McPrice Myers’ journey into wine started when he was working at a grocery store as a young adult. He later realized the introduction would save his life from tumbling along a “path for no good.”
Have a taste
McPrice Myers Wines is located at 3525 Adelaida Road in Paso Robles. It’s open daily from 11 a.m. to 5 p.m. Shop online, book a tasting, and see a list of upcoming events by visiting mcpricemyers.com. Follow on Instagram @mcpricemyerswines.
“I worked at Trader Joe’s down in LA, and I was lucky enough to be able to taste a little bit of wine,” he told New Times. “It was one of those moments that you taste something and you realize the history.”
Now up in Paso Robles, he believes today’s younger generations aren’t drinking much at all and definitely not consuming much wine. In his experience, adults are introduced to wine in their 30s or 40s as opposed to their 20s. Myers, a winemaker himself, wants to break that barrier.
In March, McPrice Myers Wines announced a program that makes exposure to the industry more attainable for local and visiting students. Tasting without financial pressure helps even the playing field.
“When we first got into wine, you could walk into a place, and most times it was complimentary,” Myers said. “So you could actually taste five wines complimentary and gain some knowledge.”
At his Paso Robles tasting room, all college kids with a valid student ID who are 21 and older only pay $10 instead of the winery’s regular rate of $25. The fee is normally waived with a $75 purchase, but for students the price is lowered to $45.
Plus, all wine and viticulture students receive a complimentary flight.
The winery is hoping to draw students from Cal Poly, Cuesta College, Allan Hancock College, and even visitors from state schools in Fresno and Monterey Bay.
Since many wine drinkers are 45 and older, Myers said he wants to expand the demographics. The winemaker believes when people are introduced early on, it’s easier for them to get comfortable discovering what they like to drink.
“Wine hasn’t been as accessible the last few years—10 years, 15 years—for young people. I think that we’re really seeing that now,” Myers said.
He moved to wine country and established his label in 2002. McPrice Myers Wines grows around 27 acres of estate grapes in the Adelaida District, selling between 6,000 and 7,000 cases annually out of the tasting room. The company also produces around 25,000 cases for wholesale everywhere and distributes internationally.
‘Shit’s expensive. We all know that. Finances shouldn’t be a barrier to education in any environment.’
—Liz Gillingham, McPrice Myers director of business operations
One big milestone came in June last year when the winery’s tasting room opened. Before it was built, Myers and his team welcomed visitors in their barrel room down the hill, but creating a bigger space was a natural next step.
With the tasting room’s extensive outdoor seating, wine tasters can enjoy their flights with the chirping birds, blooming flowers, and shade from the 150-year-old oak. If an inside experience is preferred, the bar has no shortage of natural lighting, bright from glass doors looking onto the patio.
“We’re not trying to be too fancy and inaccessible,” Myers said.
But he does want the wines to shine because it’s not easy to sustain a label. His brand is about authenticity and hard work, which the winemaker believes young adults appreciate.
So far, they’ve been showing up. Director of Business Operations Liz Gillingham sees the offer’s transactions pop up on the tasting room’s POS system. She’s seen more groups of young people, too.
“We all love that because then it’s like, ‘Tell us about the program that you’re in,’” Gillingham said. “All of us here are really interested in education and learning and talking to new, interesting people.”
After almost a decade with McPrice Myers Wines, it’s safe to say she enjoys her job. The work environment rests on a foundation of mutual respect and care. The group is like chosen family.
“We have a very diverse team here. I mean, I’m the director of a winery with visible tattoos and pink hair, but that doesn’t affect my ability to do anything,” Gillingham said. “Everyone here is welcome to be their authentic self. … Everyone has a different story of how they came to wine and how they came to be here and what the wine here means to them.”
The model goes back to welcoming all types of wine enthusiasts, from beginners to experts. People walk in and feel the winery’s character right down to who’s working there and how they treat visitors.
On a macro level, she wants to create learning opportunities for students. Wine tasting isn’t about “pounding stuff and getting schmammied,” but instead an experience to discover bits and pieces about how grapes are made into wine.
“Shit’s expensive. We all know that,” Gillingham said. “Finances shouldn’t be a barrier to education in any environment.”
Myers agreed.
“Wine saved my whole everything. It really did. I mean, that interest in something,” he concluded. “I just think that it’s cool, and I love to share it with young people.” ∆
Reach Sun Staff Writer Madison White from New Times’ sister paper at mwhite@santamariasun.com.
This article appears in April 23-30, 2026.