How Wine Country Resorts and Vineyards Are Adapting to the Sober Travel Trend

A Napa Valley resort dedicating resources to nonalcoholic (NA) experiences may have once seemed counterintuitive, but these days, it’s anything but. 

When the team at Bardessono Hotel and Spa caught wind of the sober curious movement, they knew it was important to pay attention and adjust the sails accordingly. So, in May 2024, the luxury property launched its N/A-Pa concierge desk – a play on words of NA and Napa – in response to the growing trend.  

Like other wine destinations around the world, Bardessono’s new N/A-Pa concierge helps to educate guests about their NA beverage options and curate “free-spirited” activities that can be enjoyed without ever having a sip of alcohol. 

“Whether guests are seeking a detox experience or have been sober for a while, the N/A-Pa Concierge ensures that their time in Napa Valley is a unique and unforgettable experience, tailored to their individual needs,” Alain Negueloua, general manager at Bardessono Hotel & Spa, told TMR. 

The sober curiosity trend began a few years ago but really came to the forefront in tourism in 2024. According to the American Psychological Association, younger generations have become less likely to drink than ever, and the new trend is destigmatizing the desire to not drink, no matter the reason. 

With sober curiosity stronger than ever, winemakers are producing more low alcohol and non-alcoholic beverages. Meanwhile, resorts in big wine destinations like Napa Valley are strengthening their breadth of different activities sans alcohol, especially those geared around wellness and the outdoors. 

“We’ve seen the interest in sober travel steadily rise over the past few years, but it’s really gained momentum recently as more travelers look for inclusive experiences that don’t center around alcohol,” Joe Leinacker, managing director of The Meritage Resort and Spa, told TMR. “Napa Valley has long been known for its world-class wine, but we recognize that today’s guests are looking for ways to enjoy the region beyond traditional tastings. That shift inspired us to expand our offerings and ensure everyone can fully experience everything that Napa has to offer, which isn’t just limited to our amazing wines.” 

People who appreciate good wine will always show up and show out at vineyards, but it’s now far more important for the hospitality industry to cater to non-alcohol drinkers. This appears to be creating more personalized, curated experiences that luxury travelers are seeking. Here’s how that’s playing out in wine destinations from Napa to Douro Valley. 

No- and Low-Alcohol Options

If winemakers are deterred by the sober-curious fad, they certainly do not show it. Instead, they’ve begun producing nonalcoholic and low-alcohol beverages for all to enjoy, in addition to their usual rotation of reds, whites, and roses. 

Non-alcohol drinkers have always existed, but their beverage options are more robust now that sober travel is front-and-center. Offering a soda or water to a non-alcohol drinker, especially in a wine-focused location, doesn’t quite cut it anymore. The Meritage has a partnership with Ritual Zero-Proof, a non-alcoholic spirits brand, to ensure there is a fruitful menu for sober travelers.  

Wine-pairing dinners and wine tastings are a significant part of business for vineyards that tourists visit. These, too, have been retrofitted to the modern, sober traveler. Storm Cellar Wine in Colorado offers guests non-alcoholic options for its ticketed wine-paired, multi-course dinners. They do not discount the price because “those who don’t drink receive a unique, handcrafted NA cocktail with each course,” Storm Cellar Wine owner Jayme Henderson told TMR. 

“We find that there are endless options to provide high-quality NA drinks, since alcohol is not involved,” she added. “We are able to work with our favorite NA products from all over the world because there are no legal barriers with respect to our tasting room license.” 

Henderson said that having a diverse NA menu is just part of good hospitality and has been an easy adjustment as they offer high-quality infused seltzers, alcohol-removed wines, ready-to-drink mocktails, and flavored sodas.   

There are many visitors who want to drink responsibly but still taste all that a winery has to offer. At Bluemont Vineyard in Virgina, sommeliers have been perfecting their low alcohol product and strengthening their partnerships with no-alcohol beverage makers. 

“The market is going to continue to grow, and we’ll rally behind whatever that nonalcoholic product may be, where guests can still enjoy what they like about having that wine or beer,” Hailey Zurschmeide, Bluemont’s chief vision officer, told TMR. “That taste, the mouth feel – a lot of producers have really invested time and energy into the process to have the same integrity, so they don’t have to sacrifice anything by choosing a non-alcoholic option.” 

Wellness Awakening

Sober travel goes hand-in-hand with the ever-popular wellness travel trend, as both are focused on a healthier lifestyle. Fortunately, many wine country resorts have spas that they can pour more energy and resources into to meet this demand. 

“While there has always been a segment of travelers who abstain from alcohol, we observed a noticeable shift in the drinking habits of younger generations—specifically Millennials and Gen Z,” Negueloua said. “These groups have taken a heightened interest in health and wellness, particularly in understanding the impact of alcohol on both the mind and body.”

In Portugal’s Douro Valley, the Octant Douro is expanding its spa menu when it reopens after renovations in April. The hotel’s general manager, Carlos Trindade, sees this emerging trend as “an opportunity to adapt and become more versatile by offering high-quality, curated options.” 

Octant Douro, as well as Napa’s The Meritage and Bardessono, all have plenty to offer wellness-minded folks: from spa treatments to fitness classes to full meditation and yoga programming. 

Activities for Everyone

Dedicated NA concierge like Bardessono’s could pick up steam, as the activities and curation behind them are becoming more popular at other wine destinations. Beyond wellness, there’s typically lots of things to do from taking in the natural beauty of the area to adventurous excursions. 

This is where travel advisors come in to educate travelers that stereotypically wine-based destinations have much more to offer, and alcohol can be a small part or even have no place at all in a trip. Now that sober lifestyle is front-of-mind at these resorts, clients can even expect a more personalized, luxury experience when they visit.

In Argentina, SB Winemaker’s House & Spa Suites will soon offer sober travel itineraries that include activities such as culinary classes and horseback riding. In Portugal’s Douro Valley, guests might paddleboard or kayak on the Douro River.  

And in Napa, activities range from hot air balloon rides to hiking and biking, all while taking in the scenic landscapes. 

“Ultimately, we want to create an environment where everyone, from wine lovers to the sober-curious and non-drinkers alike,” Leinacker said, “can come together and fully immerse themselves in the beauty and culture of Napa Valley.”