The San Francisco Chronicle reports that roughly 30% of wineries in both Napa and Sonoma lowered tasting fees in 2025, responding to weaker wine tourism and criticism that visitor costs had become too high. The wider Silicon Valley Bank report found 16% of US wineries reduced fees, but early results are mixed, with only a quarter of those cutting prices reporting improved visitation.
Tourism
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Cold Climate Viticulture Puts New Northern Wine Regions on the Map
Euronews reports that colder climate viticulture is accelerating across northern Europe, driven by hardier hybrid grapes and climate related shifts in growing conditions, and it argues this is reshaping wine tourism beyond the usual sun soaked regions. It highlights Estonia’s Muhu Winehouse as an example of new northern vineyards inviting visitors for tastings, pairings and workshops, and it also points to changing expectations among local sommeliers as quality and ambition improve.