About Peter Baedeker
Peter Baedeker's journey in the wine industry commenced shortly after he graduated with honors from Tulane University.
After graduating, Peter’s love of wine blossomed when he encountered a bottle of Brunello Di Montalcino, sparking a rapid passion within him. Guided by this newfound enthusiasm, he gravitated towards wine sales. Peter’s trajectory led him to ascend the ranks swiftly within The Henry Wine Group, a $100MM distributor within California.
The early 2000s saw Peter returning to New Orleans to contribute to Republic National Distributing Company. Peter returned to The Henry Wine Group (now Winebow) in California in 2005, ultimately assuming roles in senior sales management and becoming President by 2009.
Following this, Peter Baedeker was hired by Purple Wine Company to spearhead an import division and orchestrate brand initiatives in Europe. In 2013, he was hired by a private equity partnership to develop a startup import firm and brand builder, aiming to craft and market proprietary brands. The enterprise concentrated on crafting and nurturing European brands, and Peter led collaborations with multi-generational family wineries as well as regional cooperative wineries in France, Italy, Spain, and Germany. This phase was pivotal as it birthed the innovative Faire la Fête sparkling wine brand, which was subsequently acquired by a family enterprise.
In 2021, Peter relocated to Santa Barbara, California where he served as Estate Managing Director of the Dierberg family estate, which contains the renowned Star Lane and Dierberg vineyards. In 2025, Peter launched Baedeker Wine, a prestigious consulting service that helps family wineries succeed in the competitive U.S. market.
Education
1995: Bachelor of Arts from Tulane University. Graduated cum laude with a major in Communication and a Minor in Spanish. Recipient of the Glendy Burke Award for Academic Achievement.
2004: Certified Wine Educator with the Society of Wine Educators.
2013: Certificate in Managerial Accounting from UC Berkeley Extension.
2023: Certificate in Digital Marketing from the Wharton School of Business at the University of Pennsylvania.
The Baedeker Guide
Peter Baedeker’s distant relative was Karl Baedeker, the inventor of the modern travel guide known as The Baedeker Guide. This was in the late 19th century in Koblenz, Germany. Peter believes that this heritage has filled him with a desire to guide and help others.
