WILLIAM DALE

An intrepid road warrior with Napa Valley roots.

In his role as Director of Sales at Scale Wine Group, Will brings more than a decade of national sales experience and a proven track record for giving a voice to family owned wineries from Napa and Sonoma. He excels at building the right relationships with distributors and accounts to promote small dynamic brands through restaurant and retail placements.

Having held various positions in the wine and hospitality field since high school, William has developed an incredible passion for telling the story of what makes the wines he shares unique. As the national sales manager for Barnett Vineyards for six years before joining Scale, William built and managed wholesale partnerships that resulted in Barnett doubling their sales in several key markets. He successfully launched new markets for the brand, while strengthening existing distributor partnerships building a network of exceptional wholesale representation.

His career in the wine world began with Trefethen Family Vineyards, where he hosted guest tastings, focused on direct to consumer wine sales, hospitality and events. Following several years with the Trefethen family, William transitioned to Astrale e Terra, a small winery in the Atlas Peak AVA. A native Californian, William graduated from Pacific Union College in Angwin, Calif. with a Bachelor of Science in Business Administration—Management.