About Toad Hollow

" Where quality wines and a touch of whimsy make every moment unforgettable. "

illustration of a book titled "an epic chronicle of falderol & hoopla"
How it began book illustration, toad swimming in water
A collaboration between friends book illustration, vineyard
Dr. Toad and dancing Badger book pages, toad pouring wine into Badger's glass
A common love of good food & fine Wine illustration
Naming Francine's selection book pages, female toad standing in vineyard and holding a glass of wine
Dr. Toad, the storyteller book pages, Toad with hat holding a bottle of wine
Mr. Badger, the gentleman book pages, Badger jumping and holding a glass of wine
Getting is started book pages, Toad standing in vineyard
Wasting no time book pages, Badger and pair of toads standing and talking
As you taste book pages, Badger and Toad having a toast
Heaven knows book pages, two glasses on a table
Down in the Hollow book pages, King Toad and female toad behind the table with wine bottles

Brand Story

The name Toad Hollow conjures nostalgic images of pastoral scenery: a winding country road and a gently flowing river with big oak trees and grasses swaying in the summer breeze. This is a place where you can relax and enjoy a sip or two of wine while gazing out on a pond hopping with Toad Hollow friends.

Toad Hollow is the collaboration of two old friends who retired, more or less, to an existence of peace and quiet in the Hollow, after a life of whirlwind world travel. Neither of these two gentlemen believed in self-denial.

Original Founder

Todd "Dr. Toad" Williams

1938 – 2007

Todd “Dr. Toad” Williams, our friend and founder, always managed to bring laughter and vitality to our daily life at Toad Hollow. His passion for wine and vision of “wine for the masses” led him, with his wife Francine and his good friend and colleague Rod Strong, to create this winery in 1993. Todd’s big arms embraced everyone he met and his magnanimous nature created lasting friendships.

Williams’ larger-than-life personality could be counted on to fill a room. At times, Todd was described as a hell-raiser but never lost the hard work ethic and Southern manners he learned as a boy growing up in rural Versailles, Kentucky. He was an extraordinary man – kind but outgoing and very much a people person. Todd, like Mark Twain, never worried about letting the truth get in the way of a good story. His storytelling gave him the ability to attract unusual people. It was often said of Todd that he never met a stranger.

Todd got into the wine business after years of having owned bars and restaurants all over the country, because he felt that too many people were intimidated by wine. His mission was to strip away the mystique and make wine inclusive. Todd believed that wine should a part of people’s everyday lives, not just something that was celebratory. He believed that wine should be fun and he loved sharing that experience with everyone he met.

With Francine (Frankie) now at the helm, we’re keeping Todd’s philosophy alive by continuing to produce wines at reasonable prices, while making sure fun is at the brand’s core.

Original Founder

Rodney Strong

1927 – 2006

Our friend and partner, Rodney Strong, was an icon in the wine industry but that was not how he started his professional career. As a young adult, Rod became famous in the arts and entertainment industry as a dancer and choreographer in Paris and on Broadway. While in France, Rod also developed his love and appreciation of wine, vineyards and winemaking. Rod eventually realized that while he could not envision himself as an older dancer, he could see himself growing older gracefully as a winemaker. Rod returned to America and settled into Sonoma County where he pioneered many innovations in the wine industry and was an entrepreneur and risk taker par excellence.

He established and grew a busy nationally known winery and vineyards in Sonoma County. After several years, Rod decided he wanted out of the hectic business of running a large winery and to get back to enjoying the vineyards and the entrepreneurial spirit of the small vintner. Never one to worry about the outcome of something, Rod explained, “I just jump off a cliff and hope I land on an awning!” With that joie de vivre, he joined Todd Williams in the prospects of creating a small brand that offered excellent wines at prices that would allow everyday enjoyment of wine.

With Todd’s fine wine knowledge and ability to make friends wherever he went, and Rod’s familiarity with world-wide vineyards, Toad Hollow Vineyards was launched. Rod sourced well farmed fruit from all over California as well as undiscovered French wine regions, while Todd hit the road to spread the word about their new fan friendly winery.

Life isn’t fair and a few years later, Rod was stricken and was unable to physically continue at the helm of his dream. Before his passing he was able to see how we’ve carried on his dream by continuing to make beautiful and critically acclaimed wines that Toad Hollow fans enjoy from coast to coast.

Our Team

Meet the spirited team behind Toad Hollow Vineyards—dedicated to crafting wines with heart, humor, and a love for bringing people together.

Frankie Williams

PRESIDENT, OWNER, & FEARLESS LEADER

Frankie Williams grew up in New London, Connecticut and after a brief stint with the CIA, she arrived in San Francisco in 1972, where she met her future husband, Todd Williams. In 1994 Todd founded Toad Hollow Vineyards in Sonoma County. His mission was to produce delicious and accessible wines and have fun while doing it. Frankie worked alongside Todd starting in 1997. After his passing in 2007, she assumed all executive and operational responsibilities for the winery.

Get In Touch: Discover Our Wines

Whether you’re curious about our collection or want to arrange a private wine tasting, we’re here to help. Reach out and let’s make it happen!

Contact Us