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Rapidly Growing Purple Brands Announces New Director of Winemaking

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Steven Urberg Joins Award-Winning Portfolio

Petaluma, CA—September 7, 2022—Purple Brands, an acclaimed wine and spirits company, is thrilled to announce the appointment of Steven Urberg as Director of Winemaking for all brands including Raeburn, Scattered Peaks, Avalon, and Four Vines.

“We are excited to welcome Steven, a proven industry leader, to our winemaking team,” says Aaron Webb, President and CEO of Purple Brands. “Steven has received numerous accolades as an accomplished winemaker and will be instrumental in accelerating our portfolio’s continued growth.”

Urberg’s hiring comes as Purple Brands continues to increase sales and drive innovation. Raeburn Winery has more than thirty 90+ point ratings in its last three vintages and is a three-time Impact newsletter Hot Prospect winner. The winery produces a top five ultra-premium Chardonnay, a top eight luxury Pinot Noir growing at 66 percent, and a Vivino-favorite Rosé.  Raeburn will launch a Cabernet Sauvignon this fall and is set to deliver 30K cases in the first 12 months. A recent study from Quini, a wine sensory research group, found that females aged 42-57 prefer Raeburn Chardonnay over the other top 5 ultra-premium Chardonnays. 

The innovation continues with Scattered Peaks, a nod to Founder Derek Benham’s love for skiing and surfing, which seeks out spectacular fruit from the region’s most highly prized sub-appellations and single vineyard parcels to produce classically styled Napa Valley wines. The Scattered Peaks portfolio includes three critically acclaimed Cabernet Sauvignon bottlings – one Napa Valley Cabernet blending the best of the region, two charismatic single-vineyard offerings from Morisoli Vineyard in the Rutherford AVA, and Sage Ridge Vineyard high up in the hills east of St. Helena, respectively – and the recent addition of a Napa Valley Fumé Blanc with clean notes of citrus and a gentle kiss of oak.  

Urberg brings over 25-years of winemaking experience most recently as Director of Winemaking at Gloria Ferrer Winery & WindVane Wines in Sonoma, CA where he received over one hundred and thirty 90+ point ratings from Wine Spectator and Wine Enthusiast. Urberg has experience directing winery and cellar operations, managing facility upgrades, sourcing, and planning. Steve will report to Aaron Webb, President and CEO of Purple Brands.

“This group at Purple Brands has been making outstanding wines,” says Urberg.  “I look forward to joining the team and continuing to work with outstanding grapes from the most sought-after vineyards in Napa, Sonoma, and elsewhere.”


Founded by Derek Benham in 2001, Purple Brands is a brand-led business with an acclaimed portfolio of wines and emerging spirits brands. The company’s winery operations in the Russian River Valley, Sonoma County and Napa Valley are all Certified Sustainable by the California Sustainable Winegrowing Alliance, an exclusive certification held by only 4 percent of California wineries. Raeburn Winery includes a top-5 ultra-premium Chardonnay, a top eight best-selling luxury Pinot Noir, and a Vivino-favorite Rosé; the winery has earned three consecutive Impact Newsletter “Hot Prospect” awards, 2018-2020. Joining Raeburn are Napa Valley Cabernet Sauvignon specialist Scattered Peaks, Avalon Winery, Four Vines, and a portfolio of exclusive brands. Purple Brands’ spirits portfolio was launched in 2015.  Redwood Empire Whiskey, inspired by Northern California’s giant redwoods, is defining what it means to be a California Whiskey. The fast-growing distillery has amassed the largest inventory of aging whiskey in the state, including a bourbon, rye, blended whiskey, and two bottled-in-bond expressions. D. George Benham’s Gin rounds out the portfolio with a botanical-focused spirit.  https://purplebrands.com/    

  • Avalara
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