Paso Robles is navigating 2025’s DTC headwinds slightly better than most regions, but the challenges—and opportunities—are real.

• • Tasting Room Visits are down across the West, and Paso is no exception. However, revenue per visitor remains relatively stable.
  • Wine Clubs in Paso are performing better than peer regions, with unique growth in revenue per member and retention rates—despite an overall dip in membership.

• • There’s clear room for growth in club conversion and visitor data capture, which remain surprisingly low for most wineries.

Curious about what’s driving these trends—and how you can respond?
View the full 2025 Mid-Year Trends Report →