Xander Soren
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Few California wine producers begin their journey with Japanese cuisine. Yet for Xander Soren, a boutique wine producer based in Sonoma, Japan became his starting point. His path into wine is unconventional and deeply personal. A long-standing affinity with Japan inspired him to craft wines specifically designed to pair with Japanese cuisine, while, after a two-decade career at Apple, he embarked on a new path as a wine producer.
A Childhood Fascination That Became a Lifelong Passion
Soren grew up in Chicago, where his curiosity about Japan began unexpectedly. At around eleven years old, he had chances to be exposed to Japan. A neighborhood Japanese restaurant introduced him to the culture, and also he enjoyed watching Japanese children’s television programs. He later discovered the films of Akira Kurosawa and in college, he studied Japanese history, deepening an interest that would eventually shape both his personal and professional life.
That fascination only grew during his twenty-one years at Apple. As one of Apple’s early employees, Soren worked closely with Steve Jobs during a defining period in the company’s history, where he contributed to products such as GarageBand, the iPod and iTunes. Business trips brought him to Japan, while holidays became opportunities to spend weeks exploring the country, its food culture and its people.
Over time, visits evolved into lasting friendships with chefs, sommeliers and restaurateurs who would later play an unexpected role in his wine journey.
Lessons Beyond Technology
Soren credits much of his professional philosophy to Apple—and particularly to Steve Jobs. Looking back, he sees clear parallels between Apple’s design thinking and traditional Japanese aesthetics: meticulous attention to detail, simplicity and the elimination of anything unnecessary. Those principles would later influence not only his wines, but also the way he built his brand.
Another revelation came through dining. A Japanese sommelier introduced him to the idea of pairing fine wine with Japanese cuisine—something new to him. Rather than forcing wines to fit Japanese food, he wondered whether wines themselves could be created with Japanese cuisine as the starting point.
Chardonnay bottles, the new addition to Xander Soren Wines, with Ginko Tree
Photo by Conan MorimotoCreating Wine Around Japanese Cuisine
In 2012, Soren began making wine as a hobby, producing only about 300 bottles. Rather than making bold, fruit-driven wine, he focused on elegance, freshness and precision—qualities that complement the subtle and delicate flavors of Japanese cuisine. Pinot noir naturally became the first choice. Now he has expanded his wine portfolio to include chardonnay.
To achieve this style of wine, he selects cooler-climate coastal sites in California. Fruit is sourced from renowned vineyards, such as Yuki vineyard in Sonoma Coast and Sanford & Benedict vineyard in Santa Rita Hills. Soren says, “the ocean influence creates a perfect complement with umami-rich cuisines from Japan, even seafood.” He has partnered with Shalini Sekhar, an award-winning winemaker who share his vision for restrained, food-oriented wines. She mentions, “when creating pinot noir to pair with Japanese cuisine, we value balance and texture as much as aromatics. Creating harmonious, cool-climate wines is at the heart of our philosophy.”
Whenever he visited a restaurant or met a new chef or sommelier, he brought his wines—not as a sales pitch, but as an invitation to begin a conversation and try his wine with the cuisine. “Every bottle became an expensive business card,” Soren says with a laugh. He sincerely listened to their feedback, and made kaizen, continuous improvement on his wine. As his relationships deepened and demand for the wines grew, what had started as a hobby gradually became a full-time pursuit.
When Soren decided to devote himself fully to wine, launching first in Japan felt like the natural choice. The official debut took place at Park Hyatt Tokyo in 2023 where he has been a regular guest, while the U.S. launch followed a year later.
Built on Trust Through Relationships
Today, Xander Soren Wines has approximately one hundred customers in Japan and is also well-received in the United States. Among them are some of the country’s most sought-after establishments, including acclaimed sushi restaurants, Michelin-starred dining rooms, luxury hotels and internationally recognized destinations. Yet Soren believes the real achievement is not the account list itself. His dedication to build the relationship came first. Especially in Japan’s fine dining community—where relationships are often built over many years and carefully protected—such endorsements carry particular significance.
Also, he is building a brand in a way that respects Japanese culture. The logo is inspired by kamon, a traditional Japanese family emblem. The photography is produced in Japan, capturing the beauty of the country’s changing seasons, label colors are inspired by the four seasons and design including gift boxes embraces Japanese aesthetics throughout.
Xander Soren (right) and Chef Kyle Connaughton (left) at SingleThread in Sonoma
Photo by Yuri Shima
The growth and recognition of his wine have come largely through word of mouth, supported by chefs, sommeliers and wine lovers whom he has built relationships with. Among those supporters is Chef Kyle Connaughton of SingleThread, the three-Michelin-starred restaurant in Healdsburg, Sonoma.
Like Soren, Connaughton’s culinary philosophy has been profoundly influenced by Japan, specifically Kyoto. After years working and studying in Japan and abroad, he returned to California determined to create a true farm-to-table restaurant, showcasing Sonoma and California ingredients through his own culinary vision.
His wine program intentionally emphasizes Sonoma producers, and Soren’s wines fit naturally into that vision. “We’re taking opposite approaches,” Connaughton says. “But the goal is the same.” Connaughton introduces Japanese philosophy to Sonoma cuisine. Soren introduces Sonoma wine to Japanese gastronomy. Together, both demonstrate how cultural exchange can inspire and create new expressions of food and wine.
Fumio Yonezawa, another acclaimed chef who has known him for nearly a decade and worked in both the United States and Japan, shares a similar view. “While I use spices and herbs, my cuisine is always centered on bringing out the essence of the ingredients. That’s why I think it pairs so well with his wines—his pinot noir, as well as his recent whites and rosés—which have such a pure, vivid expression of the grape.”
More Than a Wine Brand
For Xander Soren Wines, the story came first—a lifelong fascination with Japan, friendships built over decades and a desire to create wines that express not only California terroir but also a deep respect for another culinary culture. That may ultimately be what makes his wine distinctive.
In the United States, in addition to selected restaurants, Xander Soren Wines are available through its website.
With Chef Fumio Yonezawa at No Code in Tokyo
Photo by Yuri Shima
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