Sonoma Valley · Sonoma County
Visit FRESCO with a Private Chauffeur
Natural wines from organically and regeneratively farmed Sonoma Valley vineyards, with guided tastings by appointment, and a suggested six-hour day of tasting around it.
Book a Six-Hour Wine Tour
About the Winery
FRESCO, short for Fresh Wine Co., is the natural wine label of winemaker Jack Sporer, whose family has deep roots in the Sonoma Valley. Jack founded Magnolia Wine Services, a shared winemaking space on 8th Street East a few miles from the Sonoma Plaza, with his uncle Will Bucklin of Old Hill Ranch in early 2020. It is now home to about two dozen brands, and Bedrock Wine Co. is next door.
FRESCO buys only from organically and regeneratively farmed vineyards, and shares costs and risks with growers who convert conventional vineyards to organic farming. The wines ferment with native yeast, are bottled without fining or filtration, age in neutral French oak and are all fermented dry. The range runs from rosé, orange wine and pét-nat to fuller reds such as Primitivo and Cabernet Sauvignon.
Tastings are guided by a member of the team and take in five wines: current releases, library selections and experimental projects. FRESCO is also part of Dos' Bar, a natural wine tasting bar and collective in a remodeled Odd Fellows hall on the Sonoma Plaza. It is a good stop for anyone curious about low-intervention wine. We confirm the details when we book.
Tasting Fees
$40 per person for a guided tasting of five wines, including current releases, library selections and experimental projects. Waived with a wine club signup. We confirm the current price when we book.
Tasting fees as of October 2026. Wineries set and collect their own fees, and they change from time to time.
At a Glance
Location
Dos' Bar, 521 Broadway, Sonoma
AVA
Sonoma Valley
Visiting
Guided tastings by appointment, scheduled by email (freshwineco@gmail.com). Days and hours are not published, so we confirm the time and place when we book. FRESCO also pours at Dos' Bar, 521 Broadway on the Sonoma Plaza.
Known For
Natural, dry-fermented wines from organically and regeneratively farmed Sonoma vineyards, including rosé, pét-nat, Primitivo and Cabernet Sauvignon
Founded
Good to Know
The wines are bottled without fining, filtration or cold stabilization. Wine club members get shipping discounts and free tastings at the release pickup parties, held three times a year. The tasting fee is waived with a club signup.
A Suggested Six-Hour Day
Pickup at 10 a.m. from a nearby hotel such as Sonoma Valley Inn or El Dorado Hotel. Every stop is within about 10 minutes of the plaza.
10:00 · Pickup at Sonoma Valley Inn or El Dorado Hotel
Sonoma Valley Inn is a block west of the Sonoma Plaza, and El Dorado Hotel sits on the plaza itself, so the first stop is only a few minutes away. Every stop today is within about 10 minutes of the next. Extra time can be added by the hour.
10:10 · Bedrock Wine Co.
About 3 minutes away. FRESCO's neighbor and grape source, pouring old-vine wines in General Joseph Hooker's 1850s house off the plaza. The Bedrock Heritage Tasting is $45, by appointment from 10 a.m.; plan on about an hour.
11:25 · FRESCO (Fresh Wine Co.)
A few minutes away. A guided tasting of five FRESCO wines with a member of the team ($40 per person), by appointment. Plan on about an hour; we confirm the time and place when we book.
12:40 · Lunch at El Dorado Kitchen
A few minutes away. Lunch at El Dorado Kitchen, the restaurant of the El Dorado Hotel at the corner of First Street West and Spain Street on the plaza. We confirm hours when we book. Prefer a picnic? We can arrange a catered picnic at a winery that allows one; the cost is quoted when you book.
2:10 · Sangiacomo Family Wines
About 8 minutes away. Tastings on the terrace of a family ranch farmed since 1927, two miles south of the plaza. Sip Sangiacomo, four wines at the Terrace Bar, is $40 and takes about 60 minutes; the Signature Terrace Tasting & Vineyard Tour is $55, about 90 minutes.
3:40 · Back to your hotel
Back by 4:00 p.m., six hours after pickup.
FRESCO does not publish tasting days or hours, so we confirm its appointment first and arrange the day around it. Bedrock is open daily by appointment from 10 a.m. Sangiacomo is closed on Tuesday; on a Tuesday we visit Gundlach Bundschu instead.
About $125 per person in tasting fees for the three wineries, paid directly to each winery.
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 FRESCO?
Yes. Guided tastings are by appointment, scheduled by email. When you book a tour with us, your chauffeur makes the reservation for you.
How much is a tasting at FRESCO?
$40 per person for a guided tasting of five wines, waived when you join the wine club. We confirm the current price when we reserve, as of October 2026.
Where do guests taste FRESCO wines?
FRESCO is part of Dos' Bar, a natural wine tasting bar and collective at 521 Broadway on the Sonoma Plaza. The wines are made at Magnolia Wine Services on 8th Street East. We confirm where your tasting is held when we book.
Who makes FRESCO?
Winemaker Jack Sporer, whose family has deep roots in the Sonoma Valley. He founded Magnolia Wine Services, a shared winemaking space, with his uncle Will Bucklin in early 2020.
What is FRESCO known for?
Natural wines from organically and regeneratively farmed Sonoma vineyards, fermented with native yeast, bottled without fining or filtration, and all fermented dry, from rosé and pét-nat to Primitivo and Cabernet Sauvignon.
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 833-915-2436.
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