Sonoma County vineyard in mustard bloom
About

A wine career built from the vineyard up.

More than two decades of hands-on experience across winemaking, vineyards, operations, brand development, sales, and the business decisions that connect them.

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Vineyard to market

Senior guidance shaped by the full wine business.

I work with wineries, vineyard owners, investors, and emerging brands that need an experienced perspective across quality, production, operations, sourcing, positioning, and growth. The value is not simply knowing one part of the business. It is understanding how a choice in the vineyard or cellar will affect cost, timing, brand reputation, and the market months or years later.

The work is practical, direct, and grounded in what it takes to move a wine business forward.

Meet Micah Wirth

Winemaker. Operator. Brand Builder. Advisor.

A career connecting the vineyard, cellar, market, and business behind the bottle.

Micah Wirth with his dog in Sonoma County wine country

Raised in Healdsburg, I grew up around the vineyards, growers, cellars, and working relationships that define Sonoma County wine country. After studying Enology and Viticulture at UC Davis, I built my career from the cellar floor up, including early experience at Chalk Hill and Gary Farrell. That foundation taught me winemaking, but it also taught me that wine quality and business performance are rarely separate problems.

I later co-founded Joseph Jewell Wines and helped build it from an early-stage project into a nationally distributed producer of vineyard-designated wines. My work extended well beyond the cellar into sourcing, production, operations, brand development, sales, distribution, and DTC. I also served as winemaker for Ousterhout Winery, giving me first-hand experience building both the product and the business around it.

Through Wirth Wine Consulting, my work expanded into modern beverage brands, marketing, and commercial growth. I worked with Haus, the aperitif brand that reached approximately $20 million in annual sales, as well as celebrity-driven projects developed alongside leading talent agencies. I also helped build The Day Project, Rosé the Day, Sauv The Day, and Méhwa. Rosé the Day grew from approximately 300 cases to 10,000 cases over three years, while Rosé the Day and Sauv The Day together ultimately represented approximately 25,000 cases of on-premise sales, with particularly strong penetration in Northern California and San Francisco.

That experience taught me how to create demand, not simply make the product. My work has included programs and relationships involving Saks Fifth Avenue, Lululemon, United Airlines, Twitch, Bon Appétit, Michael Mina Group, the San Francisco Giants, Whole Foods Market, and others. I have also generated earned media and PR around wine and beverage projects and understand how positioning, storytelling, partnerships, hospitality, digital marketing, and market execution can turn a strong product into a relevant brand.

Today, I bring that full perspective to winery owners, vineyard owners, investors, and emerging brands. My experience spans vineyards, winemaking, production, operations, sourcing, pricing, inventory, distribution, DTC, marketing, PR, and growth strategy. What clients hire me for is the ability to connect those pieces quickly: to recognize when a sales problem is really a positioning problem, when an inventory problem began with production, or when the wine is right but the route to market is wrong. My role is to identify what actually matters, help ownership avoid expensive mistakes, and make clearer decisions that build stronger businesses.

A personal point of view
Good wine is never isolated from the business behind it. The strongest programs make quality, economics, and identity work together.Micah Wirth
Selected industry relationships

Direct experience with leading California wine companies.

My work has included supplying fruit to and working directly with vineyard, production, and purchasing teams at established wine companies. These relationships have given me practical insight into how larger organizations evaluate quality, contracts, timing, and long-term supply.

Duckhorn Vineyards logo
Delicato Family Wines logoDelicato Family Wines
The Wine Group logo
Jackson Family Wines logo
Constellation Brands logo
20+Years in wine
100+Wines rated 90+
30+Wine programs advised
310Vineyard acres overseen
Full-spectrum experience

Experience across the decisions that shape a wine business.

The work spans far beyond the finished wine, allowing each decision to be evaluated against what it affects downstream.

Winemaking & production

Wine style, fermentation, blending, oak, aging, sensory review, bottling readiness, custom crush coordination, production planning, and quality control.

Vineyards & sourcing

Site evaluation, grower relationships, variety and clone fit, contracts, farming expectations, fruit pricing, vineyard operations, and long-term sourcing strategy.

Operations & commercial strategy

Inventory, pricing, margins, vendors, staffing, compliance, production models, wholesale, DTC, distribution, buyer communication, and operational planning.

Brands & growth

Brand concepts, portfolio structure, packaging, positioning, launch planning, market fit, strategic partnerships, turnarounds, and scaling programs from early-stage ideas into commercially meaningful businesses.

Wine grapes moving across a sorting table during production
Hands-on perspective

The best advice stays connected to the work.

I remain close to vineyards, harvest, production, growers, vendors, and market buyers because practical guidance depends on understanding what is happening now, not simply what should happen in theory.

Career perspective

Built through different sides of the industry.

Each chapter added a different view of how wine quality, people, capital, and market reality need to work together.

Cellar foundation

Chalk Hill & Gary Farrell

Early technical experience in respected Sonoma County cellars established a practical foundation in production, discipline, and wine style.

Brand building

Joseph Jewell Wines & The Day Project

Co-founding and growing Joseph Jewell Wines created first-hand experience across sourcing, winemaking, positioning, sales, and operations. That brand-building work continued with The Day Project and Rosé the Day, where I helped scale the brand from 300 cases to 10,000 cases over a three-year period and developed partnerships with Saks Fifth Avenue and Lululemon.

Estate winemaking

Ousterhout Winery

Estate-focused winemaking reinforced the relationship between vineyard character, house style, long-term grower decisions, and the identity of the finished wine.

Operating perspective

Consulting, executive operations & national brands

Advising more than 30 wineries and supporting broader wine operations provided a rare view into how programs are built, managed, repositioned, and brought to market.

Working principles

Clear thinking. Practical execution.

The engagement changes with the problem, but the standards remain consistent.

Wine is agriculture first.

Site, season, farming, fruit quality, and timing shape every decision that follows.

Quality and economics must agree.

A strong wine program must work in the glass, in production, and within the realities of the business.

Advice should lead to action.

The goal is a clearer decision, a realistic plan, and the ability to execute it with confidence.

Private consultation

Start with the decision that needs an experienced perspective.

We can begin with the wine, the vineyard, the operation, the brand, or the market opportunity. The first conversation is practical, confidential, and focused on the path forward.

Book a consultation
707.396.1925micah@wirthwines.com
Head train grape vine in mustard field
Girl holding up rosé wine bottle on flamingo float in pool
Head train grape vine in mustard field
A pink fold-out brochure with images of people enjoying wine outdoors, over a pink background.
A woman with blonde hair standing in a vineyard, wrapped in an American flag, wearing a white sleeveless shirt with red and blue stripes that says "ROSE IN THE USA," during sunset or golden hour.
A man wearing a gray vest, black shirt, and gray cap with sunglasses hanging from the collar, smiling at camera, standing outdoors near trees, behind a table filled with harvesting black grapes and grapevine stems, during daytime.
A woman with blonde hair smiling and holding a glass of wine, draped in an American flag, outdoors with sunlight and blurred green trees in the background.
A young woman with blonde hair wearing a white tank top with red and blue stripes that says "Pink Rose in the USA". She is holding a glass of rosé wine, standing outside during the evening with an American flag in the background.
Lady in dress checkered dress drinking rosé on classic truck tailgate
A table with a variety of colorful gift bags, a small cake with layered rainbow colors and chocolate, and a glass of dark soda. The background features a gold curtain.
Person sitting on a colorful patterned blanket on the beach, holding a glass of white wine. There are two bottles of rosé wine labeled "Say the Day" in the foreground, along with a basket, flowers, an apple, and some snacks.
Colorful cardboard boxes with artistic illustrations, one of which is open and has a message inside that reads, 'May Your glass always be full.'
Three goats behind a wire fence in a rural outdoor setting with trees and grass.
Two men sitting at the back of a pickup truck, one elderly and one younger, with a small dog, in a scenic countryside with trees, green fields, and rolling hills in the background.
A woman with short blonde hair wearing a sleeveless white shirt with red stripes and blue lettering that says 'Rose in the USA'. She is smiling and holding a glass of what looks like red wine or juice. There is a bottle with a handwritten label that
Wine bottle on table with glasses, dominos and cards
A young woman with long blonde hair holding a glass of rosé wine, sitting near a window with a view of green trees. There is a bottle of rosé on the windowsill that says 'ROSE THE DAY'.
A young man with short light brown hair smiling in a vineyard, holding a bunch of green grapes, wearing a gray Patagonia t-shirt and black shorts, during daytime with clear blue sky.
A vineyard with rows of grapevines on rolling hills under a partly cloudy sky.
A man wearing a navy baseball cap and a gray vest is smiling while holding a bunch of grapes near a large plastic container filled with grapes, under a covered outdoor structure.
Vineyard with rows of green grapevines on rolling hills under a clear blue sky.
Map of Bellacana Vineyards showcasing numbered vineyard blocks and landscaped areas.
A bucket filled with ripe black grapes, with a pair of red-handled pruning shears inside, placed on green grass outdoors.
A person holding a bottle of wine in front of a wine rack. The wine bottle has a detailed label featuring a tree and text.
A large industrial container filled with crushed dark purple or black grapes, likely in the process of wine production, with a hole in the side revealing a stainless steel machine in the background.
View of a vineyard with rows of grapevines supported by stakes, stretching towards green hills under a cloudy sky.
A vineyard at sunset with rows of grapevines, rolling hills in the background, and a sky with scattered clouds.
Industrial equipment with large stainless steel tanks and purple lids, possibly used for food or beverage processing, with a metal railing in the foreground.
Storage tanks, possibly wine barrels, arranged in a row inside a warehouse or industrial facility with metal tanks and piping overhead.
A machine filling red wine bottles with liquid, positioned in a winery or bottling plant.
Close-up of a budding grapevine sprout growing from a weathered vine branch in a vineyard with a blurred landscape and blue sky in the background.
A bottle of rosé wine labeled 'Rose the Day' with two partially visible wine glasses filled with rosé wine placed on a wooden surface, outdoors with blurred warm sunset background.
Photographer taking pictures of three women sitting at a table outdoors, with food and drinks, in a modern open space with large windows and a high vaulted ceiling.
A woman with long brown hair and light skin, wearing a beige dress, sitting at a wooden table in a living room, holding a glass of red wine, with a flock of books, a flower arrangement, and some food on the table.
A table with a black surface and a gold border, displaying a wine bottle, four empty glasses, playing cards, and gold domino pieces. In the background, a vase with a bouquet of white and green flowers is visible, with a gold bowl nearby and a black s
Large stainless steel fermentation tank in an industrial setting with a small ladder leaning against it and warning signs on it.
Two large stainless steel fermentation tanks with labels PT5 and PT1 in a brewery or winery setting. There is a red shutter door and some equipment on the left side.
Close-up of a gnarled grapevine with dark green leaves and small clusters of black grapes, growing in dry soil.
A bottle of rosé wine labeled 'Rose the Day' surrounded by two wine glasses filled with rosé wine, on a rustic outdoor table during soft sunset lighting.
A bottle of rosé wine with a white label surrounded by halved blood oranges, a lime, and a blurred background.
A close-up of a grapevine with dark grapes hanging from the vine, surrounded by green leaves, in a vineyard with dry soil at the ground.
Close-up of a person reaching for a bottle of rosé wine on a shelf, with other rosé bottles with white caps and decorative labels visible in the background.
Close-up of a budding branch with pink flowers on a brown, leaf-strewn ground.
A garden or backyard area with a row of wood and metal fence posts, some with orange caps, and irrigation pipes along the ground, with trees and a house in the background.
Close-up of stainless steel machinery with metal rollers in an industrial setting.
A storage area with rows of wooden barrels on racks and metal kegs on the floor, likely in a winery or brewery.
Vineyard with trellised grapevines leading to a large tree in the background, under a partly cloudy sky.
Wine barrels in a winery storage room with some steam rising from the hot environment.
Large oak wine barrel with metal hoops and a wooden bung on top, placed on a concrete floor in a wine cellar or storage area.
A hand holding a wine glass filled with pink rosé wine against a blue sky with scattered white clouds.
Multiple wooden wine barrels with metal bands, arranged in rows in a storage area or cellar.
Close-up of a person's hand with three fingers extended, holding a small round blue object, with dry grass and dirt ground in the background.
Close-up of a model rocket engine displaying its metallic parts and red engine casing, with a clear blue sky in the background.
People working in a vineyard harvesting grapes with a white truck and rolling hills in background.
A grapevine with bunches of dark purple grapes hanging from the branches, green leaves surrounding the grapes, and dry soil on the ground beneath the vine.
Close-up of freshly harvested black grapes in large containers, likely in a winery or vineyard storage area.
Large white containers in a winery or vineyard storage area, filled with harvested green grapes, with sunlight coming through the open door.
A vineyard row with grapevines on either side, showing ripe dark grapes hanging from the vines. The soil between the rows is exposed and slightly dry.
Woman relaxing on a beach chair at the beach, wearing sunglasses and a striped pink and white dress, holding a bottled drink with a label that says "Rose the Day."
A dog lying on the sandy beach with three bottles and signs reading 'Save the Day,' 'Rose,' and others laid around it.
Vineyard with rows of grapevines stretching across rolling hills, with some trees and a bright sun in the sky.
Open folded brochure with images of people dining outdoors and text about wine and taste, on a pink background.
A bottle of red wine with a light blue label next to a brown paper shopping bag with twisted paper handles on a white background.
Close-up of a vineyard with grapevines and grape clusters hanging from the vines, lush green leaves, and twisted woody vines on a sunny day.
Vineyard with lush green grapevines on rolling hills under a clear blue sky.
A vineyard on a hillside with rows of grapevines, a few cars parked below, and a clear blue sky with some wispy clouds.
Industrial stainless steel tanks with digital controls in a brewery or winery setting, with hoses and equipment connected for processing liquids.
Warehouse with stacked cardboard boxes wrapped in plastic and large metal tanks with purple and brown lids.
Stacks of cardboard boxes wrapped in plastic on wooden pallets in an underground parking garage or storage area with concrete walls and ceiling, fluorescent lighting, and utility pipes.
A man standing on a blue step ladder working with stainless steel equipment in an industrial or commercial kitchen setting with large stainless steel tanks and a high ceiling.
Several white rectangular cooling units with grates are arranged in rows outdoor, casting shadows on the ground, with green trees and a wire fence in the background.
Large industrial workspace with machinery, ducting, and workers. The room has high ceilings with hanging lights and a visible wall in the background.
A close-up photo of several stacked bricks, with some part of construction or a brick wall visible in the background.
Multiple white plastic crates stacked on the ground outdoors, with some having red and black markings, in front of a background of green trees.
View of a flatbed truck with white crates labeled 'KB' and yellow straps for securing; adjacent metal structure and part of a trailer in the foreground; trees and a cloudy sky in the background.
Vineyard or grape harvesting scene with a large container filled with dark grapes, trees, and a view of a lake or river in the background.
A bucket with a frothy, pinkish liquid and a red stain dripping from the spout, positioned on a concrete surface with a red metal structure and gray pipe in the background.
A close-up of a fermantation tank with bubbling grapes and foam, fermenting.
picture of a 6 ton plater grape press.
A large industrial container filled with dark, crushed grape skins and seeds, with pinkish foam and liquid on top.
Close-up of freshly picked black grapes on a tray with a vineyard in the background and trees shading the scene.
A wooden barrel with metal hoops on a black surface, used for aging or storing liquids, with a metal tap or spigot on top.
Close-up of a wine press crushing dark purple grapes on a metal surface, with pinkish juice.
A line of rosé wine bottles on a conveyor belt inside a winery or brewery, with a person in a blue shirt working in the background.
Several bottles of rosé wine from Joseph Jewell are on a stainless steel cart in a wine production or storage facility.
Close-up of green grape leaves and small grape clusters growing on a vine.
A young man with short hair, smiling and holding a large glass of red wine, sitting at a table in a dimly lit restaurant or bar.
Several small glass bottles filled with a dark liquid, labeled with blue tape and handwritten text, are arranged on a surface. Some of the bottles are empty or partially filled. In the foreground, part of a paper with the title 'Joseph Jewell Blendin
A long wooden table set with glasses of red wine, each placed on a paper with a logo, in a room with wine barrels on the wall. Two women are standing at the far end of the table, preparing for a tasting event.
Wine grapes being processed through a machine with a metal grate and a pipe, with purple liquid and grape remnants on the surface.
Nighttime scene of a hillside with trees illuminated by streetlights, a winding road with people walking, and a vehicle with headlights on.
A person sitting in a boat with feet visible, overlooking a pink water tank filled with grapes for crushing during wine making.
Two large stainless steel tanks with the labels 2 and 3, situated in an industrial setting with pipes, a ladder, and warning signs.
Two large stainless steel fermentation tanks with some stacked smaller barrels in the background, a tap, a clear glass with red wine, and a bottle of sanitizer, all in an industrial setting.
A large container filled with numerous white chalks, each branded with 'JOSEPHJEWELL.COM' and contact information, used for marking or writing.
Flyer advertising same day rosé wine delivery, featuring a cartoon delivery person riding a motorcycle with bottles, and text advertising availability and website www.theday.wine.
A vineyard with rows of grapevines climbing up trellises on a hillside, and a sky above.
A woman enjoying a picnic on the beach with a bottle of white wine, another bottle of rosé wine, and a glass of rosé in hand. A wicker picnic basket is open on a blanket with food, and the Golden Gate Bridge is visible in the background. Text on the
A vineyard with grapevines growing on a trellis system, showing clusters of ripe dark purple grapes hanging from the vine.
A man with curly red hair operating a professional video camera on a tripod in a vineyard with grape vines and grape clusters.
Sunset over rows of grapevines in a vineyard with mountains in the background and a few trees in the foreground.
People harvesting and collecting green grapes in a vineyard during daylight.
A white bucket labeled 'BRUTE' with 'Rubbermaid' and 'Commercial Products' logos, placed on a metallic surface. In front of the bucket, there are three boxes labeled 'VL3' containing medical or laboratory supplies, and a black marker tied with a pink
A woman sitting on the beach with her legs extended, nearby is a bottle with a handwritten label saying 'Rose the Day,' partly sunk in the sand, with the ocean and sky in the background.
A white Victorian-style house with a porch, set in a field with pruned grapevines and a bright blue sky.
Close-up of industrial piping and hoses connected to a large metal tank or vessel, with wet floor underneath.
A group of five friends, three women and two men, sitting on a beach, enjoying drinks and conversation, with the ocean in the background during sunset.
Group of friends having a picnic on the beach with mountains in the background, sitting on a blanket with food and drinks.
People enjoying a sunny day at an outdoor swimming pool with inflatable pool floats, umbrellas, and a modern residential building in the background.
People sitting and standing by a backyard swimming pool with floating flamingo and unicorn pool toys, umbrellas, and a modern house in the background.
A person's legs and feet wearing pink sneakers, standing on a concrete sidewalk, with a water bottle and a drink on the ground nearby, and their shadow cast on the sidewalk.
A woman wearing a large straw sun hat with a dark band, sunglasses, and a red and white checkered strapless top, holding a glass of rosé wine.
A grapevine trellis in a vineyard with a sign reading "UNTI Vineyards Mourvedre 039-16" attached to a wooden post under cloudy skies.
A vineyard with grapevines growing on trellises, heavy with bunches of dark purple grapes. The ground is dry with some grass and rocks, and the sky is overcast.
A cleared plot of land with a trench dug into the dirt, pink flags marking the boundaries, and a white pipe running along the trench, surrounded by tall trees and a parked truck in the background.
Close-up view of a row of grapevines with dark purple grapes hanging from the vine, green leaves, and a dirt path in the vineyard under a blue sky.
Aerial view of a rural farmland landscape with green fields, trees, a farm building, and rolling hills in the background at sunset or sunrise.
Aerial view of a vineyard with rows of green grapevines, farming equipment, and workers tending to the plants.
A lush vineyard with rows of grapevines extends across a sunny, green landscape, with a forested hillside in the background and a clear blue sky overhead.
Close-up of grapevine leaves and small grape clusters under a bright blue sky.
Clusters of green, purple, and black grapes hanging from vine leaves in a vineyard with a clear blue sky.
Patio with beige lounge chairs and a table, overlooking lush green vineyards, rolling hills, and mountains under a clear blue sky.
Vineyard with green grapevines supported by trellises in a sloped field.
A young man with short brown hair smiling in a vineyard with green and yellow leaves, with blurred trees and a cloudy sky in the background.
A round wooden table set with two glasses of red wine, a bottle of wine labeled 'méhwa,' bowls of nuts and green olives, playing cards, and a gold fork. In the background, a fire pit with visible flames is present.