Sips & Bytes - Peter Jones

Meet Peter Jones, The Man Behind Shopify’s Wine Ambitions

Wine tech is a unique and increasingly valuable category within the industry. It’s a rare person who understands technology, wine, and, most importantly, the wine business. Who are the innovators, thought leaders and best operators powering the industry's digital engine? Those are the individuals I want the industry to know. And so I want to spotlight the best of the best, those whose thoughts and actions drive real change in our industry. So that’s what Sips and Bytes is all about. So please join me for the first installment featuring Peter Jones from Shopify. 

When you meet Peter, his thoughtful approach instantly captivates you. He absorbs every word in the conversation before returning a very considered response. With a deep voice and the weight of his deliberate thinking, he resonates with determination and lets you know he's serious about your conversation. But he’s a digital guy through and through. If you were to cut him, he would bleed e-commerce. And from his purview at Shopify, one of the world's largest e-commerce platforms, he's living the reality of the pace of online sales. But what sets him apart isn't just his knack for his intense conversations about technology but that his heart beats that of wine culture. Although he’s not from a generational wine family, he was raised surrounded by the vineyards and wineries of Northern California. Peter's not your average technology leader; he's someone who truly connects the spirit of Silicon Valley with Sonoma Valley. You can feel his passion for helping small and large wineries sell more wine online to consumers. It's his rare blend of wine wisdom and tech talent that the industry needs to create products that genuinely make us successful. Candidly, I don't think Shopify would be as successful in the wine industry without his understanding and guidance of a winery's needs. Peter is not only an employee of Shopify but also a true disciple of the platform. His combined passion for wine and Shopify makes him a force with which to be reckoned.

I had a chance to sit down with him and ask him some questions to share with the industry, such as how he thinks, what inspires him, and what he's doing to make wine online successful.

Tell me a bit about you . . . where you grew up and what you do.

I grew up in Santa Rosa, California, in the heart of Rincon Valley, and while we were close to some vineyards, I do not come from the industry. 

I co-founded Aesthete Wines with my brother in 2016 - just a few years after he acquired Dry Stack Vineyard in the Bennett Valley AVA -  with the vision to focus on producing the best possible wines from one of the best Sauvignon Blanc sites in the US. We’ve evolved to include Pinot Noir and now focus on making two unique expressions of each varietal that showcase the depth of the site and fruit and the immense talent of our renowned winemaker, Jesse Katz. 

Aesthete is intentionally direct-to-consumer and available in some Michelin Restaurants as well. We recently acquired more vines, including the former Truett Hurst property in Healdsburg’s Dry Creek Valley, where we will offer tastings, culinary experiences, and more. 

Many agencies and developers in the Shopify ecosystem are doing great work, including within the beer/alcohol industry. 

There are thousands of examples of alcohol brands on Shopify, including traditional wineries owned by some of the biggest publicly traded companies and local, family-owned operations. There are unique wine club models, urban tasting rooms, corner liquor stores, specialty shops, and even some big-box retailers. 

Robert Mondavi, The Prisoner, Simi, Ram’s Gate, 19 Crimes, Rabble, Avaline, Nocking Point, Pali Wine Co, Bright Cellars, Dry Farm Wines, Splash Wines, Wine Insiders, Somm Picks, de Negoce, Sage Society, Nomadica, Blackwells, Ludwigs, Bottle Barn, BevMo, etc. to name a few. 

How did you become interested in the intersection of wine and digital tools? 

My first e-commerce role in 2013 took my interest in tech to a whole new level. My fascination and curiosity with the tech industry continue to be a passion, especially after living in San Francisco for twelve years and getting the chance to work and learn at some of the fastest-growing SaaS companies in the world. 

These experiences, along with my passion and exposure to the wine industry as a proprietor, excite me for all that’s possible and what lies ahead for an industry that has been relatively slow to adapt to some of the best technological advancements ever. 

Could you share a noteworthy or exciting achievement or project at your company that excites you or is bragworthy? 

I’ve had the privilege of leading the wine and spirits go-to-market at Shopify, where the internal team continues accelerating adoption in the industry. In just a few years since its launch, Shopify has quickly become the platform of choice for all types of alcohol businesses of all sizes worldwide. 

Name three wines you think are wonderful. 

Pont Neuf - their Pinot Noir’s are truly exceptional and my favorite discovery over the past few years. 

Aesthete - I’m incredibly biased here, but Jesse has genuinely made some world-class Sauvignon Blancs since our inaugural 2016 vintage. 

Continuum—The impact the Mondavi family has made on the industry goes without saying, and it’s remarkable to see and experience what they’re doing over 100 years into the making. 

In your opinion, what makes the combination of wine and technology extraordinarily challenging?

Our human desire to stick with what’s comfortable. While the wine industry tends to think about seasons and vintages, tech is moving faster than ever. The trick is learning to leverage what’s applicable—everything may not have a direct correlation, but innovation within an industry often comes from outside an industry initially. 

What key recommendations would you offer a winery looking to integrate digital tools into its sales, marketing, or operational strategies?

Embrace change and invest in people willing to be curious and try something new and different, and you are very likely to come out ahead. 

In your view, what is the most significant obstacle wineries face when leveraging digital tools?

There is a fear of the unknown and a lack of support from leaders and/or decision-makers who insist on maintaining the status quo. 

What digital tools or technologies are you currently excited about outside the wine industry, and how do you see them potentially benefiting the wine sector?

Blockchain. Tech is moving so fast right now that I don’t think our brains can fathom the computational growth we’re experiencing. The next technology cycle will unleash more creativity and potential in new and exciting ways to empower creators, builders, entrepreneurs, communities, and consumers globally. 

Perhaps the benefit I’m most excited about for the wine industry is a more viable path to building a business that doesn’t require the antiquated intermediaries stifling the industry for far too long.   

What advice would you give to small or boutique wineries with limited resources looking to compete with larger wine producers in the digital space?

Be yourself, and focus on the quality of your products, people, and experiences to build a community around them. Remember that the large producers are playing a different game, so don’t assume their way is right for your brand.

In your experience, what common misconceptions or pitfalls should wineries avoid when implementing digital strategies?

Mistaking tactics and/or tools for a strategy is something I’ve encountered regularly. 

All technology decisions come with trade-offs, and while there are no silver bullets, any strategy that relies on a half-baked plan and nominal support from leaders is destined to fail. 

What software tools do you or your company use that make you super effective (e.g. Slack, ChatGPT, HubSpot), and how do you use them?

Definitely not slack! LOL

For me, it’s Shopify. The platform and ecosystem are unparalleled. It’s a unified solution with so many pre-built integrations and even more developers and agencies readily available to help solve any problem. Yes, even compliance and wine clubs. Allocation models, too ;) 

If you owned a wine brand, what would be the first three things you would do to prepare your winery for digital success?

Start building community as soon as possible. Invite people to participate in the process rather than wait until your release and/or opening. 

Invest in the best technology, which will enable a small team to execute today and future-proof your business in countless ways. 

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Next week on Sips & Bytes - Alder Yarrow