Paso Robles is a special place. It’s an incredibly diverse region that offers a range of microclimates to grow and make world-class wines. The proximity to the Pacific Ocean and climactic influence it brings, combined with our vast range of soils, are the perfect blend of factors that create a winemaker’s dream.
It’s no secret that Paso has gained recognition for its outstanding wines, from Zinfandels and Cabernets to Rhône-style wines and unique blends. It has attracted attention from both wine enthusiasts and wine critics from across the globe, but I think what makes the region truly special are the people behind the wines we have come to love.
Several individuals saw this potential nearly 40 years ago and began laying the groundwork for the road we’ve built, “More than four decades ago, we invested in elevating Paso Robles as a world-class growing region after tasting the quality of wines emerging from the area,” said J. Lohr Vineyards & Wines co-founder, Jerry Lohr. The Lohr Family, Gary Eberle, the Baldwins, the Udsens, and the Becketts are just a few of the early pioneers who helped start this journey. They continue today, still making beautiful wines and leading marketing efforts for their brands AND the region.
At the helm of connecting the community and building awareness is the Paso Robles Wine Country Alliance (PRWCA). By textbook definition, we are a cooperative marketing alliance and nonprofit organization dedicated to the promotion and protection of the Paso Robles Wine Country, and the continuous improvement of the quality of its wines, vineyards, and experiences. Simply put, we are the organizers, collaborators, and allies of all wine-related businesses in the Paso Robles AVA.
Jerry Lohr further notes the importance of this regional wine approach, “the global impact Paso Robles enjoys today would not be possible without organizations such as the Paso Robles Wine Country Alliance. Industry leadership and advocacy, innovative programming, and visibility among key channels are among the hallmarks of the PRWCA team, as is building consensus among its winery, grower, hospitality, and trade membership to advance key initiatives.”
Our main goals revolve around increasing consumer awareness of Paso Robles, gaining industry recognition and respect, and developing a sense of community and understanding about the region. We accomplish this through many avenues: community events, media and wine trade tours, website, social media, blog posts, paid media, and our Where Wine Takes You podcast, all of which drive traffic and attention to Paso Robles and our members.
Among our collection of 433 members, there is a variety of wineries, growers, associates, and hospitality brands; ranging from super small to large producers. Over 85% of our members make less than 8,000 cases and 95% are family-owned.
Tablas Creek Vineyard, a highly acclaimed winery with an international connection to France, has been a proud member of the PRWCA for more than two decades. Tablas Creek’s partner and general manager Jason Haas notes, “[The PRWCA is] one of the most powerful marketing tools we have, with programs for trade, media, and consumers, events that bring people here and take Paso Robles on the road. They have great relationships with the local and state officials whose decisions shape our business environment.” Jason has been a strong and vocal leader in the Alliance and shares our goal of attracting wine lovers from far and wide for one common interest, in one common place.
Haas isn’t the only one to find this same benefit from our organization. Janell Dusi, winemaker and co-owner of J Dusi Wines, states “J Dusi has been a PRWCA member for many years and we have been very pleased with all that the association has done, both for J Dusi Winery and for Paso Robles. The PRWCA team always has a positive attitude, innovative ideas, and is inclusive of all members of the Paso wine community. I like the wide spectrum of membership benefits, both locally and nationwide, that help bring attention to my winery and Paso Robles. They truly embody the saying, ‘A rising tide lifts all boats.’”
For those who aren’t as familiar with that often-quoted mantra, which is sometimes attributed to John F. Kennedy, this saying embodies the concept that when an entire economy, or region in our case, performs well, all participants will benefit. So, with Paso Robles Wine Country, when our efforts generate attention for certain members, or Paso as a whole, this ultimately generates business for all brands that can be seen over weeks, months, and years, both in wine sales in Paso Robles and across the state and globe.
If you scroll through our website, blogs, videos, or social media platforms, you will find that we use these tools to promote our members, their tasting rooms, and their events. We serve as an extension of your brand, aiding and adding to your marketing efforts. Especially for smaller or newer brands, this has proven to be incredibly beneficial.
When reflecting on his decision to join the PRWCA, Raymond Smith, founder and winemaker of Indigené Cellars, notes, “As a small producer with a growing company, it’s time consuming to navigate marketing, social media, and distribution. Honestly, that’s only 3 of about 20 projects that are essential to operate a winery in this day and age. Once I secured membership with the Paso Robles Wine County Alliance, I found that it far exceeded many of the issues that could arise in comprehensive winery operations. Immediately you notice emails with weekly promotional opportunities that can gain attention for your brand locally and across the country. They offer programs to enhance your knowledge base, legal advice about ever-changing trends in the industry, and assistance with your marketing and social media needs; all while keeping you abreast of what’s happening in our local community. I personally couldn’t be happier and have seen measurable benefits in almost every aspect of my company.”
Among the vineyard and wine focused businesses in Paso Robles, there is an overwhelming sense of community, and it is our responsibility to help sustain that. As brands continue to gain recognition, have success, and serve more customers, it will be easier to focus less on region-wide efforts and community-driven initiatives. We try to remind people that getting people in your door wasn’t just a solitary effort of yours; it was that mixed with the work of neighboring wineries, other brands, and 30+ years of perseverance by the Alliance. It is important to continue this outreach to find new customers, a bigger audience, and push out key stories and messages that need to be heard. It’s always hard to sing your own praises, but we’d venture to say that it takes a village to raise a wine region and our collective efforts are the key ingredient. We hope you use the Paso Robles Wine Country Alliance as one of your keys. We’re here to help, advocate, and promote all of Paso, and we can’t do it without you!