To be whole. to be complete. wildness reminds us what it means to be human, what we are connected to rather than what we are separate from.
— Terry tempest williams

our social purpose

Our mission in wine-life is continuing to make vibrant and approachable wines. Our passion is to encourage and support wildness in humans and nature by keeping public spaces free to roam. Free Public is a designated SPC (Social Purpose Corporation) to give back to the land that has given us so much. 

We choose canning for the same reason. The ecological impact of cans is offset by their recyclability and the significant difference in shipping weight compared to glass. Plus, who wants to pack out glass?


This land is our land
of surf and dirt, rivers and mountains, forests and plains. It speaks to all of us. Here’s to listening.


Our founding team

Michael Etter and Mattias Segerholt are largely responsible for the current relevance of canned wines by developing the Underwood brand and designing and creating the canned wine concept for Union Wine Co.,­—the only other good canned wine btw—­some good friends. Free Public comes straight out of that can concept and really pops it open.

Born and raised in CA, but calling Portland, OR home, Michael and Wendy Etter are designers and explorers that have a love of all things Pacific-side from the graceful power of the ocean to the quiet of the high deserts. They created the Free Public brand to show love for the culture of crazy pioneers and artists who have provided so much inspiration, from Guthrie to early west coast punk pioneers like X or the Minutemen. They are indebted, as well, to all the other free thinkers and explorers of the garages, empty pools and wild, free spaces. 

Matt Lounsbury has been an integral part of creating what we know of contemporary ‘craft’ coffee culture today. As a fifteen-year veteran of Stumptown Coffee, he has traveled many of the roads we are now heading down, mostly by bike, to bring amazing coffee and cold-brew to the people. Inspired by companies like Sierra Nevada Brewing, Matt believes that companies doing a good job with quality can grow, get to more places and do so without sucking in the process.

Ron Penner-Ash created Penner-Ash Cellars with his wife and partner, Lynn, and he knows a little bit about wine. He brings the experience of a celebrated thirty years of making some of the best Pinot Noir available in the Willamette Valley and defining the Oregon style. They’re intrepid success gives us access to vineyards that others simply don’t have. Ron’s energy, rambling nature and love of the outdoors, keeps us moving.