People from all over the world plan vacations to California. Some visit Hollywood and Disneyland, while others opt for something more natural, like National Parks visit. Meanwhile, the food and beverage-focused crowd likely travels to wine country, where even Californians spend their paid time off.
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Napa Valley and nearby destinations have a divine terroir for growing wine grapes, meaning everything in that region lines up to make delicious vino. This setting also happens to be ideal for dank weed. Unfortunately, it is currently illegal to grow commercial cannabis in Napa County. Public consumption is not allowed, and though there are a few dispensaries, the newly minted California cannabis cafe culture has yet to reach the area. This has made wine and weed tourism somewhat sparse.
When the state legalized recreational cannabis, stoners who enjoy the finer things dreamt about a future where they could spark a joint at a luxe Napa wine tasting. Unfortunately for them, combining alcohol and weed in a place or product is against regulations in every state–including California. Even hosting events that sell both separately is complicated. While these issues have hindered massive growth in the area, there is collaboration between weed and wine if you look hard enough.
Wine and weed collaboration does exist
Jamie Evans, also known as The Herb Somm, worked in wine for a decade before transitioning to cannabis in 2017. The sommelier has since authored four cannabis books and executed wildly fun events where she frequently bridges wine to the weed community, a task that gets easier year after year.
“I think there’s more interest than ever in combining the two, especially in Northern California, where we are blessed with both crops–we just need regulations to catch up for more enhanced tourism experiences,” Evans assessed.
Evans was concerned with the stigma stopping her from achieving her weed beverage goals. However, she has only been supported since making the jump. The Herb Somm collaborates with wine and spirit brands often, and those companies are open to what the cannabis plant offers.
Priest Ranch Winery is one of those open-minded brands. The Yountville, Calif. winery is set to co-host Boundary Breakers: “Tannins, Terpenes, and Terroir” with they Napa Valley Cannabis Association (NVCA) in late May. The panel discussion will explore the sensory experiences of wine and cannabis. There will not be consumption or infused food. Education is the only infused component of the menu.
Priest Ranch Wines CEO Judd Wallenbrok explained to GreenState that this baby step is necessary.
“It has taken 75 years of building the brand ‘Napa’ as synonymous with world-class wine, and they don’t want to threaten that,” Wallenbrok said. “And I understand that. Most wineries, I’m sure, would consider cannabis as a competitor.”
That said, NVCA president Jackie Simion believes attitudes are shifting.
“While some remain cautious due to long-standing stigma and regulatory concerns, others — especially younger vintners and those focused on experiential hospitality — see cannabis as a natural counterpart to wine,” Simion shared with GreenState. “Many are starting to recognize shared values around terroir, sustainability, and craftsmanship.”
Wallenbrok will moderate the upcoming event discussion that invites people who have previously avoided the topic into the cannabis conversation. He knows first-hand that large trade organizations like Napa Valley Vintners (NVV) are not pro-cannabis, perhaps because they worry farmers will trade grape vines for weed stalks.
NVV did not immediately respond to a request to comment to verify.
While a Napa winery that grows cannabis plants may be unimaginable right now, Sunstone Winery is attempting to corner the combo in the Santa Ynez Valley.
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California wine and weed tourism you can do right now
Sunstone is a gorgeous estate north of Santa Barbara that some may recognize from a Succession episode. The company’s umbrella houses a hemp-derived THC brand and online shop that remains separate from the winery. But it is not even linked or mentioned openly on the winery website.
Despite this omission, Sunstone has implemented a few ways to enjoy cannabis. The winery space offers a smoking patio outside of the permitted alcohol zone where responsibly consuming cannabis is allowed. People can smoke things on that balcony without wine or enjoy wine in other zones without their smokeables–never the two shall meet.
Cannabis must be somewhat separated from wine to maintain compliance. Sunstone is taking an intelligent approach to finding a connection that maintains these rules.
Back in Northern California, Cannabis Wine Tours (CWT) is forging its own path.
Founder Charles Kimball has been hosting private wine tours for years and sees ample potential in cannabis wine tourism. He curates each tour to individual guest interests, taking them to wine tastings and cannabis farms for tours on day trips. These are not consumption-driven but instead focus on education.
“Guests learn directly from the farmers about the craft, care, and science behind cannabis growing in California,” Kimball said to GreenState.
This passion is met by wineries in a tour that truly showcases the care and precision poured into growing the equally coveted crops. Next year they can choose to eat lunch overlooking a winery or sun-grown cannabis farm to cap off the personalized experience.
“Both offer rich agricultural stories, passionate producers, and a deep connection to the land,” he added.
Infusing cannabis into Napa will take time
Based on the current offerings and regulations, the wine industry is in its cannabis education era. Evans hosts events where people can smell cannabis flower alongside wine or beer to pick out complementary or similar notes, but consuming the plant in these spaces is rare.
Regulatory bodies are not going to budge on that one anytime soon. Still, Wallenbrock has been sensing a growing buzz in Napa now that dispensaries operate in the region that could push the envelope.
“Rather than act like it doesn’t exist, I think a dialogue is prudent,” Wallenbrock said. “And I’ve had some very interesting conversations with waitstaff and restaurant owners who speak of how weed and wine complement each other and enhance food flavors.”
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Food, wine, and weed pairings in Napa could draw a glut of patrons raring to experience the luxury side of the growing cannabis industry. This is possible for a private event, but mainstream wine country may be a few years off.
Those seeking to explore these plants may want to find a private dinner, attend a retreat like Cannescape, or host one themselves. Since most are focused on learning more about weed, famed wine countries will probably catch up eventually. Once they do, the options feel endless.
“There’s a growing need for alcohol alternatives, and there is no better option than a well-crafted, low-dose cannabis drink,” Evans professed. “Also, how about a cannabis-infused restaurant with an award-winning wine list? Now, that’s the ultimate dream!”
