Issue link: http://digital.copcomm.com/i/133302
COVER STORY A Family Connection It's not every day the Chairman of a company like Deutsch Family Wine & Spirits invites you into his home to take photos as he enjoys a summer barbecue with friends and family, but for Bill Deutsch, business and family go hand-in-hand. "Family businesses are the backbone of this country, says Bill, " who works alongside his son, CEO Peter Deutsch, to actively seek out other family-run businesses as partners. "I have believed for a long time that there's a niche in the U.S. alcoholic beverage business for family importers working with family producers and selling through family distributors, continues Bill. " "There's something about one family business working with another family business that makes it easier to relate; it's a perfect relationship. " began to take off in 2001, we were a medium-sized family company. We moved very quickly to find the right people and develop the right systems, and today we're equipped to introduce a whole new category like premium sangria," comments Peter. Agrees Bill, "[ yellow tail ] for the Deutsch family has been such an incredible experience from so many different perspectives. It has been incredibly rewarding for our family business to join forces with another family business, the Casellas, an Italian immigrant family living in Australia, and create this massive brand for the U.S. consumer. It has been so exciting to see two families who work so well together find success as [ yellow tail ] has grown from case 1 to 8.5 million cases and still growing." Even with a megawatt star like [ yellow tail ] in its portfolio, the Deutsch family is always evolving its business. "One of the areas where we've had the most success has been in innovation: creating line extensions from the existing [ yellow tail ] brand that are right for the marketplace," comments Bill. "We believe that premium sangria is where consumers' tastes will migrate—and what brand to better bring this to the consumer than [ yellow tail ]?" Peter Deutsch, CEO, Deutsch Family Wine & Spirits, and Bill Deutsch, Chairman, are a father-son dynamic duo. With family at the forefront, it's no wonder the company changed its name last year from W. J. Deutsch & Sons to Deutsch Family Wine & Spirits: "The name change really reflects our commitment not only to our family business, but to our partner family businesses, comments Peter. "It's says a lot about " who we are and what we value. " While Peter has young children waiting in the wings to carry on the family business ("Only time will tell, he laughs), the Deutsch family is also keen to " emphasize the importance of family for their employees, offering an innovative college reimbursement program available to every child of a Deutsch Family Wine & Spirit employee. "We have 200 families within our company, and we strive to ensure that familial sense trickles down, says Bill. "It is very gratify" ing for us to be able to engage and employ these people, and we are proud to help their children achieve their dreams. " Even those not related by blood feel a swell of pride to be part of the Deutsch family. "I love that the Deutsch family has built an incredibly successful business based around core family values in an industry that often gets carried away with pretense, says Tom Steffanci, President. "These are special " guys. This is a special family. " [ yellow tail ] sangria is the next line extension for the super successful brand and will debut soon. 58 / the tasting panel / june 2013 TP0613_042-79.indd 58 5/23/13 4:33 PM