In the sleepy Santa Ynez Valley in Santa Barbara County, you’ll find over 100 vineyards. And where there are day-drinkers, there is Uber. Everyone’s favorite transportation disrupters, Uber has launched UberWine to break into the self-directed wine tour market. The drivers wait in the parking lot of the wineries while you swill your syrah, making them the equivalent of a personal wine chauffeur at around $35-45/hr.
Of course, wherever there is Uber, there is also controversy. Official wine tour companies in the area carry intensive insurance and their drivers have a special license, leading them to complain that Uber has an unfair advantage.