Napa Vintners Embark on Eight-City California Marketing Tour

Strategy of Engaging Wine Trade in Intimate Settings Statewide

 

3/30/2011 - St Helena, CA--The Napa Valley Vintners (NVV) the non-profit trade association representing member wineries in America's premier wine region has honed its marketing of Napa Valley wines over the years, and is known as the industry leader in wine promotion. This spring the 67-year-old wine trade group embarks on its first all-California tour, showcasing the appellation's wines in 8 cities around the Golden State featuring more than 130 wineries.

"We chose cities across the state to engage and educate wine trade about wines from the Napa Valley in our largest market, California," said NVV Executive Director Linda Reiff. "Over the next two weeks we will cover the state from Lake Tahoe to San Diego--in smaller markets that we don't often have direct contact with."

The association annually visits San Francisco with its signature harvest promotion each October, and sees metro Los Angeles most years. The vintners will visit what might be considered secondary markets, but which are statistically responsible for a large percentage of wine sales in California. The road trip is bringing Napa Valley wine to key trade in Lake Tahoe, Sacramento, Marin County, Walnut Creek, Palo Alto, Pasadena, Orange County and La Jolla.

In-market advertising supports the visit with the strategy that all of California represents an opportunity for wine lovers to drink local and enjoy the best wines the state has to offer. As the US has become the leading wine consuming nation in the world, California leads that trend. Reaching these markets in more intimate and targeted settings is good business. Wine is the top finished agricultural product in the state and even though Napa Valley represents just 4% of California's wine grape harvest, it is the powerhouse behind the industry providing a value of 34% of the California wine industry's economic impact on the US economy.

Additionally while on the road, vintners are partnering with focused consumer wine groups in each city. So while there are no major public consumer tastings, there will be plenty of Napa Valley wine poured and lots of buzz being generated throughout the state.

"Overall we hope to engage wine retailers and restaurateurs in realizing the merits of the farm--or vineyard--to table philosophy that will continue to keep Napa Valley and California wines on the table and in the forefront in these important wine markets," said Reiff

For more information on events for the wine trade, contact Teresa Wall at the NVV at twall@napavintners.com or 707.963.3388 or visit www.NapaVintners.com

Lake Tahoe-March 31
Sacramento-April 5
Orange County-April 5
Pasadena-April 5
San Diego-April 7
Marin County-April 7
Palo Alto (South San Francisco Bay)-April 13
Walnut Creek (East San Francisco Bay)-April 14

The Napa Valley Vintners is the non-profit trade association responsible for promoting and protecting the Napa Valley appellation as the premier winegrowing region. From seven founding members in 1944, today the association represents 400 Napa Valley wineries and collectively is a leader in the world-wide wine industry. To learn more about our region and its legendary American wines, visit www.napavintners.com.

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Contact: Terry Hall, Communications Director 707-968-4217 thall@napavintners.com