From Big Rigs to Escalades: How Anthony Rhodes and SONA Concierge are Flipping the Script on Wine Country Tours

You ever hear a story and go, "Wait, WHAT?!" That was our exact reaction when Anthony Rhodes casually dropped that he used to be a truck driver. Now? He runs one of the most luxury-forward private tour companies in Sonoma and Napa wine country. Luxury, without skimping on fun. Think blacked-out Escalades, limousines, or a 45-person party bus with a fog machine and cold beers in the backseat. 

Rhodes grew up in Santa Rosa, surrounded by the very vineyards he now cruises through with his clients. After an injury ended his trucking career, he took a job with Sonoma Sterling and quietly embedded himself in the luxury Napa Valley transportation business. He studied the systems, the pricing, the service philosophy—everything. “I copied the system,” he admits, “but made it my own.”

But building a business wasn’t as smooth as a Napa Cab. Rhodes describes navigating the Transportation Charter Permit process as “government email hell.” Even after getting licensed, they hit another wall when Google’s algorithm dropped them from search. “No calls. No bookings. We had to take out a loan and rebuild everything,” he recalls. “Once we got past Google, the dough started rolling in.”

SONA Concierge is now known for its precision and polish. Every vehicle is a 2022 model year or newer, with clients choosing between executive and luxury setups. And for those looking to turn wine tasting into a full-blown event? There’s a 45-passenger party bus with mood lighting, a fog machine, bathrooms, and two poles for dancing. 

But Rhodes isn’t just selling flash. He obsesses over the details: fresh refreshments between stops, spotless interiors, and drivers trained to anticipate client needs. The goal is simple: make sure guests don’t have to lift a finger, unless it’s to take a sip from a wine glass.

He’s also seen his fair share of rookie mistakes upon visiting wine country. The biggest? “People plan their whole day and forget to schedule lunch,” he says. “By stop three, they’re hangry, tipsy, and begging for Taco Bell – only to regret it later (we’ve been there too). His fix: include a lunch break, stay hydrated, and limit tastings to three per day. “Anything more and you’re just drinking,” he laughs.

Anthony’s also noticed a shift in what guests are looking for in a wine trip to Sonoma and Napa Valleys. More and more, repeat visitors are asking for experiences beyond wine: hikes, cheese tours, coastal drives—even visits to Calistoga’s Old Faithful Geyser. “Wine country has more to offer than just wine,” he says. “You’ll realize once you’ve seen ten vineyards… they start to look the same.”

As he scales the business, Anthony is forging relationships with wineries, hotels, and partners like Melier. His long-term vision for SONA isn’t just limited to Sonoma or Napa either. West Coast wine country extends from Temecula, CA to Walla Walla, WA, and “Sky’s the limit,” he says. “We’re just getting started.”

So if you're looking to explore wine country on your terms—and maybe with a fog machine and cold beer in tow—SONA Concierge is the right move.

Interested in booking a trip with SONA? Contact Melier’s wine travel concierge and we’ll build your personalized itinerary and coordinate transportation with Anthony’s team to ensure you get to enjoy the perfect wine country experience.

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