The sun shone brightly on this year’s Sonoma County Wine Celebration, where more than 200 guests showed up for the live auction and elaborate multi-course wine lunch. Held at Cline Family Cellars, auction attendees were in a celebratory mood and enjoyed exploring the massive estate, complete with its beautiful gardens, ponds, and surrounding vineyards.
Since its beginning in 1988, the auction has raised $44 million for local charities. This year’s event was a two-day affair, beginning with a welcome reception at Bricoleur Vineyards, located outside of Healdsburg. This was followed by a series of dinners hosted by various Sonoma County wineries.
Motivations to Attend Sonoma County Auction
As I wandered around the winery grounds, I asked people why they attended the annual event and how it was significant for them.
“We have attended the Sonoma County Wine Celebration for 19 years now, and look forward to returning again next year to celebrate our 20th year of attendance,” auction attendees, Rob and Jeannine Irwin, told me.
As avid auction supporters, the Irwins and their friends from Tulsa, Oklahoma, believe it has a positive effect. “We have seen the impact from the funds raised for those who need it most. We continue to return to Sonoma not only for the world-class wine and food, but for the friends we have made among the people of Sonoma County.”
Tiffany Wolfe, a visitor from San Diego, said, “My husband and I attended last year for the first time and really enjoyed it. So we’ve returned again this year, because it is a good cause, and we enjoy spending time in Sonoma wine country.”
Other attendees were visibly moved when viewing a video of the impact of the auction donations to the K-3 Proficiency Project, showing that 59% of third-grade students are not reading proficiently. The majority of auction proceeds go to supporting this program, because learning how to read by third grade is considered to be a critical point in a child’s life and determines future success in school and the work world.
In fact, it was most likely due to this video and the impassioned speech by project co-founder, Gary Nelson, that this auction lot, called Fund-A-Need Paddle Raise, was the highest-grossing lot at $590,000. Gary also pledged to match up to $250,000 in donations.
Other high-selling auction lots were #15 – Ultimate Knights Valley Experience, bringing in $29,000; #21-VIP Access to the 2026 Sonoma County Wine Celebration, purchased for $25,000; and #13 – Wine & Dine With Sonoma County’s Leading Ladies, for $22,000.
Winery Motivations to Support the Celebration
As I spoke with winery representatives, it was obvious that a strong sense of supporting the community and giving back to others were major motivations.
“Wine and philanthropy are at the heart of Sonoma County, and the Sonoma Wine Celebration beautifully brings them together. The generosity and spirit in the tent, shared by consumers and industry icons alike, truly embodies the power of community, charity, and camaraderie,” said Alexandra O’Gorman, VP of Community Relations for Foley Family Vineyards.
Rodney Strong Winery, another large family winery in Sonoma County, was also very supportive. “Here, we have the opportunity to gather to raise a glass and our paddles. We’re not just celebrating one of the best winemaking regions, we’re supporting the people of this great community in a powerful literacy educational program,” contributed Anthony “AC” Capobianco, Senior VP Global Sales & Marketing.
So many wineries chimed in on the benefits of the Sonoma County Wine Celebration that it is not possible to list them all here, but the following are a few quotes:
Emeritus Vineyards – “It’s all about the community and the auction guests coming together to create joy. There is no nicer package,” said Hilary Berkey, Director of Operations, Sales, and Marketing.
Williams Selyem – “It is now more important than ever for us to work together to lift up the community. Bert and Ed, our founders, always focused on building relationships within the community. They didn’t own a vine, but they bought grapes from all the growers, and they paid upfront in cash,” stated Philip O’Conor, VP of Sales & Marketing.
Linked Vineyards – “We are all neighbors here in Sonoma County and we want to support the next generation. No one should be left behind. There’s no nobler cause than supporting young children and education,” contributed Drew Johnson, Co-Owner.
Cline Family Cellars – “It’s important to honor the legacy of the Sonoma County Wine Celebration. With 10% of Sonoma County vineyards being ripped out right now (due to declining wine consumption), we want to collaborate with other vineyards and wineries to support the community in any way we can,” added Fred Cline, Owner.