by Wine Business Communications April 02, 2004

Fetzer Vineyards president Paul Dolan announced this week that he is leaving the Mendocino County winery and Brown-Forman Wines at the end of the month. Dolan spent 27 years in leadership positions with Fetzer.

"Over the past couple of years, as I've worked to share our story in True To Our Roots, I've come to realize that the next chapter in the book of my life is ready to be written," Dolan wrote to fellow employees.

True To Our Roots is the book Dolan wrote chronicling his vision and Fetzer's pursuit of sustainable business practices.

"My work in carrying forward our message of sustainable business has just begun, and I plan to continue speaking, writing and spreading the word in every way possible. I will remain active in the work of the Wine Institute in this area, and also continue to champion the Wine Vision process which, at its heart, is simply trying to make wine more accessible and understandable to more Americans," he continued.

"Without the full support of Brown-Forman, it would not have been possible for these ideas to reach their fruition at Fetzer, or to move beyond our own Mendocino borders to impact the wine industry as we have. I can't thank the leadership of Brown-Forman enough for the vision and continued leadership for sustainability."

Dolan plans to launch a new winery, Sauvignon Republic Cellars, focused on Sauvignon Blanc from the world's best growing regions, farmed organically and biodynamically.

"Nobody really specializes in Sauvignon Blanc other than the French," Dolan said.

Dolan and his sons are also in the early stages of creating an additional and thus far unnamed winery. There was speculation in the trade that Dolan is negotiating to purchase a winery in Mendocino. "I am looking at something but can't confirm anything," Dolan said.

Sauvignon Republic Cellars will begin with small amounts of 2003 Russian River wine and 2004 wine from Marlborough, New Zealand. The wine is being made at Grove Street winery and John Beuchsenstein, previously with Fife Vineyards and McDowell Vineyards, is the winemaker/general manager. "He's the face of the brand," Dolan said. Tom Meyer, previously in sales and marketing with Brown-Forman and celebrity chef John Ash are also partners.

Dolan is slated to become chairman of the Wine Institute in three years. He is heading a new Wine Institute subcommittee looking at reshaping the public's perception about wine. "It's not a marketing plan," Dolan said. "It's more about our relationship with consumers. We've managed to glorify the $100 bottle of wine and belittle the $5 bottle of white Zinfandel. The big opportunity is to shift that dynamic and make it OK to drink wine at any time as you like it."

In a move reflecting Dolan's legacy, Fetzer is introducing a new package this summer that will include the slogan, "From the Earth to the Table" on the front label. "We've spent time and energy and resources on this sustainable business and really feel like we have the opportunity to talk to the consumer about it," Dolan said. "We have credibility and now's the time to share that with the consumer."