This being our first time participating in BerserkerDay, I’d like to give a little background about myself for those who decide to purchase, so that they know who they are supporting beyond Justin.
I was born in Santa Barbara and grew up in Santa Barbara County. In my youth I participated in 4H, and later FFA; little did I know that Agriculture would be such a significant part of my adult life as I was convinced my path was Film & TV production or making skate videos at the very least. While working as a news editor for a Santa Barbara area CBS affiliate, our station was purchased and like the entire local news industry, they began to consolidate leaving most of us without a job. While contemplating my next move I picked up some freelance work for a hotel group that wanted to promote wine tourism, this was my first introduction into wine (outside of our high school vineyard that I tended to as quickly as possible so I could leave early and skate). Working on this project I soon realized the beauty of this area that I had taken for granted all my life, I began to understand the hard work and efforts of the vineyard workers, the grueling hours of vintage, the welcoming hospitality of the staff in each tasting room I visited; this whole thing was special, and I wanted to be a part of it.
I started working in the Sta. Rita Hills while simultaneously going back to school at the local college for wine marketing. After grinding in this industry for about 4 years I was introduced to Justin. I was given the opportunity to work with his Lieu Dit Wines, and soon the Tyler wines. Back then it was just me, his assistant in the cellar, and him. We were a small but effective team and the roots Justin had laid were starting to come to fruition.
This leads into why I wanted to tell my personal story, and from here this is my personal sentiment (independent of me being “on the clock”). I have lurked this forum over the years and have read the rumblings about Tyler’s pricing. My hope is to add context into what Justin, and our team, have established. In just a few months I will be celebrating my 8-year anniversary at Tyler, I like to think that is quite the feat in an industry that sees so much turnover.
I have remained at Tyler because first and foremost, I am a believer in Justin. Those who have met him will comment on his intensity, focus, and commitment. All traits that I failed to see in previous employers. Tyler is not a lifestyle brand, we have proudly avoided playing up all the kitschy ways you can sell wine or build a brand, and instead have let our product speak for itself over the years. The success and growth of Tyler in its 17 years is the epitome of the American dream for any small business owner. We have gone from employing 2-3 employees to now employing 12 full time employees (not including our farming company), and we will be adding more this year! While our business is just a drop in the bucket, creating any number of jobs in your own community is an accomplishment to be proud of. At Tyler, we are proud to create these opportunities, we offer wages above the industry average, a 401K retirement program, and 100% employer backed health care for all our full-time employees. This all might sound as standard stuff in most industries, but when I started 8 years ago, that was so far from the case in this industry, and unfortunately is still not the norm through today. We (as an industry) lose so many talented hospitality workers to low wages and lack of benefits. Earning the compensation and benefits I receive at Tyler has allowed my wife and I to purchase our own home, raise two wonderful daughters, and given me a career path to continue growing, while not feeling priced out of the area I grew up in.
I say all this so that those considering supporting us will see the value in what they are purchasing. I didn’t even discuss the increasing labor costs for a brand that chooses organic practices, or the doubling of the cost of our American made glass, and so on. Along with receiving some seriously good wine, know that your money is going to an independent, small business that values its employees.