Devin Shomaker, founder and managing partner,
Rooftop Reds
Devin Shomaker, founder and managing partner of Rooftop Reds, has launched the first
commercially viable rooftop vineyard as part of an effort to make wine more accessible.
"The wine industry is geared to those with means but we're bringing vineyards to
the masses, demystifying wine, and making our city more sustainable," says Shomaker.
Spread across 14,800 square feet on a roof in the Brooklyn Navy Yard, Rooftop
Reds grows grapes using an urban planter system that was developed by Shomaker, who
established the business while a viticulture student, and his co-founder Chris Papalia.
To keep his wine affordable, Shomaker does the crushing and fermentation in an
8,000-square-foot facility on Keuka Lake in New York 's Finger Lakes wine region almost
300 miles away. Having that same space in New York City would cost about $20,000
monthly in rent, while the 10-acre site was purchased for around $11,000 an acre.
For visitors to Rooftop Reds, perhaps the biggest selling point is the pricing,
Shomaker admits. On average, a glass of wine in a local bar or restaurant will cost $10 to
$12, but Rooftop's most expensive wine is served for $9.80 a glass.
The venue—which holds wine and cheese pairings, and more social programming—
also serves wine made by Shomaker's investor and a professor from wine school.
"It's important to keep relationships with producers, farmers, and someone who taught me how
to succeed in this industry," he says. "It's grounding and staying humble is part of the deal."—R.K.
Age: 35
Operates first commercially
viable urban rooftop vineyard
Arielle Feger and Mark Hamstra are, respectively, content associate for and a regular contributor to
Specialty Food Magazine. Rayna Katz is a freelancer specializing in food and business.
Winter Fancy Food Show Booth #6076
FALL 2019 33
12 under 35
