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What's the Problem?

Ehlers Estate
What's the Problem?
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  • Richard Peterson
    Dr. Richard Peterson is one of California’s most influential post-Prohibition winemakers, blending scientific rigor with creative innovation to help shape the modern wine industry. Born in Iowa during the Great Depression, he went on to earn a Ph.D. in agricultural chemistry from UC Berkeley in 1958 before beginning a transformative career at E. & J. Gallo Winery as Research Director.In 1968, the legendary André Tchelistcheff recruited Peterson to Beaulieu Vineyards, where he served as Winemaker for six vintages. He later became CEO of The Monterey Vineyard and, in 1986, took the helm at Atlas Peak Vineyards in Napa Valley. Beyond leadership roles, Peterson was an inventor whose contributions became industry standards: he demonstrated that topping barrels was unnecessary if handled correctly, designed the ubiquitous steel barrel rack, and introduced the “bung-and-roll” method to prevent barrel bungs from drying out. His innovations reflected a philosophy he often called “common sense winemaking,” the title of his influential column in Wines & Vines magazine during the 1970s.Peterson also developed his own label, Richard G. Peterson Wines, focusing on Pinot Noir and Brut Rosé, and remained active in Napa Valley through consulting, teaching, and writing. In 2015, he published his autobiography The Winemaker, chronicling both his personal journey and the rebirth of California wine after Prohibition. His archives, preserved at the UC Davis Library, document a lifetime of curiosity, experimentation, and leadership. A visionary, Peterson’s legacy endures not only in the wineries he guided but in the technical practices that became integral to winemaking around the world. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit ehlersestate.substack.com
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  • James Conaway
    James Conaway, born in Memphis, Tennessee, is an acclaimed author and journalist whose work has left an indelible mark on both American letters and the cultural history of wine country. Educated at the University of North Carolina, Southwestern at Memphis, and Stanford University, where he was a Wallace Stegner Fellow in creative writing, Conaway began his career as a reporter for the Times-Picayune in New Orleans, and his early experiences in the newsroom shaped the sharp observational style that would define his later books and essays. He went on to serve as a wine critic for the Washington Post and an editor at Harper’s Bazaar before dedicating himself to a life of freelance writing.Conaway is perhaps best known for his trilogy on Napa Valley: Napa: The Story of an American Eden (1990), The Far Side of Eden (2002), and Napa at Last Light (2018). Together, these works chronicle the transformation of Napa from a patchwork of small family farms to a global luxury destination, while also questioning the environmental and social costs of its rise. His candid portrayals of power struggles, land use battles, and the commercialization of wine earned him both acclaim and criticism within the wine industry.In addition to his books, Conaway has contributed essays and reportage to The New York Times Magazine, The Atlantic, Harper’s, The New Republic, Gourmet, Smithsonian, and National Geographic Traveler, among many others. His fiction includes The Big Easy, a novel drawn from his experiences as a crime reporter in New Orleans, and Nose, a satirical mystery set in Northern California’s wine country. Residing between Washington, D.C., and California, Conaway continues to write and reflect on the intersections of culture, landscape, and human ambition. His papers, including original Napa Valley notebooks, are archived at the UC Davis Wine Library, underscoring his lasting influence as one of the foremost chroniclers of America’s wine country and its broader environmental and cultural narratives. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit ehlersestate.substack.com
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  • Priscilla Hennekam
    Priscilla Hennekam is a Brazilian-born, Adelaide-based wine consultant and founder of Hennekam Wine Consultancy. With over a decade of experience in the international wine industry, she helps producers and organizations adapt to changing markets by focusing on communication, consumer engagement, and forward-looking strategies.She is the creator of “Rethinking the Wine Industry,” a global community that shares ideas, challenges assumptions, and brings together voices from across 65 countries. Through her writing, podcasting, and speaking engagements, Priscilla explores how the wine world can move beyond scores and tasting notes to embrace a more emotional, inclusive, and story-driven approach.Priscilla inspires both industry professionals and wine lovers to think differently about the way wine is presented and enjoyed. Whether leading discussions on innovation, consulting with wineries, or engaging her thousands of readers and listeners, she champions a vision of wine as a bridge between people, cultures, and idea This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit ehlersestate.substack.com
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  • Lamberto Frescobaldi
    Lamberto Frescobaldi is the President of Marchesi Frescobaldi, one of Italy’s most historic and influential wine families, with a legacy that spans over 700 years and 30 generations. Born into this lineage of Tuscan nobility, Lamberto was immersed in the world of viticulture from an early age. He studied Agricultural Sciences at the University of Florence and later completed a Master’s degree in Viticulture at the University of California, Davis, equipping him with both traditional knowledge and modern scientific expertise.Under his leadership, the Frescobaldi group has expanded its portfolio while staying rooted in its commitment to terroir and authenticity. Lamberto has overseen the growth and innovation of iconic estates such as Tenuta Luce in Montalcino, Ornellaia in Bolgheri, and Gorgona—the only vineyard in the world run by inmates on a prison island, in partnership with the Italian government. His approach balances sustainability, social responsibility, and premium winemaking, and he has played a key role in reinforcing Tuscany’s global reputation for fine wine.Lamberto is known not only for his stewardship of the family business but also for his forward-thinking vision in the broader wine industry. A vocal advocate for environmental stewardship, he has implemented biodiversity programs, reduced chemical use in vineyards, and invested in renewable energy across Frescobaldi properties. With a rare combination of tradition and innovation, Lamberto Frescobaldi continues to shape the future of Italian wine while honoring the weight of his family’s extraordinary legacy. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit ehlersestate.substack.com
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  • Jason Haas
    Jason Haas is a second‑generation proprietor of Tablas Creek Vineyard in Paso Robles, California, where he serves as Partner and General Manager. Raised immersed in the wine world, Haas accompanied his father, Robert Haas, the founder of Vineyard Brands and co‑founder of Tablas Creek, on numerous buying trips to Europe.Under his stewardship, Tablas Creek has continued to flourish as a benchmark for Rhône‑style wines in California. Haas has taken the winery’s sustainability mission to new heights, guiding it through certifications including biodynamic farming and, most notably, becoming the first U.S. winery to earn Regenerative Organic Certified status.In addition to his role at the winery, Haas has played influential leadership roles within the industry. He served as president of the Rhone Rangers, contributed on the boards of Free the Grapes and the Paso Robles Wine Country Alliance, and has been recognized by peers as the 2015 Paso Robles Wine Country Industry Person of the Year and the 2017 San Luis Obispo County Wine Industry Person of the Year. In 2022, Food & Wine Magazine honored him as a Drinks Innovator of the Year.Beyond the vineyards, Haas has established himself as a prolific writer and speaker. His articles have been published in Wine Business Monthly, Wines & Vines, Decanter, and others. As principal author of the Tablas Creek blog, which has been nominated eight times and won twice for Wine Blog Awards’ “Best Winery Blog”, he combines thoughtful commentary with a commitment to education and transparency. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit ehlersestate.substack.com
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About What's the Problem?

As the wine industry is in transition, it seems that many are scrambling for solutions. Taking a step back, winemaker Adam Casto is looking to define the problem. Speaking to a wide array of different industry perspectives, he aims to get to the heart of the issue from all angles. New episodes will be published on Tuesdays at Noon PST, with bonus episodes published on Thursdays. ehlersestate.substack.com
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