The story of serrano
Before Serrano Wines, Brice and Sarah met while at the University of the South. Sarah had a desire to work in the corporate world, and Brice was dabbling in the marketing field. However, neither of these paths were possibilities that struck the passions of the two. After they become frustrated with the hectic future in the business world, they traveled across the country to spend a summer in Paso Robles.
While growing up, Sarah had always spent her summers on the Californian central coast. When Sarah was young, her mother had gotten remarried to the owner and winemaker of Rabbit Ridge Winery. Leaving her home in Florida, Sarah would often visit, but never showed much interest in the wine industry. It was only after Brice spent his summer in the cellar that she looked further into her family's business. After the constant pleas of Brice, she asked her parents if they could step into full-time positions at the winery. They agreed, and after graduation, Brice and Sarah became the newest cellar rats of Paso Robles.
After some time at Rabbit Ridge, the two began to see the emerging trends of their peers. Working in the tasting room, they often took notice of how younger adults came in asking for something rare. Brice and Sarah found that price wasn't as large an issue when the quality was high. This confirmation led to the beginning of their own brand. The goal was to produce great wine to attract this crowd, but to keep it at an affordable price so they would return.
This was quite the challenge; building a brand from nothing is no easy task. The emotions of this task caused them to look at their beginnings. Brice and Sarah met in the mountains of Tennessee, and another metaphorical mountain stood before them. The two wanted to pursue and climb this new mountain of a business. By definition, Serrano means "one of the mountains." It is a representation of their beginning, and a symbol of their fight to pursue their goals. As the brand grows, they refuse to let the quality slip. Great passion is utilized in the entire production process with hopes that it is reflected in each bottle of wine.
The move away from the corporate world has never been a regret by the two. The purity of the wine industry is refreshing, and the sense of artistry is a driving force that cannot be found in a cubicle. The two continue to perfect their product of Serrano while also working at Rabbit Ridge. Their desire is to not only excel on their own, but to as well be a part of the continued success of one of Paso Robles' oldest operations.