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CrushPad Names Peter Ekman CEO

Posted on August 01, 2011

Crushpad, the leading custom winery and producer of over 100 highly-acclaimed commercial wine brands and thousands of private micro-production wines, today announced that wine business and technology executive Peter Ekman will become CEO effective August 1, 2011. Founder Michael Brill will continue with Crushpad to expand international partnerships and new product initiatives.

Previously Ekman was Executive Vice President and Co-Founder of Ascentia Wine Estates, for which he was responsible for raising $238M USD to acquire eight brands and six wineries from Constellation Brands. Prior to this successful venture, he was the turnaround CEO for, spent six successful years with LVMH and eight years with Procter & Gamble in Europe.

“Ekman’s proven track record in luxury goods, wine and internet industries makes him a great fit for Crushpad,” comments Brill. “We have several developments on the horizon with the opening of our new visitor center in Sonoma, the launch of Crushpad Syndicate, and international partnerships with producers from several corners of the world. Ekman’s business acumen and experience will allow our team to develop an even greater menu of services and support for our clients,” he adds.

All of Crushpad’s 30 employees in Sonoma, San Francisco and Bordeaux will report into Ekman and he will join the Crushpad Board of Directors.

“I strongly believe in the Crushpad vision of bringing winemaking to consumers and I’m excited to take the reigns of one of the most exciting companies in wine today,” said Ekman. “With an intense focus on the customer experience, wine quality and the innovative use of technology, my plan is to bring Crushpad from its humble urban winery beginnings to a global company that enables millions of wine enthusiasts to achieve their dream of being a winemaker.”

About Crushpad
Crushpad is a custom luxury winemaking service where wine enthusiasts, restaurateurs, wine retailers and small-scale winemakers can craft small lot wines of 25 to a few hundred cases per year. With locations in Sonoma and Bordeaux, Crushpad sources fruit from select vineyards in California and Bordeaux and provides winemakers, advanced facilities, technology, bottling and label design to fashion world-class wines. Founded in 2004 by wine and technology industry veterans, Crushpad is determined to offer the experience of winemaking to a broader audience through innovative technology combined with a high level of customer service. For more information on Crushpad visit

For more information, contact Jarvis Communications 310.313.6374

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