Jon Sebastiani

Jon Sebastiani

Founder and CEO, Sonoma Brands

Jon founded the venture fund & consumer products incubator Sonoma Brands after a longstanding career in the wine and food industry. With a focus on better-for-you consumer goods, Sonoma Brands is encouraging disruption in traditional markets. Growing up in Sonoma, Jon was steeped in the region’s food, wine, and hospitality culture from an early age. He went on to lead his family’s wine business and to create the highly successful business KRAVE Pure Foods, which was acquired by The Hershey Company in 2015. Jon works with passionate founders and his own team of industry veterans to identify & support disruptive products as well as to bring innovative products to the market.

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A break with tradition?  Finding fresh fuel for wine innovation

The wine industry is often accused of being long on tradition but short on innovation and resistant to change.  In this presentation join Jon Sebastiani to look beyond the wine industry for inspiration to drive market disruption, fuel diversity and encourage growth.  Born and raised on a Sonoma winery, Jon made an entrepreneurial leap to create KRAVE Pure Foods in 2009.  It went on to become America’s fastest growing consumer packaged goods brand before being acquired by Hershey in 2015. Today he’s helping other entrepreneurs get started and succeed.  His presentation reveals what wine business can learn from adjacent categories about innovation, brand building and customer engagement.

  • Building on tradition – how to build on wine’s core values to create something new
  • Creating KRAVE – sources of inspiration, secrets of success and lessons for the wine industry
  • Food for thought – how new food brands have rejuvenated lacklustre sectors and wine brands that are doing the same
  • Spreading the word – how to inspire retailers and consumers to buy into your vision


Wine Vision