We recently connected with Cristina Gonzales and have shared our conversation below.
Hi Cristina, thanks for sharing your insights with our community today. Part of your success, no doubt, is due to your work ethic and so we’d love if you could open up about where you got your work ethic from?
My work ethic is deeply shaped by my multiracial heritage and the values instilled by my family. I grew up in the Midwest with a Mexican American father and a Polish American mother, in a blue-collar household where hard work and perseverance were core values. My parents balanced multiple jobs while raising a family and supporting our activities, from sports practices to school events. Their sacrifices and dedication taught me the importance of resilience and doing whatever it takes to achieve your goals.
My family history is rooted in labor that required strength, skill, and a deep connection to the land. On my father’s side, I come from a lineage of migrant farmworkers and carpenters who worked tirelessly with their hands to build a better life for future generations. That legacy resonates deeply with my own journey as a winemaker—crafting something tangible and meaningful from the land requires the same commitment, skill, and passion I saw in my grandparents and parents.
For example, my grandfather worked two jobs to support his family of eight boys, spending his days in a steel factory and his nights as a janitor. My grandmother managed the home and raised the children with unwavering dedication. That spirit of determination runs through my veins, and it’s the foundation of how I approach my work. Whether in the vineyard or in any professional setting, I bring that same commitment to excellence, resourcefulness, and respect for the craft.
Appreciate the insights and wisdom. Before we dig deeper and ask you about the skills that matter and more, maybe you can tell our readers about yourself?
I’m a winemaker, entrepreneur, and co-owner of two businesses that center on creating meaningful wine experiences. My first business, Gonzales Wine Company, focuses on crafting small-production, hand-made wines from the Pacific Northwest. I’ve been making wine for nearly two decades, and what excites me most is the intersection of artistry, science, and tradition that winemaking embodies. Each vintage is a new opportunity to tell a story through the bottle, and I take pride in every step of the process—from grape to glass.
In addition to Gonzales Wine Company, I co-own Community Wine Bar in Portland, OR. This space is incredibly special to me because it’s not just about wine; it’s about creating an inclusive and welcoming environment where people from all walks of life can come together and connect over shared experiences. Our mission is to make wine approachable and accessible, especially for communities that have historically been excluded from the wine world.
One of the ways we foster inclusivity is by offering bilingual wine tastings in English and Spanish, as well as tastings in ASL. These unique experiences allow us to connect with a broader audience and ensure that everyone feels welcome at our table. We also host events and collaborations with local artists and chefs to celebrate the diversity of wine and culture.
Ultimately, what drives me in all of my work is the belief that wine is more than just a beverage—it’s a bridge to culture, history, and connection. Whether I’m making wine or sharing it with others, I want people to feel like they’re part of something bigger.
If you’re curious to learn more or join us for an event, follow us on social media(@gonzaleswinecompany, @communitywinebarpdx) or visit our website for updates. We’d love to share a glass with you!
If you had to pick three qualities that are most important to develop, which three would you say matter most?
Grit has been essential as a woman of color working in a white, male-dominated industry. The wine world can be intimidating and exclusive, but I’ve always believed in my ability to succeed, even when the odds felt stacked against me. Grit is about staying the course, especially when you feel out of place or underestimated. My advice for others, especially women and Latinas looking to break into industries where they’re underrepresented, is to own your unique perspective. Your voice and experiences bring valuable diversity to the table—don’t let anyone make you feel otherwise.
Perseverance has shaped my journey from the very beginning. Whether it’s been perfecting my craft as a winemaker, navigating the complexities of being a single mother, or carving out space for myself in this industry, I’ve had to push through countless barriers. There were moments when giving up might have felt easier, but persevering through those challenges is what ultimately leads to growth. For those just starting out, my advice is to stay persistent and focus on your long-term goals. Every step, no matter how small, moves you closer to where you want to be.
Determination has kept me moving forward, not just for myself but for the Latinas and women of color who come after me. Being a trailblazer in wine isn’t just about achieving personal success; it’s about opening doors for others. Representation matters, and I want to show that it’s possible to thrive in this industry while staying true to who you are. To anyone early in their journey, I’d say: let your determination fuel you. Build your network, seek out allies, and don’t hesitate to take up space.
Above all, believe in your ability to make an impact. Your unique journey has the power to inspire others, and your resilience, perseverance, and determination will be the keys to overcoming any obstacle.
How would you spend the next decade if you somehow knew that it was your last?
The biggest challenge I’m currently facing is navigating the shifting landscape of the wine industry amidst several external pressures. Domestic wine sales have seen a significant downturn, and the growing anti-alcohol movement is influencing consumer behavior in unexpected ways. On top of that, being a small business owner in today’s economic climate—with rising inflation and increased operational costs—has added another layer of complexity.
Contact Info:
- Website: https://www.gonzaleswinecompany.com
- Instagram: @gonzaleswinecompany, @communitywinebarpdx
- Facebook: https://www.facebook.com/gonzaleswinecompany
Image Credits
Caitlin Villareal
Kathryn Elsesser
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