Ep 530: The Evolution of the Modern Tasting Room with Jim Morris -- The history, changes, rising costs, possible future, & what it means to us

Wine for Normal People

If you are an avid follower of the show you know that my friend Jim Morris, hospitality guru, and wine industry veteran has been on the show many, many times. His first appearance was on Episode 30 and he has appeared on Episodes 130, 230, and now 530 – as I say, he is the man of the 30s!

Photo: Courtesy of Jim Morris

This time Jim joins to pull the curtain back on how Napa and Sonoma tasting rooms, the original model for all others in the world, have evolved over the last 40 years. We discuss how tasting fees started and how they have mushroomed out of control, and the tough times tasting rooms, tourism, and wineries in general, have fallen on in the most prestigious wine regions of the US. We touch on the rise of other US industries, and why we don’t include Europe in the equation as well.

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