Grit + Grapes
Inside the Saarloos family’s purpose-driven journey into wine
Keith Saarloos is the driving force behind Saarloos and Sons winery
Written by Hana-Lee Sedgwick
Photographs by Sara Prince
If I ever wrote a book, I’d call it Honor & Prepare,” says Keith Saarloos, founder of Saarloos and Sons Winery. “That’s our family creed. Honor those that came before and prepare the way for those yet to come. Everything ties back to that.”
You don’t have to know the Saarloos family to recognize this ethos. It’s baked into every bottle, every story, and every decision they make. From how they farm their vineyard and the faces of loved ones on their wine labels to the way they’ve integrated their lives into the Santa Ynez Valley community, it’s clear their legacy isn’t just about wine—it’s about people, purpose, and carrying forward with intention and heart.
The Saarloos and Sons logo hangs proudly on the family’s Santa Ynez Valley ranch.
The Saarloos family’s story in the Santa Ynez Valley began in the late 1990s, when Keith’s parents, Larry and Linda Saarloos, sold their family business in Long Beach with the dream of raising cattle, farming the soil, and spending their golden years working with their hands. “My dad loved three things: my mom, baseball, and farming,” says Keith. “He didn’t make it to the big leagues (though my brother did), but farming was in his blood—passed down from his dad and his granddad before him and right into me.” Larry and Linda first considered moving to Paso Robles, but it was the Santa Ynez Valley, with its open landscapes and tight-knit community, that captured their hearts. They purchased 100 acres just outside Los Olivos, home to 14,000 Fuji apple trees.
“My dad was 50 years old and decided to become a cattleman and a farmer,” Keith adds. “Most people downshift at 50. He floored it. He didn’t ask for permission, he asked what was possible, and we got to work.”
When the apple business failed almost immediately, Linda suggested planting wine grapes. So in 1999 they tore out the apple trees and hand planted 17 acres of vines—a decision that laid the foundation for everything that followed. The grapes sold quickly, and the Saarloos family poured their energy into improving the land and quality of the fruit.
During this time, Keith and his wife, Heather, were living in Long Beach, but they regularly made the drive up to help with the vineyard. “Back then, the Valley was quiet—more cattle than cars,” says Heather. “I wasn’t sure it was a good fit, but even then I remember thinking that this would be the perfect place to raise a family.” After they found out they were expecting their first child, the couple decided to make the leap. “We moved here with a two-week-old baby and lived in a barn with running water, electricity, and a potbelly stove,” she remembers. “It was simple, but it taught us to slow down, and I quickly fell for the intentional nature I found in people here.”
Keith and Heather dived headfirst into helping his parents—tending vines and selling fruit—while building their new lives in the Valley. “We’re really not afraid of unchartered waters,” explains Heather. “Our whole family has this mind-set: Jump in, go all in 1,000 percent, and figure it out together.”
Keith and son Cash honor the family’s enduring connection to the land.
Within a few years they had their hands in other ventures, including coffee shops and a spa, but 2008’s economic downturn forced a major pivot. “We were already making small amounts of wine from our own vines—just for family and friends. But 2008 changed everything,” notes Keith. “My wife looked at me and said, ‘We grow great fruit, we make good wine—let’s treat this like we do everything else: with intention.’ When the woman you love believes in you, you can’t help but believe in yourself. We went all in.”
That leap of faith led to the launch of Saarloos and Sons and their tasting room in Los Olivos, but Keith insists this decision wasn’t driven by status or recognition—it was to provide for his family and survive. “If my dad was audacious, I’m tenacious,” says Keith. “I had one shot to make this work, and quitting wasn’t an option. I worked seven days a week for years, because that’s what we do. I made mistakes, but tenacity beats talent every time.”
Adds Heather, “Wine wasn’t part of the original plan, but it became the path forward. Keith has always had this drive to build something that lasts, something bigger than himself. Building the brand and creating an alternate way in which to approach wine gave him that purpose. It’s not just about the craft—it’s about creating a legacy rooted in hard work, intention, and a deep connection to the land. He’s building something our kids can stand on.”
As for their two children, who have grown up among the vines, she says, “Farming and winemaking have shown our kids how to show up every day, stay grounded, connect with people from all walks of life, and not be afraid to get their hands dirty.”
Those values—devotion, hard work, and human connection—have guided every step of the journey, including Keith’s decision to build the winery around people, not prestige. “We make wine for people we know, people we care about. Our customers are family. Building something I, and they, can be proud of, that’s the success I care about,” he says. That grounded outlook comes through in every part of the business, from Keith’s candid, honest approach to social media to the design of the Los Olivos tasting room, which feels more like an inviting living room than a traditional tasting room. The wines, each bearing the name and face of a loved one, are tributes to the people behind his story.
After Larry Saarloos passed away in 2020, Keith’s sense of purpose only deepened. “When my dad died, I felt this weight: not just to shine up his name but also to build our legacy into something,” he says. “The words honor and prepare are what got me out of bed. I had to show up—for my mom, for Heather and the kids, and for the community we love so much. This Valley smells like hard work and dirt, and that’s a beautiful thing. You protect places like this. And when you have the chance to make something better—for your kids, your town, or even just one person—you take it. That’s how you make the world a better place.”
“This Valley smells like hard work and dirt, and that’s a beautiful thing. You protect places like this. And when you have the chance to make something better—for your kids, for your town, or even just one person—you take it. That’s how you make the world a better place.”
The Saarloos family in the region that has shaped their story.
Carrying that spirit forward, Keith happily leads free vineyard tours every Saturday, welcoming anyone to walk the land with him, hear the stories behind the vines, and feel a sense of connection. “I live in the dirt; it’s my home,” he says. “I never set out to be a farmer, but God made me one. Farming was and continues to be the goal. Wine just happens to be the thing our farming produces. From our plow to your porch, it’s just us, working hard for the people we love.”