Willamette Valley Vineyards Repositions East Coast Distribution with RNDC Focus on New York

Salem Hills winery refocuses East Coast footprint

Willamette Valley Vineyards is realigning its East Coast distribution by partnering with Republic National Distributing Company (RNDC) to take direct coverage of New York State and to reposition Maryland and the District of Columbia alongside its existing Virginia representation. The Salem Hills, Oregon, winery says the move leverages RNDC’s expanded New York investments — including a more than doubled sales force and a new Syracuse warehouse providing full state coverage — to deepen reach for its flagship Pinot Noir in a critical market.

New York becomes the centrepiece of the deal as Willamette Valley seeks to lift visibility and on‑premise and retail listings in the state. RNDC’s recent operational buildout is intended to provide stronger local selling capacity and faster replenishment, which the winery frames as crucial for placing Oregon wines in high-volume urban and upstate accounts. The arrangement builds on RNDC’s four‑year partnership with the Opici family, which Willamette Valley says helps extend promotional and distribution synergies across priority channels.

The distribution realignment is part of a broader national sales reorganization aimed at matching local selling organizations with market opportunities. Willamette Valley reorganizes its national sales team into five regions and announces two experienced hires: Robert Goodrich as Eastern Region Sales Director and Jimmy Lewis as California Sales Manager. Senior Director Rebecca Geschwender and regional directors Shelli Fowler (Central), Tyler Voorhies (West) and Chelsie Jewell, who oversees Oregon business, lead the team. CEO Michael Osborn frames the changes as strategic points of distribution and innovation to support brand growth, and RNDC State Executive Vice President Joel Polichene affirms RNDC’s commitment to deepen the winery’s reach.

Pennsylvania representation is in transition, the company notes, but a successor is not yet identified in the release, indicating further regional adjustments are forthcoming as Willamette Valley aligns its East Coast coverage.

Executives stress the measures are designed to strengthen local selling organizations and better serve retail and restaurant partners, helping introduce Oregon Pinot Noir and other varietals to more consumers across key U.S. markets as the winery pursues measured national growth.