With an Eye Towards Future, Pedroncelli Winery Transitions Leadership to Next Generation

Julie Pedroncelli St John Tapped as President, Board Chair

Geyserville, Calif., November 1, 2022 – Dry Creek Valley, Sonoma County. The 95th harvest of grapes at Pedroncelli Winery and Farms was completed on September 22-becoming the earliest end of a vintage on record in 9 decades. With harvest completed there is much to celebrate with several new appointments and positions beginning with the family business succession moving to the third generation.

Julie Pedroncelli St. John

Julie Pedroncelli St. John, Chair of the Board, was named as President of the J. Pedroncelli Winery Inc Corporation LLC. As part of the third generation, Pedroncelli St. John has spent the last 37 years working for the family business first in the Tasting Room and recently as Brand Ambassador. Her father, Jim Pedroncelli, retired this year, capping a nearly 70 year career. Jim has led the family business since 2015, after the passing of his brother and lifelong business partner John, with whom he purchased the Winery and Farms in 1963. Pedroncelli St. John stated, “It is an honor to be the next generation in the business to take the reins. We are a women owned winery so along with my sisters and family I am looking forward to the next steps in our succession plan.”

New Team and Modernization

As part of a succession planning process begun in 2018, the family has developed a new vision for the business and is implementing improvements aimed at assuring success and growth for the next 100 years. First among priorities was establishing a strong management team, starting with the appointment of Dave Trebilcock as General Manager. Dave comes with an extensive track record in the industry and brings his expertise to his new role at the winery. “Dave brings with him a deep history of working in the wine world from his early days in the hospitality industry to brand and sales management and business strategy and development,” said President and 3rd Generation Family Owner Julie Pedroncelli St. John. Trebilcock is tasked with providing strategic guidance and leadership as well as bring marketing and sales expertise to Pedroncelli as it enters a new phase of growth and continued innovation. Trebilcock joined the Board of Directors of Pedroncelli Winery in June of 2021 and helped the family develop its new business strategy.

“It is truly a privilege to work with the Pedroncelli Family as they transition to a new generation of leadership. We have big goals and a ‘revolutionary’ agenda for change. Given its incredible vineyard assets and a rich history to mine, we feel the future is bright,” said Trebilcock. Changes already underway include a renovation of the hospitality grounds and barrel building, new eCommerce and other operations systems, and the addition of the wineries first digital marketing role.

Trebilcock continued, “And this is just a beginning. The team is developing plans to renovate and optimize the winery and vineyards, as well as ramping up marketing investment. Expect a packaging refresh and new promotional concepts in 2023.”

About Pedroncelli Winery & Pedroncelli Farms

2022 marks the 95th anniversary of the founding of the winery by Giovanni (John) and Giulia Pedroncelli in 1927. Family owned and operated in Dry Creek Valley, Sonoma County, California. Certified sustainable by the CSWA in both the vineyards and winery. Pedroncelli focuses on crafting their flagships, Zinfandel and Cabernet Sauvignon, through wisdom gained by farming these grapes for 95 and 65 years respectively. A total of 115 acres are farmed bringing in 11 different varieties. 

For more information, please visit www.pedroncelli.com

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