An enduring mystery in the American wine market is why Paso Robles is still undiscovered wine country. After all, it’s one of the best spots in Cali for both both good value and luxury wines. Any place that supplies me with good $8 bottles and awesome $80 bottles is my kind of wine region.

Still, very few consumers are in on the secret. Wineries are reacting to this lack of exposure by trying something new. Instead of branding their winery as a single entity with multiple offerings, somies are doing the reverse.

For instance, Hope Family Wines names most of their wines as separate and unique entities: Treana Winery, Candor, Austin Hope and Troublemaker. Each label offers only two wines, mostly just a white and a red. It’s an interesting gambit in which their wine can become well-known while the Hope Family brand remains obscure to all but a handful of wine geeks.

The tactic is working, especially since many of their wines are interesting blends that don’t fit into any per-determined niche. For instance, Treana Red has earned itself a well-deserved following, despite it’s atypical blend of Cabernet Sauvignon and Syrah.

The wine is an inky black with an aroma of liquorice and blackberries. It’s a big wine with broad but delicious flavors. Smoked vanilla and lush tannins roll over sweet oak notes; rich textures evolve into a distinct scent of roasting game over a fire pit. The finish turns from sweet cherry into spice.