Founded 2024 · Healdsburg, CA
All the ritual.
None of the compromise.
The catalyst
It started at a kitchen table.
In 2022, Diego Reyes's father had a stroke. As part of recovery, he was told to give up alcohol.
Diego — a 15-year Russian River winemaker who'd spent his career on Pinot — sat at his father's table and watched him try the available non-alcoholic wines. They were, in Diego's words, "grape juice in costume."
The next morning, Diego started a side project: could you make NA wine that was actually wine?
"If we're going to make a wine he can drink, it has to be a wine he'd be proud to pour."
The partnership
A 2023 grower's lunch.
Maren Holloway had spent eight years running DTC and brand at a respected Russian River producer when she ran into Diego at a 2023 grower's lunch. She'd been watching the sober-curious wave from a marketing seat and had been quietly looking for an entry point.
Diego's prototypes were the entry point. They incorporated in early 2024, and shipped the first commercial vintage that fall.
The technical edge
Real wine first. Then carefully removed.
We make Russian River Valley wine the same way it's always been made — fermented to dryness, aged in neutral oak. Then we remove the alcohol with vacuum distillation, which is gentler than the more common spinning cone and preserves more aromatics. We re-balance with grape concentrate from the same fruit source.
The result tastes like wine because it was wine.
The team
Eight people.
One table.
Small enough to know each customer's name. Big enough to actually ship.
Maren Holloway
Co-Founder & CEO
Brand, marketing, channels. Eight years at a top Russian River producer before this.
Diego Reyes
Co-Founder & Head Winemaker
15-year Russian River pedigree. Owns production end-to-end.
Priya Sandhu
Director of DTC & The Society
Came from premium apparel DTC. Runs the club, the site, and the email list.
Tessa Brennan
Hospitality & Experiences
Runs the Healdsburg Tasting Bar and our event activations.
Jordan Miyake
Wholesale & On-Premise
Sells into restaurants, hotels, wellness venues.
Riley Park
Tasting Bar Lead
Pours, hosts, and tells the story right at the Healdsburg pop-up.
Sam Okafor
Production Assistant
Diego's right hand in the cellar.
Marcus Chen
Operations & Finance
Two days a week, holding the spreadsheets together.