WHO WE ARE
What’s Our Why
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Rooted in Purpose
Own Rooted Hospitality was born out of a deep-seated desire to champion small-production, farming-conscious wines and support business owners who are taking on the challenges posed by large corporations in the industry. With the landscape of the wine market changing rapidly, our Founder, Alex, felt compelled to provide even greater support to female and minority-owned wineries due to her strong advocacy for them in her previous roles.
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Cultivating Connection
In today's world of digital disconnection and increasing loneliness, we believe wine has a timeless ability to bring people together in meaningful ways. Our work isn't just about selling bottles—it's about creating spaces where authentic human connection flourishes. Whether through thoughtfully curated events that balance wellness with enjoyment, or collaborations that unite wine with music and dance, we're committed to experiences that nourish both body and spirit.
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Growing Together
Now, Own Rooted Hospitality is leveraging its buying power and years of experience to offer valuable sales strategy and training to small beverage brands while continuing to curate wine lists and beverage programs that showcase the incredible individuals behind these extraordinary beverages. We believe that by helping these passionate producers thrive, we're preserving diversity in an increasingly homogenized marketplace and ensuring that the soul of wine culture continues to flourish.
Like the rare own-rooted vines that inspire us, we stand firmly in our values—authentically connected to our purpose, resistant to outside pressure, and drawing strength from the very ground beneath us.
OUR TEAM
Own Rooted Hospitality is a company that embodies the spirit of excellence, driven by a dedicated team of industry professionals. Their unwavering commitment to working with exceptional teams and promoting business sustainability through cutting-edge training programs, market research, and an abundance of care for their clients sets our offerings apart.
Alex Sarovich
FOUNDER & CEO
For many, the allure of working in hospitality often stems from early childhood memories of happy family gatherings around the dinner table. For Alexandria “Alex” Sarovich, who has four siblings and a shared Italian/Serbian heritage—this was precisely where her love for all things food and wine began. Alex is deeply dedicated to delivering exceptional guest experiences and connecting to enjoyment-seeking beverage drinkers through her educated yet approachable perspective. Her passion for her craft is evident, as she takes immense pride and joy in her work coupled with a strong focus on business success and ownership mentality. Outside of her professional duties, Alex remains committed to mentoring aspiring women in the wine industry through her involvement in the Bâtonnage Mentorship Program since 2022 and incorporating wellness and sustainability in all facets of life.
Alex’s outstanding contributions to the field have not gone unnoticed, as evidenced by her recognition as VinePair’s New Wave Sommelier of the Year in 2023.
Advanced Sommelier | alex@ownrootedhospitality.com
ALBUM IN ROTATION FOREVER:
Chris Stapelton, Traveller
FAVORITE WAY TO EXERCISE:
Rebecca Kennedy Peloton Run
GO-TO DINNER WINE:
Biodynamic Champagne or Cru Beaujolais
Alex is Featured In:
Lenka Davis
WINE CONSULTANT
Born and raised in Slovakia, Lenka received a graduate degree in journalism and an undergraduate in business management. Simultaneously, she worked for Slovak Public Radio, covering fine arts, classical music and literature. After moving to the US at the age of 26, Lenka worked with a radio station in Tampa, FL, focusing on workers' rights, social justice and environmental coverage.
What initially started as a necessity to ensure income, hospitality sector, eventually led Lenka to wine. Since 2014, she has been working as a sommelier and a buyer, managing several wine lists mostly in Central Coast, where she buys classically styled, ethically farmed wines made with minimal intervention. She has been working with a range of wine programs, from simple by-the-glass lists to Wine Spectator Grand Award winnning list, while earning her Master of Wine credential. It has been a worthwhile and fascinating journey, which brought her closer to understanding the impact of viticulture on the surrounding ecosystem. She sits on the board of a local environmental foundation to support the confluence of wine and environmentalism.
SONG IN ROTATION FOREVER:
Bach’s Goldberg variations, Gould’s 1981
FAVORITE WAY TO EXERCISE:
Yoga that gets my heart pumping
GO-TO DINNER WINE:
Loire Chenin to start and a Canary Islands red to finish
Casey Petersen
ACCOUNT MANAGER - SOCIAL MEDIA SPECIALIST
Casey grew up in Sonoma County, where the majority of her family worked in the wine industry. While she initially sought to step away from that world, she moved away for college to study politics and culture, thinking that she didn’t want to follow in her family's footsteps. However, after graduating, Casey found herself drawn back to the wine and beverage world, realizing her true passion for how culture intersects with food, wine, and the act of gathering. Now, as part of the Own Rooted team, Casey supports the company’s social media and marketing efforts, helping craft and share the meaningful experiences and stories that Own Rooted creates. Passionate about hosting and connecting with people, she’s dedicated to building community through hospitality, storytelling, and unforgettable moments.
ALBUM IN ROTATION FOREVER:
Everything is Love by Beyoncé
FAVORITE WAY TO EXERCISE:
Hot Pilates class at Windsor Fitness
GO-TO DINNER WINE:
Flowers Sonoma Coast Pinot Noir
