California's Brassfield Estate Winery has named Fedway Associates, Inc. its exclusive New Jersey distributor, effective September 1, 2026. The deal hands the High Valley AVA producer a direct line to Fedway's network of more than 7,000 restaurants, clubs, taverns, and retail stores across the state — a significant step in the winery's ongoing national distribution push.
Why New Jersey
For on-premise operators and beverage directors scouting emerging California appellations, the partnership introduces a portfolio that may have been difficult to source in the state until now. Brassfield produces seventeen varietal wines entirely estate-grown, produced, and bottled at its nearly 5,000-acre High Serenity Ranch in Lake County — a region gaining momentum as buyers diversify beyond Napa and Sonoma. Chris Baker, President of Brassfield Estate Winery, called New Jersey "a key East Coast market" and cited Fedway's retailer and restaurant relationships as central to the decision. "Their commitment to sharing our story aligns perfectly with the sustained growth we've been achieving," Baker said.
Fedway's Reach
Fedway is New Jersey's largest full-service beverage alcohol wholesaler, operating a 639,000-square-foot warehouse capable of delivering up to 60,000 cases of wine and spirits per day. Brassfield's portfolio will be handled exclusively through Lauber Selections, Fedway's fine wine division — a placement that signals how the wholesaler is positioning the brand against premium competition on restaurant wine lists and in specialty retail. Sean Weinerman, Vice President and Director of Wine Operations at Fedway Associates, pointed to the High Valley appellation's volcanic terroir and high-elevation vineyards as differentiators that the distributor's sales force can communicate to account buyers. "The Brassfield team is remarkably impressive, demonstrating resilience and growth even in a challenging industry climate," Weinerman said.
Implications for Operators
For restaurant beverage program managers evaluating California wine options, the Brassfield lineup now comes with Fedway's statewide logistics infrastructure behind it — meaning reliable case availability and a dedicated fine-wine sales team rather than a smaller specialty importer. The winery's 100% estate-grown positioning and sustainable farming practices also align with the provenance-focused sourcing narratives many operators are building into their programs. Those tracking emerging AVA wines for on-premise lists will find High Valley's profile — shared by only one percent of vineyards worldwide by elevation, according to the winery — a marketable point of differentiation when presenting to guests.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
