In a captivating episode of Travel Tuesday, part of the Beard Bros Media Network, host Brian Appelgarth welcomed Teddy Cabugos, president of Sunstone Winery, to discuss the unique character of California’s hospitality industry and its future. Sunstone Winery, located in the picturesque Santa Ynez Valley, is not just a winery; it’s a pioneering luxury brand known for blending traditional wine culture with modern cannabis innovations.
The Foundation of Sunstone
Founded by Linda and Fred Rice, Sunstone Winery showcases a stunning French Bordeaux-inspired villa and a commitment to sustainable agriculture. During their initial vision, Linda was inspired by her travels in France, where she fell in love with the architecture of ancient monasteries and chateaus. The couple constructed their villa, importing its pieces across the ocean, establishing a unique destination for wine enthusiasts and tourists alike. Today, Sunstone’s expansive facilities, including tasting rooms, beautiful landscapes, and even historic caves, draw approximately 70,000 to 80,000 visitors annually.
Navigating Challenges in the Wine Industry
As an influential figure within California’s wine community, Cabugos provided his insights into current trends affecting the industry. He noted a significant shift in consumption habits, particularly among younger generations who are drinking less alcohol in favor of wellness options. This idea has prompted wineries to innovate, creating new products that appeal to changing consumer preferences.
“This generational shift isn’t just a phase; it reflects a broader cultural evolution towards healthier lifestyles,” Cabugos stated. He pointed out that the wine, craft beer, and spirits industries are at a critical juncture and must adapt to stay relevant.
Introducing Sunstone Spritz: A Gateway to Wellness
In response to these shifting consumer habits, Sunstone has embarked on a groundbreaking new venture: introducing low-dose, THC-infused beverages known as Sunstone Spritz. This innovation reflects a commitment not only to the wine industry but also to the burgeoning cannabis sector that complements tourism and hospitality.
Cabugos explained, “Our goal with the Sunstone Spritz was to create a refreshing option for consumers who want to relax socially without the effects of traditional alcohol.” The product is designed to be sipped leisurely, allowing guests who may choose not to drink wine to enjoy an equally enjoyable experience.
Aligning with Industry Trends
Cabugos emphasized that successful integration of low-dose THC beverages into hotels, restaurants, and events would provide a new dimension to California’s tourism industry. He referenced Minnesota, where the low-dose THC market has boomed, propelling businesses to new heights and creating educational opportunities for both consumers and producers.
With insights into the importance of safe access, Cabugos advocates for the inclusion of low-dose THC beverages in hospitality settings, matching the accessibility of traditional alcoholic beverages. “Imagine checking into a hotel and discovering a mini-bar featuring these unique beverages,” he suggested. Such offerings could cater to the evolving preferences of visitors seeking new experiences.
A Future Vision: Celebrating Agriculture and Craft Beverage Identity
As California prepares for globally significant events such as the World Cup and the Olympics, the opportunity for the state to showcase its agricultural and craft beverage innovations has never been more pronounced. Cabugos believes that with thoughtful storytelling and branding, California can position itself as a leader in low-dose THC beverages—highlighting the craftsmanship inherent in both wine and cannabis.
With the upcoming establishment of cannabis appellations set to begin in 2025, Sunstone aims to leverage its rich agricultural landscape to educate visitors about its dual commitment to wine and cannabis culture. “Providing experiences where guests can participate in harvesting and processing offers an engaging, educational backdrop,” he remarked, emphasizing the value of connecting consumers with the agricultural roots of these products.
Conclusion: A Call to Action for California’s Hospitality Sector
As Sunstone Winery moves forward, Cabugos is optimistic about the future of both wine and cannabis tourism in California. By merging wellness with traditional agricultural practices and hospitality, he believes that both industries can thrive and attract a broader audience.
In a moment where consumer preferences are rapidly evolving, and the demand for safe, non-inhalation alternatives is on the rise, Teddy Cabugos and Sunstone Winery are at the forefront of a new era in Californian tourism. By embracing innovation and nurturing the relationship between agriculture and hospitality, they are poised to redefine the experience economy in one of the world’s most celebrated wine regions.
For more information about Sunstone Winery and their innovative offerings, visit sunstonewinery.com and follow them on social media at @SunstoneWinery.
Tune in to Travel Tuesday for the latest updates in the intersection of culture and the cannabis industry. With more engaging guests and thought-provoking topics, every episode offers valuable insights for both newbies and professionals alike. Stay tuned!
