71: Leading with Purpose: Jason Haas on Scaling Tablas Creek Without Compromise - Business of Drinks

Tablas Creek Vineyard isn’t just a winery — it’s a masterclass in how to lead with values and still grow. In this episode, we sit down with proprietor Jason Haas, one of the most respected voices in American wine, to explore how his team has scaled a brand that stands for integrity, innovation, and environmental stewardship.

Co-founded in 1989 by the Haas and Perrin families (of Château de Beaucastel fame), Tablas Creek pioneered Rhône varieties in Paso Robles and today remains at the forefront of sustainable winemaking. It was the first winery in the world to receive Regenerative Organic Certification. It’s also a powerful case study in direct-to-consumer success: Tablas Creek produces 30,000–35,000 cases annually, with 80% of its revenue coming from DTC sales.

In this episode, Jason shares:

• How they built Tablas Creek’s category leadership from an unsung region and grape portfolio

• The marketing shift that led to a 20% increase in DTC sales in 2024

• Why white wines are now driving growth

• How a single blog post led to a boxed rosé launch that sold out in four hours

• What it takes to maintain team culture and creative freedom in a growing 50-person organization

• His advice to founders on staying true to your brand—even when market trends tempt you to stray

Jason also explains why the $25–$40 price tier is outperforming other segments, and how Tablas Creek doubled its export business with just five well-timed market visits.

If you’re a founder or operator looking to build a brand that endures — while staying nimble and connected to your customer — this episode is packed with insights you won’t want to miss.

Last Call:

Co-hosts Erica Duecy and Scott Rosenbaum break down the most important takeaways from Bar Convent Brooklyn. A few highlights:

🍸 RNDC’s impending CA closure shook the room — and the distributors on stage didn’t sugarcoat what’s ahead.

🚨 New reality: Every initial sale is a liability — unless your product moves fast.

🧊 Coffee spirits everywhere. We’re still not done with espresso martinis, apparently.

💰 Launching a spirits brand in 2025? Hope you have $1M.

Don’t miss our next episode, dropping on July 9.

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Erica Duecy, co-host: Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.

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Instagram @ericaduecy

Scott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.

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Caroline Lamb, contributor: Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners, a Michigan-based importer and distributor.

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Instagram @borkaline

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