Iconic Brands Share Secrets to Enduring Generations

Linfield Wine hosts panel on how legacy companies maintain relevance over decades

Apr. 19, 2026 at 1:51am

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A photorealistic studio still life featuring a glass wine bottle, a rolled woolen textile, and a vintage brass plaque or emblem, all arranged elegantly on a clean, monochromatic background to symbolize the timeless craftsmanship and enduring legacy of iconic American brands.A visual metaphor for the enduring legacy of America's iconic brands, captured in a refined studio still life.Pendleton Today

In a panel discussion hosted by Linfield Wine, leaders from several iconic brands including Sosta House, Winery Lane Collective, Stoller Wine Industries, Wente Vineyards, and Pendleton Woolen Mills shared insights on how their companies have survived and thrived for generations. The panelists discussed the importance of staying true to core values, adapting to changing markets, investing in employees, and passing down institutional knowledge to future leaders.

Why it matters

With only 3% of small businesses in the U.S. surviving to the fourth generation, the wine and textile industries face unique challenges like declining consumption and tariffs. The panel provided a rare look at the strategies and mindsets that have allowed some of America's most enduring brands to stand the test of time.

The details

The panel featured Mia Ponzi Hamacher of Sosta House and Winery Lane Collective, Gary Mortensen of Stoller Wine Industries, Kela Driggs of Wente Vineyards, and Scott Dylag of Pendleton Woolen Mills. They discussed the importance of adhering to a company's founding vision, empowering employees, and adapting to changing markets without losing what makes the brand unique. Examples included Pendleton's successful Star Wars collaboration and Wente's pivot to other agricultural sectors during Prohibition. The panelists emphasized the need to listen to customers, leverage social media, and thoughtfully transition leadership to the next generation.

  • The panel discussion was held on March 19, 2026.
  • Pendleton Woolen Mills collaborated with Star Wars in an unspecified year.

The players

Mia Ponzi Hamacher

Owner of Sosta House and Winery Lane Collective.

Gary Mortensen

President of Stoller Wine Industries.

Kela Driggs

Director of Marketing at Wente Vineyards.

Scott Dylag

Vice President of Retail at Pendleton Woolen Mills.

Bob Christnacht

Head of Sales and resident historian at Pendleton Woolen Mills, who is retiring.

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What they’re saying

“Our foundation is to continue to provide work for our employees. Your employees and your brand are what is sacred. The products that you make are almost irrelevant compared to those in a 200-year vision.”

— Gary Mortensen, President, Stoller Wine Industries

“I think that social media is the great equalizer, that anybody can make great content and reach a new audience.”

— Kela Driggs, Director of Marketing, Wente Vineyards

“I think we really love what we do, and we love the land where we are. That is what carried my grandparents and my mom's generation, and it carries on to us.”

— Mia Ponzi Hamacher, Owner, Sosta House and Winery Lane Collective

“We are spending as much time with Bob as possible, to have him share all of his knowledge with the entire leadership team. It is all of our job to carry on those historical stories.”

— Scott Dylag, Vice President of Retail, Pendleton Woolen Mills

“Work with joy.”

— Mia Ponzi Hamacher, Owner, Sosta House and Winery Lane Collective

What’s next

The panel discussion provided valuable insights for other legacy brands looking to navigate changing markets and pass the torch to future generations. Companies in the wine, textile, and other industries may seek to host similar events to learn from experienced leaders.

The takeaway

The panel highlighted the strategies that have allowed iconic American brands to thrive for generations, from staying true to core values and empowering employees to adapting to new technologies and consumer trends. Their insights offer a roadmap for small businesses seeking to build lasting legacies.