Washington Wine Rivals Unite to Conquer National Restaurant Menus

SEATTLE, WA – May 26, 2026 – In a move that could reshape the American wine landscape, a group of high-powered executives from competing Washington State wineries have set aside their rivalries to form a new, unified front. The "One Voice Council," officially established today, aims to revolutionize how the state's acclaimed wines are represented in prestigious national restaurants, hotels, and travel sectors.

This unprecedented coalition, comprising sales leaders from industry giants and boutique powerhouses alike, is built on a simple yet radical premise: community over competition. By pooling their collective expertise and influence, they intend to amplify a single message about the quality and value of Washington wine, a region often overshadowed by California on the national stage.

A New Playbook for a Crowded Market

The formation of the One Voice Council is not a matter of mere ambition; it is a strategic response to a challenging market. The U.S. beverage alcohol industry is navigating a period of contraction. Recent data from SipSource, a leading industry tracker, revealed that core wine sales continued their slide in the first quarter of 2026, with on-premise revenue declining by 2.3%. While this channel shows more resilience than off-premise retail, the pressure is on for every bottle to earn its place on a wine list.

For Washington, the nation's second-largest wine producer, the challenge is compounded. Despite a burgeoning industry of over 1,000 wineries contributing more than $9.5 billion to the state economy, its presence in national on-premise accounts has not kept pace. Industry insiders have long noted a disparity between the world-class quality of Washington's Cabernet Sauvignon, Merlot, and Riesling and their visibility on menus outside the Pacific Northwest. The council's mission is to bridge that gap.

By speaking with a unified voice, the group hopes to cut through the noise of a saturated market and make a compelling, cohesive case to the gatekeepers of national chains—the beverage directors and sommeliers who curate wine programs for thousands of establishments. The goal is to move beyond individual brand promotions and instead elevate the entire Washington category, creating a halo effect that benefits all wineries in the state.

The Power Players Behind the Pact

The council's membership roster reads like a who's who of Washington wine sales leadership, a deliberate assembly of influence and on-premise expertise. The initiative is spearheaded by Mark Gmur, a Certified Wine Educator and the founder of The Mark Wine Group, an agency specializing in placing premium brands in national accounts for nearly two decades. His firm's involvement provides a central organizing force for the council's on-premise-focused strategy.

Joining him are executives who navigate the front lines of the national market daily. The council includes Bryan Williamson from Ste. Michelle Wine Estates, the state's largest and most historic producer, signaling a significant commitment from a foundational industry player. Jenni Backes of Precept Wine and Spirits brings the perspective of another major Pacific Northwest portfolio.

Representing the luxury and boutique sector is Janna Rinker, Vice President of Sales at the acclaimed DeLille Cellars. Rinker has a proven track record, having dramatically expanded DeLille's national footprint and championed Washington wines in premium accounts across the country. The council also draws expertise from national distributors and portfolio managers, with Lizi Bull from Terlato Wines, a company with deep roots in the on-premise channel, and Denise Van Herpen from O'Neill Vintners & Distillers, bringing a broad perspective on portfolio strategy.

This blend of leaders from large-scale producers, specialized agencies, and luxury brands creates a formidable brain trust. Their combined experience and networks represent the council's primary asset in its quest to secure a more prominent future for Washington wine.

A United Front or an Exclusive Club?

While the concept of "community over competition" is compelling, such collaborations are complex undertakings. The One Voice Council is structured as an independent body operating in a "strategic partnership with Washington Wine," the state's official marketing commission. This model mirrors successful precedents set by other regions, like the Oregon Wine Board, which has effectively used collective marketing to build its state's brand identity.

However, the council's initial composition, focused on established leaders from larger companies, raises questions about its relationship with the broader Washington wine community. The state's industry is characterized by its diversity, with an estimated 90% of its wineries being small operations producing fewer than 5,000 cases annually. The long-term success of the "One Voice" initiative will likely depend on its ability to demonstrate that a rising tide lifts all boats, including these smaller producers who may not have a direct seat at the council's table.

The council's stated mission is to champion the entire category, and the strategic partnership with Washington Wine suggests a mechanism for broader industry benefit. Proving that the gains secured in national accounts can create opportunities and drive awareness for the entire region will be a critical test of the council's collaborative ethos.

From Community to Category King

At its core, the One Voice Council's mission is to transform collective goodwill into tangible market share. The group is betting that a unified, strategic push is more powerful than the fragmented efforts of individual competitors. In a formal statement, the council articulated this vision clearly.

"By uniting as the One Voice Council, we transcend individual competition to champion a collective mission," the statement reads. "This mission leverages our shared expertise and innovative spirit to elevate the entire Washington wine category within the national account channel, proving that when we lead with community, we secure a more prominent and prosperous future for the state's world-class wine industry."

The journey from a press announcement to widespread presence on national menus will be arduous. It will require sustained collaboration, deft navigation of corporate and brand interests, and a compelling narrative that resonates with buyers and consumers alike. If successful, however, the One Voice Council could not only achieve its goal of putting more Washington wine on America's tables but also write a new chapter for collaborative marketing in the U.S. wine industry.