VASCM: SC Mts. AVA Included in Wine Institute's Marketing Campaign for California Wines

[Mary Lindsay, Muns Vineyard]

  The Wine Institute has just announced a global marketing campaign to 
brand California wines. You might be interested to check out the Santa 
Cruz Mts. page included at the website at
http://www.discovercaliforniawine.com/learn/santa-cruz-mountains .  The 
salient facts about the SC Mts. is also included in a magnificent 
printed book accompanying this campaign, "Discover California Wines".  
You can see a pdf of the brochure at 
http://www.discovercaliforniawine.com/learn/discover-california-wines .  
It's nice to be a part of this statewide campaign!

Mary Lindsay
VASCM
Muns Vineyard
(408) 234-2079 (cell)


 

 

*January 18, 2011*                   
                                                                                                                                
                                                                
           *Contact:   Nancy Light 415/356-7520 or*

*                                                                                
                                     Gladys Horiuchi 415/356-7525*

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                communications at wineinstitute.org              
*                                                                       

*WINE INSTITUTE LAUNCHES*

*NEW GLOBAL BRANDING CAMPAIGN*

* *

*SAN FRANCISCO* -- Wine Institute, the association of California 
wineries, announced today the launch of a new global branding campaign 
featuring the new "California Wines" logo to boost exports.  The 
/Discover California Wines/ campaign invites consumers worldwide to 
experience the Golden State's richly diverse wine offering through 
stunning images of iconic landmarks, rural vistas, seasonal cuisine and 
the active, sustainable lifestyle that are intimately linked to the 
wines.  Wine Institute oversees a major export program with marketing 
activities in 27 countries and shipments to 150 nations worldwide.  The 
world's fourth largest wine producer, California produces 90 percent of 
U.S. wine exports.  U.S. exports in 2009 were $912 million in winery 
revenues and 2010 is on track to be the highest ever for California wine 
sales outside the U.S.

 

"The /Discover California Wines/ campaign gives our international 
representatives the tools they need to build California wine sales 
exponentially around the globe," said Robert P. Koch, President and CEO 
of the Wine Institute.  "We are setting an ambitious goal of more than 
doubling California/U.S. wine exports to $2 billion by 2022."  

 

/Discover California Wines/ campaign tools include print advertising, 
point of sale materials, wine region maps, brochures, trade show 
displays, a video presentation and digital and social media component.  
These tools are available to California winemakers, importers, retailers 
and restaurateurs actively promoting California wine overseas.  The 
campaign's California lifestyle approach aligns with the $50 million 
annual worldwide promotional program of the California Travel and 
Tourism Commission (CTTC) which positions the state as "the land of wine 
and food."

 

"The California lifestyle -- our sense of inventiveness, the way wine, 
food and the outdoors are essential parts of life here -- is evident in 
our wines," said Linsey Gallagher, Director of International Marketing, 
who developed the campaign.  "California wine, from more than 100

grape varieties and from regions with dramatically diverse geography, 
climates and cultures, has something for everyone and, along with it, a 
lifestyle that invites discovery."

 

Elements of the new California wine campaign will debut at international 
wine trade shows including Prowein, The London International Wine Fair 
and Vinexpo.  It will also be unveiled at signature California wine 
events in 2011, such as the California Wine Fairs in Canada and the 
California Wines European Spring Tour.

 

Campaign elements and the creative approach will also be reflected in 
the /California First/ domestic marketing program, which includes the 
annual California Wine Month celebration each September and a 
partnership with CTTC to promote the state's wine and food.  CTTC will 
introduce a 'refreshed version' of its national wine and food television 
spot this spring called "Good Life" which includes new scenes with 
vintner and former race car driver, Randy Lewis of Lewis Cellars, chef 
and Food Network personality, Michael Chiarello and Giada De Laurentiis 
also of the Food Network.

# # #

 

Go to *www.discovercaliforniawine.com 
<http://www.discovercaliforniawine.com/>* for PDF's of new brochures, 
maps and a link to the video.