The latest Direct to Consumer Wine Report shows the average price of a bottle of wine from Napa Valley jumped $17 last year, and at the same time tasting fees increased 35%.
According to the report, the average bottle of wine from Napa costs over $108, which is considerably more than Sonoma County, which saw an average of $57 per bottle. Over 71% of the West Coast wineries surveyed said they planned to raise bottle prices again this year.
These numbers come from the 2023 Direct to Consumer Wine Report, which was previously conducted by the Silicon Valley Bank wine division.
While visitors to Napa Valley are still lower than they were pre-pandemic, the price of a tasting at a Napa vineyard is significantly higher than in the country’s other wine regions. A standard tasting at a Napa winery now goes for $81, $22 more than it did in 2021. A reserve tasting averages $128.
Compare those numbers with $38 for a tasting in Sonoma and $28 in Paso Robles. And to put that in perspective, tasting fees didn’t even exist until the middle- to late-1990s. They hovered around $10 for several years, but as more and more people began going to wineries, those prices began to climb. As recently as 2012, the price of a tasting in Napa was $22.
Wine, overall, is in a bit of a slump. The industry is in its second consecutive year of negative growth, and the SVB report says, “Swift action is required to turn the tide.” The audience is also getting older. While consumers over the age of 60 have continued to grow, people under that age are less interested in buying wine today, this report found.