W.J. Deutsch & Sons Says "Family First" Announcing New Name: Deutsch Family Wine & Spirits

A family-owned and -operated company achieves industry leadership with its unique approach to business

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May 07, 2012, 02:15 ET

WHITE PLAINS, N.Y., May 7, 2012 /PRNewswire/ -- W.J. Deutsch & Sons, Ltd., a leading wine and spirits company with more than 30 award-winning brands from around the world, is changing its name to reflect its values, business model and expansion into the spirits category. As of May 7, 2012, the company will be renamed Deutsch Family Wine & Spirits.

"We have always been a family-owned company that has focused on partnering with other family-owned companies," said Bill Deutsch, Chairman of Deutsch Family Wine & Spirits. "This philosophy of families working with families continues to be our guiding principle and we want our company name to better reflect this belief."

This family-to-family approach in today's world of corporate giants is unique and has allowed the company to achieve long-term success. The story began 31 years ago in Bill's home where he first set up his business. Today Deutsch Family Wine & Spirits, based in White Plains, NY, employs more than 190 people and markets more than 30 wine and spirits brands, including the number one imported wine in the U.S. - [yellow tail] - and the number one Beaujolais wine in the U.S. - Georges Duboeuf. The company has annual revenues of over $450 million. Yet, as large as the company has grown, it has remained true to its original philosophy: The Five Ps - the traditional four Ps of marketing, plus a fifth P for people. Many distributor and winery partners have been with the Deutsch family for decades, with new generations joining their parents.

"Both my son Franck and I consider Bill and Peter as part of our family. They have worked with Les Vins Georges Duboeuf for 30 years, bringing greater awareness and appreciation to Beaujolais wines," said Georges Duboeuf, owner of Les Vins Georges Duboeuf.

"Bill and Peter Deutsch are caring and loyal; they have been true partners in every aspect of building the [yellow tail] brand," added John Casella, Managing Director of Casella Wines, the brand owner of [yellow tail].

The new name also reflects the company's expansion into the spirits industry in 2009. The carefully curated portfolio has grown to include innovative brands such as Adult Beverage Company (Adult Chocolate Milk and Adult Limeade), The Original MOONSHINE, LICOR 43, Villa Massa, Landy and Luksusowa.

"We are the same company with the same core values, now with a new name that better defines who we are and the brands we sell," said Peter Deutsch, who has worked side by side with his father for 27 years and became CEO in 2007. "Today is a historic moment that positions us for future growth and sets a new stage for the next generation of our family and our extended business family. It has been an honor to realize this dream and share this moment with my Dad, our producer and distributor partners, and our valued employees."

About Deutsch Family Wine & Spirits: Initially called W.J. Deutsch & Sons, Ltd., the company was founded in 1981 by Chairman Bill Deutsch to market quality wines produced by prestigious families from major wine regions of the world. In 2009, it announced the expansion of the award-winning company to include a Spirits Portfolio. Deutsch Family Wine & Spirits' brands are sold to the trade with well-planned marketing support and are offered to U.S. consumers at fair market prices. Today the company is renowned for its brand building prowess and its ability to meet the needs of the modern consumer. Bill's son Peter Deutsch is CEO; thus two generations of the Deutsch family work side by side in their continuous quest to build strong brands and relationships throughout the wine and spirit industry.

The portfolio includes award-winning wines from Australia: [ yellow tail ], [ yellow tail ] The Reserve, [ yellow tail ] Bubbles; California: Girard Winery, Windsor Sonoma, Sonoma Coast Vineyards, Kunde Family Estate, Joseph Carr, Josh Cellars, Flirt; France: Andre Lurton, Georges Duboeuf, Hob Nob Vineyards, Patch Block, Pierre Sparr, Sauvion et Fils, Vidal Fleury; Italy: Barone Fini, Lionello Marchesi, Villa Pozzi; New Zealand: The Crossings, Nine Walks; Portugal: Quinta Do Vale Meao; Spain: Mar De Frades, Cruz de Alba, Ramon Bilbao Vinos Y Vinedo, and Volteo; Chile: Llai Llai; Argentina: Ruta 22; and award-winning spirits from LANDY Cognac (France), LUKSUSOWA Vodka (Poland), The Original MOONSHINE® and Adult Beverage Company (USA), VILLA MASSA® Limoncello (Italy) and LICOR 43® (Spain). www.deutschfamily.com