81: Field Recordings: How Andrew Jones is Driving 30% YOY Growth at the 50,000-Case Winery - Business of Drinks

Andrew Jones never set out to start a wine brand. What began as a side project to help him connect with vineyard clients has become Field Recordings — a 50,000-case winery with national distribution, strong retail partnerships, and 30% case growth projected in 2025.

So what’s fueling this momentum at a time when many California wineries are shrinking? Andrew has tapped into what Gen Z and Millennial consumers actually want: wines that are authentic, experimental, and fun. Think Skins, an orange wine that dominates its category; Freddo, a chillable red that’s gaining prime shelf space in the cold box; and Fiction, a red blend built to be an everyday favorite. Together, these wines — plus a smart private-label strategy with Whole Foods, Trader Joe’s, and major restaurant groups — now drive nearly 70% of Field Recordings’ production.

In this conversation, Andrew shares how he’s scaling differently by:

• Leaning into orange wine and chillable reds that resonate with younger drinkers

• Disrupting grocery wine sets by pushing unconventional SKUs into prime real estate

• Using private-label deals as growth accelerators without cannibalizing his core brand

• Rethinking distributor relationships with road trips, pool parties, and pop-ups that actually engage buyers

• Building a winery team of 16 with low turnover and high buy-in

• Balancing authenticity with scalability in an industry often stuck in tradition
  

For any drinks entrepreneur, this episode is a playbook on how to grow by connecting with the next generation of wine drinkers while still staying true to your roots.

Last Call:

What does the animal on a wine label say about quality and value? A lot, it turns out! Scott, Caroline, and Erica discuss a recent post from The Pudding that analyzed nearly 1,500 wines with animals on their labels and uncovered some surprising insights.

Don’t miss our next episode, dropping on September 17.

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Erica Duecy, co-host: Erica Duecy is founder and co-host of Business of Drinks and one of the drinks industry’s most accomplished digital and content strategists. She runs the consultancy and advisory arm of Business of Drinks and has built publishing and marketing programs for Drizly, VinePair, SevenFifty, and other hospitality and drinks tech companies.

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Scott Rosenbaum, co-host: Scott Rosenbaum is co-host of Business of Drinks and a veteran strategist and analyst with deep experience building drinks portfolios. Most recently, he was the Portfolio Development Director at Distill Ventures. Prior to that, he was the Vice President of T. Edward Wines & Spirits, a New York-based importer and distributor.

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Caroline Lamb, contributor: Caroline is a producer and on-air contributor at Business of Drinks and a key account sales and marketing specialist at AHD Vintners, a Michigan-based importer and distributor.

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