Transforming Shelves Into Stories
For over 30 years, we've helped retailers connect with world-class wines and producers who care as much about quality as we do.
PLH bridges the worlds of production and retail — crafting white label programs, guiding national brand strategies, and building partnerships that last decades.
The Founder's Journey
Phil's journey began in the vineyards of Napa, but his vision has always been global
Phil Hurst
Founder & CEO
With a winemaking degree from UC Davis and nearly 40 years of wine industry experience, Phil has built a career elevating the entire retail wine landscape.
He co-founded Winery Exchange Inc., growing it to over $100M in sales, and founded both Truett Hurst and VML wineries. As Chief Innovation Officer at Precept Wine, he led large-chain private label programs across North America, shaping wine strategies for major retailers. Phil launched PLH Wine and Spirits in 2024 to bring his expertise directly to retailers and producers.
His deep relationships across California's premier regions and international producers enable unparalleled access to quality wines at competitive prices.
Our Story
PLH represents some of the most respected names in wine — from legacy California estates to emerging international producers. We partner with brands that share our commitment to quality, authenticity, and long-term success.
With 30+ years of industry experience and a proven track record building $100M+ wine businesses, we help retailers find wines that sell — not just wines that sit pretty on shelves. Our trusted network of producers and retailers across North America delivers exceptional wines and measurable business results.
Whether you're a national chain or an independent retailer, we bring the expertise, relationships, and passion to help you build wine programs that stand out and drive revenue.
Our Impact
Building lasting partnerships across the wine industry
Our Values
The principles that guide everything we do
Excellence
Every bottle we represent reflects decades of craftsmanship — we treat your reputation as our own.
Integrity
Honest advice, transparent pricing, and genuine partnerships built on trust that lasts decades.
Innovation
We stay ahead of market trends to help you grow and differentiate in an evolving landscape.
Meet Our Team
Our leadership team brings decades of experience across winemaking, retail strategy, and brand development
Phillip L. Hurst
Founder & CEO
UC Davis winemaker with 40 years experience. Built $100M+ wine businesses and founded multiple successful wineries.
Rusty Boddeker
Regional Sales Director
30+ years building distributor relationships. Managed $19M revenue at Precept Wine across major retail chains.
Madison Morris
Marketing & Sales Support
Drives brand awareness and customer loyalty through strategic marketing, promotions, and sales support for PLH and retail partners.
Recognized Industry Leadership
Trusted expertise across every aspect of the wine business
Private Label Excellence
Recognized expert in developing successful private label wine programs for major retailers
Global Sourcing Network
Established relationships with premier wineries across 15+ countries and multiple continents
Proven Track Record
Generated over $100M in sales and served 500+ retailers with measurable results
That same expertise is what we bring to every partnership. Let's build yours.