HOW A SMALL WINE BRAND IS USING LOCAL CALIFORNIA LANDMARKS TO STAND OUT
by Jonathan Cristaldi
The rise of hyper-local brands is upon us. Ian McCaffrey, founder of California Icons—a series of wines that “makes local icons the centerpiece of the label,” as he puts it—is gaining real traction in Santa Monica and the San Francisco Bay Area.
It’s no surprise that the Bay Area is saturated with California wines and that standing out is becoming more and more difficult. But McCaffrey, a 26-year-old Napa Valley native, is onto something. “I truly think that there is something special about having a recognizable landmark on the bottle because it creates an emotional connection between the wine and the consumer,” he says. His Coit Tower and Station 26 labels both represent true California icons in their respective cities (Coit Tower in San Francisco and Station 26 in Santa Monica) and “have great significance to me personally,” he says. “My girlfriend and I had our first date in Santa Monica at Station 26, and my best friend from Saint Helena has since moved to SF and now we hang out right next to Coit Tower whenever I am in the city.”
Armed with a winemaking degree from UC Davis, McCaffrey hit the ground running after graduating in 2016, and worked stints at Schramsberg, Joel Gott, Orin Swift, Joseph Phelps, Robert Mondavi, and Louis Martini wineries.
California Icons launched in 2020 with the release of a 2019 Rosé of Grenache from the Central Coast. McCaffrey will release a 2018 Napa Red this fall. The Grenache comes from Santa Barbara and Monterey Counties, and the Bordeaux varieties for the red are sourced from the Oak Knoll AVA in Napa.
Both wines were crafted to resonate with specific communities, starting with Southern California and San Francisco. “My goal has always been to create wines that are expressive and approachable and true to variety and place,” says McCaffrey, “but what has been most rewarding about this experience to me is sharing the wines I have made with well-respected buyers and feeling their genuine excitement about the project and its potential.”
Beth Cash, a Certified Sommelier, and Category Manager at Good Eggs, a San Francisco-based grocery delivery company, is a big champion of local and small producers in and around the Bay Area. “I was excited to learn about Ian’s first personal wine endeavor,” she says. “The wines are deliciously fruity and fun, and the price-point is spot on—and the label featuring one of San Francisco’s favorite landmarks felt tailor-made to our customers. Shopping by the label feels particularly true in e-commerce, and as the wine industry heads more in that direction, if done well, a hyper-focused brand can help you stand out. It’s been a great opportunity for Good Eggs to exclusively launch a first release wine to the people it was intended for.”
McCaffrey says that his longtime goal for California Icons is to “continue to create accessible, value-priced labels, in the under-$20 range, in the form of high-quality wines that highlight special places across my beautiful home state.”
Tasting Notes
California Icons 2019 Central Coast Rosé (Coit Tower and Station 26 label) ($18/750-mL)
This Grenache-based rosé comes from vineyards in the Central Coast and is medium-bodied with refreshing red berry fruit—redolent of strawberries and watermelon—with zippy acidity and wet-stone, mineral accents on the finish.
California Icons 2018 Red Blend Napa Valley (Coit Tower and Station 26 label) ($20/750-mL)
Sourced from 100% Napa Green certified grapes from Napa Valley, this red is remarkably aromatic, courtesy of extensive oak aging (a rarity for an under-$20 bottle!). Clean, bright, and spicy Merlot fruit descends on the palate, cascading into a rich, weighty mid-palate of cranberry provided by Malbec which culminates in an assertive, velvety, and structured finish with lingering fruit-leather and preserves courtesy of Petite Verdot.
California Icon wines are available in Northern California through Good Eggs and at Mollie Stone’s Markets, and in Southern California at Bob’s Market, Hi-Lo Liquor, Co-opportunity Market (at both the Santa Monica and Culver City locations), Santa Monica Proper Hotel, and at Thyme Cafe and Market.
For more information visit www.californiaicons.com and follow them on Instagram at @californiaicons_wine.
