The eye-watering price wealthy wine buffs pay to do hard labor at ‘grape camp’ for an ‘I Love Lucy’ moment

What was once seen as hard labor is now the latest must-have getaway for wealthy wine lovers.

Vinophiles are dropping thousands to go to a ‘Grape Camp’ in Sonoma County, California, and do the hard labor of wine making by engaging in every part of the process.

The camp dubbed the ‘ultimate Sonoma county wine country immersion trip’ cost people $5,000 for one person and $7,500 for a couple.

For the sky-high price tag wannabe sommeliers got gourmet meals, lodging and three days of grape-fueled labor. The fruits of their labor will be made into a rosé next year.

Among the activities was the chance for participants to recreate their very own iconic ‘I Love Lucy’ moment.

One participant described that she dutifully ‘took off her shoes, sanitized her feet and waded into a giant vat filled to the brim with juicy grapes’ during a September trip, according to the Wall Street Journal.

Per the Journal, participants immediately equated it to an ‘I Love Lucy’ episode in which Lucille Ball waded knee deep into a barrel of grapes and smashed them with her feet.

But, the concept of paying top-dollar to get your hands, and feet, dirty was mocked by many outsiders.

One of the most anticipated experiences of the camp was grape smashing in which participants got to stomp on the grapes

Many participants equated the experience to an episode of ‘I Love Lucy’

‘If they’d pay five grand to pick and stomp on grapes, I wonder what they’d pay to mow and edge my lawn,’ said one commenter under the Journal’s review of the event.

‘Ahh, the idle follies of the wealthy. I used to do manual labor as well! In fact, I still do,’ another added. ‘Sometimes I enjoyed it, often a lot, however, I don’t recall every paying for the privilege.’

‘Paying $5,000 to work on a farm?,’ a third chimed in. ‘Me thinks these people had too much to drink when they signed up.

‘And I’m tired of hearing about California wine troubles… they’re just too expensive. Not our fault all these people paid too much for farmland and faux chateaus,’ they added.

But, Grape Camp’s organizer Karissa Kruse told the Daily Mail that well-to-do campers felt it was well worth their money.

‘Every moment is thoughtfully curated to showcase the best of Sonoma County,’ she said.

‘Every detail from lodging and transportation to tastings and vineyard experiences is included and flawlessly executed, allowing guests to simply arrive, relax, and immerse themselves fully.’

Sonoma County is known for its wine and is home to more than 400 wineries, many of which offer free tastings.

At Grape Camp, participants get to experience every step of the winemaking process

Grape Camp’s organizer said that the experience is a mix of relaxation and immersive learning

According to the Drinks Business, wine tourism is growing in popularity all over the world and now accounts for a quarter of global wine revenue.

Across more than 1,300 wineries in 47 countries, 88 percent currently offer tourism activities, whether that be tasting, tours, or experiences.

Kruse said one camper called the camp ‘a beautiful blend of education, community, and joy.’

Harvest season in California’s wine country is from August to November.

During that time, farmers often work through the night or wake at dawn to pluck the perfect grapes. So rain or shine, the campers were also there.

‘It was a rare chance to roll up their sleeves, truly understand what it takes to grow and make world-class wines, and literally stomp some grapes,’ said Kruse.

According to the itinerary, guests spent the first day enjoying the ‘region’s signature hospitality’ before embarking on their weekend of working, wining, and dining.

On day two, guests enjoyed a luxury breakfast and a behind the scenes tour of the crush pad, fermentation tanks, barrel rooms and cellars before the grape stomping.

Grape Camp participants joined professional grape pickers in the field rain or shine

The bucket list excursion is just one of hundred of wine experiences in Sonoma County

On the final day, guests stepped into the vineyard to embrace the life of a wine maker and harvested their own produce for dinner.

Teams even participated in a wine-making competition in which they were given a base wine and had to mix other varietals to create a unique blend. A local winemaker judged the blends and awarded a winner.

‘Grape Camp’ was started in 2007 by Sonoma Wine Growers, a coalition of winery families in the area.

It promised participants would ‘work a little, eat a lot, meet the locals who do this for a living and drink the results of your labor.’

However in 2017 the camps stopped due to a shift in strategy and the global pandemic then hindered its return.

Two former campers messaged the event’s organizer again and again anxiously awaiting the return of the weekend of labor as leisure.

‘Their enthusiasm and memories of harvest in Sonoma County never faded, reminding us how deeply Grape Camp had resonated with those fortunate enough to experience it,’ said Kruse.

After the success of September’s camp, it will return again in fall next year.

Wine tourism now equates for a quarter of global wine revenue. A vineyard in Sonoma County is pictured

Kruse acknowledged that paying to labor is a luxury, but she said the expensive work had a deeper purpose.

‘Proceeds support Sonoma County Winegrowers’ mission to preserve family farms and sustain the region’s agricultural legacy for future generations,’ she said.