Treasury Wine Estates is closing its public tasting room at Asti, which is home to its Souverain and Cellar No. 8 brands in the Alexander Valley north of Healdsburg.
The company, formerly part of the Foster's Group until it was spun off in May to form a separate, publicly traded wine business, decided to close the public tasting room and focus on private tastings and events.
“We had to take a hard look at the business model, and the visitor traffic was not enough for the current setup as a daily tasting room,” said spokeswoman Nicole Carter.
Foster's opened the tasting room in May 2008. Now Treasury Wine Estates will focus on generating money by renting out the facility for corporate tastings, weddings and other events. The public tasting room will close Saturday.
“It's been more profitable to have private groups come and use the site,” Carter said.
Production for the two wines will remain at Asti.