Aaron Alchin grew up in Michigan. His childhood was wild and free, surrounded by a large Irish and German family, with plenty of cousins of all ages to play with during loud and festive family celebrations. He graduated from Sonoma State with a BS in Accounting, and was on the Dean’s List while at SSU. His first job was working at a cafe, where he began to explore and enjoy wine, and now supports many wineries with financial and accounting services. He’s marrried to his 5th grade crush, has three sons, and two dogs. In his spare time, he’s also the Treasurer of the Petaluma Gap Winegrowers and active as a member of our Board of Directors. Here’s his story.
You grew up in Michigan; were you born there? What was your early childhood experience like? Do you have siblings? Tell us about your family celebrations and whether wine played a role during those occasions
Yes, I was born in East Lansing, Michigan, and I’m the oldest of five with four younger sisters. My childhood was wild and free. We lived in a suburban neighborhood lined with maple trees and full of kids. The general rule was to find your way home when the streetlights came on. Growing up in a Big 10 college town, there was an emphasis on sports, and I played soccer, basketball, and hockey. My grandfather lived on Crystal Lake, and we would spend our summers there swimming and fishing all day and catching fireflies at night. Family celebrations were loud and festive. We were Irish on my dad’s side and German on my mom’s, and Catholic all around. There were cousins of all ages everywhere. Everyone cooked, and wine was shared, but I don’t remember the details much, other than some California reds and an occasional Chianti with the basket wrapped around the bottle.
It wasn’t until I moved to California in 1997 that I would really be introduced to wine. One of my first jobs was working at Café Citti, a small Italian trattoria in Kenwood. In addition to serving wine, we also catered to a lot of great winery owners and winemakers who would share their wine with us. Wine quickly found a place in our celebrations and family gatherings.
You graduated with a BS in Accounting from Sonoma State University and were on the Dean’s List! What attracted you to that as a major and a career path?
I fell into accounting completely by accident. I was just trying to figure things out and one of the requirements for any business degree was to take financial accounting. To my surprise, the class was really fun. The instructor created an accounting game out of Monopoly, and I found it so interesting. It wasn’t until she pulled me out of class one day and told me I was good at it that I really started thinking about it as a career choice.
You’re involved in a leadership program in Santa Rosa; can you tell us about it and how you got involved?
I’ve lived in Santa Rosa for nearly three decades and still felt a little disconnected from my community. I had a couple colleagues who had gone through the program and really loved the experience. Participating in the leadership program offered me an opportunity to connect with peers across different industries and gain a much better understanding of our regional issues, community challenges and the decision-making process to address those issues. I’ve met a lot of really wonderful people by going through the 2 year program and I look forward to continuing those relationships.
You are married and have three sons. Tell us about how you met your wife and your family lifestyle.
This is pretty cheesy, but I’ve known my wife since elementary school, and I told my dad I was in love with her in the 5th grade. I didn’t muster the courage to ask her out on a date until we had graduated high school, but things fell into place pretty fairly from there. Her family moved to CA shortly after and I followed along. Fast forward 28 years and we have three wonderful sons and two dogs and lovely home in Santa Rosa.
Two of our boys have moved to Chicago and our youngest can’t wait to join them. Your children start out as the epicenter of your universe then somehow, seemingly overnight, they become adults with their own ideas and their own stuff. It’s equal parts heartbreaking and hilarious. I’m so proud of all of them. But I miss the chaos at home. Luckily, it gets quite cold in Chicago, so I get periodic visits when they yearn for California sunshine.
One of your jobs was working at Traditional Medicinals, a company that pursues healthy alternatives using herbal remedies to heal and preserve balance. What attracted you to this position? How did you get from there to where you are now?
I spent the first 5 years of my career in public accounting as a financial auditor, and Traditional Medicinals was one of my clients. There was (and still is) something very special about that company. Like many who start their careers in public accounting, I got the itch to see what it would be like working on the other side of the table. I had built a good relationship with them, and when they offer the opportunity, I jumped at it.
Traditional Medicinals truly lives by their core values, and it was an incredible experience working with them. I was fortunate to have a couple of outstanding mentors: Donna Nilsen and Blair Kellison, whose guidance had a lasting impact on my career. While I’ve since returned to public accounting, the way I lead, manage people, and build relationships today is directly shaped by the time I spent at Traditional Medicinals.
You are currently working for G & J Seiberlich, a CPA firm with headquarters in Napa. What will a typical day look like for you during the upcoming busy tax season?
Life definitely gets interesting for the next few months. I lead our Managed Accounting and Advisory practice, so my team is focused on closing the books for a number of clients and getting everything in shape for tax season. My days usually involve reviewing financials, troubleshooting issues as they come up, coordinating with our tax team, and staying in close contact with clients to keep things moving.
No two days look the same. A big part of the job is building relationships, checking in with clients, understanding what’s really going on in their businesses, and being someone they can rely on when things get complicated. What I enjoy most is the problem-solving aspect and helping clients get through a busy, sometimes stressful time a little more smoothly.
Do you mainly support wineries and growers or are most of your clients outside the wine industry?
The wine industry is currently facing tremendous headwinds. What advice do you have for start-up businesses in our industry?
- First, be obsessive about cash flow. Flexibility during these challenging times and understanding the length of your runway is going to be really important.
- Second, know your customers and your channel. Be very clear on where your margins live and be creative and driven in that space.
- Third, build strong relationships. Trust and credibility can open doors and buy you time.
- Finally, use good information to make decisions. Clean books, timely reporting, and a clear understanding of unit economics allow you to react quickly.
How would you describe your work philosophy and how do you approach working with clients? Is there any one success story that stands out in your mind? What are you most proud of so far? Is there something about the work that you do that brings you joy or excitement?
My work philosophy is centered on trust, relationships, and accountability. I believe strongly in being available to clients and being responsive. Generally, people don’t reach out unless something matters. If I don’t have the answer, I’m upfront about it and make it a priority to connect them with someone who does. Clients don’t expect perfection; they expect honesty and follow-through.
My approach to working with clients is collaborative and practical. I try to understand what’s really going on in their business, not just what the numbers say. That context allows us to solve problems more effectively and build long-term relationships rather than transactional ones.
What brings me the most joy in my work is being a steady resource. Whether it’s answering a tough question, helping someone through a stressful situation, or simply being available when they need guidance, I enjoy knowing that our work has a real, practical impact on people and their businesses.
You’re currently the Treasurer and a Director on the Petaluma Gap Winegrowers Board. How did you get involved with PGWA?
I’ve been connected to the Petaluma Gap for a few years through both professional and personal relationships. A colleague of mine at the time mentioned that there was an opportunity to join the board, and I thought it would be a great opportunity. It has been a wonderful endeavor. I’m lucky to serve alongside a great group of people and it’s rewarding to be a part of an organization that gets to share what can be made here.
What’s your ideal setting to enjoy a glass of wine?
I’m pretty easy to entertain. My backyard, glass of pinot with my wife and my dogs chasing hummingbirds around the garden.
What’s your go-to varietal wine after a long, hard day at work?
Pinot!