On this episode of Sip Sip Hooray, we take a frank BTS look on what - and how much money - it takes to establish a new winery in Napa Valley.

Fred and Trey Eppright are the father-son duo behind Parable Wines in Napa Valley. They built careers as real estate developers in Texas, but after trips to various wine regions, Trey fell in love with wine and wanted to find a winery property in Napa Valley. He convinced Fred to invest in his dream.

Their story includes the challenges of starting a winery in Napa Valley and the permit battles that delayed their vision for 3+ years.

After listening we know you’ll have a new appreciation for why wine costs what it does.