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Mascarin Family Wines hosted a panel on April 9, 2026, in Healdsburg, CA, featuring Scott Schultz, Sam Bilbro, and Matt Taylor. The event discussed alternative grape varieties like Chenin Blanc and Nebbiolo, highlighting California's diverse microclimates for experimentation. Approximately 30 trade and media members attended the panel moderated by Ana Carolina Quintela.
What this “new‑variety” panel really means for trade
Trade buyers should read on to understand how the recent Mascarin Family Wines panel signals a shift in California’s grape mix and what that shift may do to shelf space, inventory cycles, and supplier conversations.
The panel highlighted two of California’s rarest varietals—Chenin Blanc and Trousseau Gris—and drew attention to the state’s surprisingly limited supply. California now cultivates only about 4,000 acres of Chenin Blanc, down from roughly 45,000 acres in 1984 (Brave Research). In 2017, statewide crushing reached a mere 53.3 tons of Trousseau—the lowest figure on record for the grape (Brave Research).
Meanwhile, Mascarin’s winemaker Matt Taylor has been replanting its Angelo vineyard with Loire varieties since 2025, a move that is central to the winery’s future output but will not deliver commercial volumes until those vines mature. Taylor also noted a growing consumer appetite for “under‑the‑radar” wines, especially among younger drinkers seeking approachable and value‑driven options.
For distributors and retailers, these numbers mean that any wholesale push on Chenin or Trousseau will be tightly capped by supply constraints. The limited acreage and crushing volumes translate into a ceiling on case availability, making it difficult to move large quantities without a long lead time. Instead of mass‑market shelf pressure, the opportunity lies in niche positioning: offering a single case or two as a specialty conversation starter can differentiate a portfolio even if turnover remains slow.
On‑premise operators who have access to these varietals—whether through direct relationships with Mascarin or local distributors—can consider featuring them as seasonal specials or tasting‑room exclusives. The unique profiles of Chenin and Trousseau can help differentiate a menu, but on‑premise teams should plan for periodic replenishment given the expected scarcity.
In short, the panel underscores that California’s move toward non‑traditional grapes is more about niche differentiation than mass‑volume growth. Trade buyers who recognize these supply limits—and who are willing to highlight limited-quantity offerings—can carve out a distinct space in an increasingly diverse wine market.
Original Press Release
Healdsburg event brings together three of Sonoma’s leading voices on the future of California wine
May 7, 2026 (Healdsburg, CA) — As climate pressures intensify and consumers show growing interest in off-the-beaten-path wines, California winemakers are increasingly turning to alternative grape varieties.
This shift was the focus of an industry panel hosted by Mascarin Family Wines (formerly 32 Winds) on April 9 at its creekside tasting room just outside downtown Healdsburg. Approximately 30 members of the trade and media attended the event, moderated by Ana Carolina Quintela, Sonoma County Correspondent at Decanter, and featuring Scott Schultz (Jolie-Laide Wines), Sam Bilbro (Idlewild Wines), and Matt Taylor (Mascarin Family Wines, Ink Grade & Matt Taylor Wines).
The panel explored varieties such as Chenin Blanc, Trousseau Gris, Timorasso, Gamay, Nebbiolo, Melon de Bourgogne, and other non-traditional grapes, pointing to the state’s diverse terrain and range of microclimates as a natural setting for broader experimentation.
“California is still a young winegrowing region compared to Europe, where traditions around grape varieties and place have developed over hundreds of years,” said Sam Bilbro, Owner & Winemaker, Idlewild Wines. “The opportunity here is to continue exploring what grows best across different sites, both in terms of quality and balance with the natural environment, rather than settling too quickly on a fixed set of grapes.”
Bilbro pointed to parallels with European regions, noting that sites within a few miles of the coast in California often align with grapes from Burgundy, Beaujolais, and the Loire Valley, while warmer inland regions may be better suited to varieties from Southern France and central and southern Italy.
Consumer behavior was another key theme, as interest in unconventional grapes is shaping what producers bring to market.
“We’re seeing growing curiosity and demand for under-the-radar varieties. These wines often come with fewer preconceived expectations and can feel more approachable to younger consumers, particularly as they look for wines that offer value. More established wine drinkers are also recognizing there’s still more to discover within the category,” said Matt Taylor, who has served as winemaker at Mascarin Family Wines for the past 10 years.
The panel also addressed how California wine is perceived globally, noting that while regions like Napa Valley are widely recognized, others, including Sonoma, remain less clearly understood, presenting both a challenge and an opportunity to expand the narrative.
“Sonoma has historically sat in the shadow of Napa, but it offers some of the most compelling terroirs and microclimates in California,” said Scott Schultz, Owner & Winemaker, Jolie-Laide Wines. “While the region has gained recognition through Chardonnay and Pinot Noir, there’s a movement to challenge that narrow lens by highlighting lesser-known vineyards and varieties that deserve attention on the world stage.”
Following the panel, attendees participated in a tasting and lunch showcasing wines made from the varieties discussed, offering a direct look at how these grapes are being interpreted across the state.
The event also marked a moment of transition for the host winery. Since 2025, Mascarin Family Wines has been replanting its Angelo vineyard, a project led by winemaker Matt Taylor, with a focus on Loire varieties—a direction Proprietor Mia Mascarin described as central to the winery’s future.
“Lesser-known varieties have long existed in California but are now experiencing a real resurgence,” said Mascarin. “Winemakers like Scott, Sam, and Matt are helping bring these nearly forgotten grapes back into focus, and what they’re doing reflects exactly what today’s consumers are hungry for.”
Media interested in exploring these themes further are invited to connect with the participating producers for interviews or to request samples of the wines discussed.
Sources consulted (web research):
- California Winemakers Look Beyond Traditional Grape Varieties At Masc…
- Wines
- Chenin Blanc California 19953626
- Trousseau The Next Big Thing
- California
- California Wine Information
Source: BevNET