Press

Tim Martin has a knack for creating high-end wine brands, and
Immortal is one of them. His Gauge Branding company created Tusk
Wines in Napa Valley (average price $868 for one — yes, one — bottle
of Cabernet Sauvignon) and it sells out in an elephant’s heartbeat.
Fashioning gotta-have luxury goods is Martin’s gift, and his latest is
Immortal Estate, previously Hidden Ridge Vineyard. Lynn Hofacket
and Cassidy Ward planted the vineyard in the Mayacamas Mountains,
not far from Cornell and Pride Mountain, in 1990. Their winemaker,
Timothy Milos, continues with Immortal. The branding comes from
critic Robert Parker Jr., who described a Hidden Ridge wine as “nearly
immortal.” After Hofacket’s death, Martin and his partners acquired
the vineyard and used Parker’s comment, and Turritopsis dohrnii, more
commonly known as the immortal jellyfi sh, as brand anchors. The wine
is excellent — fl oral and with juicy dark fruit and silky tannins. The
price comes from the Colorado 303 area code of Immortal investors.