Peter Yeung Email & Phone Number

San Francisco, Ca, Us

Sales & Marketing Strategy• Ideated and evaluated brand visions for several wine brands, establishing a clear and authentic value proposition• Analyzed DTC data to established performance metrics for several wineries in Sonoma, Napa, and New York, identifying opportunities for improvement• Developed trade promotional toolkit and calculator for growing wine brokerage business• Conducted strategic DTC evaluation for newly acquired Sonoma winery for major Champagne houseCorporate Development• Conducted due diligence on a number of wine businesses across the value chain for PE and other strategic acquirers, identifying synergies and validating growth forecasts• Developed strategic pathway to build a wine brand into a "Top 5" producer and become financially independent from requiring significant capital contributions• Built long-term financial model, capital requirements, and investor prospectus for new Paso Robles wine brand and emerging wine brokerage and import businesses• Assessed investment priorities for wine holding group that includes wineries, retail, private label, and export businesses

Livermore, Ca, Us

Advisor to the Board of Directors of family owned Wente Family Estates.

Podcast focused on the business of wine. Sharing our knowledge, learning from other experts, and building a community around the wine business.

5 Star Wines - 2023

Pasadena, California, Us

Advisory Board Member for Vertical Finance, which has launched Grand Reserve Rewards and the Grand Reserve Mastercard, bringing new benefits to wine lovers. Vertical Finance acquired by Apto Payments Sept 2021.

Rohnert Park, Ca, Us

Instructor for Financial Markets & Business Strategy (BUS570E) for the Wine Executive MBA Program for Fall 2020.

Napa, California, Us

• Part of core team leading to more than tripling of revenue in five years (2014 → 2018)• Managed allocation process (75% of sales), converting from a group based, first-come first-serve approach to an individualized, guaranteed allocation, requiring improved tools and forecasting methods, contributing to over 40% improved offering engagement• Developed multi-year ROI-centric sales & marketing plans to fuel and prioritize growth, including referral programs, hospitality, pricing and identifying market opportunities• Built long-term (25 year) financial forecast model to manage and prioritize long-term investments and production growth • Managed domestic and international trademark portfolio, including negotiating buyouts from existing holders

Sebastopol, Ca, Us

Successfully sold winery for >2x enterprise value after 4 yearsDelivered 100% EBITDA growth in 4 years, largely through increased mailing list salesWorked across production to delivery, delivering analytic insights and business strategyManaged industry leading wine allocation process (85% of case sales) o Built and delivered new data analytic elements and strategies (e.g. – customer score, wish granting techniques, offering evaluations) to maintain industry leading customer conversion and retention o Improved sales forecasting techniques, moving from individual SKU based analysis to portfolio level views and constraintsLed strategic marketing efforts o Developed ROI-driven, multi-year sales & marketing plans to drive sales and mailing list growth, including product portfolio optimization, pricing, market opportunities with market sizing, ROI on events, and digital growth initiatives o Executed marketing pilot programs to drive demand and develop a refined value proposition, including MBA wine club tastingsAnalyzed and executed major corporate development efforts o Led acquisition of Cerise Vineyards (60 planted acres), quadrupling KB’s estate vineyard holdings – sourced, evaluated, and negotiated deal o Managed the development of the Confidential Information Memorandum and Management Presentations leading to the successful sale of KB to Duckhorn o Evaluated major capital investments for return and fit with brand strategy (e.g. - $1M bottling line investment, long-term vineyard leases) o Developed all internal and external investor and Board communications

• Led finance and corporate development / investor relations functions for new estate wine label from winemaker Michael Browne, including budgeting, COGS calculations, cash management, and financial modeling• Developed three year sales & marketing plan to achieve mailing list growth goals to meet targeted production growth • Developed synergy and valuation analysis for the merger of CIRQ with Kosta Browne• Managed banking, accounting, and legal relationships

• Developed Board of Directors materials for luxury level Napa and Sonoma wineries, including peer group analysis, financial modeling, and sales & marketing analytics• Advised Napa Valley winery on potential acquisition of a Stag’s Leap based winery, including building a financial valuation model• Consulted with group of Right Bank Bordeaux properties on marketing strategy

San Jose, California, Us

• Responsible for the sales team for all major accounts in the Western US• Team closed ~$25 million in customer contracts during Q2 2013• Built a $100+ million sales pipeline for the next 2-3 years

San Jose, California, Us

• Provided strategic services to utility partners and prospects, such as smart grid vision development, business case support, and regulatory best practices, contributing to winning over $300 million of Silver Spring sales, including ComEd and Dominion• Launched several new solutions, including Electric Vehicle Smart Charging, Conservation Voltage Reduction, and Smart Grid integration of solar inverters - signing deals for over $5M in sales • Developed and drove Silver Spring’s value proposition sales culture and marketing materials – showcasing the value through total cost of ownership analysis and additional benefits achievable through the Silver Spring platform• Core member of IPO team, developing the business and customer benefits sections of the S-1 filing; produced market analysis leading to $100M of Round E financing• Evaluated over 10 companies for potential acquisitions

Us

• Developed perspective on the wine industry during the 2008 financial crisis as a knowledge platform to pitch to prospective winery clients, assessing the impact of income and net wealth on wine purchasing patterns• Leader of social committee, managing office happy hours and hosting educational and team building wine tastings• Managed a vendor selection and commercial negotiation effort for $400 million in Smart Grid equipment, including negotiation support, supply chain risk analysis, and operational assessments – saved over $200 million• Instituted a new operating model for a leading Energy Efficiency business unit ($300M/year budget) as well as developed new EE related business ideas to drive growth• Developed a GHG abatement cost curve and environmental strategy for a major mine expansion, including the use of renewable power (wind, geothermal, and solar)

Us

• Developed the business case and implementation plan of a $600 million utility communications infrastructure investment, including a technology pilot to evaluate vendors and receiving approval from key stakeholders• Launched a new service and retail sales channel at a major Midwest utility for commercial & industrial accounts between $25,000 and $100,000 in annual revenue to retain over $70 million in annual gross margin • Developed a wind growth strategy that identified the most attractive new growth markets and value chain segments for a leading US wind developer• Conducted an M&A screening in the North American regulated utility sector, including strategic due diligence on three potential targets, with the potential for up to $4 billion in shareholder value creation

Rosemead, Ca, Us

• Assessed the potential settlement of outstanding litigation from the California energy crisis through the potential acquisition or contracting for over $300 million in power plants and other energy assets• Facilitated the development of SCE’s strategic plan, analyzing the development of SCE’s electric system over a 10-year time horizon, including over $20 billion in costs

Rosemead, Ca, Us

• Managed a group of analysts conducting complex deal analysis, including the signing of $250 million in long-term energy contracts• Primary developer of SCE’s procurement portfolio risk analysis, utilizing scenario and stochastic analysis to identify the major risk drivers of a $4 billion electric and natural gas portfolio

Msc, Economics

Master Of Wine Candidate

Diploma, Wine & Spirits

Wine Immersion Program

Ba With Honors, Economics & Business Administration