For SFA member Tomasello Winery, the family business and local agricultural traditions go hand in hand. Founded in 1933 in Hammonton, New Jersey—known as the “Blueberry Capital of the World”—the winery has remained in the Tomasello family for four generations.
Over the decades, the company has grown from a small post-Prohibition winery into an award-winning producer known for its diverse wine portfolio and deep ties to the region’s farmers. Now, the fourth generation of the Tomasello family is continuing that tradition while also exploring new opportunities, including the launch of IncrediBlu, a lightly sparkling expression of pure blueberry juice that marks the winery’s first non-alcoholic product in its 90-plus-year history.
Jack Tomasello recently shared updates with SFA about the winery’s legacy, how they balance tradition with innovation, and what’s next for this pioneering family business.
Tomasello Winery has been family-owned for generations. Can you share a bit about your history and the evolution of your business?
Tomasello Winery was founded in 1933, right after the 21st Amendment was passed. Our founder, Frank Tomasello, drove to Washington, DC, in a borrowed Dodge pickup truck during a snowstorm and received the 68th Bonded Winery License in the United States.
Today, Tomasello Winery is in its fourth generation and is run by Frank’s great-grandsons.
As a legacy winery in a rapidly evolving beverage market, how important is it to embrace both tradition and innovation?
Tomasello Winery continues to embrace its history and still produces three wines that Frank Tomasello developed back in the 1930s. Over the years, the winery has also diversified into many different wine styles produced from our vineyards.
Our wines have won numerous awards, including most recently a Best of Class from the San Francisco Chronicle Wine Competition and Double Gold medals in the American Wine Society competitions.
You recently launched IncrediBlu, a non-alcoholic sparkling blueberry beverage. What inspired the move into NA, and why blueberries? What sets IncrediBlu apart in the growing non-alcoholic space?
The winery is rooted in Hammonton, New Jersey—the very town President Reagan proclaimed the “Blueberry Capital of the World.” Blueberries are widely recognized as one of the few true “superfruits” and are often recommended as part of a healthy daily diet.
There has been an overwhelming demand for 100% pure blueberry juice, and since the winery sits in the center of blueberry country, the Tomasello family embarked on this new venture.
IncrediBlu is made from 100% pure blueberry juice—crafted only from blueberries, never from concentrates, with nothing added and absolutely no preservatives. This product marks the very first non-alcoholic offering produced by the Tomasello family in their 93-year history. There are two versions: both are 100% juice, and one is slightly carbonated, called Frizzante.
Today, there is a global downswing in the consumption of alcoholic beverages, especially those with higher alcohol content. At the same time, there is increasing demand for healthier beverage options, and non-alcoholic products are playing an important role.
IncrediBlu is packed with phenolics and anthocyanins—more than almost any other beverage. This powerhouse drink can be enjoyed on its own or used to create mocktails. It’s produced from three different varieties of blueberries and tastes just like a fresh bowl of blueberries. It tastes great—and it’s good for you.
What has being an SFA member meant for Tomasello Winery?
Tomasello Winery has been a member of the Specialty Food Association for decades. We were first approved when we introduced the very first blueberry wine to the market back in the 1990s.
The SFA is incredibly valuable to its members because it highlights the very best in the food industry. The sky is the limit for us—we have some of the best blueberry farmers in our backyard, and we’re producing a juice from one of the greatest fruits on earth.
It’s pure and natural, and there’s no better place than the Specialty Food Association to launch it.
For the Tomasello family, honoring their roots while embracing new ideas has been key to staying relevant for more than 90 years. From pioneering blueberry wine decades ago to introducing a new non-alcoholic blueberry beverage today, Tomasello Winery continues to build on the strengths of its local agricultural community while evolving with changing consumer tastes.
Learn more about Tomasello Winery and their latest innovations—including IncrediBlu—at tomasellowinery.com.