Noble was formed in mid-1988 by Greg Nelson and Chuck Marush. They had both been working for the (then) largest wine distributor in the Western Washington market, and had increasingly seen the importance of fine wine as a focus of sales give way to emphasis on wine coolers and jug brands. They approached two wineries, Saintsbury and Adelsheim (reflecting their love of Pinot Noir), about representing them as brokers in the Northwest.
Noble continues to maintain a focus on fine wine from around the world, with the recent inclusion of artisanal beer, cider and spirits to complement the portfolio.
The motto of Noble highlights a quote from the noted wine writer of the past, Frank Schoonmaker:
"All men might be created equal but all wines are not…some are Noble."