Today we’d like to introduce you to Katie Hayward.
Hi Katie, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
Sixteen years ago, I saw an opportunity to create something that went beyond transportation. I wanted to create memorable experiences. At the time, Paso Robles wine country was growing rapidly, but there were very few companies focused on providing a truly personalized, concierge-style wine touring experience. I believed visitors wanted more than simply getting from one winery to another—they wanted someone who knew the region, understood hospitality, and could introduce them to the hidden gems that make our community so special.
I started Uncorked Wine Tours with one vehicle, a lot of determination, and a commitment to exceptional customer service. Like many small business owners, I wore every hat imaginable. I answered the phones, handled reservations, planned itineraries, cleaned vehicles, managed marketing, coordinated with wineries, and often served as the driver. Every booking was personal because every guest trusted us with their vacation, celebration, or special occasion.
As the business grew, so did our reputation. What began as a small transportation company evolved into a luxury concierge experience, offering curated wine tours, private transportation, airport transfers, wedding transportation, corporate events, and custom itineraries throughout California’s Central Coast. Our focus has always been on creating unforgettable experiences while showcasing the incredible wineries, restaurants, and local businesses that make Paso Robles such a unique destination.
One of the things I’m most proud of is the relationships we’ve built over the years. We’ve had the privilege of welcoming guests from all over the world, many of whom have become repeat clients and friends. We’ve also developed strong partnerships with wineries, hotels, vacation rentals, event venues, and tourism professionals throughout the region. Those relationships have been instrumental in our growth and have allowed us to provide an elevated level of service that goes far beyond simply providing transportation.
Like every entrepreneur, the journey hasn’t been without challenges. Building a business through changing economic conditions, evolving tourism trends, staffing challenges, and the unprecedented impact of the pandemic required resilience and the willingness to continually adapt. Each challenge reinforced the importance of innovation, perseverance, and staying focused on delivering exceptional service.
Today, Uncorked Wine Tours has been serving California’s Central Coast for more than 16 years and has become one of the region’s premier transportation and wine touring companies. We offer a diverse fleet of luxury SUVs, Mercedes Sprinters, shuttle buses, and specialty vehicles, allowing us to accommodate everything from intimate wine-tasting experiences to large weddings, corporate events, airport transportation, and custom group outings.
As our company continues to evolve, my vision extends beyond transportation. I see Uncorked as a hospitality brand dedicated to helping people create meaningful memories. Whether we’re introducing guests to a boutique winery they’ve never heard of, coordinating every detail of a special celebration, or simply ensuring they have a safe and seamless experience exploring wine country, our mission remains the same: to provide exceptional service with genuine care and hospitality.
Looking ahead, I’m excited about expanding into new ventures that complement our brand and continue celebrating the incredible food, wine, and hospitality that define California’s Central Coast. While the business has grown significantly since those early days, the values that inspired me to start Uncorked—integrity, personalized service, and creating unforgettable experiences—remain at the heart of everything we do.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Like many businesses in the hospitality and tourism industry, we’ve experienced our share of challenges over the years. The COVID-19 pandemic brought our industry to an abrupt halt, and virtually overnight we found ourselves navigating canceled reservations, uncertainty, and an entirely new business landscape. It was one of the most difficult periods we’ve ever faced, but it also reinforced the importance of resilience, adaptability, and maintaining strong relationships with our clients and community.
More recently, the wine industry has experienced its own shifts. Changes in consumer preferences, economic uncertainty, and evolving travel habits have created new challenges for wineries and tourism-related businesses alike. Rather than viewing these changes as setbacks, we’ve chosen to see them as opportunities to evolve.
While wine tours will always be at the heart of what we do, today Uncorked is so much more than a wine tour company. We are a full-service luxury transportation and concierge company, helping people celebrate life’s biggest moments and everyday adventures. Whether it’s airport transportation, weddings, corporate events, private celebrations, brewery and distillery tours, concert transportation, dinner outings, custom itineraries, or simply providing safe, reliable transportation, our mission remains the same: creating exceptional experiences from beginning to end.
We’ve learned that our greatest strength isn’t simply driving guests from one destination to another—it’s our ability to connect people with unforgettable experiences. We pride ourselves on introducing visitors and locals alike to hidden gems, supporting small businesses throughout the Central Coast, and serving as ambassadors for the communities we love.
Every challenge we’ve faced has encouraged us to innovate, diversify, and continue raising the level of service we provide. Today, we’re more committed than ever to delivering personalized hospitality, building lasting relationships, and reminding people that the journey itself can be just as memorable as the destination.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
At its core, Uncorked is a hospitality company built around creating unforgettable experiences. While we’re widely recognized for our luxury wine tours throughout Paso Robles and California’s Central Coast, what we truly specialize in is personalized service. Every itinerary is thoughtfully curated to reflect our guests’ interests, whether they’re celebrating a milestone, visiting wine country for the first time, or simply looking to relax and enjoy the beauty of our region.
Over the past 16 years, we’ve grown from a small transportation company into a full-service luxury transportation and concierge business. Today, we provide private wine tours, airport transportation, weddings, corporate events, brewery and distillery tours, dinner transportation, special events, and fully customized experiences. We don’t believe transportation should simply get you from one place to another—we believe it should be an integral part of the overall experience.
One of the things that sets us apart is our deep knowledge of the Central Coast and the relationships we’ve built within our community. We work closely with wineries, hotels, restaurants, event venues, and local businesses to create experiences that go beyond the typical tourist itinerary. We love introducing our guests to hidden gems, family-owned wineries, and the people who make this region so special. Many of our guests arrive as first-time visitors and leave feeling like locals.
I believe our greatest strength is that we genuinely care. Hospitality isn’t something we turn on when a guest steps into one of our vehicles—it’s woven into every interaction, from the first phone call to the final drop-off. We take the time to understand what our guests are looking for and strive to exceed their expectations at every opportunity.
What I’m most proud of isn’t simply the growth of the company—it’s the trust we’ve earned over the years. We’ve had the privilege of serving thousands of guests, celebrating weddings, anniversaries, birthdays, corporate retreats, and countless special moments. Many of our clients return year after year and refer their family and friends, which is the greatest compliment we could receive.
I’m also incredibly proud that Uncorked has been recognized nationally by USA Today’s 10Best Wine Tour Companies for six consecutive years. That recognition reflects not only our commitment to exceptional service, but also the dedication of our entire team and the incredible community we’re fortunate to represent.
As our company continues to evolve, our mission remains unchanged: to provide exceptional hospitality, create meaningful connections, and showcase everything that makes California’s Central Coast such an extraordinary place to visit. At the end of the day, we aren’t simply in the transportation business—we’re in the business of creating memories that last a lifetime.
Are there any important lessons you’ve learned that you can share with us?
The most important lesson I’ve learned is that success isn’t about avoiding challenges—it’s about how you respond to them. Entrepreneurship has taught me that resilience, adaptability, and perseverance are just as important as having a great idea.
Over the past 16 years, I’ve experienced incredible highs and some very difficult lows. From navigating the uncertainty of the pandemic to adapting to changes in the wine industry and the economy, every challenge has forced me to think differently and continue evolving. I’ve learned that if you’re willing to embrace change instead of resist it, new opportunities often emerge.
I’ve also learned that people will always remember how you make them feel. Long after they’ve forgotten which wineries they visited or what vehicle they rode in, they’ll remember how they were treated. That philosophy has shaped every aspect of Uncorked. Genuine hospitality, kindness, and attention to detail aren’t just part of our business model—they’re the foundation of who we are.
Perhaps the most personal lesson has been realizing that I don’t have to do everything alone. As a small business owner, it’s easy to believe you have to wear every hat and solve every problem yourself. Over time, I’ve learned the value of building a strong team, trusting others, asking for help, and surrounding myself with people who share the same passion for creating exceptional experiences.
If there’s one piece of advice I’d share with aspiring entrepreneurs, it’s this: stay true to your values, be willing to evolve, and never lose sight of why you started. Trends, markets, and industries will change, but integrity, hard work, and genuine care for your customers will always stand the test of time.
Contact Info:
- Website: https://www.uncorkedwinetours.net
- Instagram: @uncorkedwinetours
- Facebook: @uncorkedwinetours
- Yelp: https://www.yelp.com/biz/uncorked-wine-tours-paso-robles?osq=Wine+Tours
