(PD) - Adam Lee, the winemaker at Siduri Wines, had to be talked into opening his winery’s new tasting room right off the busy Healdsburg Plaza.

It was a matter of numbers. In a town of almost 11,000 residents, there are 36 tasting rooms — 34 clustered in its small downtown alone.

“In Santa Barbara, there are tons of tasting rooms. How does a place distinguish itself? That was a concern of mine,” Lee said.

Lee, 52, and his wife, Dianna, founded the Siduri pinot noir label in the early 1990s and then became a kind of Horatio Alger story when it was bought in 2015 by Jackson Family Wines. They were already comfortable in their Santa Rosa industrial warehouse location where they made the wine, carving out a small wooden tastings bar for the in-the-know fans drawn to its vast West Coast vineyard selections and minimalist winemaking.