“We believe wine should never be intimidating or pretentious but instead it should be about Family, Friends and Fun!”
Vino Latino, like so many things Latin, was born out of passion. The passion began when Ramon Sandoval of San Mateo, California, met Becky Tyner, of Napa, California.
Becky, who is in the wine industry, would often bring wine to dinner with her and Ramon. As their relationship blossomed, so did Ramon’s relationship with wine. Whereas their dates once consisted of going to Fernandos Mexican Restaurant in San Mateo for tequila and beer, Ramon now began to plan dates that consisted of wine and cheese. Ramon, the tequila and Pacifico drinker finally admitted one day, “I can’t drink cheap wine anymore, you’ve spoiled me, but you know, I still don’t see any Mexicans drinking wine.”
Ramon and Becky began to visit wineries owned by Latinos such as Ceja and Robledo. Ramon noticed that there were not many Latinos at these tasting rooms. This inspired him to bring Latino made wines to Latinos. He began by starting a retail company that sold wines from Latino Vintners. But he felt that there was still an under-served market for the beginner wine drinker. He partnered with a winemaker he greatly admires, Fernando Candelario, and together that have launched Vino S Vida, wine made for Latinos by Latinos.
Ramon Sandoval is a first generation Mexican-American. He was born and raised in San Mateo, California. Ramon has always been very proud of his Mexican heritage and is passing that on to his own children.
Ramon’s background is in marketing and expanding Latino markets in the grocery industry. He uses his bilingual skills and experience working in the Latino market to reach the Hispanic community for Vino Latino. His passion is introducing people not only to good wine, but good wine made by Latinos right here in the USA at a price everyone can afford.
Fernando Candelario got his first job in the wine industry as a teenager when he was offered a job working on the bottling line at Robert Mondavi Winery. He quickly proved himself a hard worker and was made supervisor. While working on the bottling line he found himself drawn to the cellar, where wine is made.
After Mondavi he helped launch the brand T-Vine before starting his own brand, Voces. In addition to Voces he is the winemaker for La Rochelle Winery in Sonoma. In 2019 he became partner and winemaker for Vino S Vida. He says that if he’s going to make a $15 bottle of wine, it’s going to be the best $15 bottle of wine you’ve ever tried!