Traverse City Uncorked celebrates region’s wine-country identity May 1-10

Between the spring thaw and the summer rush, Traverse City Uncorked will send traffic toward tasting rooms, restaurants and shops across Grand Traverse County at the exact moment many businesses are trying to build momentum. The free celebration runs May 1-10 and is designed to keep spending moving through the region’s wine country instead of concentrating it in a single stop.

The pitch rests on a hard number that shapes the local economy: Traverse City Tourism says about 60% of Michigan’s wine grapes are grown in the Traverse City region. The Traverse Wine Coast is anchored by the Leelanau Peninsula AVA and the Old Mission Peninsula AVA, and the area is home to more than 40 wineries. That makes the event less of a niche tasting route than a citywide way to market agriculture, hospitality and recreation together.

For residents, the impact will show up in the places that already carry spring and early-summer traffic. Participating wineries will see more repeat visits, while restaurants, retailers and other businesses tied into the digital passport can pick up customers who might otherwise make a single winery stop and head home. The format is built to spread attention across the county, not just pull people to one marquee destination.

This year’s passport is mobile-exclusive and does not require an app download. It includes curated attractions, retailers, restaurants, deals and discounts, and participants who check in at five or more locations can win a special Uncorked prize. Each day of the event has a different theme, adding a reason to keep moving through the region over the full 10 days.

The lineup adds more than simple tastings. Local coverage says the celebration will include cooking classes, a Cabernet Franc wine school, live musical performances and winery tours with owners. That mix gives the event a broader appeal during a season when operators are still waiting for the summer surge.

Traverse City Tourism, organized in 1981 as the area’s official destination organization, has long framed the region’s wine industry as part of its economic identity. Travel to the region generated $1.4 billion in total economic impact in 2022, and WineAmerica’s 2025 Michigan industry study put statewide wine activity at close to $8.96 billion. In that context, Uncorked is not just a calendar filler. It is part of how Traverse City keeps its wine-country brand working for Grand Traverse County year-round.