Who We Are
Best served with a story
The best drinks are served with a story as distinctive as your own. For nearly 20 years, Vine Lore has represented wineries, distilleries, and breweries with independent spirits and unique points of view. We are a locally owned alcoholic beverage brokerage and distributor of complex and compelling low- and non-alcoholic beverages, made up of knowledgeable educators and passionate advocates for food and wine culture in the Mountain West.
At Vine Lore, we believe that wine isn’t just for fancy people and should never be boring. That spirits are only as interesting as the makers who craft them. And that a great drink, alcoholic or not, should be complex, not complicated. Our team curates a diverse and delicious portfolio of independent labels with stories worth sharing. When you choose a Vine Lore bottle at a state liquor store, a local retailer, a local restaurant, or a private event, you know you’re drinking something special.
The Team
Vine Lore is a locally owned fine wine, craft spirits brokerage, and non-alcoholic beverage distributor made up of passionate advocates and knowledgeable educators, all dedicated to bringing Utah the best beverage experiences. Leading the team is Tracey Thompson, President & CEO, who has spent two decades navigating the complexities of Utah’s wine and spirits industry.
Tracey’s passion for curating a portfolio of family-owned wineries, craft distilleries, and thoughtfully selected low- and non-alcoholic beverages—each with a sense of place and a story to tell—drives everything we do. Her commitment to building a team rooted in passion and integrity has established Vine Lore as Utah’s leading authority on distinctive and memorable beverages.