Jasper Winery is winning young adults over with approachable pours and a come-as-you-are energy.

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A winery isn’t an expected sight in a Midwest city, but tucked behind a massive riverside park, down a long, winding road, there it was. Just 10 minutes from the heart of Des Moines, the Iowa-made products at Jasper Winery are just as good as those in California. It’s changing the way people around here sip, especially those new to the world of reds, whites, and rosés. 

Driving down the twists and turns, I almost missed the short, red building behind the endless rows of vines, but my friend pointed out the basket of grapes sitting by the narrow entrance — a telltale sign that wine is nearby. 

The sun streamed through the rustling trees as my friend and I strolled up to the door. All I needed was a cold cider to round out the chilly fall afternoon. Some tables were scattered in front of a wood-burning fireplace right outside the door, and the rest were hiding in the shade cast on the grass by a large tent. The scene was idyllic.

Setting Up Shop in Des Moines

Taking in the sprawling vines, I noticed a tractor driving through the rows of leaves. I soon found out the tractor driver was Mason Groben, the current owner and winemaker of Jasper Winery.

The Groben family opened Jasper Winery in Newton, Iowa, in 2000, but moved into the city in 2009 as the metro area went through a revival, aiming to attract people back to Iowa’s capital. The flow of more people into the city, along with new businesses, made it the perfect place to target a younger demographic. Des Moines already had a plethora of successful breweries, and the Grobens saw an opportunity to broaden the city’s palate. 

After he received a degree in viticulture and enology from the University of California, Davis — that’s grape growing and the science of winemaking — Groben took over his parents’ business. With his degree and experience, he has built on their success, creating new blends and products. 

Groben says he feels lucky to have a winery paired with this new Des Moines. A secret perk for Midwesterners is that Jasper Winery gives locals easy access to its first-of-their-kind products — like canned wines and signature sangria — and creates a space for newbies who lack wine knowledge and fear judgment to explore the rosé-tinted world. 

“You just kind of learn what people like and try to innovate with new products, and that’s what we do,” Groben says.

Iowa-Grown, Iowa-Made

Sydney Tallman, Jasper Winery’s events director, says Jasper embraces being an Iowa winery by enthusiastically contributing to Iowa wine culture and supporting other Iowa growers. I was surprised to learn grapes could survive in Iowa, but she says that not all grapes need California-level heat to thrive. 

As we chatted outside on the patio, birds chirping loudly in the nest perched above our table, Tallman told me Jasper grows two varietals (or kinds) of grapes: the Norton, from Virginia, and the La Crescent, from Minnesota.

“The rest of the grapes we bring in from other local growers, so everything is Iowa-grown,” Tallman says.

Not only are all of the grapes Iowa-grown, but every part of production takes place at the winery itself. From the bar, I inspect the room of large steel wine vats, visible through a wide glass window. Noticing my awed and confused face, Tallman says some wines are fermented in steel. The rest of the equipment filling the room includes carbonation tanks, a bottling line, and a canning line.

“From the moment we get the grapes, it’s aged, bottled, and fermented here,” Tallman says. “All of that is done on-site.”

Walking through the events room, past the cozy wood-burning fireplace, we entered the aging room. The dark oak barrels stacked around the perimeter looked small from the doorway, but seemed to grow to a mountainous size as I walked up to one. 

Years and years of gallons upon gallons of dry wines, Iowa port, and bourbon are aging in this room alone.

Jasper’s Products

Having the entire production process in Iowa doesn’t mean the products are subpar compared to products from the more famous wine country; it just means an excellent glass isn’t far out of reach. Jasper makes and sells 17 different alcoholic beverages — there’s a flavor profile in there for most any drink connoisseur. The names I peruse stand out along the classy shelves of bottled wine — La Crescent, Seyval Blanc, Norton. 

Some of the marketing employs typical Midwestern dry humor, and I laugh at the cheeky titles. Tallman says all of the blends have unique names, like Behind the Shed Red — a popular dry red — and All Night White — a sweet wine that disguises the bitter taste of alcohol on the tongue. The La Hop is a unique crossover, combining Citra hops and carbonation with fermented grapes, resulting in a drink that tastes like champagne and smells like an India pale ale (IPA). 

Another interesting product Jasper offers is its line of canned wines — red, white, rosé, and mimosa — alongside the canned ciders and a signature sangria. Their four-packs range from $16 to $25 and look beautiful in Instagram posts or a picnic basket. As I sat in the grass by the vines, a glass of wine felt too formal, so I bought the canned white instead. It’s just as good as a bottled wine but much more my speed — casual and easy to drink.

“Drinking [wine] out of a can is something we’re trying to teach people,” Tallman says. The cans are more accessible for more people, especially for young adults who love a tasty drink from a can. “It still can be really good quality; it’s just a little bit more convenient than having a bottle.”

Groben says canned concoctions have become popular because they’re portable and the single servings cut back on waste. Because Jasper Winery is a laid-back and judgment-free zone, it’s a great place to explore new flavors, blends, and bottling methods. It’s also a low-cost way to do it  —  no bottle here is more than $30. 

The sangria is one of their bestsellers and a little more approachable than a dry red. It’s mixed with actual fruit, like blackberries, raspberries, and blood orange, giving it a sweeter, fruitier flavor than a classic wine. It’s the kind of drink I couldn’t get enough of — a perfect balance of sweetness and fruity bite.

“We’re just trying to get people to enjoy it. It doesn’t need to be this fussy thing,” Tallman says.

“We’re just trying to get people to enjoy it. It doesn’t need to be this fussy thing.”

Sydney Tallman

How to Do a Wine Tasting

The tasting room is open six days a week to anyone of age who wants to try wine, cider, or bourbon. They also provide complimentary tastings, making it easy for beginners to find something they like. “It’s not like you have to know your favorite dry red off the top of your head,” Tallman says. 

The staff will guide you through sampling until you find something to your liking. I wasn’t sure what I wanted, so Tallman poured several and walked me through the four S’s of wine tasting — see, swirl, smell, and sip. 

See: When the drink is poured, Tallman showed me how to check for cork residue or sediment in the glass. If needed, Tallman says it’s A-okay to ask for a new one. 

Swirl: Swirling the wine comes with a technique. Tallman placed the glass on the bartop, put her hand over the base of the stem, and spun the glass in a circle to aerate the liquid, otherwise known as opening up the flavors. Tallman even showed me how to hold a white wine — by the base of the stem — so my hand doesn’t warm up the intentionally chilled drink.

Smell: Identifying the different fragrances — fruity or floral, dry or sweet — didn’t come easy. It’s something even connoisseurs take years to perfect.

Sip: The Front Porch rosé had notes of strawberry, but Tallman assured me there are only grapes in it. The wines get their subtle flavor combinations from the grape varieties and from various aging and blending processes. 

After savoring the sips, she taught me how to distinguish sweet from dry wines, making me feel like a real connoisseur. Sweet is pretty self-explanatory: more sugar is added during fermentation, resulting in a sweeter flavor than in dry wines. 

“Dry just means it has a drying feeling on your mouth,” Tallman says. “After you drink it, you think there’s a cotton ball [in your mouth].”

In addition to the complimentary samplings, Jasper offers formal and at-your-own-pace tastings, which typically include wine or cider, crackers, cheese, chocolate, and a table inside just for you and your group. 

“We bring everything to the table, walk you through it, and then you enjoy,” Tallman says. 

Seasonal pairings are also a fun activity to try. This fall, they paired four hard ciders with a mini pie from a local bakery, and they often do a Christmas cookie pairing in the winter. 

Tastings are fun and affordable. When my curiosity piqued, the winery’s staff answered questions in a non-judgmental way, making me feel completely at ease. 

I went for a casual afternoon with friends, but don’t be afraid to go solo during any Midwest season.

Events and Activities

With young adults drinking and going out less, wineries have had to explore different ways to attract younger audiences. 

“It’s something that all Iowa wineries definitely need to be thinking about,” Groben says. “If we don’t figure out how to get the younger people here, we’re not going to have an industry in 10 or 15 years.”

Jasper’s solution is to focus on events and exposure. Getting people in the door and introducing them to the winery’s events and experiences is a jumping-off point for encouraging them to return when they’re old enough to drink, or for more events or tastings. 

“We have family-friendly events as something that, when they’re younger, they can come in,” Tallman says. So you don’t have to be 21 to attend a fun event at a winery. 

Jasper hosts weddings, showers, and lots of bachelorette parties. When I visited, the front patio was mostly occupied by a wedding party, but two separate bachelorette parties sat nearby, drinking and yelling praises to the bride. 

The lush riverside location has a large party space that seats 150, and a tent sits just outside to accommodate big groups. Iowa has its fair share of winter charm, so when the temperatures drop, Jasper stokes up a wood-burning fireplace for s’mores, warmth, and ambiance. Adding to the cozy vibe, the patio has bistro lights for when it gets dark out and vines in the background for more photo-friendly wedding ceremonies. 

“It’s really just about providing an experience for people,” Groben says.

And they do just that. Whether someone is eager to learn about wine or just wants to sit in the grass with a glass of rosé, Jasper Winery has the drinks, the expertise, and the atmosphere. Spending time among the grapes isn’t reserved for wine connoisseurs; Jasper wants people to come as they are.

“Try wine, buy wine, hang out, and enjoy,” Tallman says.

The winery’s signature event is its Summer Concert Series. On Thursday nights throughout the summer, Jasper hosts community events with live music, food trucks, and drinks.

“Try wine, buy wine, hang out, and enjoy.”

Sydney Tallman

I brought my parents, and we reminisced about the days when I was little as we watched a kid chase a ball through the crowd. My sister and I would have loved this kind of event when we were that age, and we still love them in our 20s. Now we get to indulge in the drinks with our parents. 

A group of young adults sat next to us on a blanket, so we struck up a conversation about going out in the middle of the workweek. We’re all for having a glass or two on a Thursday. After a few glasses of wine, I dragged my parents to the dance floor as the band covered ABBA and The Cure. We danced until we couldn’t stand anymore — which wasn’t very long after three sangrias — and left at the perfect time as the sun went down.