Protect what matters.
A winery does not have to choose between honoring its history and preparing for its future.
About
Strategy with respect for where you come from—and where you want to go.
True Origin Collective is the umbrella for a connected family of advisory work, ventures, and internal projects serving the wine industry and the people shaping its future.
Who we are
True Origin Collective is led by Tony McClung, a 30-year veteran of the wine industry whose career is marked by a proven track record of building, leading, and advising respected wine businesses and brands.
His work has been shaped by the realities that make the wine industry distinct: long time horizons, family ownership, deeply rooted brands, complex markets, changing consumer behavior, and the need to balance commercial decisions with heritage and place.
Tony holds a Master’s degree in Economics and has pursued extensive study in Organizational Psychology—bringing an understanding of both the commercial systems and the human dynamics that shape a business.
The firm provides thoughtful, strategic support to wineries facing complexity—whether that means guiding a generational transition, repositioning a brand, improving organizational performance, preparing for a potential sale, or creating a more sustainable path for long-term growth.
The firm combines deep industry experience with pragmatic, customized strategies designed to preserve what matters while creating measurable progress.
Legacy and progress can exist together.
See what needs to change.
The strongest businesses understand what should be protected, what needs to change, and what must be built next.
Build what comes next.
That is where True Origin Collective does its work.