People are always telling us, “G4 is everywhere,” as if it all happened overnight. The truth is, nothing could be farther from that. The growth and reach of PKGD is a classic “ten-year overnight success” story.
The Early Days: Figuring It Out One Bottle at a Time
About ten years ago, when we started with G4, we didn’t really know the business—and very few people knew the brand. When we reached out to larger distributors, our calls went unanswered. The ones who did pick up usually said, “Come back when you’ve built a stronger base.”
Eventually, Shawn and I found our people: smaller, boutique distributors who already knew Felipe, had heard of G4, and believed in what we were trying to build.
Those early days were pure grind. When we opened Michigan and Illinois, we went anywhere someone would have us—sponsoring parties, pouring tastings, and opening accounts one bottle at a time. There was even a party bus for a while… but that’s a story for another time.
The Turning Point: From Managers to Importers
Fast forward through a blur of wins, losses, and lessons. For the first seven years, PKGD worked as the national brand manager for the original importer. Then COVID hit—a tough time for most businesses, but for us, it created an opportunity.
A low-interest government loan allowed us to take the leap from being hired guns to becoming importers ourselves. It was the moment we stopped renting our future and started owning it.
Building Momentum: The Numbers Behind the Growth
By early 2023, PKGD officially became the importer for G4. The year before, we moved around 8,000 cases. By the end of 2023, that number had jumped to 40,000—the appetite for G4 was unstoppable.
We kept our footprint to around 30 states, moving product as quickly as Felipe could produce it. In 2024, we took another big leap: 100,000 cases—same number of states, every case pre-sold before it even landed.
And this year, we’re closing in on 200,000 cases. Even better, more people across the country are now getting to experience the full PKGD portfolio: G4, Palomo, Ultramundo, Tres Gallos—and through Total Wine, El Ateo and Esperalo.
Staying True to the PKGD Way
By the end of this year, PKGD will be in 49 states. I really wanted to make it 50, but like our producers, we value quality over speed. You take care of what you’ve built—you don’t force it.
So for now, Alaska will just have to stay thirsty a little longer.
Looking Back—and Ahead
Looking back, it’s been one hell of a ride. Two guys who believed they’d figure it out. Then came the addition of great, seasoned industry veterans as partners, a growing team that believes in what we’re doing, and now—a company helping family-owned brands build legacies.
The next chapter is about more than growth. It’s about impact. It’s about showing millions of people why producer-owned brands matter—and why what’s in your glass should come from people whose story you know.
Because when you know the story, the spirit just tastes better.
