Recruit Rockstars 339: He Leads the First Data-Driven Winery

Geoff McFarlane is turning the $72B wine industry upside-down.
He’s CEO of Winc Wines, which he co-founded 8 years ago. Now, annual revenues exceed $40M
Geoff spent years in the hospitality industry, where he learned how to create experiences for people. Now, he’s brought that skill to the wine business to fundamentally change it.
Winc builds direct relationships with vineyards, farmers, and winemakers to make exceptional wines. Distributing directly means you get them at a great value.
In short, Winc tests wine concepts with consumers & then produces the ones they love. Instead of “pushing” what they can make (like most wineries,) they “pull” consumers in based on preference.
Winc has created a customized experience for its members & brings ease and exploration to buying & enjoying wine. Based on consumer insights, they’ve developed iconic brands like Summer Water and Folly of the Beast.
Now, Winc’s sought-after brands are available in Whole Foods, Costco, Trader Joe’s, Kroger, and restaurants.
Backed by Bessemer Venture Partners & Amplify.LA, Winc has landed on the Inc5000 list of fastest-growing companies.
In this 20-minute conversation, Geoff reveals how he’s scaled the 100-person team. And some of the mistakes he’s made along the way.

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“Jeff has recruited Rockstars and built winning cultures for 25 years. Finally, he shows us how!” —Brad Feld, Managing Director, Foundry Group Venture Capital