Steve Lutz of Oregon Wine’s Lenne’ Estate sells his iconic vineyard as he eyes: what’s next in wine career.
- Steve Lutz, vigneron and founder sells his iconic estate after 22 years
- Peavine soils certified worst in Yamhill County, proved to yield distinctive Pinot Noirs
- Lutz is said to be setting up next phase of his idiosyncratic wine career
- Purchasers Jory, LLC will release next stage brand name and concept for the estate
Lutz’s wine career spans 4 decades and includes hospitality management for part of the Mondavi Wines Group in Napa Valley among other Napa brands and heading up hospitality at Chateau Benoit (now Anne Amie) in Carlton, Oregon culminating in the discovery of his unique 20.9 acre estate vineyard.
Lenné is French influenced wordplay of Lenny, Steve’s father-in-law
The brand name Lenné’ was derived as a French influenced wordplay of Lenny, Steve’s father-in-law who reportedly was a chicken farmer in a suburb of London.
Having achieved cult wine status for over 20 years
Lenné’ produces only estate wines, with annual production ranging from 1,600 – 2,000 cases, most of which is allocated to local wine club and out of state wine enthusiasts. Having achieved what is essentially cult status over 20 years as a craft producer
Lutz quips:
“…Most people think that wine is a lifestyle business,
it most assuredly isn’t, although, of course,
we do enjoy some perks!”
When queried about what’s next, Steve offers “Lenné’s unique programs and experiences will exist in new formats for years to come, although you’ll have to get on our mailing and membership lists to take advantage of what’s coming up next.”
you’ll have to get on […] mailing and membership lists to take advantage of what’s coming up next
The Lenne’ tasting room closes at the end of 2022.

Steve Lutz of Oregon Wine’s Lenne’ Estate sells his iconic vineyard
Jory, LLC had been searching for a bespoke Pinot producing site and were delighted when approached by Steve.
Jory intend to further develop the existing property with a new brand name, marketing concepts, and larger facilities. Co-owner Eugene Labunsky has admitted to being thrilled to finally acquire a property he has had his eye on for years.
Lenné’ Estate
Lenne’ Estate grows death-defying Pinot Noir vineyards on steep slopes in the Yamhill-Carlton AVA. Steve Lutz planted his first vines in 2001, expanding the vineyard property to 20.9 acres. The estate is planted with five clones of Pinot Noir (Pommard, 777, 115, 114, and 667), and most recently Chardonnay.
Jory, LLC
Jory, LLC is a partnership between grower and wine enthusiast Eugene Labunsky and Jared Etzel, winemaker and co-founder of Domaine Roy, and son of Mike Etzel of Beaux Frere fame. The partnership was formed with the intent to grow a portfolio of fine wine brands produced from singular estates of Willamette Valley Pinot Noir and Chardonnay.
Additional information will be released in the upcoming months.
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Why Everyone in L.A. Is Talking About This Bottle from On The Rocks Cocktails —And Dylan Efron’s Got One in Hand
Why Everyone in L.A. Is Talking About This Bottled Cocktail—And Dylan Efron’s Got One in Hand
From Beverly Hills rooftops to the American Music Awards in Vegas, On The Rocks™ Premium Cocktails is becoming the drink of the moment for Los Angeles tastemakers.
If you’ve been to a dinner party in Silver Lake, a pool day in Venice, or a rooftop gathering in West Hollywood lately, chances are you’ve already seen them—sleek bottles, bold labels, and cocktails so good, they taste like they came from a $20-per-drink mixologist.
We’re talking about On The Rocks™ Premium Cocktails, the bartender-crafted ready-to-drink cocktails that have officially made the leap from local favorite to full-blown red carpet royalty.
How big is this brand getting? It just returned for a second year as the official cocktail of the American Music Awards, serving drinks to celebrities, influencers, and VIPs live from the brand-new Fontainebleau Las Vegas. But make no mistake—this is still an L.A. story at heart.
From Westside to Worldwide
On The Rocks™ might be making waves in Vegas, but it was born for places like Los Angeles: where people love a great cocktail but hate waiting in line to get one.
At this year’s AMAs, while the music world’s biggest stars lit up the stage, On The Rocks™ was making headlines of its own. Guests were treated to their full line-up inside the lavish BleauLive Theater lobby, transforming the pre-show cocktail game into something more stylish, accessible, and yes—very L.A.
And backstage? Dylan Efron casually popped open a Margarita, toasted with an Old Fashioned, and showed America how to “Make it a Cocktail”—a moment that aired during the live broadcast and gave fans a peek into the effortless cool the brand is pushing.
You can check out his behind-the-scenes content on Instagram at @otrcocktails, and honestly, it looks more like an Echo Park house party than a backstage award show.
A Campaign Made for L.A. Life
Carol Robert, managing director of U.S. ready-to-drink at Suntory Global Spirits, summed it up perfectly:
“The American Music Awards are all about celebrating the moments that bring people together—and that’s exactly what On The Rocks™ is created to do.”
That idea is at the heart of their new “Make it a Cocktail” campaign, which made its primetime debut during the AMAs. The campaign flips the script on traditional drinking occasions—showing people ditching wine or beer in favor of a proper cocktail at times you’d never expect it. Think: an Espresso Martini at a backyard movie night, or a Cucumber & Lemongrass Mule at a Dodger game tailgate.
It’s all about elevating everyday moments, something Angelenos know a thing or two about.
The L.A. Factor: Convenience Meets Craft
Founded in 2015 by a group of industry vets who knew the pain of finding a decent cocktail outside of a high-end bar, On The Rocks™ delivers all the flavor and balance of a hand-mixed drink—minus the bartender, the mess, or the Uber ride home.
Their lineup reads like the menu at a trendy cocktail bar on La Brea:
The Aviation, Old Fashioned, Jalapeño Pineapple Margarita, Cosmopolitan, Mai Tai, and more. Limited editions like the Spiced Pear Whiskey Sour and Blue Hawaiian have become collector items for cocktail connoisseurs across town.
And now, with the launch of their sparkling canned line—Sparkling Lime Margarita, Mango & Mint Mojito, and Cucumber & Lemongrass Mule—On The Rocks™ is staking its claim on poolside coolers from Malibu to Marina del Rey.
Where to Sip in L.A.
Whether you’re hosting a movie night in Culver City, planning a beach day in Santa Monica, or pre-gaming for a night out in West Hollywood, On The Rocks™ is the go-to. You can find the full lineup at major retailers around Los Angeles, or just visit ontherockscocktails.com to stock up.
Follow @otrcocktails on Instagram for the latest drops, cocktail inspo, and behind-the-scenes celebrity moments.
Bottom line:
L.A. is a city that doesn’t wait—and now your drink doesn’t have to either. On The Rocks™ Premium Cocktails is delivering mixology-level cocktails without the fuss, and everyone from Dylan Efron to your neighbor in Brentwood is pouring one.
Big Papi’s Ultra-Premium Ozama Rum Just Landed in L.A.—Here’s Why You’ll Want a Bottle
Big Papi’s Next Power Play: David Ortiz Uncorks a Dominican Rum With Soul, Swagger, and Serious Flavor
In a town that thrives on reinvention, where tequila tastings compete with mezcal masterclasses and everyone knows their Negroni from their Paper Plane, the arrival of Ozama Rum might just disrupt L.A.’s sipping scene in the most unexpected—and welcome—way. But this isn’t just another luxury bottle with a celebrity signature. It’s Dominican-born, baseball-bred, and brimming with heart.
Launched by none other than Hall-of-Famer David “Big Papi” Ortiz, Ozama Rum is a lush, premium spirit that pays homage to the rhythms, rituals, and resilience of the Dominican Republic. And while Ortiz may be best known for smashing home runs for the Boston Red Sox, his latest swing connects straight to his roots—and it’s a clean hit.
“To me, Ozama isn’t just about rum, it’s about identity, pride, and progress,” Ortiz says.
“I wanted to build something that celebrates the energy and soul of my people and shows the world what we’re made of. It’s always been important for me to do things the right way, which is why this labor of love has been one of the most rewarding projects of my career. I can’t wait for people to try it! They say that perfection doesn’t exist, but you can get close to it.”
Rum, Reimagined
Named after the Ozama River—the same one Ortiz grew up fishing, swimming, and crabbing along as a boy—Ozama Rum isn’t just Dominican in spirit. It’s 100% Dominican in production. From the locally grown sugarcane to the fermentation, distillation, and
Taraji P. Henson Brings Hollywood Flair to the High Seas with Seven Daughters Moscato and Princess Cruises
Taraji P. Henson Brings Hollywood Flair to the High Seas with Seven Daughters Moscato and Princess Cruises
The Academy Award-nominated actress, entrepreneur, and proud Angeleno has teamed up with Princess Cruises to bring her fan-favorite Seven Daughters Moscato to travelers worldwide. The wine, celebrated for its vibrant, lightly sweet notes of tropical fruit and honeysuckle, is the latest addition to the cruise line’s Love Lines Premium Liquors Collection.
And for L.A. locals who already know Taraji as more than just Cookie Lyon or Melinda Gayle, this new venture is pure Taraji: bold, inviting, and full of heart.
“Seven Daughters is more than just a bottle of wine; it’s a celebration in a glass,” said Henson. “Our Moscato is inviting, refreshing, and perfect for moments of connection which is what makes this partnership with Princess Cruises so amazing. Now we can experience this feeling with people from around the world, whether they’re toasting under the stars or relaxing on the open sea.”
Headquartered right in Santa Clarita, Princess Cruises has long been a part of Southern California’s luxury travel DNA. With its proximity to the Port of Los Angeles in San Pedro—just a freeway ride away from Taraji’s hometown hustle—this partnership feels especially fitting. L.A. residents looking for a chic weekend escape can now sip on Seven Daughters while cruising down the Pacific Coast or setting out on a Mexican Riviera getaway, glass in hand and ocean breeze in hair.
“Princess Cruises is committed to curating distinctive, high-quality experiences for our guests, and Seven Daughters aligns seamlessly with that vision,” said Sami Kohen, Vice President of Food and Beverage at Princess Cruises. “Taraji’s Moscato reflects a bold yet approachable style that we know our guests will love.”
Seven Daughters isn’t just another celebrity wine—it’s a labor of love and creativity. As Strategic Advisor and Creative Collaborator, Henson has poured her personality into every bottle. For L.A. tastemakers and wine lovers, this means more than a quality drink; it’s a chance to connect with a star who has always stayed rooted in the community.
With her inclusion in the Love Lines Premium Liquors Collection, Henson joins a glamorous circle of fellow celebrity spirits makers including Jason Momoa and Blaine Halvorson (Meili Vodka), Camila and Matthew McConaughey (Pantalones Organic Tequila), Blake Lively (Betty Booze and Betty Buzz), Liev Schreiber (Sláinte Irish Whiskey), Jason Aldean (Melarosa Wines), Romero Britto (Love Prosecco), and Kylie Minogue (No Alcohol Sparkling Rosé).
For Angelenos used to spotting stars in Studio City or sipping cocktails in West Hollywood, the idea of toasting with a Taraji-crafted wine while watching the sunset over the Pacific feels just right. Whether you’re heading to Catalina for the weekend or sailing out to Alaska, Seven Daughters is now the perfect local-meets-luxury beverage choice.
The Love Lines Premium Liquors Collection, launched by Princess Cruises to spotlight exclusive, star-powered wines and spirits, is about more than just sipping—it’s about celebrating. And with Taraji P. Henson at the helm of her Moscato, there’s never been a better time to raise a glass to life, love, and L.A. style.
More details and sailing options available at www.princess.com.
About the Author
Joe Wehinger (nicknamed Joe Winger) has written for over 20 years about the business of lifestyle and entertainment. Joe is an entertainment producer, media entrepreneur, public speaker, and C-level consultant who owns businesses in entertainment, lifestyle, tourism and publishing. He is an award-winning filmmaker, published author, member of the Directors Guild of America, International Food Travel Wine Authors Association, WSET Level 2 Wine student, WSET Level 2 Cocktail student, member of the LA Wine Writers. Email to: Joe@FlavRReport.comYou Might also like
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Zayn Malik joins Mixoloshe as Chief Creative Officer and Co-Owner
Zayn Malik joins Mixoloshe as Chief Creative Officer and Co-Owner
The global superstar launches a custom Lychee Martini flavor, with a unique can design inspired by his own tattoos.
The fast-rising, award winning non alcoholic beverage brand, made with clean ingredients and nothing artificial will make its retail debut at Walmart, launching across the US with the retailer by end of October
Mixoloshe, a female founded and award winning non-alcoholic beverage brand, announces its partnership with celebrated award-winning artist and entrepreneur Zayn Malik, who has joined the company as the Chief Creative Officer (CCO) and Co-Owner.
The partnership will center around reshaping the narrative of the non-alcoholic beverage industry, as well as deep creative collaboration on marketing initiatives and upcoming flavor launches.
Additionally, Mixoloshe will launch in 500 Walmart stores across the country, marking the brand’s anticipated retail debut.
Zayn’s first flavor launch is a non-alcoholic Lychee Martini, a refreshing and exotic drink, that is sweet, floral, and slightly tropical. The can design is also captivating and unique, featuring replica illustrations of his own most beloved tattoos.
Mixoloshe was founded in 2022 to redefine the booming non-alcoholic drink category with a clean, alcohol-free take on cocktails and premium spirits that taste like the real thing.
Their collection offers a non-alcoholic range of popular cocktails, such as a Mojito, Old Fashioned, Gin & Tonic, and Margarita, as well as non-alcoholic Tequila, Whisky, and Gin, all made with real ingredients, and low in sugar, calories.
Mixoloshe’s soft seltzers and non-alcoholic spirits have been recognized globally as best in class, and in 2023 they were honored with the Bartenders Spirits Gold Award, Ascot Award Gold for Taste, and the SIP Awards in Gold, Silver, and Bronze, to name a few. Their collection includes 8 canned non-alcoholic cocktail varieties, including the newly launched Lychee Martini flavor, and three bottled non alcoholic premium spirits.
“The non-alcoholic beverage market is ready for disruption, which can create immense growth potential. We see consumers already shifting preferences towards healthier and alcohol-free alternatives, which provides an opportunity for a brand like MIXOLOSHE to redefine this industry. I could not be more excited about the chance to make some noise in the category of non-alcoholic beverages and build one of the most talked about drinks in the world.” – Zayn Malik
“Zayn is a creative visionary both in music and beyond. His passion for innovation and his ability to captivate audiences will undoubtedly help us redefine the narrative around the non alcoholic beverage category, with a fresh perspective on making healthy lifestyle choices and living well, irrespective of your beverage preferences,” said Kristina Roth, MIXOLOSHE Founder and CEO. “I’m looking forward to working alongside him and shaping a future for this category where the glass is always half full of possibilities.”
Soft seltzers are available in a 12 pack, and retail for $29.99. Non-alcoholic spirits are available in a 750 ml bottle and retail for $29.99.
For more information, please visit: mixoloshe.com.
Mixoloshe is a female-founded line of non-alcoholic seltzers and spirits that are formulated to taste and smell boozy without the booze. Whether you’re booze-free forever or just for the night, these drinks are the perfect inclusive answer to an age old question—what are we drinking? High in flavor and low in calories, MIXOLOSHE packs a party into every can of soft seltzer and bottle of non-alcoholic spirits. With a mission and ingredients that are anything but fake, the brand offers booze-free cocktail alternatives that taste like the real thing. Party tonight with no regrets tomorrow.
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Post Malone annc’s Twelve Carat Tour including SoCal’s Crypto Arena with special guest Roddy Ricch
Post Malone announces Twelve Carat Tour 33-city including SoCal’s Crypto Arena with special guest Roddy Ricch.
GRAMMY® Award-nominated 3x diamond-certified artist Post Malone has announced the Twelve Carat Tour, an extensive 33-city outing across North America with special guest Roddy Ricch.
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Produced by Live Nation, the tour kicks off on September 10th at CHI Health Center in Omaha, NE making stops in Boston, Philadelphia, New York, Dallas, Atlanta, Vancouver and more before wrapping up in Los Angeles, CA at Crypto.com Arena on November 15th.
Post Malone announces Twelve Carat Tour 33-city including SoCal’s Crypto Arena with special guest Roddy Ricch.
Post recently released his anxiously awaited fourth full-length and one of the most anticipated albums of 2022, Twelve Carat Toothache [Mercury Records/Republic Records]. In addition to massive anthems “Cooped Up” [with Roddy Ricch] and “One Right Now” [with The Weeknd], the record boasts appearances from an all-star cast of guests, including Doja Cat, Fleet Foxes, Gunna, and The Kid LAROI. Musically, Post collaborated with longtime cohorts such as producers and co-writers Louis Bell, Billy Walsh, and Andrew Watt as well as Omer Fedi and more.
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TICKETS: Tickets go on sale starting Friday, June 17th at 10am local time on livenation.com
PRESALE: Citi is the official card of the Twelve Carat tour. Citi cardmembers will have access to presale tickets beginning Tuesday, June 14th at 10am local time until Thursday, June 16th at 10pm local time through the Citi Entertainment program. For complete presale details visit www.citientertainment.com.
Front of the Line by American Express will offer cardmembers an exclusive presale for Post Malone’s Twelve Carat Tour in the Canada. Cardholders will have access to purchase presale tickets for Toronto and Vancouver beginning Tuesday, June 14 at 10:00AM local time, through Thursday, June 16th at 10:00PM local time. For more details please visit ticketmaster.ca/americanexpress. Ticket limits and terms apply.
TWELVE CARAT TOUR DATES:
*With Roddy Ricch
+On Sale Friday, June 17th at 12pm Local
Sat Sep 10 – Omaha, NE – CHI Health Center
Sun Sep 11 – St. Paul, MN – Xcel Energy Center*
Wed Sep 14 – Chicago, IL – United Center*
Thu Sep 15 – Milwaukee, WI – Fiserv Forum*
Sat Sep 17 – St. Louis, MO – Enterprise Center*
Sun Sep 18 – Columbus, OH – Nationwide Arena*
Tue Sep 20 – Toronto, ON – Scotiabank Arena
Fri Sep 23 – Boston, MA – TD Garden
Tue Sep 27 – Cleveland, OH – Rocket Mortgage FieldHouse
Wed Sep 28 – Pittsburgh, PA – PPG Paints Arena
Sat Oct 01 – Detroit, MI – Little Caesars Arena
Sun Oct 02 – Indianapolis, IN – Gainbridge Fieldhouse
Tue Oct 04 – Washington, DC – Capital One Arena*
Thu Oct 06 – Philadelphia, PA – Wells Fargo Center*+
Fri Oct 07 – Newark, NJ – Prudential Center*
Sun Oct 09 – Belmont Park, NY – UBS Arena*
Wed Oct 12 – New York, NY – Madison Square Garden*
Sat Oct 15 – Columbia, SC – Colonial Life Arena*
Sun Oct 16 – Nashville, TN – Bridgestone Arena*
Tue Oct 18 – Atlanta, GA – State Farm Arena*
Fri Oct 21 – Dallas, TX – American Airlines Center*
Sat Oct 22 – Austin, TX – Moody Center*
Tue Oct 25 – Houston, TX – Toyota Center*
Wed Oct 26 – Ft. Worth, TX – Dickies Arena*
Fri Oct 28 – Tulsa, OK – BOK Center*
Sun Oct 30 – Denver, CO – Ball Arena*
Tue Nov 01 – Salt Lake City, UT – Vivint Arena*
Thu Nov 03 – Portland, OR – Moda Center*
Sat Nov 05 – Seattle, WA – Climate Pledge Arena*
Sun Nov 06 – Vancouver, BC – Rogers Arena*
Thu Nov 10 – Los Angeles, CA – The Kia Forum*
Fri Nov 11 – Las Vegas, NV – T-Mobile Arena*
Tue Nov 15 – Los Angeles, CA – Crypto.com Arena*
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Legendary Restauranteur Joseph Costanzo Jr. Serves Full Menu in Memoir with “On The Rocks”
Legendary Pittsburgh Restauranteur Joseph Costanzo Jr. Reveals all in his Tasty Memoir with “On The Rocks”
On the Rocks chronicles the real-life journey of restaurateur Joseph Costanzo Jr., from his rise to success in the 1990s as a owner of the highly acclaimed Primadonna Restaurant, radio host, columnist, and aspiring politician to his sharp fall in the early 2000s, ending in an investigation and a stint in federal prison.
Costanzo is a complex character, whom readers will admire for his confidence and rebuke for his arrogance, will love for his generosity and despise for his egotism, and will learn from in both his attention to detail and lack thereof.
This driven, not-your-average-Joe is an unforgettable character who achieves the seemingly impossible but can’t help getting in his own way. Come along with Joe for a bumpy ride on the rocks
On the Rocks: The Primadonna Story, co-written by Maria C. Palmer and Ruthie Robbins is available now on Amazon, BarnesandNoble.com, Walmart, Target. Signed copies at the Heinz History Center. Also follow them on Facebook and Instagram.
Today, we’re having a conversation with all three: Joseph Costanzo Jr., co-writers Maria C. Palmer and Ruthie Robbins.
The conversation has been edited for clarity and length. Find the un-edited conversation on our FlavRReport YouTube channel.
Something that I find amazing, this book has been 17 years in the process. Is that an accurate piece of trivia?
Maria C. Palmer: 100%. Yes, that is a very accurate piece of trivia.
So way back 17 years ago, what sparked this for you?
Maria C. Palmer: A couple of things. I think that because the restaurant was such a significant part of our lives, and it was always the highlight of my father’s life. Once it went away, the spark kind of went away, too. And I wanted to bring that back in my Dad. So I started asking him lots of questions about his life. Specifically for a family history. At the time, being a writer myself, in addition to grant writing, I’m also a writer and I can really spot a good story that has commercial value.
On The Rocks co-author Maria C. Palmer
There were just so many wonderful elements to his story. So I started recording some vignettes of different things that had happened throughout his life. But not really knowing and or intending at the time that it would be a book.
But as we went on, I saw that the potential was there and I was lucky enough to still be in contact with my former teacher, Ruthie Dines Robbins and brought the project to her and asked her if she would be willing to work on it with me.
It was really from there that we decided it would become a book and that we would work together diligently for probably 10 years together.
Ruthie Robbins: I’m only 7 years.
Joseph Costanzo Jr.: They had it in Maria’s voice originally. Ruthie was in a book club and they said, “Put it in Joe’s voice and they had to go back and change the whole book.” I watched 11, 000 emails back and forth.
Ruthie Robbins: We were not primarily emailing. We were mostly talking and texting, and that year was the pandemic year. So I was off teaching that winter and the following fall.
Before we get into the restaurant itself, what was the writing process like?
Maria C. Palmer: I can speak to the family history and just the overall process of it. It was really challenging. Because whenever you’re writing a memoir or a biography, You’re not writing a Wikipedia page. So it’s not from the time somebody is born until the time that they pass away.
You’re picking the most poignant time in their lives. Not only cherry picking all the good things that happened during that time period, but you’re picking some of the challenges too, because that’s what makes a good story.
It was challenging to figure out what the storyline was going to be and sometimes to tell those hard parts of the story.
What was even more challenging, was just the nebulous nature of the publishing industry. I just thought you wrote a book, it’s on Amazon and then people buy it. And that could not be further from the truth. Query letters. Polished one page, a 90,000 word manuscript. A whole book proposal. An entire business plan of why we’re writing the book and why it’s going to sell into the market. Requiring that much to not even get a thanks,, but just no response whatsoever.
Ruthie Robbins: Totally agree. The writing was not arduous part because Maria and I get along so well.. We’re real partners, but this publishing thing. We really didn’t understand the process, so it is difficult, and especially in this genre, [competing with] the celebrities and athletes and reality stars who wrote memoirs. They want a name on the shelf that someone will pick up in a bookstore.
Mr. Costanzo, one of my favorite parts of this book is the wine mentions. Tell us your “Pin on the wall” story.
Joseph Costanzo Jr.: Yeah we’re in a tough neighborhood, but we brought in a lot of people outside the area and upscale people, limos, what have you.
I had a bus boy and he was a really good worker. He became a server and he came to me after he got the drink order and said, ”what’s a pin on the wall?”
I never heard of a “Pin on the Wall”. So we went to the bartender. He didn’t know either. We looked it up, nothing.
So I went out there to ask the customers, so we could make it for them – and one of the most mortal sins at the Primadonna was making Joe Costanzo look bad – I said, excuse me what’s in a Pin on a Wall and they all started laughing. The guy said, “Pinot Noir.”
They’re laughing at me. That’s bad. So I went in and I really did a job on this kid. My wife grabbed me by my tie and pushed me downstairs to my office.
I was in this kid’s face because he really wasn’t real serious about the situation. If you’re going to be the best at what you’re doing, you can’t be messing up like that.
He ended up being great. Chris, who was the server, became a maitre’d and a great employee of mine. He was very loyal. I really went overboard with him and I did feel bad about it.
Reviews are incredibly important. The amount of work and effort you put in to get your Four Forks Review. Tell us a little bit about what happened.
Joseph Costanzo Jr.: Because the area was an old steel town which had a reputation of a lot of fighting, a lot of drinking, a lot of drugs, nobody would come into that area to eat.
I knew I needed credibility, and the only way I would get credibility was through the Pittsburgh Post, because the dining critic, Mike Kalina, who was a syndicated columnist, had tremendous credibility. KDKA TV, Post Gazette, New York Daily News.
For two and a half years, I kept reaching out to him. This is in a time before cell phones and emails.
But I knew if he comes down and gives us a good review, people from outside the area, from the upscale areas of the city are going to come in. That’s what happened.
But he did say to me, “You deserve four, but I’ll only give you three because you’ll never handle the business.”
That Friday night, June 3rd 1988, he was 100 percent right. People were lined up at the door. I was used to doing 10-15 dinners a night. We did over 200 dinners that night and it was a total joke. People waited two and a half hours. When food came out of the kitchen, people actually applauded. People were begging me to get him a bottle of vodka because they couldn’t get a drink at the bar.
We were short of service. We were short of bartenders. I made it all work in the next couple of weeks and I hired people.
I don’t want to ruin the upcoming movie or TV series, but when you trimmed it down, how much heartbreak was there in cutting out so many stories?
Joseph Costanzo Jr.: It was very tough. We had a book signing in August. I kept telling people they were in the book, and they were in the draft I read. But there were final touches that I didn’t see and we lost a lot of names and alot of stories. So I really felt bad. I found the actual early draft and sent copies to those people. This should be in a book, but it will be in the movie, I guarantee you.
Ruthie Robbins: It was so hard. We did a lot of fact checking when we wrote, because memories are so unreliable. We talked to people who were in the original book [draft] and they expected to be more. And on top of that, you try to end the chapter on a cliffhanger. When you take out a story that changes the number of pages in the chapter, it changes the pace of the book. That was a terrible editing challenge.
Maria, what was that like for you as the author and the daughter?
Maria C. Palmer: Originally the book was written partially in my voice and partially in my Dad’s voice. It started chronologically for me in my twenties and [had] flashbacks because the story starts in 1986 and I was very young at that time. It was confusing and it didn’t work. Everything that I wrote and all that I put my heart and soul into was all cut from the book. So now I have another book project that I’m working on.
But I will echo what my father and Ruthie said. It was hard because everybody did have a significant piece to the Primadonna story.
Mr. Costanza, it would be an easy assumption to say you’ve lived a big life. Are there one or two things you would have done differently in the stories of the book now looking back on them?
Joseph Costanzo Jr.: Sure. When you are hitting all home runs, you tend to believe that everything that you do is gonna be a home run. I had the most popular restaurant in Western Pennsylvania. Maybe I’m going to do something else, maybe I’ll go into politics.
I spent about $300,000 of my own money to put my name out there. Most people loved Joe Costanzo, but now when you get into politics it’s not that way. So that was probably my biggest regret.
My wife begged me not to do it. She said, Joe, we have a miracle here and you’re going to try for another miracle. And she was right. You may or may not like Joe Costanzo when you read the book, but you will love Donna Costanzo.
Joseph Costanzo Jr.: And that’s bottom line. Everybody says the same thing. Joe, it was great. What he did is impossible, but his wife was a saint for putting up with all this stuff that a restaurateur has to go through.
The theme of hospitality comes out in the book, but you so clearly love people. What has it been like getting all these people’s responses to this story?
Joseph Costanzo Jr.: This has been unbelievable for me. People are very happy that this all happened this way. I treated people really well and people wanted to reciprocate. So exhilarating to me. My life has been very boring, but now it’s really gotten to the point where it’s been great thanks to Maria and Ruthie.
Ruthie Robbins: It’s heartwarming. Especially from former students, the outpouring has brought me to tears sometimes. It’s reconnecting with people over the book. That has really been so wonderful
Maria C. Palmer: This has been such a 17 year journey. I always believed that there was something special about this story. Seeing that exactly what I felt in my gut for 17 years is actually playing out in real life.
Whenever we’re in Pittsburgh, it is almost surreal because people are talking about “On The Rocks and it’s really cool and crazy to know that something that you created means so much for people.
Joseph Costanzo Jr.: The big thing which is amazing to me is that the book came out August 8th, 2023. For two weeks, the book was the number one bestselling ebook on Amazon for culinary memoirs. Ahead of Anthony Bourdain’s, Kitchen Confidential and Stanley Tucci’s Taste “On the Rocks” for over two weeks was the number one overall best-selling ebook. Now that’s hard to believe because this was just a Western Pennsylvania thing and Bourdain and Tucci are worldwide known authors and entertainers.
Tell us where we can find the book and all the ways we can keep in touch with this story.
Maria C. Palmer: So the book is really wherever books are sold. We’re on Amazon, BarnesandNoble.com, Walmart, Target. We’re also at most bookstores. Also on Facebook and Instagram.
Ruthie Robbins: There’s also signed copies at the Heinz History Center.
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