The Riboli Family Wines portfolio has a significant new flagship: San Simeon Estate opened its tasting room and culinary destination in Paso Robles' Willow Creek District this month, bringing together limited-production wines, a chef-led dining program, and a hospitality philosophy built around personalized guest experiences. The 50-acre property, with 32 planted vineyard acres, marks the first dedicated estate presence for the San Simeon brand, which the Riboli family launched in 1992.
The Culinary Program
Chef Justin Lewis leads a food program integrated across the entire property rather than confined to a formal dining room, allowing guests to pair wines with small seasonal plates wherever they settle on the estate. The menu draws directly from the Central Coast's geography — Morro Bay seafood, artisan pasta, ranch-raised meats, estate olive oil, and produce and herbs grown on-site. A San Simeon Burger nods to the site's local history. Planned programming includes weekend brunch, private dinners, family-style gatherings, and rotating culinary events, with menus evolving seasonally. For operators watching how wineries are raising the bar on food-and-beverage integration, the model here — where the culinary program is woven into the visit rather than offered as an add-on — reflects a broader shift in premium hospitality destination development.
Sustainability underpins both the wine and food sides: the estate sits among CCOF Certified Organic vineyards and holds Certified California Sustainable Winegrowing certification for both vineyard and winery operations. Local sourcing and estate-grown ingredients carry that commitment into the kitchen.
The Wine Portfolio
Winemaker Brian Benson, working alongside fourth-generation winemaker Anthony Riboli, draws fruit from three Willow Creek properties and an expanding range of Bordeaux varieties. The new tasting room pours a nine-wine Reserve portfolio spanning whites, rosé, and structured reds. A forthcoming Augustus series will add four red blends highlighting Willow Creek's distinctive character; the line is named for the ship on which Riboli family matriarch Maddalena traveled from Italy to the United States in 1931, with wave-inspired label details connecting that heritage to San Simeon's coastal identity.
"Our Reserve portfolio is an opportunity to showcase the diversity of wines we can produce here on the Central Coast," said Anthony Riboli, fourth-generation winemaker at Riboli Family Wines. "From bright, expressive whites and rosé to rich, structured reds, each wine has its own personality."
Hospitality Philosophy
The estate's approach to service is deliberately informal without being casual. Wine flights are available throughout the property, and guests without reservations receive a welcome pour and a seasonal bite while they explore the gardens until a table opens. General Manager Josh Messina, who also oversees sister property Jada Vineyard & Winery nearby, described the orientation plainly: "There are no walk-ins here, only new guests. We learn what interests each person, then build the visit around it."
The property sits approximately 15 minutes from downtown Paso Robles and within easy reach of Cambria and Highway 1, positioning it as a natural stop on itineraries that span wine country and the California coast. Its proximity to Jada Vineyard & Winery gives visitors two distinct Riboli family estate experiences within the same district — a clustering strategy that rewards destination-minded travelers and encourages longer stays.
For industry professionals tracking how multi-generational wine families are evolving their direct-to-consumer channel, San Simeon Estate represents a studied investment in experiential beverage hospitality — one that ties culinary execution, sustainable farming credentials, and personalized service into a single, cohesive destination.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
