Press Coverage
Feb 25, 2026

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Forbes

Forbes Spotlights JP Bourgeois’s Relationship-First Model as a Blueprint for the Future of U.S. Wine Distribution

Forbes spotlights JP Bourgeois’s relationship-first model and why it may offer a stronger path forward for today’s struggling American wine market.
Lauren Mowery
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“My company is simply the vessel to get those bottles of wine to the table of the consumer and share that story and that sense of place.”

— JP Bourgeois

In the feature, Mowery traces Bourgeois’s roots from the vineyards of the Northern Rhône to his founding of JP Bourgeois Selections in 2006. Rather than building a volume-driven portfolio shaped by shifting trends, he chose to curate a stable of small, multi-generational French estates and represent them with long-term commitment. The article contrasts his relationship-first philosophy with the consolidation and commodity strategies dominating the American wine market, suggesting that smaller, focused portfolios grounded in transparency and producer alignment may offer a more resilient path forward.

Key Highlights

  • Founded JP Bourgeois Selections in 2006 during a volatile U.S. market
  • Built a portfolio centered on multi-generational French family estates
  • Operates largely on trust-based agreements
  • Collaborates with producers on blends, positioning, and market strategy
  • Runs a lean team selling into 42 states
  • Emphasizes transparency in farming and production practices
  • Advocates for smaller, curated portfolios over volume-driven models 

PUBLICATION

Forbes

Founder Interview
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