There’s great news for wine connoisseurs. Some of Napa’s famous wineries are finally consolidating their services. Home to world-famous restaurant French Laundry and epicenter of one of the nation’s most productive viticultural areas, the town of Yountville has announced a new tasting room Passport Program. For $59, registrants gain access to six top wineries and receive a complimentary tasting at each. Including such renowned purveyors as Jessup Cellars, Priest Ranch, Cornerstone Cellars, and Hestan Vineyards, the pass represents a combination of exquisite quality and excellent value—and the price tag will save buyers roughly 55% off regular tasting room prices. In an even steeper discount, those who buy before August 1 will receive $10 off the total price of their Passport.
The Passport Program represents a new direction into the rapidly growing online marketplace. Joel Quigley, Vice President of Marketing Communications at Jessup Cellars, had this to say: “Visitors can access the passport system via smart phones, tablets or desktop.” As a tasting gallery, the online and smartphone check-in and backend management opens up a new channel for reaching new consumers without overburdening staff like other paper-based passport programs.” Not only is staff off the hook, but consumers are as well. Participating in the program is as effortless as it is inexpensive—prospective buyers need only visit a participating winery’s website to book.
Ultimately, though, the pass’s transparency and ease of use are secondary concerns. “The Yountville Passport Program enables wineries to make personal connections with wine-lovers who may not otherwise find their way to the tasting room,” said Cindy Saucerman, President and CEO of the Yountville Chamber of Commerce.