Calif. Law to Allow Wineries to Promote On-PremisesTastings with Social Media Video

Beginning Jan. 1, 2027, California wineries will be able to use video on social media to promote winemaker dinners and tasting events held at retailer premises thanks to passage and signing of California Senate Bill 1273.

The successful signing is a result of nearly a decade of work by Napa Valley Vintners to identify legal restrictions that made it difficult for members to promote events at restaurants and other retailers.

In 2018, many of the hindrances were addressed in an Assembly bill that eliminated a ban on pictures and illustrations and allowed posting on social media. But it did not authorized video.

So Napa Valley Vintners said it went to work to develop and secure passage of Senate Bill 1273.

“The way consumers discover wineries and events has changed dramatically since these rules were last updated in 2018,” said Michelle Novi, in-house counsel for Napa Valley Vintners. “Video is now one of the most effective ways to reach consumers, especially for small, independent wineries with limited marketing resources. This legislation brings the law in line with how people communicate today and gives wineries across California another important tool to connect with consumers.”