The story starts in the soil
Our Philosophy
Winemaking is not just an act of craft, it's an ongoing conversation between earth, weather, and time.
Moon Hollow's elevation, volcanic soils, and coastal influence produce wines that are aromatic, structured, and distinctly of this place. Great wine begins long before the cellar — in the daily decisions made among the vines, in how we farm, and in learning to work in rhythm with the seasons rather than against them.
Moon Hollow is a family-owned estate spanning over 800 acres across Sonoma and Napa counties, founded by Michael and Xochi Birch — a working estate shaped by a genuine belief that this particular piece of land had something worth saying.
Fog drifts in from the Bay. Sunshine follows. The property brims with native vegetation, fruit orchards, and wildlife — a biodiverse environment that shapes every bottle we make.
At the heart of the estate sits our CCOF-certified organic vineyard — 18 acres on the Moon Mountain District hillside where we grow Cabernet Sauvignon, Cabernet Franc, Grenache, Syrah, Mourvèdre, Sauvignon Blanc, and Viognier. Viticulturalist Phil Coturri has tended these blocks for decades, applying an organic approach rooted in the belief that the vineyard — not the cellar — is where wine quality is made.
Moon Hollow is a family-owned estate spanning over 800 acres across Sonoma and Napa counties, founded by Michael and Xochi Birch — a working estate shaped by a genuine belief that this particular piece of land had something worth saying.
Fog drifts in from the Bay. Sunshine follows. The property brims with native vegetation, fruit orchards, and wildlife — a biodiverse environment that shapes every bottle we make.
At the heart of the estate sits our CCOF-certified organic vineyard — 18 acres on the Moon Mountain District hillside where we grow Cabernet Sauvignon, Cabernet Franc, Grenache, Syrah, Mourvèdre, Sauvignon Blanc, and Viognier. Viticulturalist Phil Coturri has tended these blocks for decades, applying an organic approach rooted in the belief that the vineyard — not the cellar — is where wine quality is made.
Our Team
The people behind every bottle
Founders
Michael & Xochi Birch
Michael and Xochi Birch have spent their lives building places where people want to be. In San Francisco, that meant co-founding Bebo and later The Battery — a private members club rooted in culture, community, and giving back. In Sonoma, it means this: land they farm with intention, a winery that reflects their belief that the best experiences are rooted in something real. Moon Hollow began as a retreat. It became a calling.
Wine Director
Christophe Tassan
Christophe Tassan grew up on the banks of the Rhône River in Avignon, learning the craft from his Italian-born grandfather and father at their family's vineyard before beginning his career at the family's Michelin-starred restaurant, l'Auberge de France. Years of harvest internships across Provence and the Rhône Valley gave him a deep, unhurried understanding of the region's finest estates. In 2004 he was awarded the Meilleur Ouvrier de France in sommelerie, and went on to serve as Wine Director at San Francisco's private members club, The Battery, before bringing his life's work to Moon Hollow.
Winemaker
Mark Herold
Mark Herold came to wine sideways — a PhD in Ecology with an emphasis on Nutritional Biochemistry, and a career path pointed toward Aquaculture. One harvest during grad school changed that. In 1996 he joined Joseph Phelps Vineyards as lead enologist, where his scientific background shaped a distinctly non-traditional approach to winemaking research. In the early 2000s he founded Merus, which quickly became one of Napa's most sought-after cult wines. At the heart of his philosophy: the vineyard, not the cellar, is where wine quality is made. He joined Moon Hollow in 2017.
General Manager
Amanda Lorren
Amanda Lorren grew up in Texas and built her career managing destination restaurants and boutique tasting rooms before finding her way to Sonoma. She brought that experience to leadership roles at Talisman Wines and Mauritson Winery, developing a hospitality philosophy rooted in the details — service, storytelling, and the space between the two. As General Manager at Moon Hollow, she oversees day-to-day operations with a particular focus on the tasting room — making sure every visit reflects the intention behind every bottle. She joined the team in 2017.
Viticulturist
Phil Coturri
Phil Coturri will tell you he's a "poor old dirt farmer." Sonoma Magazine calls him the ubiquitous wizard of sustainable winemaking. The Hollywood Reporter says famed organic viticulturalist. All three are probably right. Born into San Francisco's Italian immigrant community in the 1960s, Coturri spent the next 35 years pioneering organic winegrowing across Sonoma Valley — long before it was fashionable. Through his company Entreprise Vineyard, he oversees some of Moon Mountain District's most storied blocks, including Moon Hollow's estate vineyard, which he can see from his living room window.
Come see for yourself.
Visit our tasting room in Sonoma or join us at the estate. There's no better way to understand Moon Hollow than to taste it in person.