Free
Be listed.
Claim your winery and manage how you appear on Oxto.
$0
- Claim and manage your winery profile
- Add your wines and winery details
- Appear in Oxto search and discovery
- See your Visibility Score
Pick the plan that fits your winery.
Free gets you listed. Verified gets you found everywhere. Reserve runs the whole visit.
Verified
Get discovered.
Increase your visibility across Oxto, Google, ChatGPT and AI search.
$49$0for 7 days, then $49 a month
- Show up more often across Google, ChatGPT and AI search
- See exactly where your winery is missing visibility
- Get your visibility rescanned every week
- Get step-by-step changes to make on your website so more people can find you
- Get ready-to-publish articles designed to help your winery show up in more searches
- Stand out to guests discovering wineries on Oxto
Verified wineries have seen up to 20x more search visibility.
ReserveRecommended
Get booked.
Turn discovery into reservations, guest relationships and repeat visits.
$125$1first month, then $125 a month + 1.5%
Offer ends November 15
Everything in Verified, plus:
- Take reservations directly from your website
- Turn Oxto, Google, ChatGPT and social traffic into bookings
- See exactly where every booking came from, with full UTM and campaign tracking
- Know what guests like before they arrive
- Bring past guests back with automated email campaigns
- Keep guest data synced with the tools you already use
Works with Shopify, Klaviyo, Mailchimp and Vinoshipper.
The 1.5% applies to paid reservations and tickets and is 0% on the annual plan.
Oxto's fee does not include Stripe's standard card processing fee.
Reserve, next to Tock/Resy and CellarPass.
Most of what costs extra there is included in Reserve.
Oxto Reserve$125+1.5% Oxto fee per reservation, 0% on annual
CellarPass$229+2% per reservation
Tock/Resy$289+3% on prepaid
Unlimited users
Unlimited events
Booking widget for your site
Pre-paid reservations
Menu and add-on items
Confirmation and reminder emails
Wine club member perks
Reservation requests you approve
Waitlist
Where every booking came from, even untagged links
UTM links only
Booking source synced to Shopify, Klaviyo and Mailchimp
Guest taste profiles
AI search and taste matching
AI email campaign agent that brings past guests back
AI search articles written for your website
Profile as structured data for ChatGPT and AI search
Weekly Visibility Score with every fix written out
Hosts and experiences marketplace
24/7 support
$799+
Oxto Reserve$125+1.5% Oxto fee per reservation, 0% on annual
CellarPass$229+2% per reservation
Unlimited users
Unlimited events
Booking widget for your site
Pre-paid reservations
Menu and add-on items
Confirmation and reminder emails
Wine club member perks
Reservation requests you approve
Where every booking came from, even untagged links
Booking source synced to Shopify, Klaviyo and Mailchimp
Guest taste profiles
AI search and taste matching
AI email campaign agent that brings past guests back
AI search articles written for your website
Profile as structured data for ChatGPT and AI search
Weekly Visibility Score with every fix written out
Hosts and experiences marketplace
24/7 support
$799+
Check means included. $799+ means only on a plan at that price or above. A dash means not an advertised standard feature. CellarPass is shown on Professional, its first plan with a booking widget and prepaid reservations; its $79 plan has neither. Tock/Resy is shown on Tock’s published Essential plan, and its referral source report counts only links tagged with a UTM source; Tock moved onto Resy, American Express’s restaurant-first app, in August 2026. 9% + 30¢ per paid booking. Public pricing as of September 2026.
A $3,000 month in tastings, all in
Subscription plus the per-reservation platform fee on $3,000 of prepaid tastings. Card processing (Stripe, about 2.9% + 30¢ per booking) is extra everywhere.
Oxto Reserve
$170
$125 plus 1.5%
CellarPass
$289
$229 plus 2%
Tock/Resy
$379
$289 plus 3%
What is in each one.
Free listing$0
Verified$49 a month or $490 a year$49 a month
Reserve$125 + 1.5% or $1,250 a year at 0%$125 + 1.5%
Get found
Public profile on Oxto
Readable by Google, ChatGPT, Claude, Gemini and Perplexity
Listing
Full profile
Full profile
Verified badge and a full profile guests are matched to
AI search articles written for your own website
Experiences, photos and tasting details, plus the Oxto Edit
Visibility Score
1 free report
Weekly rescans
Weekly rescans
Fix Center: every fix written out, ready to paste
Get booked
Reservations on Oxto, request or instant
Booking widget on your website
Where each booking came from: the ad, campaign, Google, Instagram or ChatGPT
Guest taste profiles at booking
Reminders, daily digest and messaging
Oxto fee on paid reservations
1.5%, 0% on annual
Fill events
Experiences and events with tickets
RSVPs, waitlist and check-in
Oxto fee on paid tickets
3%
1.5%, 0% on annual
Know every guest
Wine club and perks on your profile
Agents: AI email campaigns that bring past guests back
Club member experiences: recognized at booking, benefits applied
Klaviyo, Mailchimp, Shopify and Vinoshipper, with each guest’s booking source
Run it
Dashboard and profile editor
Analytics
Payouts to your bank through Stripe
Oxto's fee does not include Stripe's standard card processing fee.
Hosting without a winery? Hosts list free.
Sommeliers, guides, drivers, concierges and event curators list free with a 3% Oxto fee on paid tickets. Host Reserve is $29 a month plus 1.5%, or $299 a year at 0%. Stripe's card processing fee is separate.
Questions, answered.
A free listing costs nothing. Oxto Verified is $49 a month or $490 a year, with a 7-day free trial. Oxto Reserve is $125 a month plus 1.5% on paid reservations and tickets, or $1,250 a year with no Oxto fee.
Oxto Reserve is $125 a month plus a 1.5% Oxto fee on paid reservations and tickets, or $1,250 a year at 0%. CellarPass Professional, its first plan with a booking widget and prepaid reservations, is $229 a month plus 2%, and Tock Essential (Tock moved onto Resy, American Express’s restaurant-first app, in August 2026) is $289 a month plus 3% on prepaid (public pricing, September 2026). On a $3,000 month of prepaid tastings that comes to $170 on Oxto, $289 on CellarPass and $379 on Tock/Resy, before card processing.
Oxto Reserve includes the booking widget for your website, prepaid and complimentary reservations, reservation requests you approve, club member experiences, guest taste profiles, AI search and taste matching, and 24/7 support. On CellarPass the widget starts on the $229 plan and 24/7 support on the $799 plan, and Tock/Resy has no fee-free prepaid tier (public pricing, September 2026).
Yes. Oxto Reserve covers what wineries use Tock/Resy for: prepaid tastings, deposits, ticketed events and a booking widget on your own site. It costs $125 a month plus 1.5%, or 0% on the $1,250 annual plan, against Tock Essential at $289 a month plus 3% on prepaid. Oxto also brings new guests through taste-matched discovery and AI search, and serves wineries of every size, from one tasting room to multi-estate portfolios.
Yes, on Reserve. Every reservation shows where the guest came from, such as your Instagram ad and its campaign, Google, ChatGPT, an email or your Oxto profile, on your own website and on Oxto. The source is synced to Shopify, Klaviyo and Mailchimp with the guest, so you can compare what guests from each ad spend and how many join the club.
The price you set. Oxto adds nothing unless you choose to pass the 1.5% fee on, and then the guest sees it before paying. Browsing and booking on Oxto is free for guests.
No. Stripe charges its standard card fee separately. Payments run through your own Stripe account and pay out to your bank.
Verified does. Keep your current booking page, put its link on your Oxto profile, and guests who find you on Oxto book there. Reserve is a reservation system, so it replaces what you use today rather than running next to it.
Yes, on Reserve. Paid tastings are paid at booking. You can also take a deposit and collect the balance from the card on file before the visit, or save the card and set a no-show fee for standard tastings.
Yes. Verified and Reserve both publish free and ticketed events with RSVPs, a waitlist and check-in at the door. On Verified, paid tickets carry a 3% Oxto fee. On Reserve it is 1.5%, or 0% on the annual plan.
On Reserve, yes. Club members are recognized automatically when they book, and their benefits apply on their own: member rates or complimentary tastings, members-only experiences, event comps by club tier, and blackout dates. No look-ups at the desk. Bring your member list over from WineDirect, Commerce7, Vinoshipper or a spreadsheet in minutes. Every booking then flows back into Vinoshipper, Shopify, Klaviyo and Mailchimp, so the guest record in your club system stays complete. Live Commerce7 sync is coming soon.
No contract. Verified and Reserve are month to month, and you cancel from Billing in your dashboard. Annual plans run to the end of the year you paid for. Your free listing stays live either way.
Claiming your listing takes a few minutes. Verified starts with the free trial and no charge today. Reserve is a short setup: connect Stripe, add your experiences and time slots, and paste one script tag on your website. Most wineries take their first booking the same day.