Kerrin Laz [All photos taken by Duncan Garrett]
Kerrin Laz takes pride in being born and raised in Long Island, New York, because where she grew up taught her the importance of always having what she calls a “sense of urgency.” When she first moved to California, Laz recalls hearing the people around her joke about how she was so much of an “East Coaster” and “New Yorker.” She never paid mind to such comments because being raised in New York had afforded her that work ethic.
What many don’t realize is that Laz was somewhat of a violin prodigy as a child. Showcasing her sense of urgency through what was known as the Suzuki program, Laz was able to play music from memory by the time she was 4 years old. Laz, now XX, credits much of her success to this sense of urgency and feels that is how she was eventually able to launch her career in the wine business.
Laz launched the K. Laz Wine Collection in 2015 after 12 years as a wine buyer for a delicatessen in Washington, DC called Dean & DeLuca. She also has a tasting room in downtown Yountville where patrons can taste high-end wines.
The project Laz is most proud of, however, is Inspire Napa Valley, which she founded in 2017. The nonprofit stages wine events to raise funds and awareness of Alzheimer’s disease, which her mom—who passed away just last month—suffered from. All proceeds support the Alzheimer’s Association, whose local chapter is based in Santa Rosa. To sample Laz Wine, head to the tasting room, 6484 Washington St., Suite C, Yountville or visit lazwine.com.
Was a career in the wine industry always in the cards?
I accidentally got into the wine industry. [In 2003] I was visiting DC for a few job interviews and happened to stop at Dean & DeLuca in Georgetown for a cup of coffee. I asked if they were hiring, and they asked me what I was interested in. I told the manager either food or wine. She looked at me, waiting for me to delve a little
deeper. And I hesitantly stated… “wine?” Having grown up in New York, I knew the brand. It was iconic from a food and housewares foraging standpoint. Wine was newer to the business and very new on the East Coast when I started my wine career with the company. The idea of right time, right place couldn’t have been more serendipitous.
Tell us about your “bonus kids.”
Married since last July 2022. Out of this I have gained two bonus kids. For some reason, I have never loved the term step kids or stepmom, step anything. So, I asked Mark, my husband, what he thought about me calling them bonus kids and I would be their bonus mom. He loved it so I checked in with the kids to see what they thought about it, and they liked the term too.
What do you consider your most personable quality?
Empathy. I think I connect with so many different people ideologically and socio-economically because I can relate to almost anyone in some way.
Do you have any pets?
I have one dog who is my favorite being in the whole world. He has been my No. 1 in my life since I got him in 2011. When I first started dating my now-husband, I actually had them meet early on because if my dog didn’t like him, I don’t think our dates would have continued.
You mastered the violin and majored in journalism, —how has that diverse background helped you?
[Studying music], along with writing and editing throughout my high school education and my studies in journalism, has been instrumental in running my company and Inspire Napa Valley. Early music gave me my memory strength, writing in a news journalism setting provided me with the sense of having to meet deadlines and to write proficiently and succinctly. I still joke about the importance of writing with the inverted pyramid in mind.
What motivated you to start Inspire Napa Valley?
At the end of 2014, I learned of my mom’s diagnosis of early-onset Alzheimer’s. I was basically faced with two options: feel hopeless or feel like I was part of the solution. 2018 was our first Inspire Napa Valley Wine Weekend and, true to what I hoped, we raised over $1 million. Despite losing two years to the pandemic, we successfully organized four annual Wine Weekends, raising over $5.5 million. I am so proud and in awe of what we have already accomplished as a community and am grateful for the incredible support we have received. And moving forward, after my mom’s passing a few weeks ago, I’m more determined than ever to work harder to build and grow Inspire Napa Valley.
