Julie Pedroncelli St John
Vice President, Marketing and 3rd Generation Family Owner
Julie is a Dry Creek girl, growing up in the family home next to the winery in Dry Creek Valley, Sonoma County. She attended Dominican University and, upon graduating with a degree in English, she returned home to work at the winery, first in the tasting room and then in the office. She received “on the job” market training as her father’s administrative assistant for two years.
Julie later took on additional marketing communications responsibilities. She began by writing Pedroncelli’s first newsletter, and soon expanded her work to include development of materials promoting the line of wines. Since officially becoming vice president, marketing in 1997 she has expanded marketing outreach through winery trade events, market visits, targeted product material and the internet. “My job is to give wholesalers and retailers the tools they need to tell our story,” she explains. Travel as the ‘Brand Ambassador’ takes her from the northwest through the northeast of the United States as well as Canada. She is launching a blog in 2014, Vino in my Dino, which covers many subjects regarding the wine business from barrels to bottles, wine and food.
In addition to her winery work, Julie is and has been involved with many wine industry groups, including her current role as a board member with Wine Institute, Sonoma County Wine Library Associates and the Geyserville Community Foundation. Past board positions were held with the Sonoma County Vintners, Sonoma County Wineries Foundation, Russian River Wine Road, Winegrowers of Dry Creek Valley, and Zinfandel Advocates & Producers.
Married to Ed St. John since 1989, they reside in Healdsburg. After raising two-- now adult—children, she sparkles when she talks about her two grandsons. Wine and food pairings are a passion for Julie who has her eye on producing a cookbook in 2015. Julie is also a member of Soroptimist International Cloverdale.
Ed St. John
Vice President, Sales and Marketing
A native of the DryCreekValley in northern Sonoma County, California, Mr. St. John has more than three decades of wine industry experience. A short two years after completing school, he began working in the cellars of several small wineries in Sonoma. Progressing from a laborer to cellar master over the span of three years, he fully immersed himself in learning the technical side of production-from fining and filtering to blending and bottling. As time progressed and his understanding of the process grew he moved toward representing the wines at trade shows and public tastings. A gregarious story-teller, he soon found a new and exciting home in the business—sales and marketing.
The ensuing years found Mr. St. John developing a then-new concept of Consumer Direct Marketing. His passion for technology, understanding of the winemaking process and gift for personal interaction proved to be a natural fit for the new role in sales. It was during this time that Mr. St. John met and married his wife of 26 years, Julie Pedroncelli. With her encouragement he moved on to the next phase of wine industry sales—winery equipment and wine corks. This period included extensive travel in California and Europe and culminated with his appointment as sales manager for a $14mm company.
After 15 years in a highly competitive field, Mr. St. John answered the call to come to work for the family business. Having a broad understanding of the wine industry from a global and corporate perspective, his ideas have challenged the family to think in new ways and keep its competitive edge. His responsibilities at the winery currently include National Sales Administration, Market Development, Portfolio Branding, Direct to Consumer Sales and Information Technology.
Ed is the father of two adult children, proud grandfather of two grandsons and faithful companion to his dog Dirk.