Purcell’s routine is dictated by the three-hour time gap between her New York base and the company’s West Coast operations. Her mornings are reserved for deep, creative work, reviewing financials and long-term strategy before the influx of Zoom meetings begins at noon. These sessions connect her with co-founders Katherine Power and Cameron Diaz, with whom she remains deeply involved in everything from packaging design to new product development. Managing the company through an executive vacancy has often required her to oversee multiple departments simultaneously, turning her early morning hours into a critical period for operational stability.
Her approach to leadership mirrors her approach to travel: precise but adaptable. While she travels up to three weeks a month to visit retailers, distributors, and European vineyards, she maintains a strict 'carry-on only' policy and refuses to arrive early at the airport. When travel disruptions occur, she leans on digital tools, including using ChatGPT to build custom schedules for managing jet lag. This blend of high-level corporate oversight and personal discipline defines her management style, which she balances with evening wind-downs, reading nonfiction, and a consistent habit of ending the day with a glass of Avaline’s Bordeaux Sauvignon Blanc.
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