Interview
This interview is with John Peacock of Ocelli Cellars. In this interview, John discusses his beginnings in analytics and unique transition into wine full-time.
John talks about his job experience and introduction to wine. Majoring in real estate finance at Portland State University, John had a lot of jobs in analytics. John was introduced to wine by his wife, Sirpa, and was not a fan of the beverage until he tried Pinot Gris. After enjoying wine together, John and Sirpa decided to make wine their hobby and create their own wine brand in 2013 while still maintaining their seriate full-time jobs. In 2023, John was laid off from his wine production software job and decided it was time to embrace Ocelli as a full-time gig.
John discusses his hopes for the new Ocelli tasting room that opened in March of 2026. John considers wine more than a beverage and strives for community within the tasting room. John loves that the Oregon wine industry allows people to create the environments they want to create. He believes that there is new experiences available and something for everyone.
Later in the interview, John talks about his goal to never retire from Ocelli. John believes he already lives in paradise and currently does what he wants to do for the rest of his life. In the future, John hopes to hire others to manage the everyday tasks so he can focus on the winemaking and logistics and “sprinkle the winemaker dust” in the tasting room.
This interview was conducted by Rich Schmidt at the Ocelli Cellars tasting room in Dundee on July 8, 2026.
Interview
This interview is with Sirpa Peacock of Ocelli Cellars. In this interview, Sirpa discusses her work in the Oregon wine industry and her path to starting her own brand.
Sirpa talks about how she began in the industry. A Linfield University graduate in sociology, Sirpa was not looking forward to more schooling, so she decided to get into an industry she enjoyed. She started working part-time at a wine bar and kept growing from there. Her unique talent of establishing structure and organization opened doors for her to keep evolving within the industry and working at places such as Archery Summit, Colene Clemens, and Appassionata Estate.
Sirpa discusses the beginnings of starting her wine brand with her husband, John. Ocelli was born in 2013 after her husband jokingly said to their winemaking friend that it would be fun to start a brand. That friend let them use some barrels to start their project and the rest is history. For the next decade, Sirpa and John would work their full-time jobs while producing and selling their small brand.
Later in the interview, Sirpa talks about their new tasting room. Opening in March of 2026, the Ocelli tasting room is actually a dual tasting room with another small brand, Stephen Goff Wines. Sirpa wanted the tasting room to have a “neighborhood vibe” where people can experience comfortable community. Sirpa is confident for the growth of the tasting room and cannot wait to watch it evolve.
This interview was conducted by Rich Schmidt at the Ocelli Cellars tasting room in Dundee on July 8, 2026.