Bianchi Winery Enters into Strategic Partnership with Virtus Wines International
Bianchi Winery, as part of the next phase of its five-year expansion strategy to launch new brands and secure broader distribution and tasting room traffic, has entered into a strategic partnership with Virtus Wines International. The announcement was made today by Beau Bianchi, president of sales & marketing for the family-owned, Paso Robles-headquartered winery and tasting room.
Virtus Wines International, under the leadership of luxury wine industry veteran, Terri J. White, has established a reputation for building brands for some of the worlds’ most prestigious wine brands by utilizing best industry practices to create product differentiation and bolster sales while operating under the highest level of customer service standards.
As part of the new partnership Virtus Wines will focus on expanding the existing national and regional distribution channel for the award-winning Bianchi Winery portfolio as well as providing strategic management for the brands in key markets at both the trade (retail and restaurant) and consumer levels. These activities will range from developing and conducting a series of brand-building events, wine dinners, tastings as well as initiating targeted on-premise grassroots programs.
Said Mr. Bianchi, “Terri and her team at Virtus Wines come highly regarded and recommended and we look forward to working closely with them to help the Bianchi Winery and our family of wines to reach new heights.” He added, “We anticipate their sales and marketing efforts seamlessly dovetailing with our existing internal initiatives while spreading the good word about the quality and value found in each bottle we produce.”
Remarked Ms. White, “Bianchi Winery is a perfect fit for the Virtus mandate of representing boutique wineries which produce artisan wines that, with the proper handling, can garner the notice and demand they deserve. It’s very appealing to me to enter this association as Beau and winemaker Tom Lane have an unwavering commitment to producing a distinct group of high-quality wines. What excites and motivates our organization is the David and Goliath scenario and for us, it’s not about making the wine giants bigger; they’re doing perfectly fine already.”
Prior to forming Virtus Wines, Ms. White spent nearly 20 years in the industry holding key executive positions at top wineries, importers and on-premise companies. This ranged from Banfi Vintners, Luna Vineyards and Cosentino Signature Wineries to Planet Hollywood, National Restaurant Management and Peerless/Chatham Imports.
About Bianchi Winery and Tasting Room
The Bianchi family’s roots in the California wine industry date back to 1974 when Joseph Bianchi and his son, Glenn, invested in a winery and vineyard on the banks of the San Joaquin River in the Central Valley of California. Utilizing the most advanced farming and production technologies, the Bianchi family pioneered its way to producing award-winning wines and quickly grew to become an industry leader.
Looking to advance the family brand to another level in winemaking, Glenn eventually identified Paso Robles as offering terroir that met his specific needs. In 2000, he purchased the 40 acres that would become the home of Bianchi Winery and Tasting Room, the fulfillment of his dream to provide guests with an awe-inspiring sensory experience.
Today the winery’s estate vineyards produce varietal grapes that are best suited for the rolling hills and dissected uplands of the heart of Paso Robles.: Cabernet Sauvignon, Merlot, Syrah and Zinfandel. The winery also produces popular wines from high quality sourced grapes grown in greater Paso Robles and along California’s Central Coast. These include a Santa Barbara Chardonnay, Arroyo Grande Pinot Grigio, Santa Maria Pinot Noir, Monterey Sauvignon Blanc, Paso Robles Petite Sirah, Cabernet Franc and Moscato as well as embracing the Bianchi’s Italian heritage with a Sangiovese, Barbera and the interestingly uncommon Refosco.