Soul Proprietors

Riley Hubbard, Hubba Wines & Aaron Jackson, Aaron Wines

Paso Robles proudly plays host to a community of owner/winemakers who built their boutique brands on passion, hard work and a pioneering spirit. These scrappy entrepreneurs are shaking up the perception of wine. They are proving that wine doesn't have to come from a lavish property, a multigenerational family or a second career to be great. Exceptional wine comes from a bit of heart and soul and a great deal of determination. 

Meet Riley Hubbard, Owner and Winemaker at Hubba Wines 

Originally from San Diego, Riley travelled north and attended Cal Poly in San Luis Obispo before getting her first job in the wine industry, at L’aventure Winery, in Paso Robles. Riley found herself working among a group of French interns, who inspired her to attend a master's program in the south of France. Shortly after, Riley packed up her life and headed to Europe to continue her education spending the first year in Montpellier, France and the second in northeast Italy, where she gained a Masters in enology and viticulture. After spending three years abroad she returned to Paso with a mission to start her own winery.  

Hubba Wines: After making wine for eight years with Desperada in Tin City, Riley started Hubba in 2016. Hubba Wines is named after Riley’s last name. Riley makes her wines a family-affair, employing the help of family and friends to produce Hubba Wines. In fact, each wine bears a special name, paying homage to one of Riley’s family members, friends or mentors.  

With her deep appreciation of nature, Riley loves to get her hands dirty, involving herself in every aspect of the winemaking process. However, she takes a secondary approach, following nature’s lead - with minimal intervention and no additions. She is mindful of every step of the way, chooses sustainable vineyards with viticulture practices she agrees with, and makes wines as naturally as possible. Hubba wines are a reflection of Riley’s international influences, inspiration from friends and family, and her never-ending wanderlust. 

“I love the idea that wine is vintage by vintage. Whatever the vintages give you, that's what it's going to taste like. It's a product of our environment, that to me is very special."

“It’s a slow go in the wine industry, I started off really tiny,” Riley says. But you would never know that today. Now, Hubba Wines is consistently selling out. To the point that Riley had to get creative. Her space has grown so popular that she's expanded her program to include a rotating tap list of "The Crossing" wines, made by Riley and her friends, available by the glass, carafe or refillable box to take home. Enjoy some Lebber's Pizza during your visit in the heart of Tin City, and even catch live music on their outdoor patio. Hubba Wines is a space for friends to gather and with Riley and her team's welcoming and bright spirit, you'll find yourself never wanting to leave. Riley invites you to share her wines with friends, family, food, and whatever the day brings. 

"I don't think I'd be in business if it weren't for the whole community."

Meet Aaron Jackson, Owner and Winemaker of Aaron Wines

Aaron Jackson grew up living and breathing the Central Coast, constantly inspired by the wine-fueled world around him. This inspiration led him into the wine industry at a young age where he quickly found his passion.  

“My wines are like my love letters to the Central Coast. Every time I create one it’s me feeling prideful and honoring the place where I grew up.” 

A wine that inspires - that’s what Aaron wanted to create when he started Aaron Wines in 2002. For Aaron, it was not about trying to fit the mold of the wine industry, instead his focus was on doing what inspired him and sharing it with others. 

He started his company with 1000 bucks of tip money that he had saved from working at an oyster bar in Cambria. For him, winemaking was no ego trip, it was his way of pursuing his passion in his own backyard.  

Aaron Wines broke into the wine industry early on and has left its mark ever since. Aaron credits Tin City and the local community for this entry into the industry. “Tin City has given us an area that serves as an incubator to new brands.” As one of the early adopters of Tin City, the location was a leap of faith, no one could’ve anticipated what it would become.  

“Conforming to the norm and appealing to the status quo have never been an interest of mine, and it certainly does not find its way into my winemaking.”  

Aaron Wines broke into the wine industry early on and has left its mark ever since. Aaron credits Tin City and the local community for this entry into the industry. “Tin City has given us an area that serves as an incubator to new brands.” As one of the early adopters of Tin City, the location was a leap of faith, no one could’ve anticipated what it would become.  

Today, Aaron works with 20 different groups of vineyards, five out on the coast and 15 on the west side of Paso Robles. He specializes in Petite Sirah, a challenge he sought out early on. When he started out there weren’t a lot of great Petite Sirah sites planted, so it took a lot of work early on in his career to get growers to create new grape sites. He wanted to build something that no one was looking at, that had potential in Paso Robles, and reflected his youthful personality. “We always say we take our winemaking seriously, we don't take ourselves too seriously.” 

Visit Riley and Aaron in Tin City:  

“Turns out this spot… people like tin city.” 

Tin City is a magnification of what Paso is about. Helping other people and trying to have everyone succeed instead of just yourself.

Where the Locals Go:  

Riley and Aaron shared their "things to see and do" in Paso Robles. Build your itinerary based on recommendations from two locals at the heart of Paso winemaking scene, and maybe discover something new along the way. 

More to Explore