The Wine Industry Problem
The wine industry in America is a 30 billion dollar a year industry and it’s been growing. Interest in wine is higher than it’s ever been – more people than ever want to like wine. And yet only 1 in 5 Americans consume wine with any frequency. This seems surprising; If most people want to like wine and only 1 in 5 people consume wine, why isn’t consumption higher? Let’s reverse engineer from the point of view of this want-to-be wine consumer. First, wine is confusing. It’s riddled with foreign language and foreign concepts which lends itself to low consumer-confidence. Second, the way the majority of wine is styled, wine doesn’t taste good to most people. It’s too dry, too tart, or too sweet. Both of these factors together alienate a large group of people.
Our Mission
To CHANGE the wine world
by creating INNOVATIVE, well-balanced wines
that are easy to understand and EXCITING to share
Location
California Fruit Wine
1040 La Mirada Ct,
Vista, CA 92081
tel 858 / 522 / 9463
e info@californiafruitwine.com
Hours of Operations
Open to the public during our monthly release parties (reference calendar).
Open throughout the month for private events.
Our Wines Are…
GRAPELESS 
REFRESHING
WELL-BALANCED
SUBTLY-SWEET
Team
ALAN HAGHIGHI
Co-Founder / Winemaker / Manufacturing
Alan is a rebel. Always has been. And it’s his rebelliousness that has allowed him to think critically and be innovative. After his graduation from high school in 2005, Alan knew his path wouldn’t be a conventional one, refusing to apply to college because of how overvalued he perceived college to be given the cost in both time and money. Instead, he took the highest paying job he could get as a valet/bellman at La Costa Resort and Spa, where he saved up his earnings for what would be an entrepreneurial venture. Alan has always prided himself on his ability to tell the worthiness of an idea. When introduced to fruit wine, Alan knew the idea had potential, especially in San Diego with all of the attention on craft beverages. With no comprehensive guidebook on fruit wine, though, much of his training has come through trial and error, with a few casualties in the process. The result? A deeper understand than you’d get from any textbook. Today, he and his winemaking team, skillfully craft some of the best fruit wine in the world and offer it to you at a fair price that will have you enjoying it on-the-regular.
BRIAN HAGHIGHI
Co-Founder / Chief Marketing Officer
In 8th grade, Brian started reading a college level chemistry book. By high school, he was at the top of his Chemistry and Biology classes. Perfect start for a career as a winemaker, right? Wrong! Brian enjoyed the sciences but knew he didn’t want to be in a lab all day. So at Colgate University, where Brian went to college, he chose a different discipline- political science where he used the scientific method to understand social behavior, with all its nuances and complexities. What is it that motivates people? How do people make decisions in social contexts? How have these things changed over time and what accounts for their change? It’s the answers to these questions that provide the foundation for Brian’s philosophy when it comes to building a company with motivated employees and a meaningful brand. For Brian, context with the customers is of utmost importance and he builds that through CFW’s youtube, facebook, twitter, and instagram pages, and most importantly through their weekly blog. It’s this context that sets California Fruit Wine apart from other companies.
TODD CLEVER
Professional Athlete / Investor
Todd Clever is a young, unconventional dude who just happens to be the Captain of the US Rugby team. We met Todd at one of our events and found instant synergy. Todd’s a laid-back guy, with the type of aura you’d expect from a SoCal surfer. But on the field, there’s fewer guys more intimidating. Although he’s playing Rugby overseas most of the year, he’s super excited to help out where he can. He comes to the team with a high-profile in Japan (where he’s currently playing), Australia, New Zealand, South Africa, and a whole host of other rugby-loving countries. . Check out this segment on Fox 5 San Diego where we made our partnership public.