California Ag Network

Tag: Wine Tourism

  • Sonoma County Winegrowers Unlocks National Growth Opportunities

    At its annual Dollars & $ense meeting today, themed, “The Next Chapter: Elevating What Works and Expanding What’s Possible,” Sonoma County Winegrowers (SCW) announced a strategic reorganization and renewed organizational focus to build demand, expand partnerships, and increase sales of Sonoma County wines to support long-term grower success.

    The moves reflect a proactive response to an evolving marketplace and are designed to ensure Sonoma County remains competitive, relevant, and well-positioned for future growth.

    Moving forward, Jennifer Dieckmann, currently Chief Operating Officer of Sonoma County Winegrowers, will assume the role of Executive Director and COO, leading the organization’s day-to-day operations, program execution, and team leadership, while maintaining operational excellence and strengthening grower and stakeholder engagement across all initiatives.

    At the same time, Karissa Kruse, as Chief Executive Officer, will leverage her proven track record of building high-impact partnerships and market-driven programs to focus more deeply on strategic leadership, business development, market expansion, and national partnerships that elevate the Sonoma County wine region and drive demand.

    Together, this leadership structure allows Sonoma County Winegrowers to maximize its strengths—pairing strategic vision and partnership-building at the top with disciplined execution and operational excellence—ensuring strategies move from vision to measurable impact for growers.

    “We want to play offense,” said Kruse.  She added, “Our growers have always been changemakers – they don’t wait for conditions to improve or hope the market will turn; they lead with intention.  With the full support of our grower-led board of directors, we are bringing that same relentlessly proactive mindset to our organization to sharpen our focus, build strategic partnerships, and create new pathways to sell more Sonoma County wine.  When our wines succeed in the marketplace, our growers also succeed which drives a new era of growth for our farms, our wines, and our region.”

    The move follows months of thoughtful evaluation of the evolving wine marketplace including a deep assessment of challenges and opportunities, a review of what SCW programs have delivered the greatest impact, and a clear focus on how to scale those successes through strategic partnerships and business development.

    Since Kruse became the organization’s chief executive in 2013, SCW has evolved from a regional, single-purpose trade organization into a nationally recognized leader in sustainability, workforce development, innovation, collaboration, and wine region branding.    

    Looking ahead, SCW will build on this strong foundation by expanding strategic partnerships, advancing innovative farming practices, and strengthening the relevance of the Sonoma County brand – not only within the wine industry, but across the broader hospitality and consumer landscape.

    “The success of winegrowers in Sonoma County can only happen when there is success for Sonoma County wines.  For years, SCW has been building a strong foundation comprised of a number of programs that build upon one another to raise awareness, attract notable partners, and support the brand,” said Bret Munselle, of Munselle Vineyards and chairman of the SCW board of directors.  He added, “Now, with these new moves, we are going to scale up what has worked including our strategic partnerships to improve marketplace sales, protect farming in the future and keep the Sonoma County brand in demand for years to come.”

    In her new role, Kruse will focus on building and activating high-impact partnerships, advancing new business opportunities, and expanding markets in support of long-term demand for Sonoma County wine.

    To help make the vision a reality, a series of strategic objectives were developed including:

    •Expanding and diversifying markets for Sonoma County wine and grapes;

    •Drive tourism and direct engagement

    •Be the region of choice to realize best in class partnerships programs and resources;

    •Make best uses of resources;

    •Provide thought leadership that drives action;

    •Build diversified and sustainable revenue streams; and,

    •Support winegrowers and Winery Collaborative members.

    “For our winegrowers, wineries and our county, we must win in the marketplace, ensure farming has a future; and maintain Sonoma County’s wine and tourism relevance,” said Kruse.

    During the Dollars & $ense meeting, SCW highlighted its robust portfolio of SCW programs and partnerships designed to strengthen demand, elevate the Sonoma County brand, and support long-term grower success.

    •Building on its leadership in sustainability and innovation, SCW expanded its Farm of the Future initiative as a living laboratory for next-generation farming practices —launching Reservoir Farms, Sonoma, and collaborating with industry leaders including John Deere, Ford Pro, Wilbur-Ellis, and Agrology.

    •The organization continued to invest in workforce development through the Sonoma County Grape Growers Foundation, including the nation’s first vineyard employee Leadership Academy.

    •On the market-facing side, SCW deepened strategic partnerships across food, sports, hospitality, and media—launching the first-ever Major League Baseball wine club in partnership with the San Francisco Giants and collaborating with professional sports franchises including the Coachella Valley Firebirds, Chicago Bears, and Houston Rockets—to reach new audiences and drive consumer engagement.

    Together with national partnerships with Food & Wine, GuildSomm, Landry’s, and Lettuce Entertain You, these efforts reinforced Sonoma County’s position as one of the world’s most trusted, relevant, and respected wine regions.

    About Sonoma County Winegrowers:

    Sonoma County Winegrowers (SCW) is a marketing and educational organization committed to promoting and protecting Sonoma County as one of the world’s premier winegrowing regions. With more than 1,800 grape growers across 19 distinct American Viticultural Areas (AVAs), Sonoma County is recognized globally for its commitment to quality, sustainability, and innovation.

    In 2014, Sonoma County Winegrowers led the charge for all local vineyards to become certified sustainable, resulting in 99% of the region’s vineyard acreage being certified by a third-party auditor—making Sonoma County the most sustainable winegrowing region in the world.

    SCW continues to lead through its Farm of the Future initiative, establishing Sonoma County as a “living lab” for innovation and regenerative agriculture. This first-of-its-kind platform brings together global collaborators such as Ford Pro, John Deere, Wilbur-Ellis, and Agrology to accelerate climate-smart farming solutions.

    Beyond the vineyard, SCW supports the people who power the wine industry through its 501(c)(3) foundation, which invests in vineyard employees and their families. This includes a pioneering Leadership Academy designed to elevate the next generation of agricultural leaders.

    SCW’s dynamic marketing efforts extend nationwide through partnerships with brands and organizations including Landry’s, Lettuce Entertain You, the San Francisco Giants, Houston Rockets, Chicago Bears, Coachella Valley Firebirds, and Food & Wine magazine—sharing the story of Sonoma County’s heritage, innovation, and excellence with new audiences across the country.

  • Celebrate California Wine Month and the State’s 175th Birthday Throughout September

    This September there’s more than one reason to raise a glass. September 1 kicked off California Wine Month, officially designated by the California State Legislature as a statewide recognition of one of the world’s most iconic winegrowing regions. And on September 9, the Golden State marks its 175th birthday.

    “California Wine Month is a celebration of the people, places and traditions that make our wines truly unique,” said Robert P. Koch, president and CEO of Wine Institute. “California wine brings people together across cultures and generations, and behind every bottle is a community that supports more than 1.1 million U.S. jobs and contributes $170 billion to the economy. This month is a reminder of how deeply rooted wine is in our state’s identity and how vital it is to our future.”

    Throughout September, wineries across the Golden State are hosting California Wine Month events and activities, from behind-the-scenes harvest tours and grape stomps to wine and food festivals.

    “California Wine Month shines a light on the hard work and heritage of our state’s winegrowers, many of them multigenerational farmers who care deeply about their land, their communities and the future,” said Karen Ross, secretary of the California Department of Food and Agriculture. “Wine connects people to California in a way that’s uniquely personal. Whether you’re walking a vineyard at harvest or enjoying a bottle at your table, you’re experiencing something truly rooted in our state’s culture and values.”

    From vineyard to table, California wine brings out the best in local flavors, from Sonoma oysters to Santa Maria tri-tip. Back by popular demand, the “Iconic California Dishes to Celebrate California Wine Month” e-book offers delicious inspiration for pairing local wines with California’s seasonal bounty.

    “California wine country is not one singular destination or experience,” said Caroline Beteta, president and CEO of Visit California. “It’s the perfect blend of world-class wines, stunning landscapes and unforgettable hospitality. California welcomes visitors from around the world to explore our wine regions, where every tasting is a chance to connect, reflect and raise a glass to what makes the state special.”

    10 Great Moments in California Wine History

    California’s wine community has come a long way during the last 175 years — and it’s just getting started. Here are some of the most memorable and impactful moments in the state’s wine history.

    1850: California gains statehood. This sets the stage for the wine industry’s growth as Gold Rush migration to Northern California spurs demand and vineyard plantings.

    1933: Prohibition is repealed, allowing wine sales to resume.

    1934: Wine Institute is founded to support the California wine industry’s rebirth.

    1960s–1970s: A new wave of wineries across California usher in a modern era, pairing innovation in winemaking with welcoming visitor experiences that set the stage for global recognition.

    1967: Table wines outsell dessert wines by volume in the U.S. for the first time since Prohibition.

    1976: At the Judgment of Paris, California wines beat France in a blind tasting, gaining worldwide recognition.

    1993: Sales of wines labeled by grape name surpass generic wine sales in the U.S.

    2002: Industry leaders introduce the Code of Sustainable Winegrowing.

    2004: California Wine Month is established to celebrate the wine community’s cultural and economic contributions.

    2005: The U.S. Supreme Court rules that states can’t favor local wineries over out-of-state ones when it comes to shipping wine directly to consumers. This gives wine lovers across the country better access to California wines.

    California Grown along with select restaurants and retail partners are celebrating California Wine Month and the state’s 175th birthday with the California 75 wine cocktail, and a Modern Prune Birthday Cake.
    Images and recipes of the California 75 and Modern Prune Cake may be downloaded here

    About CA GROWN
    California Grown was formed in 2001 to increase awareness and consumption of high-quality California agricultural products. The organization is represented today by more than two dozen commodity organizations and dozens of agricultural entities licensed to use the popular California Grown brand. Image of Locy can be downloaded here. For more information about California Grown, contact Cherie Watte at cher@californiagrown.org.
    californiagrown.org.

  • Popular Grape Camp Returns to Sonoma County

    Sonoma County Winegrowers has just announced it is bringing back one of its most popular programs this fall when Grape Camp returns.  This three-day immersion in all thing’s agriculture, wine and food in Sonoma County is an experience of a lifetime.  From vineyard immersions led by growers to sommelier-led wine tastings to unforgettable farm to table gatherings, the camp allows participants to learn first-hand why Sonoma County is a wine and food mecca.

    “Grape Camp is much loved by past campers because it is true wine country immersion! The best part is getting to meet so many of our local family farmers and winemakers,”  said Karissa Kruse, president and chief executive officer of the Sonoma County Winegrowers.  She added, “We took a few years off, but we regularly received inquiries asking if Grape Camp was going to return, so we are thrilled to bring back this ‘bucket list’ experience for wine lovers.”

    Grape Camp is more than an event — it is a celebration of community, craftsmanship, and connection to the land. From picking grapes alongside multi-generational farmers to blending wines and dining under the stars, guests will savor the region’s bounty in its most authentic form. Grape Camp offers a unique blend of Sonoma County’s luxurious hospitality and its grassroots winegrowing heritage.

    Sonoma County is home to more than 495 wineries, over 100 wine grape varieties and 19 distinct wine growing appellations, as well as 50 miles of coastline—more than any other wine region in California.  The region’s dynamic landscape and commitment to sustainability make it the perfect place to learn, sip, and savor. Whether you’re a seasoned connoisseur or simply wine-curious, Sonoma County Winegrowers invites you to be part of the story — from vine to glass.

    Grape Camp will be held September 28 through October 1, 2025. Space is limited, so reserve your space now by visiting https://sonomawinegrape.org/grape-camp-2025/.

    About Sonoma County Winegrowers: Sonoma County Winegrowers (SCW), was established in 2006, evolving from the Sonoma County Grape Growers Association, which was first launched in 1983 by local grapegrowers inspired to work together to elevate the region. SCW is a marketing and educational organization dedicated to the promotion and preservation of Sonoma County as one of the world’s premier grape growing regions. With more than 1,800 growers, SCW’s goal is to increase awareness and recognition of the quality, sustainability and diversity of Sonoma County’s grapes and wines through dynamic marketing and educational programs targeted to wine consumers and influencers around the world. In 2014, Sonoma County’s winegrowing community embarked on a major initiative to have all Sonoma County vineyards certified sustainable. Today, 99% of the vineyard acreage in Sonoma County has completed certification by a third-party auditor making Sonoma County the most sustainable winegrowing region in the world. In addition, in 2020, SCW became the exclusive pilot partner for the California Land Stewardship’s Climate Adaptation Certification. In 2022, SCW began envisioning a Farm of the Future which it officially introduced in 2023. SCW’s sustainability efforts have been recognized with California’s highest environmental honor, the 2016 Governor’s Environmental and Economic Leadership Award (GEELA).