About Us

Like many stories, this one begins with a play between land and sea. At an untouched hillside in the Sta. Rita Hills, the climate, facings and soils come together to grow Pinot Noir, and grow it well. Less than twenty miles west, the Pacific Ocean, that giant temperature regulator, rolls its waves ceaselessly onto the shore, ensuring the hills beyond are blanketed in cool, foggy mornings. On this
kite-shaped plot of land in Drum Canyon, on the eastern limits of the American Viticulture Area of the western Santa Ynez Valley, the seeds for Winegrower were first planted. 

After purchasing that unique hillside, the Hines Family consulted with Sashi Moorman, an award-winning winemaker who is intimately connected with the region. Together they planted just over twenty-one acres of Pinot Noir among eight distinct blocks across the property. With dense vine and row spacing, thoughtful clone and rootstock selection, and a considered eye to the soil composition, the vineyard is designed to make wines that beautifully express the terroir of this distinctive region. 

Faced with the challenges of bringing these special wines to market in a way that does them justice and sets them apart, brothers Billy and Christopher Hines embraced technology. They updated this traditional winery with innovative technology — including sensors, cameras and data feeds — and added the benefits of the blockchain to the user experience. To help make this bold choice a reality, they recruited Paul Shustak, a tech entrepreneur with expertise for innovation and the experience to make things happen. 

The partners — Paul, Sashi, Billy and Christopher — then set out to redefine how wineries interact with wine lovers. By introducing deeper levels of communication, understanding and participation than have ever been available to consumers — and by providing a sense of ownership and unprecedented levels of transparency — Winegrower seeks to bring people closer to wine. 

This is the story of how Winegrower came to be, and a statement of where we are heading. We look forward to sharing many harvests and toasts with you as the story unfolds.