Robert “Bob” Fraser, a beloved and respected leader of the North Coast wine community for four decades, died May 13 after suffering cardiac arrest while being transported to Kaiser Permanente Oakland. He was 75.
Known for his generous warmth, bright smile and sharp wit, Fraser helped shape generations of wine professionals throughout his career. As a cherished member of Santa Rosa Junior College’s Agriculture Department for 30 years, he helped build one of the nation’s most respected wine education programs. Beyond the classroom, he became synonymous with two of California’s most prominent wine competitions: the Sonoma County Harvest Fair Wine Competition and the San Francisco Chronicle Wine Competition.
“My dad carried a contagious positive spirit that drew people to him everywhere he went,” said his son, Scott Fraser. “He was the best father I could ever ask for — endlessly supportive and deeply engaging. In many ways, he was also my best friend. We will miss him tremendously.”
Bob Fraser with his son, Scott. (Scott Fraser)
In recent years, Fraser, who lived in Cloverdale, faced several health challenges, including lymphoma and a heart condition. But friends and colleagues noted how healthy and energetic he had appeared in recent months, with many shocked by his sudden death.
“It’s difficult to grasp the realization we won’t see the proud, happy scene of Bob unveiling a sweepstakes winner at the San Francisco Chronicle Wine Competition,” said Mike Dunne, a wine writer and judge who knew Fraser for three decades. “He conducted (every competition) with an abidingly cheerful personality, attention to detail, continual refinement and fierce integrity. Wine judges … will miss the transparency, humor and verve Bob represented.”
Over his lifetime, Fraser made an immeasurable impact across the North Coast wine region. In 1987, he founded the Cloverdale Citrus Fair Wine Competition, a regional event that has expanded dramatically since partnering with the San Francisco Chronicle in 2000. The competition is now the largest judging of North American wines, drawing nearly 6,000 entries annually. Scott Fraser now serves as executive director.
Bob Fraser was executive director of the San Francisco Chronicle Wine Competition, the largest contest of North American wines. (Scott Fraser)
Larry Van Aalst, a retired sommelier and radio host who judged alongside Fraser for nearly 40 years, said Fraser’s humility distinguished him as much as his accomplishments.
“The thing that surprised people about Bob was how casual and down-to-earth he was,” Van Aalst said. “He was extraordinarily generous, telling people how great they are, despite walking in big shoes himself. Recently, he’d seemed very happy and exuberant, so it’s wonderful to have that as our last memory of him.”
Roots in agriculture
Born in Sacramento and raised in the farming community of Clarksburg, Fraser developed an early connection to agriculture through the Future Farmers of America (FFA) and work on his family’s farm. He studied agricultural business at California Polytechnic State University, San Luis Obispo, where he met Cary, his future wife of 52 years.
Bob and Cary Fraser met at Cal Poly, San Luis Obispo. They were married 52 years. (Scott Fraser)
With his outgoing personality and gift for energizing others, Fraser decided to pursue his teaching credential — a move that would inspire his 40-year career in education. Initially a high school agriculture teacher and FFA advisor, Fraser joined the faculty at Santa Rosa Junior College in 1987 to develop the Agribusiness Program.
“Bob quickly realized the growing need for wine education in Sonoma County,” said Steve Olson, a retired faculty member and dean. “Under his leadership, the reputation and size of the wine program grew rapidly and gained national recognition for high quality, hands-on education.”
During his 35-year tenure, Fraser established the associate degree program in Wine Studies and greatly expanded the school’s wine education curriculum for both aspiring professionals and established members of the wine industry.
“Bob was a very committed teacher and mentor to new faculty members,” said Bill Traverso, a Wine Studies instructor at Santa Rosa Junior College. “And as a wine judge for the San Francisco Chronicle, I can say he ran the most efficient wine competitions I was ever involved in.”
Anne Vercelli, a longtime wine and food judging coordinator, worked with Fraser for 36 years.
“Bob’s teaching style was very engaging and he was a valuable resource for countless students,” Vercelli said. “As my mentor, he was always willing to share his wealth of knowledge. As a friend, Bob was my rock and always there for me. I’m shocked and devastated he’s gone.”
Bob Fraser and Anne Vercelli. (Scott Fraser)
Through his years as an educator, mentor, professor and leader in the wine industry, Fraser made a profound impact on thousands of people, his son said. (This journalist’s first Sonoma County wine class was taught by Bob Fraser 14 years ago.)
“As a teacher, my dad mentored and inspired countless people,” Scott Fraser said. “I cannot count how many stories we have heard from individuals who credit my dad for helping shape their careers, opening doors for them or inspiring their passion for wine.”
Vercelli, who has helped manage the San Francisco Chronicle Wine Competition since 1990, was thrilled when Fraser asked her last year to judge wine for the first time.
“There is one thing that’s certain,” she said. “When it came to wine competitions, Bob was best in show.”
Admired far and wide
As chief wine judge for the Sonoma County Harvest Fair’s Professional Wine Competition for 17 years, Fraser appreciated the value of a homegrown contest limited to Sonoma County wines.
“Bob had plenty to do, so he didn’t need the Harvest Fair,” said Sheila Quince, manager of the local competition since 1982. “But he was passionate about his work and gave everything his all. Bob was such a pleasure to work with and will be missed by so many people.”
Through his long tenure at Santa Rosa Junior College and his leadership of multiple wine competitions, Fraser’s industry connections were far-reaching — a valuable asset for recruiting qualified wine judges.
Wilfred Wong, a veteran wine writer and judge for the San Francisco Chronicle Wine Competition, knew Fraser for 30 years.
“As a longtime judge, I could always count on our dear Bob — steady, dependable and deeply committed,” Wong said. “He helped shape an important competition with grace and dedication. He will be greatly missed.”
Ellen Landis, another seasoned wine judge and writer, vividly remembers the first time she met Fraser at a wine competition.
“I was immediately impressed with his cheerful demeanor, wit, kindness and genuinely warm welcome,” Landis said. “Bob was spirited, joyful and caring and contributed vastly to the world of wine — in his beloved Sonoma County and beyond.”
Fraser is survived by his wife, Cary; his children Scott Fraser, Brooke Fraser and Alexandra Alvernaz; and his grandchildren, Annabel Fraser, Preston Fraser and Liam Alvernaz.
A public celebration of life will be held at the Cloverdale Citrus Fairgrounds from 11 a.m. to 1 p.m., Sunday, July 12.
In honor of Fraser’s lifelong commitment to agriculture and education, the family has established the Bob Fraser Memorial Scholarship through Cloverdale FFA. In lieu of flowers, donations may be sent to Cloverdale FFA, Attn: Bob Fraser Memorial Scholarship, 509 North Cloverdale Blvd., Cloverdale, CA 95425. Checks should be made payable to Cloverdale FFA Alumni and Supporters.
Sarah Doyle is the wine and beverage reporter at The Press Democrat. She can be reached at sarah.doyle@pressdemocrat.com.
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