Siduri Wines: Making the Most of Social Media

From Rapper Sadat X to Pop Culture Phenom and Conan O’Brien Twitter Pal, Sarah Killen, Winemakers Adam & Dianna Lee Are (Inter) Netting A New Generation of Fans for Their Prized Single Vineyard Pinot Noir and Syrah

SANTA ROSA, Calif.--()--Acclaimed vintners Adam and Dianna Lee, who are famous for scouring the landscape in search of rock star vineyards for their single-vineyard Siduri Pinot Noir and Novy Syrah, are applying that same zeal to surfing the net to promote their limited production wines to a new generation of customers. Among the Lee’s newest fans; rapper Sadat X and Sarah Killen, the Wisconsin woman made famous when comedian and late night talk show host Conan O’Brien decided to follow her at random on the social media site Twitter.

The Lees became aware of Sadat X and his online wine review show True Wine Connoisseurs, from postings at and The Brooklyn-based rapper and member of the legendary hip hop group Brand Nubian, together with his partner Will Tell, produce a decidedly “alternative” and incredibly funny wine review show that can be viewed by searching “True Wine Connoisseurs” on YouTube.

“I loved their show and their take on wine,” recalls Lee. “I emailed Sadat right away about sending in our wines for review.” Since then the rapper and the winemaker have struck up a friendship that included a recent invitation for Sadat to join Lee at an industry tasting in NY. That tasting can be viewed at: Lee notes that “Sadat has given our wines some of the most inspired, but unprintable in many publications, reviews ever.”

“Getting in touch with Sarah Killen was a no brainer,” says Dianna Lee. “Conan O’Brien had just made her an overnight sensation when he started following her at random on Twitter. I think she went from three followers to tens of thousands in a couple of days. She was planning her wedding so we immediately reached out to her about serving Siduri and Novy, which she is going to do. The wedding is this month (on September 25, 2010); we just hope Conan O’Brien attends!”

The above examples are not the first forays into netroots marketing by the winemaking duo.

  • They were among the first wineries to establish a MySpace page and today have both Facebook and Twitter pages for the winery.
  • In 2009, the Lees, together with a who’s-who of California Pinot Noir producers launched, a single-season blog dedicated to providing harvest updates from top Pinot Noir growers and vintners.
  • The Lees are participating in a social media-fueled effort to donate monies to immunize children against pneumonia. The campaign began as result of a blog posting to Huffington Post by Dr. Orin Levine, Executive Director, International Vaccine Access Center at Johns Hopkins University. In his posting, Dr. Levine called on Syrah producers to donate proceeds in response to a quip made by NY Times wine columnist Eric Asimov (“What’s worse, a case of pneumonia or a case of Syrah…”). The Lees were among the first to respond. As a result, during the month of November, they along with a cadre of top Syrah producers will donate proceeds from the sale of their Novy Syrah to the global campaign to immunize children against pneumonia.
  • Adam Lee will be pouring at and tweeting from the Wisdom of We Seminar and Tweetup on September 10th, where an audience of small to medium sized San Francisco Bay Area businesses will gather to discuss how best to work together with online communities using social media.

About Siduri and Novy Wines

Named for the Babylonian goddess of wine, who appears on the label, Siduri produces the most extensive offering of single vineyard Pinot Noirs by any California winery. Founded in 1994 by husband and wife winemakers Adam & Dianna Lee, Siduri produces 7500 cases of single vineyard and appellation Pinot Noir annually at prices ranging from $20-$50. The Lees also produce a line of wines in partnership with Dianna's family; the similarly priced Novy Family Wines explore many of the same vineyard sites as Siduri, but with a focus on Syrah. Siduri and Novy Family Wines are available from the winery and at fine restaurants and wine shops nationally. Siduri Winery is open to the public daily for tasting and tour from 10am to 3pm by appointment.

Siduri Wines 981 Airway Court, Ste E & F, Santa Rosa, CA ph: 707-578-3882,,


for Siduri Wines
Marty LaPlante, 707-939-1243


for Siduri Wines
Marty LaPlante, 707-939-1243