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Bonterra Organic Estates Announces Promotion of Jeremy Soule to Senior Director, National Accounts


Soule to Oversee Strategic Initiatives with National Retail Chains Kroger, Walmart, and Sam’s Club.

HOPLAND, Calif., (April 29, 2024) Bonterra Organic Estates, the largest Regenerative Organic Certified® winery in the United States, proudly announces the promotion of Jeremy Soule to Senior Director, National Accounts. In his expanded role, Soule will spearhead strategic efforts with national retail giants Kroger, Walmart, and Sam’s Club for the winery’s commercial division Viña Concha y Toro USA.

Soule, who served as Director of National Accounts since 2018, has shown exceptional leadership by significantly boosting growth in the company’s Kroger portfolio. His initiatives, which emphasize customer-centric programs and seamless cross-functional planning integration, have resulted in increased sales, market share, and sustainable distribution gains.

Soule’s prior roles at Bonterra Organic Estates included overseeing key Midwest chains such as Meijer, Giant Eagle, Hannaford, Wegmans Food Market, and various divisions of Kroger. Before his time at Bonterra, Soule led Club Channel-focused initiatives at Kellanova (Kellogg’s) and held multiple sales, marketing, and leadership positions at Frito-Lay (PepsiCo).

“Jeremy’s steadfast commitment and collaborative approach have fueled significant growth within our Kroger portfolio. I am confident that this success will extend to other national accounts as he takes on this expanded role,” said Allison Wetsel, President of Sales and Wholesale Operations at Bonterra Organic Estates. 

“Wine and its community encapsulate a blend of history, expertise, perseverance, and collaboration,” remarked Soule. “For me, the people of Viña Concha y Toro and Bonterra Organic Estates embody the resilience and dedication essential for curating an exceptional wine portfolio.”

Bonterra Organic Estates, the largest Regenerative Organic Certified winery in the United States, has been at the forefront of organic winemaking since planting its first organic vineyards in the late 1980s. In addition to its unwavering commitment to responsible business practices, Bonterra Organic Estates proudly imports the diverse portfolio of its parent company, Viña Concha y Toro, solidifying its position as the leading importer of South American wines in the United States.


The United States’ largest Regenerative Organic Certified® winery, Bonterra Organic Estates is an award-winning purveyor of multi-origin wines, selling in over 50 countries worldwide. Founded by Barney Fetzer in Mendocino County, CA, in 1968 as Fetzer Vineyards, and today part of global powerhouse Viña Concha y Toro, Bonterra Organic Estates remains driven by excellence, innovation, and longstanding commitments to the environment and responsible business practices. With a focus on crafting wines made from Regenerative Organic Certified grapes, Bonterra Organic Estates is a leading U.S. marketer of wines and the nation’s primary importer of South American wines. As a B Corp recognized as “Outstanding” by the nonprofit B Lab, Bonterra Organic Estates is grounded in the transformational goals of regenerative business. For more information about Bonterra Organic Estates and its commitment to sustainability, visit www.bonterra.com