Many lessons are learned and passed on from generation to generation. Joe Jr. shared in his father's care of the land while also introducing new grape varieties. Joe Jr. understood that great wine could only be made from highest-quality fruit, and passed this learning on to his son Tom at an early age.

Tom was enlightened during a trip to Burgundy (Romanée-Conti) where he tasted wines that clearly showed the unique qualities of separate vineyard lots and single varieties. With this experience, Tom and Joe worked together to develop an intimate knowledge of their vineyard's soil and climate variation. Today, the vineyard is divided into unique blocks, each dedicated to numerous clones. In the 1990s, Rochioli Winery released wines from five blocks, each displaying its unique terroir. At this point, the Rochiolis established the Russian River Valley as a petite Cote d'Or with terroir-driven wines.