The Duckhorn Portfolio Appointed Three New Executives
A reshuffle of leadership positions at the California-based winery group signals a pivot toward new growth targets.
Updated on Sept. 30, 2026 in People
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The Duckhorn Portfolio has announced the appointment of three new executive vice presidents to manage sales, marketing, and operations. These leadership changes support the winery's next phase of growth as it manages a production volume of 2.9 million cases annually.
Why it matters
Strategic leadership changes in high-volume production companies often signal a shift in market focus or operational efficiency goals. For operators, these moves offer insight into how established firms reorganize internal hierarchies to scale production and maintain brand presence in a competitive sector.
The Duckhorn Portfolio manages an annual production volume of 2.9 million cases of wine across the U.S. market. The firm has appointed three new executives to oversee its sales, marketing, and operations functions as it moves into its next phase of organizational development.
The players
The Duckhorn Portfolio
A California-based wine producer that manages an annual volume of 2.9 million cases.
Zach Rasmuson
A long-tenured executive who served as COO from 2012 before joining the company board of directors.
Chanel Caplan
An executive promoted from SVP of brand management to EVP and chief marketing officer.
Paul Passaro
The incoming EVP and chief sales officer joining the firm from O'Neill Vintners & Distillers.
P.J. Alviso
The incoming EVP and chief operating officer set to assume the role in early 2027.
The details
The reorganization centers on the promotion of existing leadership and the integration of new external talent. Chanel Caplan, previously the SVP of brand management, takes the role of EVP and chief marketing officer, while P.J. Alviso and Paul Passaro fill the COO and chief sales officer roles respectively. This leadership transition follows the move of former COO Zach Rasmuson, who held the position since 2012, to the company's board of directors.
Timeline
Zach Rasmuson began service as COO in 2012.
Chanel Caplan's promotion became effective on September 30, 2026.
Paul Passaro's role became effective on October 5, 2026.
P.J. Alviso's role is scheduled to become effective on February 1, 2027.
Market Landscape
These appointments follow the 2012 transition of Zach Rasmuson to the COO role, marking the end of a long-standing operational era for the firm. The move follows a common industry pattern where mid-market companies pivot their leadership teams to support expanded growth cycles.
Operators should monitor shifts in vendor communication and sales strategy, as new leadership often reviews existing distribution and procurement partnerships. Tracking the effective dates of these appointments can help businesses anticipate potential changes in account management protocols.
The takeaway
Leadership changes at scale are often a trailing indicator of an firm's intent to capture greater market share or optimize internal margins. Operators should note the February 1, 2027, effective date for the new COO as a signal to expect finalized shifts in the company's operational trajectory.
Further reading
For more on shifts in industry leadership, explore the People section.
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