News

New chair of Napa Valley Vintners board announced

19 December 2024 By Sarah Neish

The new head of Napa Valley Vintners (NVV), which protects the interests of Napa’s wine producers, previously worked for LVMH, db can reveal.

Napa Valley Vintners (NVV), which represents around 550 wineries in the Napa region, has elected new board leadership for 2025.

The new board will be responsible for steering Napa’s wine producers through the year to come, including climatic, financial and reputational issues.

As the drinks business reported recently, the region’s winemakers are currently deploying a range of tactics to boost sales, including sending marketing messages to consumers via SMS.

“Our industry is way behind others when it comes to SMS marketing. No one opens emails anymore,” Sandra DeMaria, director of sales and market at Ehlers Estate in St. Helena, told db.

Producers will also have to carefully consider their cellar-door prices given the opening this year of a Costco store in central Napa. Stocking more than 174 wine SKUS, including bottles from Stag’s Leap Wine Cellars, Far Niente and Shafer, at “inviting prices”, the wholesaler said there are an estimated 27,000 Costco members in Napa alone.

The A-Team

The newly appointed chair of the NVV board for 2025 is Jaime Araujo, the founder and owner of Trois Noix winery in St Helena, and co-owner of Accendo Cellars.

Trois Noix does not have its own vineyards, but buys grapes from “biodynamic, organic, and sustainably farmed Napa vineyards”, and its wines retail for US$30-$150 per bottle. Its name, says Araujo, is an homage to her “love of France and her commitment to using wine as a catalyst for social change.”

Having previously lived in Paris, Araujo founded Terravina, an international marketing, communications and strategic solutions company for the wine industry. She also formerly spent three years working in marketing for the wine and spirits division of LVMH.

Araujo also co-owns Accendo Cellars with a family member, and famed Bordeaux winemaker Michel Rolland is a consultant oenologist for the operation.

“It’s a tremendous honour to be elected Board Chair of NVV and I feel a strong sense of responsibility toward our community, especially at such a challenging time for our industry,” said Araujo.

“In the year ahead, we will all need to work together to ensure that Napa Valley continues to thrive – thankfully, working together is and has always been one of Napa’s great strengths”.

Supporting acts

NVV’s new vice chair for 2025 is Schatzi Throckmorton, owner and general manager of Relic Wine Cellars in Soda Canyon, and business manager of Behrens Family Winery in St Helena.

Throckmorton has dealt with issues including fire mitigation and insurance during her time on the NVV board so far. It’s a topic she is well-placed to advise on, having lost half of Relic’s 2004 vintage to a warehouse fire which broke out in 2005.

“It was a major wakeup call for us, as we realised the limits of our insurance policy and the stunning loss we faced,” a statement on Relic’s website says.

Described as “a small boutique project”, Relic focuses on Bordeaux and Rhone varieties from Napa, and Burgundian varieties from the Sonoma Coast.

Meanwhile, Ed Matovcik, who works as vice president of public affairs for Constellation Brands, including its Robert Mondavi Winery, will become NVV’s new secretary and treasurer for the coming year.

Before joining Constellation Brands, Matovcik oversaw corporate communications for the US, Canada, and South American arms of Australian wine giant Treasury Wine Estates. This included a portfolio of brands encompassing Etude, Stags’ Leap, Beringer, Chateau St. Jean, Asti, Matua and Penfolds.

Full cast

The remaining members of the NVV board from 1 January 2025 will be as follows:

Malek Amrani, owner and CEO, The Vice

Robin Baggett, owner and managing partner, Alpha Omega

Jason Lede, general manager, Cliff Lede Vineyards

Carlton McCoy, president and CEO, Heitz Cellar

Glenn Salva, officer, Antinori Napa Valley

Emma Swain, CEO, St. Supéry Estate Vineyards & Winery

Elizabeth Vianna, winemaker and general manager, Chimney Rock Winery

Donna Walker, owner of Pulido~Walker Estate Vineyard and Winery

Cyril Chappellet, president and CEO of Chappellet Vineyard

Created in 1944, NVV is the central resource and voice for Napa Valley’s wine industry. This year, it marked its 80th anniversary of protecting and promoting the region’s reputation around the world.

Check out db’s Big Interview with Linda Reiff, who remains president and CEO of NVV, after more than 30 years with the organisation. She talks about fundraising, forest fires and trademark disputes in this tell-all conversation with US wine writer Roger Morris.

Sotheby's teams up with Napa Valley Vintners

Napa Valley Vintners releases further details about upcoming auction