Several years ago, a group of friends sat around the dinner table on an early spring evening and enjoyed some good wine with dinner. Between them, they share more than 100 years in the wine business. Together they represent a 30-year veteran of the grape growing business, a Master of Wine, a couple of hardworking wine brokers and a youthful winemaker. One might say they know their stuff.

As the evening wore on, the group became engaged in the idea of creating a value-oriented, quality wine with no boundaries, no rules and no precedent. At the heart of the project would be great fruit. Winemaking would be hands-on without being manipulative -- to let the true expression of the grapes speak for itself. The packaging, along with the premise, would be easy-to-use, fun, friendly, and new.

That evening, NO was born.

Now, three years later, we are harvesting our third vintage of NO Sauvignon Blanc from beautiful rolling vineyards in Northern California's Lake County. Still true to those original goals and ideals, the 2005 NO promises even more of what we love about the 2004 vintage -- perfumey, bright fruit and crisp, well-balanced acidity. That's fancy wine lingo for it smells yummy and tastes even better. Just good juice -- straight from the vineyard to you. Sealed with a Stelvin closure (read screw cap), the only thing standing between you and a perfectly refreshing, food-friendly glass of wine is the simple twist of the wrist.

Go on, twist it. Sense the no-frills pleasure!

Our intent is not to dumb down the wine or enjoyment of it, but rather to eliminate all the superfluous clutter that comes with high-priced, estate-designated, conjured-sense-of-lifestyle wines. In the case of NO, our name says it all. "No oak. No cork. No malolactic fermentation. No Attitude. No Kidding."

This translates into what we believe is one fabulous, drinkable bottle of wine that bucks trends, hype and commercialism and stands proudly with its easy-to-read label and $10 price tag.

Say "Yes" to NO!