HEALDSBURG, Calif., September 2, 2026. Some of the best wine and hospitality experiences today are booked through an Instagram DM. Oxto is changing that. The company today introduced Oxto Experiences, one place to actually find and book them: the private tastings, intimate dinners, and sold-out events run by the people behind them.
The demand for these experiences is real, it is growing, and much of it is happening outside of wine country entirely. Wine has quietly become one of the ways this generation connects, and it is turning into one of the most social ways people go out in cities. Oxto has been watching wine country come to the people, instead of people waiting to drive up to it.
In cities like New York and San Francisco, sommeliers run private tastings, chefs put on intimate dinners, and hosts throw events that sell out in hours. Until now there has never been one place where all of it lives. Resy was built for restaurants. Airbnb was built for homes. The people running some of the most interesting experiences out there have never had a platform built for them.
“Wine has this reputation for being intimidating, and everything we build at Oxto comes back to making it more approachable. Oxto Experiences is the next step in that. Some of the most extraordinary hospitality experiences happening right now are the private tastings and dinners hosted by people in cities like New York and San Francisco, and those hosts have been really underserved, there’s never been a real place built for what they do. We built Oxto Experiences to be that place, and to be the bridge between the next generation and the wine world.”
What is Oxto Experiences?
Oxto Experiences is one place to find and book the people who host wine and hospitality experiences, from private tastings and intimate dinners to events that would otherwise sell out through a group chat. Oxto calls these hosts Oxto Insiders, and as of today you can book them directly from their profile instead of sliding into their DMs.
It is live now on the web at oxtoapp.com and in the Oxto app for iOS and Android. You browse Insiders and the experiences they run, then book the one you want in a few taps. Browsing and booking are free for guests.
Built for the people, not the venue
Every other platform was built around a place. Oxto Experiences is built around a person. You are not booking a room or a table, you are booking a host and the experience they run.
| Built for | Resy | Airbnb | Oxto |
|---|---|---|---|
| Who it serves | Restaurants | Homes | The people hosting experiences |
| What you book | A table | A home | A host and the experience they run |
| Examples | Dinner reservations | Stays | Private tastings, dinners, and events |
A shift in how people go out
Among Oxto’s 14,000+ users, 64% are Gen Z and Millennials, ages 25 to 44, and they are not just after a glass of wine. They want something to do that is actually worth remembering.
The broader market is moving the same way. According to OpenTable’s 2026 Dining Trends Report, experiential dining is up 46% year over year. People increasingly want an experience, not just a table, and wine has become one of the most social ways they find one.
Meet the Oxto Insiders
An Oxto Insider is anyone who hosts a great experience: a sommelier running private tastings, a chef putting on an intimate dinner, a dinner-party host, or someone who is simply always putting on something worth showing up for. On Oxto, every Insider has a profile, and every profile is bookable.
If you host, your Instagram DMs are about to get a lot cleaner. You can set up your profile and start taking bookings at oxtoapp.com/insiders, at no upfront cost, with a service fee applied only to paid bookings.
Availability
Oxto Experiences is live now on the web at oxtoapp.com and in the Oxto app for iOS and Android. Guests can browse and book for free. Hosts can create an Oxto Insider profile at oxtoapp.com/insiders.
Media contact: press@oxtoapp.com.
Frequently asked questions
What is Oxto Experiences?
Oxto Experiences is one place to find and book the people who host wine and hospitality experiences, from private tastings and intimate dinners to events. Oxto calls these hosts Oxto Insiders, and you book them directly from their profile instead of through an Instagram DM. It is live on the web at oxtoapp.com and in the Oxto app for iOS and Android.
What is an Oxto Insider?
An Oxto Insider is a host who runs wine and hospitality experiences: a sommelier, a chef, a dinner-party host, or anyone who regularly puts on tastings, dinners, or events. Each Oxto Insider has a bookable profile on Oxto, so guests can book them directly instead of messaging them on Instagram.
How do I book a private tasting or dinner on Oxto?
Open Oxto on the web or in the app, browse Oxto Insiders and the experiences they run, and book the one you want in a few taps. Many Insiders offer private tastings and intimate dinners you can book directly from their profile, subject to their availability. Browsing and booking are free for guests.
Do I have to be in wine country to use Oxto Experiences?
No. While Oxto started in wine country, much of the demand for these experiences is now in cities like New York and San Francisco, where sommeliers, chefs, and hosts run private tastings, dinners, and events. Oxto Experiences is where you find and book them.
I host tastings, dinners, or events. How do I get on Oxto?
You can become an Oxto Insider at oxtoapp.com/insiders. Set up a profile, list the experiences you run, and take bookings directly instead of through your DMs, at no upfront cost, with a service fee applied only to paid bookings.
How is Oxto different from Resy or Airbnb?
Resy was built for restaurants and Airbnb was built for homes. Oxto Experiences is built for the people running experiences. Instead of booking a table or a home, you book a host, a sommelier, chef, or event host, and the experience they run.
Discover wineries, tastings, events, and hospitality experiences across the United States, and book directly when you find the right one.