Duckhorn Portfolio installs veteran wine sales operator as Chief Sales Officer while promoting two internal leaders to shape growth strategy.

The Duckhorn Portfolio, the Napa-based luxury wine company marking its 50th anniversary, announced a significant reshuffling of its C-suite that signals confidence in both external talent acquisition and internal promotion. Paul Passaro joins as Chief Sales Officer effective October 5, bringing 25+ years of wine and spirits sales experience from O’Neill Vintners & Distillers. Simultaneously, Chanel Caplan moves into Chief Marketing Officer and P.J. Alviso ascends to Chief Operating Officer (effective February 2027), while long-tenured COO Zach Rasmuson—who held that post since 2012—transitions to the Board of Directors.

For on-premise and retail buyers, this matters: sales leadership changes at major portfolio companies often ripple through distribution strategy, pricing architecture, and account management priorities. Passaro’s background signals Duckhorn isn’t content holding share—his mandate over wholesale, national accounts, export, and sales operations suggests an aggressive push for volume growth and channel optimization. The simultaneous elevation of internal talent (Caplan and Alviso) indicates CEO Robert Hanson wants institutional continuity; these aren’t outsiders parachuting into unfamiliar territory. Rasmuson’s board election keeps 14 years of operational knowledge at the governance table, which typically means capital allocation and strategic investments in production, supply chain, and digital infrastructure remain informed by someone who knows the machine intimately.

For distributors and on-premise partners, the question is simple: does this team execute a growth agenda that expands Duckhorn’s footprint in your market, or does it tighten the portfolio and rationalize SKUs? Passaro’s hiring suggests the former. Watch for announcements on sales incentives, new account targets, and distribution network moves in Q1 2027—that’s when Alviso assumes operational authority and the full strategy becomes visible. Rasmuson on the board means the business isn’t betting on flash; it’s betting on systematic capture of the American luxury wine space.