Staking out place in wine

PRESS DEMOCRAT: With all the established wine regions in California, why did Cecchetti Wine Company choose to focus on Lake County wines?

CECCHETTI: I was exposed to Lake County for the first time as president of Langtry Estate & Vineyards in 2005. I was blown away by the quality of fruit coming out of this region, including the benchmark cabernet sauvignon and sauvignon blanc, and also petite sirah. Our winemaker, Bob Broman, calls this region "The Last Frontier" because of the enormous potential, and he's right. We think consumers are going to fall in love with Lake County. It's an emerging wine region that is now starting to build credibility and earn respect among the wine community for producing interesting, distinctive wines of quality and value.

PRESS DEMOCRAT: If the wines are so good, why have so few consumers heard of them and producers still think of them as bulk wines?

CECCHETTI: Until recently most of the fruit grown in Lake County was used for blending into Napa and Sonoma-designated wines. Now, after more than a decade of exposure to these grapes, winemakers are starting to see the potential of these wines and more bottlings have gone to market with the Lake County designation. Today there are a lot more wines labeled with Lake County designation.

But, the market for Lake County wines is still extremely small when you look at the total wine production in California. We think consumers will start buying into the notion that Lake County is a serious wine producing region as more brands, like our 39 Degrees brand, become easily available across the country. And, as our volume increases, consumers will start believing that these wines have value from a quality/price standpoint

PRESS DEMOCRAT: Wholesaler consolidation has lots of Sonoma County wineries fighting for wholesalers' attention. Why do you think they will want to carry lesser-known wines from Lake County?

CECCHETTI: We've launched 39 Degrees in more than 20 markets since May, and we've already received a positive response from our wholesale and distributor partners. With the current competitive environment, wholesalers are looking for new brands that are different and unique. 39 Degrees fits this category because wines from Lake County are not in great distribution around the country and we are beginning to fill this void. By offering affordable wines from Lake County, we're helping our wholesale partners offer something unique that is not yet widely available. It's something different and that makes it attractive to the wholesaler.

PRESS DEMOCRAT: After a short stint at Langtry, it looks like you're getting back to the negociant winery model you and brother-in-law Don Sebastiani were so successful with in the 1990s. Is that right?

CECCHETTI: Yes, Cecchetti Wine Co. is based on the negociant winery model that I created at Cecchetti Sebastiani Cellar. After several years away from the industry, I got the urge to start something new. I started the Pepperwood Grove brand in the early '90s and it was an incredible experience. But, ever since selling my interest, I've dreamed of starting my own wine company that shared a similar business model. And, with today's wine market booming, it's the perfect opportunity to launch the company that focuses on petite sirah and wines from up and coming Lake County.

PRESS DEMOCRAT: Middletown is regularly the hottest spot on the north coast, often hitting 110 degrees in the summer. Is Lake County's climate an asset or a liability to growing great winegrapes?

CECCHETTI: What most people don't understand is that Lake County is at a much higher altitude than Napa or Sonoma. Lake County sits at 1,100 feet and higher rather than sea level as the Napa Valley. Even though it gets relatively hot during the day, the nights are very cool due to the higher altitude. However, there are certain varietals that do not do well in Lake County, such as chardonnay and pinot noir. Cabernet sauvignon, sauvignon blanc and petite sirah do very well and it is these varietals that we are focusing on with our 39 Degrees brand.

PRESS DEMOCRAT: How are land values in Lake County contributing to the growth of the wine industry in the region?

CECCHETTI: Land values in Lake County are very inexpensive as compared to Napa, Sonoma or Mendocino. As we all know, prime acreage in the Napa Valley can go for several hundred thousand dollars, while prime acreage in Lake County is just a fraction of this cost. This is the major reason why wines of superb quality can be offered at such a great values.

PRESS DEMOCRAT: An intense focus on tourism has helped Napa and Sonoma's wine industries thrive. Is Lake County too far off the beaten path for tourism to play a major role in its wine industry's success?

CECCHETTI: Yes and no. We think consumers are begging for more authentic wine regions to visit besides Napa and Sonoma. That is why up-and-coming regions, such as Lake County and Paso Robles, have thrived over the past couple years. Consumers want to visit undiscovered hidden gems. Lake Country is unique. The scenery is beautiful with Clear Lake and the surrounding hillsides. However, the downside is that there is no easy way to get to Lake County since there is no major thoroughfare. You must travel on two-lane roads over mountains and through canyons. Quite beautiful, but not for the faint of heart.

This interview was conducted via

e-mail by Staff Writer Kevin McCallum,

who can be reached at 521-5207 or kevin.mccallum@pressdemocrat.com.