Claiborne & Churchill Vintners And The California Wine Revolution Historic Timelines

“A day without wine is like a day without sunshine.”

This quote does not originate with Clay but expresses his feelings. In a slightly different form, it is “a meal without wine,” attributed to the French gourmand Jean Anthelme Brillat-Savarin.

Personal Timelines – Youth & Education

Clay Thompson & Fredericka Churchill – Founders Of Claiborne & Churchill

Clay Thompson The Early Timeline – Youth & Education

Childhood:

Clay Thompson
Born: Little Rock, Arkansas
Date: September 19,1940
Strong connection to his family
Scion of two old Arkansas families
Legal Name: Claiborne Watkins Thompson
Parents: George Watkins Thompson and Jane Cockrill Thompson
Father’s Career: Airforce Officer
Travel Abroad: Clay and his family moved to Germany in his late teens and enjoyed German and European food, wine and culture.
Languages: Clay became interested in foreign languages, learning German, French, Italian and Swedish
High School Graduation: Class of 1958 Oakwood High School, Dayton, Ohio

College Years:

College Education: Entered Princeton University, Fall of 1958
Took a year off (1960-61) to study languages and live in Denmark, Germany, Italy and France
Princeton University, Graduated Bachelor of Arts German language, Linguistics and Philology in 1963
Fullbright Scholar 1963-64. Studied in Hamburg, Germany
Entered Harvard’University in the Fall of 1964 to study Northern Germanic Languages, especially Old Norse
Interested in Vikings and their culture
Research in Sweden 1967-68 for doctoral dissertation on Viking Age Runestones
Harvard’s Graduate School of Arts and Sciences awarded PhD in Germanic Languages and Literatures in 1969

Academic Career:

University of Michigan, Ann Arbor
Fall 1969 – Hired as a professor to teach Norse mythology and folklore, Norwegian language, and Icelandic sagas
Tenure – twelve years at University of Michigan
Head of Department – three years at University of Michigan
Published an award-winning book on Runic Inscriptions in Sweden: Studies in Upplandic Runography 1/1/1975, University of Texas Press

Significant Travels:

Frequent travels to scholarly meetings and research in Germany, Scandinavia, and Great Britain
Studied in Hamburg, Germany on Fulbright
Hiking the trails dotted with over 400 wineries in Alsace

Fredericka Churchill The Early Timeline – Youth & Education:

Legal Name: Fredericka Churchill
Born: Detroit, Michigan
Date: April 17, 1952
Parents: Frederic Churchill and Hildegard (Marx) Churchill.
Father’s Career: U.S Army Officer
Parents met in Germany at the end of WWII
Languages: English and German
High School Graduation: Plymouth High School in Michigan 1970.
Significant Travels: Lived and worked in Germany 1973-1974 where she developed a love of German Rieslings.
College Years University of Michigan, Ann Arbor
Bachelor of Arts in Germanic Languages in 1977
Master of Arts in Germanic Languages in 1979
Teaching accreditation 1980
Academic Career: University of Michigan
Teaching Germanic Languages 1980

Clay’s Drinking History:

Clay was introduced to wine when his family lived in Europe (1958-61). His first wine was a German Riesling.
In his twenties, he drank beer; in his thirties, he enjoyed drinking everything from Martinis and Manhattans to European wines and California jug wines.
Selected Alsatian-style Dry Rieslings and Gewurztraminers as flagship wines for Claiborne and Churchill in 1983.

Fredericka’s Drinking History:

Growing up with a German mother, Fredericka sampled many German Rieslings as a child at her family’s Sunday dinners.

Clay’s First Winetasting Of California Chardonnay:

In the 1970s, the wine world in Ann Arbor was just awakening to California wines of quality. “Wine Tasting” was new and a rarity but there was a local Wine Society that hosted tastings for society members. In 1980, Clay attended a Wine Society event as a guest and actually tasted a Chalone Vineyard Chardonnay in Ann Arbor, Michigan. The wine was made from Edna Valley Chardonnay grapes grown just south of San Luis Obispo in California! Chalone had sourced the fruit from Paragon Vineyard Co. to make wine for private label accounts. It was an eye-opener! This California Chardonnay rivalled French Burgundy, according to Clay. The tasting inspired Clay to visit the Edna Valley Vineyard the following spring, leading directly to his change of career and employment as a cellar rat at Edna Valley Vineyard.

Clay’s Favorite Food & Wine Pairings:

Dry Gewurztraminer and Asian food
Pinot Noir and Filet Mignon with Stilton Butter

Fredericka’s Favorite Food & Wine Pairings

Riesling with Seafood
Gewurztraminer with Asian food

The Timeline-California Wine Revolution Begins In 1960s

The 1960s

Wine Quality: Winemakers focus on transitioning from simple sweet wines to producing high-quality, elegant wines. New technology is introduced for fermentation and aging, including stainless steel tanks, temperature control, and French oak barrels.
Science: UC Davis conducts research by planting experimental vineyards to determine the best terroir, vineyard layout, irrigation, canopy management, and pest control for each grape variety.
Emphasis on French Grapes: Growers and winemakers prefer new French varieties, including Cabernet Sauvignon, Merlot, Pinot Noir, and Chardonnay.
Customer palates are changing: Restaurant owners become aware that preferences are gradually trending toward dryer wines and more sophisticated wines. This was firmly established by 1967.
Terroir: Identifying specific locations (terroir) and cultivating grapes to determine best locations and climates for vineyard placement.
Mentorship: André Tchelistcheff is described as the Godfather of American wine. He is remembered as the man who shaped the rise of California wines after the repeal of Prohibition. His knowledge and leadership raised the standards of grape growing and winemaking in California to a level of excellence never before seen in this region’s wine history. He mentored hundreds of growers and winemakers, and pioneered the sharing of technical data among winemakers in Napa County and throughout California. He served as a consultant on modern winery design and winemaking in San Luis Obispo County.
Friendship and Support: Communities of winemakers, wine lovers, and cellar rats shared their knowledge, experiences, and hard labor with one another to plant and harvest vineyards, establish wineries in garages, laundry rooms, cellars, warehouses, and barns. They built and shared equipment, designed their own wine labels, made wine, and bottled it together. They shared their wines, critiquing, celebrating, and marketing their craft together.
Fine Wine Shops: David and Judy Breitstein opened their fine wine shop, the Duke of Bourbon in Canoga Park in 1967. They often travelled to Napa to introduce themselves to the new winemakers and taste their wines, buying six to twelve bottles at a time to sell in their shop. They also started collecting these wines and have one of the most historical collections available to the public in California.

Found at Ridge Vineyards website.
(Photo Missing Howard Zeidler)

Birth of Key Wineries: Ridge Vineyards was founded in 1962 by David Bennion, Hew Crane, Charlie Rosen, and Howard Zeidler; they were four Stanford Research Institute engineers who formed a partnership to purchase the winery/vineyard property. David Bennion profoundly influenced San Luis Obispo County wine history by identifying the Benito Dusi Vineyard of Old Zinfandel vines planted in 1925 as the source for making award-winning Zinfandel. These men were interested in the stunning wines that can be made from premium fruit with little intervention. They made their first official Monte Bello Cabernet Sauvignon in 1962 and their first Zinfandel in 1966. Sections of the Monte Bello vineyards date back to the 1870s. This is just one example of a key winery founded in the 1960s that changed wine history. Beaulieu Vineyard, Inglenook, Charles Krug, and Louis Martini are also important examples.

The 1970s

Time Magazine describes winemaking as a modern, fast-growing, competitive industry with this headline, THERE IS GOLD IN THEM THAR GRAPES.

Photo of cover of November 27, 1972 Time Magazine issue. This copy is in the Wine History Project ephemera collection (EPH306).

Wine consumption rises rapidly: in 1972, Americans spent two billion dollars on wine, double what they spent in 1968. This is equivalent to 2.4 gallons per person.
The United States became known as the fourth-largest wine producer in the world in 1972.
Wineries offer free tours and wine tasting to attract new customers.
Wine Clubs are formed, offering discounts on wine and invitations to special events with membership.
Wine Shops develop educational newsletters, seminars, and tasting events for their customers to increase knowledge and sales.
The publication of wine books soars.
Gourmet cooking classes, cookbooks, and fine restaurants emerge, exposing more people to sophisticated and ethnic cuisines and wines. Julia Child becomes a celebrity.
UC Davis expands educational programs in Viticulture and Enology at the undergraduate level. Science becomes more important in wine production. Students study in laboratories to learn new skills. Students are encouraged to continue their education by applying to earn their Master’s and PhD degrees. Short-term educational seminars are made available at UC Davis for professional growers and winemakers throughout California.
More agricultural experts are assigned to counties to assist farmers in successfully planting and harvesting crops in California.
The Paris Tasting of 1976 shines the spotlight on California Chardonnay and Cabernet Sauvignon. The media travels to Napa County. The winning California wines are in demand.
The public has more access to wine. Wines are available in markets, wine shops, liquor stores, restaurants, specialty shops and wineries.

Timeline-Clay & Fredericka-Adult Years And Adventures

1969: Clay’s first job in academia is in Michigan.

Clay joined the faculty of the University of Michigan.

1970: Clay became chairman of his department.

He was recognized as the world authority on the ancient Scandinavian Language.

1975: Studies in Upplandic Runography by Claiborne Thompson is published 1/1/1975, University of Texas Press.

1978: Connecting with Old Friends

Clay attended his 20th High School Reunion at Oakwood High School in Dayton, Ohio.

1980: Clay’s 40th Birthday Celebration is celebrated as “Life Begins at Forty.”

Clay calls it “the perfect time for a midlife crisis.” In the winter of the midlife crisis, Clay experienced many sleepless nights worrying about his lack of enthusiasm for teaching Norse Mythology. He would often read a California Wine Travel book given to him by a friend during his darkest hours.

1980: Fredericka completes her education.

Fredericka completed her Bachelor’s degree and Master’s degree in Germanic Languages at the University of Michigan. She completed her training for certification to teach. She is dating Clay Thompson.

1980: Clay attends a Wine tasting as a guest at the Wine Society in Ann Arbor.

He is stunned by the quality of the Chardonnay and discovers it is produced by the Edna Valley Vineyard in San Luis Obispo County. He starts planning a visit to the winery.

1981: Vacationing on the Central Coast in May.

Clay presents academic lectures in New Mexico, Los Angeles, and Berkeley. Fredericka Churchill joins him for the drive along the California Coast. They enjoy wine tasting at several wineries in Santa Barbara County. Their last stop is for a pre-arranged appointment at the Edna Valley Vineyard in San Luis Obispo County.

1981: The Year of Transformation – Go for it.

Clay and Fredericka were welcomed by winemaker Gary Mosby and assistant winemaker Bruno D’Alfonso, both in their twenties and the sole employees of this recently built winery. Clay asked the two workers how he could get into the wine industry and they encouraged him to apply with the words “Oh, just get your foot in the door. This is California, the “go-for-it state,” just go for it.”

1981: The Epiphany

Clay and Fredericka were given a tour of the cellar in the Edna Valley Vineyard and tasted the 1981 Chardonnay from several different barrels, crafted from both old and new oak. Clay describes that moment as an “Epiphany” and a “wake-up call.” The result is verbalized by Clay so decisively, “The upshot was that I went home to Ann Arbor, quit my $30,000-a-year job at the university, sold my house, married Fredericka, said goodbye to my friends, told off my enemies, and went west (by Amtrak) to seek my fortune.”

1981: The Wedding

Clay and Fredericka were married on August 6, 1981, in Michigan.

1981: The Early Harvest of 1981

Clay and Fredericka arrived by Amtrak two days before harvest began at the Edna Valley Winery. It is remembered as one of the earliest California harvests on record. Clay went to work harvesting Pinot Noir, a physically demanding job more suited for an 18-year-old. Clay recalls losing 15 pounds in the first two weeks because of the labor needed to work with barrel fermenting and making Chardonnay by hand. Meanwhile, Fredericka was looking for work as well. She had Bachelor’s and Master’s Degrees in Germanic Languages; however, no teaching jobs were available. She often worked two jobs concurrently to make ends meet over the next decade at The Gabby Bookstore and a graphic design company known as Tintype Graphic Arts, a division of Blake Printers. She was eventually hired to teach German in the Foreign Language Department at Cal Poly in San Luis Obispo for a couple of years. The most important skills were learned when Fredericka worked for Chalone Wines as a sales representative in San Luis Obispo and Santa Barbara counties.

1983: Hiking Route du Vine of Alsace

A research trip and seminar in Freiberg, Germany, followed by a walking trip into the Alsace Wine region in France, opened up new possibilities for Claiborne and Churchill. Clay and Fredericka walked with backpacks along the Route du Vin of Alsace in France, visiting the region’s wine villages. They planned to visit with local vintners, tour local wineries, and taste the wines along this route.

During the trip, Clay and Fredericka tasted the dry Alsatian Gewurztraminers well known in Alsace. This wine inspired them to choose it as the hallmark wine of the future Claiborne and Churchill Vintners. When asked why they believed commercial success was possible with a wine, virtually unknown in the United States? Clay answered, “ We were naive. We had no idea how big the obstacles would be. And for several years, it looked like there was no end in sight.”

1983: The Founding Of Claiborne & Churchill Winery – The Focus

Clay made it clear that he wanted to produce his own wines; that did not include Chardonnay. He was interested in the dry wines produced in the Alsace region. Clay and Fredericka traveled to Alsace to taste their famous white wines: Riesling, Gewurztraminer, Dry Muscat, and Pinot Gris. The Edna Valley was famous for the premium grapes grown for Chardonnay and Pinot Noir wines. Clay and Fredericka had a vision of new wines to present to California and the courage to pursue their dreams. The terroir near the border of France and Germany was different from that of California. Clay and Fredericka knew they could purchase the Gewurztraminer and Riesling grapes in San Luis Obispo County and Monterey County to make the Alsace dry white wines they envisioned for California wine drinkers.

Clay was aware that several wineries in California were making Riesling and Gewurztraminer. However, the wines they produced were sweet or semi-sweet. Clay declared that his niche would be to produce dry wines in the Alsatian style. Clay has often said that he was an outlier. His ideas were unusual but not daunting to him; he had the confidence to make these new, dynamic wines. The focus was on specializing in “Alternative White Wines” or “Niche Wines” inspired by the dry white wines of Alsace. Clay says, “ we jokingly told our friends that we were going to make wines that nobody drinks with names no one can pronounce.”

1983: Claiborne & Churchill Winery – Conception To Reality Developing The Winery

In 1983, Clay and Fredericka started their own winemaking business “on a shoestring with no land, no grapes, and no winery.” Two years of experience taught Clay a great deal about winemaking; he was very flattered to be invited to make his first wines at the Edna Valley Vineyard with state-of-the-art equipment. His mentor was Richard (Dick) Graff. The winery owners set aside space in the cellar for Clay to make his own wine. Clay decided to source grapes from local growers.

Financing the Winery:
Clay and Fredericka borrowed $15,000 from relatives to buy 30 used barrels and 8 tons of grapes – Riesling and Gewurztraminer grown in the Edna Valley Vineyard. The first vintage (1983) produced 565 cases of Dry Gewurztraminer and Dry Riesling, inspired by the fruity but dry dinner wines of the French province of Alsace. Clay explains. “We had no money, no land, no grapes, and no winery.”

Production of the first vintage (1983) of Claiborne & Churchill:
Location: a corner of the Edna Valley Vineyard cellar, offered by Dick Graff.Sourcing grapes: Clay and Fredericka had to find the vineyards in California that were the best grapes for their wines and were dedicated to traditional European methods. Once they had identified the grapes, they were soon producing one of the finest dry Gewurztraminers in California. The first vintage was made with grapes sourced from Paragon Vineyard Co. Clay stresses that the relationship with the grower is vital to being successful in producing premium wines. He has built long-standing relationships with local growers in San Luis Obispo County.

Branding and Labeling:
The wine labels were designed by Fredericka’s sister, Madeleine (art director by profession), and printed locally by Blake Printery in San Luis Obispo.

Production: Details, Details, Details- The Claiborne & Churchill Mantra:
The wines were handmade, and the details of the production were labor-intensive. One example is the tasting. There are over 100 old oak casks with wine fermenting that must be tasted repeatedly on an ongoing basis. Clay insisted on fermentation in aged oak barrels and required the winemaker to wash the casks and transfer the wine into fresh barrels. According to Clay, “The use of wood for aging gives the wine more color, more body, and more texture. You can hold our wine up to a wine fermented in stainless steel, and the latter will look like water. You take good fruit in a good year at the right acid and sugar level, and you try not to get in the way of its development.”

1983 The First Vintage

The entire vintage, 224 cases of the 1983 Gewurztraminer, 128 cases of Riesling, and 211 cases of a blend called Edelzwicker, was sold out in the first few months. The wines were marketed to Wine Shops in Northern and Southern California. The wine sellers were thrilled to taste the new varietals, but the public was still infatuated with Chardonnay and Cabernet Sauvignon.

Public Reaction: Their wines were immediately praised by the critics and wine buyers, but the public was stuck on Chardonnay. It took several years before people were ready for something new. Sales: Fredericka and Clay sold their first vintage of 1983 wines to fine wine shops in the Bay Area, in Santa Barbara, LA, and Orange County. Clay and Fredericka brought samples of their wines to each sales meeting and were able to speak about their connection to Edna Valley Winery, which opened doors.

1984 The Second Vintage

Claiborne & Churchill wines were made in the cellar at Edna Valley Vineyard for a second time. Grapes were sourced from Paragon Vineyard in San Luis Obispo County and later at Ventana Vineyard in Monterey County.

1984 Marketing Claiborne And Churchill Wines

Fredericka worked on marketing their wines. She and Clay would go to wine tastings and try to educate people about the wine. The attendees often couldn’t pronounce the name; perhaps they did not even try. Most people believed the wines were sweet and did not even want to taste. Gradually, tastes began to change; people discovered there were more white wines to enjoy than Chardonnay.

Clay’s Comments:

“Before we had a wine club, Fredericka and I would make appointments with various fine wine shops and restaurants in major cities (in California), drive there and present our wines to each of the ‘wine buyers’, and hope for a positive response and possibly an order. As we got orders, we would pack up the truck and drive back the next week to deliver them and to visit other accounts.

This was an arduous process, but it was standard until we signed up with a broker or distributor, which didn’t happen for a few years.”

Advantages In Marketing Claiborne & Churchill Wines:

“We had a bit of an advantage in this endeavor because of the connection with Dick Graff and Chalone. Chalone wines were in huge demand and very hard to get, and Dick made sure that the Edna Valley Vineyard wines aimed for that same niche. Since I worked at Edna Valley Vineyard for five years and we made our wine there for the first three years, we had a bit of the same cache and “got our foot in the door” where other new wineries didn’t.”

1984 Building A Customer Base – Friends Of The Winery (FOWs)

Before our official Cellar Club was launched, we had a number of customers and friends who’d order wine from us and get a discount. We called them “FOWs”.

1985 The Third Vintage

Claiborne & Churchill wines were made for the third season in the cellar at Edna Valley Vineyard. Grapes were sourced from vineyards in San Luis Obispo County and Monterey County.

1986 The Fourth Vintage – Clay expands his career.

Clay resigned as a“cellar rat” from Edna Valley Vineyard to concentrate on his winemaking at Claiborne & Churchill. Claiborne & Churchill moved to a warehouse in an industrial park in San Luis Obispo. The industrial park was known as the Gourmet Ghetto. Clay began his new career as a wine consultant, working in San Luis Obispo and Santa Barbara counties.

1986 Making Chardonnay at Chamisal Vineyards – It scored 91 points from Wine Spectator three years later in 1989.

Clay was approached by Norman Goss, founder of Chamisal Vineyards, to produce the 1986 Chardonnay. Chamisal Vineyards, founded in 1973, is recognized as the first grower to plant Chardonnay in Edna Valley. The 1989 Wine Spectator gave the 1986 Chardonnay a rating of 91.

1986 Daughter Elizabeth Thompson is born.

Elizabeth learns winemaking from the top down, gazing from the stylish backpack her mother used to transport her baby through the winery.

1986 Claiborne and Churchill Wines are presented in Clay’s hometown, Little Rock, Arkansas.

Clay’s signature wines, Gewurztraminer and Edelzwicker wines, hometown were presented in Little Rock. The Gewurztraminer, fermented dry but containing marvelous fruit flavors, was served with fish topped by a Creole sauce at the luncheon held at the Capitol. The Edelzwicker (a blend of Riesling and Gewurztraminer) had been enjoyed at a recent tasting in Hot Springs, Arkansas, where it was voted the top wine of four white wines. Clay traveled to Arkansas to present his wines. They are currently being sold on retail shelves in Arkansas.

Source: Arkansas Gazette, February 12, 1986, Wine Line Column by Bob Stover

1987 Clay works as a consulting winemaker in San Luis and Santa Barbara Counties.

Clay continued to make the Chamisal Chardonnay wines in 1987, 1988, and 1989. Lori Dixon, an employee at Chamisal, praised the changes in their Chardonnay when Clay Thompson started making the wines in the style of the great wines of Burgundy. He produced a crisp, full-bodied chardonnay filled with fruit and oak flavors. Clay also produced a Rosé with Chardonnay grapes for Chamisal in 1987. Clay’s reputation as a wine consultant spread; he worked with clients in Santa Barbara County as well as San Luis Obispo County.

Source: 1990 New York Times, Fare of the Country, The Vineyards Far South of Napa, written by Robin Garr. and published on October 28. The “far south vineyards” are those of the Edna Valley. The article states that a disproportionate number of awards have gone to Edna Valley Vineyard.

1988 The Sixth Vintage The Decision To Purchase Grapes Instead Of Planting Their Own Vineyard

Clay described the advantages in purchasing grapes from growers for his wines. The winery is not dependent on a single crop, which reduces the risk of damage by Mother Nature. He notes that consistency of the quality and style of the grapes is based on developing long-term relationships with growers. Quoting Clay, “it’s all about relationships. We seek growers who share the same values as we do, and we develop and maintain close relationships with them. We don’t tell them how to grow it. They know what we like and we know they’ll deliver it. It is a community effort.” Clay has been buying premium Riesling and Gewurztraminer grapes from quality vineyards in Santa Barbara and Monterey Counties since 1988.

1990 A Haunting Gewurztraminer

“This silken wine…haunted me. It was easily the most magnificent wine of the afternoon’s tasting.” Robert Lawrence Balzer, Wine critic for the LA Times.

“Through the years that I’ve been writing this column, I’ve sung my most passionate praises about a wine with a funny name that sounds more like a sneeze than a noble nectar – Gewurztraminer.

Centuries ago, astute German grape growers discovered that some vines in the northern Italian village of Tramin produced exceptionally wonderful grapes that had a most exotic richness. These clonal variants of Traminer vines were dubbed gewurz, German for spice.

But when most people think of spice, they think of cinnamon, clove, or pepper, all of which Gewurztraminer is not. The incomparable taste of this grape suggests a tropical litchi nut, or pink grapefruit, or of the haunting perfume of grandiflora roses. But these nuances occur only if the grapes are picked at maturity, when clusters turn from greenish to blush-pink. Peasant growers in Alsace say you have to sleep in the vineyard to catch these grapes at the moment of ripeness. Picked too early, they have no lusciousness or perfume; picked too late, the acidity level drops, resulting in flat wine. Just right, the grapes make a fantastic wine.

Speaking of more-than-worthy wines, I encountered one on a Sunday afternoon at the 10th annual Winefest in Irvine to benefit the Orange County Philharmonic. More than eighty California wineries poured their best for more than 500 wine lovers. Among the vintners were Claiborne Thompson, who offered me his 1987 Gewurztraminer ($8). I tasted it and was absolutely flabbergasted.

This silken wine, labeled Dry Alsatian style – no residual grape sugar had a bouquet of litchi and roses. It would be ideal with Cajun, Thai, or Mexican foods.

As I progressed from winery table to winery table, sampling other very fine California wines, the Gewurztraminer haunted me. I went back to the Claiborne and Churchill table for another sample. It tasted even better the second time. It was easily the most magnificent of the afternoon’s tasting.”

Source: Balzer on Wine, Los Angeles Times, June 17, 1990

Awards The Best Of 1990 Claiborne & Churchill 1987 Gewurztraminer

Los Angeles Times Magazine – The Best of 1990
Wine Critic: Robert Lawrence Balzer
December 16, 1990
The White Wine category
Claiborne & Churchill, Edna Valley
1987 Gewurztraminer $8.00

1990 Wine Critic Dan Berger

Los Angeles Times Wine writer Dan Berger from the LA Times visited the Winery, and this is his description of it: “A visit to the Claiborne & Churchill winery in San Luis Obispo is a lesson on how to do it yourself. Located in a business park, the winery appears, from the outside, to be a machine shop or book bindery. Inside, it is Spartan. There are the old barrels (Thompson doesn’t want noticeable oak in his wine, so he uses old barrels) and the barest necessary equipment to make fine wine. And to show you how difficult it is to make it rich selling Gewurztraminer, the winery has yet to buy a computer. Clay and Fredericka use mobile equipment for bottling and labeling. Although the winery has the facilities to crush a small quantity of grapes – about two tons – the crush is usually done at another winery.

1990 Expanding Claiborne & Churchill Wines

Clay and Fredericka purchased a home on a six-acre parcel in Edna Valley with frontage on Highway 227. Their architect, Marilyn Farmer, suggested focusing on sustainability. Plans for a rice bale winery in the design of an Alsatian barn were approved. It was the first commercial winery designed and built with straw bale construction to provide ecological benefits such as consistent interior temperatures instead of heating and air conditioning systems. Fredericka and Clay start the planning process to build a winery on this commercial winery built in California with thick walls to maintain a constant cool temperature in the winery, eliminating air conditioning. It was completed in 1996 with the assistance of forty friends and colleagues who helped build the walls, inserting the rice bales, including a young Mike Sinor, founder of Sinor-LaVallee, with his wife in Avila Beach. It was the first commercial strawbale building in California and obviously the first strawbale winery. A delicious lasagna dinner was served with Clay’s wines to thank everyone for their contributions.

1991 Morris Miller Flies From Washington DC To San Luis Obispo

The publisher of the Morris Miller Newsletter in Washington D.C. flew into Santa Maria and drove to the business park where Clay and Fredericka were producing their wines in San Luis Obispo. As Morris describes it at his first glance, “there sandwiched between a book bindery and a machine shop was the sign Claiborne & Churchill Vintners. One is immediately struck by the simple surroundings: a small office in front, a desk, and a few file cabinets with a door that leads to a very clean winery that is clearly under the domain of one man. Clay greeted me warmly, showing me around; it was easy to see what made him unique. He took the time and expense to ferment half of his wine in oak. Clay ferments one-half in stainless steel at a cool temperature; the rest of the juice is fermented in older neutral American oak. He prefers to use as little inoculating yeast as possible, using the natural yeast present on the skins of the grapes at harvest. This keeps the fermentation cooler and active for a much longer time. Therefore, his wines are captivatingly rich, complex, vivid, dry, and wonderfully aromatic. Wines that gain in complexity with every sip.” Morris wrote his tasting notes on the 1989 Dry Alsatian Style Riesling selling for $7.99 and the 1989 Dru Alsatian Style Gewurztraminer selling for $7.99

Source: Morris Miller Newsletter, The Domaine Zind Humbrecht of Claiborne and Churchill. The exact date of publication is unknown.

1993 Award: Wine Of The Week – Decennium II

Claiborne and Churchill 10th Anniversary Wine
Source: Los Angeles Times, Thursday, October 28, 1993
Production is 2500 cases.

1994 Award: Best In Market Decennium II

Wine Spectator
Best in Market – December 15, 1994
Claiborne & Churchill Decennium II
A score of 82 – Light and lively with intriguing spicy flavors. Easy to sip now. $11

1995 Award: Wine Spectator Top Picks In New Releases – Best Buys

Claiborne & Churchill Gewurztraminer Central Coast Dry Alsatian Style 1993
Crisp and a little austere. This California Gewurz is dry and begins with a little reserve, then offers a haunting whiff of spice on a long finish. 1,810 cases made.
Drinkable now. The price is $10.

1995 Cellar Club established with 50 new members.

“I first got a whiff of the Wine Club idea when I was a consulting winemaker for a guy down in Santa Barbara County, in the early ’90s. So it wasn’t long before we decided to found our Cellar Club. Parents, relatives, old college roommates, and various friends were contacted. That’s how we started. Fifty members in the first year, a hundred, two hundred, year by year as we grew to 1500 today.

1996 The Winery Moves To The Edna Valley In 13th Year

Fredericka and Clay built the first sustainable winery in California and the United States. It was carefully designed by local architect Marilyn Farmer in San Luis Obispo. The walls are 16” thick and made with wood framing to hold rice straw bales in place. The rice materials were collected in the Sacramento Delta. The unique post and beam building techniques utilize bales of rice straw for the construction. These walls are then plastered over with stucco to make them impervious to fire and water. The bales provide insulation so the building maintains a constant temperature without the need for heating or air conditioning devices. Clay describes the construction of the walls as a community event. The walls of the barnlike structure were raised in the traditional manner with the sweat and hard work of 40 friends. They were rewarded with wines and dinner at the end of the day, served by Clay and Fredericka. The winery was completed early in 1996. It was up and running by January 31.

1996 The Cellar Club doubled its membership to 100 in its second year.

1996 Claiborne & Churchill Wines are sold in Ann Arbor, Michigan.

1996 Award by Wine Enthusiast

American Chardonnay – State of the Art
Claiborne & Churchill MacGregor Vineyard Chardonnay received 89 points
“From mythology professor-turned-winemaker Clay Thompson, noted for Riesling and Gewurztraminer, a stunning multilayered Chardonnay. Altogether beguiling. $17”

1997 Roll Out The Barrels, a Springtime Passport Event on Saturday, May 10, from 11 A.M. to 4 P.M. Guests bought a pass and traveled from winery to winery to taste wines, and enjoy food and music. Claiborne & Churchill participated in the local wine events and celebrations annually, such as Roll Out the Barrels.

1997 Seventh Annual Harvest Celebration

Saturday, November 1, at the Edna Valley Vineyard, at 2585 Biddle Ranch Road, in rural San Luis Obispo.

Claiborne & Churchill participated with 21 other wineries. The participants included: Alban Vineyards, Au Bon Climat, Baileyana, Carmenet Vineyard, Claiborne and Churchill Vintners, Corbett Canyon Vineyards, Cottonwood Canyon, Edna Valley Vineyard, Hart’s Desire Wines, Kynsi Winery, Laetitia Vineyard, Maison Deutz, Meridian Vineyards, Mount Eden Vineyards, Nichols Winery, The Ojai Vineyard, Piedra Creek Winery, Saucelito Canyon Vineyard, Seven Peaks, Stephen Ross, Talley Vineyards, and Windemere.

1998 Twelve-Year-Old Daughter Elizabeth Thompson Conducts Scientific Study Of Temperature In The Straw Bale Winery

Elizabeth designed a study to monitor fluctuations in temperature in the new straw bale winery. She measured the temperature over a period of time and found that the temperature did not fluctuate, which was ideal for storing wine. The project was illustrated and presented to her classmates in science class.
It was published and can be found in the tasting room.

1999 Claiborne & Churchill Showcased In Switzerland

Clay Thompson and Fredericka Churchill traveled to Switzerland in July 1999 to present their exceptionally dry white wines, Gewurztraminer and Riesling. In 1998, a Swiss wine distributor visited wineries on the Central Coast. His name is Karl Buzay, owner of the American Wine Factory, who was searching for new vintages in the United States. He visited the tasting room anonymously at Claiborne & Churchill. Clay’s response, “Because we make wines that are inspired by certain wines in Europe, I was kind of surprised that a European would be interested in them. Buzay was very impressed with the wines and announced that he would import 50 cases of the wines each year (about 1% of the winery’s production each year.) He plans to sell the wines in his retail store and on his website, as well as directly to Swiss Restaurants. Clay and Fredericka held a full day of wine tastings at Karl Buzay’s. They described the highlight of the visit was a winemaker’s dinner hosted by Restaurant Krone, near Zurich. Each of the seven courses was paired with a Claiborne and Churchill wine. All discussions and accolades were in German; both Clay and Fredericka are fluent in the language.

2000 The Hospitality And Tasting Room In The 21st Century

A visit to the tasting room in the year at the beginning of the 21st century provides the following experiences. Fredericka focused on the day-to-day operations of the winery. Each Tuesday and Wednesday, both Clay and Fredericka work in the tasting room, greeting guests and serving their wines. Fredericka is the landscape designer and gardener of the peaceful seating areas around the Strawbale Winery, with a rustic appearance of a barn with brightly painted doors and windows. Fredericka is also the baker of kugelhops for guests. They continue to serve their famous Riesling and Gewurztraminer wines, which are well known for complementing Thai and Pacific Rim cuisine as well as sushi and seafood. However, Clay is now making twelve other varietals in small quantities. These new varietals include red wines such as Pinot Noir, Cabernet Sauvignon, and Syrah. Special wines including a Port, a Brut Sparkling Rose, and Cuvee Elizabeth, a dry Rosé celebrating thirteen-year-old daughter Elizabeth Thompson, who designed the label on her wine. These wines are available to the tasting room or through membership in the Cellar Wine Club.

2000 Local Grape Growers Partner With Claiborne & Churchill

A group of homeowners who lived on nearby Twin Creeks Way each planted a few acres of Pinot Noir a few years earlier and decided to bring their harvest to Clay to see if he was interested in buying their first harvest of Pinot Noir. The homeowners shared the vineyard management and wanted to work with a winery that would make a first-class Pinot Noir with their grapes. Claiborne and Churchill produced the first Twin Creeks Pinot Noir in 2001. The flavor profile was unique. The homeowners work with the winemaker to maintain and improve quality. Clay welcomes them on the crush pad and in the wine cellar.

2001 Praise In Gourmet Magazine From Wine Writer Gerald Asher

Wine critic Gerald Asher, noted in his article “Starry Night” published in Gourmet Magazine, noted “the refreshing wines we like to sip outdoors on warm evenings may not always go well with the spices and sauces that tempt us to the table when temperatures soar.” He then praises Claiborne & Churchill’s 1999 Central Coast Dry Riesling as the exception. “Light gold to both eye and palate, it is possibly California’s best Riesling and loses nothing when compared to its Alsace cousins. The cost is $14.” Gourmet Magazine June 2001 Page 80.

2002 Claiborne & Churchill expand production of Syrah and Pinot wines.

An article in the Business Column of the SLO County Journal in October 2002 notes that the production of the classic noble red wines of Syrah and Pinot wines are increasing in the Edna Valley appellation. These red wines are capturing the world’s attention just as Chardonnay did in the 1970s. Clay Thompson was interviewed for the article and reminded the journalist that he has been making Pinot Noir and Syrah ever since he started his winemaking career 1981.” Thompson explained why the Pinot is exceptional. “ When Pinot has found a home, with the right combination of soils, climate, cultural practice, and winemaking, there are few wine experiences that can rival the hedonistic sensory pleasure it brings.” Clay plans to increase his production of these wines now that the reds have found a permanent place on the tasting room tables. But that said, Clay made it clear that he will not make less of their signature white wines. He stressed that Riesling is the “king of food wines” according to experts, and both Claiborne & Churchill Riesling and Gewurztraminer are delicious with a variety of complex and exotic dishes. The journalist noted that each year, more and more wine aficionados are discovering the distinctive wines of Claiborne & Churchill, increasing the number of visitors monthly.

Source: SLO County Journal, October 2002, Business Column by Kathy Marcks Hardesty.

2003 The 20th Anniversary Of Claiborne & Churchill

Clay and Fredericka published an article describing their 20th anniversary, current wines, and their winemaking techniques. You will find their summary below.

“Grapes are purchased from vineyards in the cool maritime valleys of the Central Coast. About two-thirds of these wines remain our signature wines, the Dry Riesling and Dry Gewurztraminer, which are sold throughout the country (and abroad) by a network of brokers and distributors. In recent years, we have acquired access to high-quality Pinot Noir vineyards here in the Edna Valley and are increasing our commitment to Pinot Noir. A variety of other wines, including Chardonnay, Pinot Noir, Syrah, Cabernet Sauvignon, as well as other wines in the Alsatian style (Pinot Gris, Dry Muscat, and an Edelzwicker) are produced in small lots and can be purchased directly from the winery.”

“At Claiborne & Churchill, traditional European winemaking techniques prevail, including extensive use of barrel-fermentation and barrel aging (even with Riesling and Gerwurztraminer), minimal manipulation of juice and wine, “natural” or spontaneous fermentation using indigenous yeast, and limited use of SO₂, all in the belief that the winemaker’s task is to bring out the flavor of and character that is latent in the grape. Our aim is to create pleasurable wines in which there is a harmonious balance of fruit and oak, structure and texture. We are now producing 5,000 cases.” Clay Thompson created a commemorative Jubilaum wine in which he blended five different varieties of wine from all 20 vintages on the label. This special bottling was available only in 2003.

2003 Gold Medal Claiborne & Churchill 2001 Riesling

Claiborne & Churchill Vintners Riesling was the sole American wine to take a Gold Medal at the annual Riesling du Monde competition in Strasbourg, France.

2004 Awards Wine Enthusiast November Issue

“World Series of Pinot Noir” 90 Points Claiborne & Churchill 2002 Pinot Noir (Edna Valley) $16. “What a lovely wine. It showcases the success that Edna Valley enjoyed this vintage. Rich, oaky forest floor, mushroom, spice, and tomato notes. Red Stone fruits also are in the complex flavors. Fairly tannic and bone dry with great balance, this is a wine that will benefit from mid-term aging or decanting.” The wine sells for $16.

2004 Awards Wine Enthusiast November Issue

“World Series of Pinot Noir” 90 Points Claiborne & Churchill 2002 Twin Creeks Pinot Noir (Edna Valley) with refined structure and lovely flavors of cola, sassafras, orange peel and red tart cherries. Very dry with firm tannins, the wine is closed now and will benefit from hours of decanting.” The wine sells for $33.

2004 Claiborne & Churchill Third Flagship Wine – Pinot Noir

Clay Thompson describes Pinot Noir as “a warm, powerful wine in a velvety cloak that doesn’t beat you over the head.” Clay’s sales increased after the awards. He had produced 1000 cases of each award-winning wine. “Our California distributors have doubled their orders. Also, new people who have never been to our winery are calling and asking for cases. Clay announced that the varietal will join the dry Riesling and dry Gewurztraminer as flagship wines. It was very meaningful to winemakers in SLO County to see other local wineries scoring in the 90s with the extraordinary 2002 Pinot Noir, including Talley Vineyards, Stephen Ross Wine Cellars, and Baileyana. 2002 was a “textbook” growing season with ideal temperatures and very few heat spikes. This led to smaller harvests than in previous years so that flavors were more concentrated. Clay mentioned that Pinot Noir enjoys more of a cult following and likely will never become as popular as Cabernet Sauvignon or Merlot. As Clay says. When it’s good, it’s the best there is. But it is hard to make because it’s fickle, sensitive. It will never have mass popularity, but it will never fade away.

Source: The Tribune San Luis Obispo, October 29, 2004 Article titled: Pinot Noir: Wine Enthusiast Magazine Features SLO Vintners – Poor cousins see their day in the sun by Michaela Baltasar in the Wine Notes Column.

2005 Planting Of The Claiborne And Churchill Vineyards

The vineyards of Claiborne & Churchill were planted and included 2 acres of Riesling and half an acre of Pinot Noir.

2005 Wine Critic: Our Picks – Drink Dessert Wines

“Claiborne & Churchill’s 2004 PortObispo is the perfect port for those who have not yet acquired a palate for this fortified and generally strong wine. While neither excessively sweet or hot, this Port-like wine blend includes the varietals Pinot Noir, Cabernet Sauvignon and Petit Syrah. Although it would pair nicely with semi-sweet chocolate, we prefer enjoying this port by itself.”

Source: Central Coast Magazine July/August issue page 43, 2005 edition or 2006

2005 Awards Double Gold For Claiborne & Churchill Pinot Noir

Best Pinot Noir in California at the California State Fair in Sacramento.

2005 San Luis Obispo County Wineries Presented In A New Book

Winewriter Janet Penn Franks profiles 60 of the area’s premier wineries. This is the most accurate listing in 2005 with outlines of the landscapes, the history, and contact information. She described Claiborne & Churchill: “Among the many wineries of the Edna Valley, there is one that stands apart from the rest in its winemaking style. Claiborne & Churchill Winery has created an unrivaled and successful niche by specializing in dry versions of traditionally ‘soft-sweet’ Riesling, Gewurztraminer, and other fruity wines.”

2007 Pinot Gris Recommended By Wine Writer For Wine Enthusiast

The February issue of the Wine Enthusiast recommends the Claiborne & Churchill 2005 Pinot Gris at $18 for “ its creamy opulence of chard with honeyed melon, pineapple, and peach custard flavors. There is firm acidity and a minerally core that gives the wine backbone.”

2007 New Winemaker At Claiborne & Churchill

Clay reduces his winemaking role and promotes Assistant Winemaker Coby Parker-Garcia to Winemaker.

2008 Claiborne & Churchill celebrates 25th Anniversary of winemaking.

“I guess after 25 years of hard work, you can say we are an overnight success.” San Luis Obispo, California, Claiborne and Churchill Winery. Source Touring and Tasting, page 120. Author unknown.

Celebration – the Silver Anniversary. The winery produced 10,000 cases of wine and 14 varietals: Riesling, Gewurztraminer, Chardonnay, Pinot Noir (6), Syrah, Cabernet Sauvignon, Pinot Gris, Dry Muscat, and Edelzwicker.

2009 Elizabeth Thompson Graduates From Cal Poly In San Luis Obispo Cum Laude

First job is an administrative position at Chiat Day Advertising Agency in Los Angeles.

2010 Central Coast Wine Classic Honorees

Clay and Fredericka are the 2010 Central Coast Wine Classic Fine Wine Honorees. They are producing 10,000 cases of wine per year by 2010. Winemaking techniques: Traditional European winemaking techniques prevail, including extensive use of barrel fermentation and barrel aging, minimal manipulation of juice and wine, natural or spontaneous fermentation using indigenous yeast, and limited use of CO2 in the belief that the winemaker’s task is to bring out the flavor and character that is latent in the grape. The goal is to create pleasurable dinner wines in which there is a harmonious balance of fruit and oak, structure and texture.

The Central Coast Wine Classic was an event that highlighted the winemakers and the wines of the Central Coast from 1985 to 2017. Founder Archie McLaren’s mission was to introduce wine lovers and collectors to local winemakers on the Central Coast. He brought visitors from Europe and around the United States to the Central Coast to taste the wines and meet the winemakers. During several days of educational seminars, dinners, wine tastings and tours, Clay and Fredericka were celebrated for their wines and contributions to the wine culture of San Luis Obispo County. Archie describes the moment, “These extraordinary and remarkably interesting, gracious and generous individuals, highly valued members of the Central Coast Wine Classic Family, have substantively and enthusiastically supported the Wine Classic over the years. It is a significant joy for us to continue to share the fruits of Clay and Fredericka’s endeavors and recognize them as 2010 Central Coast Wine Classic Fine Wine Honorees.”

2018 Pinot Noir is now more than half of Claiborne and Churchill’s production under the watchful eyes of winemaker Coby Parker-Garcia.

He sources grapes from Twin Creek and Greengate vineyards. (Winewriter Matt Kellerman)

2019 Assistant Winemaker Zack Greers is promoted to Winemaker.

2020 COVID Lockdown

2021 Claiborne & Churchill Winery was featured in the first comprehensive local wine history, San Luis Obispo County Wine – A World Class History by Libbie Agran and Heather Muran, Wine History Project, published by American Palate A Division of The History Press, Charleston, South Caroline.

2022 Elizabeth Thompson married Andrew Paisano in her parents’ backyard followed by a reception at the winery on October 8, 2022.

2023 Celebration of the 40th Anniversary of Claiborne & Churchill Vintners.

Today, Claiborne is nicknamed “Godfather of Gewurztraminer” by his employees. The couple is celebrating the 40th Anniversary of their SLO winery Claiborne & Churchill throughout the year with highlights including a winemaker dinner with Brian Collins, chef and owner of Ember Restaurant in Arroyo Grande, on June 7, as well as live music on Fridays through September, switching to Sundays in October. Source: The 40th Anniversary New Times June 22, 2023 page 35.

***2023* *Retiring from Wine Making and Marketing to Enjoy Hospitality.***

Clay and Fredericka have reduced their roles in management. Daughter Elizabeth Thompson is now director of sales and marketing. Angela Gloeckler is General Manager, Brook Thompson (no relation) is Wine Club Manager, and Zack Geers is Winemaker.

2023 Elizabeth Thompson and Andrew Paisano welcome their son Benjamin Claiborne Paisano the day after Christmas, December 26.

2024 Award Best Of SLO County

The local weekly, New Times, has conducted research annually to determine the best business award in a variety of categories. In 2024, Claiborne & Churchill was celebrated as the Best White Wine Winery in San Luis Obispo County. In addition to dry white Alsatian wine, red wines are produced, including six or seven varieties of Pinot Noir and Rhone-inspired wines. Grapes are sourced from their 2-acre Riesling Vineyard and other local vineyards to produce about 5,000 cases annually.

2025 Award Best Of SLO County
Claiborne & Churchill is celebrated once again this year as the Best White Wine Winery in San Luis Obispo County.

Claiborne & Churchill is known for the warm hospitality, delightful weekly musical events, trivia nights, special food and wine tastings, and sipping wine in the garden with Clay and Fredericka. The Cellar Club has over 1500 members. The varietals produced are Gewurztraminer, Riesling, Pinot Gris, Muscat, Chardonnay, Pinot Noir, Syrah, and Grenache.