Overview: Toast Tours operates in Paso Robles, California, offering private wine tours within the Paso Robles AVA. Founded by Lars and Kristina Horton in 2014, the business was ranked second in the 2026 USA Today Readers’ Choice Awards for best wine tour. The company provides curated experiences ranging from walking excursions to van-based visits across the region.
The Full Story
Lars and Kristina Horton established Toast Tours after relocating to Paso Robles from Barcelona, where they previously operated local bike tours. Their journey included time in the Netherlands and South Africa before returning to California. In 2013, Lars began leading large group tours to Yosemite, Napa Valley, and Monterey. Kristina developed a deeper appreciation for wine during this period, eventually earning an intro-sommelier certification. Colleagues suggested they explore Paso Robles to understand California wine better.
The couple moved to Paso in 2014, and by 2019, the company was fully operating as Toast Tours. Kristina Horton noted that the business isn’t just a touring service but is focused on tours and hospitality. The owners want to cater for anyone from sommeliers to newcomers, ensuring guests do not feel intimidated by technical verbiage or overwhelmed by information overload.
Brand & Industry History
The founders bring a background in tourism from Barcelona and a personal evolution into wine education. Kristina noted that while they enjoyed wine initially, they lacked deep knowledge until pursuing certification. This background informs the business model, which prioritizes hospitality over simple transportation. The company aims to cater to anyone from sommeliers to newcomers, ensuring guests do not feel intimidated by technical verbiage or overwhelmed by information overload.
What This Means
The business model shifted significantly following the onset of COVID, moving from combining strangers into large groups to offering private tours. All current tours are completely private and curated for each guest. Kristina Horton emphasized a focus on hospitality, allowing guides to discuss topics ranging from malolactic fermentation to basic tasting techniques depending on the guest’s interest. This approach ensures that visitors feel comfortable and connected while exploring wine country.
Consumer Takeaway
Guests can book experiences accommodating groups of two to fourteen people. The Tin City walking tour costs $120 per person for a three-hour experience including samples and lunch. Van tours around the Paso Robles AVA take a minimum of five hours, with weekday rates at $95 an hour and weekend rates at $105 an hour regardless of group size. Larger groups may extend the duration depending on the number of stops.
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