October 5, 2026 (Saint Helena, CA) — Wineries doing business in California will soon have another tool to connect with consumers following the passage and signing of legislation sponsored by Napa Valley Vintners (NVV). Beginning January 1, 2027, Senate Bill 1273 will allow wineries to use video on social media to promote winemaker dinners and tasting events held at retailer premises.
The new law builds on an advocacy effort NVV began nearly a decade ago to modernize California’s tied-house laws for the way wineries communicate with consumers in promoting those events.
Through seminars on compliance and legal guidance for its members, NVV identified restrictions that made it difficult for wineries to promote certain events held at restaurants and other licensed retailers. In 2017, NVV began pursuing changes to the law, leading to the passage of NVV-sponsored AB 2452 in 2018. The legislation expanded the information wineries could share when promoting eligible events by eliminating the prohibition of pictures and illustrations and allowing for reposting on social media.
The legislation marked an important step forward, yet video was expressly excluded. As video became an increasingly important way for businesses to reach consumers, NVV continued to look for an opportunity to address the remaining restriction and ultimately sponsored SB 1273.
“The way consumers discover wineries and events has changed dramatically since these rules were last updated in 2018,” said Michelle Novi, in-house counsel for Napa Valley Vintners. “Video is now one of the most effective ways to reach consumers, especially for small, independent wineries with limited marketing resources. This legislation brings the law in line with how people communicate today and gives wineries across California another important tool to connect with consumers.”
NVV represents the interests of its nearly 550 member wineries and the Napa Valley wine region at the local, state, federal and international levels. The organization collaborates with members, policymakers and industry partners to identify issues affecting wineries and pursue solutions that support their businesses and the broader wine industry.
SB 1273 demonstrates that advocacy in action. SB 1273 was authored by State Senator Christopher Cabaldon and coauthored by Senator McNerney and Assemblymember Aguiar-Curry. NVV worked with outside counsel Dickenson Peatman & Fogarty and NVV’s Sacramento lobbyist Platinum Advisors on the development and passage of SB 1273.
About Napa Valley Vintners
The Napa Valley Vintners nonprofit trade association has been cultivating excellence since 1944 by inspiring its nearly 550 members to consistently produce wines of the highest quality, provide environmental leadership and care for the extraordinary place they call home. NVV has invested more than $248 million in community healthcare, youth development and the environment in Napa County. Learn more at napavintners.com.
