Sonoma County’s beautiful landscapes and laid-back natives belie a thriving local economy. According to the Sonoma County Economic Development Board (EDB), the county’s gross regional product (GRP) is about $30 billion, roughly on par with Marin County and about three times Napa, its over-the-mountains rival.

Sonoma’s homegrown wine industry is responsible for a significant chunk of that output. Direct shipments of wine drive Sonoma’s roughly $1 billion in annual goods exports — surpassing 2.5 million cases in 2021, according to a 2022 EDB report. For reference, the entire state of Washington exports just 400,000 cases of wine a year.

The Sonoma wine industry does a lot more than ship wine to wine club members and other non-local buyers, of course. The county has literally hundreds of wineries that sell direct to local individuals and restaurants, operate tasting rooms, and host public and private events. And it has thousands of businesses, from restaurants to tour operators to inns, that serve the millions of tourists who come our way each year.

Sonoma County Wine and Tourism, By the Numbers

Sonoma clearly wouldn’t be what it is today without its wine industry. But just how important are local winemakers and wine professionals to the local economy?

Really important. Sonoma County Vintners put together some eye-popping numbers:

• The Sonoma wine industry supports 54,000+ full-time jobs, about 25% of total employment in the county.

• Wine industry employees earn $3.2 billion in annual wages (and that number increases with inflation each year).

• The total U.S. retail value of Sonoma-produced wine is $8 billion annually. (A lot is sold at wholesale prices, but still.)

• The wine tourism industry generates $1.2 billion each year. That doesn’t include hundreds of millions more spent by people who come to Sonoma without visiting any wineries or sampling any of the local product.

Family First

These figures are all the more impressive because unlike some American winemaking regions, Sonoma has relatively few “corporate” wineries. 80% of Sonoma wineries cover 100 acres or less, and 85% are family-owned. Many, including Roche Winery, can trace their history back at least two generations. (The oldest are on the sixth or seventh generation — it’s hard to keep track!)

And did we mention that Sonoma has a lot of wineries? Vineyards cover about 60,000 of Sonoma County’s 1 million acres. With most spreads coming in under 100 acres, you can do the math.

Charity Is Good for the Economy

No discussion of the symbiotic relationship between Sonoma’s wine industry and its broader economy is complete without mention of the tremendous amount of good the county’s wineries do year in and year out.

Every Sonoma winery has its own philanthropic priorities, but the industry as a whole has raised $40 million and counting for local nonprofits. Sonoma County Vintners’ running tally counts more than 400 supported organizations that collectively touch thousands of lives in Sonoma and surrounding communities.

Putting Faces to the Numbers

Economic data is great, but it obscures the fact that the economy is, well, all of us. Learning about the people behind the admittedly impressive numbers is a lot more interesting, in our opinion.

And remember, it’s not just the winemakers and winery owners making things happen here. The average overnight visitor to Sonoma spends nearly $200 on tours, food, retail purchases, sightseeing, lodging, and — yes — locally produced libations. In no particular order, these are some of the local businesses we encourage Sonoma visitors (and locals!) to support:

• Sonoma Adventures: Sonoma Adventures offers guided bike and Segway tours — yes, including winery hops — from their home base in downtown Sonoma. They also partner with some local hotels and inns to offer guest bike rentals, which is a nice self-guided alternative if you’re up for a custom adventure.

• Cinnamon Bear Creekside Inn: Located just outside downtown Sonoma, this delightful bed and breakfast boasts seven richly appointed rooms in a turn-of-the-century farmhouse. Come for the free wine tasting and stay for the Wine Passport, which unlocks special privileges at Sonoma wineries including Roche Winery!

• La Casa Restaurant: In business since 1967, La Casa is a Sonoma institution. Whether you’re craving light tapas-style bites and a post-wine-tasting margarita or a hearty, authentic Mexican spread, they have you and your party covered. Arrive early to snag a seat on the beautiful, secluded garden patio.

Sonoma Grille and Bar: This upscale, old-school steak and seafood eatery is the perfect place for date night — or date brunch, if you’re around for their famous Sunday morning menu.