An experience once considered back-breaking seasonal work has been transformed into a luxury getaway for affluent wine connoisseurs. Wealthy vinophiles are now shelling out thousands of pounds to attend a 'Grape Camp' in California's famed Sonoma County, where they pay for the privilege of performing the hard labour of the harvest.
The Ultimate Wine Country Immersion
Dubbed the 'ultimate Sonoma County wine country immersion trip', the camp comes with a significant price tag. It costs $5,000 for a single person and $7,500 for a couple. For this sky-high fee, aspiring sommeliers receive gourmet meals, luxury lodging, and three full days of hands-on, grape-fuelled labour. The fruits of their physical efforts will be transformed into a rosé wine, available to them the following year.
Organised by Sonoma Wine Growers, a coalition of local winery families, the camp first began in 2007. It promised participants they would 'work a little, eat a lot, meet the locals who do this for a living and drink the results of your labor.' After a pause in 2017 due to a strategic shift and the subsequent global pandemic, the camp made a triumphant return this autumn following persistent demand from former attendees.
A Lucille Ball Moment and Mockery from Outsiders
One of the most iconic and anticipated activities allows guests to recreate a famous scene from 'I Love Lucy'. According to the Wall Street Journal, one participant on a September trip described dutifully removing her shoes, sanitising her feet, and wading into a giant vat brimming with juicy grapes—a moment instantly equated to the episode where Lucille Ball stomped grapes knee-deep.
However, the concept of paying a premium to get one's hands and feet dirty has drawn mockery from many observers. Commenting on the Journal's review, one sceptic wrote, 'If they’d pay five grand to pick and stomp on grapes, I wonder what they’d pay to mow and edge my lawn.' Another added, 'Ahh, the idle follies of the wealthy. I used to do manual labor as well!... I don't recall ever paying for the privilege.' A third simply questioned, 'Paying $5,000 to work on a farm?'
Curated Luxury Meets Authentic Toil
Despite the criticism, organiser Karissa Kruse told the Daily Mail that well-heeled campers believe the experience is worth every penny. 'Every moment is thoughtfully curated to showcase the best of Sonoma County,' Kruse stated. 'Every detail from lodging and transportation to tastings and vineyard experiences is included and flawlessly executed, allowing guests to simply arrive, relax, and immerse themselves fully.'
The itinerary is a blend of indulgence and authentic work. During the California harvest season from August to November, campers join professional pickers in the vineyards, rain or shine, often working from dawn. The schedule includes:
- A first day of 'signature hospitality' and fine dining.
- A second day with a luxury breakfast, behind-the-scenes tours of production facilities, and the legendary grape stomp.
- A final day harvesting produce for a farewell dinner and a wine-blending competition judged by a local winemaker.
Kruse described the camp as 'a rare chance to roll up their sleeves, truly understand what it takes to grow and make world-class wines, and literally stomp some grapes.' One participant reportedly called it 'a beautiful blend of education, community, and joy.'
The Bigger Picture for Wine Tourism
This niche experience is part of a significant global trend. According to the Drinks Business, wine tourism now accounts for a quarter of all global wine revenue. A survey of over 1,300 wineries across 47 countries found that 88% now offer tourism activities, from tastings to immersive experiences like Grape Camp.
Kruse acknowledges that paying to labour is a luxury, but emphasises a deeper purpose. 'Proceeds support Sonoma County Winegrowers’ mission to preserve family farms and sustain the region’s agricultural legacy for future generations,' she explained.
Following the success of the September 2023 camp, the unique getaway is scheduled to return in the autumn of next year, catering to those for whom leisure and learning are best experienced with dirt under their fingernails and grape juice between their toes.
