Tasting Fees: Many Wineries Are Getting It

Tasting room fees have doubled since 2012. Tasting room traffic is way down. Coincidence?

 

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Outside the more expensive areas of Napa, Sonoma, and Paso Robles, the rest of California actually saw an increase in foot traffic from 2025 over 2024. Napa was down the most. From Wine Business Monthly.

Many wineries are dropping tasting fees. In Napa/Sonoma, the most expensive region, 30% have lowered the fees in the past year. Nationally the average tasting fee price is showing little change. From Silicon Valley Bank's 2026 Direct-To-Consumer report.

In Sonoma County a number of wineries are offering free tasting on some weekdays; info at WineRoad.com. A local wine club I belong to has a rotating deal with other wineries. They offer their club membership to you meaning you get free tastings and wine discounts while visiting.

Silver Oak Winery has a $25 walk up fee to taste. It's for the current release of the Alexander Valley and Napa Valley cabs, so two wines. My wife and I visited the Sonoma County location on a weekday when there's a Locals Only special 2-for-1 tasting. We tasted several other wines because the host was probably a bit bored and wanted someone to talk to. :) Other wineries have gone to offering a less expensive basic tasting along with their fancy reserve tastings.

More wineries are returning to the good ol' days when if you bought wine your tasting fee was waived. From my experience they don't always mention it up front so ask about it when you book, when you arrive, or (best) when you start talking about purchasing.

Getting good deals can be much easier if you visit on a Tuesday in January rather than a Saturday in July. That is, going when foot traffic is the slowest. 

FYI, California now requires full-disclosure of the total cost including any fees and taxes.