California wineries just gained something producers in many other food and beverage industries have long relied upon: the ability to hear directly from consumers about what they like, what they don’t like, and why. Governor Gavin Newsom signed AB 1991 into law on September 18, creating a legal pathway for wineries, breweries and craft distilleries to conduct sensory tastings for market research.

Tasting Limitations

The new law restricts tastings with guardrails to keep the sampling focused on legitimate research. Participants must be 21 or older, incentives and promotional giveaways are prohibited, and research data cannot be used for advertising. Participant compensation is capped at $500, an individual may participate in no more than three tastings per year, and beverages tested during the research cannot be sold that same day. Retailers and wholesalers cannot participate.

The law also includes a five-year sunset, giving California an opportunity to evaluate how the program works in practice.

The Glass Half Full.

For California wine producers, AB 1991 is ultimately about making better-informed decisions before making expensive ones. Growing grapes and making wine require years of planning, investment and patience, and direct consumer feedback can help wineries refine products, explore new styles and better understand where to invest and innovate. In a rapidly changing marketplace, AB 1991 gives producers a valuable new tool to help reduce uncertainty and respond to evolving consumer tastes.