As our Brand Ambassador, Carson O’Connor passionately represents our three brands—Booker, My Favorite Neighbor and Harvey & Harriet—to the trade and consumer worlds. His holistic 360-degree activities touch on wholesaler relations, sales education, special events, curated member gatherings and more, all helping bring the story of our wines to life.

Carson was born for this role, as he has been intertwined with the wine and spirits industry since childhood. He grew up in San Luis Obispo County’s Edna Valley AVA surrounded by vines. His elementary school was located mere feet from a vineyard, which helped spark his passion for wine from a young age.

From the age of 18, Carson was immersed in his family’s business—a cornerstone bar establishment that has been in his family since 1933. He initially assisted his father with accounting, day-to-day business operations and alcohol procurement. He later began bartending when he turned 21, and this hands-on experience solidified his passion for wine, beer and spirits.

In 2021, while pursuing his degree at California Polytechnic State University San Luis Obispo, Carson deepened his connection to the world of wine when he began working at Booker Vineyard. Here, he embraced the opportunity to work in the vineyards and the tasting room to expand his knowledge of wine and winemaking. He also received his WSET Level III Certification in Wine in January 2025.

In 2023, Carson was promoted to Brand Ambassador on the strength of his organizational and interpersonal skills, as well as his storytelling abilities. “I enjoy sharing my deep love for the Booker Estate and the fruit that it bears with everyone I meet,” he says. “This is definitely a dream role for me.”