By: Gerald Dlubala
In 1996, Rosalind Manoogian and her husband, James, decided to purchase an apple orchard that had been neglected and in disrepair. The orchard was beyond its usefulness, and the choice was to clear it out and replace it with a vineyard that one day might sustain itself through grape and wine production. That initial vision has been realized in a big way for Rosalind Manoogian, president and current majority owner of Fog Crest Vineyards. Manoogian is the first Black female owner and operator of a winery in Sonoma County, California, producing world-renowned, ultra-premium, chardonnay, pinot noir and pinot rosé wines.
“Prior to us moving here, the land was known for its apples. Before that, it was hops,” said Manoogian. “Grapes were just becoming the hot market when we moved here, so as the property manager, we wanted to do the right thing and follow the market, so growing grapes was a no-brainer. And let’s face it, growing grapes and making wine is sexier than the other options. Since the orchard was past its usefulness, so we spent the first year clearing, cultivating and getting the land ready for grapes. Next, we put in rootstock, then over time, we put in the vineyard, which was 10 acres evenly split between chardonnay and pinot noir vines.”
Fog Crest Vineyard was founded the following year, in 1997. Located in the Russian River Valley of Sonoma County, California, Manoogian chose the Fog Crest name to pay homage to the dense fog that blankets the valley. The location and terroir of the vineyard is optimal for grape growing. Its rolling hills with a south/east exposure and sandstone-based soil offer excellent drainage and full morning sun. Combined with the cool morning fog that promotes slow ripening, The property had all the essentials for producing premium grapes.
Old-World Tradition Meets Modern Technology
Fog Crest Vineyard celebrated its first vintage in 2005. Manoogian said that while the Russian River Valley’s soils have become recognized as some of the world’s best for cultivating extraordinary chardonnay and pinot noir grapes, they complement that with a combination of old-world traditions, meticulous viticultural practices and modern technology.
“We use the most modern grape-growing techniques available while staying true to tradition in what we produce,” said Manoogian. “If you try our chardonnay, you get a definite sense of the wine’s traditional nature and structure. We aren’t trying to think outside the box. Our goal always has been and continues to be producing the best ultra-premium chardonnay and pinot noir wines available.”
Fog Crest Vineyard’s chardonnays and pinot noirs are hand-harvested in the early mornings to keep the fruit cool. They are meticulously tended to during fermentation and bottled unfiltered after months of intentional care. The winery garnered immediate praise in its early stages. Its grapes were used by renowned winemakers and also bottled under the L’Ancien Verger Vineyard label.
Learning the Business with Help from Mentors
Manoogian admits that she initially had no idea what she was getting into or what she should do to get started. Starting as a wife in a supporting role, she became thoroughly involved and in charge of the sales aspect by 2009. She went back and educated herself about all aspects of the wine business and the art of selling. Manoogian spent three to four years traveling around the U.S. and Canada selling wine and laughed while recalling some of her adventures while learning about and performing the various roles of the vineyard production employees.
“I was always trying to learn,” said Manoogian. “Along the way, I’ve had, and still have, so many helpful mentors who themselves came from all different backgrounds. That was important and very reassuring as I came from a different background with no agriculture or hospitality experience. Some were mentors from the beginning; others became mentors along the way. There were people who were very kind to me, and that kindness allowed me to learn all aspects of the business, from the farm through production to the table. It was an amazing and fun process, but it was also extremely arduous. I took every opportunity to learn nearly every job within the winery, including picking grapes. And I can tell you that I have nothing but mad respect for our employees because that’s a job that I do not look forward to doing again. Honestly, I’m sure that most days, they were ready for me to get out of their way and stop holding them back. But now I know and understand how all of that works, and I’m good with it.”
A Winery Is a Business of Continuously Moving Pieces
“It’s all part of the process to be able to learn and grow, and for us, I think the last three years have brought about a happy medium of being in business,” said Manoogian. “The tasting room was a big deal for us and me personally. We opened it in 2014, and that meant that people would now travel to come into my space. Not only did they come, but they would also mention that, yes, they knew and recognized our brand and loved it. It was so exciting to hear that, and it made a huge difference in how I viewed owning not only our space, but now also owning a place for others to visit. We grew from that moment.”
“Over the past years, the wildfires that affected our tourism and the pandemic have made it very challenging for us,” Manoogian continued. “We had to recommit again and figure out how to occupy this place in the way that I wanted to, including our tasting room. I had to figure out a marketing plan on so many different levels, whether it’s social media, print, or being involved in television ads for county tourism. All these pieces go together, and without utilizing all of them, I don’t feel that you’re going to be successful in today’s market. You have to understand that this is what is required right now. No one tells you that at the beginning. I’m at a place where I can tell people that now, but even as recently as two years ago, I wouldn’t have been able to explain that to anyone. It’s not like this type of information is readily available, and frankly, it changes daily. There are a lot of grapes and tasting rooms out there, so you have to figure out how to constantly improve and up your game, no matter what size vineyard or winery you have. You’ve got to make that happen.”
Being Authentic Is Always the Right Thing to Do
“I have to be who I am,” said Manoogian. “I’m always going to focus on the things that brought us into the business and what we care about. So, if I do that, I feel like I’ve met my mission. I’m not going to be able to meet everyone’s goals and desires, but if I focus on those things, I feel like I’m reaching and occupying the space where I want to be.”
“For us, that means we honor the great history and high expectations of the Russian River Valley wineries by making ultra-premium chardonnay, pinot noir and rosé pinot noir,” she elaborated. “Some of the best pinots come out of the Russian River Valley American Viticultural Area (AVA) of Sonoma County, and we are honored to be a part of that group and its history. This space is so unique that although it gets credit from those who know, I still feel like it doesn’t get the credit it should. For the rest, it’s just a conversation about whether you like my wine, and that has to be enough for me right now. It’s about finding and defining what you do best and then doing that to the best of your abilities.”
Working for Legacy
Fog Crest Vineyards is the only female Black-owned winery in Sonoma County. Manoogian is currently the majority owner and president of Fog Crest Vineyards. However, that will change by the end of this year, when she will take over 100 percent ownership of the vineyard and become president/CEO of the entire corporation. And it doesn’t end there. She has another brand that she expects to be released later this year as well.
“I also own my land,” said Manoogian. “That’s pretty much unheard of here. We were lucky enough to get here at a time when we could buy the land. But I love this project, and I have grown throughout. Through it all, I am ultimately working for my legacy. I have two daughters and two granddaughters, and I want to build something they can look at and be proud of. I want them to understand why we put in so much effort to reach this point. I do this work right now not because I want to but because I have to.”
Fog Crest Vineyard has won numerous awards in the gold and silver categories. It is located on a picturesque 30-acre plot in the Russian River Valley in Sonoma County. The vineyard is celebrated for its signature wines, including pinot noirs, chardonnays and a unique pinot noir rosé. All visits require a reservation.
To contact or learn more about Fog Crest Vineyards and their ultra-premium wines or Rosalind Manoogian’s story of breaking barriers and setting new standards in the winemaking industry, head over to:
Fog Crest Vineyard
7606 Occidental Road,
Sebastopol, CA 95472
(707) 829-2006
