Willamette Valley Vineyards Announces Organizational Changes to its Distribution and Sales Strategies

Rhea-AI Summary

Willamette Valley Vineyards (NASDAQ: WVVI) announced distribution and sales reorganization on Feb 10, 2026 to strengthen East Coast presence. The winery aligned New York State and Mid‑Atlantic distribution with Republic National Distributing Company (RNDC) and moved Pennsylvania to Southern Glazer's.

The company reorganized its national sales team into five regions and added experienced hires: Robert Goodrich as Eastern Region Sales Director and Jimmy Lewis as California Sales Manager, aiming to expand retail and restaurant reach for its Oregon wines and Pinot Noir flagship.

Positive

• Aligned New York and Mid‑Atlantic distribution with RNDC
• RNDC more than doubled sales force and added Syracuse warehouse
• Sales team reorganized into five regions with two senior hires

Negative

• None.

Key Figures

Share price: $2.62 52-week range: $2.4904 – $7.18 Q3 2025 net loss: $1,092,450 +5 more

8 metrics

Share price $2.62 Prior close before distribution strategy news

52-week range $2.4904 – $7.18 WVVI trading close to 52-week low before news

Q3 2025 net loss $1,092,450 Quarter ended September 30, 2025

Q3 2025 sales $8.35M Down 10.9% year-over-year

Q3 2025 loss/share $0.33 Loss per common share after preferred dividends

Annual preferred dividend $0.22 per share Series A Redeemable Preferred stock, payable Dec 31, 2025

Q2 2025 sales $10.2M Down 1.3% year-over-year

Sales experience 15 and 30 years Experience of new Eastern Region Director and California Sales Manager

Market Reality Check

Price: $2.62 Vol: Volume 7,599 is roughly i...

normal vol

$2.62 Last Close

Volume Volume 7,599 is roughly in line with the 7,423 share 20-day average. normal

Technical Trading below the 200-day MA at 4.2, despite operational expansion efforts.

Peers on Argus

WVVI gained 0.77% while peers were mixed, with names like IBG down and YHC up. M...

1 Down

WVVI gained 0.77% while peers were mixed, with names like IBG down and YHC up. Momentum scans only flagged IBG moving down, suggesting today’s action in WVVI is more company-specific than sector-driven.

Historical Context

3 past events · Latest: Nov 13 (Negative)

Pattern 3 events

Date	Event	Sentiment	Move	Catalyst
Nov 13	Q3 2025 earnings	Negative	-3.3%	Weaker Q3 with larger net loss and double‑digit sales decline.
Nov 13	Preferred dividend	Positive	+7.0%	Announcement of <b>$0.22</b> annual cash dividend on Series A preferred.
Aug 12	Q2 2025 earnings	Negative	+2.8%	Challenging quarter with higher loss per share and lower sales.

Pattern Detected

Stock reactions have generally aligned with fundamentals on earnings and dividends, with one instance of shares rising despite weak quarterly results.

Recent Company History

Recent news for Willamette Valley Vineyards has centered on weaker quarterly results and capital returns. Q2 and Q3 2025 both showed declining sales and widening losses, while a $0.22 annual cash dividend on Series A preferred highlighted ongoing capital commitments. Price reactions have tended to track the tone of these updates. Today’s announcement about reorganizing distribution and sales comes after prior commentary that emphasized improving wholesale distribution and addressing market challenges.

Market Pulse Summary

This announcement details a restructuring of distribution and sales, including aligning key East Coa...

Analysis

This announcement details a restructuring of distribution and sales, including aligning key East Coast markets with RNDC, shifting Pennsylvania to Southern Glazer’s, and organizing the sales team into five regions. It follows recent quarters where sales declined and losses widened, with Q3 2025 sales at $8.35M. Investors may watch for evidence that these changes translate into recovered top-line growth and improved profitability over coming quarters.

AI-generated analysis. Not financial advice.

These key adjustments support East Coast sales and brand representation across the country

SALEM HILLS, Ore., Feb. 10, 2026 /PRNewswire/ -- Willamette Valley Vineyards (NASDAQ: WVVI, WVVIP) announced today that it has made significant changes to its distribution in major states on the East Coast, including aligning its distribution in New York State and the Mid-Atlantic region with Republic National Distributing Company (RNDC).

This Mid-Atlantic change aligns Maryland and the District of Columbia with the company's existing relationship in Virginia. The transition to utilize RNDC's expansive network within New York State positions the winery to reach new and existing consumers in this essential market.

"Through its partnership with the Opici family over the past four years, RNDC has made significant investments in the New York State market, more than doubling its sales force and adding full state coverage with its new Syracuse warehouse. We are excited about the opportunity ahead to strengthen our presence in this critical market for Oregon wine and our flagship Pinot Noir varietal," said Willamette Valley Vineyards CEO Michael Osborn.

"We value partners who share our commitment to quality, innovation, and building brands with intention," said Joel Polichene, State Executive Vice President of Maryland, Virginia, and Washington D.C. at Republic National Distributing Company. "Willamette Valley Vineyards reflects those principles, and we're energized by the opportunity to deepen their reach across key East Coast and Mid ‑ Atlantic markets through the strength of our local teams."

Willamette Valley Vineyards also announced two additions to its national sales division and a reorganization of its sales team into five regions. Robert Goodrich joined the company as Eastern Region Sales Director, bringing more than 15 years of experience in wine distribution and supplier sales, most recently serving as Regional Director of Chains for Ste. Michelle Wine Estates. Jimmy Lewis was named California Sales Manager and joined the company with more than 30 years of experience representing California wineries, wholesale distribution, and an earlier culinary career.

They join the team led by Senior Director of National Sales Rebecca Geschwender, alongside Shelli Fowler, Central Region Sales Director; Tyler Voorhies, West Region Sales Director; and Chelsie Jewell, who manages the winery's significant local Oregon business.

"Willamette Valley Vineyards remains focused on innovation and identifying new, strategic points of distribution, particularly at the national level," adds Osborn. "To support this focus, we have organized our internal team and, on a market-by-market basis, selected the selling organizations best suited to share our passion for Oregon wines with our retail and restaurant partners."

Furthermore, the company has transitioned its Pennsylvania representation to Southern Glazer's Wine & Spirits, effective immediately. These refinements within the winery's distribution relationships and sales team re-arrangement will allow Willamette Valley Vineyards to continue serving its consumer base effectively, drive meaningful growth and strengthen our market position.

About Willamette Valley Vineyards

Founded in 1983 by President Jim Bernau with the dream of creating world-class Pinot Noir while serving as stewards of the land, Willamette Valley Vineyards has grown from a bold idea into one of the region's leading wineries, earning the title "One of America's Great Pinot Noir Producers" from Wine Enthusiast Magazine. In addition, all vineyards have been certified sustainable by the LIVE and Salmon-Safe programs. With 1,000 acres under vine, Willamette farms its Estate winery in the Salem Hills, sparkling winery Domaine Willamette in the Dundee Hills, pioneering Tualatin Estate Vineyard near Forest Grove and Elton Vineyard in the Eola-Amity Hills. The winery has expanded recently to include nine tasting rooms in Oregon, Washington and California – growth made possible by the stock ownership of many wine enthusiasts.

About Republic National Distributing Company

As a leading beverage alcohol distributor specializing in wine and spirits, RNDC brings the industry's brightest talent together to ignite opportunity for suppliers, customers, and associates. Through strong relationships across the on- and off-premise, RNDC helps build brands, drive execution, and connect products with the consumers they are intended to serve. Guided by a commitment to excellence, collaboration, and long-term partnership, RNDC is focused on being the most valuable partner to all we serve.

With roots extending before Prohibition and a forward-looking approach to distribution, RNDC operates within the three-tier system at the intersection of craft, scale, and execution. The company works in the rare space where passion for the category meets unrelenting quality, continuously raising the bar for beverage alcohol distribution and delivering meaningful value across the industry. To learn more, visit www.rndc-usa.com or contact Kanchan Kinkade, Vice President, Corporate Communications, at Kanchan.Achar@rndc-usa.com. 

Press Contacts:

Courtney Conte
Colangelo & Partners
cconte@colangelopr.com 

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SOURCE Willamette Valley Vineyards

FAQ

What distribution changes did Willamette Valley Vineyards (WVVI) announce on Feb 10, 2026?

They aligned New York State and Mid‑Atlantic distribution with RNDC and moved Pennsylvania to Southern Glazer's. According to the company, these changes aim to broaden East Coast coverage and leverage partner networks to reach new retail and restaurant customers.

How will the RNDC partnership affect Willamette Valley Vineyards (WVVI) in New York State?

The RNDC partnership positions the winery to reach new and existing consumers across New York State. According to the company, RNDC has expanded its sales force and added full state coverage with a new Syracuse warehouse to support distribution.

Who are the new sales hires at Willamette Valley Vineyards (WVVI) and what are their roles?

Robert Goodrich joined as Eastern Region Sales Director and Jimmy Lewis as California Sales Manager. According to the company, both bring decades of distribution and supplier sales experience to strengthen regional retail and wholesale relationships.

What is the purpose of reorganizing Willamette Valley Vineyards' (WVVI) sales team into five regions?

The reorganization aims to target markets more strategically and support national distribution efforts. According to the company, dividing into five regions enables tailored market approaches and selection of selling organizations by market.

When did the Pennsylvania representation change for Willamette Valley Vineyards (WVVI) take effect?

The transition of Pennsylvania representation to Southern Glazer's took effect immediately as of Feb 10, 2026. According to the company, this change is part of refinements to distribution relationships to better serve consumers and grow market presence.