Winemaking at Center of Effort
"Our winemaking philosophy is to honor the natural character of the fruit while bringing an added dimension of artistry to the wine. We make our wines in small handcrafted lots, always with a gentle touch, and frequently relying on experienced intuition to guide our decisions. For aging, we use only premium French oak barrels that are coopered to our precise specifications.
We also emphasize native fermentations, often favoring the vineyard’s natural yeasts over commercial yeasts. While native fermentations are more challenging, we believe them necessary to achieve the textural depth that is a hallmark of our wines."
Bill Swanson, Rob and Laurie Rossi, Cheryl Swanson
Rob Rossi and Bill Swanson, proprietors of Center of Effort, share deep roots in the San Luis Obispo region. Their partnership, in some ways, is a homecoming. Rob was one of the architects for the original estate facility, and Bill developed a longtime fondness for the property after first experiencing the wine and the setting when the winery opened 30 years ago.
Rob and Bill have traveled extensively over the years, savoring some of the world’s finest wines along the way. With Center of Effort, they endeavor, with their families, to bring their unique experiences together, and to share their vision and commitment for world-class wines from their estate vineyard in the Edna Valley. They have taken charge of far-reaching enterprises and understand those leadership challenges, but they know well that creative greatness requires fine-tuning and focus, especially when it comes to consummate, estate winemaking.
Rob is an entrepreneur, architect and winegrower, and the founder of Rossi Enterprises in Avila Beach. He is a Vietnam veteran of the U.S. Navy, graduating from California Polytechnic State University at San Luis Obispo with a degree in architecture. Rob’s multifaceted interests emphasize historic renovations and reuse projects, and he is a member of the Cal Poly President’s Cabinet.
Bill is Chairman and CEO of Raytheon Company, a Fortune 100 leader in aerospace technology and innovation. Bill graduated magna cum laude from California Polytechnic State University at San Luis Obispo with a degree in engineering. Bill is on various public and private Boards including the Cal Poly Foundation.