our roots

Mark Welch and Greg Jelstrom founded Torch Cellars with the mission to craft elegant, limited production wines that will delight the most discriminating wine enthusiast. Mark has spent his entire career in wine. Greg fell in love with California wines when he moved to the west coast two decades ago. Friends for years, the duo worked tirelessly to bring the dream of bringing their first vintage to life—in 2013. Today, they continue to produce annual releases, only 350 cases, from renowned vineyards in the Willow Creek, El Pomar and Templeton Gap regions of Paso Robles. 

Mark is the wine production genius behind the partnership. He’s earned his winemaking stripes working for prominent vineyards across the globe, starting at Wild Horse Winery in Paso Robles and then venturing to Kim Crawford in New Zealand, and Domaine Genevaz in Switzerland. Beyond his winemaking role at Torch, Mark also serves as an independent PCA/Viticulturist, responsible for pest and disease assessment for thousands of acres of wine grapes along the Central Coast.  

The inspiration behind the Torch brand is two-fold. Mark’s nickname at Wild Horse Winery, where he worked in the nineties, was Torch, thanks to his blazing-blond and unruly hair. The Torch Cellars’ logo visual design, featuring the amber hues of California sunlight, (and not Mark’s golden locks), honors Mark’s grandmother, Doris Schultz, a talented artist from Santa Cruz. Decades ago, she crafted a beautiful, sun-shaped mosaic serving tray, made from shells, coral and coins. For years, Doris used this tray for special occasions and when entertaining guests. In tribute, her grandson’s wines now grace the tables of Torch customers, each bottle showcasing Doris’ sun design, radiating her warmth every time friends and families gather to celebrate life’s joys and bounty.

“Follow the Torch”

Mark Welch, MS — Winemaker, Co-owner
Greg Jelstrom — Proprietor, Co-owner