Jennifer Locke: Wine Executive of the Year on Wine’s Magic

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Jennifer Locke's unconventional rise to CEO of Crimson Wine Group highlights resilience, compassion, and sustainability in leadership, inspiring others in the industry.

The Journey of Jennifer Locke: A Non-Traditional Path to Leadership

Jennifer Locke’s journey to becoming the CEO of Crimson Wine Group (CWG) is anything but conventional. Starting her career at just 16, she worked as a busser at Ray’s Boathouse in Seattle. Despite facing challenges, including not having a college degree, she persevered and climbed the corporate ladder in the wine industry.

Locke’s experience spans various roles, from sales manager to senior vice president. Her time at Treasury Wine Estates (TWE) and Chalone Wine Group equipped her with valuable insights. She learned that success in the wine business requires both caring for physical assets and prioritizing employee welfare.

Moreover, her international experiences, including selling wine in Asia, broadened her perspective. Locke discovered that the essence of wine transcends borders. This understanding has shaped her leadership style, emphasizing the importance of storytelling and connection in the wine industry.

A Culture of Care: Navigating Challenges with Compassion

Locke’s leadership was put to the test during the COVID-19 pandemic and the devastating wildfires on the West Coast. In 2020, CWG faced unprecedented challenges, prompting Locke to ask critical questions about their resources. She prioritized the well-being of her employees, ensuring no layoffs or furloughs occurred during the crisis.

This "culture of care" became a cornerstone of CWG’s operations. Locke believes that protecting employees leads to long-term success. By maintaining a strong commitment to their workforce, CWG earned respect within the industry.

Locke’s approach reflects a broader trend in corporate leadership, where empathy and responsibility are paramount. She emphasizes that profits will follow when companies prioritize their people and community. This philosophy has not only strengthened CWG but also set a precedent for others in the industry.

Commitment to Sustainability: Leading the Charge Against Climate Change

Under Locke’s leadership, CWG has made significant strides in sustainability. In September 2021, the company joined the International Wineries for Climate Action Group (IWCA). This commitment reflects a dedication to reducing carbon emissions and combating climate change.

Locke credits her team, particularly Chief Winemaking and Operations Officer Nicolas Quillé, for spearheading these initiatives. Two key strategies include reducing the weight of glass wine bottles and creating forest carbon sinks. These efforts demonstrate CWG’s commitment to environmental stewardship.

Looking ahead, Locke envisions expanding CWG’s fine wine portfolio without necessarily acquiring more land. She is interested in exploring the virtual winery space, emphasizing a sense of place and purpose. This innovative approach aligns with her commitment to sustainability and community engagement, ensuring that CWG remains a leader in the wine industry.

In conclusion, Jennifer Locke’s journey exemplifies the power of resilience, compassion, and sustainability in leadership. Her story inspires others to prioritize people and the planet while achieving business success.

Photo by Eugene Chystiakov on Unsplash

Source: WineEnthousiast – Wine Executive of the Year Jennifer Locke on the ‘Magic of Wine’