Napa Valley elites look to children to save their crumbling empires while plotting new attractions

As Napa Valley struggles with a decline in visitors and evolving consumer habits, some of its most established wineries are increasingly targeting families with children as they work to sustain traffic and revenue.

More than 90 wineries in Napa now permit children in tasting areas, according to industry groups — a significant departure from long-standing norms that traditionally limited access to adults, according to Food and Wine magazine.

The shift is increasingly driven by economics as much as culture. Operators are seeking to lower barriers for visitation, particularly for parents who might otherwise avoid winery trips due to childcare constraints, in hopes of boosting both attendance and repeat business.

At Grgich Hills Estate, executives say families with children now make up more than 20% of annual visitors, a share they describe as unthinkable just a decade ago.

Bouchaine Vineyards has added picnic areas with nonalcoholic beverages and open space for children, while Charles Krug Winery is leaning into a more casual experience with food, games and relaxed outdoor seating.

Other producers are adopting similar strategies. PlumpJack Estate Winery has introduced books and activities for younger visitors, and Priest Ranch is expanding family-focused programming, including seasonal events such as movie nights and holiday activities.

Wente Family Vineyards has also broadened its appeal with picnic-style experiences and open lawn seating designed for group and family visits.

“Because we grew up with wine as part of our family, we feel very much that we want to share that culture with everyone who comes,” Violet Grgich, president and CEO of Grgich Hills Estate, told Food and Wine. “There are many wineries that won’t let anyone under 21 [in], but we feel there’s so much more to visiting a winery than just drinking wine. It’s also about farming, and because of that, it’s entertaining for children as well.”

Vineyards and winemakers have struggled as younger Americans are consuming less alcohol overall. National data show the share of U.S. adults who drink fell to 54% in 2025 from 62% in 2023, according to Gallup, with long-term declines even more pronounced among younger adults.

Some studies indicated drinking rates among adults aged 18 to 34 have dropped from roughly 72% two decades ago to between 50% and 62% in recent years, underscoring the long-term pressure on traditional tasting-room models.