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Grape Expectations: Wine Industry Challenges and Strategies


The Tri-Cities wine industry is one of our most distinctive economic sectors and is key for promoting tourism. This industry is under more strain than ever before in its history. The causes are varied and debated but likely include demographic changes, decreased consumption, changing drinking habits and oversupply. This forum will provide a panel of experts that will paint a picture of the current state of the Tri-Cities wine industry and prospects for its future along with strategies for thriving in the long run.



Cheyl Jones Cropped3

Cheryl Jones graduated from Washington State University in 1976 with a BS in Food Science. Her first job was with Chateau Ste Michelle and was promoted to White Winemaker in 1981 and became Chateau Ste Michelle’s Head Winemaker in 1984. In the next 6 years she helped with the making and blending of over 1.5 million gallons of wine. In 1990, she left Chateau Ste Michelle and started her own business as a wine consultant and consulted for Silverlake winery and Distefano winery for 13 years and then for many small wineries afterwards. She continues to work with wineries, walking the vineyards to make sure the grapes are at their peak.


Shae Frichette

Shae Frichette is an entrepreneur, winemaker, and the co-founder of Frichette Winery. She made history by opening the first Black-owned winery in the Yakima Valley region. Shae handles everything from business operations and winemaking to direct management of the estate vineyard. Shae grew up in South Carolina and graduated from Winthrop University with a B.A. in Theatre. She later moved to Los Angeles, working in corporate America for 15 years as a facilitator and executive coach specializing in leadership development before relocating to Washington with her husband, Greg. Beyond agriculture, Shae is a prominent community advocate and leader in the Tri-Cities region. She has served as the Chair of the Board of the Tri-Cities Regional Chamber of Commerce and holds board positions with Visit Tri-Cities and the Red Mountain AVA Alliance.

Tom Hedges

Tom Hedges’ contact in the produce export market “planted the seeds” for Hedges Cellars. Tom was asked to produce a Washington State table wine for sale in Sweden. A winery was born. The first two vintages (1987 and 1988) of Hedges Cellars Cabernet-Merlot were sold exclusively in Sweden. Today, four different wines including the 1997 vintage of Cabernet-Merlot are sold in 45 states and 15 foreign countries. Hedges Cellars is being hailed as one of the country's “Great Red Meritage Producers.” In addition to founding Hedges Cellars, Tom led a career in International Marketing, focusing on food commodities for a variety of international companies in senior leadership positions.