The female-founded wine firm in the US, McBride Sisters Wine firm, today unveiled a number of plans to set itself up for expansion. These efforts include reorganising the executive leadership team and putting in place a stronger supply chain right away.
Hilary Butler has been appointed as the company’s new VP of marketing. Hilary’s most recent position was Senior Director of Marketing at Bonterra Organic Estates, where she oversaw the fastest-growing market area for the company in the United States. Butler, a seasoned marketing executive who is passionate about impact and innovation, will be crucial to increasing the company’s influence and enhancing its reputation. Art Moreno has been appointed Vice President of Sales by the company.
The McBride Sisters Collection and Black Girl Magic wine brands had growth in the On-Premise market in 2024, despite difficulties in the overall wine market. Together with creative marketing alliances like the most recent campaign with the massive oral care company Colgate Optic White, which generated over 500 million impressions, this achievement demonstrates the brands’ capacity to connect with both new wine consumers and one of the fastest-growing groups in the United States.
“Today’s announcement will ensure we have the structure and teams in place to continue on this path to drive growth consumer segments, while also making exciting investments that we believe will lay the groundwork for years to come,” notes founder and owner Robin McBride.
“At McBride we possess unique expertise in understanding what new wine consumers desire from their wine experience. This insight is deeply embedded in our DNA. I’m excited to see Art and Hilary continue to build and grow these brands,” says founder and owner Andréa McBride John.
Along with overseeing the national sales team and the company’s route-to-market strategy across all channels, Art Moreno will be instrumental in enhancing the company’s inventory position, increasing distribution channels, and boosting supply chain efficiency, all of which will help McBride become a more effective and flexible business. “We see great opportunities ahead of us with incredible varietals from both New Zealand and the Central Coast of California, including in route to market with our established national partnership with Southern Glazer’s Wine & Spirits, and believe that we have the ingredients in place for this next chapter of the company’s growth and success,” says Moreno.
Steve Cohen, EVP – Supplier Development & Marketing, Southern Glazer’s Wine Spirits, concurs “McBride Sisters Wine Company has a strong portfolio of brands that champion growth segments, inspire change and uplift communities. They serve a broad spectrum of wine drinkers and also bring new consumers to the wine category. We are thrilled to play a role in supporting McBride Sisters ongoing growth and success as we look for continued innovation that excites wine consumers and invigorates wine business in the U.S.”
About the Wine Company McBride Sisters
The female-founded wine firm in the United States, McBride Sisters Wine firm was established by Robin McBride and Andréa McBride John and is well-known for its award-winning wines. With the goal of revolutionising the wine industry, setting an example, and fostering community—one mouthwatering glass of wine at a time—the company is reinventing the wine experience for a wide range of vibrant consumers. Among the well-known brands in their portfolio are She Can Wines, Black Girl Magic, McBride Sisters Collection, and Whiny Baby Wines.
