Reflections on 20 Years of TMW
Can’t believe it’s the final day of our twentieth year. It’s been a big one. So big that just when we have the time to sit down and take a breath, it’s over!
It’s long been a practice of ours to spend a good portion of time at the beginning of every year intensively evaluating our business and goals. But nearly all of that has been, as it probably should be, forward thinking.
This year’s 20th Anniversary Friends + Family Reunion- we’re still here!
Over the course of this year, we’ve had numerous conversations with friends, family, customers about this incredible journey that has been the last two decades. So we found a little exercise for self-reflection and sat down, prepared to be alone and probably uncomfortable with our own thoughts. What actually happened was that we took a much needed trip down memory lane- remembered how far we’ve come (recounted the mistakes we made but also recognized the challenges we overcame) and allowed ourselves to be proud of what we’ve built and the legacy we have continued.
The fact that a bank loaned these twenty-somethings money is remarkable.
It felt timely to share this with you, given the promise of the New Year. If you have a business, or even if you don’t, take some time to ask yourself some of these same questions. Allow yourself to acknowledge your wins, learn from your losses. Because we all know that if you’re not growing, you’re dying. And honestly, the latter will hit you regardless, so go do something scary and live a little! And if going into business is that, maybe take a little comfort in knowing that we didn’t know what we were doing (heck, we still take a flier on a lot), and it seems to have worked out okay.
You’ve been in the Washington wine industry for 20 years- how does it feel?!
M: Honestly, I have no clue how it feels. The vast majority of the time it feels like its only been a minute. I forget most of the time that it has been a legit 20 years…until I talk with someone and either 1) they are shocked at the story or 2) I have no idea who I’m actually talking to. Then I feel old AF and see the ear hair peeking out. But both are equally exciting as it means the industry is growing in a very positive way.
P: I feels old…the time has gone so fast and I continue to have so much fun everyday. And really remarkable. The industry has grown so much. Taking a minute to look back it is really striking at how much has changed. I am more bullish on the future now than ever. The future of the WA wine is so very bright and it fun to think about that future in the context of the last 20 years.
Looking back, is there anything you would have done differently?
M: Not a lot. I’ve been fortunate to have a great partner, great support network, great foundation that started it. No need to change a thing.
P: Starting the business with more capital would have been advisable. But we were too broke to know how broke we really were. It is probably for the best as we learned to be very creative with resources we did have. That resourcefulness is sorted baked into TMW’s DNA at this point, which is really great. But a little more capital would have been a nice luxury.
What’s the biggest difference you notice between the industry today and twenty years ago- positive and negative?
M: The most noticeable difference I recognize on regular basis is at industry meetings. The audience is really young. I still feel like the the 29 year old not knowing what I am doing and then I look around all of sudden I am one of the old guys the young people are looking at. The industry is also a little shiner now than it was when we started. It is a natural evolution, but something I notice. When WA started being literally in a garage and doing everything yourself was the standard. As the industry has grown, new producers are starting with nicer facilities and larger teams. All in all this is a good thing for the industry and the WA brand as the wines on average are better and the customer experience is better. It might be nostalgia, but there is something cute about the garage origin story.
P: On a positive note, the biggest change is the recognition of WA wine et al. When we started focusing on distribution 20 years ago we spent a lot of time explaining how “yes we can grow grapes in WA” and “there is dry side of the state” and “no, the State WA not the district”. Then only the nerdiest wine consumer knew WA made wines. Now the preponderance of people not only know it, but have at least had some exposure the WA wines. The knowledge base of WA for consumers is really different than 20 years ago. There is still much work to be done educating consumers but the base level of knowledge is noticeably higher. Negatively-the industry has grown so much it is harder and harder to know everyone. 20 years ago you at least knew of everyone in the industry. As the industry has grown that is harder and making new connections takes more intention.
If you could tell your twenty-something self anything, what would it be?
M: Hang on and have fun, bud…but don’t get over consumed and don’t lose who you are.
P: Work is the secret behind talent. Prioritize time for fun and yourself just a little more (I can already feel the crushing eyeroll from the Harvest Widow). Not all the time but sometimes. Oh yeah, and also, that I am not always correct. Do not argue to win.
Were there ever any times where you questioned yourself/your decisions?
M: Weekly, monthly, all the damn time! Going back to question #1, I often don't realize it's been 20 years…maybe to a fault. It’s easy for me to not get comfortable because I feel like it's only been 2 years and I’m nervous AF that I will screw something up!!
P: Every damn day still. I truly believe that exactly when you think have figured it out and take a breather the world is passing you by. This applies not only business. This has me constantly questioning, wanting to iterate and evolve…
What do you think is the biggest contributing factor to your longevity/success?
M: The easy, cliché answer would be to say the region, the grapes, blah, blah, blah. But to be blunt, it's having the right business partner & brother…Pat. He steers the ship on a daily, weekly, monthly, annual basis better than anyone will ever realize. His ability & desire for the business to constantly strive for growth and not be stagnant is paramount; even if frustrating at times. Plus it's fun with him and his patience with me is Nobel Prize worthy…
P: We have been very fortunate to have great and very generous mentors and their guidance and support has been instrumental. In hindsight at ages 24 and 29, without ever functionally working for anyone else, we had no business running a business. The guidance we received has been the deciding factor in still being in business. Our community of supporters. We have been fortunate enough to have met so many wonderful people over the years and to be able to call so many customers friends. That tribe has been key.
It can be challenging to be in business with family- how have/do you make it work?
M: Fear of making Grandma mad? Just kidding! The final answer is respect, communication, separation of duties, and a shitton of patience. Pat is way more patient than most people know. And he has to be with me. Again…Nobel Prize worthy (only I get 50% of the money he wins).
P: Through the guidance of a key mentor, we have prioritized making sure the end goal is agreed upon. When disagreements arise you at least know you are arguing to get to the same place. If one of us wanted to turn left and the other right, that would be tough to ever reconcile. To this end we have done this through religiously having scheduled formal monthly meetings of just the two us as well an annual off-site planning day. Making time to have those futurist conversations and ensuring the destination is agreed upon has been key to our maintaining our relationship. There will be really hard days, and working with family is definitely challenging at times. But it is 100% worth it if you can make it work.
What are you most proud of?
M: So much.
Doing this with Pat and doing this our way, on our schedule.
Keeping this thing I started with Uncle Ron going and having his network of people still excited and supportive and helpful.
Who I learned from, who I met, and who I’m able to call friends. I was fortunate that I got to know most of the literal founders and Mount Rushmore faces of the state wine industry on a personal and professional level. The “OGs” of the state were really welcoming to me when I was 18 and going to vertical dinners (a few good stories there), when Ron and I started it when I was 24, and when Pat and I bought it when I was 29.
We have stayed estate grown (varietal wines) and the style of wines we make
We haven’t killed each other. ;)
The team we have assembled and with whom we get to work.
P: Being able to continue our family’s farming legacy in this place that is so special and the team that coalesced with us on this journey. Our team is amazing and getting to work with them brings a smile to my face. To do that while farming in the same exact place the previous generations have farmed is really special and makes me very proud. Being out in the vineyard at the end of a long day as the shadows get long and the heat breaks and thinking about Grandpa Phil having that same exact feeling in that exact same place is something I Iove. I absolutely love being the stewards of this place for this generation of our family.
What are you most thankful for?
M: 2 things: 1) The support of friends, family, and strangers. Without any of them, this would suck arse and be boring! 2) our youthful naiveness and “why not” attitude when we bought the winery. Huge, huge help in moving forward. Oh, and thankful for tacos. Always thankful for tacos.
P: The love and support we have received from our community. This really is the best industry in the best place with the best customers and we could not have done anything without those three things.
What advice do you have for people just getting started today?
Fake it ‘til you make it!
M: Ask questions, shut up, know you don’t know everything, don’t assume, be scared, take chances, don’t overthink, treat it like a business, have a fuckton of fun, be yourself, and kick ass! Oh, and always remember you are making wine, you’re not saving babies or curing cancer…
P: Make a good product, understand your customer and don’t be an asshole. Figure out where analysis and gut instinct intersect and pitch a tent there; that is the money spot. Pay it forward. WA wine is where it is because so many of the founders made the conscious choice to give back to the industry. They understood a rising tide and gave so much of their time and knowledge. Do the same when you can. It is WA wine’s superpower and will hopefully continue for generations of the industry to come.
When you’re dead and gone, what do you hope to be remembered by/for?
M: If I’m remembered at all, that will be surprising! But in all honesty, I hope we’re remembered for always trying to do the right thing.
P: Working hard and not being an asshole (which is my default mode). Leaving the industry in a better place than when we started. Having contributed greatly to the spread of sustainable farming practices throughout the state. Building something bigger than myself.
And with that, the 2022 season has come to an end. Good night.