When Waccabuc residents Joe and Kim Rosenberg received a call in April 2017 from their friend, winemaker Alex Pomerantz, saying he was ready to go out on his own, the newlywed couple knew their dream was about to become real. While their vision of creating wines made with organic or biodynamically farmed grapes wasn’t new, they believed their unique business model would set them apart.
Joe’s background as a strategic-partnerships developer at Google and Kim’s as a financial-services executive led them to create a California-based winery that more closely resembles a Silicon Valley startup. Partnering with two winemakers, Alex and friend Bradley Friedman, a coterie of young talent arose that understands everything from winemaking and startup-winery management to large-scale business incubation and investment banking.
“Our approach was a bootstrap-type model,” explains Joe. “We had the ability to manage in-house a lot of the activities that are typically outsourced.”
Photo by Edible San Francisco
As a result, Subject To Change Wine Co. was launched in just three months, their debut wine hitting the market in December. With distribution agreements solidified in California and in development in New York, the Rosenbergs are already in phase two. A Bay Area tasting room is planned for the near future and a proprietary land acquisition after that. Ultimately, say the Rosenbergs, they hope to create the US’ first bicoastal winery, featuring wines and ciders from the Hudson Valley and the Finger Lakes.