Too Small to Fail: Passion, Humility, and Purpose at Saarloos and Sons Winery

In all industries there are the visionaries. People that make industry veterans raise an eyebrow and reflect "this is exactly who we need."

Keith Saarloos is that person for me. I won't bore you with my tenure but suffice it to say, I've been around the block...enter Keith Saarloos. I am so inspired by this man, I want to find a way to start a podcast with him. News on that later.

 

What is cool....eac and every time I receive an inquiry to visiting the Central Coast wine district and specifically, Los Olivos, I recommend Saarloos and Sons...and each and everytime, Keith takes the moment to engage the guest...in my opinion, this is rethinking the wine business, not social metrics and boxed wine.

We started off with Keith Saarloos sharing his roots—growing up in Southern California, the life lessons learned working in his family's business, and his journey that eventually led him to the Santa Ynez Valley. I loved listening to Keith reminisce about those early days, from delivery routes that taught him everything about the region to how customer service is at the heart of every great business.

Keith opened up about how his family shifted from the dairy industry to farming and, after a tough chapter as apple growers, ultimately found their way to planting grapevines. He talked about the serendipitous way the winemaking journey began for the Saarloos family—less out of a carefully mapped business plan and more because of resilience, optimism, and a willingness to learn by doing.

We got into the nitty-gritty of what it means to be a real farmer and winemaker—how everything from humility to the willingness to "burn the ships" and never quit has shaped the Saarloos approach. Keith emphasized how much of wine’s magic comes from the honest, sometimes gritty, work in the vineyard—not just from slick marketing or a pretty label. If you came into winemaking thinking it was all about lifestyle and glamour, Keith quickly dispels that myth and gives you the reality: hard work, family, and a deep connection to the land.

One of the most moving parts of the episode was when we talked about the legacy of family. Keith spoke about the loss of his father, what it means to try to fill those big shoes, and how the wisdom and values passed down through generations end up in each bottle they produce. I could really feel the passion when Keith explained that every bottle is a story—often with a family member’s photo on the label—a piece of living legacy.

We didn’t shy away from the philosophical side of wine, either. We discussed why people are drawn to this lifestyle, the concept of terroir in Ballard Canyon, and the intangible, almost spiritual connection between what’s in your glass and the land it comes from. We even touched on biblical references to wine, and what it means for wine to be more than just a beverage—but rather something soulful, connecting people and places through time.

And of course, we contrasted this authentic, family-driven approach with the rise of mass-market, formulaic wines. Keith was gracious in saying there’s a place for gateway wines like Cali Red and even Martha Stewart Chardonnay, but he also explained why the heart and humility found in bottles from people like him is irreplaceable.

All in all, this episode was about more than just winemaking—it was about family, authenticity, hard lessons, and the kind of artistry that comes with real passion and a sense of place. Whether you’re into wine professionally, come from a farming family, or just love a good story, I think you’ll take something away from my conversation with Keith Saarloos.

Thanks for joining me on this episode of Wine Talks—until next time, cheers!

YouTube:  https://www.youtube.com/watch?v=FVXBNSkpIsQ

 

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