Masvino Wine Looking To Grow Its Roots

The wine industry is a multi-billion-dollar enterprise, and one local entrepreneur is bringing a fresh perspective to Coachella Valley’s flourishing wine culture. Herman Salo, owner of Lee Wine Bar on El Paseo in Palm Desert, is debuting his own label, Mas Vino, with the goal of creating a recognizable local brand. "For me, wine is an experience," Salo explains. "It’s about sharing it with good friends and family, creating lasting memories." Mas Vino is Salo’s vision for a homegrown wine label that rivals the familiarity of La Quinta Brewery. By producing close to 1,000 cases a year, Salo hopes Mas Vino will not only boost local economic growth but also inspire others to pursue their entrepreneurial dreams. "The idea is to create a brand that locals and visitors alike can identify with—a true taste of the desert," Salo says. According to industry experts, the wine sector generates billions in economic activity nationwide. Salo’s ambition is to contribute to that success locally by eventually opening a tasting room or wine garden in Palm Desert. With Mas Vino, Salo is pouring passion into every bottle, showing the valley that dreams and wine go hand in hand. Cheers to that!