Doug Frost: Consultant to Washington Winery CEO

Renowned Master of Wine and Master Sommelier, Doug Frost, known for his globe-trotting consulting endeavors in the world of wine, has made a significant pivot in his career, transitioning from advising international entities to founding his own winery, Echolands, nestled in the scenic landscapes of Walla Walla, Washington.

In a recent Zoom interview, Frost expressed his unwavering passion for wine, stating, “Even though my wife and I are at retirement age, I don’t ever want to stop doing the things that I love.” Teaming up with Brad Bergman, CEO of Midwest Trust, Frost embarked on this ambitious venture in 2017, aiming to bring their shared love for wine to fruition.

Choosing Walla Walla as the winery’s home wasn’t a decision taken lightly. Frost, hailing from Oregon, and Bergman, a fan of robust reds, found the perfect synergy in the region’s reputation for producing exceptional cabernet sauvignon, Bordeaux blends, syrah, and Rhone blends. Moreover, Walla Walla’s AVA boasts a community that embraces collaboration, making it an ideal environment for their endeavor.

Despite facing setbacks due to the COVID-19 pandemic, the duo swiftly adapted, shifting their focus to direct-to-consumer sales and online platforms. This strategic maneuver, coupled with the opening of a tasting room in downtown Walla Walla, allowed Echolands to weather the storm while waiting for their state-of-the-art winery in the Mill Creek area to be completed.

Their dedication to quality is evident in every aspect of Echolands’ operations. From the sustainable cultivation practices employed in their vineyards, certified in 2022, to the meticulous crafting of their wines, Frost and Bergman spare no effort in ensuring excellence. With grape varieties ranging from cabernet sauvignon to grenache and assyrtiko, each wine reflects the distinctive terroir of the region, characterized by its basalt soil and elevated terrain.

Echolands’ wines, described as elegant, balanced, and complex, have garnered acclaim among wine enthusiasts. From the juicy acidity of the grenache to the fruit-forward notes of the cabernet franc, each bottle offers a sensory journey that captures the essence of Walla Walla’s winemaking heritage.

Demand for Echolands’ wines has surged, with popular varieties like sauvignon blanc, grenache, and cab franc quickly selling out. Despite producing around 5,000 cases annually, the winery struggles to keep pace with consumer demand, especially with their direct-to-consumer sales accounting for 70% of their distribution.

To ensure the success of their venture, Frost and Bergman have assembled a diverse team of talented individuals, including Winemaker Brian Rudin, Vineyard Managers Sadie Drury and Nick MacKay, and Director of Hospitality Jenna Bicknell. Together, they embody Echolands’ commitment to excellence and hospitality.

Looking ahead, Frost acknowledges the challenges that lie ahead in the competitive wine industry. While the allure of their new winery may attract attention in the short term, Frost emphasizes the importance of sustained effort and dedication to ensuring Echolands’ long-term success.

As Doug Frost continues to balance his role as CEO of Echolands with his consulting commitments, he remains steadfast in his pursuit of excellence, epitomizing the spirit of innovation and passion that drives the world of wine forward. With Echolands poised to make its mark on the Walla Walla wine scene, Frost’s journey from globe-trotting consultant to Washington winery CEO stands as a testament to the enduring allure of the vine.