Michael Parr

For the past fifteen years, Michael Parr, Vice President, International Sales, Wente Family Estates, has been managing international markets for Wente Family Estates, one of California’s largest producers and exporters of premium and ultra premium California wines.  He was made Vice President of International Sales in 2010.  A seasoned executive with direct experience in the wine import/export business, Mr. Parr today is focused on building the brands in the Wente Family Estates portfolio internationally, with a strong focus on Asia-Pacific, Europe, Caribbean and Canada.  Traveling frequently to these markets, his expertise extends to sales and marketing as well as monitoring and evaluation of trends and growth potential.

Prior to joining Wente Family Estates, Mr. Parr was based in The People’s Republic of China and worked as Sales Director for the first American-Chinese joint venture company to import premium wines from around the world.  During his tenure, he opened and managed distribution offices in Beijing and Shanghai, concurrently establishing distribution channels in many other key cities throughout the country.  As a direct result of his extensive business and networking experiences in the Asia-Pacific region, Mr. Parr is poised with an invaluable knowledge of those challenging and sometimes volatile markets.  His work at Wente Family Estates has increased this expertise to key markets worldwide.

Mr. Parr completed his WSET Level 3 Advanced Wine & Spirits Course in 2014.  He serves on the International Program Committee of the California Wine Institute and currently lives in Livermore, California with his wife and their three children.


Getting a Grip on the Fragmented Distribution System in China 

Mr. Parr will cover the following topics: 

  • Defining different types of wine import partners 

  • Pairing one’s brand attributes with the most appropriate import partners 

  • How to effectively support your Chinese importer