Photo of CannaCrafts Chairwomen of the Board Terry Wheatley

Terry Wheatley

Chairwoman of the Board

Terry Wheatley, currently President of Vintage Wine Estates, oversees all commerce channels for Vintage Wine Estates portfolio of wines including domestic and International wholesale, direct-to-consumer, exclusive labels, wine telesales, clubs and winery tasting rooms.   Recognized as one of the wine industry’s “2016 Most Innovative Women in Food and Drink” by Fortune and Food & Wine Magazines, and 2018 Innovator of the Year by Wine Enthusiast Magazine, Terry is known for her deep respect for wine and the range of capabilities and strategies she employs to create, develop, promote, and sell them.

Over her forty year career as one of the fearless and tireless females in a challenging and complex industry, Terry’s success goes beyond her skillset directly to her keen sensibility of an understanding what the customer wants and needs. This sensibility, industry knowledge and passion for the business drives her unparalleled ability to relationship-build at every distribution point, leaving a high level of respect behind.

A native Californian, Terry was raised on a ranch near Red Bluff, California.  At the age of 20 Terry’s interests shifted to a new arena. She found herself in the executive suite at the E. & J. Gallo headquarters in Modesto as an administrative assistant, learning about the wine industry from the ground up.   In recognition of her competitive spirit and formidable business skills, Terry was quickly promoted, and assumed various sales and marketing positions as she rose through the ranks of her 17 year Gallo career. Loyalty and progress with Gallo, honed her personal principles.

In 1991, Terry was recruited by another top wine company, Trinchero Family Estates/Sutter Home Winery in Napa Valley, to head up National Account Marketing. Equally skilled in sales and marketing, and a highly effective manager, Terry continued her ascent up the corporate ladder and was appointed Senior Vice President, Sales and Marketing in 1998.

While at Sutter Home, Terry, personally touched by breast cancer, created the Sutter Home for Hope campaign.  A tireless organizer, Terry recruited support across the wine industry creating the industry’s first and most successful social responsibility campaign against breast cancer.

Terry, wife and mother of champion professional rodeo cowboys, also created Tough Enough to Wear Pink, the Western community’s campaign against breast cancer.

Now in its 15th year, the grassroots effort has grown into a powerful movement with fundraising activities across the U.S. and Canada during the rodeo season.  To date, Tough Enough to Wear Pink has raised over $28,000,000 for women with breast cancer and their families.

After thirty years in the corporate wine industry, Terry was more than ready to start her own wine company.  In 2008, she and wine industry friends founded Canopy Management, a wine brand creation company with sales, marketing, and distribution. Understanding the value of personal conversations with the consumer, Terry set out to create a portfolio of wines to engage consumers, particularly females, with brand stories that speak to their lives and experiences. This led to the popular Wine Sisterhood social and   e-commerce website, targeted to women who care about wine and each other. As a result, Canopy was known to be an industry best practices leader in the innovative use of social media networks.

After growing the company to almost 300,000 cases, Canopy Management was acquired by Vintage Wine Estates in July, 2014 and Terry joined Vintage Wine Estates as their Executive Vice President of Global Sales and Marketing.

Terry continues to bring her entrepreneurial spirit and keen insight to wine brand creation, sales and marketing in her position at Vintage Wine Estates.  As a successful female she continues to mentor women in the wine industry and all women she reaches.

Married for over 40 years, Terry has a real cowboy husband, two adult children and seven grandchildren.