The Art of the Launch: Ex-Apple Executive Shows The Wine Industry How Its Done

Launching a new wine brand is a delicate artistry, akin to walking a tightrope hundreds of feet above a pit full of alligators. One wrong step and you're toast, especially when your expertise is in a totally different industry. It’s not just about the juice that goes into the bottle, but all aspects of the product must be scrutinized, re-thought, over-analyzed, workshopped, then re-evaluated again before they are to see the light of day. But then some individuals are uniquely positioned to take matters into their own hands and apply their expertise from another field, directly applying it into the wine world like they were meant to be there from the beginning. Like it was fate, calling their name and directing their passion and follow-through.

This is the case with Xander Soren—who last week launched Xander Soren Wines in the United States—after a successful launch in Japan in 2023. Xander doesn’t come from a wine background. On the contrary, he’s one of the minds behind one of the most revolutionary additions to Apple computers, phones, and tablets that’s ever been rolled out. Now the wine world is lucky to watch him work, and this rollout of his brand onto the world stage has been quite a scene to behold.

The goal was simple: create Pinot Noirs from the best vineyards in California that compliment the perfection and elegance of Japanese cuisine. While simple in nature, this goal was lofty. There's a stigma that red wine is hard to pair with Japanese food, but Xander and his brilliant winemaker Shalini Sekhar are setting the record straight...Xander Soren Wines are the perfect pairing with your next Japanese meal.

“ As part of my love for Japanese culture, I’ve spent the last decade quietly crafting an elegant California pinot noir that could be at home alongside a wide variety of Japanese cuisine ,” says Xander. “ I first made the wines available exclusively in Japan and have been humbled by the response, and that they’re being carried by my favorite chefs, sommeliers and hotels. I’m thrilled to finally bring my wines back home and make them available in the US, and I can’t wait for wine lovers to open my bottles alongside their favorite dishes .”

Xander joined Apple in 2001 and co-created a little program called GarageBand. Re-read that statement. He co-created one of the most revolutionary pieces of software that's ever been rolled out on Apple's devices. A musician and audiophile, Xander pushed to develop GarageBand with his team following the company’s 2002 acquisition of Emagic, famous for creating Logic recording software. You may remember seeing Xander on stage for Apple’s “Back to the Mac” event in 2010 and in 2011 to demo GarageBand for the iPad 2. His expertise in product development and marketing runs deep, holding many roles during his 21 years spent at Apple, most recently serving as the company’s “Director of Music Apps Product Marketing.”

Sourcing from the top Pinot Noir vineyards in California, the project has an annual production of 500-600 cases, and are available for purchase online at xandersorenwines.com , through a private membership program. Members receive exclusive access to the current vintage (2020) as well as library wines and each bottle comes in a beautiful, custom-made gift box made in Japan. Vineyard sources include: Yuki in the Sonoma Coast, Olivet Lane in Russian River Valley), Sierra Mar in Santa Lucia Highlands, and Sanford & Bendict, Rancho La Viña, La Encantada, and Fiddlestix all of which are in Sta. Rita Hills.

The brand's ICON wine is called Ludeon, crafted from a selection of the top Pinot Noir vineyards they get access to along California’s Central Coast. For 17 months, the wine is aged in 20% new French oak, then meticulously blended to achieve elegance and harmony. The result of passion and patience, LUDEON embodies the unique character of each vintage. The current vintage of 2020 is sure to steal the show on any dinner table and at any Sushi Bar across the world.

The brand made its debut in Japan in 2023, now listed on the menus of some of the country’s top tables including: Sushi Saito, NO CODE and KOKE, as well as in several luxury hotels like Aman Kyoto Resort, Park Hyatt (Tokyo and Kyoto) and EDITION (Tokyo). In June of 2024 the brand was rolled out with an exclusive lunch at SingleThread Farms , holding Three Michelin Stars and was recently named #46 on the World's Best 50 Restaurants list , as well as a media dinner at n/naka which holds Two Michelin Stars. You can now enjoy Xander Soren Wines 2019 Sonoma Coast Pinot Noir by the glass at SingleThread Farms, get it before its gone.

Click here to become a member of Xander Soren Wines