With the average tasting of Napa Valley wines costs $75it’s a luxury that few people can afford.

According to Visit Napa Valley, visitors to the area are traditionally ages 50 and older, with annual incomes above $250,000.

That presents a challenge for a wine industry that is struggling to attract Generation Z and millennials, who eschew wine in favor of alternative drinks or alcohol.

But Bella Union Winerywhich just opened its first tasting room in St. Helena, hopes to change that. Presenting itself as “the gateway to luxury wine”, the property aims to attract young consumers.

“Maybe you’re not very familiar with wine or you’re ready to commit to a $150 tasting,” said Joseph Wilson, winery director at Bella Union. “Why not come here for a $45 tasting, meet a wine educator who won’t intimidate you, and see if you like the wines? We want the experience to be accessible, fun and light.

All in family

Launched by Far Niente Wine Estates in 2012, Bella Union Winery was initially a virtual brand that sold a single Napa Valley cabernet sauvignon and a sauvignon blanc to mailing list members.

Now, it joins Far Niente Winery and Nickel & Nickel Winery as the third physical tasting room in the company’s Napa Valley portfolio.

Located on Highway 29, on a 120-acre property previously owned by Provenance Vineyards, Bella Union Winery combines contemporary with Art Nouveau to bring the Belle Époque into the modern era.

Breathtakingly beautiful design

Designed by architect Mike Niemann of Pacific Building Workshop, with interiors by Los Angeles-based design firm JK & Co. and additional styling by Lisa Mattson, the property offers six unique tasting spaces, including a bar exterior open outside opening hours.

Everywhere you look you see magnificent details, like the Art Nouveau stencil prints of Paris. Martinez Fleurot gallery, plush yellow velvet and emerald-toned banquettes, herringbone marble flooring and a cascading golden leaf sculpture by Giles Miller.

Among the most poignant pieces are the artist’s small Butterfly Gingko pots Michel Aram. Used to hold duck rillettes during the winery’s Jewel Box tasting, the design is reminiscent of the gingko trees planted by owners Gil and Beth Nickel in Far Niente’s driveway.

California artist-in-residence Harold Mendez has created work for numerous spaces, in addition to Covet Ceramics of Napa Valley, perfumer FLWR Napa Valley and Yountville’s Kollar Chocolates.

On the menu are five unique wine tasting experiences ($45 to $175) showcasing Bella Union’s blends of Bordeaux white, rosé and red wines. Some come with snacks (Curated Selection), others with flavors (Cabernet Curiosity), others with scenic views and chef-prepared bites (Jewel Box Tasting), and some simply showcase Brooke’s winemaking skills Bobyak Price.

While all of the above may sound luxurious, Wilson doesn’t want this to intimidate novice and/or young wine drinkers. He hopes Bella Union’s friendly staff will make everyone feel welcome.

“Some clients don’t want to sit in a room and have an educator use control words like ‘terroir’ if they don’t know what that means,” Wilson said. “It may seem like they are speaking another language. So we don’t have a strict script for our staff. The goal is to connect with customers in a way they understand and meet them where they are.

Wilson adds that Bella Union wines are lighter and “designed to be drunk now,” which is a big selling point for younger consumers.

“They don’t want to have to sit out a bottle of Napa Cabernet for 10 years before they can drink it,” he said.

Affordable luxury

While Bella Union’s least expensive red wine — a 2022 Cabernet Sauvignon from Napa Valley — costs $80 a bottle, the winery hopes younger consumers will be drawn to the property for the overall experience.

The tasting room does not require reservations and wines can be enjoyed by the glass or bottle on the Wren Bar’s outdoor patio. The space is also open until 6 p.m.

“We are a “luxury” through the wines we serve, our hospitality and the space in which we are located. This can make newcomers to the wine space feel like they’re enjoying a level of opulence,” Wilson said. “But we created it in a way that a visit here would be fun, easy, accessible and affordable. We just want the guests to be here and enjoy the moment.

You can reach staff writer Sarah Doyle at 707-521-5478 or [email protected]. Follow Sarah on Instagram at @whiskymuse.