If you know anything about me, you know that I come from a PR rock n’roll background, having worked for WBLM radio station in Portland, Maine. That was for 11 years, before moving to California and segueing my PR into the wine industry. It’s 20+ years later, and I now know how naive I was to think that it would be an easy segue.. Like, reinvent yourself, girlie, because you ain’t anywhere close to knowing what you’re doing.

Now, I do.

So, I admire anyone else wanting to recreate him or herself… and Gerald Casale of DEVO is now doing just that. (I just added him to my Rock n’Roll timeline list of those who have made a similar switch from music into wine.)

ABOUT THE 50 BY 50 from their press release:

Since Pinot Noir grapes don’t thrive in Napa’s Wooden Valley, THE 50 BY 50 went to the best location nearby to purchase the fruit where they do thrive–the Sonoma Coast. Gerald explains, “Our ambitious five-year plan for releasing our first vintage of complex, Bordeaux-style Estate wine is on course. Meanwhile, to launch our 50 by 50 brand, we are offering the 2012 Pinot Noir and 2013 Rose of Pinot Noir as our debut releases.

The fruit for both wines was grown and harvested at Rodger’s Creek, in the Sonoma Coast AVA (American Viticultural Area). Rodger’s Creek vines are 12 years old. The soils are a Kidd stony loam and our grapes came from vines on an approximately nine percent slope at an elevation of 675 feet.” The anchor of THE 50 BY 50 vision and its namesake rests in the creation of its estate house, a realization of a never-built architectural masterpiece known as the “50 by 50” designed over 60 years ago by the pre-eminent, 20th Century Modernist architect Mies Van Der Rohe.

“Centrally located on the flat basin of THE 50 BY 50 Estate, it is the true inspiration of our brand,” Gerald explains. “This perfectly square design is clad in 8 high tempered glass panels measuring 10 feet high x 25 feet long. Therefore, each clear glass wall is bisected by only one vertical, load-bearing post. The view from inside gives the occupants an uninterrupted, 360 degree panorama of the 50 by 50 Estate with its gentle slopes, giant live oaks, terraced rows of grape vines and the mountains beyond.” THE 50 BY 50 Estate is a 23-acre property situated southeast of the Atlas Peak AVA (American Viticultural Area) and north of the Wild Horse AVA on the Monticello Road incline in the Wooden Valley of Napa, CA. Starting at a roadside elevation of 830 feet, it meanders pleasantly down to 600 feet. The gentle slopes are covered with “forward gravelly loam,” a rich volcanic soil that drains well and lends itself perfectly to the Cabernet Sauvignon, Cabernet Franc and Merlot varietals which are being planted there for the purpose of producing an exquisite, hand-crafted, bio-dynamically farmed Bordeaux-style blend in the coming years.