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 a strategic advisory practice serving family-owned and luxury wine businesses.
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.
True Origin Collective and PourVu share a founder, Tony McClung, and operate as separate companies.
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.
He holds a master's degree in Economics, has pursued extensive study in Organizational Psychology, and has been a member of the Court of Master Sommeliers since 1996.
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.
Portrait of Tony McClungImage pending
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.