Napa Valley Priority Wine Pass worth It?

The Original Napa Winery Passport

Back in the day, back when cars still had cassette decks and dinner at The French Laundry was $30 per person, wine tasting in Napa was better than cheap - it was often free.

Today, “wine-flation” means a standard tasting is $55 and it’s not hard to spend a hundred bucks or more to taste - per person.

And that’s why you need a Priority Wine Pass, the two for one pass that’s been the champion of wine lovers since 2012. Spend $39 on the pass, one per couple, and you’ll save half of your tasting fees all over Napa and Sonoma.

Sure, you’ll find other passports but they usually offered during slow off-season months and feature a small number of wineries. The Priority Wine Pass even comes with free trip planning advice - from me! That’s pretty cool, right?

How does the Priority Wine Pass work?

1. Buy one pass per couple - it’s $39 if you get it from my site. That’s the lowest price offered, cheaper than even Groupon or Viator, and $30 off the standard price.

2. You’ll receive a welcome letter with promo codes. Some wineries allow you book with a promo code, some ask that you reserve normally (or walk-in) and present your pass upon arrival. Most do not actually charge your card when booking but if they do just show them the pass when you arrive and they’ll adjust your charge.

3. You can reach out to their free concierge service or to me directly and we’ll help you pick wineries and plan out your entire trip. Most services charge hundreds of dollars for trip planning advice but it’s included with the pass.

How Long is it Good For?

The Priority Wine Pass sold on my site is good for a full year from purchase.  They also offer 1 day and 3 day passes but there’s no discount on those making them more expensive than the annual pass.

I Live in the Bay Area - Can I visit the same wineries again and again?

Yes, Bay Area people really make out like bandits with the pass since there are no limits or limitations on winery visits. But even an out of town day tripper can easily come out ahead. For example, a pop in at Sterling is $55 pp, or two for one on the pass. Wouldn’t you be happy if you found $25 on the ground in front of the winery? How about finding a fifty dollar bill at the next stop? Happy now? You bet!

Do I Need to Buy a Wine Pass for Everyone in my Party?

No, just get one pass per couple. It's 2 for 1 for most deals so get one pass, pay for one tasting and the person with you gets the same for no charge.

Now know that if you buy the pass as a single that you cannot assume that the winery will charge you half - it’s up to them and most can’t do that since prices are loaded into their point of sale terminals so be aware.

So I Can Get Free Wine at Every Napa Winery? 

No, not every winery accepts the Priority WIne Pass but enough do to make it worth your while. If there are wineries you really want to visit but who offer no discounts then just go - you’ll save enough money at the other wineries to justify paying full price.

I’m Coming with a Group. Can I Get a Bunch of Passes for Everyone?

Well, sort of. As of 2026 many wineries have loosened up their rules as to whether they will discount large groups. But your best bet is to reach out to me and let me help you figure out which ones will honor the discount. I can also help connect you to transportation companies or drivers as well as wineries who might not be on the pass but will take really good care of you since I sent you. Just reach out - there’s no charge and I’ll keep it real and honest.

I’m in Napa Right Now - Can I Still Get the Pass?

Yes! Even if you are reading this standing outside of the Sterling Tram you can still get the pass and the discount. Just buy the pass on your phone and show the image sent to you immediately in email to get the discounts. BUY IT NOW! One per couple.

Do You Really Love the Pass or are you Paid to Say This?

I never recommend stuff I don't love. So while I get paid a few bucks when you buy a pass (sort of like how I get paid if you click one of my ads) I would never tell my readers to buy or do something that I didn't fully believe in. And I want you to be happy if you bought the pass because of me. That’s why I offer to help you plan your trip using the pass, free of charge.

And in case you don’t know who I am, I have been writing this website for almost 20 years and even wrote the original Napa articles for TripAdvisor. I was the first to search the web and put every Napa deal on one site and today am still the #1 resource for finding the best wine tasting deals in Napa with thousands of happy readers and visitors.