Willamette Valley Vineyards Unveils Major Enhancements in Distribution Strategy Across the East Coast

Willamette Valley Vineyards Strengthens Its Distribution Strategy

Significant Organizational Changes Announced

On February 10, 2026, Willamette Valley Vineyards (NASDAQ: WVVI, WVVIP) revealed a comprehensive reorganization of its distribution strategies to enhance sales across significant East Coast markets. This strategic decision includes forming an alliance with Republic National Distributing Company (RNDC), aiming particularly at fortifying its positions in New York and the Mid-Atlantic region.

A Focus on Major Markets

The new partnership aligns distribution in New York State and updates connections in Maryland and the District of Columbia, particularly leveraging RNDC's existing framework that supports Virginia. This transition opens up significant opportunities for Willamette Valley Vineyards to effectively reach both existing and potential customers in New York, a market deemed essential for Oregon wines.

Michael Osborn, CEO of Willamette Valley Vineyards, expressed enthusiasm about this partnership, highlighting RNDC's robust commitment to growth in the region. Over the past four years, RNDC has substantially invested in the New York market, including a significant expansion of their sales force and infrastructure, such as a new Syracuse warehouse, which collectively doubles its footprint in the state.

Meeting Shared Values

Joel Polichene, SVP at RNDC, noted the alignment in values regarding quality and innovation between the two companies. The partnership symbolizes a shared commitment to elevate Oregon wines and create strategic brand visibility in key eastern markets using the established strengths of RNDC's distribution network.

Expanding the National Sales Team

Additionally, two seasoned professionals have joined Willamette Valley Vineyards' national sales team, enhancing the company's capacity to achieve its strategic goals. Robert Goodrich comes on board as the Eastern Region Sales Director, bringing over 15 years of extensive experience in wine distribution. Jimmy Lewis joins as the California Sales Manager, featuring a solid background that encompasses over three decades in the industry.

These new hires will work alongside a seasoned sales team led by Senior Director of National Sales, Rebecca Geschwender, alongside regional sales directors for Central and West regions. This organizational restructuring aims to optimize the company's selling capabilities across various markets while embracing innovation and strategic distribution points.

Transition of Distribution Representation

Further refining its distribution strategy, the company has also transitioned its representation in Pennsylvania to Southern Glazer's Wine & Spirits, effective immediately. These changes within the distribution relationships and the revamped sales team will empower Willamette Valley Vineyards to effectively cater to its consumers, foster significant growth, and solidify its market position in the evolving wine landscape.

About Willamette Valley Vineyards

Founded in 1983 by Jim Bernau, Willamette Valley Vineyards has grown into one of Oregon's premier wineries with a commitment to sustainable practices verified by certifications like LIVE and Salmon-Safe. With a diverse portfolio of over 1,000 acres of vineyards, they produce some remarkable Pinot Noir wines that have earned critical acclaim. The winery actively runs nine tasting rooms across Oregon, Washington, and California, reflecting a commitment to the wine community and consumer engagement.

About Republic National Distributing Company

Republic National Distributing Company (RNDC) stands as a significant player in the beverage alcohol distribution sector, focusing on wine and spirits. RNDC upholds a reputation of excellence and partnership, working to foster brand growth and connect suppliers with consumers effectively. With a rich history and a forward-looking approach, RNDC aims to enhance value through innovative distribution practices.

Through these strategic adjustments and partnerships, Willamette Valley Vineyards is dedicated to reinforcing its narrative within the industry while making its distinct wines more accessible to a broader audience.