Our Story

Co-Founder & CEO, Jeff Sperbeck, and Founder, John Elway.

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 a new 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.

Football Legend Meets Iconic Winemaker

John Elway — Founder

Football legend, philanthropist, and restauraunteur.

Rob Mondavi Jr. — Winemaker

Fourth-generation Napa Valley winemaker, from the iconic 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 nearly 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 eventual conception of 7Cellars, as they saw a need for a quality wine that was as top tier as the Elway’s brand.

Dan Foster — President and Managing Partner

As 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 for four years. Foster also held executive management roles with Republic National Distributing Company and The Palm Restaurant in both Colorado and Nevada. Dan is a certified sommelier through the Court of Master Sommeliers.

OneHope Wine Making Team — Featuring Mari Coyle

Ashlee Rink — Colorado State manager

Ashlee has been in the wine industry for over 17 years, and has her CMS Level 1, and WSET II certificate. She grew up in Phoenix, AZ and attended Grand Canyon University, earning a degree in Athletic Training with a minor in Biology and Chemistry.

Danni Eckstein — Brand Manager

Danni is a branding, marketing, social media, e-commerce, and graphic design professional. She is highly creative, aesthetically focused, and strategic in her approach to brand management. She has had experience at one of the largest influencer platform’s in the world, BBTV, as well as one of the largest media conglomerates in the country, iHeartMedia.