Alex Oh and Samuel Hilbert first connected in 2010 over a shared interest in wine and a desire to deepen their understanding of the industry. Early conversations quickly revealed a strong alignment in both palate and perspective, along with a mutual drive to build something meaningful within Washington’s wine landscape.

At the time, Samuel was based in Woodinville, serving on the Woodinville Chamber of Commerce and gaining hands-on experience working with local wineries and wine bars. Alex, living in downtown Seattle, was closely following the rise of urban wineries while building a professional career rooted in law and science, advising clients—including wineries—on complex regulatory and business matters. Together, they developed a complementary skill set that would become foundational to their partnership.

In 2012, that partnership took shape with their first vintage—marking the beginning of what would become Aluel Cellars. From the outset, their approach combined practical experience with a commitment to formal education in viticulture and enology. Alex completed the internationally recognized UC Davis Viticulture and Enology Program, while Samuel pursued studies through Washington State University’s Enology Program, with a focus on Washington’s unique terroir.

This blend of hands-on work, academic training, and shared vision has guided the growth of Aluel Cellars. Today, Aluel operates multiple tasting rooms across Seattle neighborhoods, including Capitol Hill, Ballard, and Queen Anne, and is known for producing Washington wines in a traditional, Old World style.

Looking ahead, the focus remains on continued growth—expanding production capabilities, deepening vineyard relationships, and further refining the wines that define Aluel Cellars.

Our Name and Logo

Selecting a name that accurately reflects both vision and identity is no small task. After exploring a range of ideas, the name Aluel Cellars stood out as the most authentic representation of the partnership at the heart of the business. The name itself is a combination of “Alex” and “Samuel,” reflecting the collaborative foundation on which the winery was built—bringing together two distinct but complementary perspectives, united by a shared commitment to producing thoughtful, high-quality wines.

The Aluel Cellars logo was designed with similar intention. The goal was to create something that bridges modern and traditional influences—mirroring the winemaking philosophy itself. The crest reflects this balance: New World fruit crafted in an Old World style, and vineyard-driven wines enjoyed within an urban Seattle setting. These dualities are central to the identity of Aluel Cellars and are expressed consistently across both the wines and the brand.

At the center of the crest are four distinct symbols, each chosen to reflect personal interests, influences, and areas of expertise that shape the direction of the winery. Together, they represent the individuality behind the partnership—different perspectives that, when combined, create something more complete and dynamic. These elements speak not only to background and training, but also to the passions and curiosities that continue to inspire the work at Aluel Cellars.

Guests often ask about the meaning behind each of the symbols, and those conversations have become a meaningful part of the tasting room experience. We always enjoy sharing the story behind the crest and the role it plays in shaping the identity of Aluel—something we’d be glad to explore with you on your next visit.