Carrie Higgins: Oral History Interview

This interview is with Carrie Higgins of Press Printing & Packaging. In this interview, Carrie discusses her part within the wine industry and starting her own company.

Carrie talks about looking for a relationship-based career right out of college. In 1993, Carrie started as a sales rep for a wine labeling company after finding the role in a newspaper. After building relationships within the wine industry, Carrie knew she found her people. At the time, she was working with the pioneers of the industry and making connections with the future generations of the Oregon wine industry. Becoming enamored with the wine industry, Carrie helped build a printing company’s successful labeling division until she starting her own company in 2020.

Carrie discusses what drove her to start her own company. Although at a successful company, Carrie felt limited in what she could offer to her partners. She created Press to help out the little guys. She found ways to save costs on printing and was able to give specialized services to individual wine brands. Unique to Press, Carrie works with about seven different print partners to give each client exactly what they need at a fair price. Carrie’s biggest success story is A to Z. Carrie has been with A to Z since the beginning and has helped grow the brand into what it is today through labeling.

Later in the interview, Carrie talks about her perspective on the current climate of the industry. While she predicts consolidation and closure of wineries, she is optimistic about the future. Carrie believes people are not going to stop drinking wine and the industry isn’t going anywhere. Although the industry is not experiencing the huge growth of previous years, the exponential growth was not sustainable. While the industry is looking for every way to save money during this time, Carrie predicts Oregon wine will come out on the other side.

This interview was conducted by Rich Schmidt at Carrie’s mobile office in West Linn on August 17, 2026.