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 expanded. 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.
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.
Robert Mondavi Jr. — Winemaking Team
A fourth-generation Napa Valley winemaker, Rob Mondavi, Jr.’s enthusiasm for wine began more than 30 years ago. He now brings extensive skills, unique experiences, and industry expertise to 7Cellars.
Isadora Frias Huggins - Winemaker
Born and raised in a small town in Brazil, Isadora Frias was always drawn towards the food and beverage world.
Her journey into winemaking started when she traveled across the world to pursue her first winery internship in the Barossa Valley, Australia. During that time she fell in love with the frantic vibe of the cellar and decided to follow it as a career. Working with 25+ different grape varieties across the world, she honed her winemaking skills and her passion for winemaking grew ever stronger.
She joined the ONEHOPE/7Cellars team as Assistant Winemaker in 2021, prior to the first-ever
harvest in the new flagship winery. Her quick adaptability and attention to detail earned her a promotion to Associate Winemaker in 2022 and to Winemaker in 2023.
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.
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.