Oxford Street Merchants Announces Exclusive Partnership with Dave Phinney’s Our Lady of Guadalupe

Oxford Street Merchants, a luxury subsidiary of Johnson Brothers, today announced its partnership with wine icon Dave Phinney to exclusively introduce Our Lady of Guadalupe, or “OLG,” across 13 U.S. markets.

In 2015, Phinney first set his eyes on a property just outside the Central Coast town of Lompoc, California, where the combination of sandy, silica-rich soil and the cool, windy climate produce Pinot Noir and Chardonnay grapes unlike anywhere else in the world. In 2021, he decided to make his own wine from the Our Lady of Guadalupe Vineyard, giving him complete control of the vineyard and cellar.

“We spared no expense planting Our Lady of Guadalupe, so much so that we even found corners to be uncut; it is probably the most thought through vineyard out there,” said Phinney. He spent two years feeding the soil to revive the earth of the once-abandoned row crop farm before planting a single vine. OLG is the only project in the United States where Phinney produces wine from a vineyard he owns.

“I can’t think of a better way to introduce our enhanced commitment and capabilities in the luxury category than this partnership with Our Lady of Guadalupe,” said Yale Johnson, Vice President of Johnson Brothers, who leads Oxford Street Merchants. “Dave has a long history of creating iconic and impactful brands, and we’re elated to deploy our result-orientated Oxford Street Merchants team to drive execution.”

The 2021 vintage of 100% OLG Pinot Noir will be available for purchase in Florida, Hawaii, Indiana, Iowa, Minnesota, Nebraska, Nevada, North Carolina, North Dakota, Rhode Island, South Dakota, Virginia, and Wisconsin.

“We are thrilled to partner with Oxford Street Merchants and the Johnson family,” Phinney said. “Their commitment to execution and brand-building make them the perfect partner to help us share this passion project with consumers.”

To learn more, visit ourladyofguadalupe.com.

About Oxford Street Merchants

Oxford Street Merchants is an organization of Johnson Brothers, a leading wine, beer, and spirits distributor in the United States, focused on luxury spirits and estate wines. Its dedicated, knowledgeable, and accredited team members bring a passion for brand stewardship and storytelling, ensuring each encounter leaves the customer with an unparalleled luxury experience. Committed to executional excellence and standards of performance, Oxford Street Merchants combines innovation and analytics to drive results. Its name pays homage to 43 Oxford Street, the Saint Paul, Minnesota building where Lynn Johnson founded the third-generation, family-run business.