In this episode of Uncorked, Polly Hammond welcomes Jim Morris, Vice President of Guest Relations at Charles Krug Winery, Napa’s oldest winery. Known for his big heart and even bigger event calendar, Jim shares how the team at Charles Krug is turning a historic estate into one of Napa’s most dynamic cultural destinations.
From virtual tastings and jazz festivals to comedy nights and culinary programs, Jim and his team have thrown out the rulebook on what wine experiences can be—while staying grounded in the financial realities of running a modern winery.
Wine Without Pretension: Building a Cultural Hub in Napa
When Jim Morris took on his role at Charles Krug, his mission was clear: remove the barriers that make wine feel exclusive. “There are two kinds of wine,” he jokes. “Yummy and yucky.” From that simple premise, he helped steer the winery into becoming a hub not just for wine lovers, but for music fans, foodies, artists, and families.
Their ethos? Make the winery approachable and inclusive. That means no jargon, no intimidation, and a wide range of programming—from LGBTQ+ comedy festivals to family-friendly lawn spaces, all underpinned by world-class wine.
Pandemic Pivot: Virtual Tastings and the Financial Silver Lining
During the pandemic, Charles Krug’s team leaned into experimentation. While their Facebook Live tastings didn’t lead to sales, other efforts paid off. One standout success? Virtual tastings for financial services companies. Instead of renting out hotel ballrooms, these firms now send wine directly to prospects and host tastings online.
Today, this arm of the business generates steady, high-margin revenue. “We charge full price for the wine, plus a performance fee for our team,” Jim notes. That model now extends to in-home tastings and national pop-up events—an entirely new DTC channel born from trial and error.
Events as Strategy: Blue Note Jazz Festival and Beyond
Charles Krug has emerged as an unexpected venue for major cultural programming, including the Blue Note Jazz Festival, hosted by Dave Chappelle and featuring artists like George Clinton, Maxwell, and Erykah Badu. With ample parking, a flexible event space, and rare zoning allowances, the winery has become a sought-after destination for high-caliber live performances.
In 2021 alone, Charles Krug hosted 72 Blue Note shows. The programming continues to evolve, including:
- Festival Napa Valley performances with the Vienna Philharmonic and world-class ballet companies.
- Summer concert series featuring legends like Jeffrey Osborne.
- Visual art showcases from local Chicano artists and culinary programs in partnership with the Salvation Army’s chef training school.
As Jim says, “We want to be considered among the world’s great family-owned wine estates—and a cultural hub of Napa Valley.”
Crucially, none of this is just for show. Every event has to make financial sense. “We’re not a charitable organization,” Jim says. “We’ll partner and support, but we have to be fiscally responsible.” That includes negotiating multi-year event deals, charging for wine club parties, and being selective about sponsorships.
Key Takeaways from Polly and Jim’s Conversation
- Rethink what a winery can be: Charles Krug has shifted from tasting room to cultural destination, opening its doors to music, dance, art, and food.
- Experiment and adapt: Not everything worked, but virtual tastings for corporate clients became a valuable new revenue stream that continues today.
- Financial sustainability matters: Jim is clear—events must generate income or strategic brand value. It’s not about chasing trends; it’s about building a viable future.
- Inclusive by design: From family-friendly spaces to welcoming underrepresented communities, Charles Krug actively cultivates diversity—not just in word, but in practice.
As Polly notes, what makes this story so compelling isn’t just the big names or flashy events—it’s the expansive, human-centered approach to hospitality. Jim and the Charles Krug team are writing a new playbook for what winery engagement can look like when we throw out pretense and focus on people.
