Winemaker Sam Spencer joins Bill Price to launch surf-inspired wine brand: Head High

Winemaker partner Sam Spencer has joined forces with entrepreneur partner Bill Price of Classic Wines and Price Family Vineyards, to officially launch Head High Wines, a surf-inspired wine brand. Head High wines include a Sonoma Coast Pinot Noir ($35), a North Coast Red Blend ($30) and a Sonoma Coast Rosé ($24). Current case production is approximately 7000, and together they plan to grow the brand exponentially over the next several years.

Both Spencer and Price share a love of the outdoors—especially when it comes to surfing. Head High derives its name from the surfing term which refers to waves that are the same height as the rider. Through the unlikely connection between surf and winemaking, Head High approaches the craft by respecting the natural thumbprint of the vineyard and emphasizing its link with nature.

Spencer—an avid surfer, cyclist, and sailor—has spent the past two decades producing consistently acclaimed wines in Northern California. He served as director of winegrowing for Cameron Hughes Wine and co-founded Spencer-Roloson Winery, a pioneer in California-grown Bordelaise, Rhône, and Iberian varietals. He also owns and oversees farming of the Madder Lake Vineyard in Lake County. Spencer is noted for winemaking techniques that engender balance and harmony in wine, creating wines meant to be enjoyed and shared.

Spencer shares the same outlook on surfing and winemaking. “The lesson I learned as I became more experienced,” he says, “was to stop trying to impose myself on the land, and instead let the land impose itself on me.” Head High Wines is a culmination not just of his technical skill, but of his personal philosophy: creating exceptional wines rooted in the spirit of the coast. Vineyard sources include Price’s own Durell Vineyard, as well as Sangiacomo, Spencer’s Madder Lake, Lichau Hill, among others. Details of all vineyard sources are available at

Owner Bill Price is one of the most widely respected names in the California wine business. He’s known for partnering with winemakers who possess a distinctive style of winemaking and enabling them to pursue their unique vision with each vintage and parcel of land they work with. Price is the proprietor of Classic Wines, LLC and Price Family Vineyards, LLC—including ownership and management of Sonoma Coast vineyards: Durell Vineyard, Gap’s Crown Vineyard, Walala Vineyard and other select Sonoma County vineyards in development. In addition to its vineyard properties, Classic Wines has ownership interests in Kistler Vineyards, Three Sticks, LUTUM, and Buccella. Price is also chairman of Gary Farrell Winery.

Head High Wines are stewards for the environment and for people. For every two bottles sold, $1.00 is donated to the Sonoma Valley Education Foundation, in addition to other forthcoming charities.