The Vancouver International Wine Festival is just around the corner, and this year, The Prisoner Wine Company is bringing its rebellious spirit to the spotlight. Known for pushing boundaries and redefining Napa Valley wines, The Prisoner has built a cult following with its bold blends and unconventional approach to winemaking.
At the heart of it all is Drew Schneider, Global Brand Ambassador, who’s heading to Vancouver to share the artistry, innovation, and creative expression that make The Prisoner’s wines stand out. From its iconic Red Blend to the Unshackled Cabernet Sauvignon, these wines refuse to be confined by tradition.
We sat down with Drew to talk about what makes The Prisoner Wine Company so unique, why the Pacific Coast is a must-watch wine region, and what wine lovers should look out for at this year’s festival. —Noa Nichol
What drew you to join The Prisoner Wine Company, and how has your journey with the brand evolved over the past four years?
What drew me to the Prisoner Wine Company was the amazing opportunity that was presented to join a company that was innovative, and allowed me to use my creative mindset. I was employee number two for TPWC when I joined and had the great responsibility of creating a culture and education program for our Tasting Room.
Joining a company like TPWC comes with a lot of responsibility and eyes on you. It was equally as exciting as it was challenging to make sure we represented this hugely important brand to wine history within California and Napa. The journey took me from managing the Tasting Lounge to now working as their Brand Ambassador covering the U.S. and Canada. I have had the unique opportunity to touch multiple aspects of the business and the absolute pleasure of ushering this brand into the future.
The Prisoner Wine Company is known for its innovative approach to winemaking. How does the brand break away from tradition, and what sets it apart in the market?
Breaking away from tradition is at the heart of everything we do at The Prisoner Wine Company. In our blends, we are very deliberate in the way we approach our winemaking. Utilizing our large network of small family growers from Napa and California, we don’t commercial farm a thing, but utilize unexpected varietals to create complex, layered wines that break the rules of single-varietal winemaking. This access to growers across Napa and Sonoma allows us to source the best regional fruit, which gives us flexibility when crafting our wines. The approachability, wonderful fruit profile and soft silky tannin structure in our wines is what sets us apart, a wine for everyone new to old.
The Prisoner Red Blend is one of the brand’s most iconic wines. Can you share the inspiration behind its unique combination of varietals and its enduring popularity?
The combinations of varietals is partly due to availability. Back in 1998, when we started sourcing our first fruit for TPWC, we had the opportunity to utilize small, multi-generational family growers who had heritage grape varietals planted, such as Zinfandel, Petit Sirah, and Syrah. The ability to fold in staple Napa Valley fruit, such as Cabernet Sauvignon, was very intriguing and something we wanted to showcase in a high end Red Blend. The unlikely mix of varietals has gained immense popularity over the years; this continues to be our flagship blend that we stylistically try to make consistent year after year, which becomes more challenging with the ever-changing climate.
The Red Blend continues to surprise wine lovers, which is what I think makes it so popular. It appeals to seasoned connoisseurs, yet is accessible to those at the start of their wine journey. Plus, the branding is edgy and the label is iconic, so it’s a wine that gets people talking.
Pacific Coast wines are gaining more recognition. What makes this region, particularly Napa Valley, so exciting and distinct for wine enthusiasts?
Napa Valley is an incredible region with a unique combination of climate, soil diversity, and topography. In combination, this creates the dream environment for growing world-class grapes. We experience warm days and cool nights, which allow the fruit to ripen while maintaining acidity. This makes for wines with great balance and depth. In Napa, there’s a harmony between nature and winemaking which produces rich, balanced, and memorable wines worthy of global recognition.
It is also the people within Napa that make the region so special. We take a lot of pride in producing a brand such as TPWC. We don’t take it for granted that we get to call Napa Valley home, with its amazing soil and perfect climate that is unbelievable for growth. Wine is all about bringing people together; brands such as TPWC are a family who absolutely love what we do.
The Prisoner takes inspiration from art. How does the interplay of art and winemaking manifest in the wines or the winery’s identity?
Winemaking is an art form in and of itself. When you make wine, you blend intuition, innovation and craftsmanship to produce something truly unique. At The Prisoner, we craft each blend with care and precision, like a painter laying colours on a canvas. Plus, our labels are another great example of the interplay of art and winemaking. The iconic Prisoner Red Blend label was inspired by Francisco Goya’s etching, The Little Prisoner. This sets the tone for the brand: provocative, intriguing, and unforgettable. It’s a visual representation of our commitment to pushing boundaries and defying tradition.
With the Vancouver International Wine Festival approaching, what can attendees expect from The Prisoner Wine Company’s presence at this year’s event?
We’re very excited to be participating in this year’s Vancouver International Wine Festival, and are looking forward to sharing the story behind The Prisoner Wine Company with wine fans from around the world. Attendees can expect to hear about the ways we embrace creativity and challenge traditional winemaking to create our memorable wines. If attending, please chat to the team, ask questions, and try a sip (or two) of our wines!!
For those new to The Prisoner Wine Company, which wines would you recommend they start with, and why?
If you’re new to the brand, start with The Prisoner Red Blend. It’s the wine that put us on the map, and embodies our philosophy of bold, unconventional winemaking. The Red Blend is both layered and approachable, so a great place to start to get to know our style.
What are your best tips for enjoying The Prisoner wines, from food pairings to serving suggestions?
The Prisoner wines are designed to be versatile and approachable, so they can be enjoyed in different settings.
The Prisoner Red Blend and Cabernet Sauvignon are delicious when paired with rich, savoury foods. Try them with braised short ribs, grilled lamb chops, or a hearty mushroom risotto and thank me later!
Personally, I love an unconventional pairing, so something like the Red Blend with a spiced chocolate dessert, for example.
A top serving tip: red wines are best served slightly below room temperature, so you can try chilling bottles in the fridge for 15-20 minutes before serving. White wines, like our Blindfold collection, are better served chilled.
Unshackled Cabernet Sauvignon is described as vibrant and balanced. How does this wine differ from The Prisoner Cabernet Sauvignon, and what type of wine drinker would it appeal to?
Both exceptional wines, the Unshackled Cabernet Sauvignon and The Prisoner Cabernet Sauvignon are from completely different location in California. Thus they both will have their own unique flavor profile driven by terroir.
The Unshackled Cabernet Sauvignon has a lighter and more fruit-forward profile, which is what makes it vibrant and balanced. It’s designed to be approachable and versatile.
The Prisoner Cabernet Sauvignon is bolder and commands attention, which makes for a more intense experience. This wine is perfect for seasoned Cabernet Sauvignon enthusiasts who enjoy wine with more depth and complexity.
As a global brand ambassador, what’s the most rewarding part of your role, and how do you bring The Prisoner Wine Company’s story to life for wine enthusiasts around the world?
As a Global Brand Ambassador, I am so lucky to tell the unique story of The Prisoner Wine Company and watch how our wines resonate with different audiences and palates. I get so much joy out of connecting with wine enthusiasts from around the world. There’s great fulfilment in introducing people to our wines and watching the way they react to the bold flavours and innovative blends. Whether I’m leading a tasting, hosting an event, or having a regular conversation, I focus on the creativity, craftsmanship, and passion that goes into every bottle we produce.
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