“A lot of times people enter these industries as a pursuit of passion. They’re taking a risk and we don’t take that lightly. We want to be part of what makes them successful. We don’t want them to have to go back to their day jobs.” —Nena Caviness, co-owner
When Curtis Caviness purchased the St. Helena-based business TCW Equipment in the 1990s, the wine industry was nothing like it is today. At the time, Sonoma County was hardly known for its winemaking, and even in Napa County, the demand for winemaking equipment was as likely to come from home winemakers as a commercial winery.
Today, TCW, which is a second-generation family business, furnishes equipment not only to commercial and craft winemakers but also to breweries, distilleries, kombucha, sake and cannabis extract producers.
“They all need high-quality equipment at competitive prices. They all benefit from the same kind of tools as each other,” says Caviness. And the seamless and accommodating experience TCW offers provides the equipment and provides it well.
Curt Caviness has become an invaluable mentor and advisor as Michael and Nena took the helm in 2019. The business, now located in a warehouse in Santa Rosa off Dutton Avenue, has been expanding even through the pandemic and will be looking for a larger space soon. The equipment and parts they purvey—from valves and pumps and filtration systems to wine presses and bottling lines—are sold throughout the region and country, with customers even as far away as Japan.
They have committed themselves to make the process of researching and purchasing equipment as simple as possible through the company’s website and amenities. Both Michael and Nena have a background in tech and bring a certain tech entrepreneurial spirit to their business in Wine Country.
By offering a comprehensive website, customer-friendly services such as after-hours pick-up of equipment and supplies, and providing bundles and kits for complete crush pads, cleaning equipment, and bottling tables, Michael and Nena bill themselves as a one-stop-shop for all production processes related to winemaking, brewing, distilling, and extraction.
“We have a maniacal focus on trying to make things as easy as possible for customers,” says Caviness.
So helpful and extensive has TCW been to the winemaking industry, customers have long since referred to it as “the Winemaker’s candy shop.”
The Complete Winemaker began as a hobby hardware store — the place to go for hoses and stainless steel fittings — Bob Ellsworth on Albany’s San Pablo Avenue founded it in 1966. When Curtis Caviness purchased the business in the 90’s he began a shift away from the amateur winemakers to focus on serving larger commercial winemakers. Over time, TCW’s easy ordering and curated product line make them not only successful with large commercial clients like Gallo and Constellation Brands, but also with the boutique winemaker community..
Nena says the two are extremely motivated to help new wineries acquire the equipment they need through equipment bundles, which help reduce the barrier to entry in a complex and multi-faceted process. The bundles allow those without a lot of capital and time to procure the equipment they need all at once.
“A lot of times people enter these industries as a pursuit of passion. They’re taking a risk and we don’t take that lightly. We want to be part of what makes them successful. We don’t want them to have to go back to their day jobs,” she says.
Though the business is growing and clients are about 25% in Napa and Sonoma County, 25% in the rest of California, and 50% beyond, the Cavinesses say they plan on staying in Sonoma County, where they place importance on hiring local and supporting the local economy.
“We’re certainly growing and we hope to expand outward, but Sonoma County is where we really want to be. We like the area. We like the community. Our goal is to continue to help our customers and our community thrives.”
Photos courtesy of TCW: The Complete Winemaker
