Industry Veteran Jared Fix Takes The Helm At Silver Oak
Napa Valley stalwart Silver Oak announced a leadership transition last week, welcoming its first non-family member CEO in consumer goods veteran Jared Fix, with proprietor David Duncan assuming the title of executive chairman. Fix was most recently CEO of footwear brand Toms, but he has deep industry experience, having held key roles with Beam and Constellation Brands earlier in his career.
Fix joined Constellation in 2015 as senior vice president and chief marketing officer for the wine and spirits division, and not long after was promoted to chief growth officer for the full Constellation portfolio. Before joining Constellation, he spent five years in a series of leadership roles at Beam. Fix began his career as a consultant at McKinsey & Co., prior to which he served as a U.S. Army officer.
“Quite honestly, I missed beverage alcohol,” Fix told SND about his return to the business. “I really missed wine. David and I, over the last month or so, have worked through our transition plan. Folks are understandably nervous, because I’ll be the first non-family member CEO. But David’s been fantastic. The team has been incredibly receptive, and I’m in that phase of getting oriented, getting onboarded, learning the things I don’t know, and approaching that with the utmost humility.
“The work to do,” Fix added, “is to chart our growth strategy and figure out how, even in a challenging market, this fantastic brand and incredible wine can grow and reach new consumers and also continue to satisfy our most loyal consumers.”
The company’s flagship Silver Oak brand has produced around 100,000 cases annually in recent years, split between its Napa Valley and Alexander Valley wineries, with key labels including Napa Valley Cabernet Sauvignon ($200) and Alexander Valley Cabernet Sauvignon ($100). The range also includes high-end boutique label Ovid from the Napa Valley; Timeless, also from Napa; and Twomey, focused on Pinot Noir from the Russian River and Anderson Valleys. Most recently the Duncan family launched Oregon label Prince Hill Vineyards, including a Chardonnay Willamette Valley ($75), Pinot Noir Dundee Hills ($70), and single-vineyard Prince Hill Pinot Noir Dundee Hills ($95).
As to the opportunities ahead for the company, Fix notes, “I got to speak with David and understand what the business needed, meet with the board and understand their vision. There’s nothing to fix in how we make the wine, which is impeccable and beloved. The history is completely authentic and real. We have challenges around how we tell that story on marketing and how we execute in an industry dynamic where wine is very challenged, and I’ve got a lot of experience in route-to-market and sales excellence and building brands in collaboration with distributor partners.”
With Fix’s appointment as head of day-to-day operations, Duncan says he’ll be able to shift to a role more heavily geared toward promoting and advocating for the company and the wine industry at large. “In this capacity, I’ll continue to serve our business, but in a different way,” Duncan said in a note to staff. “My primary focus will be on representing and positioning the company externally. I’ll advocate for our brand and industry and ensure that our legacy and values remain visible to the world.”
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Tagged : Ovid, Prince Hill Vineyards, Silver Oak, Timeless, Twomey
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