Napa Valley wineries are feeling the pressure from northern counties, as tasting rooms in Sonoma County are attracting more visitors these days, helping to keep sommeliers busy.
The recent 2026 tasting room survey indicates that California wineries faced a smaller decline in visitor numbers than in previous years.
While the overall wine industry still faces challenges, recent data suggests that the situation in Sonoma isn’t quite as dire as a year ago.
This report looked at visitation patterns for over 11,000 wineries, revealing foot traffic decreased for both Sonoma County and Napa Valley last year.
However, things were a bit better in Sonoma. Napa experienced an 18% drop in visitors year-over-year in 2025, while Sonoma’s decline was only 8%.
Wineries like Cadiz Winery report somewhat improved conditions in their Sonoma Plaza tasting room compared to prior years.
Co-owner Chris Sorensen noted that their business has fluctuated significantly since opening in 2020, just before the pandemic, yet the downturn isn’t as severe anymore.
He mentioned, “I’ve invested a lot into building customer relationships, and it’s really paid off for us.”
Yet, he finds it increasingly challenging to predict when crowds will show up, as it’s turning out to be quite unpredictable.
The industry continues to face the issue of declining alcohol consumption, with only 54% of American adults admitting to drinking, according to a Gallup poll from August 2025.
Kim Steer Wallace, president and a second-generation owner of Dry Creek Vineyards—a winery in the area—mentioned she’s exploring innovative ways to draw people in.
“Consumers are becoming more discerning, but they’re still willing to spend on quality wine and unique experiences,” she pointed out.
“We’re noticing strong interest in our limited releases, which encourages customers to return and try something fresh.”
On the flip side, Napa’s situation looks bleaker, as visitor numbers have dropped from a 3% increase recorded in 2024.
Despite these challenges, Mike Desilets, operations manager at Titus Vineyards, stated that business remains stable.
“While tasting room traffic is relatively flat, those who do come tend to spend more,” he explained. “We’re even trying out a single-day wine club benefit with our partner wineries.”
As for the differences in visitor numbers between the counties, one reason might be the cost associated with wine tasting.
In Sonoma County, the average cost for a wine tasting flight stands at $40 per person, whereas premium experiences can jump to $90—a 44% rise compared to 2024.
In Napa Valley, however, people can expect to pay around $75 for a tasting flight, up 15% from last year, with special experiences sometimes reaching up to $150 each.
Compounding these issues, California wineries also contend with a higher cost of living, needing to offer competitive salaries for tasting room staff.
The median hourly wage for employees in Napa is projected to be $26 in 2025, surpassing the national average of $20.
Further comments from wineries in Sonoma and Napa Valley are awaited.
