Wine sales have been dipping as Gen Z and millennials either quit drinking, cut back on alcohol, or choose options a little less wine-y. Cost and accessibility have both been cited amongst reasons for the decreased interest in wine, with wine sales continuing to decrease in 2024 and 2025.
One area of Wine Country is looking to rebound some of those numbers in 2026 with a campaign aimed at making discovering wine more accessible and affordable: Sonoma Sips. This month-long crusade taking place at more than 50 participating wineries, restaurants, and hotels throughout Sonoma County drops the cost of tasting experiences down to just $15 from February 15th through March 15th.
To participate, simply pick a location from the website and either walk in or call ahead for a reservation (most don’t require one)—and don’t forget to mention Sonoma Sips…