Story perspectives
Napa Wineries Embrace Families to Boost Visitor Numbers
4/16/2026
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Story summary
- Napa Valley wineries are targeting families with children to address declines in visitors.
- Over 90 wineries now allow children in tasting areas.
- Grgich Hills Estate reports that families now represent over 20% of its visitors.
- Bouchaine Winery and Charles Krug Winery are expanding family-friendly experiences with picnic areas and casual settings.
- National data show fewer younger adults drink, dropping from 62% in 2023 to 54% in 2025, affecting tasting-room models.
