Wine Practice Group
Financial and Operational Expertise for Wineries, Vineyards, and Wine Businesses
The wine industry is both art and business, requiring a delicate balance of creativity, craftsmanship, and sound financial management. 2GO Advisory Group's Wine Practice brings the specialized expertise you need to navigate these complexities, improve profitability, and position your business for sustainable growth, whether you operate a vineyard, run a winery, manage a tasting room, or distribute wine worldwide.
How We Help
Running a successful wine business requires more than passion for the craft. You need clear financial insight, efficient operations, and strategies that adapt to market demands and regulatory requirements. We partner with you to strengthen every part of your business—from managing seasonal cash flow and optimizing production costs to expanding into new markets. Our goal is to give you the tools, systems, and guidance you need to protect margins, improve profitability, and achieve your long-term vision.
Operational and Financial Assessments
Identify growth opportunities, improve efficiency, and mitigate risks through in-depth evaluations of vineyard, cellar, sales, and fulfillment functions.
Fractional and Interim Leadership
Provide seasoned C-Suite executives on a fractional, interim, or project basis to lead finance, operations, sales, marketing, and technology initiatives.
Strategic Planning and Market Positioning
Facilitate planning sessions and develop brand positioning and go-to-market strategies tailored to each segment of the wine industry.
Financial Modeling and Funding Readiness
Design and implement financial models for expansion, transformation, equipment financing, or M&A, and prepare for funding rounds, acquisitions, or audits.
AI and Digital Transformation
Guide adoption of AI, digital platforms, and WineTech/AgTech tools to improve forecasting, marketing, supply chain, and operational efficiency.
ESG and Sustainability Advisory
Evaluate sustainability practices and reporting frameworks to meet regulatory requirements and evolving customer expectations.
Who We Serve
Producers and Growers
Estate and Boutique Wineries
Commercial Producers and Multi-Brand Wineries
Vineyards and Grower Operations
Wine Cooperatives and Growers’ Alliances
Sales, Distribution, and Hospitality
Direct-to-Consumer (DTC) Brands and Ecommerce-Driven Wineries
Importers, Distributors, and Hospitality-Aligned Wine Businesses
Wine Industry Suppliers
Innovators and Investors
WineTech, AgTech, and AI Startups
Investors in Wine Ventures
Capabilities
We Advise and Assist Wine Companies:
Conduct operational and financial assessments to identify growth, efficiency and risk mitigation opportunities
Provide fractional, interim, or project-based C-Suite leadership across finance, operations, sales, marketing and technology
Facilitate strategic planning sessions, brand positioning, and go-to-market strategies
Design and implement financial models for expansion, transformation initiatives. equipment financing, or M&A scenarios
Develop and track business-specific KPIs across vineyard, cellar, sales, and fulfillment functions
Assist in preparing for funding rounds, acquisitions, external financial audits or succession planning
Guide adoption of AI and digital platforms
Evaluate sustainability initiatives and reporting frameworks to meet compliance and customer expectations
Meet the Team
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Marc Loupe
Wine Practice Group Leader
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Jeff Ottoboni
Wine Practice Group Leader
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Rachna Singh
Wine Practice Group Member
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Glen Terry
Wine Practice Group Member
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Joe Markunas
Wine Practice Group Member
Build a High Performing Team
Whether your business is growing, transforming, or in need of change, finding the right people quickly is critical. Our recruiting services give you direct access to experienced recruiters and advisors who understand your industry, your challenges, and the kind of talent it takes to move your business forward. Whether you're filling a key executive role, backfilling staff during a transition, or building out a new team, you’ll get tailored recruiting support without the overhead of a traditional search firm.
You choose the model that fits: executive search, contingency recruiting, or interim and project-based staffing. Every search is grounded in deep operational knowledge from across the 2GO Advisory Group—so you’re not just hiring quickly, you're hiring wisely.
Bob McMillian
EVP & Founder, Wine Division, Silicon Valley Bank
“Jeff is a seasoned professional with abundant skills across a variety of areas including law and accounting. Working in the wine industry which is full of smaller companies, the need is there for someone who can wear many hats and do what's needed at any given time. Jeff fits that bill and fits well with companies who need a person that can manage and move between roles and responsibilities, and has first-hand understanding of the pressures of the people he manages across disciplines.”
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We support producers, growers, estate and boutique wineries, multi-brand wineries, vineyards, cooperatives, DTC and ecommerce wineries, importers, distributors, hospitality-aligned businesses, suppliers, and wine-focused investors.
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We model seasonal cash cycles, align production and cellar schedules, and implement controls that protect margins across vineyard, cellar, sales, and fulfillment.
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es. Fractional and interim CFO, COO, CHRO, and CIO leaders can step in to stabilize finance and operations, drive growth initiatives, or lead transformations.
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We facilitate strategic planning, brand positioning, and go-to-market strategies tailored to each wine segment and route to market.
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We build financial models, prepare investor packages and audit support, and advise on M&A scenarios to fund expansion or transition.
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Yes. We evaluate and implement digital, AI, WineTech, and AgTech tools to improve forecasting, marketing, supply chain, and operational efficiency.
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We design vineyard, cellar, sales, and fulfillment KPIs to measure performance and drive profitability.