Sonoma, Calif.—Bill Price and vintner Sam Spencer have partnered to launch Head High wines that will include a Sonoma Coast Pinot Noir (suggested retail $35), North Coast Red Blend ($30) and Sonoma Coast rosé ($24). Current case production is 7,000 although the partners plan to grow that “exponentially” over the next several years, according to a press release announcing the new brand.

The brand’s name is derived from a surfing term to describe when the waves are as high as the head of the surfer. Spencer, an avid surfer, has worked in grape growing and winemaking for more than 20 years and is formerly the director of winegrowing for Cameron Hughes and owns the Madder Lake Vineyard in Lake County. Price is the owner of Classic Wines and Price Family Vineyards. Grapes for the Head High brand will come from Price and Spencer’s vineyards as well as other North Coast properties.