PT  - JOURNAL ARTICLE
AU  - Herrera, Axel
AU  - Bruno, Ellen M.
AU  - Steenwerth, Kerri
AU  - Everson, Alexandra
AU  - Lazcano, Cristina
TI  - Evaluating the Economic Viability of Regenerative Viticulture in Sonoma County, California
AID  - 10.5344/ajev.2025.25007
DP  - 2026 Jan 01
TA  - American Journal of Enology and Viticulture
PG  - 0770002
VI  - 77
IP  - 1
4099  - http://www.ajevonline.org/content/77/1/0770002.short
4100  - http://www.ajevonline.org/content/77/1/0770002.full
SO  - Am J Enol Vitic.2026 Jan 01; 77
AB  - Background and goals The transition to regenerative agriculture (RA) is gaining attention for its potential to enhance sustainability in viticulture, but questions remain about its economic feasibility. This study investigates the farm-level economic implications of transitioning to RA in the viticulture sector, with an application to California’s North Coast region, specifically Sonoma County.Methods and key findings We analyzed data from four vineyards to evaluate the financial outcomes of implementing RA practices (e.g., no-till, composting, and livestock integration) compared to conventional viticulture (CV) practices. Our findings reveal that CV and RA practices result in comparable profitability over a 30-yr time horizon, with RA averaging 5% lower in net present value across vineyards, assuming no change in yields. While in-house RA practices involve higher initial costs, they provide long-term benefits, including lower operational expenses, improved soil health, and additional revenue from sheep grazing integration. The profitability of RA is influenced by site-specific factors such as grape variety, vineyard layout, vine age, and density, as well as by the ability to maintain yields or obtain price premiums that compensate for potential yield reductions.Conclusions and significance The results of this study suggest that RA practices can achieve economic outcomes comparable to CV practices over the long term, particularly under the site-specific conditions of Sonoma County. Understanding the financial tradeoffs and benefits of RA can support growers in making informed decisions about transitioning to more sustainable viticulture practices.