$65 is quite a lot granted.  However Quintessa is selling a high end wine priced in the triple digits.  They don't want to be pouring it for whomever is just cruising along the Silverado Trail and wants to stop because the winery looks cool.  Not only are they seeking to provide a high level experience for visitors but they are trying to limit the experience to the right kind of customer (i.e. a customer who is potentially willing to pony up more than $1,500 a case).  Limiting appointments doesn't fulfill both of these goals.  Charging a high tariff does.  When Sterling wants $20 per person for a ride up to the winery and tastes of some cheapies plus $50 to taste some reserve Cabs and Merlots, I don't have a problem with Quintessa raising its prices from $25.  Napa is seriously overrun with tourists and daytrippers seeking free/cheap alcohol.  High end wineries have to do something to both limit crowds and market to their targeted consumers.  I'd rather they charge high prices then eliminate access entirely as many top end wineries do.