Meet Lola Llamas: Co-Founder of Llamas Family Wines and Las del Vino
This interview has been edited for clarity and was featured in the September 13, 2023 of Merobebe.
Merobebe
You grew up in Napa Valley with a grandfather who worked in the vineyards. Did you grow up talking about and drinking wine?
Lola Llamas
I actually didn't grow up drinking wine or really talking about it. Even though my grandfather and other family members worked in the wine industry, the only wine I remember seeing at home were jugs of Carlos Rossi wine! I didn't get into wine until about 2006 or 2007.
My grandfather passed away when I was 18, so sadly I didn't get to enjoy a glass of wine with him. I recall visiting weekly with my mom and having lunch with him.
I always enjoyed his stories about living in the valley and working in the vineyards, his sense of humor, and his wonderful laugh.
Lola Llamas, co-founder of Llamas Family Wines and Las del Vino, with partner Miriam Puentes
Merobebe
What inspired the switch from law into wine? Was there a specific moment where you thought, I want to make wine!
Lola Llamas
I'm still working full time [as a paralegal] at a law firm. I haven't left my day job, yet but hope to in the near future. The wine job is definitely a lot of fun and has allowed me to meet some amazing friends and clients.
My husband is the one that really introduced me to wines. I always enjoyed my cocktails and tequila but was never really interested in drinking wine. He grew up as a migrant farm worker and wanted to do something to honor his family who worked, and continue to work, in the vineyards and other aspects of the wine industry. We started our label in 2009 and have learned so much as we have grown our small company.
Lola Llamas (left) with Miriam Puentes, co-founder of Las del Vino
Merobebe
I'm fascinated by the Executive Wine MBA program you did. What specifically do you learn about the wine industry as part of the MBA program?
Lola Llamas
The Sonoma State MBA program is tailored for individuals already working in the wine industry. You learn the business side of wine: finance, sales, marketing, etc. It offered many classes that you would take in a traditional MBA, but focused on the wine industry. It was a 17 month accelerated program, all day Friday and Saturday, every other week. There were 27 of us originally with 2 dropping and 25 of us graduating. To this day, I don't know how I made it through. My classmates became like members of my family and many of us remain close. We try to have reunions once or twice a year. The international trip was life changing! I had never been to Europe before and the experience still remains one of the best things I've ever done.
Merobebe
What's unique about the wine business?
Lola Llamas
The wine business isn't just a business, it's our lifestyle; we live and breathe it every day. It's what connects us to other people, whether it's our colleagues who have similar stories and struggles, or a client – bringing them in and sharing our world with them. They have an impact on us and hopefully we have an impact on them. It's about leaving a mark.
Merobebe
You started your wine label with your husband, Oscar, at Llamas Family Wines before starting a new venture, Las del Vino, with your friend Miriam Puentes. What made you want to start a second winemaking venture, and what are the differences between the two?
Lola Llamas
Miriam and spent a lot of time together during the pandemic. Once the shelter in place order took effect, our families were in the same bubble. She and I would take walks and talk and thought it'd be a great idea to start promoting our wines together on a separate Instagram. That's how Las del Vino was born.As we got into it, the idea of sparkling wine came up and, since neither of us offered it under our own brands, we decided to create the Las Amigas brand. The Honrama and Llamas brands are the brands we started with our husbands (red, white and late harvest wines). The Las Amigas brand consists of two sparkling wines right now, cuvee and rose. When we started Las Amigas, it was important for us to show the importance of collaboration and women supporting women.
Merobebe
Have there been challenges you've faced as a woman (especially a woman of color) in the world of wine making?
Lola Llamas
I think there are definitely challenges, not only with trying to launch the Las Amigas brand but also with my family brand, Llamas. With Llamas it's been difficult to get our name out there. We find that when people come to Napa, many people either want well-known, big winery names or very high-end cult brands. They aren't always open to trying a small, Latino owned brand. Over the years, we've been able to build a small following that allows us to travel to our clients and do wine dinners/tastings. Those clients refer friends to us and those friends do and that is what has allowed us to have some success.With Las Amigas, the timing was not ideal. We launched during a global pandemic so we couldn't have a real launch party or any events. It was just word of mouth and social media. Our family brands are not as well known as other family brands in Napa Valley; we're not scions. We've had a difficult time getting our name out there. We were really fortunate to meet the owner of a champagne lounge in Napa that started her business around the time we started Las del Vino. She's been amazing and supportive, and has carried our Las Amigas Cuvee pretty much since she opened. Some of our friends who own restaurants helped us as well by having our cuvee on their wine lists. It's been a fun venture for us. We've met some great ladies who are so excited to hear about our brand and share it with their friends.
Merobebe
Lola Llamas, co-founder of Llamas Family Wines and Las del Vino, with partner Miriam Puentes
How has your family's Latin heritage affected your approach in winemaking or the industry in general?
Lola Llamas
My Latin heritage has given me a reason to work harder. My partner and I came together during the pandemic with the idea that we could do something that would make a difference. Not only did we want to be positive Latina role models for other women, we wanted to set an example for our young daughters. The wine business is tough, but this venture has allowed us to meet wonderful people who have been very supportive of our brand.
Merobebe
How can the industry or market better support small, independent wineries?
Lola Llamas
I would say first and foremost, just give us a chance. Place an order, try the wine and tell your friends and family about it. Many people come to the Napa Valley and have their itinerary set, but I'd tell them that if you have the opportunity to visit a small, family-owned Latino brand you should do that – and most likely you'll be happy that you did.
Learn more about Llamas Family Wines here or order some Las Amigas cuvee here!