Owners Martin and Lena Friedman purchased land in the Edna Valley, left behind a manufacturing business in the Bay area, moved to the Central Coast, and built Pismo Beach's first official winery. Three acres are planted to Pinot Noir in Edna Valley and the Friedman's have planted another two acres at their ranch. Initially, the grapes were sold to other wineries, but beginning in 2008, the Friedman's kept all the grapes for their own label.
The Pismo Beach Winery has an inviting tasting room and winery in one storefront location just north of the Pismo Beach Outlet Center on Five Cities Drive. The tasting room is open daily from 12:00 to 5:00.