Instinct and “Electric Focus”

Ashley Holland

Posted on April 16, 2025

Every winemaker hails from circumstances that makes them unique. The best will leverage their life experience and use it to make their work in the cellar more distinctive. Ashley Holland is one such winemaker, harnessing instincts and insights she first learned on an Oklahoma horse ranch to guide her in creating organically farmed, increasingly acclaimed California wines.

With roots in the American heartland and a lifelong love of working with animals, Ashley was studying to become a veterinarian and riding on the equestrian team at Oklahoma State University. Then, quite unexpectedly, she veered into the wine world, lured by a beverage education class that introduced her to the expressive potential of the grape.

“I grew up on the back of a horse,” says Ashley, “I have always felt a certain way as soon as I walk through the doors of the barn. I feel that exact way walking into the winery, it is always an emphatic “hell yeah!” when I walk into the cellar. 

Trusting her instincts has led to a sure path. After working harvests in Australia and New Zealand, Ashley landed in Sonoma County, where she has not only become a sought-after winemaking consultant but launched Read Holland Wines, recently named one of  “15 New California Wineries You Need to Know” by Food & Wine Magazine.

"Growing up in Oklahoma, horses were my whole world. The quiet communication between horse and rider taught me about intuition, patience, and trust. These lessons mirror winemaking—reading what’s in front of you, trusting your instincts, and knowing when to let go."

As a former veterinary student, you've declared a love for animals and horses in particular are a passion. Say more.

Growing up in Oklahoma, horses were my whole world. The quiet communication between horse and rider taught me about intuition, patience, and trust. These lessons mirror winemaking—reading what’s in front of you, trusting your instincts, and knowing when to let go.

I rescued a Quarter Horse mare 17 years ago, Lotty, she is a big part of my world. More recently I adopted a feisty tuxedo named Arrow. I will forever be the girl who wants a whole menagerie of animals in her backyard. I love the lessons animals have to share with us unconditional love, how to ground, responsibility, respect…the list goes on! 

Tell us about your time in Australia and New Zealand. How did those experiences inform your winemaking style?

They were pivotal. In New Zealand, I worked at Whitehaven, Cloudy Bay, and Two Rivers in Marlborough. There is a saying ‘when the student is ready the teacher appears’ and in walked Sauvignon Blanc. I feel as though I went to the University of Sauvignon Blanc. The varietal taught me many a thing about picking decisions, stability, fermentation dynamics, aromatic expression, lees, I could go on & on!

I was able to really hone in on my ethos around winemaking by spending 5 years working on Sauvignon Blanc in New Zealand. Australia was equally formative—I got to work with Shiraz, Cabernet, and Chardonnay in Coonawarra. I saw a totally different approach to ripeness and structure and extraction. Both experiences taught me the importance of site, intention, and collaboration—and how to work hard and have fun doing it. 

 

What are some of the wines that have helped you expand your palate and mind as a winemaker?

Wines from Alsace and the Mosel, particularly dry GG Rieslings, opened my eyes to texture, energy, and acid balance. Te Koko Sauvignon Blanc from Cloudy Bay, a barrel-fermented Sauvignon Blanc showed me the true versatility of Sauvignon Blanc. A rare chance to taste with Bernard at Domaine de la Romanée-Conti in Burgundy tasting vintages back to the 1970’s blew my mind regarding aged wines and how alive a wine can be, terroir is real! Dauvissat Chablis is forever in my heart and a reminder that wines do not have to be perfect or polished to deeply resonate with someone. 

Who are some of the people who've served as your mentors?

Bob Cabral, without a doubt. Working under him at Three Sticks was a masterclass. He saw something in me before I fully saw it in myself and pushed me to rise to that potential. I’ll always be grateful for his belief, his honesty, and his high standards. Don Van Staaveren, who I also met at Three Sticks is like a guru to me. With him it was never just about the wine. It was about why we make it, and how we love while we make it. I also carry with me the lessons from many cellar friends along the way—you truly learn something from everyone.

"I really love the people part, the many hands that touch a wine before it is in bottle. It’s creative and instinctive and completely alive!"

What’s your favorite part of the winemaking process, and why?

Harvest mornings—when the fruit rolls in there is such a creation energy filled with potential! There’s this electric focus in the air, and all of these amazing people to create with. I really love the people part, the many hands that touch a wine before it is in bottle. It’s creative and instinctive and completely alive!

What are some of the challenges you’ve encountered as a winemaker and entrepreneur?

Wearing all the hats—creative, technical, financial, and logistical—can be overwhelming. As a small brand without significant capital, balancing ambition with reality is a constant challenge. Additionally, as a woman in the industry, earning respect and being taken seriously has required perseverance. These experiences have made me more determined to create wines with integrity and authenticity.

"I would like to see all of the people involved in grape growing and winemaking acknowledged more, beginning with visa opportunities and fair wages. "

What do you love about the wine industry? What do you wish you could change?

I love the camaraderie and how wine connects people across cultures and stories. The uniqueness of each vintage and winemaker keeps the industry dynamic. However, I’d like to see more transparency and equity, especially regarding access to land, capital, and opportunities.

At its best, wine is humble and generous, and fostering that spirit is essential. I would like to see all of the people involved in grape growing and winemaking acknowledged more, beginning with visa opportunities and fair wages. It takes so many people to farm the vineyard, harvest the fruit, and make the wine. It is not just the winemaker doing everything. 

What’s in your glass at the end of a long day?

It depends on the mood. Often, it’s a cold glass of Champagne or Chablis. If it’s red, I go for something with lift—I love Barbaresco! On days when I turn to the spirit world, I love a G&T, campari spritz, or a classic daiquiri with agricole rum.