2022 Sonoma Wine Tasting Report

Since the lifting of the stay-at-home order in California, the average price of wine tasting in Sonoma County has increased by 44% compared to average prices before the lockdown, according to the 2022 Wine Tasting Report of Sonoma.

The average price for an entry-level wine tasting in Sonoma was $25.75 before the lockdown on March 19, 2020. But since the lockdown was lifted on June 15, 2021, the average price for a wine tasting entry-level in Sonoma County went to $37.

Wine tasting prices rose the most in Healdsburg (+74%), followed by Santa Rosa (+70%), Sonoma City (+33%), Glen Ellen (+14%) and Sebastopol (+20%). Geyserville prices are down (-12%). Average (average) prices segmented by each market, as well as individual Sonoma wine tasting room profiles, are included in the full report.

Before the lockdown, the average price for a wine tasting in Sonoma County ranged from $5 to $125, with the majority of wineries (44%) charging $15 to $20. Since the end of the lockdown, the average price for a wine tasting in Sonoma County now ranges from $5 to $175, with the majority of wineries (32%) charging between $25 and $30.

85% of bookings from Sonoma Wineries only

To meet social distancing mandates and manage staffing needs versus visitor demand, the vast majority of wine tasting rooms in Sonoma are now reservation only.

The largest share of Sonoma County wine tasting rooms that still welcome walk-ins after the lockdown are in Glen Ellen, with 7 of 17 tasting rooms (44%) welcoming walk-in guests, and in the city of Sonoma, with 11 of 37 (30%) accepting walk-in visits.

Excerpt from the 2022 Sonoma Wine Tasting Report.

Only 1 of the 20 (5%) Geyserville wine tasting rooms we surveyed are currently accepting walk-in customers and only 11 of the 96 (11%) sampled Healdsburg wine tasting rooms are accepting walk-in customers. And only 6 of the 53 wine tasting rooms in Sevastopol (11%) accept visits without an appointment. Only 4 of Santa Rosa’s 24 wine tasting rooms (17%) welcome walk-in customers. More statistics on reserved-only Sonoma wine tasting rooms are available in the full report.

Quick Stats

Post-lockdown Sonoma wine tasting prices

  • Average Sonoma wine tasting room price was $25.75 before lockdown
  • 44% of Sonoma wine tasting rooms charged $15-20 before lockdown
Excerpt from the 2022 Sonoma Wine Tasting Report.

Price of Sonoma wine tasting before lockdown

  • Average Sonoma wine tasting room price is $37 post-lockdown
  • 32% of Sonoma wine tasting rooms charge $25-30 after lockdown
Excerpt from the 2022 Sonoma Wine Tasting Report.

To preserve public health and offset the risk of overburdening hospitals due to the pandemic, on March 19, 2020, California Governor Gavin Newsom imposed a stay-at-home order that lasted 453 days and became known as the name “confinement”. .” During this period, travel and tourism spending in California fell 53%, from $144.8 billion in 2019 to $68.4 billion in 2020, according to Visit California, a nonprofit organization. charity that promotes tourism in the Golden State. The confinement mandate was lifted on June 15, 2021.

For Sonoma’s small wineries — many of which have no retail distribution and rely on their wine tasting rooms to acquire wine club members — the lockdown was an existential crisis. To stay afloat, many Sonoma wineries were forced to turn to e-commerce, and Zoom enabled virtual wine tastings overnight.

Price sustainability

Inflation in the wine sector has a durability unique to the hospitality sector. Unlike a restaurant, which can adjust prices in real time, winemaking costs are anticipated years in advance. Due to the aging process, the wines produced this year will not be sold for years. So regardless of what happens with prices in the future, current labor and transportation costs will carry over into the cost of goods sold.

For a copy of the full study, which includes market profiles for 6 Sonoma cities, 3 Sonoma wineries, and methodology, download the 2022 Sonoma Wine Tasting Report using the form below.


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