Business Spotlight

Jill Osur and Lisa Orrell met in San Francisco at a Golden Gate Business Association event, and the two have been inseparable ever since, both in life and in work.

Together, they own and run Teneral Cellars, an award-winning winery located in Amador County Wine Country an hour north of Sacramento. However, their charter isn’t just about selling their wine. They’re focused on rewriting the script of the wine industry, guided by a mission that resonates — reshaping a culture steeped in tradition to truly reflect its largest customer: women.

“We love what we do and we do what we love,” Osur says. As the co-founder and previous president of a large California-based winery group, she is no stranger to the world of wine. Yet, it was the societal upheaval and the pandemic-induced introspection of 2020 that led her to a profound revelation: “I realized how tamed I had become in an industry dominated by rich white men, and I needed to leave my position as president with the company,” she reflects.

In response to this realization, Teneral Cellars was born in October 2020. And Osur, as founder and CEO, based it on the principles of sustainability, diversity and social impact. The company is certified as women-owned by the Women’s Business Enterprise National Council and as LGBTQ+-owned by the National LGBT Chamber of Commerce.

Meeting Orrell, who is now Osur’s fiancé and a partner and chief marketing officer for Teneral Cellars, has helped keep the business on the fast track. Orrell’s background includes being the founder and owner of a Silicon Valley marketing agency for 20 years, a keynote speaker for 17 years and the author of four business books.

Together, Osur and Orrell share a vision.  They believe wine is not just a beverage; it’s a conduit for change.

“We want to be the brand that defines how to do well by doing good,” Orrell says, “to show we can change the wine industry so that it’s more equitable for women.”

Giving Back

As a result, Teneral Cellars stands out not only for its award-winning wines, but for its commitment to giving back. “We donate 10% of profits to organizations that empower women and promote gender and racial equity,” Osur says. It’s a tangible way of harnessing the power of business for good.

The numbers speak volumes about Teneral Cellars’ success. The company generated $1.179 million in revenue in its inaugural year, along with a collection of gold, silver and bronze medals from esteemed national wine competitions. But for Osur and Orrell, the achievements go beyond the bottom line.

“Breaking the million-dollar mark in 2021, our first full year of business, and donating $51,000 of that to organizations that support women and that promote both gender and racial equity, is our biggest success so far,” Osur says.

Supporting Diverse Vendors

Teneral Cellars disrupts the norm, not just by producing exceptional wines but by challenging the lack of diversity. “Almost 76% of wine is purchased by women, yet only 10% of winemakers are female,” Osur says. The company walks the talk, with 97% of its vendors and suppliers being women-owned and minority-owned businesses, and by bringing on board a female winemaker.

The company’s commitment extends to creating conversation starters with every bottle of wine. Labels designed by women artists pose thought-provoking questions, encouraging meaningful conversations. One such example is the company’s Ruthless Collection, born in response to the Supreme Court’s decision on Roe v. Wade, and it epitomizes Teneral Cellars’ dedication to social impact. It is not just wine; it’s a narrative, a catalyst for change.

But aside from being socially conscious, Osur and Orrell are environmentally conscious. They’re both proud to share that Teneral Cellars wines are sustainably farmed and produced.

Their 40-acre Teneral Cellars vineyard property in Plymouth, Calif., includes an elegant tasting room and the 5-Star Grand Reserve Inn, a picturesque luxury boutique hotel with stunning views in the Sierra Foothills, popular for private parties, retreats, getaways and weddings. The property also is home to a full commercial winery.

A Shining Future

As they look to the future of their business, they’re excited about the corporate clients they’ve attracted who purchase Teneral Cellars wines for large events, and the expansion of having their wines carried by noteworthy retail outlets and restaurants. Staying on-brand, they only partner with organizations that share their purpose-driven mission, and they donate their wines to nonprofit events that align with their vision.

They’re also excited to be involved in creating diversity-driven events. In July, they co-hosted Pride in the Vines, the premier Pride event in Amador County. The profits were donated to The Stonewall Inn Gives Back Initiative.

In addition to running their business and events, Osur and Orrell are passionate about inspiring audiences as keynote speakers. Osur recently delivered her first TEDx talk, and Orrell was voted among the “World’s Top 30 Leadership Speakers in 2024.” Moving forward, they are offering keynotes delivered together to further their mission of motivating, inspiring and educating people on how to be exceptional, purpose-driven leaders.

For this dynamic duo, Teneral Cellars brings together their personal and professional missions: elevating women and inspiring positive change. Osur and Orrell are not only transforming the culture of wine, but they’ve also created a platform for change as they continue to challenge industry norms and champion diversity, equity and inclusion in every sip.

For more information about Teneral Cellars, visit teneralcellars.com

Lisa Orrell and Jill Osur

Osur (left) and Orrell of Teneral Cellars recently provided wine for a fundraising event by The Melissa Etheridge Foundation.

Osur (left) and Orwell share a passion for elevating women and inspiring positive change.