WINE & WISDOM

Whip-smart, kind, and curious, Christy Rowland reached an enviable level of success as an industry-shaping business consultant working with top international firms. Her journey conjures up images of jet setting and elbow rubbing with some of the most influential people of our time. And while she absolutely loved the consulting trenches, a little voice inside her drove her to find a new adventure right here at home. As the new owner and CEO of M&J Personal Selections, Christy shares her inspirational journey, the details of that coveted second career, and all about the business of the fabulous wines she’s delivering to our restaurant tables and store shelves. Gutsy, community driven, and in charge, the next time you pop, clink, and pour, may we suggest a little toast to Christy?

By Hayley Hill Photos Amber Michelle Photography, JonesAmberMichelle@gmail.com Makeup Courtney Matthews Makeup Artistry, Cocokat1978@gmail.com Hair Jason Chambers, 251.689.7427

Having helped others build empires and industries for decades, Christy had long thought about using her finely honed business skills to lean into her own life and the desire to create something that benefits this community. Fast forward to a few brave moves and Christy is now the owner and CEO of M&J Personal Selections (M&J Wines), a wine distribution business serving Alabama and North Florida. “At this moment that involves just about anything and everything! But really, my role is to define our vision, the strategies to achieve that vision, and to curate an exceptional organization that will deliver these strategies. Every day is an adventure and includes supplier and customer meetings, product testing, process optimization, financial evaluation, and interviewing. Otherwise known as filling and placing orders, loading trucks, making deliveries, lots of wine tasting, event hosting, and number crunching!” she shares. 

Married to her childhood sweetheart, Russell (A.K.A. Rusty), Christy explains, “My love-affair with wine began during an incredible trip traveling through Italy for a few weeks to celebrate our five-year wedding anniversary. The Cinque Terre is this lovely stretch of towns and countryside where you walk through vineyards and olive groves along the Mediterranean Sea.  After each meal, I journaled about every wine we tasted, the food, experience, and even the weather! I fell in love with all things Italian, and most definitely, the wine. I still have an empty bottle of my favorite Cinque Terre wine from that trip 23 years later!” 

Both Christy and Russell’s families have been in Baldwin County and North Florida since the late 1800s and there’s no place like home for them and their children, Ashton and Arabella. However, Christy has enough international business experience to fill a book. “I began working in consulting after graduating from Baylor University, first for Andersen Consulting and then for Deloitte Consulting. I spent nearly 30 years in the management consulting industry and worked across multiple industries and competencies. I led programs covering technology, process, people, and strategy for some of the world’s largest companies and the industries ranged from consumer products, financial services, and real estate to aerospace and defense. Essentially, I worked with top management to define global strategies and to operationalize those strategies to realize financial results. I traveled a lot and spent many weeks at a time in fun places like Dallas, Chicago, Washington D.C., New York City, Boston, Atlanta, Nashville, and India!”

Christy’s roles have continually been at the intersection of major change. “Think flat-screen technology, online grocery shopping when it was first tested and failed, the Y2K frenzy, India at the boom of outsourcing, the dot-com boom and bust, and more. I’m good at tackling efforts where no one else can get traction, helping others see the “art of the possible,” and “simplifying the complex,” Christy says.

With deep work experience in the real estate industry, Christy shares “One of my favorite leadership roles took place at Deloitte. I was asked to determine how and when to reinvest in and innovate our newly built, $300 million leadership development center, Deloitte University.  With only 15 “closed” days over Christmas and New Year’s each year, and with the 100-acre property having over 65K visitors annually, this was quite the challenge, yet it was crazy ambitious, creative, and rewarding! I led an incredible group of very creative thinkers and real estate industry veterans to design and plan for 11 months of the year to basically have our own version of “Extreme Makeover: Home Edition” each Christmas.  Sounds wild, and it was!  But it also proves that anything is possible with the right approach and the right team.”

Engaged in fascinating work, we wonder about the wine. “Fast forward to five years after our trip to Italy when I was expecting my first child. Having reached the level where everything gets “super serious” on the path to make partner and managing director, I was at a pivotal point in my career.  As a new mother, I was considering if my full-travel consulting career was what I wanted and had begun exploring other options. Meeting a lot of people in different businesses, I happened to meet the Ashers and had the opportunity to learn a bit about their local wine business, M&J Personal Selections. However, Deloitte was pioneering solutions to retain women at leadership levels who were leaving in significant numbers due to children, parent care, and life balance in general, and I was offered a remote work scenario where I could limit my travel while still realizing a rewarding career. This takes us to the birth of my second child, promotion to the partner level, and another several years,” Christy explains.

With wine on her mind for a long time, Christy adds, “Over the years, the wine industry was something my colleagues and I discussed frequently. As food and wine fans, we would spitball ideas of how to utilize the growing internet capabilities to create shareable “wine databases,” “ratings,” “collaborative purchase programs” and the like.  We were full of dreams as we were in the center of incredible change in the technology industry. “

Slowly but surely, that chance encounter with the Ashers remained. “As I began considering life after Deloitte, my main desire was to invest in my community. I wanted to build a legacy that would impact my home and where I could invest my time, talent, and capital to benefit the community that had such a positive impact on my personal growth and development. Although I had an amazing career, my adult life had been spent building other people’s companies and communities. Longing for something closer to home, I began cold calling contacts from the past and, of course, contacted the Ashers. I remembered the opportunity I believed existed in our market for wine and was excited about the possibilities.  It just so happened that the timing was right for both of us.”

Based in Elberta, M&J Personal Selections is a wine distribution business started by Dr. Mike and Janet Asher 26 years ago. “Initially the business was focused on importing French wines and then grew to represent over 80 suppliers and over 600 products from every major area of the world. Today, M&J has a beautiful selection of wines, ranging from unique family-owned wineries where we may be the only representation of the brand outside of the winery, to household best-selling brands,” Christy says.

By definition, a distributor is essentially the representative for a winery or importer for wine brands within the state. Christy adds, “Our tier is granted the honor of introducing and representing beautiful wines to retail stores and restaurants.  We bring wine makers, experts, and products to market and introduce new and exciting options and the experience of fine wine to our clients and their customers.  The “behind the scenes” of wine distribution is very much like any other business — try to marry the best products to the best customers and utilize the best talent to do so.”

Because there are so many different and interesting varietals to try, Christy advises, “Hands-down the most enjoyable experience so far has been being exposed to wine varietals I had not previously tried. The next time you buy a bottle of wine, try something you’ve never heard of.  It’s so fun and it may be your next favorite!”

Another tidbit Christy shares is that wine reflects the soil, air, and sun from where the grapes were grown, as well as the love of the people who grew them. “I love the fact that a farmer tended the grapevine, selected the best grapes, combined them to develop a unique flavor profile, and managed the process all the way to the bottle we enjoy.  Each creator has hopes, dreams and expectations related to that specific glass of wine. It’s a unique and pretty cool connection in these modern times,” she beams.

When it comes to finding wines to offer our eateries and shops, Christy adds, “We find wines in several ways. Naturally, we look for specific wines that our customers request, but we also attend events, shows, and tastings to learn about new offerings and to find the best possible products for our market. We have great relationships with our suppliers and consider them key partners. They bring us wines to review, and many will visit us this year to help promote and educate about their products. Knowing how a new wine will be received is an art, but our fabulous sales team works closely with clients to understand local consumer preferences and to create energy in the market. I’m a bit of a data girl, so I tend to like research, too.” 

Growing in every market in Alabama and North Florida, Christy oversees salespeople, logistics, warehouse and delivery teams, and office professionals that include both wine industry veterans and novices. “Grown organically, the team’s knowledge has been gained through years of collaboration with winemakers and customers, and some hard-learned lessons!” 

When asked if anything has surprised her, Christy shares, “I’ve not been surprised by too much, though freight is a lot more expensive and complicated than I expected! A wonderful surprise is some pretty incredible people who have gone out of their way to help – from my beautiful friend who jumped in day one with “I’m in!” and has worked tirelessly building brand and markets; to the amazing friends who have pitched-in to deliver, create materials, and evaluate machinery; to those advocating for our wines and business, sharing our story, introducing us to potential customers, searching out our wines to support, and honestly just celebrating in the endeavor and spreading positive joy.  I’ve been overwhelmed by the love, support, excitement and willingness of friends and M&J colleagues to jump in to help and to give of themselves. I can’t tell you how much I appreciate them and what a blessing they are to me!”

With deep appreciation Christy shares, “Our customer base is incredible. We support many of the top local restaurants, retail wine stores, and grocery stores as well as national grocers and wine stores in our area. Looking forward, I want to continue building strong partnerships with our clients, providing wines that enable them to be profitable, successful, and most importantly, make their customers happy. The experience for the end consumer (which is our customer’s customer) should be pure enjoyment. When they taste our wine with their favorite dish, I want that culinary experience to be elevated. I want the consumer to have the opportunity to pause for life’s special occasions, which can be as simple as a nightly dinner with friends and family.  Wine is to be savored, experienced, and enjoyed with loved ones and I want our wines to be part of a family’s story and memories.”

As for her leadership approach? “My standpoint is to be exactly who you are, and while it’s important to be open to learning and recognizing that you may not know everything, be confident in the value you contribute and the skills you have.  My core competency is in stepping into the unknown, identifying issues and establishing a way forward, essentially just plain ‘ole problem solving. I ask lots of questions and believe everything can be improved. I understand and utilize core information to interpret the “ah-ha’s” and am willing to share my authentic self. However, I stand my ground particularly if someone tries to bully me or others. While I understand change is not easy, I try not to take it all too seriously – laugh a little – especially at yourself.”

As for her personal preferences, Christy adds, “I’m having a bit of a French moment. I was always intimidated by French wines because I was afraid of making a mistake. I’ve been very intentional about trying new things and I’m loving our Picpoul de Pinet, an interesting white wine from the coast of France – it pairs beautifully with oysters, shellfish, and fried food.  I’m also very much loving our Chateau de Chassagne Montrachet which is a Pinot Noir from Montrachet in Burgundy.  I guess I’m also having an Italian moment as another favorite is an incredible Ca de’ Rocchi Corve, made in Verona Italy out of Corvina grapes. For Summer, I’ll be enjoying South African Chenin Blanc as we have the absolute best! And the list goes on!”

Regarding U.S. options, Christy shares, “Our California wines are special and award winning.  We have fabulous boutique brands, and I just love that we get to represent them.  We have a dry Riesling just hitting our Alabama market that was recently awarded the 2024 Reserve Grand Champion Best of Show at the Houston Rodeo. The winning bottle raised $225,000 during the auction, the second highest amount for a lot in the event’s history! Of course, our bottles are sold at a much more reasonable price!”

Additionally, Christy is proud of the brands they offer from Alabama and Florida. “These wines are uniquely southern, reflective of our native muscadine and fruits like blackberries, blueberries, raspberries, and limes. Though muscadines are a fruit many think of as old-fashioned, they are gaining recognition as a super-food, higher in resveratrol, a powerful antioxidant, than grapes. In our wellness-focused-society, this segment is gaining interest for both low alcohol content and health benefits.”

In addition to the wines from our area, California and France, M&J has cultivated the best selections from Italy, South Africa, New Zealand, Australia, Germany, Chile, Argentina, Spain, Portugal and more. If it seems overwhelming, Christy advises, “I suggest looking for single vineyard or estate wines as these tend to best reflect the environment where they’re produced (known as the terroir in French) and they will give you a unique flavor experience.” 

While every day is an adventure, Christy is committed to supporting the community, too. “Our business consists of community members. We all live in Alabama and North Florida, and our families, friends, and lives are here.  Investing in our community is a direct investment in ourselves.  Always proud of being from Alabama and the Gulf Coast, I love literally everything about our beautiful area and know I’m fortunate to have been raised here and to raise my children here.  I’m thrilled to contribute to job growth and the success of my home area. M&J helps to support many local organizations like South Alabama Land Trust and the Gulf Coast Zoo. Our Sea Turtle wines donate one dollar to the Navarre Beach Sea Turtle Conservation Center for every bottle sold. We’re also hosting the reception for the upcoming Alabama MS Society’s Evening of Wines at the Birmingham Country Club and work with local communities to support events, festivals, and wine education.”

Ready for this new challenge, Christy concludes by sharing “Regardless of shifting consumer preferences, regulatory and health guidance changes, and the economy, enjoying good food and wine has been a marriage for centuries. High quality wine, from families with generational knowledge, is a treasured product, and I expect demand to continue for the experiences they offer.  At M&J, we are working to establish an exciting way forward that will ensure these traditions continue in Alabama and Northwest Florida for years to come. At the end of each hard day, this is an honor and dream come true for me.”

OFFERING OVER 600 OPTIONS, CHRISTY SUGGESTS JUST A FEW TO TRY:

Peju, Tinazzi, Blue Rock, Gretchen, Hill Family, Italo Cescon, Truchard, Beau Joubert, Del Dotto, Fabre Montmayou, Alpha Omega, Domaine de Cristia,  Trione, Titento, Darms Lane, Cotes de Femme, Brownstone, Moment de Plaisir, Smith Madrone, Sensi, Carol Shelton, Pradorey, Folktale, Windwalker, Vampire, Tomasello Ciders, Waterstone, Boeger, Black Oak, Alberti, Alias, Vrede en Lust, Merlo Family, Monmousseau, Selby,  Campet St. Marie, Golden, Wilson Creek, Krupp Brothers

M&J Personal Wine Selections

26355 Fell Rd, Elberta, AL 36530 | 251.987.5660 | MJWines.com