Napa · Napa Valley
Visit Identity Wine Co. with a Private Chauffeur
Every tasting is led by owner and winemaker Pablo Antonio Suarez inside a working custom crush winery in Napa's Crusher District, and a suggested six-hour day of tasting around it.
Book a Six-Hour Wine Tour
About the Winery
Pablo Antonio Suarez left a sales job in Florida in 2018 for a harvest internship at the Truchard family estate in Carneros. That fall he picked half a ton of Truchard Merlot and a private block of Oak Knoll Cabernet with family and friends, and those grapes became the first "First Pick" wines under his own label. He is still the owner and the only winemaker.
Suarez buys from small family growers who farm sustainably, organically or biodynamically, some in known places like Carneros and the Oak Knoll District, others well off the beaten path, such as Vine View Ranch in Mendocino's Yorkville Highlands. The wines are made by hand in small lots, unfined and unfiltered, at Holman Cellars, a custom crush winery in the Napa Valley AVA just south of downtown Napa.
A visit feels like a cellar visit with a friend in the trade. Pablo hosts every tasting himself among the tanks and barrels, and the lineup changes with what is on hand: a run of Viognier vintages one day, current releases with an unreleased bottle or a barrel sample the next. Groups are eight at most, and guests ask him anything about how the wines are made.
Tasting Fees
$60 for the Winemaker's quick seated tasting and $125 for the Winemaker's Private Tour + Tasting, each for up to 8 guests. Durations are not published. Club members taste free.
Tasting fees as of September 2026. Wineries set and collect their own fees, and they change from time to time.
At a Glance
Location
Napa
AVA
Napa Valley
Visiting
By prior appointment only, prepaid and confirmed by email. Days and hours are not published; we set the time on your behalf. Tastings are at Holman Cellars in Napa's Crusher District, south of downtown; the suite is confirmed with the booking.
Known For
Small-lot, minimal-intervention wines, from the "First Pick" Oak Knoll Cabernet Sauvignon and Truchard Merlot to Tempranillo and Viognier
Founded
2018 (first vintage)
Good to Know
Everyone in the party must be 21 or over, including non-tasters, because it is a working winery. Up to 8 guests. Tastings are prepaid. Club members taste free, with snacks.
A Suggested Six-Hour Day
Pickup at 10:00 a.m. from a nearby hotel such as Andaz Napa or Archer Hotel Napa.
10:00 · Pickup at Andaz Napa or Archer Hotel Napa
Both hotels are in downtown Napa, about 8 minutes from the Crusher District. Identity confirms each appointment by email, so we lock in the start time when we book. The day below fits a six-hour tour, and extra time can be added by the hour.
10:15 · Identity Wine Co.
The quick seated tasting with Pablo ($60); the length is not published, so we allow about an hour. The Private Tour + Tasting ($125) adds a walk through the winery and moves the rest of the day back about 30 minutes.
11:35 · Chris Corley Wines
About 15 minutes away. Second-generation Napa winemaker Chris Corley and winegrower Julianna Corley pour current and library wines with light bites in the middle of a working vineyard, the vines close enough to touch. The Private Tasting is $75; we allow about 90 minutes. By reservation only, with very limited seatings; the vineyard location is confirmed with the booking.
1:20 · Lunch at Bistro Don Giovanni
About 15 minutes away. Lunch at Bistro Don Giovanni, an Italian restaurant among the vineyards on Howard Lane, a valley favorite for more than 30 years, open daily from 11:30 a.m. Prefer a picnic? We can arrange a catered picnic at a winery that allows one; the cost is quoted when you book.
2:40 · Lewis Cellars
About 15 minutes away. A Stags Leap District estate on the Silverado Trail, founded by Randy Lewis, who raced in five Indianapolis 500s before turning to wine; its 2013 Napa Valley Cabernet was Wine Spectator's Wine of the Year in 2016. The Legacy Tasting is $80; we allow about an hour. Open daily 10 a.m. to 4:30 p.m.; reservations highly recommended, up to six guests per seating.
3:50 · Back to your hotel
Back by about 4:05 p.m., about six hours after pickup.
Optional: Bazán Cellars
Adds about an hour. A family label from the vineyard manager who once ran To Kalon and Opus One, poured in downtown Napa. Walk-ins are welcome Thursday to Monday, though reservations are encouraged; the Tradition Tasting is $60, and the last tasting is seated at 5 p.m.
About $215 to $280 per person in tasting fees for the three wineries, paid directly to each winery.
Identity sets times by email and Chris Corley's seatings are very limited, so we confirm both before the day is final. Bazán is closed Tuesday and Wednesday. Three wineries is the right pace for a day of serious tasting. The fourth stop is there if the day allows.
Every tour is custom. This day is a starting point: your chauffeur will shape it around what matters to you, and we plan multi-day tours for guests who want to see more of wine country.
Your Vehicle & Six-Hour Tour Rates
Up to 6 guests
Elite Luxury SUV
Lincoln Navigator or Cadillac Escalade
From $750
Six-hour wine tour, plus 20% gratuity. Additional hours $125 each.
Up to 9 guests
Jet Sprinter or Executive Luxury Van
Captain's chairs and room to spread out
From $1,350
Six-hour wine tour, plus 20% gratuity. Additional hours $225 each.
Larger groups travel in more than one vehicle, and we plan the winery appointments around your group, since many wineries limit groups to 6 to 8 guests. Tasting fees are separate and paid directly to each winery. Every tour starts with six hours; add time by the hour when you book.
Questions
Do I need a reservation at Identity Wine Co.?
Yes. Every tasting is booked by prior appointment, prepaid and confirmed by email. When you book a tour with us, your chauffeur makes the reservation for you.
How much is a tasting at Identity Wine Co.?
$60 per person for the Winemaker's quick seated tasting and $125 for the Winemaker's Private Tour + Tasting, as of September 2026.
Can children visit Identity Wine Co.?
No. It is a working winery, so everyone in the party must be 21 or over, even those not tasting.
Who owns Identity Wine Co.?
Pablo Antonio Suarez, the owner and winemaker, who started the label after his 2018 harvest internship at the Truchard estate in Carneros.
Where are Identity wines made?
At Holman Cellars, a custom crush winery in Napa's Crusher District just south of downtown, where the tastings are held.
How does booking a tour with Bien Chauffeured work?
Reserve a six-hour tour online, even if your plans are still taking shape. Your chauffeur will email you first to learn what matters to you, then build your itinerary and make the winery appointments. Extra hours can be added.
Reserve Your Tour Now, Plan the Details Later
Your plans don't need to be final to book. Reserve your six-hour tour online, and your chauffeur will email you first to learn what matters to you, then build your itinerary and make the winery appointments. Prefer to talk? Call our concierge at 888-291-2328.
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