Sarah Montague

John Anthony Wine & Spirits

Chief Marketing Officer

Sarah Montague is Chief Marketing Officer at John Anthony Wine & Spirits, where she leads marketing strategy for a growing portfolio of wine and spirits brands, including JaM Cellars, Butter Wines, Serial Wines, Weather Wines, Johnny Tejas Real Tequila Ranch Water, and Hachidori Sake. Since joining the company, she has been instrumental in evolving it from a wine house into a multi-category beverage leader—spearheading award-winning product launches, driving record growth, and establishing a powerful in-house marketing organization that functions as a full-service creative and strategic agency. Under Sarah’s leadership, Butter Chardonnay has become one of the top-selling premium wines in the U.S., bolstered by successful extensions such as ButterLight and ButterCans. She has also overseen the company’s expansion into new categories with the launch of Johnny Tejas and Hachidori Sake, marking a new era for the company. Beyond her product and brand-building achievements, Sarah has embedded purpose into the company’s identity through philanthropic partnerships and music-driven storytelling platforms such as JaMHappyHour and BottleRock Napa Valley, which unite entertainment, community, and giving. A proven innovator, Sarah has championed mentorship and professional development through initiatives such as DMI, ProAMA, and WSET certification, fostering continual learning and leadership within her teams.

Career Highlights:

• Former agency leader who opened Digitas’s San Francisco office, leading major accounts including eBay, Taco Bell, and Kaiser Permanente.

• Directed digital and brand strategy for Nike at Organic and managed global campaigns for Volkswagen and Kraft at DraftFCB.

• Past Chair of the Napa Valley Vintners Marketing Committee and an active advocate for innovation, education, and purpose-driven brand building in the wine and spirits industry.