A Wine

Brand

An Estate

in the making

A Vision

Realized

CLUB50X50

Join Our Official Wine Club, Get Club Only Benefits  

Sketch of Mies Van Der Rohe's 50 by 50 house design.

In association with my good friend and wine entrepreneur, Quinton Jay, owner of Bacchus Wines and Spirits in San Francisco’s storied South Bay, I am launching a 2-level club with lots of goodies and options.

You can choose to dip your toes into the 50 by 50 juice by joining the FREEDOM OF CHOICE club level to get special first releases and insider pricing…….OR

…. You can take the full body plunge by signing up for the BEAUTIFUL WORLD club level and get more of everything and exclusive, VIP treatment.

Beautiful World

•Guaranteed annual allocation of Twenty-Four bottles delivered per year
•Shipping Included
•Spring shipment (April) Twelve bottles of Rose
•Fall shipment (October/November) Twelve bottles of Pinot Noir
•Two signed/autographed bottles per shipment (one to drink and one to keep)
•Devo memorabilia with each shipment
•10% Discount on Wine Club Shipments
•Guaranteed exclusive invitation to The 50 by 50’s ANNUAL luncheon (only 20 seats per luncheon) with Gerald Casale (Five luncheons scheduled per year)
•Priority Invitation to Release Parties. Annual Rose (Spring) and Pinot (Fall) Release Party for parties up to 6 people (total party size includes club members), by advance appointment
•20% discounts on Tastings with Gerald, a culinary experience featuring small plates crafted by our chef (for you and up to 5 guests, by advance appointment)
•Priority Special invitation to Winemaker Dinners & Wine Events across the country
•First access to library wines (when available), special bottlings and new releases

JOIN NOW

Freedom of Choice

•Guaranteed annual allocation of Twelve bottles delivered per year
•Flat Shipping Rate $10
•Spring shipment (April) Six bottles of Rose
•Fall shipment (October/November) Six bottles of Pinot Noir
•One signed/autographed bottles per shipment
•Devo memorabilia with each shipment
•10% Discount on Wine Club Shipments
•Exclusive invitation (if space available) to The 50 by 50’s ANNUAL luncheon (only 20 seats per luncheon) with Gerald Casale (Five luncheons scheduled per year)
•Invitation to Release Parties. Annual Rose (Spring) and Pinot (Fall) Release Party for parties up to 4 people (total party size includes club members), by advance appointment
•10% discounts on Tastings with Gerald, a culinary experience featuring small plates crafted by our chef (for you and up to 4 guests, by advance appointment)
•Special invitation to Winemaker Dinners & Wine Events across the country
•First access to library wines (when available), special bottlings and new releases

JOIN NOW

Our Wines



Our Goal

Our ambitious five year plan for releasing our first vintage of complex, Bordeaux-style Estate wine will stay on course. Continuing with our 50 by 50 brand, we are offering The 50 by 50 Sonoma Coast Pinot Noir 2016 and The 50 by 50 Carneros Rosé of Pinot Noir 2017 as current releases. Additionally we offer The 50 by 50 Sonoma Coast Pinot Noir 2015 as a specially priced library wine.

The fruit for both wines was grown and harvested at Rodger’s Creek, in the Sonoma Coast AVA helmed by Randy Luginbill and Jonathan Gold, veterans with 30 years of experience. Rodger’s Creek vineyards are 15 years old and were formerly pasture land. The soils are a Kidd stony loam and our grapes came from vines on an approximately 9 percent slope at an elevation of 675 feet.

Why Pinot Noir?

I’m asked quite often why we are launching our brand with a Pinot Noir and a Rosé of Pinot Noir. The answer is quite simply that I love the varietal. You might say I’m a Pinot Noir junkie. Gerald V. Casale PortraitIt’s true that Pinot Noir would never thrive in Wooden Valley so we went to one of the best locations in California to purchase our fruit where it does thrive – the Sonoma Coast."

Gerald V. Casale
Proprietor of The 50 by 50 brand

My Story

My love of Pinot Noir came later in life. When my band, Devo, signed with Warner Brothers Records in 1978, we left Ohio for the promise of California. In many ways it wasn’t at all what the exported myth promised, but it delivered as an explosive wake up call to food and wine. Commensurate with our “new wave” music revolution, there was a gang of new wave chefs inventing culinary dreams in California. I met restaurateurs Michael McCarty, Bruce Marder, Wolfgang Puck, Piero Selvaggio, Jeremiah Tower, and many more. I became a disciple of the new California cuisine and the California wines with which it was often paired. I attended an endless array of California winemaker dinners, meeting many of the best, and drank my way to knowledge.

I was young and my tastes were for the big, fruity, knock you back Cabernets and oaked up Chardonnays and Syrahs. Pinot Noir? Hmmmm. Devo toured the western world seven times over and by 1990, I had added Barbaresco, Barolo, Brunello and the Super Tuscans in Italy, and Vega Sicilia from Spain to my “go to” list. It wasn’t until a French promoter started opening some legendary DRC’s one long, gluttonous, 1990 night in Paris that the Pinot Noir light bulb went on in my head. Then came a temporary career and money freeze four years later. I begrudgingly gave California Pinot Noirs another try. They were cheap (e.g.$14.00) and in low demand. That’s when I had a bottle of 1989 Williams Selyem Pinot Noir with breast of duck. I was off and running and have never stopped.

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