SAN LUIS OBISPO, Calif.–(BUSINESS WIRE)–Mar 24, 2025—McBride Sisters Wine Company, the largest Black-owned and women-founded wine company in the U.S., unveiled a series of strategic initiatives aimed at strengthening its growth trajectory. The company has initiated changes to its supply chain and made significant adjustments to its executive leadership team.
New Leadership Appointments
As part of its restructuring, McBride Sisters has appointed two key figures to its leadership team: Art Moreno as Vice President of Sales and Hilary Butler as Vice President of Marketing.
Moreno, who brings years of experience in wine sales, most recently served as Senior Vice President of Sales at IBG Wine and Spirits. Prior to that, he was Vice President of Retail National Accounts at Palm Bay International. In his new role, he will oversee the company’s national sales team and route-to-market strategy, while focusing on supply chain optimization and expanding distribution channels.
Butler, who previously held the position of Senior Director of Marketing at Bonterra Organic Estates, will lead the company’s marketing efforts. She brings a wealth of experience, having successfully led the fastest-growing segment of Bonterra’s U.S. market. Her role will be crucial in expanding McBride Sisters’ brand presence and fostering innovation.
Strong Performance in the Wine Market
Despite challenges in the broader wine industry, McBride Sisters’ brands—McBride Sisters Collection and Black Girl Magic—experienced notable growth in the On-Premise sector during 2024. This success was further bolstered by strategic marketing partnerships, including a high-profile collaboration with Colgate Optic White, which generated over 500 million impressions.
“Today’s announcement ensures that we have the right teams and structure in place to continue driving growth in key consumer segments, while also making investments that will position us for long-term success,” said Robin McBride, co-founder and owner.
Andrea McBride John, co-founder, added, “At McBride, we understand what new wine consumers are looking for. This insight is part of our DNA, and I am excited to see how Art and Hilary will further develop and grow our brands.”
Supply Chain and Distribution Focus
In his role as Vice President of Sales, Moreno will focus on enhancing McBride Sisters’ inventory management, supply chain efficiencies, and distribution growth. He expressed optimism about the future, noting the company’s strong varietals from both New Zealand and California’s Central Coast. He highlighted McBride’s established national partnership with Southern Glazer’s Wine & Spirits as a key driver of future growth.
Steve Cohen, Executive Vice President of Supplier Development & Marketing at Southern Glazer’s, praised McBride Sisters for its ability to connect with diverse wine drinkers and create meaningful growth in the industry. “We are excited to support McBride Sisters in their continued growth and success, bringing innovative experiences to wine consumers across the U.S.,” Cohen said.
About McBride Sisters Wine Company
Founded by Robin McBride and Andrea McBride John, McBride Sisters Wine Company is the largest Black-owned and women-founded wine company in the United States. Known for its award-winning wines, the company aims to transform the wine industry while leading by example and cultivating community. The company’s portfolio includes brands such as McBride Sisters Collection, Black Girl Magic, She Can Wines, and Whiny Baby Wines.
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