September 16, 2025 (St. Helena, CA) — The Napa Valley Reserve is honored to welcome Max Bernstein as its next Managing Director, marking a new chapter in the continuing evolution of this first private winegrowing club of the 21st century.
Since its founding in 2001, The Napa Valley Reserve has evolved as a private winegrowing club where members and their families learn about wines of substance by crafting and labeling their own blends in collaboration with one of the world’s most respected viticultural teams. Today, the club is a worldwide community of over 800 memberships, united by a shared passion for fine wine and the bounty of nature. Mr. Bernstein assumes leadership at The Napa Valley Reserve as the estate approaches its 25th anniversary, and as a new generation of members continues to join the ranks of existing members, many of whom have transferred their memberships within their families as legacies.
The Napa Valley Reserve is the vision of H. William Harlan, founder and managing partner of Meadowood Napa Valley, home to a wine-country hotel, club, and wine school (now known as The Wine Center). The Napa Valley Reserve was conceived as an extension of the original wine school, enabling Meadowood guests and others to become members and expand their appreciation and knowledge of wine through the immersive experiences of farming, harvesting, winemaking, blending, and bottling their own labels. Over the past two decades, The Napa Valley Reserve has thrived under the leadership of Managing Director Philip Norfleet and his wife, Carol, Director of Memberships. The Norfleets will remain actively involved with the club in their new roles as Directors Emeriti.
“Under the Norfleets, The Napa Valley Reserve has evolved beyond what we had first imagined. With this achievement realized, Carol and Philip have passed the baton to Max Bernstein while remaining close to our shared endeavor,” said Mr. Harlan.
“The Napa Valley Reserve will continue to grow under Max’s direction,” added Mr. Norfleet. “It will continue to be guided by the same principles: excellence, wellness, meaningful relationships, continuous learning, and an abiding appreciation of the beauty of human experience and conviviality.”
Mr. Bernstein brings to his position a rare combination of leadership and communications skills as well as strategic expertise. Prior to his appointment, Max Bernstein served as an Associate Partner at McKinsey & Company, where he led high-stakes initiatives across agriculture, technology, and private-equity sectors. Before consulting, Max Bernstein served as a U.S. Marine Corps infantry officer, leading teams of up to 160 Marines in both combat and peacekeeping missions, demonstrating discipline, resilience, and fostering community. Max Bernstein graduated summa cum laude from The George Washington University with a dual B.A. in Economics and English Literature. Additionally, he holds an MBA from the Kellogg School of Management at Northwestern University with concentrations in Finance and Strategy.
“I step into the role of Managing Director of The Napa Valley Reserve with immense gratitude—to Philip and Carol for their leadership over more than 20 years, to the Harlan family for their faith in me, and to the team that brings The Napa Valley Reserve to life every day,” said Mr. Bernstein, who approaches the task ahead of him with reverence for tradition and enthusiasm for embracing innovation. “Together this group transformed this land into a stunning estate, cultivated world- class wine, and forged a community of passionate members. I am privileged to build upon that foundation with them.”
About The Napa Valley Reserve
Founded in 2001 by H. William Harlan, The Napa Valley Reserve is a private winegrowing club in St. Helena, California. The wine is produced by and for the members under the guidance of Director of Winegrowing Bob Levy (who has worked with the Harlan family since the early 1980s) and his viticultural team, which includes Winemaker Marco Gressi, Assistant Winemaker Will Scarlett, and Director of Vineyard Operations Mark Griffin.
The Napa Valley Reserve’s membership represents some of the most accomplished people from across the world and a diverse variety of professional backgrounds. Members may be as interactive and hands-on as they wish during the winemaking process and have access throughout the year to The Napa Valley Reserve’s team of expert winemakers. Members custom blend, design, and label wines of their own making, which may be shared, gifted, or poured to entertain. Additionally, The Napa Valley Reserve hosts a regular curriculum of wine-related programs and events in the Napa Valley and beyond. Members and their guests also have use of the facilities for their own private events.
