As the wine industry in North America continues to mature there are clear trends that are emerging at wineries in all of the appellations with respect to how the wineries are choosing to cover the costs of exposing their wines to the consuming public. Every wine country worldwide has its own peculiarities and standards for tasting. Those standards in the "old world" regions of Europe are firmly established and not going through as many changes while those here in the states are continuing to evolve.

In much of Europe tasting is done at small store fronts in town close to or in the middle of the wine producing regions. These "shops" are merely a location for the winery away from the actual production facility, where they present their wines to consumers. Most charge a small fee. To actually taste at the winery's production facility in Europe an appointment is made and they are usually more open to accommodating a group where the arrangements have been secured by an importer, distributor or at times a travel agent.

In specific areas tasting can take on a slightly different form like in the storied wine region of Alsace in the Northeast corner of France. Traveling through the lovely countryside here it is common practice to pull up to a farm or vineyard, purchase a bottle of wine from the list and enjoy it at a picnic table in the yard, or some other casual area. Many times the proprietor will join you and enjoy the wine with you while explaining it.

Here in the states though wine tasting is still mostly done at the actual winery. Although an emerging trend is for a winery or wineries to set up a storefront in a location away from the production facility.

The result of this trend is yet to be determined as the concept is suffering from consumer resistance and competitive pressure. Many of these tasting rooms charge quite a lot to taste, and while they appear to be a standard retail concept they are clearly focused on offering only those wines from the wineries sponsoring the enterprise. No surprise there, however it is difficult to justify the tasting fees being charged when the lineup of wines does not change and little variety is offered.

Another clear trend developing is the almost universal application of tasting fees and the ever increasing level of those fees. From Walla Walla to Sonoma and Napa nearly every winery charges a fee to taste, and while $5 used to be a standard we now hear that $10, $15 and even $20 are the going rates in the more well known wineries in all of these areas! Many still credit the tasting fee back if you purchase wine but not all making the weekend of touring and tasting in wine country a different event.

The question then for consumers is what to do to address these ever increasing fees? The first idea is to support those wineries and others who do not charge by making some purchase when tasting there to help defer the costs of the event. Whatever purchase you make at a winery that does not charge for tasting helps support that business and allows them to continue their no charge practice. It is also a good idea to avoid the big event weekends. The crush of "tasters" on these weekends makes it virtually impossible for the wineries not to charge some fee to cover the demand. By avoiding these "event weekends" too you will likely have a better overall experience and receive more attention from the tasting room staff.

Another good practice is to have someone arrange the tasting for you. Whether it be through a distributor or through a retailer it will not only likely get you a reduced or eliminated tasting fee it will many times result in a tasting and tour more substantial than the one that results from just walking into a winery unannounced. As retailers we set up tasting for our customers all the time in California as well as the Northwest and can do the same in certain parts of Europe resulting in a great tasting and educational experience. When your favorite wine professional does this though it is again important to support the winery by making a purchase while there.

Finally try different wineries and wine regions that are more off the "beaten path." We always like trying new and different wines from producers we do not know quite as well. This is the fun part for us discovering new and unique things, and many of the lesser known wineries are less likely to charge the big dollars.

Whether your destination is Europe or domestic wine country there are still ways to enjoy the experience and not pay too much. The best way to accomplish that as a consumer is to be aware of the current trends, and discuss with your favorite wine professional how best to manage your trip.

If there is a topic you would like to read about or questions on wine you can email George@thedinnerpartyshop.com or make suggestions by contacting the Healthy Community section at the Coeur d'Alene Press.

George Balling is co-owner with his wife Mary Lancaster of the dinner party - a wine and table top decor shop in Coeur d'Alene by Costco. George is also the managing judge of The North Idaho Wine Rodeo and writes frequently for the online version of Coeur d'Alene Magazine at www.cdamagazine.com. You can learn more about the dinner party at www.thedinnerpartyshop.com.