How One Napa Winery Epitomizes the Market's Promise—and Peril
'Have we hit rock bottom? I fear not. But I do think we’re close.'
Honig Vineyard & Winery, on paper, is offering everything wine lovers say they want from a winery:
The Dusty Terroir
The winery is rooted deep in the Rutherford AVA of Napa, between Oakville and St. Helena. Rutherford is beloved for well-draining gravel-based soils, abundant sunshine, cool nights. This means extended hang times, and rich, structured, complex wines that age well and offer a refreshing minerality. Plus … Rutherford dust, baby.
The Eco Credentials
Honig works to conserve water and energy, maintain healthy soil, preserve ecosystems, and protect air and water quality. Honig is California Sustainable Winegrowing Alliance and Fish Friendly Farming certified. Much of their power is provided through renewable solar.
Experiential Offerings Galore
Honig is open for tastings, every day. Options vary, from classic tasting flights or relaxed sips on the terrace with vineyard views, to in-depth vineyard tours and elevated reserve wine and library tastings.
The Personal Outreach
Founded in 1964, Honig is family-owned and operated, with Michael at the helm. He took his place as head of Honig when he was just 22, and the vineyard and winery were on the verge of collapse.
Since then, Michael has put millions (7!) of flying miles under his belt, traveling the country and personally meeting and introducing Honig wines to members of the industry and public who have not been able to personally visit the winery.
What’s the Secret to Honig’s Success?
It’s a secret, really, only if you haven’t been paying attention, Michael says.
It’s the fourth pillar of the Honig approach—the personal touch—that Michael credits with the winery’s relative success amid the sometimes devastating losses he’s seen some of his peers experience.
“I’ve learned in the last few years as sales are down -7% and ours stay relatively flat overall,” Michael says. “It’s disturbing to see what’s happening. And have we hit rock bottom? I fear not. But I do think we’re close.”
How is Michael hoping to continue his not insignificant streak of not just not losing, but actually win?
TL; DR: He’s going to keep doing what he’s always done—as Michael points out, you can’t change a winery’s terroir, and the Honig approach to farming and hosting has really always been embedded in their DNA—with a few extra investigative flourishes there. Intrigued? Read on.
