Wineries pouring it on to lure upscale clients

Wineries pouring it on to lure upscale clients
Stacy Finz, Chronicle Staff Writer

Welcome to the Napa Valley. Not you, Bubba.

Long a destination for visitors wanting to picnic in California's idyllic Wine Country and then cap the day off with a little winery hopping, the bucolic region of rolling vineyards, romantic estates and boutique wineries saw 4 million tourists in 2005.

But today, many vintners are making it clear: There is no more room at the inn for the Bermuda shorts crowd, who drive from tasting room to tasting room with Aunt Betty and belly up to the bar for another swig of Sauvignon Blanc. Now, some wineries charge as much as $25 for tastings, offer pricey VIP packages and, in many cases, require appointments and credit card numbers for visits. No-shows get charged if they fail to cancel 48 hours in advance.

Valet parking, intimate tours, wine tasting with famous cheesemongers and elaborately set tables can all be part of the experience -- for a price.

"There was a time that the tastings were free because wineries were just so glad that people were taking an interest," said Larry Stone, the general manager of Rubicon Estate in Rutherford, a winery known for its Cabernet Sauvignon-dominant wine. "Then wine got very popular. Now, we're trying to be creative about how to attract the real wine enthusiasts and not the partygoers."

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