Trial by Fire

Meg Rulli

Posted on October 29, 2024

Is there any more enriching and exciting way to learn than from firsthand experience? Hardly. Just ask Portland–based winemaker Meg Rulli.

Rulli first encountered the art of pairing wine with food on a study-abroad trip to Spain. Years later, when she moved to the Pacific Northwest, she recognized its remarkable winegrowing achievements, and her passion for the vine grew. After pursuing certification through Wine & Spirit Education Trust, Meg looked toward the next challenge.

In 2020, with no prior winemaking experience, Rulli took a great leap and bought one ton of Syrah from Yakima Valley. Flipturn Cellars offered its first bottle release in the summer of 2022, and has since continued to grow.

"Those first few years were packed with learning moments—and, honestly, some trial by fire. I think I handled it pretty well."

As a winemaker, you are essentially self-taught. Tell us more: What are some of the challenges that path has presented? What strengths have you brought to overcome the obstacles?

Being self-taught meant jumping into every aspect of winemaking (and the industry)—from sourcing grapes to mastering fermentation chemistry and figuring out compliance once I started selling my wine.

One of the biggest challenges has been not having formal training or hands-on cellar experience. Those first few years were packed with learning moments—and, honestly, some trial by fire. I think I handled it pretty well. Those first few years were packed with learning moments—and, honestly, some trial by fire. I think I handled it pretty well, but the learning curve was steep, and imposter syndrome has been real from day one!, but the learning curve was steep, and imposter syndrome has been real from day one!

At the end of the day, my curiosity, determination, and willingness to ask questions—whether from mentors, peers, or anyone willing to share insights—have been the most valuable tools on this adventure.

"Flipturn" is a name derived from your history as a competitive swimmer. What did you learn from your time as an athlete that now helps you in the cellar?

Swimming teaches you a lot about grit and determination—like jumping into cold water at 5 a.m. for hours of practice every day. It made me a hard worker, and it also taught me to compete against myself, always striving for personal bests in both training and races. That mental toughness has carried over into winemaking and running my business.

In both swimming and winemaking, you’re constantly pushing beyond your comfort zone, testing your limits, and learning to adapt. It’s also about being a team player and developing leadership skills—whether you’re part of a relay or collaborating with others in the cellar. That discipline and mindset have been essential as I’ve built Flipturn Cellars from the ground up.

"Some of my biggest influences have been women in the Oregon wine scene, who’ve shown me that there’s no one right way or clear path to a career in wine."

Have you had role models or mentors who’ve helped you along your journey? How have they helped you move forward?

Absolutely! I’ve drawn inspiration from so many people along my journey—winemakers who allowed me to work in their cellars to gain hands-on expertise, wine professionals who educated me without the snobbery, igniting my passion for continued learning, and vineyard stewards who taught me about the farming side of the industry.

Some of my biggest influences have been women in the Oregon wine scene, who’ve shown me that there’s no one right way or clear path to a career in wine. My mentors and role models have empowered me to ask countless questions and carve out my own unique journey.

Now, I’m excited to pay it forward by sharing my personal insights and helping new winemakers in Oregon embark on their own winemaking journeys. Being able to support others as they start their businesses is incredibly rewarding!

Through your Instagram account @barreldork, you invite your audience into the winemaking process with a passion that really shines. Tell us more about that project and why you do it.

Barrel Dork is all about breaking down the intimidating aspects of wine and making it fun and approachable. I launched it when my passion for wine really took off, especially as I started diving into WSET courses. I wanted a platform to share my love of wine with other curious enthusiasts and, more importantly, to shift the narrative around wine. There’s this lingering idea that wine is only for sommeliers, experts, or seasoned collectors, and I wanted to dismantle that by showing the behind-the-scenes messiness, joy, and realness of wine appreciation—and winemaking.

It’s a space where I can connect with people who love wine but might not fit the typical “wine enthusiast” mold. My goal is to spark curiosity and get people excited about everything—from grape varieties and obscure wine regions to the nitty-gritty of the grape-to-glass journey.  If you’re looking to learn, laugh, and explore wine without the snobbery, join my community by subscribing to the Barrel Dork Newsletter.

In an era when we have so many beverage options, what excites you about wine specifically?

What keeps me excited about wine is how it reflects both time and place—every bottle tells a story. There’s something magical about how wine can transport you to a specific vineyard, season, or region, capturing the essence of the land and climate in every sip. That connection between the earth and what ends up in your glass feels really special.

Wine is also an incredible way to explore different cultures, especially when traveling. Every bottle offers insight into the traditions, values, and landscape of a place—whether it’s a rustic village in Piedmont or a coastal vineyard in Portugal. Tasting local wines becomes a deeper way to understand the people, food, and history of the region you’re visiting.

Beyond that, wine has a unique way of bringing people together. It’s more than just a beverage—it’s a way to connect. 

"If we can break down the pretentiousness around wine and create space for new ideas and perspectives, we’ll build a more vibrant and sustainable industry for years to come."

What do you enjoy most about the wine industry? What would you like to see change about the business?

What I enjoy most about the wine industry is the sense of community. There’s a lot of generosity and camaraderie, especially here in Oregon, where both small and large producers come together to share knowledge, taste each other’s wines, and celebrate one another’s successes. That spirit of collaboration makes the industry feel like home.

That said, there’s still room for growth. The wine industry has traditionally been shaped by a narrow set of voices, and I’d love to see more diversity and inclusion at every level—from vineyard workers to winemakers, wine media, and the consumers enjoying the wine. Making the industry more inclusive and approachable will also help attract younger generations—both as wine drinkers and as future professionals in the field. If we can break down the pretentiousness around wine and create space for new ideas and perspectives, we’ll build a more vibrant and sustainable industry for years to come.

What are your goals for yourself and your company? (No pressure!)

For the immediate future, I want to keep Flipturn Cellars intentionally small, staying true to my core values—crafting food-friendly wines with minimal intervention and sourcing fruit from vineyards committed to regenerative farming practices. I’d love to collaborate with other winemakers on new releases, continue hosting wine tastings and educational workshops, and introduce fun, unexpected grape varietals to the Flipturn label.

In the long term, my goal is to keep building a vibrant wine community through both Flipturn and Barrel Dork, sparking curiosity and excitement about wine in as many people as possible.

Bottom line, I want to always love what I do. After all, I entered this industry fueled by a deep passion for wine—and I never want to lose sight of that.

image for Trial by Fire

Flipturn Cellars

Meg Rulli

  • AVP Wine Collective, 6433 SE Lake Rd
    PortlandOR97222