It started with a simple email in August 2024. Henning Strauss, CEO of Engelbert STRAUSS—the German-based global workwear giant—reached out asking for help sourcing wines from Paso Robles for his restaurants in Germany. What followed was an inspired partnership that has cultivated deep roots between Paso Robles wine country and the heart of Europe. In this Q&A, Paso Robles Wine Country Alliance Communications Director Christopher Taranto speaks with Henning Strauss about how the collaboration came to be, and where it’s going next.

Q&A with Henning Strauss, CEO of Engelbert STRAUSS

Chris Taranto: Henning, when you first emailed me in 2024, I remember you were looking for someone to help you source Paso Robles wines for your restaurants in Germany. What drew you specifically to Paso Robles?

Henning Strauss: I had become familiar with the region after we tasted some Paso wines and were impressed. As I looked deeper, it became more than just the wine, it was the spirit of the place that resonated. Its independent nature, authenticity, and its hidden gem charm. For our restaurants at the Alea Resort, we don’t just want to serve wine, we want to tell unique stories. Paso Robles has that story.

Chris: At the time, I offered to connect you with brands that already distribute to Europe, but you said something that really stuck with me: “We can purchase wine from anywhere in the world, but we choose to do so from California.” That was the moment I thought: “Who is this guy?”

Henning: [laughs] Yes, and I also remember mentioning that we could handle the logistics ourselves. For us, it’s not about ease or volume, it’s about values. We’re storytellers at heart, even though our core business is workwear. We wanted to feature Paso Robles in a way that honored what makes it special. As we came to know Paso Robles better, we could see that our values aligned. Family-driven, community-based, and focused on quality.

Chris: And you were humble about that. You said, “Our main business is selling work- and farmwear.” Then I clicked the link you sent and realized: this is Engelbert STRAUSS! You’re not just in workwear; you’re the workwear brand in Europe. I quickly understood this was something much bigger than just buying a few cases of wine.

Henning: That’s true. Once the idea took root, we knew we wanted to do more than just serve Paso wines, we wanted to create an immersive experience. So, I invited you to speak at one of our fine dining events at Alea Resort, and that idea evolved into something much larger. I believe this is when the Alea Fornia Wein Fest was first discussed.

How It Grew: From a Buyer’s Tour to a European Wine Festival

After that initial exchange, Henning connected me with Nadja Barletta, representing his STRAUSS America Team, who was planning to showcase STRAUSS workwear at the World Ag Expo. We invited Nadja to join our October 2024 Paso Wine S’Cool, which is an immersive tour designed for wine buyers and industry pros. It was her first visit to Paso Robles, and it clicked. She blended in beautifully with the group, helping elevate the experience for all the guests.

After seeing the sponsorship of Major League Baseball’s postseason, I jokingly said, “Wouldn’t it be cool if STRAUSS was the official workwear brand of Paso Robles Wine Country?” She texted Henning, and the next day, we were talking about making it happen.

That’s when our Development Director, Carol Yeaman-Sanchez, took the reins. She worked closely with the STRAUSS team to build a mutually beneficial partnership that honored both brands. In February 2025, we proudly announced:

“STRAUSS is now the Official Workwear of Paso Robles Wine Country and the presenting sponsor of Paso Wine Fest 2025.”

Out of those early conversations, the concept of the Alea Fornia Wein Fest began to take shape, originally sparked by Henning’s interest in purchasing Paso wines for his restaurants and resort. That idea grew into a full-scale event. In June 2025, eight Paso Robles wineries traveled to Bad Orb, Germany, home of ALEA RESORT, near STRAUSS headquarters to pour at a two-day festival celebrating the wines of Paso Robles and the California lifestyle.

Not only did STRAUSS host the event, but they also purchased the featured wines directly from the wineries, shipping them to Germany for the celebration. It was a bold realization of Henning’s original goal: to bring Paso Robles to Europe in a meaningful way.

On Henning’s team, Brian Faust was instrumental in bringing the vision to life. The PRWCA worked with Brian to finalize wine selections, shipment consolidation, customs, and documentation.

The Alea Fornia Wein Fest is just the beginning. While STRAUSS continues to introduce Paso Robles wines to new audiences in Germany, the brand is also growing its footprint here in the United States.

The company entered the U.S. market in 2023, launching its flagship U.S. store in Venice, California, and online shop. Since then, it has been building a name among American makers, builders, and agricultural professionals. Their signature workwear is designed for performance, but with a creative flair that’s earned them partnerships with Major League Baseball and the Los Angeles Football Club, among other notable partnerships. Whether you’re on the job, in the vineyard, or cheering from the stands, Strauss is showing up in bold new ways.

As part of our partnership, you can now shop co-branded Paso Wine x STRAUSS workwear on pasowine.com. These high-quality, purpose-built garments reflect the spirit of our wine country, designed for those who work hard, get their hands dirty, and take pride in what they do.

This collaboration is more than a label or a logo. It’s about shared values: craftsmanship, community, and telling real stories, whether through a glass of wine or the clothes you wear while making it.

About STRAUSS

Engelbert Strauss, or simply STRAUSS, is a global leader in workwear design and manufacturing. Founded in 1948 in Germany, the family-owned company is overseen by brothers Henning and Steffen Strauss, the third generation of the Strauss family. Its iconic ostrich logo reflects the family’s name and roots—Strauss means ostrich in German. The Ostrich is trusted by tradespeople, builders, farmers, and DIYers across the globe for its pioneering style of technical, multi-pocket workwear that melds performance and function with comfort and design. After over a decade of shooting commercials in Los Angeles, STRAUSS officially entered the U.S. market in 2023. The brand ships nationwide, operates a flagship store in Venice, California, and maintains a strong presence at trade shows across the country. For more, visit STRAUSS.com.