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Research Report

Evaluating the Economic Viability of Regenerative Viticulture in Sonoma County, California

View ORCID ProfileAxel Herrera, View ORCID ProfileEllen M. Bruno, View ORCID ProfileKerri Steenwerth, Alexandra Everson, View ORCID ProfileCristina Lazcano
Am J Enol Vitic.  2026  77: 0770002  ; DOI: 10.5344/ajev.2025.25007
Axel Herrera
1Department of Land, Air and Water Resources, University of California Davis, Davis, CA;
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  • ORCID record for Axel Herrera
  • For correspondence: axherrera{at}ucdavis.edu
Ellen M. Bruno
2Department of Agricultural and Resource Economics, University of California, Berkeley, CA;
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Kerri Steenwerth
1Department of Land, Air and Water Resources, University of California Davis, Davis, CA;
3USDA-ARS, Crops and Pathology and Genetics Research Unit, Davis, CA;
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Alexandra Everson
4Jackson Family Wines, 425 Aviation Boulevard, Santa Rosa, CA.
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Cristina Lazcano
1Department of Land, Air and Water Resources, University of California Davis, Davis, CA;
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Data supplements

  • Supplemental Table 1  Main inputs and outputs of initial data collected from interviews on the four vineyards studied. Q, quantity; EV, electric vehicle; UTV, utility terrain vehicle; ATV, all terrain vehicle; Mg, Megagram.

    Supplemental Table 2  Economic comparison of different discount rates (DR) and time horizon analysis of 1 ha for the conventional viticulture (CV) and regenerative agriculture (RA) management scenarios. Net present value (NPV) difference = RA − CV. The main analysis uses a 30-yr time horizon (see Equation 1), while this table includes additional time horizons and discount rate combinations to explore sensitivity. Mg, Megagram.

    Supplemental Table 3  Net present value (NPV) comparison across yield and price scenarios for four vineyards at a 4% discount rate (DR) and two time horizons (25 and 30 yr). Values represent the NPV difference between regenerative agriculture (RA) under each scenario (Optimistic, minor yield declines and higher prices; Pessimistic, larger yield reductions and lower prices) and the conventional viticulture (CV) baseline from Supplemental Table 2. Bold text highlights the only scenario with a positive profit.

    Appendix 1  Economic questionnaire: Cost-benefit analysis in vineyards using regenerative practices.

    Appendix 2  More information and sources on how the costs and benefits from the winegrape production systems were estimated.



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Open Access
Evaluating the Economic Viability of Regenerative Viticulture in Sonoma County, California
View ORCID ProfileAxel Herrera, View ORCID ProfileEllen M. Bruno, View ORCID ProfileKerri Steenwerth, Alexandra Everson, View ORCID ProfileCristina Lazcano
Am J Enol Vitic.  2026  77: 0770002  ; DOI: 10.5344/ajev.2025.25007
Axel Herrera
1Department of Land, Air and Water Resources, University of California Davis, Davis, CA;
  • Find this author on Google Scholar
  • Find this author on PubMed
  • Search for this author on this site
  • ORCID record for Axel Herrera
  • For correspondence: axherrera{at}ucdavis.edu
Ellen M. Bruno
2Department of Agricultural and Resource Economics, University of California, Berkeley, CA;
  • Find this author on Google Scholar
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  • Search for this author on this site
  • ORCID record for Ellen M. Bruno
Kerri Steenwerth
1Department of Land, Air and Water Resources, University of California Davis, Davis, CA;
3USDA-ARS, Crops and Pathology and Genetics Research Unit, Davis, CA;
  • Find this author on Google Scholar
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  • ORCID record for Kerri Steenwerth
Alexandra Everson
4Jackson Family Wines, 425 Aviation Boulevard, Santa Rosa, CA.
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Cristina Lazcano
1Department of Land, Air and Water Resources, University of California Davis, Davis, CA;
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  • ORCID record for Cristina Lazcano

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Evaluating the Economic Viability of Regenerative Viticulture in Sonoma County, California
View ORCID ProfileAxel Herrera, View ORCID ProfileEllen M. Bruno, View ORCID ProfileKerri Steenwerth, Alexandra Everson, View ORCID ProfileCristina Lazcano
Am J Enol Vitic.  2026  77: 0770002  ; DOI: 10.5344/ajev.2025.25007
Axel Herrera
1Department of Land, Air and Water Resources, University of California Davis, Davis, CA;
  • Find this author on Google Scholar
  • Find this author on PubMed
  • Search for this author on this site
  • ORCID record for Axel Herrera
  • For correspondence: axherrera{at}ucdavis.edu
Ellen M. Bruno
2Department of Agricultural and Resource Economics, University of California, Berkeley, CA;
  • Find this author on Google Scholar
  • Find this author on PubMed
  • Search for this author on this site
  • ORCID record for Ellen M. Bruno
Kerri Steenwerth
1Department of Land, Air and Water Resources, University of California Davis, Davis, CA;
3USDA-ARS, Crops and Pathology and Genetics Research Unit, Davis, CA;
  • Find this author on Google Scholar
  • Find this author on PubMed
  • Search for this author on this site
  • ORCID record for Kerri Steenwerth
Alexandra Everson
4Jackson Family Wines, 425 Aviation Boulevard, Santa Rosa, CA.
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  • Search for this author on this site
Cristina Lazcano
1Department of Land, Air and Water Resources, University of California Davis, Davis, CA;
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  • Search for this author on this site
  • ORCID record for Cristina Lazcano
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