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Some dreams are made from passion, others stem from tradition. For Luis Hurtado as a third generation family of Mexican immigrants working in the Napa Valley wine industry, inspiration is drawn from generations of hardwork and devotion.


In 2018, three friends Luis Hurtado, Armando Ramirez and Avelina Juarez explored many wineries in the Napa Valley. From those experiences they were inspired to create Napassion. During their journey throughout Napa Valley Armando and Avelina have developed a fine palette with the guidance of Luis and together the three committed to creating exceptional Napa Valley wines.


Luis Hurtado’s and Avelina Juarez’ families have a history working in the wine industry in Napa Valley. Fermin Hurtado Sr, Luis’ grandfather, migrated to the U.S. in 1947 as a bracero when he was just 18 years old. In 1968, his abuelo Fermin had found his way to Napa where he began to work for the renowned Charles Krug winery and later alongside the prominent founder Charlie Wagner of Caymus Vineyards. Following in his footsteps Fermin’s son Fermin Hurtado Jr began to work for wine royalty such as Peter Mondavi, Domaine Chandon, and Duckhorn Vineyards. These two great men took risks and worked hard so that the next generation of the Hurtado family would have a better life.


Napassion honors the determination of a family and the shared love for quality winemaking. For Luis, Avelina and Armando Napassion wine proves that dreams from generations past can come true. From their family to yours, salud!

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