Photo by LA Food & Wine Festival
10/13/2025 - Saint Helena, CA - As market conditions continue to shift for the wine industry, Napa Valley Vintners (NVV) is supporting its members and helping to drive broader engagement with fine wines through a wide offering of programs. Over the next four months, vintners will travel to meet consumers and trade through high-touch, in-market tastings and events. To help drive visitation, NVV is partnering on major events to bring visitors to the valley. To help members innovate and excel, NVV is providing education and opportunities for winery leaders to collaborate on what’s working.
“We’re working hard to help our members connect with new consumers and trade partners in market while also building programs that attract more visitors to the valley. We have an incredible line up of opportunities for our members to take part in during this last quarter and on into the new year,” said Linda Reiff, President and CEO of Napa Valley Vintners.
Meeting Consumers and Trade Where They Are
Over the next three months, 145 wineries will visit eight states to take part in more than 30 NVV marketing programs. Tastings and special events will take place in 16 key wine markets around the country including Chicago, Los Angeles, San Diego and several markets in Texas among others.
This fall, NVV is also coordinating participation for Napa Valley wineries in Wine Spectator's New York Wine Experience, the Fort Worth Food & Wine Fest and in the LA Food & Wine festival. Then in January, 100 vintners will take part in The Boca Raton Artisan’s of Wine & Food.
On the road programs began on October 2 in Chicago and St. Louis with wineries reporting a strong turnout at events, significant sales and a high level of engagement from both consumers and the trade.
Driving Visitation to Napa Valley
NVV is also focused on increasing visitation to the region by leveraging major events that will bring thousands of travelers to the San Francisco Bay Area.
In 2026, NVV will take part in two of the biggest sporting events in the world, a major American football championship and a global soccer tournament. NVV and Visit Napa Valley (VNV) are official partners in the Bay Area Host Committee to help drive visitation to Napa Valley as many travelers are expected to explore the surrounding region during their visits.
NVV will also work with music festival organizers in the spring to encourage visits to wineries during event weekends. This November, NVV is supporting a new festival created by VNV, The Napa Valley Standard, designed to showcase the region's world-class food, wine and hospitality.
Educational Programs That Support Winery Success
In addition to its marketing efforts, NVV is providing high-level educational opportunities for senior winery team members.
NVV recently hosted a program on leveraging AI in wineries and will offer members a session called The Economy and Wine Industry next week that will provide insights on national distribution, consumer behavior and market dynamics. In November, NVV will host its annual Napa Valley Sales Summit for winery leaders and sales directors with a strong focus on growth strategies in today’s market.
These sessions will bring nearly 300 members together to learn from experts, exchange ideas and share knowledge, reinforcing a culture of collaboration that is a hallmark of the region’s success.
Measurable Impact and Member Engagement
Member participation is strong in 2025 with 98 percent of NVV's member wineries taking part in NVV programs. So far this year, member wineries have averaged participation in 13 programs each.
According to the 2025 State of Winery Health report by InnoVint, wineries that are active in their communities are nearly three times more likely to be profitable.
For NVV members, there is clear return on investment. For every $1 paid in membership dues, wineries receive at least $10 in direct benefits according to a study conducted by bw166.
About Napa Valley Vintners
The Napa Valley Vintners nonprofit trade association has been cultivating excellence since 1944 by inspiring its nearly 550 members to consistently produce wines of the highest quality, provide environmental leadership and care for the extraordinary place they call home. NVV has invested more than $245 million in community healthcare, youth development and the environment in Napa County. Learn more at napavintners.com.
Contact: Napa Valley Vintners, Media Relations - 707.963.3388, media@napavintners.com
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