Third-Generation Vintner & Proprietor Sam Parra [Podcast]
Hear Sam’s back story on carving niche in the wine industry as he chats with Latin Biz Today partner, VP, Tina Treviño
Third-Generation Vintner and Proprietor Sam Parra Cultivates Success and Community in Oregon
Oregon’s wine industry is gaining global recognition, and at the forefront of its evolution is Sam Parra, a third-generation vintner and the founder of Parra Wine Company. His journey, as explored in our recent Cafecito with Latin Biz Today podcast, is not just about making wine—it’s about pioneering a new path for Latino entrepreneurs and adapting to a rapidly changing market.
From Napa Roots to Oregon’s Willamette Valley
Growing up in Napa Valley, surrounded by a family deeply embedded in vineyard work, Sam was destined for a career in wine. But his vision was different. In Oregon, he found the perfect environment to launch his own self-funded, small-batch wine company. This journey, however, came with significant challenges. As a self-funded entrepreneur in an industry dominated by wealthier competitors, financial hurdles are a constant reality. Sam’s success in this competitive field is due to his deep commitment and fiscal discipline, crucial lessons for any aspiring business owner.
Navigating Shifting Tastes 🥂
The wine industry is also in a state of flux, and Sam is embracing the change. He’s keenly aware of a significant trend: a sober curious lifestyle. This is a cultural movement that involves questioning one’s relationship with alcohol and exploring the benefits of drinking less or not at all. A growing number of younger consumers are opting for sobriety or wellness-focused beverages (think CBD, kombucha and mocktails). At the same time, many older adults are being advised by their doctors to reduce or eliminate alcohol intake, especially if they are taking medications or managing chronic conditions like diabetes or high blood pressure. This medical guidance, combined with a desire for better health, is a key reason why many adults are drinking less. This shift is affecting traditional wine sales, prompting a need for innovation.
To meet these new demands, Parra Wine Co. is experimenting with exciting, non-traditional offerings. Sam shared his creation of a low-ABV Tempranillo-based wine infused with hibiscus and cinnamon and a white port inspired by Portuguese summer drinks. These wines are designed to be enjoyed casually or as mixers to bring their ABV down, appealing to a new generation of health-conscious consumers looking for lighter, more accessible options. This flexibility is a key advantage of his boutique production style—it allows him to innovate and respond to market trends quickly.
Grants, Community, and Representation
Sam’s entrepreneurial journey is a case study in the importance of community support and resourcefulness. He highlights the vital role that grants have played in his business, particularly for covering post-harvest expenses. Having secured grants from organizations like Naked Wines and through programs like Pitch Latino, Sam underscores the need for greater awareness about these funding opportunities within the Latino entrepreneurial community. He is actively working to mentor other Latino brands and foster collaboration, sharing knowledge and resources to help others succeed.
Representation is also a source of pride for Sam. He is a leading voice for Latino vintners in Oregon, and his innovative products reflect that. Being the first Latino brand in Oregon to produce a carbonic style Tempranillo is more than a technical achievement. By taking a grape native to Spain—and applying a new-world winemaking technique, he is forging a unique identity. This wasn’t just about making a new wine; it was about creating a product that reflects Hispanic heritage while also pioneering a new style for Oregon. Being the first Latino brand to achieve this in the state is a significant milestone that brings pride and visibility to the Latino community in the wine industry.
The Role of a Boutique Producer
This accomplishment also highlights the advantage of being a small, boutique producer. Larger wineries often stick to established methods to ensure consistency and meet high-volume demand. As a small, self-funded vintner, Sam has the flexibility and freedom to experiment with new techniques and varietals, allowing him to stand out in a crowded market. This willingness to innovate is a key driver of his business’s success and his recognition as one of Wine Industry Advisor’s “Most Inspiring People” of 2024. He was also named to Wine Business Monthly’s prestigious “Hot Brands” list. These accolades underscore the rising prominence of Parra Wine Co. and the exceptional caliber of its wines, which have also garnered impressive scores from publications like Wine Enthusiast.
In an industry that is still largely homogenous, Sam Parra is not just producing exceptional wine. He’s paving a new path, demonstrating that with innovation, community, and a little grit, Latino-owned businesses can flourish and redefine an industry.
For the full podcast, tune in to Cafecito with Latin Biz Today.
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A Hispanic Oenophile from Napa Sets Roots for his Wine Company in Oregon [Video]
