Los Carneros · Sonoma County
Visit Roche Winery with a Private Chauffeur
A founding Carneros family's winery in its own Tipperary Vineyard, with barrel tastings and fireplaces on the Tasting Plaza, and a suggested six-hour day of tasting around it.
Book a Six-Hour Wine Tour
About the Winery
Doctors Joseph and Genevieve Roche practiced medicine in San Francisco and bought a ranch in southern Sonoma Valley in 1976 as a country escape for their young family, with no plan to grow grapes. A neighboring grape grower convinced them the land was ideal for it, and they planted their first vineyards in 1982, a year before the Carneros AVA was formed; the Roches are among its founding vintners. They founded Roche Winery in 1987, starting with 2,000 cases of Chardonnay and Pinot Noir, and sold the wines directly to their customers.
The second generation now owns and runs the winery under their son, Brendan Roche. Michael Carr, a UC Davis enology graduate, was assistant winemaker from 1991 to 1998 and has been winemaker since 2002, and Ned Hill, who grew up in Sonoma Valley with Brendan, farms the estate's 50 acres of Pinot Noir and Chardonnay. Each year the family bottles its most exceptional Pinot Noir as Cuvée Genevieve, in memory of Genevieve Roche.
The winery the family opened in 2019 sits on the valley floor in its Tipperary Vineyard, a 17,000-square-foot building with an indoor and outdoor Tasting Plaza, fireplaces, farm tables and views across the vineyards on the valley's western slopes. Barrel tasting of the coming vintage is offered daily here, the host's welcome is Irish and down to earth, and leashed dogs are welcome outside. There is also a catered picnic in the vineyard by reservation, and the family also pours at a tasting room on the Sonoma Plaza.
Tasting Fees
$35 for the Select Tasting of four wines and $45 for the Reserve Tasting of four reserve wines, each with futures tasted from the barrel. $65 for the seasonal 90-minute Vineyard & Winery Tour (Thursday to Saturday at 12:30, May to September, 4 to 8 guests). $57 for the vineyard picnic with lunch (wine extra). The private tasting and tour is priced on request.
Tasting fees as of September 2026. Wineries set and collect their own fees, and they change from time to time.
At a Glance
Location
22097 Bonness Road, Sonoma
AVA
Los Carneros
Visiting
The winery on Bonness Road is open daily 10:30 a.m. to 5 p.m.; walk-ins are welcome, and reservations are strongly recommended. Groups of 6 or more are by reservation only, and groups of 10 or more book through the office. The downtown tasting room at 122 West Spain Street is open daily from 11 a.m.
Known For
Carneros Chardonnay and Pinot Noir, Cuvée Genevieve, and barrel tastings of futures
Founded
1987 (vineyards planted in 1982)
Good to Know
The outdoor tasting area is dog friendly. Group tastings (6 or more) need a reservation, 48 hours ahead is strongly recommended, and add a 20% gratuity. Light bites are sold from the deli case, and charcuterie platters can be ordered ahead.
A Suggested Six-Hour Day
Pickup at 10:10 a.m. from a Sonoma hotel such as MacArthur Place or Ledson Hotel.
10:10 · Pickup at MacArthur Place or Ledson Hotel
MacArthur Place, a few blocks south of the plaza, is about 15 minutes from the Roche winery, and Ledson Hotel, on the east side of the Sonoma Plaza, about 20. Roche opens at 10:30, so we time the pickup for the opening. The day below fits a six-hour tour, and extra time can be added by the hour.
10:30 · Roche Winery
The Select Tasting ($35) or Reserve Tasting ($45), with a taste of the coming vintage from the barrel.
11:40 · LaRue
About 10 minutes away. Winemaker Katy Wilson's family label, about 500 cases a year of small-lot Sonoma Coast Pinot Noir and Chardonnay, poured at the family's farmhouse on Bonneau Road. The private, seated Collectors' Experience of six wines is $65, waived with a four-bottle purchase; plan on an hour to an hour and a half. Daily, by appointment only.
1:15 · Lunch at the girl & the fig
About 20 minutes away. French country cooking on the Sonoma Plaza, with a Rhône-focused wine list, cheese and charcuterie, and a garden patio. Open from 11:30 a.m. on weekdays and 10 a.m. on weekends. Prefer a picnic? We can arrange a catered picnic at a winery that allows one; the cost is quoted when you book.
2:25 · Three Fat Guys
About 10 minutes away. Three offensive linemen drafted by the same NFL team in 2006 started this winery, and Tony Moll, who grew up in Sonoma, runs it, often pouring in the tasting room himself; there is a garden out back. The Premier Wine Tasting Flight of five wines is $40, about 90 minutes. Open daily 11 a.m. to 5 p.m., with tastings until 3:30; reservations recommended.
3:55 · Back to your hotel
Back in Sonoma by 4:00 p.m., within six hours of pickup.
Three wineries is the right pace for a day of serious tasting. Three Fat Guys starts its last tastings at 3:30, so we keep lunch on schedule.
About $140 to $150 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 Roche Winery?
Walk-ins are welcome at the winery, but reservations are strongly recommended, and groups of 6 or more must book. When you book a tour with us, your chauffeur makes the reservation for you.
How much is a tasting at Roche?
$35 per person for the Select Tasting and $45 for the Reserve Tasting, as of September 2026. The seasonal Vineyard & Winery Tour is $65.
Is Roche Winery dog friendly?
Yes. The outdoor tasting areas at both the winery and the downtown Sonoma tasting room welcome dogs.
Who owns Roche Winery?
The Roche family. Joseph and Genevieve Roche founded it in 1987, and their son Brendan now runs it with the second generation.
Where is Roche Winery?
On Bonness Road in the Carneros, just south of the town of Sonoma, about 15 minutes from the plaza. The family also has a tasting room at 122 West Spain Street, on the plaza.
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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