A Cult Wine Journey: Drew Schneider and The Prisoner Wine Company

California Theme Region: VIWF Feature Report

At this year’s Vancouver International Wine Festival, Drew Schneider, Brand Ambassador for The Prisoner Wine Company, offered an engaging glimpse into the history, innovation, and future of one of Napa Valley’s most beloved and unconventional wine brands.

Drew’s path to The Prisoner Wine Company is as compelling as the wines he represents. A graduate of Chico State with a degree in Resort & Lodging Management, Drew honed his hospitality skills during a six-year tenure with Ritz-Carlton. Raised with a deep appreciation for wine—fostered by his parents’ home in Napa Valley—it wasn’t long before he sought to combine his professional expertise with his personal passion.

In 2018, Drew joined The Prisoner Wine Company as Assistant Manager of its newly opened tasting lounge in St. Helena. Over four years, he not only helped establish the lounge as a destination for wine enthusiasts but also contributed to staff education, visitor engagement, and revenue growth. “Opening the tasting lounge and bringing The Prisoner experience to life for so many people has been one of the most rewarding parts of my career,” Drew shared.

Today, as a Brand Ambassador, Drew brings The Prisoner story to markets across North America, connecting with wine lovers and introducing them to bold vintages like The Prisoner Cabernet Sauvignon 2021 and Pinot Noir 2021.

The Birth of a Cult Brand

The Prisoner Wine Company began its journey in 1998, aiming to disrupt the traditional Napa Valley wine scene dominated by high-end Cabernet Sauvignon and Chardonnay. Its first wine—a red blend anchored by Zinfandel—paid homage to Napa’s history of Italian immigrant winemakers, who cultivated diverse field blends. By combining Zinfandel with Syrah, Cabernet Sauvignon, Merlot, and the rare Italian grape Charbono, the winery created a bold and memorable blend.

“Our founders wanted to break away from convention and craft a wine that stood out in both style and presentation,” Drew explained. The brand’s distinctive label, featuring Francisco Goya’s haunting 19th-century etching *El Pequeño Prisionero* (*The Little Prisoner*), further underscored its rebellious spirit.

“The artwork spoke to us—it was provocative and told a story, just like our wines,” Drew said. Over two decades later, The Prisoner Wine Company continues to push boundaries, blending innovative winemaking with striking aesthetics.

The Prisoner Experience

For Drew, working at The Prisoner’s tasting lounge was like “creating an adult Disneyland for wine lovers.” The lounge quickly became a destination for fans of the brand, offering not just wine tastings but an immersive experience.

“The brand already had a cult following when we opened the lounge,” Drew recalled. “Guests arrived with high expectations, not just for the wines but for the atmosphere and hospitality. We wanted every visitor to leave feeling like they had stepped into the heart of The Prisoner’s vision.”

At the Wine Festival, Drew shared tasting notes for two of the brand’s standout 2021 vintages.

– The Prisoner Cabernet Sauvignon 2021: This wine exemplifies the brand’s commitment to bold, rich flavors, offering notes of dark fruit, cocoa, and a hint of spice.
– The Prisoner Pinot Noir 2021: A vibrant and approachable wine, the Pinot Noir delivers lush red fruit flavors balanced by subtle earthy undertones.

Both wines are a testament to the winery’s ability to create blends that appeal to both seasoned connoisseurs and younger audiences exploring fine wine for the first time.

Engaging a New Generation

In recent years, The Prisoner Wine Company has focused on reaching younger wine drinkers. “We’re meeting them where they are,” Drew said, referencing the launch of *Unshackled*, a youthful and vibrant brand under The Prisoner umbrella.

“We’re crafting wines with bold, tropical flavor profiles that are approachable but still high-quality. It’s about showing people that wine can be exciting and modern—not just something their parents drank,” Drew explained.

Navigating Environmental Challenges

Sustainability is another cornerstone of The Prisoner Wine Company’s philosophy. The winery sources grapes from over 120 growers across California, allowing it to adapt to challenges like drought and wildfires. “Our growers are the lifeblood of what we do,” Drew emphasized. “By working with such a diverse network, we ensure our wines remain exceptional despite environmental uncertainties.”

A Bright Future

As Drew continues to travel and share The Prisoner story, he remains passionate about connecting people to the wines and experiences that make the brand so unique. Whether hosting tastings, educating staff, or engaging with new markets, he sees himself as a bridge between the winery’s bold vision and the wine lovers who make it thrive.

Like for many wine lovers, for him it’s more than a job—it’s a journey shaped by passion, innovation, and the unyielding belief that great wine should be an experience.