Starting a successful business often fulfills a lifelong dream and passion, but it is also the story of families, trials, triumphs, and resounding successes. Lindsay Hoopes’ journey from the district attorney’s office to the vineyard is the stuff of Hollywood legend and classic Americana.
There are few family businesses out there that require more work, time, effort, and energy than a vineyard. Tapping into her passion for sustainability in business and using her eye for trends and innovations, Hoopes brought a fresh perspective to Hoopes Vineyard, making her mark as a member of the rising generation of new farmers in Napa.
Part of the focus on regenerative farming comes from a realization that Hoopes Vineyard is part of a larger cycle. Still, it is also a visual acknowledgment and symbol of Hoopes’ commitment to authenticity, quality, innovation, and, above all, sustainability. Looking towards the future, Hoopes situates the vineyard within a broader movement that sees a return to seasonality, locality, and artisanal craftsmanship, three areas where the family vineyard is poised to reap the headwinds of trends and lead the way within the industry.
This goes beyond mere spiritual commitment to “do better” and translates into a spiritual calling to “be better.” Shunning chemicals and heavily industrial processes, Hoopes notes that consumers benefit from a myriad of perspectives, chief among them contributing to a better environment and health for all. Hoopes emphasizes the importance of the “components” of good products as well as a winning business, citing the strength of the Hoopes Vineyard team to deliver consistency and excellence in product development, marketing, and selling.
One product in particular, the Oakville Cabernet Sauvignon, holds a special place among members of the Hoopes Vineyard team primarily because of its evocative, powerfully nostalgic aroma. We round out our discussion with an overview of the vineyard, where Hoopes sees things going in the future, and what can be done now to achieve those goals. The discussion concludes with some personal insights into Hoopes’ career and what motivates her to pursue excellence.
Can you start by telling us the story behind the founding of Hoopes Vineyard and your personal journey in the wine industry?
The story of Hoopes is really a family story. My parents started the company, moving from San Francisco in the early 1980s with a dream – and the truth is, when I was younger, I couldn’t wait to get out of Napa. But after I left, I realized I was very connected to living from the land. I returned to the business when my father unexpectedly fell ill. I was an Assistant District Attorney in San Francisco and very excited about my career, advancing with now Madame Vice President Kamala Harris. I promised myself that if I was leaving a career I loved, I had to make the family business something I was passionate about. And that is how Hoopes 2.0 was created – with an eye for regenerative farming, returning Napa to what I remembered, connecting with the next generation of consumers, and distinguishing us from other brands by being authentically us.
How would you describe the unique characteristics and philosophy that define Hoopes Vineyard wines?
We are who we say we are. We are advocates for small business, regenerative farming practices, seeing wine as part of the greater community, and just one part of exceptional agriculture and healthy ecosystems. We are authentic. We are family. We believe in shepherding the land to the next generation in a better condition than we received it.
The Hoopes Vineyard team emphasizes sustainable and organic practices. Can you elaborate on the importance of these values in your winemaking process?
I am hopeful that consumers start realizing the importance of organic farming. To date, consumers in the U.S. – as opposed to Europe – do not demand organic grapes or wine, and are not willing to pay a premium for these products. In Europe, organic grapes command a premium, and consumers are often refusing to purchase wines that are not organic. Land that is naturally farmed is healthier, lasts longer, and is more diverse – and beautiful!
All good wines start with good grapes; you cannot put lipstick on a pig. Unlike spirits, the quality of the source material is critical to high-quality production. I like to think of growing food like sitting in a bath: if you bathed in chemicals, the chemicals would leach into your skin and enter your bloodstream. That is basically what happens to food: food grown in the ground where chemicals are prominent are essentially bathing in chemicals. So, with that visual, it is hard to understand how it can’t be better for humans, the planet and environmental health to farm organically. If everyone did it, it would be as cost-effective as chemical farming.
Our goal is to leave a light footprint, and return the land in a better condition than I received it. This is the foundational pillar of our business. It’s about being a good neighbor and a good citizen. And it’s fun. Everything is more healthy, happy and beautiful because of it. It’s all just a win-win, showcasing how what I like to call “approachable luxury” can be good for the planet – the idea you don’t have to give up luxury to be good to the environment.
What specific role do you play in the day-to-day operations of the vineyard, and how involved are you in the winemaking process?
I make all the ultimate decisions, but a good leader hires people who know more than they do about their areas of expertise. I take recommendations and value the direction our vineyard team wants to go, and usually adopt that. The people who spend the most time in the vineyards, know the most. As for winemaking, we work with Aaron Pott because he is so talented – magical, really – and I don’t feel it makes much sense for me to tell him how to do his job. That said, we came together as a team because we have similar philosophies and so we don’t disagree on much, if anything, at all.
Hoopes Vineyard has a commitment to producing high-quality, small-batch wines. How do you balance quality and quantity in your production approach?
We do everything by hand, and produce a limited quantity of wine. Our process is inherently geared towards producing artisanal wines lovingly curated at every stage.
Can you highlight any particular wines from your collection that hold special significance for you and the team?
Our Oakville Cabernet Sauvignon comes from the first vineyard we planted and was the initial wine we made. In many ways, it is like grandma’s cookies. I can smell it from across the room, and it reminds me of home.
How do you approach the challenge of staying innovative and relevant in the competitive wine industry?
Staying in close contact with consumers is the best way to deliver what they want. You have to look forward. You cannot do what you have always done and stay relevant.
How do you personally stay motivated in such a difficult industry?
I’m not sure there are any easy industries. However, I would have to say for me, it’s the legacy of our family brand and the possibility of passing that down to the next generation, my two boys.
Can you share a memorable experience or achievement that stands out in your journey with Hoopes Vineyard?
It’s building our Oasis property and advocating for small businesses and small family-owned wineries. The Oasis property is my vision for the next generation of this industry, a place to truly escape and enjoy the fruits of our labor.
To know more about Lindsay Hoopes and Hoopes Vineyard please visit https://www.hoopesvineyard.com
