Turnbull Wine Cellars hosted a $150 lobster picnic for 45 guests at its Fortuna vineyard in Oakville, Calif., part of a broader shift as U.S. wine sales fall from $94.4 billion in 2020 to $74.3 billion last year. The downturn hits California, home to 80 % of domestic wine, prompting closures at Gallo and Jackson Family Wines and dwindling tasting‑room traffic. To survive, wineries now offer herb‑garden tours, tea tastings, cooking classes, trivia, bingo, jewelry trunk shows, and mocktails.

Silicon Valley Bank’s analyst Rob McMillan says the industry may have passed the worst, noting that small wineries rely on after‑hours events while larger ones host upscale food‑and‑wine pairings and corporate catering. A new California law permits limited vineyard events away from tasting rooms, giving firms like Turnbull creative ways to engage customers. Meanwhile, destinations such as Justin Vineyard Estate & Winery in Paso Robles add culinary experiences—chocolate truffle‑making classes and blind tastings—to draw visitors far from urban centers.