For over 100 years, the Pedroncelli family has been a driving force in Sonoma’s Dry Creek Valley. From their pioneering roots to current-day innovation, each generation has left its mark, ensuring their legacy of exceptional wines continues to flourish.

This has been a family business since 1927 when Giovanni and Julia Pedroncelli Sr. purchased a vineyard and shuttered winery in Sonoma’s Dry Creek Valley. In the beginning, due to Prohibition, they had to sell grapes to home winemakers to stay afloat. There’s some heritage here. The Pedroncelli family was the first to put Sonoma County on a wine label when the area was designated in the late 1940s. The name Pedroncelli is Italian for Summer.

The family has been making wine since 1934, starting with bulk wines and evolving into legacy wines that continue to get great wine scores from critics. Now, the fourth generation of family members continues the family legacy.

The 90th celebration of Pedroncelli Wines brought me together with Julie Pedroncelli and Ed St. John. Nearly a decade later, I spent time with the couple to hear about their exciting plans as they approach their 100th year in the business. Being completely honest, I love this family and am honored to tell the story about my friends and see their progress.

The first big change came when Julie’s father, Jim, retired and she took over as president. Julie took a measured approach to looking at how to make Pedroncelli Wine better from the vineyards to the brand to supplier relationships to the portfolio.

She also made a key hire by bringing in Dave Trebilcock as general manager. Dave brings a different perspective with experience from Purple Brands and Treasury Wine Estate. As Julie and Ed looked to tackle the rebrand and focus and segment their portfolio in the distributor world, Dave’s experience aligns well. He also brings the structure of the corporate world into the family business. I asked Julie how the transition was, and she laughed. “The first six months were challenging, but it’s encouraged collaboration that makes us better.”

They worked to refresh their brand and packaging – the first time in 11 years — with Gatto Rivera. The first series of labels started with the 2022 Giovanni & Giulia Sauvignon Blanc. It was a tribute to their founders, Giovanni and Giulia Pedroncelli, and features an illustration of a tree with deep roots that symbolizes the strength and resilience of the family’s heritage. The two trunks intertwined with a heart at the center represent the bond between Giovanni and Giulia and the Sauvignon Blanc grape leaves on top of the tree symbolize the high-quality grapes that are used to make the wine.

The winery has also focused on its portfolio over the past 18 months, cutting back on Pinot Noir, Chardonnay and culminating in the release of its new Single Vineyard and Single Vineyard Reserve wines. The result has been growth in the face of declining industry trends. Sales grew in California by 87% in 2023, growing in all channels. National and direct sales have seen double-digit growth as they focus on top markets.

Julie and Ed told me, “What we have done in 27 months is nothing short of remarkable. It’s fun to be at Pedroncelli right now.” The industry is taking notice as well as they were presented with a 2024 Wine Marketing award for the rebrand by the Wine Sales Symposium.

It is remarkable for so many reasons. In the last few years, both Ed and Julie along with their daughter, Adrianne have successfully battled prostate, uterine, and breast cancer. Thankfully they have all had the necessary surgeries and today can proudly say they are cancer survivors.

For many years, many writers (including me) encouraged them to consider increasing the price of their wines because the wines drink way above their price point and many sell for under $40.  While I’m not usually pushing brands to increase prices, sometimes the wines should cost more, and I’ll happily pay for them.

Other significant investments include putting a significant amount of capital into remodeling the tasting room, upgrading systems, rebranding and replanting the vineyards (out with the Syrah red wine and Portuguese varieties to be replaced with Zinfandel, Cabernet Sauvignon, and Sangiovese.)

I asked Julie about the family’s reaction to putting significant money into vineyards, technology, packaging, the portfolio and changing the way the family did things for years. She told me what hasn’t changed is the goal to farm sustainably and take care of the earth.

It was all about the cycle of moving things forward with a new generation at the helm.

Ed also talked about the new wines that are coming – the estate Sauvignon Blanc, a Blanc de Blanc, and a single vineyard Chardonnay. They will be joining the traditional line-up along with the single vineyard wines, estate wines and rosé.

Through it all, resilience has been a signature trait of the Pedroncelli family. Julie and Ed’s inspiring battle with cancer exemplifies this spirit of moving things forward. Despite facing personal challenges, their unwavering dedication has remained. Their recent focus on Single Vineyard and Single Vineyard Reserve wines highlights a continued commitment to quality. This dedication, coupled with their pioneering spirit, ensures Pedroncelli Winery remains a family-run success story, poised to thrive for future generations.

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