Our Story

John Elway tells the story of 7Cellars

7Cellars was founded by professional football icon John Elway, and his long-time business partner, Jeff Sperbeck. With the success of Elway’s Steakhouses, John wanted to create a wine that would live up to his ideals and be a proud representation of his family’s name. They partnered with iconic winemaker Rob Mondavi, Jr. to release the company’s first vintage of Reserve wines, with a 2013 Cabernet and a 2014 Chardonnay. After five successful and sold out vintages of the Reserve, 7Cellars has expanded with another collection. The Farm Collection was released in March of 2020. This collection is offered at a more approachable price point, but with the same superior quality for which the brand is known. Both Elway’s Reserve and The Farm Collection wines are found in retail stores and served in top restaurants and event venues across the country.

John Elway - Founder
Rob Mondavi Jr. - Winemaker

Football Superstar, Philanthropist, And Restauranteur Partnered With Iconic Napa Valley Winemaker From The Renowned Mondavi Family

Our Team

Jeff Sperbeck — Co-Founder & CEO

Jeff Sperbeck is an NFL certified contract advisor who has represented over 100 NFL football players throughout his 30-year career as a football agent and business advisor. In 1990 Sperbeck became the manager of John Elway’s marketing and business activities and has been involved in a multitude of Elway’s and other athletes’ businesses, as an advisor, partner and, or investor. It was the success of Elway’s restaurants that led he and John to the idea and conception of 7Cellars, as they saw a need for quality wine that was as top tier as the Elway’s brand.

Dan Foster — President & Managing Partner

Certified Sommelier, President and Managing Partner of 7Cellars, Dan Foster oversees all trade and distribution development for the company including managing all partnerships, directing an international sales initiative, driving awareness, and developing growth opportunities. Foster joins the 7Cellars team from Accolade Wines where he served as Regional Sales Director, and has also held executive management roles with Republic National Distributing Company and The Palm Restaurant in both Colorado and Nevada.

Mari Coyle — One Hope's Winemaking Team

Mari Wells Coyle, part of One Hope's winemaking team, is an award-winning head winemaker with a taste for adventure and over 20 vintages of winemaking experience. Honing her oenology skills in some of the world’s finest wine regions, she, along with the entire One Hope winemaking team, brings extensive skills, unique experiences, and industry expertise to One Hope featuring 7Cellars.

Midwest Region Manager


Brian Kelley – East Regional Sales Manager

Brian comes to 7Cellars with more than 15 years of industry experience for several top-tier importers & distributors; serving most recently as Regional Sales Manager at Quintessential Wines. He also has an extensive history in operations management for several leading Northeast hospitality groups.  Brian handles the sales, promotions, and distributor management in 15 states along the East Coast, from Maine to Georgia. Born and raised in New England, he lives with his wife Amy and their two young daughters in Hanover, MA.

Paula Ames - California State Manager

Paula has spent over twenty years in the world of wine and spirits from managing sales teams to creating marketing programs and special events and every facet in between. She is leading the charge managing 7Cellars throughout the Golden State. 

John Fredrickson - Colorado State Manager

With a combined 15 + years of industry experience on both the retail and distribution sides of the business.  John joins the 7Cellars team from Southern Glazer's Wine and Spirits of Colorado where he was an area manager in the off-premise division.  John has his WSET 2 wine and spirits certification and enjoys learning new things.  Being a Colorado native John is a huge fan of all Denver sports, but his favorite colors are obviously Orange and Blue.  He loves spending his free time with his wife Ashley and his daughters Gianna and Amabel.