⏱ 2 min read
The Short Version
After four decades of solo operation, Ken Wright is trading vineyard equity for growth capital through a strategic partnership with Italy’s Gussalli Beretta family. This complex deal converts high-value real estate into liquid fuel, allowing the Willamette Valley icon to reinvest in his brand’s future.
In This Article
Ken Wright has spent four decades crafting single-vineyard Pinot Noir in the Willamette Valley without a business partner. That era ended after a 14-month negotiation resulted in a deal with the Gussalli Beretta family, owners of Upifra Agricole. While the Berettas are widely known for their firearms legacy, they are also established vintners managing seven wineries including Castello di Raddan Chianti Classico and Fabio Mottain Bolgheri.
I needed to sell enough of the real estate and vineyards in order to make an investment that would have a real impact on the winery itself.
A strategic shift in ownership
The transaction involves a complex restructuring of assets rather than a simple buyout. The Beretta family will hold a minority stake in Ken Wright Cellars but will own a majority share in Wright’s specific properties, such as the Carter, Canary Hill, and Savoya vineyards. They are also acquiring multiple buildings in Carlton that house his winemaking facilities and tasting room, which Wright will then lease back. This arrangement covers 91 acres of land, though Wright will continue to farm more than 170 acres through existing long-term agreements on 11 other vineyard sites. I needed to sell enough of the real estate and vineyards in order to make an investment that would have a real impact on the winery itself.
This is fundamentally a move toward liquidity; by offloading high-value real estate, Wright can pivot from being “stable but not growing” to actively investing in the brand. Rather than a standard expansion, this deal allows him to convert property equity into capital for the winery’s future. Wright remains at the helm as winemaker and head of the company, ensuring the current staff stays in place. For the 72-year-old founder, the partnership provides the financial stability required to fuel growth. In 2026, the operation produced 65,000 cases across 14 single-vineyard bottlings, a slight dip from the 70,000 cases produced in 2025.
Expanding the global footprint
The deal marks a significant moment for Oregon viticulture. The Berettas chose the Willamette Valley for their first venture outside of Italy, drawn to the region’s reputation for excellence. Pietro Gussalli Beretta noted that the family sees the same values of patience and precision in Wright’s bottles as they do in their own traditions.
This is not an exit strategy for Wright, who expressed no desire to retire or reduce his workload. Instead, the families intend for this to be a multi-generational partnership that supports the infrastructure necessary for Wright’s specialized Pinot Noir production to remain competitive. As the 15th generation of the Beretta family continues their business, they aim to provide the entrepreneurial support needed to sustain the winery for decades to come.
Can strategic real estate divestment be the key to saving independent wine brands?
Questions & Answers
What are the details of the partnership between Ken Wright Cellars and the Gussalli Beretta family?
The partnership involves a complex restructuring of assets where the Gussalli Beretta family holds a minority stake in Ken Wright Cellars while owning a majority share in specific properties. This includes the Carter, Canary Hill, and Savoya vineyards along with several buildings in Carlton that house winemaking facilities and the tasting room. Ken Wright will lease these facilities back to continue operations. This strategic arrangement allows the winery to convert high-value real estate equity into liquid capital for future brand investment.
Why did Ken Wright choose to sell portions of his real estate and vineyard holdings?
Ken Wright decided to offload high-value real estate to gain the liquidity necessary to pivot from being stable to actively investing in his winery's growth. By converting property equity into working capital, he can fund investments that have a meaningful impact on the brand's future. This move allows him to move beyond a stagnant financial state without having to retire. The capital provides the financial stability required to fuel long-term growth and maintain competitive specialized Pinot Noir production.
How will the ownership change affect the leadership and staff at Ken Wright Cellars?
Ken Wright will remain at the helm as the winemaker and head of the company, ensuring that the current staff remains in place. The deal is not an exit strategy for the 72-year-old founder, who has expressed no desire to retire or reduce his current workload. Instead, the partnership is designed to be a multi-generational arrangement. The Beretta family intends to provide the entrepreneurial support and infrastructure needed to sustain the winery's operations and specialized production for decades.
What is the history of the Gussalli Beretta family in the wine industry?
The Gussalli Beretta family are established vintners who manage seven different wineries through their company, Upifra Agricole. Their portfolio includes notable names such as Castello di Raddan Chianti Classico and Fabio Mottain Bolgheri. While the family is widely recognized for their legacy in the firearms industry, they have a long-standing tradition of viticulture. Their decision to invest in the Willamette Valley marks their first major venture outside of Italy, driven by the region's reputation for excellence.
Originally reported by Wine Spectator.
