About Peter Baedeker
Peter Baedeker is the Founder & Principal of Baedeker Wine, a strategic advisory firm guiding premium and family-owned American and European wine businesses through the complexities of the U.S. market.
Over the past two decades, Peter has led at the supplier, importer, and distribution tiers of the U.S. three-tier system. He has served as President of The Henry Wine Group (later acquired by Winebow), CEO of a national importing company, Estate Managing Director for the Dierberg family (Star Lane & Dierberg Vineyard), and founder of the nationally distributed sparkling wine brand Faire la Fête.
His experience spans distributor restructuring, margin expansion, national retail expansion, brand creation, acquisition structuring, and digital transformation across both wholesale and direct-to-consumer channels.
Having built brands that compete within national accounts and managed distributor relationships at scale, Peter brings a system-level understanding of how pricing, incentives, and portfolio strategy actually drive performance in the U.S. market.
Today, through Baedeker Wine, he partners directly with ownership and executive teams to strengthen pricing discipline, improve profitability, and build durable market presence.
Engagements are selective and focused on long-term strategic alignment. The Baedeker name stands for trusted guidance, and that principle shapes his work with every client.
Education
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.
Certified Wine Educator with the Society of Wine Educators.
Certificate in Managerial Accounting from UC Berkeley Extension.
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.
