OUR STORY
At AXR Napa Valley, our story is one of history, passion, and vision. Our historic St. Helena estate carries a rich sense of sanctuary, a place where the past is honored while the future is thoughtfully shaped. Guiding this evolution is Jean Hoefliger, whose creative freedom allows him to craft what he envisions as the ultimate expression of Napa Valley wine. Jean’s dedication to quality aligns seamlessly with AXR’s founding partners, Kelly Trevethan, Mark Schratz, and Don Van Laeken, known as the FAB 4. This dynamic team blends hard work with joy, seriousness with playfulness, and inspires one another to reach new heights.
Rooted in Napa Valley’s rich history yet driven by innovation, AXR Napa Valley stands as a trailblazing winery built on a foundation of connection, creativity, and shared passion. As Jean Hoefliger reflects, “Enjoy the moments that truly matter, with those who matter most.” This guiding philosophy shapes everything we do, from the wines we craft to the experiences we create, each one designed to inspire joy and celebrate life’s meaningful moments.
FAB 4
The FAB 4’s formation was a matter of perfect timing, four individual pathways intersecting at just the right moment. Over a lively breakfast at Bardessono in Yountville in October of 2015, four fabulous and slightly mischievous friends – Kelly Trevethan, Don Van Laeken, Mark Schratz, and Jean Hoefliger – could be heard laughing, plotting, and dreaming aloud. With diverse backgrounds but a shared vision, they decided to go all-in on a new winery called AXR Napa Valley, a name that reaches far back in California’s rich wine history, and write an incredible new chapter in its story.
What united them was a desire to create a winery that embodied what they believe in: authenticity, approachability, and experiences that are anything but pretentious. AXR would be a place where guests could feel at home, connect over great wine, and enjoy the kind of hospitality that reflects the FAB4’s own personalities and style. That founding spirit continues to guide not only the wines but also the people who bring AXR Napa Valley to life every day.
Mark Schratz
Effortlessly Funny, Entrepreneur, Concert Junkie.
Born in upstate New York, Mark’s family loaded up the station wagon and moved to Northern California in the early 1960s. He attended college in San Diego, earning a degree in Finance, a graduate degree in Marketing, and his Hang-gliding, Scuba, and Sailing licenses. A career in Tech sales started at NCR in Los Angeles, and new opportunities led him back to the Bay Area. Mark was exposed to wine early and grew to appreciate its history and social connectiveness. He made a few home batches, some of which still exist if you need to remove a tough stain! As his career progressed, Mark wined and dined many executives and developed a taste for great wines. In 2002, he co-founded Tolt Service Group, a leader in on-site IT services for the retail food industry, later sold to private equity. During semi-retirement in the mid-2010s, he took a weekend tasting room job and befriended Jean Hoefliger. Eventually, he was convinced to help launch AXR, where he continues to host guests and forge friendships over a glass of wine.
Don Van Laeken
Cyclist, Entrepreneur, Grandfather.
At five years old, Don Van Laeken immigrated to Detroit from his native Belgium. In his youth, he excelled in bike racing, with a state championship and national competitions under his belt. His first job was in the mailroom at IBM, where he steadily rose through the ranks. At Lexmark, IBM’s spinoff company, Don handled major accounts, including Apple, Safeway, and Bank of America. He was presented Lexmark’s first ‘Lifetime Achievement’ award. After 46 years in the fast lane, Don decided to retire while still young enough to try something new. Although never much for wine, Don was convinced to join the FAB 4 in a new venture in the world of wine. When he’s not working at AXR, Don gets in as much family time as possible. His daughter, son, and of-age grandkids and their friends find his partnership in a winery, “pretty cool.”
Jean Hoefliger
Incredibly Tall, Entrepreneur, Existentialist.
Jean Hoefliger is a Swiss-born artisan who continually challenges perceptions of winemaking. His resume speaks to international tutelage, from Switzerland to Bordeaux, South Africa to California, Jean was trained by renowned masters. He studied oenology at Switzerland’s École d’Ingénieurs de Changins, then worked at Lynch-Bages, the most famous of the Pauillac Grand Cru Classé estates. But California kept calling. He returned to Napa Valley, working at Newton for five years before spending fifteen years establishing Alpha Omega. Driven to push the envelope, Jean thrives when creativity and passion are unbound by convention. So when approached to help launch a new winery, he eagerly accepted. Jean’s singular winemaking acumen makes AXR a delicious intersection of past and future. Each day, with the crunch of gravel underfoot, Jean breathes easier saying, “I define AXR Napa Valley as the center of happiness of my life’s work.”
Kelly Trevethan
Visionary, Entrepreneur, Philanthropist.
San Francisco native Kelly Trevethan took a roundabout path to the winemaking world. A family tradition of crafting homemade wine in the basement fascinated him early on, but it took time for that childhood spark to grow. Instead, he pursued a career in investment banking with Bear Stearns and later The Trevethan Group at Oppenheimer & Co, United Capital, and Goldman Sachs. A chance meeting with Spottswoode founder Mary Novak opened his eyes to the idea of linking great wine with philanthropy. After meeting Jean Hoefliger the two co-founded the Speratus Winery Project, which provides scholarships for at-risk youth to attend Lasallian Catholic high schools across California. What Kelly loves about AXR is its historic charm and intimate atmosphere, or as he puts it, “The experience is really visiting one of your best friends who happened to purchase a home in wine country.”
NAMESAKE
We take our name from the creation of Victor Ganzin, a French horticulturist, who greatly impacted viticulture by developing the AxR1 (Aramon x Rupestris) rootstock in 1879 amid the phylloxera plague in both Europe and the United States. Post-Prohibition, during the Napa Valley wine revival of the 1970’s, there was a surge in plantings, many using the AxR1 rootstock. However, by the mid-1980’s, it became clear that AxR1 was not phylloxera-resistant, causing widespread vine destruction and economic loss for the second time.
ORIGIN
Rather than giving up after the phylloxera outbreak, Napa Valley embraced new technology, learning which varietals to plant across its microclimates and examining the impact of rootstocks on wine quality. It also bridged the gap between cellar and vineyard, redefining the winemaker’s role and emphasizing that quality begins in the vineyard. This era of innovation solidified Napa Valley’s reputation for high-quality wine, particularly its renowned Cabernet Sauvignon. The rise and fall of the AxR1 rootstock proves the need for adaptability and ongoing research in viticulture. This legacy shapes modern practices, guiding development to ensure vineyard sustainability. AXR Napa Valley honors those whose impact spans decades, especially the rootstock that transformed winemaking. We embrace our predecessors’ lessons and innovative spirit, striving for excellence in winemaking, and reminding us to persevere through adversity.
EXPERIENCE AXR NAPA VALLEY
We invite you to visit our historic estate located in the heart of St. Helena. Enjoy your down-home, private experience on our pre-prohibition site. Private tasting experiences at our estate usher you along a journey through Napa’s world-class terroirs, the Valley’s past, present, and future.