IN CONVERSATION WITH CHRIS CREE

Where Passion Meets Precision

What first inspired you to get into the world of wine?

It really started in the kitchen with my mom when I was a kid. I always loved to cook and loved food. We’d watch Julia Child, go out to restaurants, then come home and try to recreate what we had. My mom later remarried an airline pilot, so we started experiencing food and wine from all over the world—France, Italy, Germany. It became a hobby at first, just reading about wine, cooking, and having fun with it.

Then in high school, I got a job at a liquor store. I started asking a lot of questions—why don’t we carry this wine, why don’t we try that—and eventually they gave me a budget to buy and sell what I wanted. I started doing tastings, writing a newsletter, and it just grew from there. That really set everything in motion and ultimately led me to pursue the Master of Wine.

How did that path lead to becoming a Master of Wine?

I got hired by an importer pretty young, around 23, and then started my own import company not long after. Eventually I moved back into retail and opened a wine shop. Around that time, the Master of Wine program became international. I figured if I was going to do this, I might as well aim for the highest level. I entered in 1993 and passed in 1996. At the time, I was the 13th American to pass—and I’m still the only one in New Jersey.

Cree Wine Company feels both refined and approachable. How did you envision the experience?

A lot of it comes from traveling—sharing meals with winemakers, being in their homes or restaurants. The goal was to make wine accessible and remove the intimidation that sometimes surrounds it. We wanted people to feel comfortable exploring and learning. Originally, the concept was more like a winery visit—tastings, small plates, wines from all over the world. But as we opened and evolved, people wanted more of a full experience. So we leaned into that. Today, it’s still rooted in tasting and discovery, but with a much more developed food program and full restaurant experience.

Why focus on small, family-owned producers?

There are really two worlds of wine—mass-produced and artisanal. Small producers are focused on expressing where the wine comes from—the soil, the climate, the traditions. That connection to place, or terroir, is what makes wine interesting. Those wines tend to be more expressive, often more sustainable, and less manipulated. It’s really about purity—grapes, sun, soil, and a little bit of winemaking coming together to create something unique.

How do you want guests to feel when they walk in?

Comfortable. Relaxed. Curious.

We never want people to feel intimidated. We have a lot of wines by the glass and by the flight, and we train our staff so they can guide guests without overwhelming them. At the end of the day, we want people to enjoy great food, great wine, and leave having had a great experience—whether or not they take a bottle home.

How do you make wine education feel more approachable?

Listening is the biggest part of it. Instead of telling people what they should drink, we try to understand what they like and guide them from there. The great thing about this setting is that people can taste. They can try a flight, experiment, and discover what they enjoy. And honestly, most people don’t care about the grape or the region as much as they care about whether they like it.

What still excites you about wine today?

There’s always more to learn. Wine is constantly evolving—new producers, new discoveries, new ways to think about it. This project has been the most fun I’ve had in business. Creating experiences—whether it’s a dinner, a tasting, or a class—and giving people a better way to discover and buy wine… that’s what keeps it exciting.

What does a perfect day off look like?

Something outdoors—sailing in the summer, skiing in the winter.

And always ending with a great meal and a great bottle of wine. Ideally with family—that’s the most important part.