Yountville Opens Napa Valley's First Open-Container District, Letting Visitors Stroll With Wine

Yountville has become the first community in Napa Valley to set up an open-container district, a move aimed at drawing a new generation of wine drinkers to the region. The program, called "Sip Yountville," lets visitors buy alcoholic drinks and take them out onto the street.

Entertainment zones of this kind have gained ground in larger cities, where they are used to lift food, beverage and retail sales. Wine Country is now borrowing the idea to reach younger wine enthusiasts.

There is no charge to enter the zone, which is open to guests 21 and older. It runs daily from 10 a.m. to 10 p.m. along Washington Street and two adjoining side streets lined with tasting rooms, bars, restaurants and shops.

The district differs from the fenced-off entertainment areas found in many cities. It uses open public sidewalks and streets, and visitors carry their drinks in approved plastic cups.

Customers said they like the flexibility. Stephen Nichols, who was at Pacha's Bar, described being able to pick up a glass of wine at Jessup's and walk to Henry's for another. "It would be fantastic," he said.

Residents and business owners say the program creates a relaxed, welcoming atmosphere and puts the town on display. Tara Blum, a Yountville designer, said the timing matters as the area works to remind people that Napa is still open for visitors. "Tourism is really important to us that this is exactly what the town needs," she said. Patty Blum, a Yountville psychologist, pointed to the town's walkability, noting the nearby art galleries, garden shops and public art.

Winemakers see the format as an easy way in for casual visitors. "I think it's really nice that Yountville to be like, 'Oh hey, you can be taking like a cup to go because wine is fun,'" said winemaker Bea Reyes.

Merchants report benefits right away, especially in tasting rooms. Mara Williams, tasting room manager at Priest Ranch, said guests are no longer tied to a single location. "We get to show off our wines and it's not just restricted in our tasting room," she said, adding that guests can enjoy their day with more freedom.

Paul Hahn of Hestan Vineyards Tasting Room said the program has translated into sales. "We've seen a noticeable uptick in sales of wines by the glass," he said. He added that visitors are walking around and taking in the town, and that some come in specifically asking to "sip and stroll through Yountville."