Third-generation vintners Ben and Jake Fetzer have launched Rural Wine Co., a brand focusing on Mendocino County, California’s sub-appellations. Rural launches with a Pinot Noir ($25 a 750-ml.) from the Eagle Creek AVA; Chardonnay and Cabernet Sauvignon from alternative AVAs are set to follow. All wines are made using fruit that is either certified organic or sustainable. Ben and Jake Fetzer also own the Mendocino-based Masút Vineyard & Winery, which was initially acquired by their father, Bobby Fetzer, in 1994. Rural Wine Co. wines are available nationwide. For more information, visit Ruralwine.com.