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Three Sticks Wines Responds with New Rules of Engagement and Offers to Help


Three Sticks LogoSonoma, CA (April 16, 2020) – The pandemic causing the majority of the world to shelter-in-place (fondly referred to as SIP in the wine industry), has led the team at Three Sticks to quickly evolve its approach to wine tastings, customer engagement, and community partnerships. The current health crisis has catapulted wineries into the virtual world, where they can connect with their members and deliver personal messages over a glass of wine.

By utilizing social platforms, wineries have been able to remind their followers of wine’s unique ability to create a community, even if it’s over an internet connection. The guiding principle for Three Sticks is active participation by the whole team including founders, winemakers, and the vineyard team. The rare access to key team members that are, under normal circumstances, unable to engage so frequently with consumers demonstrates creativity and a commitment to an enhanced experience.

“While this evolution was born out of a crisis, the positive reception from our customers has encouraged us to continue our virtual experiences, even when the SIP order has been lifted,” says Bill Price, owner of Three Sticks Wines. “Wine brings us together and enhances our quality of life. While staying home, people are looking for this and we want to let our community know that we are with them.”

The Virtual Tasting Experience takes place on Zoom with reservations for up to 8, booked via the Three Sticks website and offered daily at 10:30am, 1pm and 3:30pm. Consumers are encouraged to purchase a Virtual Tasting Kit which includes tasting notes and a map of their estate vineyards.

Participation is not limited to virtual winery experiences. There is a growing need throughout the restaurant and hospitality community as businesses have closed and employees have been furloughed throughout the Sonoma Valley. Three Sticks jumped at the opportunity to partner with Sonoma Family Meal, a local non-profit, born of the 2017 wildfires to support displaced families and is now assisting those who have been affected by COVID-19, through multiple avenues of donation:

  1. $10 for every bottle purchased of the 2018 Durell Vineyard Pinot Blanc (released to their club members on April 28th and their allocation list on May 12th) goes directly to Sonoma Family Meal
  2. 400 meals over 2 days in partnership with SingleThread Farms donated to families in need, 200 of which were donated to the Graton Day Labor Center in Sonoma County
  3. Over 1,000 meals in partnership with the girl & the fig and Cookie Take a Bite donated to La Luz Center, a nonprofit that provides resources to roughly 20,000 underserved, mostly Latino immigrant residents in the Sonoma Valley, and Vintage House, Sonoma’s largest non-profit supporting the elderly community.

“Part of what attracted us to Sonoma Family Meal’s approach was that it was a win-win-win; families in need are provided for, restaurants remain open, and their teams employed. It aligns with how we think of our business at Three Sticks. Our employees and customers are our greatest asset and we are going to get through these unprecedented times stronger together,” says Prema Behan, Co-Founder, and GM of Three Sticks Wines.

Sonoma Family Meal is Coordinating Meals for Those in Most Need

Coronavirus has already taken a huge toll on thousands of Sonoma County’s most vulnerable residents who have not yet fully rebounded from years of fire disaster recovery. Whether they’re seniors in isolation, workers suddenly without a paycheck, undocumented workers or next-door neighbors, there are hungry people in our community that need food right now. Not tomorrow. Or the next day. Now.

Restaurants are working with Sonoma Family Meal, a 501c3 non-profit, to get food directly to those who need it most. Working with established non-profits, meals will go to seniors in peril, families, women’s emergency shelters and to underserved communities who are struggling through this tragic and unprecedented emergency. Over the last three years, Sonoma Family Meal served more than 200,000 chef-made meals to Sonoma County disaster survivors. To learn more please visit:


About Three Sticks Wines

Three Sticks Wines is a boutique, family-owned winery led by winemakers Bob Cabral and Ryan Prichard, along with investor, vineyard owner Bill Price. Three Sticks’ is characterized by commitment to site specific wines, stewardship of land, people and history, and a down to earth approach to business and life. They craft small-lot, artisanal wines from six Grand cru level Estate vineyards in Sonoma County, including Durell Vineyard, Gap’s Crown Vineyard, and Walala Vineyard. Founded in 2002, the winery is named for owner William S. Price III’s surfing nickname, “Billy Three Sticks,” which was assigned to him in his youth as a reference to the three Roman numerals that follow his name. To learn more, please visit www.threestickswines.com.

The Vallejo-Casteñada Adobe (built in 1842 and current home to the hospitality of Three Sticks Wines), was constructed by Captain Salvador Vallejo, brother of General Mariano Guadalupe Vallejo, the Commandante Générale of the northern territory of Mexico (modern day Sonoma). Bill and Eva Price purchased the property in 2012 and embarked on a two-year preservation project. The Three Sticks team worked closely with Sonoma historians and the Sonoma League for Historic Preservation to restore and protect the historic fabric of the property. For more information on Three Sticks at The Adobe or to schedule a visit, please visit: www.threestickswines.com/visit-the-adobe/.

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