Change is ripening on the vine at Suhru & Lieb Vineyards in Cutchogue. The recently combined labels now have a new name and a new look: Rooted North (13050 Oregon Road, Cutchogue, 631-734-1100). The vineyard’s leafy new logo reflects its connection to the vines, the land, the agricultural history of the North Fork and the surrounding community, according to their recently launched website.
At a Sept. 28 event announcing the rebrand, partner and managing member/director of viticulture John Fondacaro noted in his remarks to the crowd that “we wanted a brand that represents all of us — the six partners — and one that represents who and where we are today and the direction we are headed. ‘Rooted’ stands for the vines, the soil, and the farming heritage of this place, and for the community that has grown around it. It pays homage to the fact that we are a locally owned family business with deep roots and connections here in North Fork wine country.”
Rooted North wines featuring the new logo. (Photo credit: Stephanie Villani)
While the vineyard’s bottles may sport a new look, Rooted North’s wines and winemaker (the esteemed Russell Hearn, with Brad Ulrich serving as assistant winemaker) remain the same. “It’s a brand change, and a name change” says partner Renée Fondacaro. “We’re known for good wines, and we want to keep it that way.”
The vineyard’s story began in 1992 when Mark and Kathy Lieb founded Lieb Cellars and planted 14 acres of pinot blanc on Oregon Road. Soon after, Hearn joined as their longtime winemaker, putting Long Island pinot blanc, as well as other innovative Long Island wine country firsts, on the map.
Fast forward to 2023, when Hearn and his wife Susan, daughter Shelby and son-in-law Brad Ulrich, along with John and Renée Fondacaro, purchased Lieb Cellars and combined it with Suhru Wines, the latter founded by the Hearns as a husband-and-wife side project (the Su and Ru representing each of them). Suhru’s tasting room was previously on Main Road in Cutchogue until the families combined forces and moved into Lieb’s picturesque tasting room on Oregon Road.
The estate vineyard (that is, a vineyard with wines entirely made from grapes grown on the property) now totals 54 acres over three sites. Rooted North grows 11 vinifera varieties, with the oldest being chardonnay and pinot blanc vines from 1983. In recent years, the vineyard has added syrah, teroldego, lagrein and golden muscat varieties.
Sustainability is one of the cornerstones of Rooted North’s philosophy, and the vineyard is certified sustainable through the nonprofit Long Island Sustainable Winegrowing and the New York State Sustainable Winegrowing programs. Certification recognizes practices that reduce environmental impacts, protect worker health and safety and support economic viability.
Rooted North uses only organic or low-impact pesticides in limited quantities, a sprayer that recovers 90% of materials applied rather than emitting them into the air, chooses mechanical cultivation to control weeds instead of chemicals, practices hand harvesting to reduce gas consumption and pollution and cultivates bees to encourage a healthy ecosystem.
Russell Hearn, not only a pioneer winemaker but a longtime advocate of the Long Island wine industry, says that the name “Rooted North” carries several meanings.
“You’re trying to look ahead; look up. That sort of came into the name, and we really liked the way it sounded,” he says. “It sends a message that we feel very strongly about, and I think over some time that will resonate [with] people.”
Close inspection of the vineyard’s new labels shows a small arrow in a grape leaf pointing towards the upper right. “That’s pointing towards the future,” says Hearn. “You’ve always got to keep thinking about that.”
Rooted North will celebrate its rebrand with an open house in the tasting room from Sept. 29 to Oct. 4. Visitors can find details and reserve a spot for the dog-friendly outdoor terrace, tasting room or for a private tasting here.
