Wine Tasting Fees Suck

  If you've been anywhere around Napa, Sonoma, or probably a lot of other wine regions, you've seen the inflation in wine tasting fees.

  Sonoma County had a 44% increase post-pandemic. Per the 2022 Sonoma Wine Tasting Report, the average is now $37 with about a third of wineries in the semi-reasonable $25-30 range. Doesn't seem that long ago where $10-15 was the norm. In their defense, most tastings went from walking in and finding a spot to stand at the bar to reserved seated tastings. So some increase was warranted.

Yes, apparently there is still a free option at Sutter Home!

  For Napa, WineCountryGetaways.com says the average was $18.50 in 2014 with a jump to $30.50 in 2019. Now you'll find plenty of $50 to $65 tastings, with a few hitting $100 or more. A few examples of basic tastings:

• Beaulieu Vineyards $55   
• Beringer Vineyards $45  
• Heitz Cellar $125 
• Louis Martini Winery $55   
• Robert Mondavi Winery $65

  They all offer "elevated" tastings for more money. All in this list, except Mondavi, charge their wine club members a reduced fee--no such thing as free wine anymore.  It seems that a $30 or $40 fee is considered low now.

  Yes, these fees suck, but apparently visitors are willing to pay. People want to get out of the house at any cost. Or do they? There is conflicting "data." Traffic in and out of Napa and Sonoma seems really high. Yet, the SF Chronicle is reporting that tourism is way down, probably because of high costs. The Chronicle claims there are high lodging vacancy rates. The price of a room has definitely gone up post-pandemic. This article is behind a paywall, but has been picked up on other sites. It'll be interesting to see revenue numbers at the end of the year. That's what matters for the wineries. 

  It would be nice if some sanity returns.