July 26, 2019 16:58
One of the things you do when you enter into another stage of winery growth is to write a mission statement. Trying to encapsulate 90+ years into one sentence is a challenge. We recently completed our first ever statement and it took collaboration of three generations to come up with one that rang the right bell. With our Mission in Mind, I’ll take it apart phrase by phrase and sometimes word for word to show what it means to us.
Pedroncelli Mission Statement: We are a Sonoma County farming family, founded in 1927, sharing our legacy through sustainably produced exceptional wines.
Sonoma County is the starting place for us. Dry Creek Valley as an appellation came along years later but the roots were set into the county’s soil when my grandparents arrived. Farming is what we do and have always done. Over the years we have made some changes and have had the future generations in mind while we are making the choices we do now when considering the varietal to plant or how to get the best out of a particular vine trellising system.
Family is who we are for four generations and counting. Not many family businesses make it past the second generation and our goal is to maintain going forward as fully family operational.
Founded in 1927 and is the year Giovanni Pedroncelli brought his wife Julia and young family to Geyserville, to a shuttered winery and 25 acres of vineyard, to a home that would sustain them through Prohibition, the Great Depression and start from scratch once Repeal rolled around.
Sharing our legacy with generations both past and future. A legacy doesn’t end with one generation-it is overarching and looks forward as well.
Sustainably produced and certified. Doing what we have done for more than 90 years.
Exceptional wines are what we strive for with each and every vintage. Our 92nd harvest is just around the corner. Working with our winemaker Montse Reece, Cellarmaster Polo Cano and Vineyard Manager Lance Blakeley each contributing their exceptional talents will bring to your glass our our very best.
April 28, 2015 13:30
I remember when my dad used to go on wine deliveries in the early years while we were living in the midst of the winery operations. When he joined the family business officially in the 1950s he took on the day to day sales and marketing responsibilities while his brother John took care of the wine and vineyards. Delivering the goods was one of the many areas of his expertise. One magical day I was invited to go with him on deliveries in the huge Dodge truck with the winery name emblazoned on its’ doors. I remember meeting many of our accounts as we made various stops on our way to San Francisco. I must have been about 5 or 6 years old at the time. While he no longer delivers wines directly, this day remains in my memory because of the shared time on the day-long drive (and the stop at the Doggie Diner on 19th in the City). I don’t think it had anything to do with my future career choice but as I look back it certainly cemented another facet of the business in my mind. When I was raising our children we involved them in various activities including wine tastings. Now our daughter Adrienne is a winemaker in Solvang, California! Our son Joe loves wine and is our ambassador in the Reno, Nevada area. My nephew Mitch has been working with his dad Lance in the vineyard for many summers while in school and is graduating from college next month. He'll begin his work at the winery shortly thereafter. I look forward to future generations joining us as we continue our family legacy. In celebration of Down to Earth Month I think sustaining a family for going on four generations is downright sustainable! I’ll celebrate with a toast to family with some Zin in my Dino.
Visit our Family Gallery here-you'll see me and my sister Cathy at a wine tasting in downtown Healdsburg in 1972! John Soule and my dad Jim are there too-doing the pouring.
2nd and 3rd generation Pedroncellis. We're writing the next chapter for future generations.
March 31, 2015 14:35
Changes don’t happen too often here. We are a family-owned three generation business. When you lose someone like John Pedroncelli it has a deep and lasting effect on us all. His strength as a quiet leader as well as his depth of knowledge cannot be replaced. I was looking through our website and ran across a photo of John Pedroncelli and ‘his team’. I was reminded of the last few years whenever he was asked about who made the wine, he’d answer “the team, of course”. His years of experience combined with his team of Lance, Polo and Montse created consistently remarkable wines. While one legacy has come to an end, we, as a family, need to take the next step and announce that Montse has been promoted to winemaker.
Having worked in wineries from the Penedes and Montblanc regions of her native Spain, Montse earned her degree in enology from the Rovira I Virgili University in Tarragona. Once finished with college she came to California and joined the harvest crew at Gloria Ferrer Champagne Caves in Sonoma in 1998. After that she was hooked and held positions at both Ferrari-Carano and Rodney Strong Vineyards. She joined the winemaking team at Pedroncelli Winery in 2007.
She considers it an honor to have worked with John for 7 years and says he truly was an icon. In an earlier interview for a local wine writer, she was asked what she has learned from him. Having learned about the valley, the grapes and his style, her answer was, “to keep it simple”. In fact she has taken John’s expertise and created her own stamp on the wines through her focus on detail, by zeroing in on the unique qualities of each vineyard block and creating singular small lots. She has the continuity of vineyards, staff and the team behind her. We've begun to see her passion and style in the 2014 vintage. It gives us great comfort and pleasure to know that John's legacy, and ours, is in good hands. Join me for a toast to Montse and all the women winemakers around the world!
March 31, 2015 14:29
Julie has been posting things about the women in her family all month as a tribute to Women’s History Month. There have been some great insights to the quiet strength of the women before her. It is no surprise, then, to find ourselves at the end of the month with no mention of one of the strongest, most humble of the Pedroncelli women to date. That would be, of course, my bride. Forgive me if I gush a bit here.
Having been raised here in the center of the winery, in what is now affectionately known as “World Headquarters of J. Pedroncelli Winery, Inc.” Julie lives and breathes Pedroncelli. She is the voice of Pedroncelli to the world, but more importantly, she is the guiding force behind all our hospitality—public and private. Given a choice, Julie would be in the kitchen or shuttling food, or taking out the trash—whatever she can do to serve others. She is, as she puts it, an introvert who has had to become a “professional” extrovert. She loves going on the road to sing the praises of Pedroncelli, but when she gets home she much prefers quiet times with Dirk the Dog and me. And sometimes I’m not so sure about me!
Julie is also the family archivist. She is the one who has files and boxes and lists and photos from generations of Pedroncelli achievements. From distant cousins in the 1960 Squaw Valley Winter Olympics to letters home from the family when they were serving their country in the armed forces. From family photos (now in the Smithsonian) to boxes and boxes of gold medals and ribbons spanning our nearly 90 years of winemaking awards. If you ask her about something she’ll say “give me a minute, I think I have a picture…”
As a wine lover (since age 4, she’ll tell you) Julie was thrilled to be invited to be a wine judge for the first time this year. We have a running joke that we can’t afford to go to a wine bar together. It isn’t the couple of glasses of wine that we have—it’s the several BOTTLES she discovers and wants to take with us when we leave! She has a great palate, a great wine vocabulary and has heard about every wine mentioned by some wine geek who is just testing her—she answers them with her trademark smile and sparkling eyes. She’s always happy to share her thoughts, but you’ll have to ask. She would never impose them on you. By the way—if you produce a Catawba, thanks for the offer, but I think Julie has had her share…that’s what you get when you are the rookie judge!
Julie’s quiet nature belies the depth of her knowledge about the wine business. She’s been around it all her life and in the thick of it for about 30 years. She’s quick to listen, a voracious reader and student of wine. She knows the history of Dry Creek Valley and Sonoma County like the back of her hand. As well she should, she’s lived it. And for that matter, written a good part of it herself. She is past president of the Winegrowers of Dry Creek Valley and Sonoma Vintners and recognized with the Spirit of Sonoma Award. She’s served on countless boards including the Wine Road, California Wine Institute and Healdsburg Shared Ministries. She is a perennial volunteer with various community service projects and most of all, beloved Grammie to our two grandsons—there is a wonderful picture of Julie looking at a grapevine with Jordan, our oldest grandson. That’s how it all begins, isn’t it?
So I’ll raise a glass to the woman who is making history every day at Pedroncelli. And I’m proud and honored to call her my wife. Here’s to you, sweetie. Go make some history!
March 19, 2015 16:23
My grandmother was born in Italy and immigrated with her parents Antonio and Margarita Petrelli and sister Rena to California in the 1890s. They landed in Redding and operated a boarding house. Teaching would be her first profession out of high school and she taught at a one-room school house. Later on, she met my grandfather Giovanni when he sold vegetables from his garden to my great-grandparents. After they married they began to look for a permanent home. In 1927 the young family purchased 90 acres of land, a defunct winery, 25 acres of Zinfandel and a home here in Dry Creek Valley, Sonoma County. Three children came with them and my dad, Jim, was born a few years later at the family home.
My grandmother’s contributions were invaluable in many ways to the family business. From keeping the books, raising her family, working in the vineyards not to mention her generous hospitality, she was the backbone of our winery's early years. When I was growing up I was unaware of her accomplished life because she didn’t speak much about those days. I imagine they were difficult at first, especially with the Depression settling in two years after they moved to the ranch. Sons John and Jim reminisce in their oral history J. Pedroncelli Winery: An Ongoing Family Tradition about how she made sure her family always had food on the table-canning fruit and vegetables, making cheese and butter, raising chickens and cows to make ends meet.
Later on, during the heyday of the 50’s and 60's, she hosted many dinners with family and friends, dining alfresco style. We even have a photo of one of those afternoons in the Smithsonian's National Museum of American History celebrating FOOD: Transforming the American Table 1950-2000. Her rosemary chicken, venison stew, risotto, ravioli and spinach malfatti remain in a class by themselves.
Most of all, I remember her as a quiet pioneer. She didn't call attention to the years of hard work and dedication, of working side by side with my grandfather, because she was humble to a fault. You didn’t call attention to the wine, wine was just part of life. If life is good then the wine, like my grandmother, has done its job. She helped create a legacy which proudly continues today. Her philosophy still echoes in our wines and lifestyle. A toast to Grandma P and National Women’s History Month.
Great-grandparents Margarita and Antonio Petrelli with my grandmother Julia and her sister Rena standing behind her.
This is the ledger my grandmother kept between 1950 and 1960. We have donated this to the archives of the National History Museum along with her polenta pot as testament to her enduring legacy.
For more photos of the family click here.
January 6, 2015 17:53
Dry Creek wine giant dies
Second-generation vintner helped transform Dry Creek into noted appellation
By BILL SWINDELL
THE PRESS DEMOCRAT
John Pedroncelli, a second- generation vintner who was instrumental in building Sonoma County’s wine industry, particularly in the Dry Creek Valley that he called home for almost all of his life, died Sunday at home after a months long battle with cancer. He was 89.
Pedroncelli, along with his brother, Jim, was a key figure in the history of the county’s winemaking as it emerged from a craft business practiced by a few families after World War II to today’s multi billion dollar industry known worldwide. He was 2 when his family purchased the winery and moved to Geyserville in 1927. With the exception of serving two years as a radar man in the Coast Guard, Pedroncelli spent almost all of his life around the winery and was a daily fixture up until last year, even providing advice on 2014’s early harvest.
“He preserved the past while looking ahead to find innovative solutions in a changing winemaking environment,” said Honore Comfort, executive director of the Sonoma County Vintners. “John’s legacy will be his unwavering commitment to the land, to winemaking and to his family which epitomizes the spirit of Sonoma County’s great wine families.”
Pedroncelli studied chemistry and botany at Santa Rosa Junior College and took enology courses at UC Davis, and in 1948 assumed winemaking duties from his father, John Sr.
It was nearing the end of an era where the Pedroncelli family would make, sell and deliver its wine to grocery stores, local ranchers and families. Buyers could pull up to the winery and fill up a gallon of red or white wine for 45 cents.
A year after taking over winemaking, Pedroncelli made a zinfandel for release bottled under his family’s label, a variety that the winery would become well known for throughout its history. He also produced California’s first zinfandel rose.
The winery began a major expansion in the mid 1950s with installation of an automatic bottling line and an increase in storage capacity. Jim Pedroncelli became head of sales and marketing in 1957. It also became the one of the first wineries to market Sonoma County’s appellation on its label.
PEDRONCELLI: Freely offered advice to new vintners
The family winery transitioned from a bulk wine producer into a premium winery, but with affordable prices, and later branched out into pinot noir, riesling and red blends.
In 1963, John and Jim Pedroncelli purchased the winery and vineyards from their father, and a year later began to vintage date its wines. They also began purchasing prune parcels around West Dry Creek Road and turning them into vineyards, helping put the Dry Creek Valley on the map as a winemaking destination. The area is mostly northwest of Healdsburg, where the creek is a tributary of the Russian River.
David Stare, founder of Dry Creek Vineyards, became familiar with the Pedroncelli brand as a student at UC Davis in 1971 when he organized a tasting of a bunch pinot noirs. The Pedroncelli brand was the favorite among the group even though it was much less expensive than the other competitors at a price around $5 to $6 a bottle at the time.
“Their wines have always been reasonably priced,” Stare said. Many of its wines today are priced at $20 or less.
When he started his winery in 1972, Stare said, the Pedroncelli brothers were always helpful about providing advice to him. He would occasionally take wine samples that did not turn out well over to the Pedroncelli’s lab and ask John for his opinion — a thought unimaginable today in the industry’s competitive marketplace.
“If I had a problem wine, I could always take it over there,” Stare said. “He was always helpful on giving me his opinion ... He was a very lovely man.”
The hard work of the Pedroncellis in the Dry Creek Valley paid off in 1983 when the region was named as an American Viticultural Area. It now has more than 9,000 acres of vineyards that blanket a 16-mile long stretch that is two miles wide. Overall, the Pedroncelli winery has 105 planted acres and produces 65,000 cases annually, said Julie Pedroncelli St. John, vice president of marketing and John’s niece.
Pedroncelli was noted as a humble man, who preferred the behind-the-scenes work compared to his brother, Pedroncelli St. John said.
But he carried so much respect and trust in the Dry Creek region that he helped set market prices for grapes in the area in the early 1970s, before brokers, pricing models and crush reports became commonplace in establishing rates, said Duff Bevill, founder of Bevill Vineyard Management.
Bevill said newer wineries at the time were unsure what to pay growers in their contracts, “So they would say we will pay what John Pedroncelli pays.”
The winery leadership is in its third generation of Perdoncellis, and a fourth generation also works in the family business.
Besides Jim, John is survived by his wife of 48 years, Christine, a former trustee for Santa Rosa Junior College; children Connie (John) Proctor, Richard Morehouse, Maureen Davison; and grandchildren Roseann, Lauren, Christopher, Ian and Elea. A private funeral service will be held.
November 25, 2014 12:48
I received a photo via Kay and Diane, two neighbors with deep family roots in Dry Creek Valley, who were volunteering with the Healdsburg Museum. They were asked to compile a selection of stories printed in the museum’s newsletter and this particular edition will cover a 10 year period highlighting many of the local families and business. What I love about this photo from the Pedroncelli article is my family around the dinner table laughing and toasting, just what I talk about when describing our wines and pairing them with food—it is also a photograph I didn’t have in my collection so the bonus of having it now is a priceless addition. I grew up eating meals with my family in this room, just like my dad and his family did. We gather there Monday through Friday (when in town) and eat lunch in this place—I sometimes can almost feel the presence of those decades of family events around me. Especially when we joke with my dad about something we didn’t like to eat or the time we watched the hill slide during breakfast-right outside the window! I am thankful for the food we had, the company of my sisters, parents, and now the gathering each weekday for lunch where we share stories of what’s going on in our lives. Cheers to you all, from my Dino to yours, and Happy Thanksgiving.
October 31, 2014 14:17
Artifacts are easy to come by at Pedroncelli since we have been here for 87 years. When I was growing up in our home, which later on became the sales and marketing office, we found a number of things to play with or at least be curious about that my grandfather had accrued over the years. I remember visiting the old barn in back, a little creepy but loaded with discarded tractor parts, winery equipment and history. We have a few items on display in the Tasting Room, an old hand corker as well as a mold for wine bottles. Some of our historical items are destined for display at the Smithsonian (see October 23rd’s post). While we weren’t one of those families to take out the camera and record every moment in our winery history, we do have a few photos around. One of my favorites is a candid shot of my grandfather hosting some guests and they took the photo in front of the old tank building. He built our first tasting room, originally a corner of the bottling room in our cellar, to showcase his wines. He carved out some precious space and put up shelves to carry the products he was so proud of and loved to pour for his friends. Even our friends.red is a tip of the hat to those days when he would take a bottle into the cellar and bring back “Giovanni’s Red” in a gallon jug. We also enjoy pointing out we operated the first Tasting Room in Dry Creek Valley! Enjoy this look into our past and raise a glass to my grandfather’s memory and heritage in our corner of the valley.
October 21, 2014 14:59
We were at an event a month ago when two people, unrelated, walked up to the table-the woman spoke to my husband Ed and the fellow struck up a conversation with me. It was about hospitality in our tasting room the two experienced that spanned 40 years between them. Her story: she was in town a few days before the event visiting tasting rooms in Sonoma County and she found herself in ours. Her experience here was capped by a very friendly tasting room staffer, Juliette. She sought us out at the event because of her very positive and educational visit just to share her delight in our welcoming atmosphere. His story: He told me he found our tasting room in the early 1970s, which in my opinion wasn’t too hard to do as we were one of the few operating in Dry Creek Valley at the time. He was a student just out of college and was going into the restaurant business in South Lake Tahoe. Because of his experience with John Soule, who was our tasting room host during the early 1970s, he never forgot his first wines or John. In fact he included Pedroncelli wines on his wine list because of this encounter. I would have a hard time coming up with the number of people who have walked through the doors of our tasting room but I am sure of this: we’ll continue to pour our wines and have great conversations while you visit! Here is John Soule, Tasting Room Host extraordinaire, in 1971. From my dino to yours, cheers.
October 16, 2014 15:04
In the wine business there are three tiers: the winery (supplier) the wholesaler (the middleman) and retail/restaurant accounts. You, my friend, may be a part of any of these layers or are the invisible ‘fourth’ tier because you could be the consumer-the one who buys the wine off the list or from the shelf. If we, Pedroncelli Winery, are known as the supplier, it follows that Classic Wine Imports is our wholesaler for Massachusetts and Wines & More a retail account buying our wine to sell to the public. Having maneuvered this system for almost 50 years, it works well for us. In fact, the bulk of our wines are sold via the three tier network. A more recent category includes DTC or the Direct to Consumer category. We have expanded over the years to reach out through Club Ped, our wine club, and through our website with an online store. We do sell direct (click here) and about 10% of our wine is sold internationally. With our production at 60,000 cases it makes the global distribution of our wines more available to you, the buying public. And the many ways to sell our wines continues to grow. My grandparents would marvel at the avenues we have available now. When they started it was ‘word of mouth’ in those early years selling wine to neighbors and friends. Now for some vino in my dino, toasting our friends far and wide who enjoy our wines. This is my dad Jim, grandfather Giovanni and uncle John circa 1965. Cheers!
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