. Immersion through vineyard tours, wine
tastings, and lifestyle experiences at the winery are key to building loyalty and reaching new wine drinkers
D: How do you see the consumers of fine wine evolving? Is there anything our brand managers can do to remain relevant?
E: When I talk about California, I always highlight three key words: Innovation, Diversity, and Sustainability For me, these are the primary drivers of the California wine industry The consumers of fine wine are diverse according to the markets they come from, their culture, and their consumption habits However, there are global trends which are common almost everywhere, such as sustainability, moderation, and diversity Wine drinkers are no longer exclusive to the category
For me, being organic, or having a sustainable certification on the label, will become almost mandatory for fine wines and a prerequisite for many wine lovers Innovation is also important to reach new consumers, notably Gen Z To remain relevant, Gallo must continue to invest in sustainable practices, experiment with innovative wine styles, and ensure transparent communication about our production processes.
SIP & DISCOVER
INSIDE LUXURY HOSPITALITY
u i s e s
S e a C l o u d
A Different Approach to Cruising
The Hamburg-based Sea Cloud Cruises has deliberately chosen a different path in the industry. In an era of massive cruise ships packed with water parks and endless entertainment, Sea Cloud Cruises offers something refreshingly different an authentic sailing experience that reconnects passengers with the sea itself.
Their newest vessel, the 136passenger Sea Cloud Spirit, was designed with a philosophy that prioritizes connection to the elements over excessive amenities. It features an impressive sailing capacity with 44,132 square feet of canvas spread across 28 sails, all of which are raised entirely by hand
The 452-foot-long vessel employs a crew of 18 deckhands specifically trained in traditional rigging techniques. When wind conditions permit, the captain orders the engines off and initiates the hourlong process of manually setting sails, a technical operation involving a system of 340 ropes This commitment to traditional sailing techniques is not performative but fundamental to the Sea Cloud experience.
Heritage and Accommodations
The Spirit has many comforts and luxuries, including a fitness center, library, hair salon and a spa with a Finnish sauna that overlooks the sea The deck layouts are spacious, with nooks carved out for privacy and relaxation.
The vessel's 69 spacious cabins all feature windows that open to the sea, with junior suites boasting large arched windows, mahogany furnishings, private balconies, jetted bathtubs, and lavish marble bathrooms with gold-plated fixtures.
The elegant interior design is inspired by the original Sea Cloud, built in 1931 for Marjorie Merriweather Post, the American heiress of the General Foods Corporation, with glossy wooden panels and gold trimmings. The Sea Cloud was the largest private sailing yacht in the world before Post handed it over to the U S Navy for use as a weather-reporting vessel during World War II The four-mast, 64-passenger ship has since been restored to its former glory and will sail across the Aegean and Adriatic this summer
An Authentic Experience
"The crew and the passengers are all part of the experience," explains Captain Stojanovic, embodying the company's commitment to creating an inclusive atmosphere.
What truly sets Sea Cloud apart is their commitment to authentic sailing Each day, weather permitting, the sails are set even during challenging conditions. Safety drills go beyond perfunctory exercises found on conventional cruises, with passengers donning life jackets and walking through detailed emergency scenarios. Unlike typical cruises where the captain makes only brief ceremonial appearances, Captain Stojanovic remains a constant presence throughout the journey. Originally from Montenegro with a background in container ships, he maintains an "open bridge" policy, welcoming passengers to visit the control room even during challenging sailing conditions
Environmental Consciousness
Sea Cloud prioritizes wind power whenever possible, sometimes altering course to capture optimal weather conditions. When sailing isn't feasible, the Spirit relies on dieselelectric engines running on low-sulfur marine diesel fuel and connects to shore power when available in port.
Destinations and Activities
The intimate size of the Sea Cloud vessels allows them access to ports that larger ships cannot reach, including picturesque locations like Portofino and St Tropez
"We try to stay away from the crowds and ports where big cruise ships spit out 6,000 passengers," explains Mirell Reyes, president of Sea Cloud Cruise for North America. For passengers wishing to swim, the crew designates a safe area in the water with floats and an inflatable slide.
"Zodiac Safaris" provide another unique activity, allowing guests to circle the ship in small boats for spectacular views of the vessel under sail Excursions range from food and wine tours to ebiking adventures, with ample time to explore independently Summer itineraries include voyages to Spain, Portugal, France and the Azores, before the vessel departs for the Caribbean in November
As mainstream cruising becomes increasingly industrialized, Sea Cloud stands apart by preserving the art of traditional sailing while providing the refined comforts expected by today's luxury travelers a rare and special offering in modern travel
THE ARTISTRY OF J VINEYARDS HOSPITALITY
with Jamie Diaz
LUXURY HOSPITALITY
“Seeing the guests and tailoring the experience to meet the moment, that’s hospitality.”
In the intervening years, I’ve worked for various size/scale wine companies, ranging from managing limited production, sommelier-driven wines to larger, commercial brands that you’d find stacked in the aisles of Target Before I joined Gallo, I managed new brand development and innovation where I partnered closely with the winemaking, operations and finance teams to bring new wine and spirit projects to life. But my home is in Sonoma County, and J Cuvee 20 was one of the first wines I fell in love with, so it’s a very cool experience to be working on this team at this point in my wine journey
Diego: Give us a bit of your background What was your journey to becoming Sr. Brand Manager for J Vineyards?
Jamie: I was born & raised in a small town in northern California, not far from Napa Valley. After graduating from college, and moving back near my hometown, I landed my first wine job working in Chateau Montelena Winery’s tasting room While there, I wore many hats – from hosting tastings and leading tours, to working on the wine club, and launching the winery’s social media presence I worked there for nearly seven years before a former manager hired me for a new opportunity marketing a portfolio of brands with footprints in Sonoma County, Willamette Valley and Burgundy.
Diego: How do you define and approach hospitality in your role, and what is your philosophy on providing a memorable guest experience?
Jamie: I define hospitality as a warm energy – it’s all about creating a welcoming environment. The J brand, given its focus on sparkling wine, has an inherently lively, uplifting and welcoming energy Providing a memorable guest experience is all about making consumers feel seen and welcome from the moment they walk in, and at every interaction throughout their experience with us. Just a few weeks ago, our team hosted a couple who had never been to the winery but loved J wines
Someone on our team recognized it as an opportunity and brought Nicole over to say ‘hello’ – the guests were over the moon to meet the winemaker! Seeing the guests and tailoring the experience to meet the moment, that’s hospitality.
Diego: How has ‘Shifting the Lens’ affected consumer perception of the brand? Do you see any shift in the demographics of the guests visiting the tasting room?
Jamie: Shifting the Lens originated as a platform to shift consumers ’ perceptions about pairing wine and food. The message was, there are no rigid rules for enjoying wine and food
And, more specifically, sparkling wine pairs well with a wide variety of cuisines so our team partnered with Chefs of various backgrounds and styles to bring forward Vietnamese menus, Latin-inspired cuisine and Caribbean-infused dishes to highlight the versatility of J’s portfolio
Each Chef residency also created an opportunity to share stories about how wine and food bring people together, by talking about childhood memories of certain foods or recipes that have been passed down through generations. Food carries memories and wine often does the same
As we enter the 4th year of Shifting the Lens, we see opportunities to take this experience on the road and partner with Chefs in their hometowns and restaurants where we can continue pushing the conversation forward What I love about Shifting the Lens, as a platform, is that it can continue to evolve
We absolutely saw new faces in the tasting room during our Shifting the Lens residencies, which was one of the primary goals I expect that we’ll make new friends and continue to build on the platform of the message, by taking the experience out into the wild
BRAND UPDATES
LUXURY BUSINESS GROUP
CELEBRATING NATIONAL LAUNCH AND COMMUNITY EVENTS
Martis has officially launched nationally as of March of this year and is off to a fantastic start!
Winemaker, Jenn Barak, accompanied by the brand team are connecting with its community at the Healdsburg Food and Wine joined by local bakery, Quail and Condor
Digging into its philanthropic roots, Martis will also be supporting the New Yorck City Meals on Wheels 38th Annual Chef’s Tribute in June. The cause supports combatting social isolation for 22,000 older adults in New York City with a goal to end elder hunger in New York by 2040
JOIN IN ON A MEDITERRANEAN MAY
Embrace the Mediterranean lifestyle this May as Massican hosts a monthlong residency at Charlie's in Saint Helena Join us for events like the Innovator's Dinner on May 4, the Marea Dinner on May 20, or special happy hours Each event features curated materials, wine pairings, cocktails, and an Italian vibe Charlie's celebrates Napa Valley's flavors, transforming into a Mediterranean haven for guests to connect with Massican while enjoying its warm hospitality. Contact fayth fowler@ejgallo com for more info
On Sunday, May 4th and Saturday, May 31st, the Massican team will host Italian Grigliata celebrations for the latest vintage release. These events focus on good food, good friends, and great wine. Roman correspondant, Victoria Cece, wrote about this tradition, which you can read on the Massican substack Each Grigliata lets you taste new releases and take home a curated 6-bottle collection by winemaker, Dan Petroski. For more details on attending, contact emalia@massican.com.
WOMEN RAISING THE BAR THROUGH SPORTS AND ART
J Vineyards & Winery proudly announces two exciting partnerships that highlight their commitment to supporting women leaders As "The Official Sparkling Wine of the Golden State Valkyries," J Cuvée 20 and J Brut Rosé will be featured at 10 home games throughout the season, with the J team pouring on site to celebrate these exceptional athletes
In another groundbreaking collaboration, when visual artist Alexandra Grant sought a woman-led vineyard partner for her grantLOVE project (established in 2008 to provide artists with materials, production costs, and direct financial support), she found the perfect match in Nicole Hitchcock of J Vineyards. Together, they've launched LOVE Wine, featuring labels designed by women artists, beginning with a brut cuvée showcasing work by artist Genevieve Gaignard This innovative partnership has already garnered attention in Forbes, PEOPLE, and Sonoma Magazine –compelling coverage worth exploring for those interested in the intersection of wine, art, and women's empowerment
NEW LAUNCH OF THE OSC ‘ADVICE FROM JOHN’
As of May 1st, Orin Swift is thrilled to announce the official launch of their new, OP-exclusive Merlot, ‘Advice from John ’
The merlot embodies Orin Swift’s legacy, existing at the crossroads of art, storytelling, and innovative winemaking
This isn’t just a wine; it’s an experience that invites new friends into the world of wine. We are bringing Merlot into the spotlight, but this is NOT the Merlot of the past. This is our Merlot: bold, velvety, luscious, and fun.
Orin Swift is hosting launch parties in Los Angeles, Tampa, and Dallas, along with special “red light parties” in select markets These red light parties will feature curated playlists from Dave Phinney, a professional advice giver, and remarkable entertainment, including shadow box dancers, piercers, and live vinyl DJ performances
LUXURY BUSINESS GROUP IMPORTANT DATES
NIVERSARY IMPORTANT DATES
April
Megan Foley - 12 years
Sacramento Gonzalez11 years
Enrique Leon Ramirez6 years
Jesus Salceda - 6 years
Alexandra Evans - 4 years
Alexis Kearney - 3 years
Richard Richards - 2 years
Jean Connelly - 2 years
Brendan Rooney - 1 year
Tyler Glenn - 1 year
Portia Fernandez - 1 year
Adam Lemon - 1 year *Please
May
John Parke - 45 years
Fernando Bautista - 20 years
Brian Johnson - 18 years
Ismael Diaz - 17 years
Alexandra Sheedy - 12 years
Natalie Weststeyn - 7 years
Corey Handra - 7 years
Michelle Pool - 6 years
Emanuel Martinez - 6 years
Alex Gonzalez - 3 years
Siena Scuderi - 2 years
Grace Schmierer
Marquez - 2 years
Tori Blum - 2 years
Anne Seeley - 1 year
Noemi Rodriguez - 1 year
Marcel Naify - 1 year
June
Kaitlyn Williams - 18 years
Edilberto Patino
Rodriguez - 17 years
Jessica Limon - 13 years
Monica Sheppard - 12 years
Dennis Luz - 10 years
Elizabeth Hooper - 8 years
Michael Lewis - 8 years
Marissa Wilson - 8 years
Paden Gaitlin - 7 years
Laura Maguire - 6 years
Haley Walker - 5 years
Richard Heller - 5 years
Cameron Tapper - 4 years
Nathan Donnelly - 4 years
Rachael Boyd - 4 years
Jacquelyn Schaffer - 3 years
Monica Torres - 3 years
Naomi Torres - 3 years
Diego Segura - 3 years
Natalia Lefort - 2 years
Ashley Rose - 3 years
Monica Chavez - 1 year
Laura Fontaine - 1 year
Michael Claypool - 1 year
Darren Wong - 1 year
Emalia Eichelberger - 1 year
Yuxin Pan - 1 year
Nessia Flugger - 1 year
Holden Sigala - 1 year
CONGRATULATIONS ON 45 REMARKABLE YEARS!
We're excited to celebrate John Parke's amazing 45-year journey with us! John's dedication, expertise, and friendly presence have played a significant role in shaping our company. Through all the changes over the years, he's been a steady foundation, mentoring countless colleagues and embodying our core values every day. His loyalty and contributions have truly made a lasting impact on our history. We're grateful for John's 45 years of service and look forward to celebrating this impressive milestone together!
