On Its 50th Anniversary, Silver Oak CEO David Duncan Explains How the Luxury Wine Brand Stays True to Its Heritage While Constantly Innovating

Introduced in 1972, Silver Oak continues to be a person of the most common American wines in the country — and the globe. Silver Oak is the unique wine husband or wife of the San Francisco Giants and the Golden Condition Warriors, and counts the likes of Oprah Winfrey, Matthew McConaughey and Lebron James as superfans. We caught up with CEO David Duncan on Silver Oak’s silver anniversary to explore how the brand continues to thrive.

Silver Oak

How does a brand name stay genuine to its heritage while continuing to innovate?

You’ve acquired to rejoice in a way that can make the roots proud but keeps shifting the model ahead. First, we’re updating the bottle, but our admirers are insiders on our journey, so we hid the “est. 1972” as an Easter Egg in the mountain horizon of the illustration. We also up to date the winery rows to mirror the far more sustainable way we farm and irrigate right now. It’s a nod to our Alexander Valley winery being the initial LEED-Platinum vineyard at any time built and the to start with winery to acquire “Living Building” certification.

What do you imagine separates you from other winemakers?

When we started Silver Oak, we made the decision to age the wine for a longer period than any other American wine, so our 1972 vintage did not get produced right until 1977. We required to spend in quality. We are also the only North American winery to very own our cooperage, exactly where our barrels are made. Owning your provide chain is an crucial way to ensure exceptional contents in the bottle — and also to prevent offer-chain disruptions. Accurate reverence for craftsmanship is its possess variety of flywheel: Our emphasis on craft has introduced us together with like-minded fans from other types — food, the arts, audio, spirits and sport — which more fueled our creativity and growth. 

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Who have you collaborated with?

We at present have a pop-up at our vineyard with Kyle and Katina Connaughton – we like to say that their SingleThread is not just a person of the very best dining establishments in the globe, it’s also a showcase to a single of the finest duos of all time in any group (they are partner and wife – she is the farmer, he the chef). 

We’re launching a restricted-version beer in partnership with Russian River Brewing Business in the small-batch tradition of their Pliny The More youthful. It was brewed in Silver Oak’s American Oak barrels and utilised Silver Oak’s grape pomace, and will be available for a person night only at the restaurant of a further 3-Michelin Star winner, Christopher Kostow’s Constitution Oak, through our 50th Anniversary Week of festivities in August.  

What do you consider is critical to Silver Oak’s longevity and recognition?

Never make an analog in the present category — create your have initial. We didn’t want to do a French analog the purpose was to produce an American first. We utilized American Oak barrels to achieve this – it supports the unique American full-bodied Cabernet utilizing the flavor profiles that are a critical aspect of the American palate through classes like bourbon and tabasco. Our h2o-tower emblem captured a essential signature of American wineries and produced it an icon.

What traits are you observing in the world current market?

American wines are leading the entire world in the progress of demand from customers, excellent, and financial investment — particularly amid the premium American wines, in which there’s been a renaissance. This results from American winemakers continuing to evolve the craft and superior farming and use of technology.  

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As the American wine sector has stepped into a management job, the wines have grow to be more and more web site-driven, substantially like France prior to us. Our areas like Napa, Sonoma County, Mendocino County and Oregon have grow to be the American equivalents of Bordeaux and Burgundy, etc. Now we even see the French taking lessons from American wines — French wines are finding richer in taste, they’re on the lookout to integrate our technology and sustainable methods, and they are even getting developed to be drinkable upon release.

What is your technique to pricing?

We are an cost-effective luxury. Silver Oak found a exclusive lane of currently being the wine of decision for everyday living moments. We are certainly a luxurious merchandise, but one that is accessible for exclusive instances. Put your product correct in the sweet spot of a generous present. 

Where by do you assume the luxury shopper is heading?

Luxury products and solutions are heading to a electronic waiting listing design. We’re carrying out this with all our wines, and the sector is on its way. I consider this is far more accessible even if you’re not ready to purchase the product right now, you’re in a position to start off your journey, start off a one particular-on-just one partnership with the brand name, and even, to let the brand name shock you with an unforeseen window to gain entry. 

What are millennials on the lookout for in models?

Millennials are incredible because they do not want to compromise on having the finest of the two worlds: They want present day ways to sustainability, capsule collections, and personal tastings. But they also value shared inspiration with their mothers and fathers. We see an outsized proportion of multigenerational groups in our tasting rooms. Millennials care about group, which begins deeply with family members and extends to coming together to dine with their buddies. Wine has a special spot with this subsequent technology due to the fact it’s the truest beverage complement to a specific meal.