Dick Vermeil knows what it means to build something special - whether it’s a Super Bowl-winning team or a respected wine label. The former NFL head coach, best known for leading the Rams to victory in Super Bowl XXXIV and for his emotional, high-energy leadership style, has spent nearly 15 years pouring that same passion into Vermeil Wines in Napa Valley.
But like many in the wine industry right now, Vermeil is facing a tough pivot. On January 31, Vermeil Wines officially closed the doors of its downtown Napa tasting room - a move that reflects broader shifts in how Americans, especially younger generations, are approaching wine. With Baby Boomers drinking less and Gen Z and Millennials showing more interest in alternative beverages, the traditional wine model is being forced to adapt.
Vermeil’s tasting room wasn’t just a storefront - it was one of the early pioneers in downtown Napa, helping to shape the area into a destination for wine lovers. Over the years, it became a place where fans of both football and fine wine could connect, share stories, and raise a glass. In a heartfelt message posted on social media, the winery reflected on the memories made there, calling the closure a difficult but necessary step toward a new chapter.
And that next chapter? It’s going mobile.
Rather than pulling back entirely, Vermeil Wines is shifting gears. The brand plans to take its wines on the road, traveling across the country to connect with fans and wine enthusiasts in person. It’s a savvy move in an era where direct-to-consumer engagement is becoming more important than ever.
The winery isn’t disappearing - far from it. Members of the Vermeil Wines club will still enjoy early access to new releases, limited-edition bottles, and exclusive perks.
Personalized tastings will continue as well, now hosted at one of the Thomas Rivers Brown wineries in St. Helena, California - a nod to the brand’s ongoing commitment to quality and connection.
For Vermeil, this isn’t a retreat - it’s a reformation. Just like he adapted on the sidelines when the game demanded it, he’s adjusting again, this time in the vineyards. The tasting room may be gone, but the story of Vermeil Wines is still being written - one bottle, one pour, and one road trip at a time.