Kristen Muir

Owner, Chief Wine Officer

Hi, I’m Kris! I am bringing 20 years of wine expertise to the local community in Orange County. I hold an Advanced Certificate from Wine & Spirits Education Trust. Every wine selection is honestly crafted and approved by my palate.

  • I have spent years serving the industry as a Sales Director and Ambassador for several family-owned wineries in California, France, Italy, Spain, and Chile. From my experience, I have primarily learned this: there are thousands upon thousands of undiscovered wineries from all over the world, many of which are small, family-owned operations that make wine with integrity (minimal additives, sustainable organic, etc). Quite a few happen to be right here in California. And they are often hidden from grocery stores. I ultimately want others to explore these undiscovered wines that I have been blessed to enjoy for so long.

    I appreciate how much wine slows down a meal with friends and family. And how sipping a glass with a meal brings flavors to life on a plate. I have spent years developing recipes that pair well with wine and a variety of occasions.

  • Caleb and Rose are my kids' middle names. Their names represent bravery and purity. Coincidentally, one of the best wines in the world, Barolo, sings with a rich boldness while also having the delicacy of a rose. Years ago while studying abroad in Northern Italy, I was introduced to this esteemed wine. I have been enamored ever since. This wine club is equally a tribute to my kids and the amazing world of wine.

  • My dream is to connect a community with a love for wine. There are thousands of family-owned, small-production, sustainably produced wines that are kept under the radar. I want to personally know my customers and take them on a journey to heights they would have never explored. Wine is fun! I would love nothing more than to lead a grassroots wine club that remains local. I have never been so appreciative of technology, it’s how I work from home and simultaneously parent all week long. But… BIG BUT. I would love to KNOW the community beyond just a digital means of communication. Whether it’s a hello on the doorstep or a phone call to confirm the order. I want to hear how people like the wine. Or hear about local needs and ways to give back. I want our kids to be raised with connection and personal touch. And I would love to be doing this for the next two decades. Thanks a mill for your support :)

  • Let’s be there for our kids! A percent of purchases go to Feed the Kids OC. When we make local deliveries, we also pickup boxes of food if you would like to personally donate more.

  • Because even an ordinary day deserves a glass of fine wine.

    During my studies on wine, I was invited to a lunch with a reputable Australian winemaker. It was a gray, rainy day in New Jersey. Most likely a Tuesday. He casually ordered one of the finest wines from France costing about $1000 (this will never happen to me again!) Every sip had the texture of silk. Its flavor was rich like the finest chocolate truffle and smoother than anything I had ever tasted. I remember loving the conversation and genuinely enjoying myself. The simplicity of the moment allowed me to fully soak up the complexity in the wine. I snuck the empty bottle into my purse and still have it sitting in my kitchen cabinets. It was a moment for the memory book. And it was a truly ordinary day.

    A few years ago, my sister was having a tough week as a nurse. I dropped a high-end Cabernet on her front porch with a note. And by high-end, I really mean like $50, not $1,000! She, of course, thanked me kindly and told me she’d save it for a nice occasion. I quickly replied, “Drink it now. You deserve it!”

For Wineries: Consulting Services

Develop a strong sales process, focus on market expansion, and build your business presence. I strongly believe anything is possible if you have a good product and a strategic approach. Pouring 15+ years of wine sales experience into a more efficient and profitable future.

Wine & Spirits Education Trust, Advanced Certificate

Keynote Speaker, Tasting & Tap Room Expo 2024

Keynote Speaker with Highly Attended Session, DTC Wine Symposium 2023

Webinar Guest Speaker, Wine Industry Network 2022

National Sales Director, VinesOS Winery Software 2022-Present