CALIFORNIA COUNTIES INCREASING MARKETING PUSH

Sonoma and Mendocino counties are considering putting together separate mandatory marketing commissions to promote their areas as premier wine producing brands. The commissions will be modeled after the only other marketing initiative in California, the Lodi-Woodbridge Winegrape Commission and the Washington Wine Commission. Industry leaders from both arenas feel that a marketing commission is necessary to stay in the game and keep their counties front and center among wine-producers. “Building the brand” has become increasingly more important as “the competitive landscape is changing among wine regions,” said Nick Frey of the Sonoma County Grape Growers Association. The current SCGGA’s budget is $400,000 while the Napa Valley Vintners Association has a budget of $4 million. Foreign imports have also poured money into marketing campaigns which has helped their numbers in the United States, now accounting for 28% of wine sales. In addition to use raising money for promotional ventures, the proposed commissions in Sonoma and Mendocino would also include budgets for product research and local issues. Sonoma’s commission is meant only for growers, however, while Mendocino’s proposal will include vintners and growers.