
Napa Weighs Price Cuts: Luxury Image vs Luring Back Visitors
As visits drop, Napa weighs cutting tasting fees without scuffing its luxe aura. Who’s discounting, who’s holding firm—and how to woo new fans.

As visits drop, Napa weighs cutting tasting fees without scuffing its luxe aura. Who’s discounting, who’s holding firm—and how to woo new fans.

With visits and DTC sales down, Napa weighs price cuts and free tastings. Can lowering fees revive tourism without dulling its luxury edge? PlumpJack leads.