Written by: Samantha Nelson
It was a beautiful spring day in 2006 when Bob Wersen first opened the doors at Tassel Ridge® Winery. He had a quality product, an enthusiastic staff, and a curious public eager to see what a local winery could become. This combination has proved to be a winning one over the past twenty years—quite literally, with countless medals and ribbons now draped across bottle necks in the elegant tasting room.
Ask Bob about those early days and you won’t get a misty-eyed tale of nostalgia. Instead, you will receive a complete education in the fledgling Iowa wine industry of the early 2000’s: the challenges of buying farmland, the risks of cold climate viticulture, and the realities of building a winery in a region better known for corn and soybeans. That pragmatic mindset has carried Tassel Ridge from a former farm field in Mahaska County to the largest winery in Iowa.
So, how did this self-described serial entrepreneur come to own and operate one of the most decorated wineries in the state?
Early days were met with skepticism, even from Sharman, his wife and strategic partner. Pragmatic and sharp as a tac, her exact words were, “You’re crazy.” This was not news to Bob, and she wasn’t exactly wrong. When she came back the following day with a brilliant idea to position the winery along busy highway 163, Bob knew he was on to something.
From the beginning, Bob’s focus for Tassel Ridge has been understanding its market. While the wine list eventually grew to include over 30 varieties, fan favorites quickly emerged. Red, White, & Blue® distinguished itself almost immediately as the overwhelming crowd favorite. A traditional, sweet Concord blend reminiscent of grape jelly—try it with a slice of pepperoni pizza and that sweetness is balanced to perfection!
Star Spangled White® followed close behind with Rockets Glare Rose® rounding out the top sellers. Tassel Ridge became known for its variety of sweet wines that appealed to new wine drinkers while still honoring Midwestern tastes.
That reputation doesn’t mean dry wine lovers are left out in the cold. Iowa Pizzeria and Pasta Too!® comes to mind as an approachable dry red wine with notes of blackberry and cherry. Striking this balance, giving the people what they want while inviting them to explore new styles has become the key to Tassel Ridge’s longevity.
The winery’s first decade saw steady growth, with Red, White, & Blue becoming the 7th most popular wine in the state! Not just of local wines, this sweet treat holds its own against every wine on the shelf. Through those years came the addition of the greenhouse. With its stunning views and wood fired pizza oven, it has become a popular place for people to gather and linger. Burger nights followed, along with South of the Border nights, and fun filled events like Murder Mystery dinners.
When the pandemic brought the world to a halt in 2020, Tassel Ridge faced an uncertain future as tasting rooms closed and familiar routines disappeared overnight. When the doors tentatively opened to social distancing, guests found a completely reimagined experience in seated tastings. The thoughtfully curated wine and food pairing were designed to elevate both and became so popular they are still offered today.
Like most of the wine industry, Tassel Ridge has not been immune to the shifting tastes in recent years. Bob responded the way he always has—by pivoting. Taking the pruning shears to the wine list itself, Tassel Ridge refined its focus to reflect what the guests were truly asking for. The result was a lineup centered primarily on sweet wines, supported by a select handful of approachable dry options. It was a deliberate move rooted in the same philosophy that launched the winery in the first place: give the people what they want without compromising quality or identity.
After twenty years in the wine business, what advice does Bob have for taking an idea and building something real? Don’t focus on the pitfalls. If you worry about everything that could go wrong, you’ll fail before you even start. Don’t worry about making mistakes, you will anyway, I’ve made plenty! Educate yourself, keep your focus forward, and stay curious.
Bringing an idea to life is it’s own reward, but watching people love your wine just as much as you do makes that success even sweeter—just like a glass of Red, White, & Blue.
A 20th Anniversary Celebration is planned for early May. Watch the Tassel Ridge Facebook page, our weekly e-newlsetter, or the Tassel Ridge Event Calendar for more information.
