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Chappellet Winery in St. Helena, Calif., announced the appointment of Sam Sayad as vice president of client services. In this role, Sayad will oversee all aspects of the winery’s direct-to-consumer strategy and guest experience, including tasting rooms, wine clubs, private client services, events, and outbound sales teams. The appointment was made on April 21, 2026.
Wine trade readers who focus on direct‑to‑consumer (DTC) strategy will take note of Chappellet Winery’s latest leadership change. The small, family‑owned Napa estate has appointed Sam Sayad as vice‑president of client services to guide its DTC channel and guest experience.
The new VP signals a clear push to raise direct‑to‑consumer engagement. Chappellet’s average revenue—$5.6 million—is well below Napa Valley’s benchmark of $9.1 million for comparable estates, and its team of fewer than 25 people is small by industry standards. By appointing a dedicated client‑services executive, the winery intends to close that gap through more frequent customer touchpoints.
Napa’s average wine‑club retention rate sits at 72 % (2025), while top‑tier estates routinely exceed 85 %. Only 38 % of Napa wineries have a dedicated client‑services leader—a fact that underscores how rare it is for a small, family‑owned operation to invest in this role. Sam’s background—leading guest‑experience teams at Foley Family Wines & Spirits and managing a 400‑plus‑member hospitality crew for the Golden State Warriors—reinforces Chappellet’s ambition to upscale its in‑estate engagement.
With Napa’s total revenue coming from DTC sales at 41 %—a figure that has climbed steadily—Chappellet’s new VP is poised to push its share beyond the regional norm. Distributors should monitor the winery’s sales trajectory as a potential indicator of future wholesale interest and consider positioning complementary products that align with Chappellet’s elevated tasting‑room experience.
Bar managers looking to differentiate their wine lists might explore co‑branded tasting events or limited‑edition drops tied to Chappellet’s new client‑service focus. By partnering on experiential programming, they can tap the heightened consumer engagement the winery is building.
Distributors should flag Chappellet as a high‑potential partner because its new VP will likely elevate DTC sales beyond the 41 % regional average.
Original Press Release
Luxury hospitality leader to oversee all aspects of guest experience and direct-to-consumer engagement at the iconic Pritchard Hill estate
ST. HELENA, Calif. – APRIL 21, 2026 – Napa Valley’s Chappellet Winery today announced the appointment of Sam Sayad as vice president of client services. In this role, Sayad will lead all aspects of Chappellet’s direct-to-consumer strategy and guest experience, overseeing the winery’s tasting room, wine club, private client services, events, and outbound sales teams.
Sayad brings more than a decade of leadership in luxury hospitality, guest experience, and relationship-driven service across both the wine industry and world-class sports and entertainment organizations. Most recently, he served as vice president of guest experiences at Foley Family Wines & Spirits, where he oversaw hospitality operations across multiple winery properties.
Prior to transitioning to the luxury wine industry, Sayad spent four years as director, guest experience for the Golden State Warriors at Chase Center, where he built and led a 400+ member hospitality and guest relations team. Before that, he served as director, guest experiences for the Sacramento Kings. Across these roles, he led large-scale teams, implemented innovative new programs, and helped shape cultures defined by empathy, excellence, and continuous improvement.
At Chappellet, Sayad will play a key role in advancing the winery’s direct-to-consumer strategy, with a focus on deepening client relationships, enhancing membership engagement and retention, and evolving the estate’s already acclaimed guest experiences. His leadership will support a holistic, relationship-first approach to hospitality, ensuring that every touchpoint, from initial engagement to long-term membership, reflects the winery’s commitment to excellence and authenticity.
“The relationships we build with our customers have never been more important. They are central to both our long-term vision and the continued success of our business,” said David Francke, President of Chappellet. “With Sam overseeing client services and leading our DTC program, we see the opportunity not only to strengthen our connection with our clients, but to build on the momentum we are already seeing. He brings a rare combination of leadership, operational expertise, and a deep understanding of hospitality to Chappellet that will ensure our DTC program is second to none.”
For Sayad, who earned a degree in environmental studies and economics, joining Chappellet aligns with both his personal and professional values. “Chappellet is one of Napa Valley’s great family estates, with a legacy defined not only by extraordinary wines, but by a deep respect for the land and a genuine sense of stewardship,” said Sayad. “I am honored to join this remarkable team and to help build meaningful, lasting relationships with our guests and members by bringing the Chappellet story to life in new and compelling ways.”
Central to Sayad’s vision is a continued investment in immersive, personalized experiences that deepen emotional connections to the winery and its acclaimed wines, while expanding Chappellet’s presence beyond the estate through in-market engagement and private client experiences. By strengthening one-to-one relationships and investing in team development, he aims to further cement Chappellet’s position as a leader in luxury wine hospitality.
Sources consulted (web research):
- Chappellet Appoints Sam Sayad Vice President Of Client Services
- Napa
- 7618982
- 5a1d918a5400005b0076abfe
- Chappellet Winery On Pritchard Hill
Source: BevNET