Rapidly Growing Purple Brands Announces New Director of Winemaking


Steven Urberg joins an award-winning portfolio

Petaluma, California—September 7, 2022—Purple Brands, a well-regarded wine and spirits company, is delighted to announce the appointment of Steven Urberg as Director of Winemaking for all brands including Raeburn, Scattered Peaks, Avalon and Four Vines.

“We are delighted to welcome Steven, a recognized industry leader, to our winemaking team,” said Aaron Webb, President and CEO of Purple Brands. “Steven has received many accolades as an accomplished winemaker and will be instrumental in accelerating the continued growth of our portfolio.”

Urberg’s hiring comes as Purple Brands continues to increase sales and drive innovation. Raeburn Winery has over thirty ratings of over 90 points in its last three vintages and has won the Impact’s Hot Prospect newsletter three times. The winery produces a top five ultra-premium Chardonnay, a top eight luxury Pinot Noir with 66% growth and a Vivino favorite Rosé. Raeburn will launch a Cabernet Sauvignon this fall and is expected to deliver 30,000 cases in the first 12 months. A recent study by Quini, a sensory wine research group, found that women between the ages of 42 and 57 prefer Raeburn Chardonnay over the other 5 ultra-premium Chardonnays.

The innovation continues with Scattered Peaks, a nod to founder Derek Benham’s love of skiing and surfing, who seeks spectacular fruit in the region’s most prized sub-appellations and vineyard plots. unique in producing classic style Napa Valley wines. The Scattered Peaks portfolio includes three critically acclaimed Cabernet Sauvignon bottlings – a 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 in the hills east of St. Helena, respectively – and the recent addition of a Napa Valley Fumé Blanc with crisp citrus notes and a soft 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, California, where he received over one hundred and thirty 90+ point ratings from the part of wine spectator and Passionate about wine. Urberg has experience leading winery and winery operations, managing facility upgrades, procurement and planning. Steve will report to Aaron Webb, President and CEO of Purple Brands.

“This group of Purple Brands produces exceptional wines,” says Urberg. “I look forward to joining the team and continuing to work with exceptional grapes from the most sought after vineyards in Napa, Sonoma and beyond.”


Founded by Derek Benham in 2001, Purple Brands is a brand-driven company with an acclaimed portfolio of emerging wine and spirits brands. The company’s wineries in the Russian River Valley, Sonoma County and Napa Valley are all certified sustainable by the California Sustainable Winekeeping Alliance, an exclusive certification held by only 4% of California wineries. Raeburn Winery includes an ultra-premium top 5 chardonnay, a luxury top eight seller pinot noir and a Vivino favorite rosé; the winery has won three consecutive Impact Newsletter “Hot Prospect” awards, 2018-2020. Joining Raeburn are specialist Napa Valley Cabernet Sauvignon Scattered Peaks, Avalon Winery, Four Vines, and a portfolio of exclusive brands. Purple Brands’ portfolio of spirits was launched in 2015. Redwood Empire Whiskey, inspired by the giant redwoods of Northern California, defines what it means to be a California whisky. The fast-growing distillery has amassed the largest inventory of aging whiskey in the state, including a bourbon, rye, blended whiskey and two bond-bottled expressions. D. George Benham’s Gin rounds out the portfolio with a botanically focused spirit. https://purplebrands.com/


About Michael Brafford

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