Sam Parra is a Napa Valley native deeply rooted in the wine industry. Born and raised in St. Helena, CA, he comes from a family with generational ties to the region – including wineries like Robert Mondavi, Milat Vineyards, Monticello Vineyards, Buehler Vineyards, Barnett Vineyards, and Guilliams Vineyards – dating back to the Bracero Program of the 1950s. After graduating from Sonoma State University, Sam began his wine career at Pine Ridge Winery working with the famed Gary Andrus. Over the years, he has worked with esteemed wineries in Napa and Sonoma, learning about wine allocations and production management from industry leaders like Rochioli and Cardinale.
In 2016 Sam relocated to Oregon and released his first wines under his label in 2019. With a focus on quality and tradition, he sells his wines through a subscription-based mailing list, blending expertise with a passion for winemaking. Media Inquiries: parrawineco@gmail.com | https://www.parrawineco.com/
What’s the ONE THING most unique, authentic, & memorable about your brand?
Parra Wine Co. is a domestically Latino-owned wine brand recognized for creating Tómalo Frío, which means “Drink It Cold” in Spanish. During Hispanic Heritage Month last year, NAKED Wines awarded my company a $10,000 grant as part of an initiative to support Latinx wine brand owners.
The name Parra means “vine” or “trellis,” and the company’s “P” logo resembles an old vine with three ridges, symbolizing three generations in the wine business. My grandparents came to the U.S. through the Bracero program and worked in Napa Valley vineyards, and I was inspired by their sacrifices. Growing up in St. Helena, I entered the wine business at 21 and later relocated to Oregon to pursue their vision.
In 2017, I began saving money for my own company by working in winery hospitality and joining bottling crews. By the 2018 harvest, they had saved enough to process two tons of grapes, establishing Parra Wine Co. Today, we offer a boutique selection, including canned wines and budget-friendly half-bottles like Tómalo Frío.
Describe how and what you’d do with your winemaking career or winery business if you were not constrained.
The big dream question! I would own a winery and vineyard nestled in the rolling hills of the Eola-Amity Hills AVA, with fruit sourced entirely from the great state of Oregon. In addition, I would have a boutique winery in my hometown of St. Helena, collaborating with my uncle’s Napa-based label, Vinos Unidos, to honor our hardworking ancestors.
Here’s the fun part of what Parra Wine Co. would offer: cruise line tours in various parts of the world, featuring Latin-themed parties. These cruises would celebrate the global Latinx community’s love for food, beverages, and music. The cruise option would also provide a unique way to engage and retain wine club members by offering a memorable experience beyond traditional winery-based events.
What is the One Wine most emblematic of your brand and/or winemaking style? Tell us its story.
My most emblematic wine is Tómalo Frío, which earned a $10,000 grant from Naked Wines. This low-alcohol wine is designed to be enjoyed over ice, which enhances its hibiscus and cinnamon tea flavors. Inspired by the Mexican agua fresca known as Jamaica, commonly found in taquerias and restaurants, this wine transforms a traditional beverage into an adult version.
With Tómalo Frío, I celebrate my heritage while offering a modern twist. Packaged in half-bottles, it provides a budget-friendly option for younger consumers, uses lighter glass packaging, and aligns with the growing trend of infused and flavored wines. Read the wine review by clicking here.
What’s the one thing people would be surprised to learn about you?
My daytime job is in a different field but deeply rewarding, as it allows me to use my bilingual skills to help others. I work as the Community Relations Officer for a credit union, a role I began this past February despite having no prior banking experience. I cover seven counties in Oregon, attending school and community resource fairs, giving presentations on career pathways and financial literacy, and managing sponsorships for local nonprofits. This includes attending galas and other public events to represent the credit union.
In addition to being the “hype man” for my own wine company, I bring the same energy and enthusiasm to this role, combining my passions and natural networking abilities to build connections and make a positive impact.