By Laura Ness
For Jen Locke, CEO of Crimson Wine Group (CWG), overseeing a portfolio of six fine wine estates across 1,000 acres on the West Coast, including her home state of California, represents the culmination of a lifelong journey in hospitality. This journey began in her grandmother’s kitchen. “My paternal grandfather died when my dad was 8, so my grandmother started a catering business out of her home to support her four kids,” says Locke. “As the youngest grandchild, I spent a lot of time in Gram’s kitchen, which smelled like love — those olfactory memories! I had so much respect for her.”
At 16, Locke’s parents encouraged her to “find a job,” leading her to start in the restaurant world, bussing tables at Ray’s Boathouse. This early exposure to the world of food and hospitality inspired a deep passion for the industry. Guided by mentors such as Jeff Prather (then the wine director at Ray’s), she developed a knowledge of Northwest wine that set the stage for her career. Locke’s trajectory quickly advanced as she became a manager at Cutter’s, part of the Restaurants Unlimited chain.
Another turning point came when her sales rep from The Chalone Wine Group, one of her wine suppliers, suggested she take his job as he moved back to California. She took the job, ultimately advancing to manage 12 Western states, until Diageo purchased the company in 2005.
After Chalone, Locke spent a decade in Oregon as national sales manager for Willakenzie — a role that had her traveling globally. Looking to be a bit more grounded, Locke transitioned to Treasury Wine Estates (TWE) where she quickly advanced through the ranks of DTC to become senior VP of luxury brands in North America. In 2019, she was recruited for her current role as CEO of Crimson Wine Group.
Leadership across categories
Under Locke’s leadership, CWG has experienced remarkable growth and established itself as a disruptive force in the industry through its commitment to sustainable practices.
The company’s top SKU, Pine Ridge’s Chenin Blanc/Viognier blend, has doubled in size, while Seghesio Family Vineyards Zinfandel has risen to become top seller in its category. Seghesio, one of CWG’s premier brands, cares for some of the oldest vineyard plantings in the United States and recently celebrated its 129th anniversary.
“We are guardians of the old vines,” says Locke. “We are painstaking in the vineyard and focused on sustainability in both our vineyards and winery.”
Locke’s leadership has been instrumental in focusing the Crimson team on challenges such as climate change by installing solar, creating strategies for water reduction and retention, and experimenting with new planting locations and varieties with Cabernet in Carneros and Mediterranean varieties in its Oakville vineyards to enhance blending options.
Locke credits Nicolas Quille, Crimson’s chief of operations and winemaker, for championing the company’s membership in International Wineries for Climate Action (IWCA), committing to the Race to Zero initiative to become carbon neutral by 2050. One notable achievement is transitioning more than half of its production volume to lightweight glass bottles.
Michelle Erland, West Coast Director of Colangelo & Partners, applauds Locke’s efforts: “CWG’s leadership in reducing carbon footprint through glass weight reduction and introducing a new lightweight glass logo to educate consumers about sustainability is transformative.”
Looking to the future
Erland further emphasizes Locke’s inspiring influence: “Her commitment to preserving vineyards, estates and habitats across California, Oregon and Washington, while driving growth, makes her a truly inspiring leader in both the wine and environmental sectors.”
Locke’s vision extends beyond the vineyards. She is passionate about creating unforgettable experiences for customers. Adding, “We are in the customer experience business. If you are lucky enough to open a bottle of wine with dear friends over a shared meal filled with laughter and love, then you know it isn’t about any one component of the experience. The sum outweighs the parts.”
Ultimately, Locke’s approach is grounded in her unwavering belief in quality. “Wine in the bottle does the work, first and foremost,” she asserts. Her dedication to excellence, sustainability and customer connection cements her reputation as a visionary leader who continues to shape the future of luxury wine.
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Laura Ness
Laura Ness is an avid wine journalist, storyteller and wine columnist (Edible:Monterey, Los Gatos Magazine San Jose Mercury News, The Livermore Independent), and a long time contributor to Wine Industry Network. Known as “HerVineNess,” she judges wine competitions throughout California and has a corkscrew in every purse. However, she wishes that all wineries would adopt screwcaps!
