Welcome to DIRT: Directly Impacting Regenerative Transformation

We’re Nicole and Michael, founders of DIRT Wine, and we believe wine can do more than delight the senses. We believe it can help restore the land, reconnect people to where their food comes from, and inspire a more regenerative future.

DIRT began with a simple but unsettling realization: while regenerative agriculture has the power to rebuild soil, restore ecosystems, increase biodiversity, and strengthen climate resilience, very little of the wine industry was talking honestly about what was happening both in the vineyard and in the bottle.

We wanted to change that.

We began by transitioning Nicole’s family vineyard, Mariah Vineyards on California’s rugged Mendocino Ridge, to regenerative farming practices. In 2021, we proudly launched the first wines in the world with the Savory Institute’s Global Land to Market Verified regenerative seal, helping demonstrate what’s possible when farming and winemaking prioritize ecological health, transparency, and long-term stewardship.

Meet Nicole

Nicole is the heart behind DIRT Wine. A dedicated ER trauma nurse and Head of Regeneration at Mariah Vineyards, she has spent her life caring for people and the planet with equal urgency. Whether tending vines or patients, Nicole believes deeply in systems that heal rather than harm.

Her grounded, warm, and clear-eyed perspective reminds people that regeneration is not an abstract idea. It is something tangible that can begin with the choices we make every day, including what we pour into our glass.

Meet Michael

Michael is the vision behind DIRT Wine. Born and raised in Switzerland, he spent years leading high-performing teams across Europe’s Fast-Moving Consumer Goods industry before ultimately trading boardrooms for vineyard rows on California’s North Coast.

Today, as Head of Operations at Mariah Vineyards, Michael brings precision, humor, and an unshakable commitment to transparency to every aspect of DIRT. He believes business can and should be a force for environmental restoration, community resilience, and meaningful change.

Why DIRT Exists

At DIRT, we are not interested in greenwashing or empty marketing claims. We believe consumers deserve radically transparent wines grown with integrity and accountability.

That means farming in ways that support biodiversity and soil health. It means independently testing our wines for chemical residues. It means continuously learning, measuring ecological outcomes, and asking hard questions about the future of agriculture and wine.

Most importantly, it means remembering that wine is agricultural before it is luxury.

Every bottle of DIRT is a vote for healthier ecosystems, thriving family farms, and a more connected food system. We’re grateful you’re here and honored to have you walking this path with us.

Cheers,
Nicole & Michael

Email Us: hello@dirt-wine.com
Instagram: @dirt_wine