California’s wine industry is facing mounting pressure as consumers change their drinking habits and wineries struggle to maintain sales. Now, another Sonoma County wine business is preparing to close after two decades in operation.
Passaggio Wines closes tasting room
Passaggio Wines will close its tasting room at Jack London Village in Glen Ellen, California, at the end of October, ending a 20-year run in the wine business. Owner Cindy Cosco announced the decision after years of declining sales and shrinking wine club memberships, according to the Los Angeles Times.
The winery stopped producing wine in 2025. Cosco said tasting room business had declined approximately 40% over the past several years, making it increasingly difficult to cover operating expenses.
The business had hosted live music, birthday celebrations, anniversary parties, and other events. Passaggio Wines produced approximately 1,700 cases of sparkling, white, and red wines annually, according to its website.
Cosco originally launched the label in 2008 with just 50 cases of its flagship unoaked Chardonnay. She later moved operations to Sonoma County and opened her first tasting room in 2014.
Changing drinking habits pressure wineries
Passaggio Wines is among several California wine businesses facing difficult market conditions as Americans reduce their wine consumption.
Cosco pointed to the growing popularity of canned cocktails, mocktails, and other alternatives as factors affecting demand. She also cited canceled wine club memberships as a source of lost revenue.
The broader industry is experiencing similar challenges. U.S. wine consumption fell 4.3% in 2025, according to the International Organisation of Vine and Wine, reflecting changing consumer preferences and reduced alcohol consumption among younger adults.
Other California producers have also announced significant changes. Gundlach Bundschu Winery filed for bankruptcy protection in September, while major wine producer Gallo announced plans to eliminate more than 90 jobs and close a Napa Valley winemaking facility earlier this year.
For Passaggio Wines, the upcoming closure marks the end of a long-running business as the industry adjusts to changing demand.
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