Pedroncelli

Back in 1976 when we were first getting started in this business we don't specifically remember if Pedroncelli was on our store shelves, but we can't ever remember not having Pedroncelli around.  It's such a nice go-to for everyday needs it seems to belong in any store set.  Currently we have five types in the store.

We're writing about them now for a couple reasons.  Pedroncelli's claim to fame has always been Zinfandel and their current Bushnell Vineyard Zin has been such a treat we feel guilty for dissing that grape variety in the past.  Zinfandel is a prolific variety that was pumped up by the California wine industry to be more than it actually is; but for a blue collar wine grape, it's really pretty good...if that makes sense.  

Secondly, if you can read the fine print on the decorative banner at the top of the front label, it says, "Family Owned Since 1927."  That's ninety-five years.  If I had a family business for ninety-five years, I believe I would make that print a little larger.  Just for the record, the wine business isn't known for longevity.  The more we thought about that ninety-five year accomplishment, the more we felt we needed to know more.

Here's what we found:

In 1927 Giovanni Pedroncelli purchased 25 hillside acres in northern Dry Creek Valley and planted them in Zinfandel grapes.  That was right in the middle of the Prohibition Era so he must have been optimistic of a repeal and, sure enough, in 1933 he went from being a grape grower and seller to being a winemaker.  Ten years later he purchased what would become the Bushnell Vineyard and in the 1950s he added the next Pedroncelli generation to the business operations.

pedroncelli.com is where to go if you want to flesh out the whole Pedroncelli story.  Suffice it to say, the family continually innovated and adapted to the times and the market and grew their business opportunely.  Just as the industry went from jugs to 750mls, generics to varietals and then to single vineyard (like Bushnell) and reserve wines; Pedroncelli was with them every step of the way.  Back in the 1950's Pedroncelli was one of the first to put "Sonoma Valley" and "Dry Creek" on their labels.  Whatever mistakes they may have made through the years, must have been minor because today they possess 105 acres in Dry Creek Valley and have fifty year long relationships with growers in the area.