July 22, 2025 (Dry Creek Valley, CA) — The esteemed Pedroncelli family is pleased to announce the appointment of Turquoise Life Beverage Brands as its exclusive agency partner in the United States, effective July 1, 2025.
This strategic partnership comes during a period of renewed growth and momentum for Pedroncelli Winery. Since Julie Pedroncelli St. John assumed leadership as President and CEO in 2022, the historic Dry Creek Valley winery has undertaken a series of key investments—including facility upgrades, vineyard improvements, and the streamlined repositioning of its core product portfolio. As a result, Pedroncelli has seen impressive growth: overall brand sales have increased 28%, while its “Core 4” range posted a 51% gain, according to Nielsen Data.*
“We are fortunate and thankful for the support we have received from our wholesale and retail channel partners,” said Dave Trebilcock, Vice President of Sales and Marketing at Pedroncelli. “However, given the challenging market environment, we fully understood the need to enhance our market capabilities and reach. We found the perfect partner in Turquoise Life. With a complementary portfolio and strong presence across key opportunity markets, we believe this partnership will further accelerate our growth.”
Julie Pedroncelli St. John, President and CEO of Pedroncelli Winery, added “Partnering with Turquoise Life marks a pivotal moment for Pedroncelli Winery. As two family-owned companies grounded in tradition yet focused on the future, we share a deep commitment to building enduring, high-quality brands. Turquoise Life brings a powerful network, proven sales expertise, and a like-minded passion for wine—all of which align perfectly with our next phase of national growth. We’re confident this partnership will not only amplify our presence but help us reach new audiences in a meaningful and lasting way.”
Tunch Doker, President of Turquoise Life, shared his excitement by stating “We are thrilled to partner with the Pedroncelli family and represent a brand with such a rich heritage and strong future. Our shared values, commitment to quality, and aligned vision make this collaboration a natural fit. We see tremendous opportunity for Pedroncelli in the U.S. market and are fully committed to driving its next chapter of growth with energy, focus, and purpose.”
*Source: Nielsen Total US xAOC + Liquor Open State – 52 weeks thru March 22, 2025
About Pedroncelli Winery
2025 marks the 98th anniversary of the founding of the winery by Giovanni and Giulia Pedroncelli in 1927. The winery and vineyards remain family owned and operated in Dry Creek Valley, Sonoma County, California. Certified sustainable by the California Sustainable Winegrowing Alliance in both the vineyards and winery. Pedroncelli’s portfolio focuses on what grows well in this renowned appellation: Sauvignon Blanc, Zinfandel and Cabernet Sauvignon. A total of 115 acres is farmed, bringing in 10 different varieties.
About Turquoise Life Beverage Brands
Founded in 2010, Turquoise Life Beverage Brands represents a curated portfolio of premium wine and spirits from across the globe. With a proven track record of launching and scaling category-leading brands, Turquoise Life combines deep industry expertise with a forward-thinking approach to consumer engagement. The Company is guided by a strong commitment to environmental responsibility and innovation, shaping trends and delivering meaningful, lasting impact in the ever-evolving beverage market.