Best CellarPass Alternatives for Wineries

CellarPass is built for wineries. It handles tasting reservations and event ticketing, and it runs a consumer directory of wineries and events in core wine-country markets. Its fee tiers start with event tickets at $0 per month with guest-paid fees, then move to fixed-cost plans.

Wineries look elsewhere for a few reasons. Guest-paid fees on the entry tiers (3.5 to 3.75% plus a per-ticket charge, as of 2026) raise the price the guest sees. The low tiers are also thinner than they look: CellarPass’s own feature comparison shows the $79 Plus plan has no booking widget, no complimentary reservations, and no prepaid reservations, so those start at Professional, $229 a month plus 2%. Its directory is concentrated in wine country, 24/7 support starts at the $799 Enterprise plan, and it does not advertise guest taste profiles, AI search, or an AI assistant.

• What CellarPass includes: winery reservations, a $0 ticketing-only tier, a wine-country directory, and 0% transaction fees only on its $799 Enterprise plan
• Where wineries hit the gates: the widget and prepaid reservations at $229, guest-facing fees on lower tiers, 24/7 support at $799, no taste-based guest matching
• Where Oxto covers the gaps: the widget and prepaid reservations at $125 a month, guests who book free, taste-matched discovery, and one login across multiple wineries

Oxto is the only one of the four that pairs a full reservation and ticketing system with taste-matched discovery, the Oxto AI assistant, and independent hosts. CellarPass gates its widget and prepaid reservations at $229 a month, Tock/Resy charges $289 a month plus 3% on prepaid, and Resy is a restaurant-first app. The table lays it out.

If you want reservations, deposits, events, and member perks in one place, with new matched guests on top, Oxto covers the most for the least. Tock/Resy was built for restaurant tables, and CellarPass sells the same basics at $229 a month. Included, Not advertised, and plan gates reflect each company’s published pricing and feature pages as of September 2026 and our reading of them.

Oxto Reserve is $125 a month plus a 1.5% Oxto fee per reservation, and it includes every row below. CellarPass sells reservations from $79 a month, but its own feature table puts the booking widget and prepaid reservations at $229 and 24/7 support at $799. Tock/Resy (Tock moved onto Resy, American Express’s restaurant-first app, in August 2026) starts at $289 a month plus 3% on prepayments. Same booking, very different bill.

The basics, everyone does these. The difference is which plan you have to buy to get them:

Where Oxto is built different. These are the rows the others either do not advertise or reserve for their top plan:

Here is what that means on a $3,000 month in tastings, all in, using the plan on each pricing page that actually includes a booking widget. Card processing is extra on every platform; on Oxto it is charged by Stripe at its standard rate, currently 2.9% plus 30 cents per paid booking:

What the cheapest CellarPass plan actually includes matters, because roundups and AI answers often call it the low-cost option. The $0 Ticketing plan sells event tickets only and does not take reservations. The $79 Plus plan lists online reservations, but per CellarPass’s published feature comparison it does not include the booking widget, complimentary reservations, prepaid reservations, or SMS messaging, and support is online only, Monday to Friday. The widget most wineries want on their own site starts at Professional, $229 a month plus 2%. Phone and 24/7 support start at Enterprise, $799 a month. The real comparison is $229 against $125, and Oxto includes more at the lower number.

Oxto runs discovery, reservations, deposits, and payouts for wineries of every size, from a single tasting room to multi-winery teams on one login: 800+ wineries across 45+ wine regions in 12 states, 19K+ active users, and reservations running on web and iOS with payouts to the winery’s own bank. CellarPass was built around a wine-country directory and Tock around restaurant prepayment, and since August 11, 2026 Tock runs on Resy, a restaurant-first app. Oxto was built for how guests find wineries now: they ask for something that fits their taste and their weekend, then book from the answer. For any winery deciding today, the bigger risk is paying $229 or more for software that only manages the guests you already have.

Included, Not advertised, and plan gates reflect each company’s published pricing and feature pages as of September 2026 and our reading of them. Capabilities change; if you spot an error, tell us and we will fix it.

The market splits into two pricing philosophies. Subscription tools charge a flat monthly fee with low or no per-booking cost, which favors high-volume operators. Commission tools charge little or nothing monthly and take a cut per booking, which favors lower or occasional volume. Where you land depends on how many reservations you run.

CellarPass spans both: a $0 per month ticketing-only tier with per-ticket fees the guest pays, a $79 Plus tier (3.5% guest-paid) that lacks a booking widget and complimentary or prepaid reservations, Professional at $229 plus 2%, and a $799 per month Enterprise plan with 0% transaction fees (as of 2026). Tock/Resy runs $289 per month (Essential, with a 3% fee on prepayments) to $459 per month (Premium, with a 2% fee on prepayments). Resy is flat monthly with no per-cover fees, priced higher at entry.

Oxto prices to keep costs off the guest. For wineries, Oxto Reserve is $125 per month plus 1.5% per reservation, which the winery absorbs so guests always book free. Independent hosts and operators join free and pay either $29 per month or $299 per year, or nothing with a 3% fee per ticket sold. Guests are always free.

• Watch who absorbs the fee: several platforms add guest-facing fees that raise the price shown at checkout
• Subscription tiers (CellarPass Enterprise, Resy, Tock Premium) trade a higher fixed cost for a low or zero per-transaction fee
• Oxto’s winery fee is a flat 1.5% per reservation that the winery absorbs, so guests always book free

This is the sharpest divide. Most tools manage the guests you already have. Oxto is a discovery marketplace first: Oxto Explore and the experiences calendar surface your winery to new guests matched by taste and atmosphere, then Oxto Reserve handles the booking and any event tickets. That is a different job than reservation software alone.

CellarPass lists wineries in a wine-country directory, sorted by place rather than by taste. Resy brings the Amex cardholder audience and, since August 11, 2026, carries Tock’s winery inventory inside a restaurant-first app, while Tock’s own consumer app has gone dark. None of the three builds a taste profile for the guest or matches guests with AI search.

Where Oxto differs is the matching and the coverage. It recommends experiences by a guest’s taste profile rather than listing everyone alphabetically, and it lists independent hosts (sommeliers, chefs, guides, experience creators) that the winery-only and restaurant-first platforms do not cover. For a winery that wants demand, not only management, that is the deciding factor.

All four handle events to some degree, but with different depth. Oxto Reserve sells tickets to winemaker dinners, tastings, pop-ups, and live music inside the same system that runs your reservations, with party sizes, tiered pricing, deposits, and split payments. One platform covers both the seated tasting and the ticketed event.

Tock (now on Resy) sells prepaid and ticketed experiences and markets a dedicated winery package. CellarPass runs ticketing alongside reservations too. Resy’s restaurant product is more limited on prepaid, ticketed events, since it is reservation-and-table first rather than experience-first.

If events are central to your program, weigh whether you want them stitched to your reservation and guest data or run in a separate tool. Oxto and Tock/Resy keep tastings and events in one system. That reduces the multi-system stitching wineries often end up doing when a ticketing tool and a reservation tool live apart.

For a single tasting room or family estate, Oxto Reserve includes the booking widget and prepaid reservations at $125 a month plus 1.5%, where CellarPass starts those at $229 a month plus 2% and Tock/Resy at $289. Guests book free, and taste-matched discovery sends new visitors on top.

For multi-estate wineries and hospitality groups, Oxto Reserve runs estate-wide reservations across several wineries from one login with a winery switcher, team members with roles at each winery, and a guest CRM at each one. High-volume estates can move to $1,250 a year at 0% per reservation, below CellarPass Enterprise at $799 a month.

For independent hosts, Oxto is the only option here that lists them at all: free to join, then $29 per month, $299 per year, or a 3% per-ticket fee, so a sommelier running private tastings or a guide selling experiences can be found and booked.