ABOUT US

Josh’s journey into the wine industry began nearly 20 years ago, shortly after earning his business degree from the University of North Carolina. Driven by curiosity and a budding passion, he set off on a three-week trip through Europe to explore the deep connections between wine, land, people, and culture. Though captivated, he wasn’t yet sure how to turn that passion into a career.

Back home in Charlotte Josh took a job at a law firm while contemplating law school. Around the same time, his parents opened a small retail wine shop and mentioned a new opening at a local wine wholesaler. Intrigued by the opportunity, Josh applied—and was hired. That decision marked the beginning of a career he quickly grew to love. The energy, challenges, and relationships of the wine trade proved far more rewarding than he’d expected.

Over the next decade, Josh held key sales and management roles at The Winebow Group and a regional wine importer. He then moved west to California, where he spent the past nine years working for two of the most dynamic families in wine—the Huneeus and the Daou families—leading commercial strategy, sales, and market expansion initiatives.

Terroir Tactics Consulting is a boutique advisory firm specializing in helping wine and beverage businesses unlock their full commercial potential. We focus on elevating brand visibility, deepening customer engagement, and accelerating market expansion through strategic, sales-driven solutions tailored to each client’s unique goals.

Our team brings decades of hands-on industry experience—from wholesale and import management to national brand building and market launches. We partner closely with our clients to develop and implement custom strategies rooted in deep market insight, competitive analysis, and a clear understanding of consumer behavior. Whether it’s refining pricing models, optimizing distributor relationships, or crafting compelling trade-facing narratives, we build tactical frameworks that convert attention into action.

At Terroir Tactics, we don’t believe in one-size-fits-all playbooks. Every engagement is grounded in data, informed by experience, and designed to deliver practical, measurable results. We are passionate about helping our clients not just meet short-term sales targets, but build brands that endure.

From early-stage ventures to established portfolios seeking new growth, we offer the clarity, tools, and partnership needed to navigate today’s fast-evolving market with confidence and precision.

After playing a key role in the growth and eventual exits of celebrated brands like The Prisoner Wine Company and DAOU, Josh founded Terroir Tactics out of a deep respect for the intricate connection between vineyard excellence, market dynamics, and long-term brand success. Over nearly two decades in the industry, he witnessed firsthand how even the most exceptional wines can fall short without a clear, strategic commercial foundation.

Josh recognized a persistent gap in the wine industry: a lack of focused, actionable guidance to help producers translate product quality into sustained business performance. Terroir Tactics was born to fill that void—with a mission to help wine businesses fully leverage their strengths, build smarter go-to-market plans, and grow with purpose.

Combining sharp commercial acumen with a passion for authenticity, Josh approaches every client engagement with a mindset rooted in long-term brand building, not short-term gains. He understands what it takes to succeed at the highest levels of the wine industry and brings that experience to every partnership.

Through Terroir Tactics, Josh helps wineries, importers, and brand builders align their vision with real-world execution—so they don’t just sell more wine, they build something that lasts.