Three Types of Luxury in Wine Tourism and How to Discover Yours

Not all luxury comes in a crystal glass. Sometimes, it shows up in the stillness of a vineyard at sunset,in the attentive gesture of the person serving you,in the wine you sip slowly while listening to the story of the one who made it.

If there’s one thing I’ve learned after years on the road (and many glasses in hand), it’s that true luxury in wine tourism isn’t about the price of the bottle it’s about the intention behind the experience.

And since luxury can take many forms,I thought I’d share the three most striking styles I’ve come across in my journeys.

Who knows maybe one of them speaks to you... or maybe all three will.

Classic Luxury: Tradition, sophistication, and timeless excellence

You know those wineries that look like castles? Where every room tells a centuries-old story and the service is led by people who know each wine like it’s their own child?That’s the world of classic luxury.

It’s for you if...You love the ritual. You enjoy being guided by experts, hearing about historic vintages, and diving into tradition with elegance. For you, enjoying a great wine is almost sacred.

Where to find it: Bordeaux, Napa Valley, Tuscany, Colchagua Valley (Chile)

Sommelier’s tip (yes, it’s me!): Try a vertical tasting (different vintages of the same wine) or tours led by the head winemaker. Here, luxury is all about depth and access.

Sensory Luxury: Less show, more presence and feeling

This is my favorite kind of luxury…The kind that doesn’t need to shout it moves you gently. It lives in the way sunlight fills the tasting room, in the earthy scent of the vineyard, in the sound of footsteps between the vines. It’s found in places that awaken all the senses with honesty and beauty.

It’s for you if...You love nature, unfiltered beauty, well-made food, and wines that tell a real story. You don’t just want to see you want to feel.

Where to find it: Alentejo, Mendoza, Okanagan Valley (Canada), Casablanca Valley (Chile)

Sommelier’s tip: Book wine-paired lunches, sunset visits, or picnics in the vineyards. The golden hour changes everything: the wine, the mood, the sense of time. Here, luxury is all about presence.

Quiet Luxury: Personalization, exclusivity, and a human touch

This is the kind of luxury that whispers your name (yes, I’m a fan too!). It shows up in a private tour designed just for you, in a winemaker who sits down at the table to share stories of their land, in a bottle of wine you’ll only find there.

It’s for you if...You prefer intimate experiences, want to stay far from the crowds, and value genuine human connection. You like being called by name, and living something truly yours, no copy-paste itinerary.

Where to find it: Uruguay (Canelones, Carmelo), Friuli (Italy), Cafayate (Argentina), boutique wineries in Chile

Sommelier’s tip: Ask about wines that aren’t exported. They’re often the most special ones, small-batch gems made with heart and soul, hidden treasures that don’t appear in the catalog.

Your kind of luxury, your own way

If there’s one thing wine has taught me, it’s that there’s no one right way to experience luxury.

It can be in the sparkle of crystal at a grand estate,or in the dusty floor of a small cellar where the entire family makes wine by hand.

True luxury is what makes sense to you. It’s what stirs emotion. It’s what touches you. It’s what stays.

Want help planning a soulful wine journey that matches your style, pace, and taste? I’d love to help you live experiences that truly enchant.

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