(Winemag) - California’s traditional tasting rooms are pivoting to more “maker” spaces, nature immersions and places for all-day casual hangs.

The Prisoner Wine Company is scheduled to open its doors this October along Highway 29 in Napa Valley. When it does, it will make a statement.

A popular brand for nearly 20 years, The Prisoner is known for its namesake big, bold blend and iconic label art, as well as wines like The Snitch, Cuttings and Dérangé under the general California appellation.

But The Prisoner has never had a home open to the public. Owned by Constellation Brands since 2016, The Prisoner Tasting Lounge and The Makery will plant its roots in the heart of Napa Valley, where it will occupy the St. Helena tasting space formerly home to Franciscan Estate.