' vinSUITE - Blog - How California Wineries Can Unlock New Vineyard Experiences in 2026
Blog Categories
How California Wineries Can Unlock New Vineyard Experiences in 2026
12/04/2025


California just opened the door to one of the biggest opportunities wineries have seen in years. In October 2025, Governor Gavin Newsom signed AB 720 into law, creating a new Estate Tasting Event Permit that lets winegrowers host tastings and events at certain estate properties that were previously off-limits for alcohol service.

For many small and mid-sized producers, this means one thing: you can finally bring customers into the vineyard to experience the story behind the wine—right where it’s grown.

This guide breaks down what AB 720 actually changes and how Vinsuite can help you turn estate-based experiences into revenue-driving, brand-building events in 2026 and beyond.

🍇 Key Takeaways

  • New Estate Tasting Event Permit (“Type 93”) lets you host tastings on certain estate vineyards and non-adjacent parcels.
  • You can receive up to 36 estate tasting event authorizations per calendar year starting in 2026.

📌 Key Numbers at a Glance

  • 1 new Estate Tasting Event Permit created under AB 720.
  • 36 estate tasting event authorizations available per winery per calendar year.
  • 2026 is the first year ABC will accept Type 93 applications.

What AB 720 Allows


AB 720 creates a new Estate Tasting Event Permit that allows licensed winegrowers to apply to the California Department of Alcoholic Beverage Control (ABC) to host tasting events outside of their bonded premises, including:

  • Estate vineyards that aren’t currently licensed for alcohol sales
  • Non-adjacent vineyard parcels you own or control
  • Qualifying property adjacent to your licensed premises that you own or control, such as agricultural or open land used for events (subject to local land-use approvals)

You can read more about the Estate Tasting Event Permit (Type 93) on ABC’s website here.

Key guardrails include:

  • You must obtain an event authorization from ABC for each estate tasting event.
  • Each winegrower licensee may receive up to 36 estate tasting event authorizations per calendar year.
  • ABC will begin accepting Type 93 permit applications on January 1, 2026.

💡 What This Means for Wineries

  • Wineries without a traditional tasting room now have a legal path to host on-site tastings.
  • You can design higher-value, vineyard-first experiences that justify premium pricing.
  • Estate events become a structured, trackable part of your DTC and club acquisition strategy.

Why This Matters for Direct-to-Consumer (DTC) Growth

1. You can create “vineyard-first” experiences

Consumers crave authenticity. When guests taste among the vines, they connect your wines to place—soil, climate, farming decisions—which deepens emotional connection and drives post-visit sales and club sign-ups.

2. No tasting room? No problem.

Smaller wineries and growers who’ve avoided the cost and complexity of a full tasting room can now legally host curated, reservation-based tastings in the vineyard under the Estate Tasting Event Permit.

3. Higher-value events = higher-value customers

Estate dinners, vineyard tours, educational walks, and curated tastings are inherently premium experiences. Guests who attend are more likely to:

  • Join your wine club
  • Trade up to higher-priced tiers
  • Purchase larger allocations and re-order online

4. It enhances your ability to compete

DTC is more competitive than ever. Wineries that embrace on-site experiential events will stand out, especially if they offer:

  • Thoughtful programming (seasonal series, themed tastings, immersive tours)
  • Personalized follow-up and offers
  • Member-exclusive experiences that feel truly special

🛠️ How Vinsuite Makes AB 720 Events Easier to Manage


Vinsuite is designed to support event-driven DTC sales and works alongside reservation partners like CellarPass. Together, they help you keep your guest, order, and event data connected.

Event visibility & scheduling

  • Create and feature vineyard event listings (e.g., “Harvest Walk & Tasting,” “Spring Bloom Vineyard Tour”) on your site.
  • Highlight dates, pricing, and availability, and link to CellarPass (or your preferred reservation platform) for booking and ticketing.
  • Align your event calendar with club releases and seasonal campaigns.

Guest management & CRM tracking

  • Track visitors and link them to orders, club memberships, and preferences in Vinsuite.
  • Segment guests (members vs. prospects, locals vs. tourists, high-value buyers).
  • Use email campaigns and automations to follow up before and after events.

Compliance workflows

  • Stay organized with internal reminders around permit limits and event counts.
  • Capture key event details so you can complete ABC authorizations accurately.
  • Keep event-related records with your customer and order data for easier reporting.

Post-event selling

  • Send targeted thank-you emails with re-order links for wines poured at the event.
  • Invite attendees to join your club or allocation list while the experience is still fresh.
  • Use reporting to see which events drive the most revenue and repeat purchases.

🌿 Pro Tips: Maximizing Your 36 Annual Estate Events


Think of your 36 annual event authorizations as a finite, high-impact resource. Design them intentionally:

  • Host seasonal series
    Spring: Budbreak walks + rosé release
    Summer: Golden-hour “Summer Nights in the Vineyard”
    Harvest: “Crush Camps,” walkthroughs of picks and fermentations
  • Create member-exclusive vineyard nights
    Small-group vineyard tastings, library or barrel samples only available on-site, and “bring-a-friend” nights to drive new club sign-ups.
  • Partner with local chefs & artisans
    Wine-paired dinners between the rows; collaborations with local cheesemakers, bakers, or chocolatiers for elevated tasting flights.
  • Make guest data capture effortless
    Use QR codes at check-in for waivers, digital menus, and email opt-ins, and encourage guests to join your list or club on the spot via mobile-friendly forms linked to Vinsuite.
  • Offer limited-release, “vineyard-only” wines
    Create SKUs available exclusively at estate events and promote scarcity and storytelling: “Only available where it’s grown.”

✅ Next Steps for Your Winery

  • Confirm your eligibility and any local zoning or land-use requirements.
  • Outline 3–5 vineyard event concepts you can start hosting in 2026.
  • Set up event booking through CellarPass (or your reservation partner) and connect it to guest tracking and follow-up workflows in Vinsuite.

Conclusion


AB 720 isn’t just a regulatory update—it’s an opportunity to rethink how you connect with customers. From immersive vineyard experiences to more flexible, event-driven DTC strategies, the wineries that act first will gain the biggest advantage.

Vinsuite is here to help you plan, manage, and measure the DTC side of every estate event you host in 2026, from first visit to repeat order.

Note: This article is for informational purposes only and is not legal advice. Be sure to consult your compliance team, legal counsel, and ABC guidance before planning events under AB 720.
 
Post By:   vinSUITE
 
 
 
 
 
Return To Page Top