As Senior Vice President of Marketing and Impact, Rachel Newman guides marketing for the dynamic Bonterra brand, including all DTC and Hospitality programs as well as the portfolio’s numerous and longstanding impact initiatives. Her commitment to the sustainable values in which Bonterra Organic Estates is rooted drives her advocacy and innovative, purpose-driven storytelling. “We are not growing a brand just to grow a brand – it’s to make a positive impact on the world,” says Rachel. “The more we grow, the greater our impact. That’s truly inspiring, and empowers us to engage authentically with our consumers.”
Before taking the marketing helm for Bonterra in November 2023, Rachel oversaw marketing for Bonterra Organic Estates’ Luxury Brand Division, including the iconic Viña Don Melchor and Alea Fina brands, as well as Bonterra Organic Estates’ Single Vineyard wines, among other acclaimed wines.
Unlocking brand potential through story
A seasoned strategist and skillful storyteller, Rachel has developed a reputation for successfully elevating brands and categories among consumer and trade audiences. In prior roles at Bonterra Organic Estates, she garnered impressive growth and global marketing awards for the company’s portfolio of high-impact California brands, including Fetzer and Bonterra, and the acclaimed wines of Chile’s sustainability standout, Viña Cono Sur.
Building on international experience
Rachel, a native of Iowa, graduated with a degree in media and public relations from London Metropolitan University. She cultivated a passion for wine while studying abroad at the University of Queensland in Australia, then began her career working in brand marketing for an importer in London, managing a portfolio of wines with origins in Portugal, Italy, Australia, and beyond. She subsequently joined Concha y Toro UK as brand manager, before moving to the US in 2015 to oversee brand marketing for Bonterra and other California brands in the Bonterra Organic Estates portfolio. Her impressive work has won her a series of promotions within the organization, building to her present role.
Galvanized by “the unachievable”
A talented problem-solver, Rachel finds her greatest motivation in working toward goals others might call unachievable. “I love to take on challenges and cultivate the opportunity within,” she says. “Even with the wildest, most ambitious goals, I am always asking: ‘How might we get there? How can we figure it out?’ Rising to meet our biggest, most daunting challenges is the most exciting and rewarding part of my work.”