IF YOU ARE READING THIS, KEITH SAARLOOS IS ALIVE.SO KEEP READING
STILL ALIVE - KEEP READING
I'VE GOT MORE WINE THAN TIME - BY KEITH SAARLOOS
I never thought much about turning fifty.
Not because I was afraid of it. Quite the opposite, actually. I just never spent much time thinking I would get here. Lord knows I gave fate enough opportunities over the years. I grew up in an era before cell phones, before helicopter parents, before every bad decision was documented forever. We rode bicycles until we couldn't see home anymore. We climbed things we weren't supposed to climb, jumped things we weren't supposed to jump, rode motorcycles too fast, and generally behaved like young men who believed they had an unlimited supply of tomorrows.
If you had asked eighteen-year-old Keith Saarloos what life looked like at fifty, he probably would have laughed and told you he had no idea. He might have guessed he would be farming. He might have guessed he would still be getting into trouble. More likely he would have shrugged and said, "I don't know... I'll probably be dead by then."
The funny thing is, I wasn't.
Instead, life happened.
Not all at once. Life never arrives all at once. It arrives slowly, season by season, so gradually that you hardly notice it is happening until one day you look in the mirror and realize decades have passed. Somewhere along the way I fell in love. I got married. I became a father. I buried people I loved. I watched children become adults. I watched my parents become grandparents. I planted vineyards, harvested grapes, paid bills, worried about weather, celebrated victories, survived disappointments, and learned that most things worth having take longer than you think and cost more than you planned.
And while I was busy building a life, fifty quietly showed up.
The older I get, the less interested I become in things. That realization sneaks up on you too. When you're young, life feels like a race and every mile marker looks like something you need to acquire. A better truck. A bigger house. A little more money. A little more recognition. You spend years believing happiness is waiting just over the next hill. Then one day you find yourself standing on that hill and realize the things you were chasing were never the point at all.
I don't need a sports car.
I don't need a bigger house.
I don't need to prove anything to anybody.
I'm married to the woman of my dreams. My children are becoming the kind of people every parent hopes their children will become. I still get to call my mom every morning. I get to farm for a living. I get to make wine. I get to wake up in a place that still feels like God's country. Somewhere along the way I realized I had already won, and the funny part is that I was so busy chasing life that I almost missed it.
What I didn't realize was that while I was building a life, I was also building a cellar.
For twenty-seven years I have been farming. Some years were good. Some years were hard. Most years were both. We scraped it together. We fed kids out of the dirt. We gambled on weather, markets, water, and Mother Nature herself. There were years when everything seemed to go right and years when it felt like the entire world was conspiring against us. Through all of it we kept planting, kept harvesting, kept believing that next year might be even better.
Twenty-three vintages have come and gone since our first harvest.
Twenty-three opportunities to get it wrong.
Twenty-three opportunities to get it right.
Twenty-three opportunities to leave behind a small glass record of what life felt like at that particular moment in time.
Some of you reading this have been with us for most of that journey. You've watched my children grow up on the front of these wine labels. You've seen babies become adults, labels become traditions, and stories become part of your own family celebrations. Together we've celebrated weddings, anniversaries, retirements, promotions, new babies, and more birthdays than I can count. We've also mourned losses together. Because wine has a funny way of showing up for both the happiest and hardest moments of our lives.
That's what eventually happened to the bottles.
They stopped being inventory.
They became memories.
This bottle reminded me of a harvest.
That bottle reminded me of a friend.
Another carried the name of someone I loved.
Some were signed.
Some were sold out.
Some represented milestones in our family's story.
Every bottle became a bookmark in the story of our lives.
And because they meant something, I saved them.
This bottle was too special.
That bottle deserved a better occasion.
Maybe next year.
Maybe someday.
Maybe when the timing is right.
So they sat.
Year after year.
Waiting.
The funny thing about life is that eventually you realize that "someday" is not a day on the calendar. The perfect occasion rarely arrives announced. Most of life happens in ordinary moments. A Tuesday dinner. An old friend stopping by. A birthday. A sunset. A conversation that runs longer than expected. The things we save for later often become the things we never use at all.
I learned that lesson watching people I love leave this world.
Not one of them wished they had accumulated more.
Every one of them wished they had spent more time with the people they loved.
And that's how I arrived at the most important thing fifty has taught me.
The purpose of a thing is found in its use.
A guitar is meant to be played.
A fishing rod is meant to bend.
A truck is meant to get dirty.
A story is meant to be told.
And wine is meant to be shared.
Wine is not a museum piece.
It is not a financial instrument.
It is not a trophy.
Wine is a conversation.
Wine is laughter.
Wine is friendship.
Wine is memory.
Wine is people gathered around a table trying to make sense of this strange and beautiful life together.
For years I believed I was preserving these bottles.
Now I realize they were preserving me.
Every one of them carries a memory. A season. A harvest. A person. A moment. A piece of a life that moved faster than I realized while I was living it. But stories trapped in a cellar eventually become forgotten stories, and I have no interest in leaving behind a warehouse full of memories nobody ever got to experience.
So for my fiftieth birthday, I'm doing something that feels equal parts generous, irresponsible, and perfectly logical.
I'm opening the cellar.
The sold-out wines.
The library wines.
The signed bottles.
The magnums.
The treasures we thought were gone forever.
We're wrapping them in brown paper, mixing them together, and sending them back into the world where they belong.
Not because I need the space.
Not because I need the money.
But because stories deserve readers.
Songs deserve listeners.
And wine deserves drinkers.
After fifty years, twenty-seven years of farming, twenty-three vintages, and more blessings than I ever expected, I have finally learned something important.
I have more wine than time.
And it might as well be you drinking it.
WHY THIS YEAR IS DIFFERENT
We've done Brown Bags before.
If you've been around Saarloos & Sons for any length of time, you probably know the drill. We take bottles from the cellar, wrap them in brown paper, mix them together, and send them out into the world with a little mystery attached. It's always been one of our favorite traditions because nobody knows exactly what they're getting—not even us.
But this year feels different.
This year I'm turning fifty.
And somewhere between twenty-seven years of farming, twenty-three vintages, raising kids, burying people I loved, celebrating people I love, and trying to build a life worth living, I realized something:
I have more wine than time.
For years I have been setting bottles aside. Some were too special to sell. Some were tied to a particular harvest, a particular person, or a particular moment in our family's story. Others simply survived. They made it through moves, inventory counts, cellar reorganizations, and the natural chaos that comes with running a family winery for more than two decades.
Every bottle became a little time capsule.
A bookmark in the story of our lives.
And like most collectors, I kept telling myself the same thing.
"Not yet."
This bottle deserves a better occasion.
That bottle should be saved.
Maybe next year.
Maybe someday.
Then one day you wake up and realize that someday has a way of sneaking past you.
The stories were never meant to stay in the cellar.
They were meant to be opened.
Shared.
Remembered.
Celebrated.
Which is exactly why this year's Brown Bag Sale exists.
Not because we need the room.
Not because we need to clear inventory.
Not because we need the money.
This sale exists because wine is meant to be shared, and I'd rather know these bottles are being opened around dinner tables than sitting quietly in a warehouse waiting for a future that may never arrive.
SOME OF THE TREASURES WE'VE FOUND
As we started digging through the cellar, we realized this wasn't just a Brown Bag Sale.
It was a walk through twenty-seven years of farming, twenty-three vintages, and more memories than I know what to do with.
To give you an idea of what may be hiding in these Brown Bags, we've uncovered bottles such as:
HEIRLOOM VINTAGES
FAMILY | Cabernet Sauvignon — $1,200
12 | Sauvignon Blanc — $288
Loos Bubbles — $888
1947 — $470
195VI | Cab/Syrah 2017 — $444
COURAGE 2016 — $380
COURAGE 2018 — $365 (Sold Out)
19Fiftytwo | Estate Cab/Syrah 2013 — $352
19FiftyIII | Estate Cab/Syrah 2014 — $348
COURAGE — $348
SOLD OUT WINES
DUTCH
HONOR + PREPARE
DAD
FAMILY TREE
HONYOCKER
AUDACITY
TENACITY
VICTORY
BIG LAR
GLORY
UNION
CELLAR FINDS
Signed Bottles
Signed Magnums
Prototype Wines
One-Off Bottlings
Library Vintages
Wines We Thought Were Gone Forever
And hidden among those treasures are bottles that are worth more to me than any price tag could ever capture.
Bottles tied to harvests.
Bottles tied to friendships.
Bottles tied to people who are no longer here.
The truth is, once we wrapped these bottles, tagged them, boxed them, stacked them, and mixed them together, we lost track of where most of them ended up.
Cross my heart.
We honestly don't know what's in many of these bags anymore.
That's what makes this year's Brown Bag Sale different.
It's part treasure hunt.
Part time machine.
Part birthday celebration.
And perhaps the most irresponsible thing I've done in quite a while.
Every Brown Bag is $65.
Some of the bottles hiding inside are worth many times that.
A few are worth a whole lot more.
And somewhere in that pile are bottles that probably should have stayed in my cellar.
But after fifty years, I've learned something.
The stories were never meant to stay there.