While overall wine consumption is at an all-time low, Italian wines still continue to enjoy their time in the limelight, owing to their ability to pair across cuisines. With the 2025 USA Wine Ratings presenting to the 2021 Barolo Perno top honors as Wine of the Year Italy and Wine of the Year, we spoke with Greg Linn, Founder of Greg Linn Imports, whose dual role as importer and producer brings authentic, vineyard-driven wines to the market. We sat down with Greg Linn to discuss the award, the philosophy behind his wines, and what buyers can expect from his portfolio.

Edited excerpts from the interview.

To start, could you introduce Greg Linn Imports, and share your thoughts on winning Wine of the Year 2025 at the USA Wine Ratings?

Greg Linn Wines began in 2000, with our first commercial domestic vintage released in 2002 — a Pinot Noir and a Chardonnay. I’ve always been passionate about Burgundy and European wines, and I felt California wines at the time didn’t reflect the balance I loved. So, I decided to put my money where my mouth was and make wines myself.

That first vintage earned 95 points from Robert Parker, one of the highest ratings for a Central Coast wine. Over the years, through travel and friendships with top European families, Greg Linn Wines naturally grew into Greg Linn Imports. Today, we not only produce but also import wines from Italy and France.

Winning Wine of the Year at USA Wine Ratings is an incredible validation. What makes me proud is that it wasn’t just one critic’s opinion — it was a panel of professionals. That group assessment gives the award even more weight, both for me and for my team in Italy and France who work tirelessly.

Are you primarily an importer or producer? How does that structure work for you?

Both. In Italy, we work closely with two partner producers. I’m in constant contact with them and fly over 4–5 times a year, especially around harvest. While they handle the day-to-day winemaking, all major decisions are made jointly and I make the final call.

So, we import under the Greg Linn Imports label, but also bring in Burgundy wines under both our own and domaine labels. Our portfolio spans from high-quality Barolo to exceptional white and red Burgundies.

You mentioned being cautious about entering competitions. What made you change your mind?

Traditionally, I’ve avoided putting wines in front of a single critic. If that critic has a bad day—be it a cold, palate fatigue, or hundreds of wines to get through—a year’s worth of work can come down to bad luck. But we had previously entered the 2024 Sommelier’s Choice Awards as well and it appealed to me because they use a panel. If one person’s off, the others balance it out. It’s fairer, and it reflects the real market. Our 2021 Barolo Perno won Italian Wine of the Year there, so I thought, let’s see how it fares in the USA Wine Ratings. To my delight, the verdict was consistent — and we walked away with Wine of the Year 2025.

How will you leverage this win and the scores in the market?

Awards are proof points for buyers. We’ll be using them on our website, in presentations, and on social media. More importantly, I’ll take them directly to my buyers and say, “This isn’t just me talking. This is 20 professionals agreeing this is a world-class wine.”

For us, the focus is on the on-premise trade. I believe in personal relationships. I travel, I sit down with sommeliers and buyers, and I tell the story of the wine. The ratings add credibility, but it’s the passion behind the bottle that really sells.

Why did you choose to enter the 2021 Barolo specifically?

Piedmont is the land of Nebbiolo, and Barolo is its king. The 2021 vintage is simply outstanding—the best since 2016. From the moment the fruit came in, we knew it was special: low yields, concentrated flavors, and balance.

We follow a strict vineyard-first philosophy. We limit yields, about 2 tons per acre compared to neighboring vineyards who may hang 12. That sacrifice shows in the glass. In the cellar, we use extended macerations, light pressing, and careful fermentation management to soften the Nebbiolo’s tannins. The result is a Barolo that will age 30–40 years, but one that you can also enjoy at a restaurant table today. That balance is key.

What kind of support do you offer trade partners once the wines are on their list or shelves?

Wine on a shelf doesn’t sell itself. I believe in showing up. I travel, I pour the wines, I tell the story. If the staff isn’t excited, the bottles will just collect dust.

So, we invest in in-person support: tastings, education, storytelling, and direct engagement with restaurant and retail teams. If a buyer needs technical details—yields, maceration times, fermentation temperatures—we provide them. If their staff just wants to know “does it taste good?” we meet them at that level. The goal is always to equip our partners to move the wine confidently.

From your perspective, what trends are shaping Italian wine in the U.S. market right now?

Wine consumption overall is down, and younger consumers are gravitating toward cocktails or lower-priced, refreshing drinks. That said, Italian wines still have huge potential because they’re food-friendly and diverse. The challenge however is education. Too often, the industry talks over consumers’ heads. We need to simplify, share knowledge, and make wine accessible. I always say — never deny a young person a great wine, even if it means just letting them taste it, because how else will they learn? We need more education programs, tastings, and mentoring for the next generation of drinkers.

Looking ahead, how is Greg Linn adjusting its strategy to meet the consumer where they are?

We’re a small producer, so every placement counts. The award gives us a stronger story to tell, but the fundamentals don’t change: focus on quality, keep yields low, and support our buyers in the market. I’m optimistic. Yes, the industry is going through a tough patch and there’s oversupply. But wine has been around for millennia — from kings to poets to presidents. It’s not going away. The market will correct, and when it does, wines of quality will be in demand.

Finally, what message would you like buyers to take away from this win and from Greglin’s portfolio?

Believe in your wines. If you know you’ve got quality, trust it, and put it out there. Our 2021 Barolo went up against roughly 500 wines and came out on top. That win isn’t just for us — it’s for anyone who values craftsmanship, teamwork, and the power of group judgement.

And for buyers: if you’re looking for wines that are vineyard-driven, built to last but also immediately enjoyable, and backed by personal support in the market — Greg Linn Wines is here for you.

Header image sourced from Greg Linn Imports (Website).