Napa, Calif. -- Just as the Internet has upended the way Americans buy books and make restaurant reservations, it could also change the way they arrange visits to wineries. And after a few quarters of results, the data suggest a major change in preferences.

VinoVisit, one of the two companies attempting to create “Open Table” type systems for winery visits (Cellar Pass is the other), has released three quarters of data on how its patrons have booked appointments, including thousands of visits processed in the third quarter of this year.

One-third of the reservations are booked after business hours, when most winery staff is gone, and that number is rising. “The biggest change we’ve seen is that a lot more people are using the system after hours compared to earlier quarters,” says Bob Iannetta, executive vice president of sales for VinoVisit.

It’s not clear whether the change results because the system is so new that people are just realizing they can book later, or if it’s related to seasonal activity.

It’s likely that more and more people will book after hours if the systems become widespread, as that’s the time when most can plan and arrange personal matters. Of course, some people in other time zones might want to book before wineries in California are open, too. On average, people book tours 16 days in advance, but many do it at the last minute and some long in advance; 206 days is the longest recorded interval. In many cases, this gives wineries times to suggest added offerings, such as extended tours, reserve tastings and food and wine pairings. CURRENT NEWS INDEX »