The Moment of Inspiration
I’ll never forget it. You see, you tend not to forget those infrequent moments that define who you are and, most importantly, what your real purpose in life is.
I was on a ridge overlooking downtown Berkeley with the majestic San Francisco skyline as the backdrop. Sitting there, my head in my hands, my shoulders tense, my mind on fire, I remember asking myself “What am I going to do with my life?”
Growing up Italian in a small suburb of New Jersey, losing my father at 16 years young, you learn a few things very soon. One—emotion drives your every decision. Two—you move through life with extreme passion. Three—you just don’t give up, no matter how large or formidable the challenge. Four—pizza in California has a long way to go.
My father was an amazing man. In his early forties he passed from a massive heart attack. So if I think about it, I really didn’t know the man, only the father. As I write this, I can see his face the last day he drove away. His eyes where tired, his face drawn, his spirit almost vacant. It wasn’t till years later I realized life got the best of him. He conceded and allowed his existence to just…happen, not write his own story.
My head slowly raised out of my hands. I thought to myself, what was I doing? My life is not a script I must play out. I am the playwright and I have complete control over where I go, what I do and what drives me. At that very moment it hit me…my father sacrificed his life for his family. There was no way I was going to permit his existence to mean nothing. I needed to show him his sacrifices where for a noble reason. It was time I started to chase my dream, doing what I wanted to do. I quickly walked down the ridge, excited to get started with my life. Inspiration presented itself and I grabbed hold ready for the ride.
My Journey with Wine
Lets see, just like many other wineries, I could tell you about my family vineyards, my winemaking history or growing up in a winery. Or, my personal favorite, making a sizable fortune in another business then deciding to build a interesting winery. Well, none of these are me or this winery. I promise you, there are few people you will find that embraces wine like I do. However, you will find no-one who is more passionate about sharing this adoring relationship than I. Just loving wine is not enough, but seeing the inspiration it brings in you is my true passion.
After my mountain epiphany, I was able to start my dream and I joined Kendall Jackson as the brand marketing manager. At the time, it was the single largest and most well-known wine brand in the US. One night, I was tasked with delivering the key-note speech to over 40 industry veterans. Now, paint the picture in your mind; a young and arrogant ‘kid’ preaching to men who have been doing this for most of their career, and in some instances their entire lives. Blocking out the faces, I ripped into my speech. I talked about passion, why the consumer loved the brand and why people want to learn more about wine. Then I paused, looked down pensively for a moment. I slowly raised my head and said, “The reason people drink our wine is because it inspires them”. Faces fixated on me. Never before has this been heard about…a consumer. We in the industry were inspired, but the faceless masses?
I quickly began to tell stories of the many letters we received. Consumers falling in love, christening a new boat, celebrating an achievement, writing the next novel…all while our wine was in their hands. I explained that each letter was how our wines inspire the finest and deepest emotions in people. I ended my speech wondering if these industry veterans understood my plea. Without hesitation, they rose to their feet in a standing ovation. Later, an industry seasoned older man, who at one time sold Inglenook in ‘the day’, came to me. As he firmly shook my hand, his piercing eyes looked at me and he said, “Thank you for reminding me why I love wine for so long.”
It was at this moment I knew I had a gift and a purpose. The gift was being able to see the inspiration wine provided to many of you. The purpose was to share wine and its inspiring powers with whomever will listen. I immediately set out to craft wines that inspire people.
Starting “Eric Guerra” wines
From that pivotal day, I set out to build the greatest wine brand in the world. I lofty goal but I thought I needed to set my sights high. Of course, my future consumers would accept nothing less. I spent the next many many months building the plan and pulling together all the most talented people I could find, from winemaker, to investors, to key partners.
…first, the Winemaker.
First, and most important, was the winemaker. Leslie and I worked closely together at Kendall-Jackson. She was there for many years and crafted wines enjoyed by millions throughout the world. What was most interesting to me was where she worked. There was a particular cellar that was a main sight for many brands, all with very different styles. From big mountain Cabs, to high-alc Zins, to the most elegant Russian River Pinots. Her experience and talents where deep in both the cellar and the vineyard, and her passion for fine wine was even deeper. Finally, she was as tough and onerous as myself, so I couldn’t think of anyone better to lead our wine. She agreed with my vision and joined as the first person on board.
…then, the Perfectionist.
Our second, and final Partner, filled a very important gap. Leslie and I had all the ability and experience needed to get things going. What we where missing was passionate wine-lovers as members to provide the necessary capital as well as senior management savvy. Basically, someone to knock us around when we get out of control.
A good friend of mine introduced me to Bob as a potential member. I can remember the day I visited his home and noticed how he built a wine cellar in the middle of his kitchen/dinning area. Clearly, this was not a normal wine-lover. I may have found a kindred wine-spirit. After listening to our story I went home that night thinking he would definitely be a member at the least. A few weeks later, Bob surprised me with a call. He was interested in joining us and chasing his own dream of going beyond a savvy wine-lover, but to own a winery and live in wine country. After considering his call, I believed he would fill our third partner spot perfectly. After some discussion, we brought Bob on as our final piece to the puzzle, completing the picture.
Over the next few years we found incredible vineyards, a cellar and many very dedicated and encouraging members. It was finally a family…and the dream I had on the mountain ridge years earlier quickly became a reality.
This is my life, this is my purpose, this is my dream…to inspire you through wine. Magical, mystical, memorable wine. I look forward to our journey together.
—Eric J. Guerra, September 2007