Meet Jasper Riddle

We were lucky to catch up with Jasper Riddle recently and have shared our conversation below.

Jasper, so good to have you with us today. We’ve got so much planned, so let’s jump right into it. We live in such a diverse world, and in many ways the world is getting better and more understanding but it’s far from perfect. There are so many times where folks find themselves in rooms or situations where they are the only ones that look like them – that might mean being the only woman of color in the room or the only person who grew up in a certain environment etc. Can you talk to us about how you’ve managed to thrive even in situations where you were the only one in the room?

When I entered the wine industry almost 15 years ago, saying I was the youngest would be an understatement. I had barely anything to get started, and I had to borrow everything, which was almost impossible to find so early in the process. I moved back home and tried to launch a winery from the ground up in an industry that people were giving up on, in a town that was stagnant, and in a district that people had also given up on. I was burnt out on the corporate world and wanted to do something for myself. From day one, I realized I was going to face critics because I didn’t look like the typical person in the world I had left behind. I let my facial hair grow out, got more tattoos, and threw away the suits. It took countless “no’s” to get a single “yes” in those early years, especially without the suit and clean shave. Even to this day, I encounter skeptics on approach. They come with backhanded compliments and cannot understand how a young, tattooed, bearded guy can do what I’m doing. I don’t look or act the way they think I should, so they want to attribute my success to something other than my efforts. Because if someone who doesn’t fit their typical ideology is successful, their construct of who they are and what they believe begins to shatter. I’ve learned to humbly love watching people go through this realization in front of me.

Most of the time, I do my best to not let people know who I am or what I do. I want people to treat me based on first impressions, not preconceived notions of “who I should be or what they’ve heard about me.” I actually enjoy being in one of our locations, in public, or at an event and overhearing people talk about me or how well they know me while I’m sitting there listening, Its amazing when people then actually have to realize and process that you are the person that they were talking about, not the guy sitting there listening. I enjoy not fitting into the box that people think I should be in based on my accolades. I don’t find any fun in the status quo, life about shaking things up.

I remember a few years in, I was getting some work done on one of our company vehicles. The owner of the shop was grilling me on how I was so young with a company. Although it was a small company at the time, maybe only 15 employees or so, he was waiting for me to tell him I had won the lottery, was royalty, or something that allowed for my success. I kept answering his questions until he asked me something I remember to this day. He said, “Do you owe the banks any money, son?” I said, “Yes, sir, I do.” He asked, “Do you owe them less than $10,000?” I laughed and told him, “No, it’s quite a bit more than that.” He then asked if I owed them over a million dollars, and I laughed and said, “Well, yes, I do.” At that point, he shifted his whole demeanor and said, “Well, if you learn anything from me, remember this: when you owe the banks $10,000, you work for them. When you owe them millions, they work for you.” It was a great lesson and one that I have carried with me. I’ve read a lot of books on business, but here I was, gaining a great piece of advice from a 75-year-old man at an auto shop. It also reaffirmed that you shouldn’t judge a book by its cover because you never know where greatness will come from.

Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?

I’m lucky enough to be the owner of Noisy Water Winery in New Mexico. I am an active part of the industry, the state, and our local communities, and we are trying our best to create a better world one bottle of wine at a time. We farm organically and give back to our local communities. We teach land stewardship and support many incredible people in our state who could use some help. We are constantly trying to break the mold in what we do and aim to get great products out to the masses. I have an amazing team of people around me, and I hope readers get the opportunity to check us out in person or enjoy a glass of our wine. They can learn more at noisywaterwinery.com.

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

Looking back, the three qualities that were most impactful in my journey are adaptability, resolve, and the drive to constantly push for more.

First, you need to be adaptable. You’re going to hear “no” a lot, things won’t always go your way, and sometimes everything seems to go wrong all at once. It’s easy to quit, give up, or settle for less. Complacency in your business can lead to failure; stagnation is dangerous. It sounds simple, but you need to constantly push forward.

Second, you must be resolute. You can’t roll over when you hit an issue. People might want you to quit or take the easy route, but you need to stay strong and persevere. Build a team around you that shares this mindset. Empower others to achieve greatness, and your group will be equally great.

Lastly, you need a relentless drive to push for more. If you’re looking for a quick buck or a 9-5 job, then starting your own business might not be for you. Running a business requires dedication and a constant effort to improve and innovate.

For those early in their journey, my advice is to cultivate these qualities. Stay adaptable and be ready to pivot when necessary. Develop a strong resolve and don’t let setbacks deter you. Surround yourself with like-minded, driven individuals who are committed to success. Empower your team, and together you can achieve greatness.

What is the number one obstacle or challenge you are currently facing and what are you doing to try to resolve or overcome this challenge?

The biggest obstacle I am dealing with right now is that trying to do the right thing isn’t always the most profitable. Our company cares about its people, our communities, and the world as a whole. We want to do right by those around us and leave a better world for future generations. The challenge is that we are competing in a global industry where some companies don’t share these values. I could make more money by cutting corners, but that wouldn’t leave a world with opportunities for my daughter.

It’s a hard fight to educate consumers and those around us about why they should pay a little more for products that are ethically produced. The easy route is to cut corners and costs, but that doesn’t align with the company I want to be a part of or the world I want to help build. Sometimes, you have to take the hard approach because it’s the right thing to do.

Contact Info:

• Website: https://noisywaterwinery.com
• Instagram: @noisywaterwinery
• Facebook: Noisy Water Winery
• Linkedin: Noisy Water Winery
• Twitter: Noisy Water Winery
• Yelp: Noisy Water Winery