How much does wine tasting cost?

Wine tasting is a great way to open your taste buds to new and exciting experiences. So, number one question – how much does wine tasting cost? Short answer – free to $75 and more per tasting (FYI, that $75 number is pretty standard for a higher end, Napa wine tasting)! Have no fear, we’ll also cover some tips to stretch your wine budget – we love saving money on tastings so we can purchase more of the wine we love!

A little background on wine tasting evolution

Back in the day, most wineries used the well-known marketing technique of using free samples as a way to generate sales, both at the winery and at retail establishments and restaurants. Wine tasting was both an opportunity for the winery to generate a sale, and, an opportunity to develop brand loyalty on the retail side. Back in the day, the how much does wine tasting cost would be, nothing, or minimal!

Well, that ship sailed long ago…Wine began to edge into the US beer and spirits culture, and, word began to spread about a great (and cheap) past-time – wine touring. Besides throngs of urbanites venturing out into the scenic wine countries, clogging narrow two lane country roads, busloads of thirsty wine tourists started showing up, often, just for a good time.

Two realizations shifted the strategies for wineries’ marketing departments – these new throngs were often not really interested in purchases, and two, hey, there are throngs of people enjoying the wine tasting experience. So, wine tasting fees started to become the norm, as a disincentive to people not truly interested in purchasing wine or learning about the brand, and, as an additional (and often times huge) revenue stream for wineries.

How much does wine tasting cost?

In our experience, it is totally arbitrary, AND, it certainly doesn’t always reflect the quality of the product. For instance, Heitz Cellars in Napa is  one of the oldest and most iconic names in wines, (especially big, deep reds), and as of this writing is complimentary! Yes, free Napa wine tasting, when so many of their neighbors are at $45, $75, even more for a tasting flight!

The wine region’s popularity is a big factor in marketing departments’ considerations (i.e. – how much will the market bear?) No surprise, on the west coast, the Napa wine region commands the highest prices. For other California and West Coast regions (Oregon and Washington have outstanding wine experiences, too!), planning on $10 to $25 should put you in the ball park for most wineries.

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A couple tips for a more budget-friendly wine tasting experience

• Before you go, check websites for wine tasting fees. They are not always listed, and if not, we always call and ask so that we’re not surprised.
• Check out wine passport opportunities. We use the search term “(the region you’re visiting) wine tasting discounts,” and can usually identify what’s available. (New to wine passes? You might want to read our posts, What’s a Wine Passport? and Confused About Wine Passports?)

For us, wine tasting is one of the most rewarding and enjoyable ways to find new wines you love and support local economies.  These businesses appreciate the opportunity to earn you as a customer – we like to “taste smart” and get a wine passport so we have more money for purchasing!