Who Is Underdog Wine Merchants?

Underdog Wine Merchants is the champion of the more interesting, albeit sometimes misunderstood or under-appreciated wines and wine styles. In a word … the “underdogs” of the wine world. We work with both domestic and international winemakers to craft unique, esoteric vinos and bring you those true gems. Our current portfolio of wines includes A*Mano, Angel Juice, Big House, Boho Vineyards, Cardinal Zin, Chateau Laroque, Killer Juice, Monticello, Now & Zen, Osborne, Pinot Evil, Tempra Tantrum, just to name a few. Underdog Wines, always the most interesting pick of the litter.

Underdog Wine Merchants Fact Sheet [download]

R. Fritz Lance

Fritz is our top dog, a spot he assumed in our pack back in 2004 when he joined Underdog Wine Merchants as its president. Since then, he’s led this staff of talented mutts on a world-wide hunt to uncover some of the more interesting, misunderstood, or under appreciated wines and wine styles. Tracking down new opportunities throughout California, as well as the world’s most exciting wine regions including France, Italy, Germany, Spain, New Zealand, South Africa, and Argentina, the team meets with local winemakers and artisans to uncover new wines and wine styles for the growing cadre of Americans who are looking for something different, something more.

Fritz has a pedigree in wine appreciation that spans a quarter of a century, and includes inclusion in famed council of the Jurade of St. Emilion. A true East Coast native and graduate from Dickinson, a liberal arts college in Pennsylvania, when not working Fritz still spends his free time going for walks along the water and catching a Frisbee on the Jersey shore (must read that with a Jersey accent).

Adam Richardson

International Winemaker for Underdog Wine Merchants and a native of Western Australia, Adam Richardson has been making wine professionally for more than twelve years both in Australia and California. Throughout the year, Adam travels to the great wine regions of the world, collaborating with winemakers in France, Italy, Spain, Germany, Argentina, South Africa, Australia, and New Zealand to craft the Underdog Wine Merchants’ international portfolio of fine wines. Adam recently launched his own wine label, Chockstone by A.T. Richardson, which he makes in the cool-climate Grampians region of Australia.

Prior to winemaking, Adam was an aviator in the Royal Australian Navy. But ten years and many glasses of wine later, he jumped ship to begin his second career as a winemaker. When he’s not making wine, he is in the mountains, skiing, climbing, or barreling down ‘single tracks’ on his mountain bike. And at the end of these adventure-filled days, he always relaxes with a glass of wine.