Our Values

We’re out to re-make winemaking from the ground up. In order to do that, we want to be clear about where we stand. These are our stakes in the ground.

BREAK THE RULES.

Sure, we’re setting down some ideas about how we do things. But at the core of it all is our belief that rules are for breaking. Yep, even these.

COMPROMISE NEVER.

We’re not here to make kinda good wine. There’s always an easier way. We don’t take it.

CUSTOMERS ARE FRIENDS WE HAVEN’T MET. YET.

We treat people like friends, not customers. It’s not a stretch to say we’d like to know every person who drinks Uproot.

IT’S NOT A JOB.

We’ve had jobs. We know what that feels like. Here, we work harder than ever before and it still doesn’t feel like work. Not even at 3 a.m.

BE THIRSTY TO LEARN.

We surround ourselves with people who know more than we do. We learn as we go, share what we learn, and never school anyone.

OPEN UP AND BE HONEST.

Ask us anything, if we don’t tell you first. We’re winemakers, not hoity-toities behind a green curtain.

INSPIRE.

We do our thing with the intention that others will be inspired to follow their passion and do their own thing, too.

BE HUMBLE.

We’re ridiculously proud of Uproot. But we let people make up their own minds.

LET THE GENEROSITY FLOW.

We strive to be a model of what companies can contribute to their communities.

HAVE A BLAST.

We don’t drink our wine with one pinky in the air. We know how to have a good time. It’s wine, for godsakes. Oh, yeah.

The Label

Is that the back or the front? Great question. What we call the front of our bottle is a fresh look at what a wine label can do. We wanted ours to say a little bit about the flavor profile. And a lot about Uproot—particularly that we’re not like other wines. What you see is the Flavor Palette, a little taste before you even drink it. Each of the color blocks represents a tasting note. The size of the block tells you the dominance of each note. Together, the blocks make up a Flavor Palette that’s unique to each varietal, each vintage. That’s part of what makes each bottle of Uproot highly collectible—if you can actually resist uncorking it. Do we have to put our name on the front? We think every label says Uproot, loud and clear.

The Process and The Vineyard

We are Uproot – a winery that reimagines winemaking to create something fresh, modern, and full of energy. We’re more than wine makers. We’re change makers. We’re experience makers. And, yes, some might even say we’re trouble makers.

At Uproot, we’re inspired by a sense of place, not by being rooted in place. We look ahead to what’s possible, not back to what’s been done. We choose not to get stuck in the monotony of typical.

We believe that opening an extraordinary bottle of wine starts by opening our minds to the extraordinary. The best fruit. The best craftspeople. The best oak. The best equipment. The best process. The best technology. Everyone working together; turning out a new classic.

We’re Greg and Jay. Greg’s the guy who pulled up his New York roots to get his hands dirty in Napa, re-making wine for a modern sensibility. Jay’s the guy who dug in with his deep experience to build the business. We’re renegade wine makers, here to make extraordinary wine from the ground up and share it with everyone we know.

You have been uprooted. So long average, welcome home extraordinary.