With more than 17 years of experience in various aspects of marketing, brand management, strategic planning and business development, Karissa Kruse joined Sonoma County Winegrowers as director of marketing in September 2012. She was named president of the organization in May 2013. Before joining SCWG, Kruse worked for companies such as General Mills, Universal Studios, Mattel and Dairy Management, where she worked for seven years on behalf of dairy farmers nationally. She’s a partner in a small winery, Argot Wines, and owns a 25-acre parcel in Bennett Valley, with five acres planted to winegrapes.Are you a North Bay native?
Although my roots are firmly planted in Sonoma County now, I was born in Sioux Falls, S.D., and we moved to Colorado Springs when I was 10. My parents both grew up on farms in the Midwest, so try as I might to move to big cities and work for big companies, I kept coming back to my own family’s legacy in agriculture. I think my grandpa would be proud.
What got you interested in the wine industry?
This could be a really long story, but the short of it is: A combination of loving wine and wanting to own my own business, have a product that I was really excited to market and having the business be fundamentally about agriculture. More than anything, though, I always loved that wine seemed to bring people together. For me, there aren’t great wines but, rather, great wine experiences.
Do you have a big family?
I lost my brother eight years ago, so it’s just my parents and me. I think it’s why I love what I do so much—it feels like I have a big extended family here in Sonoma County.
Would you describe yourself as more of a thinker or feeler?
I overthink everything and then act on my gut instinct.
Did you do anything wild when you were a teen?
Does getting good grades, volunteering and playing sports count? What can I say? I was a total nerd in high school.
Do you keep up with fashion?
I love fashion. Working in agriculture doesn’t give me a lot of opportunities to dress up, but I always enjoy putting on a dress and heels and being a little fancy.
Have you forgiven yourself for past personal failures?
I used to have a really hard time forgiving myself or letting something go. My new trick is that I let myself obsess over whatever I did or said for 48 hours. Then I write it down, stick it in a box and, at the end of every year, I go through the box, reflect on those things and then burn the pieces of paper. Once something goes in the box, I try my hardest to let it go.
If you could visit with any person in history, who would it be and why?
I’d spend the day with my brother, catching him up on all of the twists and turns of my life in the eight years since he passed away.
What brings out your critical side?
I criticize myself when I feel like I’ve let someone down, either professionally or personally. I become critical of others when I feel they have a sense of entitlement versus working hard and earning it.
What movies have you watched over and over again?
One of my favorite movies is “Almost Famous.” There’s a line in the movie, said by Kate Hudson’s character, “It’s all happening.” I feel like that sometimes—like my life is finally happening. I also always get sucked into a good period piece such as “Pride and Prejudice.” One of my favorite movies, that I marketed when I worked for Universal Studios,was“ErinBrockovich.” And who can resist “Top Gun,” “The Godfather” or any John Hughes movie?
What spells adventure for you?
Adventure, to me, is anything that makes me tingle with anticipation—that perfect combination of being excited and being nervous. It can be exploring a new city, meeting new people, getting up in front of a group to speak, being at the starting line of a race or even trying a new food or hike.
What’s a favorite food and wine pairing?
Sparkling wine with everything!
