Heidi Scheid is Executive Vice President of Scheid Family Wines. She joined the company in 1992 as Director of Planning and served as VP of Finance and Chief Financial Officer from 1997 to 2001. Since 2001, her executive role has encompassed many facets of the business, including overseeing sales and marketing for a wide-ranging portfolio of wines for the company. During her tenure, Heidi has guided the company’s evolution from a grape growing operation that supplied product to other wine companies into a grapes-to-glass business of estate-driven wine brands approaching 1 million cases annually. In 2020, Heidi and her team launched an innovative wine brand in the trending ‘better for you’ wine category, Sunny with a Chance of Flowers – a zero sugar, low alcohol and low calorie offering. Sunny is a category leader and ranks as the most highly rated ‘better for you’ wine on the market.
Heidi is an active and engaged member of the California wine industry. She has been a director of Wine Market Council since 1996 and served as its Chairman. She was on the board of California Association of Winegrape Growers for nine years, serving as Chairman for two years. She was named a Wine Industry Leader by Wine Business Monthly in 2018 and 2019 and received the Wine Star Award “Person of the Year” from Wine Enthusiast in 2020.
Heidi earned an MBA in Finance from the Marshall School of Business at the University of Southern California. Prior to joining Scheid Family Wines, she was with Ernst & Young in the valuation consulting practice. Outside of the winery, Heidi enjoys all forms of exercise, in particular running and hiking. She has hiked all over California, including Mt. Whitney twice, and celebrated her 50th birthday by summiting Mt. Kilimanjaro. Heidi has three children, Siena, Cooper and Owen, and an adorable rescue mutt named Peanut.