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I thought I knew everything about Richard Childress, the first team owner to win a championship in three different NASCAR series and owner of the near mythical No. 3 Chevrolet that was driven by dale Earnhardt, Sr. What I didn’t know is that Richard turned his other passion-wine- into a second profession by opening Childress vineyards in Lexington back in 2004. I had to visit.
Not Your Typical Winery
From the moment I entered Childress Vineyards, there was no doubt I was in for a wine-tasting experience like no other. The parking lot was filled with vehicles ranging from gracefully aged pickup trucks to sparkling Italian sports cars to large, well-appointed RV’s (a couple of which each displayed the unmistakable white-and-red “3” in honor of the late Earnhardt). I was pleasantly struck by the main building’s handcrafted stone walls and terra-cotta tile roof, which create a sort of Tar Heel-meets-Tuscany feel.
Inside, quests from all walks of life and verifying levels of wine sophistication packed the tasting room. I watched in wonder as two men-one sorting a sleeves NASCAR T-shirt, the other in a serious-looking blue blazer-discussed the finer points of Childress’s award winning Cabernet Sauvignon. It was truly a stare-worthy conversation and an example of how Richards taps into the ever-expanding interest in wine across socioeconomic lines.
From Racing to Winemaking
Despite the blue-collar, beer-loving image of the NASCAR nation, there’s quite a wine culture among many team owners, drivers, and crew members. That’s exactly how Richard ignited his interest in wine back in the 1970’s while racing at the Ontario motor speedway in California. After a long day at the track, Richard and hiss buddies loved nothing more that exploring the wine scene in Napa and Sonoma. “Each day after practice we would head for the tasting rooms,” Richard says. “We learned a lot about wine and the good fortune to meet some great winemakers.” A love affair emerged.
By the late 1980’s Richard had built a cellar in his house and begun collecting earnest. As his success on the track grew, so did his interest in owning his own vineyard. Richard and his wife, Judy, visited the world’s major winegrowing regions-form Sonoma to south Africa-collecting information and ideas. But the decision to break ground in Lexington held true. “We chose this site because we wanted to do something special for North Carolina,” Richard says. “The sheltons [in Dobson] have done a great job and so has Biltmore Estate, among others. We wanted to complement everyone else. We didn’t want to do this for ourselves.”
It’s All About Teamwork
So what’s it like working for Richard? “Demanding but a lot of fun,” says winemaker Mark Friszolowski, who also encourages folks not to be fooled by his friend’s low-key southern style. “Richards’s one savvy guy,” he adds. “You can learn how to taste wine and understand its many nuances, but at the end of the day, you either have it or you don’t. And Richard defiantly has a gifted palate. He’s natural.”
Vineyard manager Matt Chobanion has been with Richard from the beginning. “I’ve always appreciated Richard’s persistence and drive for quality combined with almost childlike enthusiasm from everything he does,” Matt says.
Like Racing, making wine requires an enormous amount of teamwork and dedication-concepts natural to the Childress “Family”. Matt believes this is the key to their success. “We have a true partnership, “he says. ‘We’re about creating something special, not big egos. And that starts with Richard.”
Scott Jones
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