There is a comfortable tasting room in downtown Napa, just a few blocks from the river, serving highly rated wines in a welcoming, comfortable setting. On a Spring or summer evening, you may want to sit and sip in the outdoor lounge area, but you will experience something special inside or outside.
Many tasting rooms in Napa pour exceptional, award-winning wine in pleasant settings. But this one stands out among others: It’s unique, it’s different, it’s a superstar, and it tells the story of a superstar. This wine is about the man whose name is on the tasting room marquee and on the bottle: Vermeil–as in Dick Vermeil.
Just call him Coach
Dick Vermeil (call him Coach) is a native son of Calistoga from a family that goes back several generations. Born into a working-class family, he learned about hard work from an early age. But it was never really “work.” It was just applying yourself, helping family and friends, pitching in. Coach learned from example how people should be treated, which he paid forward to people he would eventually mentor and coach.
Wine was a part of Coach’s childhood life, handed down from his great-grandfather, grandfather, and father. Growing up, sitting around the kitchen table, Coach saw how wine brought families and friends together for holidays, celebrations, laughter, and tears. Wine was always integral in Coach’s life, even as he went on to achieve a successful and illustrious career in football as a player and coach.
The Careers: Football and Wine
There is an old saying, “All roads lead to Rome.” In Coach’s instance, all roads led (back to) wine. After playing football in high school and college, following graduation, Vermeil became head coach at Hillsdale High School in San Mateo; this was the first stepping stone to what would turn into a distinguished and respected career. Over the next 45 years of coaching, Dick Vermeil would amass a record that would be hard to match-and a goal for many: He went from coaching High School to Junior College to College to the NFL-being named “Coach of the Year” at each level.
In 1976, Coach’s UCLA Bruins beat the undefeated Ohio State Buckeyes (defending National Champs) in the Rose Bowl. Few, except Coach and his team, ever thought this would be possible.
Making a switch to the NFL, Coach continued his celebrated career, taking his team to the Super Bowl in 1981 and again in 2000, with the St. Louis Rams winning it under the coaching of Vermeil.
There was one common thread throughout Coach’s career: With every team, he began with a group with a talented group, but one in need of discipline, self-esteem, and to believe they were capable of anything. Within a few years, all his teams, at every level, performed at the top of their game. Coach knows how to lift people up due to his philosophy of life:
“The basic principles it takes to win will never change; you surround yourself with good people, and work hard, and be unselfish and care, and don’t be embarrassed to say I love you and I appreciate it because, guys if you say it someone else will say it back to you.”
How is this related to wine? Several years ago, Coach told me that he always knew he would return to his roots, to the land, and ultimately to wine, the elixir that binds. BUT: He didn’t want to have “someone” make wine and put a label on it with his name. He wanted to produce a small, select brand that was recognized as a winner and would be highly regarded. He would not settle for “average;” this would have his name on the bottle. To this end, Coach engaged Thomas Rivers Brown as their wine consultant, working along with winemaker Tim Beranek, creating top-tier wine recognized by wine lovers and professional critics.one of the most esteemed names in winemaking then and now. Today, along with winemaker Tim Beranek, TRB continues to be a consulting winemaker, creating top-tier wine recognized by wine lovers and professional critics.
Coach’s Secret to Success
Due to his upbringing and the example set by his family, Coach discovered the secret of success early on: hard work, respect for others, and the importance of community. He is heavily involved in charity, and although he lives cross-country, he returns to Napa several times a year. If you are fortunate, you will meet him in the tasting room during one of his visits.
Coach impacts people. He is humble yet larger than life. When you know Coach’s story and sip his wines, you will understand why they are unique and stand out and how they reflect his personality. They make an impression.
Coach has been featured in countless magazines and appeared in movies, interviews, and awards ceremonies. Throughout it all, he is simply a guy from Calistoga who never lost sight of what is essential in life: friends and family.
Several years ago, I was delighted when I was asked to write a short article on the Vermeil Tasting Room and Dick Vermeil. After the article was published, I received an email from Coach thanking me and ending with: “You are a pro.” That’s what Coach does; he recognizes others.
The next time you are in Napa, whether Coach is there or not, make a trip to the Vermeil tasting room. Enjoy a selection of hand-crafted quality wines. Try an elegant Bordeaux blend, The XXIV, an homage to Coache’s Super Bowl win in 2000, and experience his other superb wines and friendly, professional hospitality.
While there, step into the side lounge, highlighting Coach’s fantastic career. There are various newspaper headlines and mementos (including a reproduction of the Lombardi Super Bowl Trophy). WOW!
In football, wine, and life, Coach always sets an example for others.
The world needs more Coach Vermeils. Thank you, Coach, for all you have given to so many.
Don Sonderling is a freelance writer covering California’s unique wine, food, and adventure lifestyle from Southern California to Napa Valley and beyond. He may be reached at: donsonderling@gmail.com