From Vine to Vision: How John Noer is Building a Legacy in Virginia Wine Country

Originally published by Farm Credit of the Virginians

In the heart of Augusta County, Va., a fresh twist on a time-honored tradition is coming to life. At just 30 years old, John Noer is spearheading an ambitious venture in the Shenandoah Valley, transforming a historic farm into Noer Vineyards—a unique vineyard and winery. What sets this operation apart is its underground wine cave, which houses the production facility. One of only a handful on the East Coast and the largest in Virginia, Noer Vineyards’ wine cave is truly worth a closer look!

John’s journey into viticulture began long before Noer Vineyards was even a concept. As a teenager in Western Loudoun County, he helped his father tend a modest two acres of grapes. After a stint in Arizona working in specialty agriculture, John returned to Virginia to work at Willowcroft Farm Vineyards, Loudoun County’s oldest winery. There he gained hands-on experience in the vineyard, cellar and even tasting room, which contributed to the knowledge and confidence John needed to take the leap into his own vineyard project. 

In 2018, after visiting 85 properties throughout the Shenandoah Valley, John and his family purchased the parcel of land in Verona, Va. that would become the foundation for their vertically integrated estate winery. They planted their first 25-acre block of vines in 2020, and continued adding 25-acre blocks until they reached the 100 acres under vine on the property today. By 2024, Noer Vineyards produced its first vintage in-house, and a second vintage is already underway this year. The goal is to eventually have 200-220 acres under vine, growing about 15 varietals. Currently Noer Vineyards grows 13 grape varietals, including pinot blanc, pinot gris, semillon, sauvignon blanc, chardonnay, viognier, riesling, pinot meunier, pinot noir, merlot, cabernet franc, petit verdot and cabernet sauvignon. Seven white wines from the 2024 vintage are currently available, with reds still aging in the cellar.

One of the most distinctive features of the winery is its underground cave production facility, a decision driven by both economics and wine quality. With his economist father’s guidance, John realized that the cave facility would pay off in 16-17 years, much faster than the steel building he’d originally planned on for production. John explained, “There’s no HVAC, lower maintenance and energy costs, plus reduced wine evaporation in barrels.” The cave also provides ideal humidity and temperature conditions, making it a smart long-term investment for wine production.

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