Cinnabar, a long-standing winery in Saratoga, will close its downtown wine bar on March 30, 2023, citing declining patronage and industry challenges exacerbated by the pandemic. Owner Ron Mosley has witnessed a shift in customer demographics, with younger consumers favoring hard seltzers and older patrons drifting away from wine. While special events provided brief spikes in sales, mounting expenses made the operation unsustainable. Cinnabar plans to focus on its winery and tasting room in Gilroy, reflecting shifting trends in the local wine landscape and community dynamics.
Mosley expressed that "It's sad for us to leave, of course. It took me agonizing a year to make this decision due to the challenges we've faced."
He noted that "business has been difficult ever since the pandemic. Foot traffic declined and the customer base is aging out of drinking wine."
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