The Architect of Acclaim: Jesse Katz and The Setting's New Wine Paradigm

NAPA, CA – December 04, 2025 – In the hallowed world of winemaking, where tradition often outweighs trend, some figures emerge who not only master the craft but redefine its boundaries. Jesse Katz is one such architect of change. His recent crowning as Wine Enthusiast Magazine's 2025 Winemaker of the Year is more than a personal accolade; it’s a validation of a disruptive philosophy that has propelled The Setting Wines from a 2014 startup into a benchmark for modern luxury.

The award, one of the most prestigious in the global industry, recognizes Katz's visionary approach, but his trajectory has long been marked by exceptionalism. He was the first-ever winemaker on Forbes' "30 Under 30" list and a Wine Enthusiast "40 Under 40 Tastemaker," signaling early on that his impact would extend far beyond the cellar. For The Setting Wines, co-founded with friends Jeff Cova and Noah McMahon, this moment crystallizes a decade of relentless pursuit of quality, strategic innovation, and a business model that intertwines excellence with purpose.

A Philosophy Rooted in Place and Precision

To understand The Setting's success is to first understand Jesse Katz's winemaking ethos. Shaped by a youth spent traveling to legendary vineyards with his fine art photographer father, Katz developed an artist’s eye for landscape and a scientist’s obsession with detail. His philosophy is not about imposing a style upon the grape, but about listening to the land—the "setting"—and translating its unique story into the bottle. This terroir-driven approach was honed over 26 harvests across four continents, with formative stints at iconic estates like Pétrus in Bordeaux and Screaming Eagle in Napa Valley.

This global perspective informs his work in California and Oregon. Katz is renowned for seeking out unique, often overlooked vineyard sites and applying a blend of time-honored farming with cutting-edge technology. At his Aperture Cellars winery, where The Setting's wines are crafted, advanced optical sorters use infrared to select only the most perfect berries, ensuring a level of purity that is palpable in the final product. Yet, his innovation extends beyond technology. He is a vocal proponent of regenerative agriculture, implementing practices like composting, extensive cover cropping to foster biodiversity, and reclaiming nearly all winery water. By focusing on dry farming and selecting cooler sites for heat-sensitive Bordeaux varietals, he is actively designing a more resilient future for California viticulture in the face of climate change.

This meticulous, forward-thinking approach has yielded extraordinary results. The Setting's portfolio now includes an astonishing 37 wines that have scored between 95 and 100 points from top critics. It’s a testament to a philosophy that marries an unwavering respect for nature with the precise application of science and art.

The Business of Disruption: Scarcity, Story, and a Million-Dollar Bottle

While Katz provides the artistic vision, The Setting Wines demonstrates a masterful understanding of the modern luxury market. The brand has skillfully navigated the intersection of critical acclaim, strategic scarcity, and compelling narrative to create a powerful allure. Nothing encapsulates this better than the 2021 sale of a single six-liter bottle of The Setting Wines 2019 'Glass Slipper Vineyard' Cabernet Sauvignon. It fetched a staggering $1 million at Emeril Lagasse's annual Carnivale du Vin charity auction, setting a world record for the most expensive single bottle of wine ever sold.

While a charity auction price is not a direct market equivalent, the event was not an anomaly. Four years prior, a standard 750ml bottle of Katz's wine set a similar record. These moments are not just headlines; they are strategic anchor points that build brand mythology and signal an unparalleled level of desirability. The $1 million bottle, which sold to collector Don Steiner, created a halo effect, elevating the entire brand and validating its position in the ultra-premium stratosphere. The standard 750ml version of that same wine, produced in a limited run of just 900 bottles, retailed for $185—a price that now seems a bargain in the context of its celebrated sibling.

This strategy is reinforced by the brand's direct-to-consumer model. The Setting Society, an exclusive membership club, provides guaranteed allocations and access to limited releases, fostering a loyal community of collectors and enthusiasts. This direct relationship allows the winery to control its narrative and manage the careful balance of availability and exclusivity that drives value in the luxury sector.

Inheriting a Legacy, Forging a New One

A winery's reputation is inextricably linked to the land it cultivates. In a move that sent ripples through Napa Valley, The Setting recently announced it had secured access to grapes from the legendary Martha's Vineyard. For decades, this iconic Oakville site was synonymous with Heitz Cellar, which held an exclusive agreement for its fruit since the 1960s, producing some of California’s most revered and age-worthy Cabernet Sauvignons.

For The Setting to gain access to this hallowed ground is a powerful statement. It signals that the Napa establishment recognizes the brand as a worthy steward of one of the valley's crown jewels. This isn't just about acquiring high-quality fruit; it's about inheriting a piece of California wine history and being entrusted to write its next chapter. It places The Setting in an elite echelon of producers and solidifies its role as part of a "new guard" shaping the future of America's most famous wine region.

The brand’s ambition isn’t confined to Napa. It has expanded its reach to Oregon's Willamette Valley, releasing acclaimed Pinot Noir and Chardonnay, and has woven its identity into the fabric of wine country hospitality. With The Setting Inn in both Napa and the Willamette Valley, along with curated tasting experiences at prestigious venues like Meadowood Napa Valley and Montage Healdsburg, the company has built an immersive ecosystem. It’s a holistic approach that transforms wine from a simple product into a comprehensive luxury experience.

Philanthropy as a Cornerstone

Perhaps the most defining characteristic of The Setting's disruption is its deep, authentic integration of philanthropy. This is not a marketing afterthought; it is a foundational principle. Co-founders Jeff Cova and Noah McMahon have backgrounds steeped in charitable work, and their ethos permeates the company's operations. The record-setting auction sales are the most visible examples, directly benefiting organizations like the Emeril Lagasse Foundation, which supports youth culinary education.

The winery’s commitment runs far deeper, with contributions to over 400 charity auctions annually. They have forged meaningful partnerships with organizations like the Navy SEAL Foundation, releasing a special private-label Cabernet to support warriors and their families. Collaborations with The Ellen Fund to support gorilla conservation and The Tony Hawk Foundation to build skateparks in low-income communities demonstrate a broad and genuine commitment to social impact. A portion of their wine production is specifically earmarked for charitable donation each year.

This fusion of high-end commerce and heartfelt contribution creates a powerful brand narrative. In an age where consumers increasingly seek authenticity and purpose, The Setting Wines offers a compelling model. It proves that a company can simultaneously pursue the pinnacle of quality, achieve record-breaking financial success, and make a tangible, positive impact on the world. Jesse Katz's award is a celebration of a winemaker at the peak of his craft, but it also shines a light on a company that is setting a new standard for what a modern luxury brand can and should be.