Inside The Set

The principles of wine and music intertwine at The Set, the Sta. Rita Hills winery founded by brothers Billy and Christopher Hines.

By Nathalie Tovar

Tucked within Santa Barbara’s intimate wine country, the Sta. Rita Hills region is known for producing remarkable vintages, yet it is the people behind the vineyards that bring their story to life. Among these stands The Set, owned by brothers Billy and Christopher Hines, who have built their winery around a philosophy of authenticity, connection, and creativity. When I visit one sunny afternoon, Christopher offers a look into the start and future of his and his brother’s business, sharing the story, vision, and artistry behind their winery.  

After moving from New Orleans to California following Hurricane Katrina in 2006, the brothers were inspired by their father, a passionate student of Burgundy wine, to pursue winemaking. Their vineyard was a labor of love. Rather than inheriting vines, the brothers transformed 200 acres into a thriving home to rows of Pinot Noir, Chardonnay, Syrah, Gamay, and Viognier. “That ground‑up approach lets us be incredibly intentional,” says Christopher. “Down to vine spacing, row spacing, how the rows run down the hills, and how the sun hits in the morning versus the afternoon, the layout was very deliberate.”

The choice to settle in the region was no coincidence. For the brothers, the landscape of Santa Barbara and the Santa Ynez Valley not only informed their approach to winemaking, but their decision to get into the wine business all together. “Realizing that you could grow compelling cool‑climate varietals in Santa Barbara, even though it’s so much farther south than Burgundy, was a huge revelation,” Christopher notes, adding, “That’s what really kicked all of this off. For me, Santa Barbara brought me to wine rather than the other way around.”

Under the guidance of Sashi Moorman, a fellow winemaker in the region, Billy and Christopher were able to lay the foundation of The Set’s viticulture program, and from there, define a vision for the brand. Coming from New Orleans, the brothers wanted to imbue a deep sense of hospitality, warmth, and shared enjoyment in the winery. Their goal is to create not just a good wine, but a comfortable and inviting experience, one that lingers long after a glass is empty. 

Billy and Christopher Hines

“I hope people walk away with a desire to come back—or to open another bottle. Whether it’s the experience at the vineyard or just the wine itself, I want it to feel welcoming and like there’s more to discover. Nobody needs wine to survive, it’s something you open for pleasure, to share a moment, to sit with your family or friends and take that time together,” Christopher says. For the two, family and community are at the heart of what they do, so it's no surprise that this philosophy is the core of The Set.

Music has become another defining characteristic of the winery. Inside Christopher’s studio office, instruments and artwork fill the room, offering a glimpse into the creative background intertwined with the brand. From the thoughtfully crafted wine labels inspired by sound waves of various instruments to the name of the company itself paying homage to drum sets and set lists, The Set's understanding of structure, balance, and texture in wine comes directly from creative ties. Like balancing various tones and rhythms in a song, crafting a bottle of wine demands harmony in acidity, fruit profiles, and tannins to create a multi-dimensional experience. “At its highest form, winemaking is an art as much as a science,” says Christopher. “That balance of texture and tone is just as relevant in wine as it is in music or film.”

Among their collection, each of the brothers has wines that they are particularly proud of. For Christopher, PTG is his North Star, a versatile Pinot Noir and Gamay blend that pairs effortlessly with a wide range of flavors, from bold, complex dishes to spicy cuisine, and everything in between. As for Billy, he gravitates toward their Chardonnay, a balance of green apple, citrus oil, and white flower notes with just the right acidity. Both wines translate the elegance of old-world wines into a unique Californian expression that resonates with today’s wine enthusiasts.

Christopher is eager to share The Set's plans for the months ahead: an immersive, in-person experience at the vineyard. “The goal is to start opening the vineyard by appointment, and eventually turn it into more of a ‘come one, come all’ experience,” he says, excited to share this special corner of the country with a wider group of people.