As the wine industry continues to evolve, wineries are facing an increasingly complex landscape of challenges. From navigating shifting consumer preferences to adapting to climate change, the path forward requires strategic planning and collaborative effort. This collaborative effort in most wine regions can be found through state or regional associations. A few weeks ago, the Unified Wine & Grape Symposium brought together three thought leaders to discuss the structure and role of wine associations. The session panelists represented:
- Joel Peterson, Paso Robles Wine Country Alliance – A $2 million-budget organization supported by 545 members, focusing on advocacy, marketing, and member education.
- Honore Comfort, Wine Institute – Representing over 1,000 wineries, this organization emphasizes public policy advocacy at the state, federal, and international levels for the California wine industry.
- Kristina Kelley, Washington State Wine Commission – Funded by assessments on grapes crushed, it supports marketing, viticulture, and research for all 1,100 wineries and 400 growers in Washington State.
Here are my key takeaways from the “Strength in Numbers: How Wineries Can Leverage Regional Associations to Handle Challenges and Drive Growth” session:
Complex Web of Wine Organizations
Most wine regions, often defined as American Viticultural Areas (AVAs), are represented by non-profit associations that support wine producers, or wine growers, or both. These regional organizations vary in size and structure – from fully staffed groups like the Paso Robles Alliance to smaller organizations managed by volunteers. Most of these are membership-based organizations, though some, like commissions, are funded from assessment fees collected from the growers. While the panelist represented regional and state organizations, there are other state, federal and international organizations, such as WineAmerica and Family Winemakers and FIVS.
Collective Voice for Advocacy
All three organizations on the panel emphasized the importance of providing a united voice to advocate for their members’ interests. A major priority for the Wine Institute is to serve as a credible industry voice for policymakers and stakeholders at the state, federal, and international levels. This includes collaborating with other organizations and sharing resources to address regulatory hurdles, lobby for favorable legislation, and amplify regional branding. For wineries, being part of a state or regional association provides access to advocacy efforts that have far greater influence than any individual winery could achieve alone.
Coordinated Marketing Efforts
Associations like the Paso Robles Wine Country Alliance lead regional marketing efforts, organize trade events, and facilitate media outreach activities that individual wineries often cannot execute alone. The Washington State Wine Commission coordinates marketing initiatives, such as bringing media and trade professionals to experience Washington wine firsthand. Similarly, the California Wine Export Program, a branch of the Wine Institute, focuses on international marketing and export programs for California wines. These marketing efforts create a multiplying effect, raising awareness and driving consumer demand for the entire appellation rather than just individual wineries.
Access to Research and Resources
Regional wine associations invest in research, training, and education to benefit their members. For example, the Paso Robles Wine Country Alliance provides economic impact reports on the local wine industry, as well as vineyard and winery maps for media and trade. The Washington State Wine Commission funds viticulture and enology research, including studies on smoke impact, climate change adaptation, and freeze mitigation, in partnership with Washington State University. Whether it’s cutting-edge research on climate change or best practices for direct-to-consumer (DTC) sales, these resources help wineries and growers stay competitive.
Educate Consumers and Members
Wine associations and commissions educate their members and the public through websites, newsletters, social media, and in-person events. Paso Robles Wine Country Alliance hosts over 40 educational events annually. This includes for staff at wineries, as well as at other hospitality venues. The Alliance has hospitality associates on their board and the hospitality industry as part of their membership. The Washington State Wine Commission shares viticulture and enology research results with its grower members and arranges regional tours to educate wine media. Education is an essential part of industry growth—whether through consumer awareness or professional development.
Collaboration and Coordination
By definition, associations and commissions are collaborative organizations. Their purpose is to elevate the reputation of their wine region, while also protecting their members’ interests with a united voice. During crises like wildfires, droughts, or economic downturns, regional associations play a critical role in coordinating industry-wide responses. For example, during the wildfires, a unified response with accurate, consistent information was essential in managing public perception and mitigating the impact on grape growers and wine producers. These associations align messaging, share resources, and represent collective interests, ensuring a stronger and more coordinated industry response.
How can the wine industry fully utilize the resources available through regional associations?
- Find out what organizations exist at the regional, state, and national levels. Here is a list of regional association, although not complete.
- Determine whether membership benefits your business. Many associations offer associate or hospitality memberships beyond just growers and wineries.
- Read industry literature and resources. Several panelists emphasized the importance of staying informed with the published materials.
- Engage with the organization. Attend events, join a committee, or even run for a board position.
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