A new wine-focused travel company is inviting travelers to experience vineyards in a more intimate, culturally rich way. Founded by wine expert Julia Coney and luxury travel specialist Claire Soares, À Privé Journeys moves beyond transactional tastings, immersing small groups in a deeper journey into local food, culture, and traditions.
The idea for the company grew organically from the founders’ shared passions and long-standing friendship. Coney is widely respected in the wine world as a writer, speaker, and wine consultant for brands such as American Airlines. She has spent years helping to make wine more accessible and inclusive, spotlighting underrepresented regions and voices. Soares brings deep expertise in luxury travel. As a six-time Condé Nast Travel Expert, she has built a reputation for designing high-end group trips in more than 60 countries.
Together, they saw an opportunity to merge their experience and expertise and create a different kind of wine travel experience. Instead of moving from one tasting to the next, their trips immerse travelers in the people, traditions, and local culture that shape each destination. Of traditional wine tastings, Soares says, “What consistently stands out is how transactional most wine experiences feel. Tastings often feel isolated and disconnected from how people actually live with and enjoy wine.” She believes food should be an essential part of every tasting, allowing guests to understand a wine through the lens of local gastronomy. Coney agrees, adding, “Wine is communal and meant to be shared. It’s bigger than what’s in the glass, and À Privé understands this.”
Coney states that these are not “whirlwind tours” with packed itineraries aimed at seeing a laundry list of places. Instead, the experiences are intentionally paced, allowing guests to fully absorb each destination. Early itineraries focus on iconic wine destinations, where travelers can expect behind-the-scenes access that goes beyond standard tastings. Wellness elements are also included in the itineraries, adding balance to the indulgences through activities like spa treatments and movement sessions. Soares says, “In a culture that is often driven by constant productivity, we intentionally create space to slow down. When you are tasting wine properly, pairing it with food, and being present in the moment, you experience wine differently.”
A key part of the experience is access. Leveraging Coney’s connections in the wine industry and Soares’s global travel network, À Privé Journeys provides access to experiences not often available to the general public. Of equal importance to Coney and Soares is cultivating a sense of community. Group sizes are kept relatively small so that travelers can connect with one another as easily as they connect with the destination. From accommodations to transportation to curated experiences, every detail is handled so that participants can focus entirely on the journey itself. That perspective resonates with a growing segment of travelers who are seeking more meaningful experiences. Rather than checking destinations off a list, they are looking to engage more deeply with the places they visit. Wine, with its inherent connection to land and tradition, offers a natural entry point.
À Privé Journeys reflects a growing demand for travel that feels more personal and purposeful. It’s not only about five-star accommodations, though those are certainly part of the experience. It’s about making sure that guests feel welcome, and that wine experiences are approachable, informative, and fun. Coney says, “These trips aren’t about wine culture per se; it’s bigger than that. I think that word is often overused. It is about exploring wine as part of your lifestyle. Wine is a product, but it’s also a lifestyle.”
