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. 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.