California’s wine industry is in trouble. Could farmers markets help?
More California wineries could have the chance to sell bottles of vino and host pop-up wine tastings at local farmers markets due to a new bill introduced in the state legislature.
Senate Bill 917 would give boutique and small-scale winemakers the opportunity to make sales and form face-to-face connections at certified farmers markets.
San Luis Obispo County lawmaker Sen. John Laird said he authored the legislation to aid small winemakers as wine consumption continues to plummet across the country.
“California’s wine industry is facing one of the most difficult periods in decades,” Laird said in a Jan. 27 news release. “Small wineries are closing, vineyards are being removed and growers are leaving fruit on the vine.”
Currently, state law allows only estate wineries — operations that grow all their own grapes on site — to sell at certified farmers markets. As a result, only two out of 586 licensed wineries in the county have farmers market permits, Laird told The Tribune.
Laird’s legislation seeks to open a new pathway for wine sales by ending this restriction.
What would SB 917 do?
The bill would allow wineries who outsource at least some of the grapes used in their wines to sell their products at California farmers markers.
The existing law primarily restricts small and boutique wineries from connecting with consumers at this local level, Laird said.
“Farmers markets are one of the most effective ways for small producers to tell their story, educate consumers, and build loyal customer relationships,” he said. “By removing outdated barriers and trusting local market operators, we can support small wine businesses, strengthen local economies, and preserve California’s agricultural heritage.”
The legislation would also broaden how many permit holders can set up shop at a single farmers market. Current law limits instructional wine tastings to only one permit per market, no matter how large it may be. Under SB 917, certified farmers market operators would get to choose which wineries can sell products and offer tastings.
The bill would require winery employees who pour tastings at farmers markets to hold a valid alcohol server certification, and a designated person must be present and oversee all alcoholic service during the market.
Laird said he authored the legislation in the face of steep economic headwinds impacting wines sales in SLO County. Wine sales across the U.S. were down by 8.5% during the first nine months of 2025, according to data from WSWA SipSource.
“I think right now the wine industry needs any boost it can get, and this would be one,” he said.
Local winemakers open to selling at farmers markets
As a Templeton resident, winemaker Drew Nenow knows the value of visiting a stellar farmers market.
Each Saturday, the Templeton Farmers Market comes alive when dozens of vendors set up stands around Templeton Park selling everything from fresh fruits and veggies to artisan cheeses, fresh-baked sourdough loaves and gourmet chocolate bars.
Nenow regards it as one of the best farmers markets in the state, and a place with the potential for loads of interaction with potential customers.
As the co-owner of Nenow Family Wines, a hyper-boutique brand that produces about 1,500 cases per year of Rhône-focused wines sourced from grapes in the Paso Robles region, Nenow said he’s open to selling his wines at farmers markets in the future but is still “withholding full judgment” on Senate Bill 917.
“I think anything like this that can expand a small winery’s ability to get in front of the public is a positive thing,” he told The Tribune.
He said he’s concerned farmers markets may not be an ideal venue for wine tasting when many shoppers are looking to buy their weekly haul of groceries instead of sip on some local vino. But it’s an option he’s willing to try to see what kind of sales could result from a farmers market stand.
“I don’t necessarily go to a farmer’s market with the intention of tasting wine or buying wine,” Nenow said. “But again, as a small winery, I think that any opportunity is a good opportunity. It’s more about getting out there and seeing how it goes.”
The Paso Robles Wine Country Alliance said Laird’s legislation could give up a leg up to many small, family-owned wineries in the area. According to the organization, 80% of Paso Robles wineries make 8,000 cases or less, and many are heavily reliant on the continued success of the wine industry.
The Alliance said Senate Bill 917 would hand winemakers another avenue to interact with local consumers amid a competitive, challenging marketplace.
“A presence at farmers markets would allow wineries to reach both existing wine enthusiasts and new consumers who may not be seeking out a traditional tasting room experience,” Paso Robles Wine Country Alliance spokesperson Krista Smith told The Tribune. “That access is particularly important for smaller wineries that rely solely or primarily on direct-to-consumer wine sales.”
So far, the bill has been sponsored by the Family Winemakers of California and the California Association of Winegrape Growers. Laird said SB 917 currently faces no major opposition.
If the legislation passes, it will go into effect on Jan. 1, 2027.
