How can you convince a seven-year-old and four-year-old to go on a nine-hour road trip and spend two days driving around Los Angeles?! One word: Disneyland.
My husband, Martin, and I recently organized a joint sales trip down the California coast. Martin is the winemaker for Alta Orsa Wines, and while we sell 95% of Hafner wine directly to our patrons at home, the remaining 5% is reserved for top California restaurants. Following the pandemic, our restaurant outreach had been on pause, partly due to closures and partly because we were so busy shipping wine directly to your doorsteps.

Sharing travel expenses between both wineries while taking the children on a fun adventure seemed like a logical choice. However, as we loaded the car at 4 am to hit the road early, I did wonder if we were out of our minds. Nine hours to Los Angeles, followed by days of restaurant appointments, meant a lot of car time and even more waiting around.

The Strategy Behind the Itinerary

We kicked off the trip with a day at Disneyland, which was undoubtedly the highlight for the kids. But before we ever hit the road, we spent weeks meticulously planning our itinerary.

The process begins with a preliminary list of "dream" restaurants. Our goal is to be featured in top-tier establishments, ranging from iconic special-occasion spots to beloved local favorites. Many of you have shared recommendations for great restaurants in your own neighborhoods, which is an immense help.

From there, I consult with Uncle Scott, who knows the dining scene intimately. He often has an existing relationship with a wine buyer or a story about my grandfather selling wine to that same establishment decades ago. These multi-generational connections are invaluable.

Scott visiting restaurants in Los Angeles years prior. 

I also spend time browsing wine lists online to ensure we fit a restaurant’s specific style. Some locations only serve imports, while others prefer working exclusively with large distributors. Once I identify a potential fit, I attempt to connect with the wine buyer, who might be a sommelier, owner, or consultant. This is the most humbling part of the job. Wine buyers are constantly inundated with requests, and it takes persistence to get a foot in the door. Eventually, appointments are made, and the schedule takes shape.

Boots on the Ground in LA

Once we arrived in Los Angeles and finished our day at Disney, we were fueled by enthusiasm. With bottles in bags and corkscrews at the ready, Martin and I "double-teamed" the city. One of us would jump out and head into a restaurant while the other stayed with the kids. If we were lucky enough to catch the buyer, we had just a few minutes to give our "elevator pitch."

When speaking with wine buyers, three things consistently resonate about Hafner:

• Value: The price-to-quality ratio often surprises them. We frequently hear, "You really over-deliver for the price."
• Exclusivity: Because Hafner isn't sold in retail shops, restaurants can offer their guests a special wine that isn't available anywhere else but the winery.
• The Family: Some restaurants prioritize supporting small family businesses and appreciate working directly with the family members behind the label.

Lessons from the Road

After a couple days in Los Angeles, we worked our way through Santa Barbara and up to Monterey and Carmel before finally heading home. We clocked a lot of hours in the car, and the kids were absolute champs. Of course, it wasn't all business. We made sure every day included a trip to the beach or a stop for ice cream.

One of the things I love most about a family business is just that… family! Whether it’s working with my uncle, parents and sister or getting our kids involved, it makes each day less work and more fun. I get to do something that I love with the people I love. As a child, I remember helping at winery events with my grandparents and long harvest days with my parents.

Helping my mom, Sarah, with her sugars. Harvest 1990.

Those moments taught me that no job was too small and that dedication and teamwork help make the business a success. I’m grateful that I get to share that same experience with our kids, even if that means hours in the car driving all over Los Angeles.

The Outcome

Following this trip, we are pleased that these restaurants include us on their list:
Providence
Jar
Citron and Mélisse
Wife and the Somm
Stonehouse at San Ysidro Ranch
Jack’s at Portola Hotel
Montrio Bistro