Monterey County Sees Rapid Growth and Motivation to Visit Wine Tasting Rooms

Monterey Wine Country has experienced an enormous 40% increase in tasting rooms open to the public over the last year.  This growth has also contributed to an increase in tasting room guests in Monterey Wine Country, as well as wine tasting being an increasing motivation for travelers to visit the region.

The Monterey County Convention and Visitor’s Bureau Visitation Study, conducted in 2011, noted that 21% of visitors participate in wine tasting while in Monterey.  The increase in motivation to come to Monterey for a wine country experience is up 50%, while those who participated in a wine country experience once in Monterey rose by 40% over the same study conducted in 2009.

Guests to the area certainly have more knowledge and access to the tasting rooms through several new navigational tools that have been developed by the Monterey County Vintners & Growers Association.  These include a mobile phone application, wine trail signage, online maps & guides, and artistic murals that depict that viticulture region and are located at key access points along the well traveled HWY 101.

“For winegrowers and winemakers, Monterey is a hotbed of new activity,” said Rhonda Motil, Executive Director of the Monterey County Vintners & Growers Association.  “While many of them have been singing the praises of this region’s unique terroir for decades, others are witnessing it for the first time and pleased to discover the quality and growth of the region!”

Carmel by the Sea has experienced the strongest growth in tasting rooms over the last year with the addition of Figge Cellars, Caraccioli Cellars, Coastview Vineyards, while Scheid Vineyards and Wrath Wines have added additional tasting rooms in the picturesque village. In neighboring Carmel Valley, Holman Ranch, Silvestri Vineyards, Dawn’s Dream and Chock Rock Vineyard have joined the scores of others who call the Carmel Valley their home. Additionally, McIntyre Vineyards has opened a tasting studio at the Hyatt in Monterey, Marin’s Vineyard opened their tasting room in Lockwood, and Talbott Vineyard’s second location on River Road has added another exciting option along the River Road Wine Trail.

For more information on MCVGA member tasting rooms, please visit <>  or download the free Monterey Wine Country app from iTunes, where users can search vineyards and tasting rooms based on preferences including region, varietals available for tasting and purchase, and amenities such as food sales or picnic accommodations.

About the Monterey County Vintners & Growers Association
Bringing together the talents and resources of its members, partners and the community, the MCVGA promotes and supports their leadership in the art, science and business of wine.  Founded in 1974, the Association is a non-profit organization representing over 75 vintners and growers in Monterey, California.  Additional details are available by visiting <>  or by calling 831. 375.9400.