Drive west out of Paso Robles, past the head-trained vines and slow-curving two-lane roads, and the landscape shifts. Hills rise. Oak trees twist into the sky. The vineyards grow tighter along the slopes, and the air feels stiller. This is Willow Creek, where the ground is limestone and the ambition runs deep.

Tucked into this terrain is Booker, a winery that has never chased the spotlight yet continues to turn heads. Founded by Eric Jensen, a self-taught vintner who came to Paso looking for something real, Booker has always been rooted in conviction.

When Jensen bought the property in 2001, Paso Robles wasn’t a national name. It was raw and relatively undiscovered, but it had potential—and the right people. Jensen learned from the best in the neighborhood, including Stephan Asseo and Justin Smith. He named the vineyard after its previous owners, Claude and Dick Booker, two local brothers known for giving generously and keeping to themselves.

The first Booker vintage came out in 2005 and immediately caught attention. But Jensen never tried to scale fast or smooth out the edges. His focus was on quality and staying tied to the community. That commitment showed up in more than just the wines. He helped launch PURPOSE, a nonprofit wine auction that has raised over nine million dollars to support causes in the Paso region. He partnered with Must Charities. He saw wine as a way to build something lasting.

That original intent still runs through the vineyard today. Booker began farming organically in 2006, well before it became fashionable. In 2021, the winery earned official organic certification. By 2023, it was Regenerative Organic Certified, a designation that goes deeper—focusing not just on what’s left out, but on the health of the soil, the ecosystem, and the people tending it.

General Manager Pete Turrone says the shift to regenerative practices made the vineyard healthier and the wines more expressive. “Healthier soil means better water retention, more microbial activity, more resilience,” he says. “And that translates into cleaner, more focused wines.”

During Earth Day week this year, Booker hosted guests out in the vines—cover crops flowering, compost heaps steaming, ladybugs doing their work. It wasn’t a sales pitch. It was an open-door moment. “People want to know what’s behind the label,” Turrone says. “We’re happy to show them.”

Inside the cellar, change has been steady but measured. In early 2025, Booker named Molly Lonborg as Senior Winemaker. She’s spent over fifteen years in Paso, most recently at Alta Colina, and brings both technical precision and stylistic restraint to the role. Her winemaking approach emphasizes brightness, texture, and balance over brute strength.

“The soils here give us incredible natural intensity,” she says. “My goal is to harness that power and shape it into something elegant and age-worthy.”

Pete Turrone. Credit: Booker Winery

One of her early projects is getting Booker’s wines labeled as made with organic grapes—a subtle change that signals a bigger message. “It’s a way to communicate the care we put into the process,” she says. “These are wines that express place and are made with respect for it.”

Lonborg has also brought a spirit of collaboration to the team. Known around Paso for her openness and generosity, she views winemaking as a shared craft. At Booker, she found a group that was ready to evolve without losing its core.

That balance—staying rooted while moving forward—also guided Booker through a major transition. When the winery was acquired by Constellation Brands, many longtime fans raised eyebrows. Would Booker become just another label in a portfolio?

Turrone says those concerns were addressed right away. “When a winery moves from an owner-founder model to a corporation, there’s a risk of losing your soul,” he says. “But that didn’t happen here.” The leadership team stayed in place. Farming practices didn’t change. And according to Turrone, they were given one clear directive from above—don’t mess it up.

What did change was behind the scenes. There was more support for infrastructure, staffing, and long-term planning. “We didn’t have to cut corners anymore,” he says. “We could double down on what we were already doing well.”

That investment shows up in the guest experience. In 2021, Booker opened a new tasting space overlooking the estate vineyards. Designed by Juancarlos Fernandez with interiors by Katie Martinez, the space is clean-lined, warm, and grounded in the landscape. Inside, there’s a curated record collection and low-slung sofas. Outside, the terrace gives way to hills stitched with vines. The effect is immersive without being precious.

Jensen had a vision for it—a place where guests could relax, play records, walk the vineyard, and feel part of something. “We didn’t want a temple,” Turrone says. “We wanted a home base.”

Guests can opt for seated tastings, explore by the glass, or book a private tour that includes the cave, carved deep into the hill. And for those who want to go deeper, there are workshops, dinners, and vineyard walks that go well beyond the surface.

Booker is one of the most respected producers in Paso Robles. That reputation comes from consistency—farming that is thoughtful, winemaking that is honest, and a team that is invested in the land they steward.

The wines featured in the Wine Recommendations section were provided by the winery for the purpose of review. The selection and tasting of these wines were independently conducted. No compensation or incentives were provided for inclusion in the story. As always, the top priority is to provide readers with informative reporting.

Wine Recommendations

• 2023 “Fracture” Syrah – The nose opens with intense aromas of blackberry, plum, and crushed violets, lifted by hints of black pepper and smoked meats. Powerful on the palate, layers of blueberry compote, crème de cassis, and espresso are wrapped in dense, supple tannins. The finish is long and luxurious.
• 2023 “Vertigo” Rhone blend – Dense aromas of blackberry, blueberry and liqueur leap from the glass, complemented by hints of cocoa and espresso. The palate showcases black cherry, plum, and subtle earthy spice, wrapped in polished tannins and vibrant acidity.
• 2023 “Oublié” Rhone Blend – Opulent aromas of dark berries, plum, and wild herbs leap from the glass, accented by seductive floral and spice notes. On the palate, waves of raspberry and currant meld with hints of cocoa and clove, framed by seamless tannins and lively freshness. The finish is polished and persistent.
• 2023 “Ripper” Grenache – High-toned and expressive, the wine opens with a burst of raspberry, cranberry, and red plum, lifted by hints of baking spice and a touch of sweet oak. It glides across the palate with lively acidity and silky tannins, offering layers of fresh red fruit, subtle earth, and spice nuances. Elegant yet concentrated, it finishes with precision and energy.