Max Hoetzel

About

Patriarch and Instagram star known for sharing content from Glasrose Farm, his organic vineyard and family homestead in California's Santa Ynez Valley. He has helped grow the account to more than 410,000 followers, largely through videos about farm life, zero-proof drinks, and his blended family. He also co-founded the sparkling verjus brand Glasrose with his wife.

Before fame

His earliest Instagram posts were in 2025, when he began sharing his vineyard and farm life online.

Trivia

Verjus is made from unripe grapes, pressed and filtered before fermentation can start; the name comes from the French for "green juice." One of his most-shared posts documents the farm's first harvest. His content mixes farm life, blended-family moments, and his sobriety journey.

Family life

He is married to Sara Hershkowitz, stepmom to his children and his partner in running Glasrose Farm.

Associated with

Musician Angel Olsen follows the Glasrose Farm Instagram account.