Our Story
A Hidden Gate to
Untracked Terrain
The journey of White Rabbit is rooted in its owners' collective love for Napa's vineyards and the picturesque mountainous landscape. In January 2024, a group of local Napa Valley families seized the opportunity to acquire this exceptional 12.5-acre Merlot vineyard on the upper slopes of Atlas Peak.
Drawing inspiration from fond memories of skiing Northstar's snow-laden slopes together, along with the sense of humor that is the cornerstone of their friendship, the partners aptly named the vineyard after the "White Rabbit" ski run - a hidden gate to untracked terrain, known only to those willing to explore.
The Terroir
Above the Fog,
Closer to the Sun.
Atlas Reserve is an exclusive 200-acre mountain vineyard property in the Atlas Peak AVA of Napa Valley. Mountain conditions at 1,600 to 2,000 feet create a distinctive growing environment that shapes every vine on the property.
Founded by a group of local Napa Valley families with deep roots in the region's winemaking heritage, the property encompasses 36 planted acres of Merlot, Cabernet Sauvignon, and Cabernet Franc. White Rabbit is the first single vineyard wine to emerge from Atlas Reserve.
The Wine
2024 Merlot
Planted in 2004 with Clone 181 Merlot, these vines benefit from over 20 years of root development in this volcanic mountain terroir. The result is a small-production wine of distinctive mineral complexity - a chalky character that speaks to this unique site.
A lively, aromatic wine with beautiful floral notes of violets and lavender, layered with blueberry, raspberry, boysenberry, and dark plum. Crafted to be drinkable upon release with both body and balance, yet with enough structure to reward patience.
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Interested in our wine, allocation opportunities, or partnership inquiries? We'd love to hear from you.