Winery General Manager

Job Description:

Build the Next Great Texas Wine and Hospitality Brand
Buli Limestone Wines is seeking an accomplished wine-industry leader to serve as its next General Manager. Based in Fredericksburg, Buli Limestone is a founder-led brand built where Tuscan charm meets Texas grit, bringing two distinctive wine stories together in one guest experience.
Our portfolio connects Buli Vineyard at Podere Collalto in Trequanda, Tuscany - an organically certified estate in the Chianti Colli Senesi - with Limestone Terrace Vineyard, a Texas brand focused on 100% Texas-grown wines and Mediterranean varieties that belong in our climate. The General Manager will help translate the character, craftsmanship, and people behind both vineyards into a stronger brand, a more memorable destination, and lasting customer relationships.

Why Texas, Why Now?
Bring proven wine-country experience to one of America's fastest-growing markets and help define the next chapter of Texas wine and hospitality.
Texas continues to add people, businesses, investment, and jobs at a scale few markets can match. The state reached 31.7 million residents in 2025 - up 8.8% since 2020 - and the Dallas Fed forecasts approximately 264,300 additional jobs in 2026. That growth is expanding the customer base for premium wine, hospitality, travel, private events, and club experiences. In Fredericksburg, that statewide momentum meets the nation's No. 2 wine-tourism destination and a market with significant room for an ambitious brand to grow.

The Role
Reporting directly to ownership, the General Manager will set strategy, elevate the guest experience, and lead Buli Limestone through its next stage of growth. The GM will work closely with Buli's Italian viticulture and winemaking teams and Limestone Terrace's Texas viticulture and winemaking teams, connecting both sides of the portfolio through clear priorities, strong communication, and a shared standard of quality. The GM will also develop the team and internal capabilities needed for long-term success.

What You Will Lead
1 Strategy & Brand. Set and execute a clear three- to five-year strategy for Buli Limestone. Work with the Italian and Texas viticulture and winemaking teams to align the portfolio, releases, quality standards, and storytelling across both brands.
2 Guest Experience & Destination. Build a distinctive hospitality experience for local members and destination visitors. Develop signature programs, including the 2027 Buli Tuscany wine club trip, and evaluate a future 290 Wine Road anchor destination property with a vineyard tasting experience.
3 Team & Culture. Recruit, develop, and lead a strong team with clear roles, high standards, and a warm, accountable culture. Build key capabilities internally as the company grows.
4 Growth & Partnerships. Grow the wine club, direct-to-consumer and out-of-town business, valuable market partnerships, selective distribution, and profitable custom-crush and private-label opportunities.
5 Business Performance. Guide the business plan, budget, and results. Lead a monthly P&L review with ownership and the leadership team, and turn the numbers into clear priorities and accountability.

A Shared Connection to Tuscany. Each year, members of the Texas and Italian teams join ownership and company leadership in Tuscany to collaborate, taste, learn, and strengthen the relationships behind the Buli brand. The trip also reflects what makes this company special - time in the vineyards and cellar, memorable meals, cooking classes, wine tastings, and the chance to experience Tuscany together.

Who We're Looking For
Strong candidates may be winery General Managers, DTC or hospitality leaders, brand or portfolio executives, or senior wine-industry operators ready for a broader builder role. We welcome talent from established U.S. wine regions and respected international wine brands; the right experience and leadership matter more than the candidate's current location.
•  Meaningful experience with respected national or international wine brands, destination wineries, importers, distributors, or comparable premium hospitality businesses.
•  A record of turning strategy into measurable growth in hospitality, wine club, direct-to-consumer sales, brand visibility, distribution, or partnerships.
•  A genuine hospitality mindset and the ability to develop people, create accountability, and build a healthy team over time.
•  Comfort with P&L, budgeting, and operating performance, paired with an entrepreneurial and practical leadership style.
•  Willingness to relocate to Fredericksburg and current authorization to work in the United States, including through a valid existing work visa where applicable. Custom-crush, Italian wine, or Texas wine experience is a strong plus rather than a requirement.

Additional Details
The position offers a $100,000-$150,000 base salary, a target annual incentive of approximately 20% with upside to 30%, and relocation assistance. Benefits include paid holidays and personal time, employee wine and merchandise pricing, professional development, and appropriate industry travel. This is a fully on-site role in Fredericksburg with selected evenings, weekends, wine-club events, private functions, and harvest needs.
How to Apply
Please send a resume and a brief note describing the wine brands or organizations that shaped your experience, one measurable result you helped create, and why the Buli Limestone Texas-Tuscany story and the opportunity to build in Fredericksburg appeal to you. A long cover letter is not required. Buli Limestone Wines is an equal opportunity employer. Employment decisions are based on qualifications, demonstrated results, leadership ability, and the requirements of the position.

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