PERRIS FIORI
Vice president of marketing Ste. Michelle Wine Estates
Age: 37 First industry job: Public relations intern Favorite drink: Dry riesling from the Clare Valley in South Australia
Through a heightened focus on wine quality, Perris Fiori leads strategic brand renovations that revitalize the storied wineries of Ste. Michelle Wine Estates( SMWE). By shaping a refocused wine portfolio that highlights the best of Washington and Oregon, she combines meticulous attention to detail, forward-thinking strategies, and a deep understanding of consumer trends— bringing SMWE closer to its core pillars of authenticity, quality and leadership.
Within the past year, Fiori has advanced SMWE’ s efforts to reaffirm leadership and quality in the Pacific Northwest through thoughtful and grounding brand marketing initiatives, including:
- Elevating SMWE’ s Washington luxury portfolio and generating incremental revenue through two new brand launches: Ethos and Estival.
- Leading the renaissance of SMWE’ s flagship winery, Chateau Ste. Michelle, by working with the winemaking team to reinvest in wine quality, overseeing a comprehensive package refresh( coming to market 2026), and elevating Chateau Ste. Michelle’ s historic 118-acre estate property in Woodinville, WA, as a Northwest wine and hospitality destination.
- Responding to consumer needs with wines positioned to fit their lifestyle.
Fiori, who previously served as director of brand marketing for Kendall-Jackson, has been involved with SMWE’ s foray into low-alcohol and low-calorie wine. As interest in this category continues to rise, SMWE is delivering quality-driven, approachable responses to the trend, with offerings such as Chateau Ste. Michelle Light and Liquid Light.
These efforts and ongoing innovation help elevate the industry by creating new, exciting and accessible entry points for consumers to engage with wine on their own terms— expanding the category and inviting more people into the world of wine.
FAITH ANDERSON
Founder and CEO, Nouvie Inc.
Age: 33 First industry job: Running my own digital agency, which I started when I was 22 Favorite drink: Either a dirty martini with gin or a spicy margarita— depending on the night— and of course, Nouvie
Faith Anderson had a hard time finding an alcohol-free wine that fit her lifestyle. She desired something premium, beautifully made and crafted with the same care and complexity as traditional wine.
After coming up dry, she finally decided to make her own.
“ I’ ve always loved the ritual of sharing a glass and celebrating moments, but I couldn’ t find a non-alcoholic option that felt elevated or aligned with how I wanted to live,” Anderson says.“ That inspired me and my sister-in-law to create Nouvie, a sophisticated, low-sugar, low-calorie sparkling wine that lets everyone celebrate without compromise.”
Launching a beverage company with her sister-in-law and seeing it come to life has been one of Anderson’ s proudest accomplishments.
“ Within just a few months of being in the market, our wine received multiple industry awards, we had the chance to toast with the Chicago Cubs and Tom Ricketts after their clinch, and we landed placement in one of the largest hotel brands in the world. It’ s been incredibly rewarding to see something we built from the ground up resonate with so many people,” she says.
It ' s extremely important for women to empower and lift up other women, which is why Anderson highly regards Alpana Singh and Mara Smith as two of her biggest mentors.
“ When I was navigating the challenges of being a female business owner, they were always there to take my call and offer advice,” she says.“ Alpana taught me so much about wine and the importance of storytelling— how the narrative behind a bottle can be just as meaningful as what’ s inside it. Mara inspired me through her determination to build her tequila brand on her own.”
Anderson’ s advice to other young professionals in the industry? Don’ t wait until you’ re ready to get started.
“ You’ re never going to feel completely ready, and that’ s okay. Start anyway,” she advises.“ You’ ll learn more from doing than from waiting for the perfect moment. Ask questions, stay curious and surround yourself with people who challenge you to grow. The biggest lesson for me has been to stay grounded in your‘ why.’ In this industry, your story and your integrity are everything.”
2026 BEVERAGE INFORMATION GROUP 40 UNDER 40 15