Constellation expands, Fehrnstrom takes charge of Icon

By L. PIERCE CARSON, Register Staff Writer

Although he's been in the premium wine business but for a decade, Chris Fehrnstrom has packed a lot of learning and elbow grease into those 10 years.

Now Fehrnstrom finds himself running Icon Estates, which produces and markets wines of one of the nation's largest wine firms. Of firms retailing wines with price points above $12, Icon Estates ranks second.

Based in St. Helena, Icon Estates is the fine wine company of Constellation Wines U.S., which is the U.S. premium and fine wine division of Constellation Wines, the world's largest wine business and an operating division of Constellation Brands Inc.

Just last week, Fehrnstrom was named president of Icon Estates after serving in a marketing position for the past four years.

His appointment comes at a time when industry watchers have been asking just how large will Constellation grow.

Fehrnstrom says there's nothing on the horizon at present that adds to the Icon portfolio.

"But when Constellation sees a property that makes sense (for inclusion) -- if it's undervalued or it makes sense to be in the portfolio" -- then the powers-that-be at Constellation would seek to acquire it, Fehrnstrom said in a telephone interview from Constellation's headquarters in upstate New York.

He acknowledged that it was an "exciting time" to be with Constellation's Icon Estates. "I've been with the company for four years and have seen tremendous growth.

"Our goal has been to improve quality at all of the properties. And I think that's playing out with the accolades received from the wine press."

The Icon Estates portfolio of wines includes Franciscan Oakville Estate, Mount Veeder Winery, Robert Mondavi Winery, Simi Winery, Estancia Estates and Ravenswood wineries in California; Columbia Winery in Washington State; Ruffino Estates of Italy; Drylands in Marlborough, New Zealand; Tintara in McLaren Vale, Australia; and Veramonte in Chile's Casablanca Valley.

Fehrnstrom envisions his role as Icon head to "continue the legacy of creating the best fine wine company in the business."

He acknowledged the renown of firms like Mondavi and Franciscan gives Icon particular cachet. "As far as production, sales and marketing ... (we have) a broad array of products encompassing style, appellation, varietals and price points. I believe we are at the top of our industry today, but there is always room for improvement."

Fehrnstrom received his bachelor of arts degree from the University of New Hampshire, Durham, and a masters in business administration from the University of North Carolina, Chapel Hill.

He launched his wine industry career with Gallo in Modesto. After three years in wine, he changed beverages, working for Ocean Spray, which markets cranberry and other juices.

Returning to the wine industry, Fehrnstrom took a senior management post at Domaine Chandon and after 18 months teamed up with Peter Granoff, founder of Virtual Vineyards, a firm that was subsequently purchased by wine.com. He joined Icon Estates in 2002 as senior vice president of marketing.

Fehrnstrom is headquartered at Icon Estates offices in St. Helena.

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