I’m at an event in California wine country, glass in hand, mid-conversation, when I spot her. Excusing myself with all the grace I can muster, I perform the classic wine walk over—smooth, but with a hint of “don’t spill the Pinot.” I place my hand on my chest, avert my eyes just enough, give a slight bow, and say, “Director Carter.” She grins, as always, and hits me with her signature, “Boy, you need to stop.” This little ritual of ours has been going strong for almost five years, and honestly, it never gets old. If you flipped open the Wine Dictionary and searched my name and career, skip the colorful adjectives and head straight to the etymology, there, you’d find Kelly E. Carter, founder of Napa Valley Noir on a short list right next to Ryan Williams. If Ryan is the Godfather of Napa Valley, Kelly is its Glamazon Queen—fierce, brilliant, magnetic, and clearly handpicked by the wine gods themselves.
Our history starts in 2020 with seven simple words typed into Google: “Black Wine Professionals in the Napa Valley.” Up pops Kelly—ranking high, naturally. Her bio practically shouted “powerhouse”: journalist, Director of Communications at Alpha Omega Winery, Delta Sigma Theta sorority member (I grew up in a Divine 9 household). I don’t remember exactly where she ranked in the search results, but I do remember this—she was #1 on my reach-out list. One email later, I had an invite and an interview at Alpha Omega. That one email also led to introductions to some serious movers and shakers in the wine industry. Oh, and Kelly doesn’t know this (or maybe she does, she’s sharp like that), but that same email turned into her recommending me for a contributor gig at Haute Living SF. My first consistent writing job – all because of Kelly. She’s been nothing but a champion—of me, her community, and anyone with a passion for wine.
So when Kelly called to say she was leaving Alpha Omega to start her next big thing and asked if I’d support her, I nearly dropped my phone laughing. “Is that a real question? Of course, sista!” I told her. “But one thing—can I still call you ‘Director Carter’?”
That vision has come to life with Napa Valley Noir (NVN), a luxury concierge service crafting unforgettable, bespoke experiences in Napa Valley, Sonoma County, and beyond. “Napa Valley Noir was born out of my love for Napa Valley and my desire to offer unparalleled access to its hidden gems,” Carter shares. “This is more than a concierge service—it’s a gateway to bespoke adventures, where every detail reflects the client’s unique style, interests, and appreciation for the finer things in life.” NVN isn’t just about luxury—it’s a celebration of diversity and inclusivity. Kelly E. Carter is redefining the wine industry, shattering its perceived exclusivity by embedding inclusivity into NVN’s very core. “Everyone deserves to feel welcomed and cared for,” Carter explains. “That’s the spirit behind Napa Valley Noir.”
With her journalistic storytelling expertise and unwavering passion for championing inclusivity, Carter is making NVN a trailblazer in the luxury travel and wine world. I had the incredible opportunity to sit down with CEO Carter for an inspiring Q&A—stay tuned to hear her story and vision!
What was your first experience with wine? Were you parents wine drinkers?
Growing up in Los Angeles, my mother’s aunt lived with us and was the closest thing I had to a grandmother. She liked Manischewitz at dinner, and I occasionally was allowed a few sips when I was in grade school. I loved the wine because it tasted like grape juice. My mother, who never remarried after my father died of emphysema when I was six, preferred spirits.
What’s the first bottle you bought with your own money?
In the early 80s, like many other Americans, I was hooked on wine coolers. I transitioned to Chardonnay and White Zinfandel. True story: While on a Bermuda vacation with a beau in the early 90s, I ordered a bottle of what I thought was White Zinfandel at a fine dining restaurant. Imagine my shock when the waiter brought us a bottle of red wine! Rather than show my ignorance, we drank the Zinfandel. In 1991, I became the first female beat writer for the Los Angeles Lakers, covering every home and away game, the NBA All-Star game, and NBA Finals for four years. Gary Vitti, the Lakers trainer at the time, convinced me to switch to red wine because of its health benefits. The first memorable bottle I purchased was a 1994 Caymus Cabernet Sauvignon at a wine shop near my South San Francisco hotel when I was an NFL writer for USA Today and in town for a 49ers game.
When did you decide that wine was more than a hobby?
I didn’t set out to work in wine—quite the opposite. I initially feared that turning my passion into a profession would take the joy out of simply sipping a glass and unwinding. I worried that I’d focus too much on dissecting aromas and flavors instead of just enjoying the experience. Thankfully, that hasn’t been the case. In fact, the more I learn about wine, the more I appreciate each sip, knowing how many hands and how much care has gone into crafting each bottle. When I moved to Napa Valley in 2015, while still the editor of Haute Living San Francisco magazine, I was immediately captivated—not just by the rolling hills that reminded me of my two years living in Italy (2003–2005), but by the wine industry itself. I became deeply interested in the stories behind the wineries—the passion and vision of the vintners, the thought process of the winemakers, and the dedication of vineyard workers, whom I have gained tremendous respect for over the past decade.
Before you founded Napa Valley Noir, what was your first job in wine?
My first job in the wine industry was as Director of Communications at Alpha Omega winery in Rutherford. Over seven years, I worked closely with co-proprietors Robin and Michelle Baggett and collaborated with every department, gaining a comprehensive understanding of the industry. This experience allowed me to deepen my knowledge of wine production, events, direct-to-consumer sales, the nuances of the tasting room, sustainability initiatives, and philanthropy—insights that now shape my approach to curating luxe experiences with Napa Valley Noir.
What formal education or certifications do you possess?
Inspired after attending Wine Women’s “Back to School: Insider tips on education, certification and training” seminar in early March 2020, just before the country shut down due to Covid, I began my formal studies during the shutdown. Although I had already been working in the wine industry for four years, I chose to start with WSET Level 1. Just as I wouldn’t build a house starting on the second floor, I didn’t want to skip foundational knowledge in my wine education. From there, I earned WSET awards Level 2 with distinction and Level 3 with merit. I also expanded my expertise with a Discovering Italian Wine certificate while awaiting my Level 3 results.
What is Napa Valley Noir?
In 2024, I founded Napa Valley Noir, a luxury concierge service, but in many ways, I’ve been building toward this moment for a few decades. My career has always been about storytelling, connection, and exploring the extraordinary. As an award-winning journalist, I traveled the world—visiting more than 40 countries and territories—developing an appreciation for luxury, culture, and hospitality. My seven years as Director of Communications at Alpha Omega winery gave me an insider’s perspective on the wine industry and allowed me to cultivate invaluable relationships with proprietors, winemakers, and hospitality leaders.
Through Napa Valley Noir, I bring all these experiences together to curate bespoke, insider experiences that exceed expectations. By crafting itineraries that reveal the true soul of Napa Valley and Sonoma County, while matching palate to purse, I want people to fall as deeply in love with America’s premier wine destinations as I have.
Tell me more about your goals with Napa Valley Noir.
My goal is to open doors, make wine country more inclusive, and ensure that every guest leaves feeling enriched, inspired, and truly welcomed. The wine industry is facing challenges, partly because it was slow to embrace diverse consumers. My clients reflect this evolving landscape, spanning Black couples, Caucasian families, single Latinas, and even an Italian fashion house.
I recognize that for many in the BIPOC community, wine appreciation is a more recent journey. Many of us didn’t grow up with wine cellars in our homes or generations of wine lovers in our families. At Napa Valley Noir, I curate experiences for everyone—from newcomers to longtime aficionados—ensuring that each guest receives the same level of care and dedication. Whether it’s a milestone birthday or anniversary, I may arrange a private home rental on a vineyard, an immersive culinary adventure in a wine cave or vineyard with live entertainment, or exclusive access to winery owners and winemakers. Luxury transportation, exotic car experiences, and helicopter tours are also within reach. One of my greatest joys is introducing seasoned wine enthusiasts to fresh, unexpected experiences in Napa and Sonoma.
I also find fulfillment in helping people navigate Napa Valley’s vast landscape of 400+ wineries—curating itineraries that align with their tastes and interests. And today, not every itinerary revolves around wine. Napa Valley and Sonoma can enchant visitors with exceptional mocktails and dealcoholized wines, proving that in the end, it’s the region’s natural beauty and tranquility that make them magical year-round escapes.
With Napa Valley Noir, I make sure my clients—whether newcomers or longtime enthusiasts—get access to wineries where they’ll feel welcomed, respected, and educated. It’s not just about experiencing wine, but about feeling like you truly belong in wine country.
You love wine, do you feel the wine industry loves you?
I do feel like the wine industry loves me. I was fortunate that when I joined Alpha Omega in 2016, vintners Robin and Michelle Baggett encouraged me to join the Napa Valley Vintners Public Relations Committee, which I chaired the following year, and the Wine Institute’s Marketing & Communications committee. I’ve worked closely with NVV on various initiatives. In 2017, I accompanied the Baggetts to Washington, D.C., for the Wine Institute’s annual Washington Meeting where vintners get together with policymakers and regulators to discuss issues critical to a healthy and vibrant wine sector and attended a few of the Wine Institute’s annual winter meetings in Pebble Beach. I was often the only Black face in the room and, as such, mingled with as many vintners as possible in hopes that by getting to know me, they would be encouraged to hire members of the BIPOC community in upper management roles. There is always room for improvement. I don’t want to hear people in hiring positions say that they don’t know where to find BIPOC candidates. Many wineries still struggle to market to diverse consumers.
Do you feel things in the wine industry are improving for people of color?
There has been a tremendous increase in the number of people of color working in the wine industry and pursuing careers in wine. In February 2025, I attended two gatherings for Napa Valley’s growing Black wine community. I was one of the few who attended both, and at each event, I only knew a fraction of the guests. That speaks volumes about the exponential growth of Black wine professionals. And the number of Black-owned wine brands? It’s nearly impossible to keep up! It seems like every day I discover another, which is fantastic.
The increased focus on diversity—driven by DEI initiatives, though unfortunately, many of those have faded—along with the rise of organizations like Wine Unify, the Veraison Project, and The Roots Fund, has been phenomenal. Much of this growth is happening among women in what has traditionally been a male-dominated industry. But because meaningful change took so long to take root, the industry will be playing catch-up for quite some time.
Still, progress is undeniable. From Leilani Baugh opening Vin en Noir in downtown Napa to the McBride Sisters purchasing a vineyard in Carneros, and the ever-growing number of Black women-owned wine brands, the future is bright. Or should I say… dark?
What can gatekeepers do to make the wine industry more inclusive for people of color?
Wine needs to be more approachable and less intimidating. Seeing fifteen descriptors on tasting notes is excessive—if someone picks up only a couple of flavors, that doesn’t mean they don’t know anything. The focus should be on enjoyment and how wine brings people together.
One of the best examples of making wine relatable is a scene in the 2020 film Uncorked, where a Black man working in a wine shop compares varietals to hip-hop artists while helping a Black woman new to wine. Chardonnay is like Jay-Z, Kanye West like Pinot Grigio, and Drake like Riesling. It was a brilliant touch by writer/director Prentice Penny.
Recognizing the tremendous spending power of people of color is crucial. At the same time, offering a tier of affordable wines is key. Most consumers will level up after being introduced to something new, but you have to get them in the door first. I applaud Malek Amrani, proprietor of The Vice, for making Napa Valley wines accessible without compromising quality.
Representation also matters—hiring more BIPOC professionals in visible positions, from sommeliers to winemakers to executives, will help reshape the industry’s culture.
Financial institutions play a major role too. Banks must offer people of color the same access to funding, at comparable interest rates, as they do for white entrepreneurs seeking to start or expand wine-related businesses.
Lastly, wine education should be more accessible. Scholarships, mentorship programs, and community-driven events that welcome diverse audiences can help bridge the gap. The more people see themselves reflected in the industry, the more inclusive it will become. I always encourage people who want to work in wine to start their formal wine education as soon as possible—it not only deepens their knowledge but also positions them for better opportunities.
I love what Anthony Mueller is doing. He left Robert Parker Wine Advocate, where he had been a reviewer since 2019, to start his own venture, AnthonyMueller.com that uses a free business model to help make reviews more accessible.
In regards to diversity, what has the industry gotten right and/or improved upon in the last 5 years?
Over the past five years, the wine industry has made strides in recognizing the importance of diversity, though there is still much work to be done. We’ve seen more initiatives aimed at increasing representation, from the birth of organizations like Wine Unify and The Roots Fund providing scholarships and mentorship to people of color, to wineries making a more conscious effort to create inclusive spaces. Some major wine competitions, media outlets, and trade organizations have also begun amplifying diverse voices and featuring a broader range of perspectives.
However, true change requires more than surface-level gestures. While there are more Black and brown faces in tasting rooms, wine marketing campaigns, and panel discussions, the real progress will be measured by ownership and leadership opportunities. We need more people of color in executive roles, as winemakers, vineyard owners, and decision-makers.
Ultimately, the industry is moving in the right direction, but there’s still plenty of catching up to do.
Spirits does a better job of advertising to young, diverse 21+ consumers in the U.S. As an insider what are tangible actions to promote to a broader demographic of wine consumers?
First, storytelling matters. Wine brands should showcase diverse winemakers, vineyard owners, and professionals in their marketing to show that the wine world is for everyone. Representation sparks interest. Hiring more people of color as wine professionals, placing them in high-profile positions, and amplifying their voices through industry events and media can make a significant impact. But it’s not just wine brands that can help. Films such as Uncorked, which tells the story of a young Black man torn between his dream of becoming a master sommelier and his father’s expectations that he’ll take over the family barbecue business in Memphis, and television shows can raise awareness of wine to a diverse group of people.
Second, wine needs to be part of lifestyle moments. Spirits brands seamlessly integrate into music, fashion, sports, and pop culture. Wine can do the same by hiring influencers and content creators of various ethnicities to bring awareness, as well as partnering with artists, chefs, and creatives who resonate with younger, diverse audiences. In 2024, the NBA and WNBA became partners with Kendall-Jackson, and La Crema, respectively, making parent company Jackson Family Wines look brilliant.
Third, accessibility is key. Many young consumers are intimidated by traditional wine culture. I recently stumbled across a page on a prominent Napa Valley winery’s website about how to have the best wine tasting experience. One tip is: “Leave lipsticks, lip gloss, perfumes, and cologne at home.” OK, so I get it with perfumes and cologne because of the aromas, which can also affect others’ experience. But makeup? As the website states, “The taste of lipstick and lip gloss interacts poorly with wine (making it distasteful).” Try telling that to a female influencer with 500,000 followers not to wear lipstick. Sometimes the rules are just too much. Wine brands can also host interactive tastings in non-traditional spaces such as music festivals, brunch spots, or even sneaker stores, sponsor events in non-white communities and collaborate with organizations like Black wine groups. Additionally, multi-cultural marketing is as essential as actively recruiting from HBCUs to diversify the talent pipeline and consumer base.
Finally, digital engagement is crucial. Social media should be more than just bottle shots—it should be storytelling, humor, behind-the-scenes vineyard content, and real conversations. Leveraging platforms like TikTok and Instagram Reels can demystify wine and make it feel as dynamic as the spirits industry has made cocktails.
The goal isn’t to change wine itself—it’s to change how it’s perceived. When you make wine feel personal, inclusive, and fun, new consumers will follow.
What’s next for you in your career Director Carter?
It’s important that I continue to champion wine country tourism to diverse consumers, whether through curated experiences or media presence. I’m setting an example for women entrepreneurs, proving that there’s space for more women—especially Black women—to lead in the luxury and wine tourism arenas.
What’s it really like living in Napa Valley?
Napa Valley is a wonderful place to live—it’s safe, beautiful, feels like a sophisticated farming community and people look out for one another. There’s no shortage of entertainment, from concerts and festivals year-round to an ever-present art scene. The culinary scene is amazing, but I wish more restaurants had late-night kitchens. However, I like to rise early and watch the hot air balloons drift by my window, enjoy a hike or vineyard walk. One thing I didn’t expect was the deep connection I’ve developed with nature. I love picking grapes during harvest. Living here has made me slow down and appreciate the beauty of my surroundings. That said, due to Napa’s lack of diversity, it can feel isolating at times. And dating? Let’s just say it’s about as challenging as finding someone who knows how to style my hair.
If you could only drink one varietal for the rest of this year, what would it be?
Well, it’s not a varietal but if I drank nothing but Champagne for the rest of the year, I’d bubble over with excitement—and never run out of perfect food pairings. From oysters to fried chicken, Champagne makes every meal feel like a celebration. I have a t-shirt that reads “Champagne & French Fries” with a heart emoji. It’s been 20 years since I visited Reims. I’m long overdue for a return and trying to figure out how to go on Erin Riley’s Be Bubbly Journey to Champagne. As you know, she’s the Queen of Bubbles, and it would be fun to have her as my guide.
If you weren’t working in wine, what would be your profession?
I’d be a full-time writer. I co-authored a New York Times bestseller with tennis icon Venus Williams, Come to Win: Business Leaders, Artists, Doctors, and Other Visionaries on How Sports Can Help You Top Your Profession, and wrote National Geographic Book’s The Dog Lover’s Guide to Travel, which won a Lowell Thomas Award. Currently, I’m immersed in writing my memoir, Bellini for One, and in the early stages of an exciting collaboration with two phenomenal women on a new book project. Storytelling has always been my passion—whether through words or curated experiences.
Besides where you work, what are some of your favorite wines?
Some of my favorite wines are Argiano’s Brunello di Montalcino, Ornellaia’s Super Tuscans, Gaja’s Barolos, Altamura’s Nebbiolo from Napa Valley, which I always order when I dine at Ciccio in Yountville, anything Rudd Estate in Oakville produces but especially its Samantha’s Cabernet Sauvignon, VGS Chateau Potelle Cabernet Sauvignon from Mt. Veeder, Mt. Brave’s Cabernet Franc, Lapostolle Cuvee Alexandre Carmenère and Perinet’s Vinya Mas del Xes Garnatxa from the Priorat. BRAND Napa Valley makes an amazing Proprietary Blend. For Chardonnay, two of my faves are Kistler and Pierre-Yves Colin-Morey. I have five pairs of “Rosé All Day” shoes in various styles and can easily drink Le Féte du Rose and Domaine de la Bastide Blanche Rosé from Bandol all day.
Who do you look up to and/or admire in the wine industry? Why?
- Theodora Lee, proprietor of Theopolis Vineyards. She’s accessible, deeply engaged, and an inspiring force, proving that a Black woman can not only own a vineyard but also produce exceptional wines. Beyond her role in the wine world, she balances her passion with an accomplished legal career as a senior partner and trial lawyer at Littler, the world’s largest global employment and labor law firm exclusively representing management. I’m in awe of her ability to excel in both industries while uplifting others.
- Brenae Royal, who made a name for herself as the North Coast Operations Manager for Gallo’s Monte Rosso Vineyard and has now expanded her impact by producing her own wine, Violet’s Paradise. Not only did she take a road we rarely travel, the vineyard management route, her commitment to creating opportunities for others is inspiring—50% of the proceeds from her sparkling wine support The Veraison Project, a nonprofit dedicated to fostering a more diverse, equitable, and inclusive wine industry. The remaining 50% funds the Violet’s Paradise Agriculture Scholarship, a new initiative she launched to support the next generation of wine professionals.
- Jean-Charles Boisset of the Boisset Collection. Some may roll their eyes at his larger-than-life personality, but there’s no denying that he is an innovative businessman who embraces risk, isn’t afraid to pivot, and constantly pushes the boundaries of the wine industry. I admire his commitment to creating opportunities for Black women through his Boisset Ambassador Program, which has provided several of my friends with fulfilling careers in wine. Additionally, each February, he donates 20% of the proceeds from Unity Reserve Cabernet Sauvignon Napa Valley to organizations like the Association of African American Vintners Scholarship Fund and Wine Unify.
Favorite wine region outside of California?
It’s nearly impossible to choose just one, but a few Italian regions hold a special place in my heart. I love Montalcino—Napa’s newest sister city—for its Brunellos, Valpolicella for its rich, velvety Amarones, and Barolo for the sheer seductiveness of Nebbiolo.
What celebrity do you think has the best wine brand? Why?
During the 2023 holidays, I hosted a gathering and opened several bottles of “older” wines. The hands-down favorite? A 2013 LVE Cabernet Sauvignon, a collaboration between John Legend and Raymond Vineyard in Napa Valley. Not only is the wine fantastic, but the marketing is just as impressive, with John actively promoting the brand and helping raise funds for Napa Valley. And for a non-alcoholic option, Kylie Minogue’s alcohol-free sparkling Rosé truly sparkles.
Outside of work, what do you do for fun?
Traveling is my jam! I have a trophy map with push pins indicating where I’ve been across the globe. I’m itching to add my 49th country. Reading is my favorite pastime—I buy far more books than I have time to read, but I love supporting my writer friends. When I’m not working, I power walk in the vineyards as often as possible (got to burn off the calories from supporting Yountville’s incredible restaurants!). And of course, I enjoy getting together with wine-loving friends, sharing great bottles and creating memories. That’s what wine is all about, right?
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