Peter Cushman, Winemaker

Peter Cushman was born and raised in the heart of Oregon’s Willamette Valley wine country.  After earning a degree in biology and chemistry at the University of Oregon in 2009, he decided to follow in his grandfather’s and father’s footsteps, becoming a third generation winemaker.  Cushman moved to Hood River to assist his father at Viento, the family winery, situated in the promising Columbia Gorge wine region.

Cushman utilizes methods learned from nearly a decade of making wine in the Columbia Gorge, for some of the regions premier vineyards and wineries. Focusing on locally grown grapes and a natural, mindful approach to winemaking. Cushman has received worthy recognition from critics, including multiple gold medals and 90+ point –rated wines.

Peter joined Jacob Williams in 2017. With his experience and love for wine, as well as his young spirit, he brings a wonderful new and exciting energy to our team.

Cushman and his wife Sarah live in the Hood River valley with their daughter Marcela, and son Felix.

Regina Busse, General Manager

Regina Busse, known to most as Reggie, is originally from Omaha, Nebraska.  She attended Kansas State University and graduated with a degree in Buinsess Administration and Marketing.  Upon graduation, Regina bought a one-way ticket to Europe and serendiptiously kicked off the next chapter of her life.  Traveling the world for the better part of 10 years, Regina based herself in the hospitality industry of Interlaken, Switzerland.  Spending long weekends in the acclaimed wine regions of Italy, Spain, France and Germany, Regina developed a strong affinity for wine and wine culture.
In addition to Regina’s international hospitality background, her 15+ years of restaurant service, management and marketing expertise have molded her into a powerhouse of customer service and enthusiasm.  Responsible for wholesale and distribution of Jacob Williams wines to the greater gorge community, Regina hopes to expand into the Portland and Seattle markets throughout 2018.
Regina and her husband, Clayton Durrant, moved to the Gorge in the Fall of 2016 and live in White Salmon, WA.
“Do what you love. Love what you do.  Pouring wine isn’t a job for me.  It’s my passion.”


Crystal Borup, Consulting Manager

Crystal was born in Oregon and raised in the Columbia Gorge. She started working in the hospitality industry at a very young age. Although Jacob Williams is the first winery Crystal has ever worked at, her experience includes over 20 years of hospitality, 12 years of management, 8 years of marketing, and 7 years of owning her own business.

Crystal was the General Manager of Jacob Williams from 2011 – 2019. Over the years she proved to be the grounding rock at Jacob Williams, driven and dedicated to the success of our Winery. While she very much enjoyed running the operations of Jacob Williams Winery, it’s the relationships with our loyal customers that she has cultivated over the years that brings her the most joy. Although Crystal passed the GM torch off to Regina Busse in 2019, she continues to support the winery as a Consulting Manager. 

Crystal lives in White Salmon with her husband, Barton Popenoe and her two step daughters, Nova and Pica Popenoe.