In a market where small wineries constantly struggle to break through, Pray Tell is one of the few that seem to have it all figured out. Founded by Tom Caruso in 2017, the Oregon-based winery rapidly gained a following for its elegant, low-intervention wines. The labels, each a unique design hand-cut by Caruso himself, drew many curious consumers to try the winery’s earthy Pinot Noir, juicy Gamay, or even its bright-fuschia skin-contact Pinot Gris.
Pray Tell quickly grew from a small, 120-case outfit to a well-recognized brand making over 2,000 cases each vintage, sourcing thoughtfully farmed grapes from across the Willamette Valley. Though still relatively limited, the wine is undeniably popular among natural wine enthusiasts, continuously gaining steam across the country. That’s why it came as somewhat of a shock when Caruso announced earlier this year that he planned to uproot the Oregon operation and move Pray Tell to… Philadelphia.
Pennsylvania isn’t necessarily a revered wine region in the U.S. — the state is primarily associated with local tourism and bulk wine rather than quality. While California hung its hat on Cabernet Sauvignon, New York broke through with its zippy, acidic Rieslings, and Oregon established itself on great Pinot Noir, Pennsylvania has struggled to find an identity. (Pennsylvania did, however, officially surpass Oregon this year, becoming the fourth-largest wine-producing state by volume.) And although it has a prized food scene, the city of Philadelphia has never been known as a wine destination.
To onlookers, Philadelphia might seem like an odd
