VASCM: Statewide PR Campaigns for California Wine Regions

[Mary Lindsay]

  Hello, all:

You might like to know that both the Wine Institute and the California 
Assn. of Winegrape Growers (CAWG) have recently embarked on national PR 
campaigns to promote California wines (Wine Institute) and California 
winegrapes (CAWG).  Both of these are out of concern for a growing 
influx of imported wines on the market.  Efforts are underway to include 
the Santa Cruz Mountains in these programs.

CAWG's campaign, "One Nation Under Vines", promotes the vineyards, the 
land, and the wine made from California fruit.  The program "highlights 
how California's growing conditions, experience and sustainable growing 
practices make a difference in creating world-class wines."  The VASCM 
has been working with CAWG to make sure that the Santa Cruz Mountains is 
included as part of this campaign.  The state has been divided into only 
six regions, each of which includes multiple AVAs.  The SC Mts. has been 
included as part of a larger 'Central Coast' region, that also includes 
Livermore, Santa Clara, and all the way down to Santa Barbara. Obviously 
not a lot of detail on each AVA can be included with this approach, but 
there can be other opportunities for us.  You can see more about this 
campaign at the website, www.onenationundervines.com.

The Wine Institute has announced the third annual California Wine Month 
for September, featuring a program that "communicates the most important 
California wine attributes: our beautiful, ideal-for-wine landscape and 
climate, our talented and ingenious people, our unique lifestyle and 
cuisine and our commitment to sustainability and the environment."  The 
Institute is working with regional associations to implement aspects of 
this program.

Also note:  Bill Cooper is one of five featured growers on the homepage 
of the Sustainable Winegrowing Alliance, at 
www.sustainablewinegrowing.org/ .  This is the organization that brings 
us the self-assessment workshop and programs on various sustainable 
practices.  The profiles rotate, so you may need to reload several times 
to see Bill's.  Bill is a member of the CSWA Board and has been 
instrumental in designing and promoting the sustainability program.

Mary Lindsay
Vice President/Program Chair, VASCM