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Jaime Araujo’s surname is a familiar one to Napa collectors. Her parents Daphne and Bart purchased the famed Eisele Vineyard in Calistoga in 1990 and established their eponymous winery on the site shortly after. Jaime was enrolled in university at the time and wouldn’t join her parents in Napa for many years, instead spending over two decades studying and working in Europe, including a stint at Moët Hennessey. She arrived in Napa in 2012 to work alongside her parents as a business consultant, but the job was short-lived, when the winery and Eisele Vineyard was sold to Artémis Domaines (the parent company of Ch. Latour) in 2013.
While her parents went on to establish Accendo Cellars, with Jaime and her brother as partners, the itch to build a business of her own only grew stronger. “I always wanted to run a business as a force for good,” she recalls. She got her chance during the first vintage at Accendo in 2013, when she turned a Cabernet Sauvignon lot that didn’t quite fit in with any of the Accendo cuveés into her first 300 cases of Trois Noix wine. (The name – French for “three nuts” – is a cheeky reference to her two children, as well as her brother’s daughter, all quite young at the time.)
Despite her family’s legacy, and perhaps the temptation to enter the market at the top end, as many newcomers do, Jaime was intent to create wines that were approachable and embodied sustainability ideals. This included a pricing strategy that skewed heavily towards affordable options, ranging from $30-50 per bottle and the most expensive Cabernet Sauvignon topping out at $150. “I’m not in this to make billions,” she laughs. “It’s so important that Napa is accessible to as many people as possible. You have to be welcoming and make wines that appeal to everyone.”
Both Jaime and Steve believe strongly that their businesses must be both environmentally and socially responsible. “It’s so important to stand up for what you believe in,” Jaime emphasises. Today, Trois Noix boasts a range of sustainability initiatives, including B Corp status, a high-level sustainability certification which only two other wineries in Napa currently possess. Though not specific to wine or agriculture, B Corp certification is awarded after a rigorous assessment to prove a dedication to positive community impact alongside profit.In the same vein, all of the vineyards Steve farms for Matthiasson are organic, which is the certification that is the most meaningful to him – and represents a full circle of sorts from his early days studying agriculture, when winemaking was not yet on the horizon. “Organic farming has become not just accepted but embraced since I’ve been here,” Steve says, saying that it’s becoming the norm rather than the exception, especially so for the most well-known cult Napa wineries. “And it’s not just for PR,” he adds, saying many don’t broadcast their farming practices. “They truly believe it makes better wine.” Steve believes the standard of farming has improved dramatically since he arrived in Napa and so has the quality of the resulting fruit. “As the years have gone by, our ability to do the right thing has increased,” he says.
📷Tasting with Steve Matthiasson at his and his wife's Napa estate
The resulting wines that both Trois Noix and Matthiasson produce are crafted in a fresh style, with an emphasis on primary fruit and terroir-specific cuvées, as opposed to dominant oak or heavy extraction that have been the trend for fine wine in Napa. Araujo says she is trying to craft wines that are reminiscent of Napa 50 years ago, by using a light hand. “We started getting bigger and bolder in Napa, and that’s fine, but we can do this, too, and do it well.” Araujo describes her goal each vintage as crafting wines in a “sweet spot”, built to enjoy immediately but also with the structure and acidity to age for several years at a minimum.At Matthiasson, pick dates are watched closely, and occur on the early side for Napa, so that alcohols remain low and acidity is naturally brisk. Other than a small amount of sulphur, no other additions are made. “We utilise traditional winemaking methods,” Steve says – quick to note, though, with a laugh, that there is a difference between “natural and natty”, explaining that his goal is to make fresh, clean wines from the healthiest fruit possible. Unlike other Napa wineries that employ optical sorters and tables lined with harvest workers examining every berry, Mathiasson does not sort the fruit prior to fermentation, trusting instead in the farming and meticulous picking over multiple passes.
“We’ve always been an agricultural community, and no one wanted to talk about that for a long time,” Jaime tells me. She believes the future of Napa will be a focus on not just high quality but also history, community and a reputation for doing the right thing. These will not be talking points for her brand only, however, as last year she was elected Board Chair of the Napa Valley Vintners. A nonprofit trade association founded in 1944, NVV acts as a voice for the wine business in Napa Valley, promoting, supporting and advocating for its over 500 members. “I’m a bridge between old and new because of my family and my experience,” Jaime says, explaining that she hopes to bring a fresh perspective on the future of Napa, one that emphasises a range of styles and price points, but most of all, is able to welcome a wider range of people than ever before, by showing the varied people and places of the region. Matthiasson voices a similar ethos. “The wine business has so much artifice, but we want to let people in.”
