Building Wine Experiences: Kerrin Laz on Napa, Innovation, and Giving Back

Relentless in her pursuits would be an understatement because Kerrin Laz is a force of nature. 

Kerrin is the type of person the wine trade needs...now. She is chock full of energy, a plethora of ideas, and a cavalcade of pathways to get there. She will be on the show again; there were too many subjects we never discussed.

Sitting down with Kerrin Laz was like flipping open a well-loved journal and discovering a handful of stories you’d forgotten you needed to hear. There’s a warmth to the East Coast energy she carries with her, this tenacity blended with familiarity—sort of like sipping an old-vine Zinfandel that carries the sun of California but has the grit of Long Island soil.

Right out of the gate, Karen Laz reminded me of those early, stumbling steps we all take in our careers. She grew up in New York, knew Dean & DeLuca as an iconic place—couldn’t resist popping in for a cup of coffee, even though her resume, as she freely admits, “had, like, nothing on it” 00:06. When asked if she preferred food or wine, she just sort of shrugged and said, “Wine, I guess.” That honest uncertainty? I find that refreshing. Most people will fabricate a grand narrative about their calling, but Karen Laz is humble enough to admit a little serendipity goes a long way.

But don’t let that humility fool you. Ten years leading her own wine collection, a knack for knowing what guests want before they do, and the rare ability to forge real partnerships with wineries—she’s seriously dialed in. I marveled when she described how growing up on Long Island, she watched potato fields transform into vineyards. The region’s rise in agro-tourism stuck with me—how people from the city pour into the North Fork and don’t think twice about whether the wines are international gold medalists. “It brings excitement,” she told me 06:14, “it gets people interested.” Sometimes, wine is about adventure—stomping out to a farmstand, finding a bright Merlot, or realizing, incredulously, that some Long Island wineries still only ship within New York 03:46.

One thing I picked up fast: Karen Laz is obsessed with the guest experience. She’s made it her mission to create truly tailored wine tastings—her team asks questions, customizes lineups, brings in wines that excite her personally, not just what’s expected. She has that gift for bringing nervous new tasters right into the fold, making them feel like collectors before they've even bought a bottle 09:01. As someone who’s spent decades trying to match people with the right glass, I recognize how rare that skill is.

Of course, we dove deep into wine business nitty-gritty as only two veterans can: the hotel rates in Napa these days, how the pandemic shifted staff and guest expectations, and the ever-higher bar for making the DTC wine game work. We commiserated about the “innovation” that nobody wants—wine in pouches, anyone?—and agreed that the future of our trade lies in experience, not just packaging 25:03.

But the heart of our conversation came when Karen Laz opened up about her philanthropic work—her mother’s Alzheimer’s journey and the creation of Inspire Napa Valley 42:57. Her passion for making a difference was palpable. She’s raised over $9 million, funneling funds directly into research and care, not just awareness. This is what happens when someone, out of necessity and love, channels their professional success into something bigger than profit.

In the end, it all circles back—relationships, authenticity, and a willingness to roll up your sleeves for guests, friends, and causes that matter. That’s what the wine business should be, and Karen Laz is living proof. Sitting with her, I was reminded that sometimes the best bottles are poured at a table where the stories matter as much as the juice in the glass.

 

https://youtu.be/c8cKLJSU2M8