Implementing a luxury strategy w/ Matt Crafton, Chateau Montelena

As one of the winners of the infamous 1976 Judgement of Paris, Chateau Montelena has a rich history to be proud of. To optimize that legacy, Montelena’s President and Winemaker Matt Crafton has been embarking on more of a luxury strategy for the brand, reducing grocery and chain presence and working towards pricing growth over volume. With the 50th anniversary of the Judgement in Paris and the wine market in extreme flux, Montelena is doubling down on the values that made it victorious.

Detailed Show Notes:

Matt’s background: wine production for 23 years, Economics degree, started at Montelena in 2008

Chateau Montelena overview

• Founded 1882 in Calistoga, Napa
• Shut down during Prohibition, resurrected in 1972 by Barrett family
• Famous for 1973 Chardonnay which won the 1976 Judgement of Paris tasting (50th anniversary in 2026)
• Mostly produces Cabernet Sauvignon and Chardonnay
• Produces ~35k cases/year
• Majority of $ DTC, volume is wholesale
• Export not big, focus of growth last 2-3 years

A full-time sales team not viable, so moved to partnership with Wilson Daniels as national sales agent beginning Jan 2026

• Has a Director of National Sales
• Distributes to all 50 states
• Traditionally skewed off-premise, moving more to on-premise; old agency went a lot of chain retail
• KPIs from 30-40% on-premise to 60-70% on-premise; get out of grocery and be allocated in chain retail
• Wants to use wholesale to build status, get in the right accounts (not necessarily 3 Michelin star restaurants - they don’t move many bottles)

Found retail accounts not holding price which would make restaurants and DTC members not buy the wines

Judgement of Paris story usage

• Use social media to get the story to end consumers
• David over Goliath story resonates with people
• Need to discuss how Montelena still upkeeps the principles and values that led to the win
• Keeping the story fresh requires mapping today’s actions (e.g. - large replant underway) to the original values (e.g. - curiosity, taking risk)

Wine critic influence has waned over last 15-20 years, but scores still have a big impact to certain types of buyers

Important to understand the ripple effects of wholesale decisions

Tools to navigate wholesale - pricing, mapping market allocations to market potential

Managing distributors - need to build direct relationships, get people out to the winery to see and feel the brand

Relationships critical to navigating a challenging wine market

Goal is to grow through price, not volume

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