The birth of a wine brand

What does it take to launch a wine brand in the US? Roger Morris follows the creation of Kin & Cascadia.

The design for Kin & Cascadia
The design for Kin & Cascadia

In the spring of 2018, Winesellers faced a big decision. 

Traditionally, about 90% of the family-run business has been imported wines, but in recent years it has also become a négoçiant-style producer. Now the Chicago-based firm, along with its business partner, Master Wines, felt the need to expand its American portfolio. “Getting involved with wines from Oregon and Washington is something we’d been thinking about for many years, so it’s always kind of been on the radar,” says Jordan Sager, who is co-president of Winesellers along with his brother Adam. While the partnership had not done a formal portfolio analysis, Sager says they had been monitoring market data – and that now urged action. 


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