What is CellarPass
CellarPass is a wine tourism marketplace and hospitality platform that helps travelers discover and book winery tastings, wine country experiences, ticketed events, passport programs, and exclusive offers while connecting wineries and destination partners with qualified visitors across leading U.S. wine regions.
Since 2009, CellarPass has helped wineries increase visitation through online reservations, bookable tasting experiences, event ticketing, passport programs, guest marketing, and hospitality technology while helping millions of consumers discover and book memorable wine country experiences.
Our Story
The idea of CellarPass started way back in 2006 as module to our all-in-one DTC solution for wineries.
In 2006, most wineries accepted tasting reservations by phone, managed handwritten calendars, or simply welcomed walk-in guests. As wine tourism continued to grow, both consumers and wineries needed a better way to connect.
CellarPass was created to simplify that experience.
Our goal was straightforward: make it easy for wine lovers to discover exceptional wineries, reserve tasting experiences online, and give wineries modern tools to manage reservations, events, and guest relationships.
Over the years, the wine industry evolved. Reservations became the standard, wineries expanded beyond traditional tastings to offer curated experiences, and wine country travel became more personalized than ever before. CellarPass evolved alongside those changes.
Today, CellarPass is more than a reservation platform. It's a wine tourism marketplace that connects travelers with wineries, tasting rooms, restaurants, lodging, transportation providers, and ticketed events across some of America's most celebrated wine regions.
Millions of guests have used CellarPass to plan memorable wine country experiences, while wineries and destination partners rely on the platform to showcase their hospitality, manage reservations, sell event tickets, promote special offers, and welcome visitors from around the world.
As wine country continues to evolve, our commitment remains the same: helping great wineries create memorable guest experiences while making it easier for travelers to discover and book them.
2009 — CellarPass is Founded
CellarPass was founded to bring online reservations to the wine industry. At a time when many wineries still relied on phone calls, paper reservation books, spreadsheets, or walk-in traffic, CellarPass introduced a platform built specifically for wineries and tasting rooms, making it easier for consumers to discover and book wine tasting experiences online.
2010 — First Winery Reservation Platform to Integrate with Vin65
CellarPass became the first winery reservation platform to integrate directly with Vin65, connecting online reservations with winery CRM and customer data. This industry-first integration helped wineries streamline operations, reduce duplicate data entry, and better understand their guests.
2014 — Event Ticketing for Wine Country
As wineries expanded beyond traditional tastings, CellarPass introduced integrated event ticketing, enabling wineries to sell tickets for wine dinners, concerts, festivals, release parties, educational seminars, passport weekends, and seasonal events from the same platform used to manage reservations.
2016 — Introducing TablePro
CellarPass launched TablePro, the wine industry's first table management system designed specifically for winery tasting rooms. TablePro enabled hosts to assign tables, manage seating, optimize guest flow, and improve hospitality operations during busy tasting periods.
2017 — Two-Way SMS Messaging
CellarPass introduced two-way SMS messaging, allowing wineries and guests to communicate directly before and after reservations. This improved guest communication, reduced no-shows, simplified reservation changes, and enhanced the overall hospitality experience.
2018–2019 — Expanding the Consumer Marketplace
CellarPass continued expanding its marketplace, helping travelers discover wineries, compare tasting experiences, and book reservations across multiple wine regions while giving wineries greater visibility to qualified wine travelers.
2020 — Supporting the Wine Industry During COVID-19
As wineries adapted to changing health requirements, CellarPass rapidly evolved to support reservation-only visitation, capacity management, outdoor tasting experiences, updated cancellation policies, and flexible guest communications, helping wineries continue welcoming visitors safely.
2021–2023 — Expanding Wine Country Experiences
CellarPass broadened its platform beyond traditional wine tastings by supporting a growing variety of bookable experiences, including vineyard tours, cave tours, reserve tastings, food and wine pairings, guided experiences, and other premium hospitality offerings.
2024 — Destination Marketplace ExpansionThe CellarPass marketplace expanded to showcase more of the complete wine country experience by promoting wineries, restaurants, lodging, transportation providers, passport programs, and destination activities, helping travelers plan more complete wine country visits.
2025 — Enhanced Discovery & Regional ExperiencesCellarPass expanded regional discovery tools, making it easier for consumers to explore wine regions, compare wineries, discover events, browse special offers, and find experiences that matched their interests.
2026 — AI-Powered Trip Planning
Building on years of structured wine tourism data, CellarPass introduced AI-powered wine country trip planning, helping travelers create personalized itineraries based on preferred wine regions, wineries, budgets, travel styles, and real-time reservation availability.
Today
Today, CellarPass is a comprehensive wine tourism marketplace connecting consumers with wineries, tasting rooms, events, passport programs, restaurants, lodging, transportation providers, and destination experiences across leading U.S. wine regions.
Participating businesses use CellarPass to manage reservations, publish bookable experiences, sell event tickets, promote special offers, and connect with wine travelers through a platform purpose-built for winery hospitality.
David vs Goliath: We thrive at helping small businesses just like yours stay competitive in an industry that is surrounded by megabrands.
