In the heart of San Luis Obispo’s growing wine scene, El Lugar Wines is crafting wines with a deep sense of place. Founded by Coby Parker-Garcia and his wife Katie Noonan, El Lugar focuses on small-lot, vineyard-designate Pinot Noir that truly captures the essence of its origins. 

The winery’s name perfectly encapsulates its philosophy. “El Lugar means the place. For us, it’s about the location, not only the SLO Coast, but also the vineyard,” Coby explains. This focus on terroir drives everything they do, from vineyard selection to winemaking practices.

A Winemaking Journey Sparked at Cal Poly

Coby Parker-Garcia’s journey into winemaking began during his time at Cal Poly San Luis Obispo. Going into Cal Poly, I thought I was going to get into some sort of agricultural business-related endeavor,” Coby explains. 

His path took an unexpected turn when a friend introduced him to wine and viticulture classes, sparking a lifelong passion that would develop. “It was kind of like that aha moment where I’m like, okay, this is something that I can get into,” Coby recalls. 

That realization led him to a harvest internship in 2002 and ultimately to founding El Lugar in 2013 with Katie. It’s been a true family endeavor from the start: Coby manages the winemaking, while Katie leads the marketing. Together, they’ve built a brand that’s rooted in authenticity and craftsmanship.

A Commitment to Quality and Place

El Lugar Wines produces approximately 1,500 cases annually, with a portfolio of 10 to 12 different wines. While Pinot Noir is their specialty, they also craft a Pinot Noir Blanc, Rosé of Pinot Noir, Syrah, Chardonnay, and Sauvignon Blanc.

Coby’s winemaking approach is simple: quality first. “For us, our style is very high-quality driven. If it doesn’t taste good or if it’s not to our standard, we’re not going to bottle it.” 

That level of care has paid off—both their Spanish Springs and Bien Nacido Pinot Noirs have received 96-point scores from Wine Enthusiast.

The SLO Coast AVA plays a considerable role in that quality. “I think what separates the SLO Coast versus a lot of these other areas is we have such a long growing season and it’s a moderate temperature,” Coby notes. He is referring to the fact that most vineyards in the region are within five miles of the ocean, imparting a distinctive “salinity, ocean breeze, cool climate vibe” to the wines.

Sustainability at the Core

Sustainability is integral to El Lugar’s approach. They work exclusively with vineyards that are either certified sustainable or that practice sustainable farming methods. “It’s important for us to work with people who care about the land,” says Coby. 

That commitment extends beyond the environment—it’s also about fostering long-term relationships with growers who share their values. When selecting vineyards, El Lugar doesn’t just buy grapes randomly, but they choose specific blocks within each vineyard. 

“The place is a special place within the vineyard, a slice we want to highlight. It’s not the totality of the vineyard, but a micro snapshot of that specific slice,” Coby explains. This meticulous approach allows them to showcase the unique characteristics of each site.

Letting the Vintage Shine

Coby prefers a light touch in the winery, favoring minimal intervention so the vineyard’s character can shine through. 

“Each vintage gives us a unique twist or something to highlight,” Coby says. “Where mass-produced products try to hit a target spot on the palate year after year, we’re trying to highlight the nuances of the vintage- whether it’s a cool vintage, a little warmer, maybe more tannin, maybe it’s softer.”

This approach necessitates a thorough understanding of each vineyard and the capacity to tailor winemaking techniques to the unique conditions of each vintage. It’s a labor of love that results in wines with distinct personality and character.

The Future of El Lugar and SLO Coast Wine

El Lugar is a part of the wineries shaping the future of the SLO Coast scene. “There are a lot of young winemakers and owners changing the boundaries of wine and getting people involved,” Coby notes. 

“It’s not just a rich owner who sold a business and started a winery-those typically don’t work out that well. It’s the assistant winemaker who became winemaker and then started their own brand that has a feel for what people want.”

For Coby, wine is more than just an alcoholic beverage. It tells a story from the bottle, brings people together, is a good conversation starter, and brings out the best in people, fostering happiness, enjoyment, and community.

A Tasting Room That Feels Like Home

You can taste those stories for yourself at El Lugar’s tasting room in Duncan Alley, just a short drive from downtown San Luis Obispo. While appointments aren’t required, they’re encouraged for groups of six or more. 

The urban setting of Duncan Alley has been a plus for El Lugar. “Being in more of an urban setting has worked better. Younger people like it-they’re more about the experience and the social aspect,” Coby observes.

The space reflects their approachable style: welcoming, laid-back, and often staffed by the winemakers themselves. Beyond the tasting room, El Lugar also hosts special events throughout the year, including wine club release parties and unique experiences, such as their “Pinot and Peony’s Flower Workshop.” 

And if you want to dive deeper into the SLO Coast wine scene? Check out other San Luis Obispo Coast AVA wine producers like Sinor-LaVallee.

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Meet Aida Mollenkamp

Aida is a food and travel expert, author, chef, Food Network personality, founder of the travel services company, Salt & Wind Travel, and has made her career in food travel media and hospitality and has crisscrossed the globe to search out the best food destinations. Her cookbook, Keys To The Kitchen, is a go-to for home cooks who want to become more adventurous cooks and the Travel Guides For Food Lovers series she co-authored are beloved among food travelers.

Influenced by her many adventures, and inspired by the abundance of California grown produce, Aida’s recipes are fun, fresh and flavorful.

Be sure to try Aida’s Honey and Oregano Broiled Feta Caprese, Crunchy Fried Avocado Tacos, Smashed Green Olive and Pistachio Burrata Bruschetta, and One-Pot Lemon Garlic Basil Artichoke Chicken.

This article was written by Aida Mollenkamp. Photo credit James Collier for CA GROWN.