image credit: Town of Yountville

The town of Yountville launched its new Wine & Beer Passport program Tuesday with the hopes of increasing tourism, the town said.

According to the town of Yountville, the new program offers discounted wine and beer tastings at 15 local businesses exclusive to passport holders. Offerings include $10 sparkling wine tastings at Chandon, 2-for-1 tastings at Stewart Cellars, and 10% off tastings at Mad Fritz Brewing.

The Wine & Beer Passport costs $95 for two people. That could be considered a steal in a region where, according to Napa County's tourism board, Visit Napa Valley, a single wine tasting for one person averages between $40 and $75.

Many of the businesses included in the passport are in the heart of the picturesque town, where passport holders can walk from one tasting room to another. Others are wineries tucked away among scenic vineyards.

The new program seeks to increase tourism while driving foot traffic to the town's many hospitality businesses, according to Whitney Diver McEvoy, president and chief executive officer of the Yountville Chamber of Commerce.

"By encouraging visitors to explore multiple tasting rooms and our one brewery, we're driving tourism, increasing foot traffic, and supporting our hospitality sector," she said. "This initiative not only highlights Yountville's exceptional wine and beer offerings but also strengthens our entire business community."

Cornerstone Cellars is one of the 15 participating businesses. It'll offer passport holders 2-for-1 tastings of its cabernet sauvignons and other wines at its downtown tasting salon, where tastings usually start at $50 per person.

"This is an incredible opportunity for visitors to explore the best of Yountville's wine and beer scene while enjoying exclusive experiences," said Matthew Mills, managing partner at Cornerstone Cellars. "It's a fantastic way to showcase our wines to new guests and create lasting connections."

Yountville's Wine & Beer Passports are available now and can be used through Aug. 31. More information is available at https://yountville.com/experience-pass/.