It is only in its second generation of family control, but wine and spirits company WJ Deutsch & Sons has made it clear that family comes first by renaming itself to reflect its values.
Controlled by the founding family, the group, which imports fine wines produced by families from around the world, is now called Deutsch Family Wine & Spirits, said a statement on 7 May.
“We have always been a family-owned company that has focused on partnering with other family-owned companies," said Bill Deutsch, founder and chairman of the White Plains, New York-based group.
The renaming of the business, whose portfolio includes wines such as Bubbles, Joseph Carr, Nine Walks and Mar de Frades, “better defines who we are”, added second-gen Peter, who is Bill’s son and the company’s chief executive.
“[The move] positions us for future growth and sets a new stage for the next generation of our family and our extended business family,” he said.
Founded in 1981, the family business has revenues of more than $450 million (€347 million) and employs around 190 people.
“[The] philosophy of families working with families continues to be our guiding principle and we want our company name to better reflect this belief,” added Bill.