The tiki tasting hut in the barrel room of the Judds Hill winery is a tipoff: This isnt your old-school faux chateau.
Which is just the way Napa Valley winemaker Judd Finkelstein and his family want things.
Much to my delight, one of the most common compliments is, This has been a lot of fun. We really like coming here; its not stuffy, says Finkelstein. Thats music to my ears.
A few miles north, at Raymond Vineyards in St. Helena, owner Jean-Charles Boisset has been shaking up old winery paradigms. Visitors who sign up for the winemaker-for-a-day program don silver and red lab coats with matching hats, naturally and mix their own wine blends in a room decorated with a disco ball and black light.
The new approaches are quite a contrast to the traditional nature of wine country, points out Joe Roberts, founder of the popular website 1WineDude.com and wine columnist for Playboy.com.
The wine worlds about eight years behind everything with the exception of bottling lines and production techniques, Roberts says with a laugh.
That can mean ornate tasting rooms where you walk in and you feel like you cant move any of the furniture; that kind of thing doesnt really sit well with the younger generation, particularly Millennials, says Roberts. The more inviting you can make something, the more it promotes the view of actually having an honest, human connection, not something that obviously came from a marketing machine.
Inviting often can mean interactive. Both Judds Hill and Raymond have popular blending camps in which visitors make their own custom blends and take home a bottle or more. At Brooklyn Winery, an urban winery in the Williamsburg neighborhood the unofficial headquarters of hip visitors can try chardonnay three ways: made as an unoaked, crisp, Chablis-style wine; made in a slightly mellower style with some oak; and made as orange wine, in which the skins are left to ferment with the juice, giving the wine an orange hue.
Were focused on breaking peoples myths or stereotypes that they have about wine and doing it in a really fun way, says Brooklyn co-founder Brian Leventhal. Were here to open peoples eyes to things they havent tried before.
Looking to mix a little hip with your sips? Here are more details of whats on tap at these three wineries.
Under the guidance of Boisset, scion of a French winemaking family who is married to Gina Gallo of the American Gallo wine dynasty, this winery has undergone a major change in recent years.
Outside, the mood is quirky with giant frames on display that make for excellent photo opportunities. Also outside are the Theater of Nature, a 2-acre demonstration of Biodynamic farming, and Frenchies Winery, a special area devoted to dogs (named after Boissets beloved French bulldog) with its own tasting bar (serving water).
Inside, options abound, from the Red Room, a members-only private club, to the Corridor of the Senses, where a Touch Station and wall-mounted exhibits demonstrate the smell and texture of wine.
Visitors who reserve a spot in the blending session will get to be winemaker for a day, mixing their custom red blend under the tutelage of winery staff, designing a label and taking the bottle home. You also can order a case of your blend if desired. Prices start at $100 for a 1½-hour session.
Dont be surprised if Finkelstein serenades you with a ukulele. Playing the uke is one of his passions. He performs in the valley with his group Maikai Gents Featuring The Mysterious Miss Mauna Loa.
In addition to the regular tasting room and the tiki hut in the barrel room, Judds Hill also offers visitors a Bottling Blending Day Camp. Four people can take part in a session that produces three finished bottles for $225 (other pricing structures available).
The winery hosts several events, including the annual Lobster Luau Wine Fest and presents comedy as well as musical acts such as the jazz group Sketchy Black Dog.
When youre a winery based in the Williamsburg neighborhood of Brooklyn, theres practically a city ordinance requiring hipness. And this winery, opened two years ago by friends Leventhal and John Stires, delivers.
One of the few working wineries in New York City, guests can tour the facilities, watch cutting-edge TV series such as Breaking Bad and Mad Men in the front-of-house restaurant, and take home some wine in a refillable growler bottle, filled with Brooklyn Winery wines available on tap.