The Clarksburg American Viticultural Area sits just south of Sacramento, less than 30 minutes from downtown. Still largely uncrowded, the area features scenic country roads that wind along the levees of the Sacramento River Delta.

Despite its proximity to the city, Clarksburg remains a thriving agricultural region where the sights, sounds, and even the traffic of farming are all part of the experience.

During harvest, the levee roads come alive with trucks carrying thousands of pounds of freshly picked winegrapes from vineyard to winery. A skilled semi-truck driver hauling a 25-ton load picked in the wee hours may pass you, navigating the winding route with a familiarity you can only envy.

Clarksburg’s nightly Delta breeze provides relief from hot summer days, creating a growing environment well suited to a diverse range of grape varieties. The drop in temperature between day and night can be up to 40°F—one of the defining benefits of growing grapes in this region. This nightly temperature drop helps grapes retain their acidity, an important determinant of quality in a finished wine.

Imagine cutting open an orange, only to find it a little mushy and lackluster, like a piece of old chewing gum that has retained its texture without any of the flavor. It’s missing that something that makes it so delicious. That something? Acidity.

In wine-speak, acidity is often described as “brightness.” It’s the lively quality that gives a wine freshness and leaves a lingering impression of flavor even after the sip is gone. For those who are not as familiar with wine tasting, a relatable perception of acidity occurs when the tip of the tongue touches a lemon and the sides of the mouth flood with saliva.

Temperature and acidity have an inverse relationship in winegrapes. As temperature increases, acidity decreases. Grapes ripen faster in warmer climates, while cooler evenings slow the ripening process, giving grapes more time to develop flavor while retaining their natural acidity.

On this particular morning, grower David Ogilvie of Wilson Vineyards and Silt Wine Company is harvesting two white wine grapes that are known for their ability to retain acidity, even when grown in warm climates. Organic Chenin blanc has been hand-picked by a crew in the earliest morning hours, while mechanical harvest of Riesling is underway in a block down the road.

In the vineyards Ogilvie manages, requests for hand-picked grapes are increasing. As Clarksburg gains notoriety as a region, an influx of winery buyers who prefer hand-harvesting is driving this change. Ogilvie says that the decision between mechanical and hand harvesting often comes down to the practicality of moving machinery relative to the tonnage being harvested and the price the buyer is willing to pay.

Mechanical harvesting is extremely common and widely used. Mechanical harvesters can harvest grapes much faster than crews and can reduce labor expenses, which is particularly important given agricultural labor availability and costs.

Walking into the dark vineyard feels peaceful at first. There’s a certain reverence to being outside in the early morning under an open sky. But an entire world of agriculture is already in motion. There are bright lights, the rumble of diesel engines, and the exciting chaos of load-up. These grapes are heading to wineries all over northern California.

While most of us sleep, dedicated farmworkers and managers are already hard at work picking grapes, filling bins, and driving tractors. Watching the crew’s extraordinary expertise in action, it’s easy to forget the significance of what you’re seeing. This is the moment of utmost importance: the instant the grapes come off the vine.

It’s staggering to consider all the work in the vineyard that led up to harvest day. Innumerable decisions about viticultural practices—from irrigation management and pruning to leaf pulling and fruit thinning—along with hundreds of others, ultimately shaped each cluster.

When asked about his favorite part of harvest, Ogilvie is quick to answer that it’s loading bins at sunrise. It’s hard to be disappointed out in the cool air of a new day when everything is just beginning.

As California Wine Month approaches in September, ideas for how both new and seasoned wine consumers can discover the incredible array of wines California has to offer have been top of mind.

An onslaught of articles discussing wine’s everlasting place in human culture reflects a notable shift toward forward-looking ideas for how we reconnect with consumers who could still very much be interested in wine, but just aren’t yet.

For California winegrape growers, that conversation now matters more than ever. California growers ultimately depend on customers choosing California wine, making a strong connection with consumers essential all the way back to the vineyard. Rebuilding demand isn't an abstract marketing challenge; it has very real implications for the farming families, farmworkers, and communities behind the bottle.

All signs point to greater approachability in wine marketing being necessary to attract more young consumers.

Wine doesn’t just belong on the dinner table. Opening a bottle isn’t only reserved for special occasions. Wine belongs anywhere and everywhere people are, because for millennia, wine hasn’t been an occasional indulgence—it has simply been part of the human experience.

Although the neo-prohibitionist movement may be enjoying its temporary moment in the spotlight today, not terribly long ago a Wine Enthusiast article from 2021 stated, “Most of all, our modern attitude to wine is similar to that of the ancient Romans. They saw it as a universal right, rather than the prerogative of the elite. For them, wine was pleasure, relaxation and ritual.”

Despite the many headwinds facing the industry, wine professionals across the community are finding creative ways to remind audiences of wine’s place in everyday life, connecting consumers with the people, places, and passion behind the bottle.

Much of the next generation of wine drinkers’ excitement stems precisely from their strong curiosity around the place where it was grown—not necessarily through the terroir-focused lens of past consumers, but beyond that—an all-encompassing interest in not only the specific attributes of the land, but also the farming practices, cellarworkers, farmworkers, and history that are inseparable from the brand’s story.

This week Wine Enthusiast released its list of 2026 Rising Stars in the wine and spirits industry, many of whom are cultivating unique avenues to tell precisely these stories. At 25 years old, Master Sommelier candidate Cokie Ponikvar has made her journey of wine education feel approachable rather than intimidating through videos of her blind tastings and exam preparation.

In 2025, Ponikvar moderated a panel at Unified Wine & Grape Symposium on strategies for bringing Gen Z to the table, exploring current patterns and preferences among younger consumers.

Expanding the consumer audience for wine is a shared responsibility across the industry. Growers, winemakers, and those who engage directly with consumers all have an important role to play, with consumer-facing members of the industry uniquely positioned to introduce wine to new audiences and build connections beyond the vineyard and the cellar.

But perhaps reconnecting consumers with wine isn’t only about wine. It may be about reconnecting people with one another.

One of the intended outcomes of California Wine Month is to foster excitement and bring people together to connect over a bottle—in any environment. California’s wine consumers may not realize what a unique advantage they have in their proximity to the vineyards, wineries, and people behind the wine, and with that countless opportunities to explore and connect.

Beyond the familiar challenges of declining alcohol consumption among both younger and older generations, one of the greatest hurdles affecting the industry is the larger cultural shift in how much time younger Americans spend alone.

This week US investment bank Jefferies published a piece on the declining social interactions of Gen-Z, highlighting the finding from the American Time Use Survey that “on an average day in 2023, one in ten Americans aged 23-29 spent zero minutes interacting face to face with another person.”

Neighborhood gathering spots, bars, and tasting rooms provide spaces that help people connect. The beverage facilitates the connection, but is largely secondary to the purpose. The point is to gather.

Create structural solutions that restore and reimagine opportunities for face-to-face social interaction, and renewed interest in alcohol consumption among younger generations may naturally follow.

Wine writer Molly Bossardt encourages wineries to adopt the long-lauded European tradition of aperitivo “because the answer to drinking less and feeling more lonely isn’t to drink more. It’s to gather better.”

Bossardt posits that aperitivo is “actually the perfect format for the sober-curious, moderation-minded consumer who still wants to be social, still wants an experience, still wants something that feels special without feeling like a production.”

Aperitivo, or apéritif, is the social ritual of enjoying light drinks paired with small bites before a meal, in the company of friends or family. Americans are already responding positively to the trend.

The group behind Aperol and Campari (ingredients used in beverages commonly enjoyed during aperitivo) recorded a 2.5% sales growth in the quarter through June of this year. Between 2010 and 2022, Aperol shipments in the US rose from 9,000 cases to 390,000.

Wine can—and should—be part of this.

Bossardt suggests wineries pick a few days per month to extend their tasting room hours into the evening to capture the aperitivo crowd. Many wineries already have all the elements needed for the perfect aperitivo—wines by the glass, ingredients for a charcuterie board, and a beautiful setting.

It’s just a matter of creating the occasion to connect. This September, California Wine Month provides the opportunity to do just that.

A trip to California’s wineries offers the chance to get to know the people behind the vines. Guests can incorporate a vineyard tour into their visit, sometimes led by the grower themselves. It’s a fantastic opportunity to learn about the people and practices that bring California wine from the vineyard to the bottle.

Ultimately, every bottle of California wine represents more than just what’s in the glass. It encompasses the work, livelihoods, and communities that make California wine possible.

This week, CAWG was honored to be present for the reading of ACR 234, an Assembly resolution declaring September as California Wine Month.

CAWG and the Wine Institute co-founded California Wine Month in 2004 to recognize the importance of California's wine industry and its contributions to our state's economy, agriculture, and communities.

Over the years, the celebration has grown into a statewide campaign promoting our diverse wine regions and the people who dedicate their lives to cultivating California’s vineyards and producing wines enjoyed around the world.

Assembly Majority Leader Cecilia Aguiar-Curry (D-Winters) authored the resolution on behalf of California’s wine industry and invited growers to be present in the gallery for its reading. CAWG was proud to be joined by Ryan Bogle of Bogle Winery and the Wine Institute as we celebrated this special occasion.

Harvest is in full swing in September, making the season a fitting background for California Wine Month. Guests are invited to share firsthand in the excitement of the harvest season, with events ranging from regional wine tastings and winery special experiences to grape stomps and winemaker dinners. Find an event or offering near you.

Celebrating California Wine Month can be as easy as reaching for a bottle of California wine. Seek out a label from a California producer or viticultural area that you haven’t tried before. Host a farm-to-table feast in your own backyard, pairing wines from California’s diverse regions with each course.

Perhaps there is a local winery that has been on your list to visit. California Wine Month is the perfect time to make the trip!

With more than 100 different grape varieties grown throughout California and thousands of microclimates shaping wine styles, even seasoned wine drinkers can discover something new. Whether you prefer the sun-drenched flavors of warmer growing regions or the more subtle expressions of cooler coastal areas, there is a local wine for every palate.

The I ❤︎ CA Wine sticker was created in celebration of California’s winegrape growers and the state’s world-class wine industry. Now available for purchase, the sticker is a simple way to share your support for California wine wherever you go.

California Wine Month offers an opportunity to connect with friends and family, explore something new, and support the winegrape growers who dedicate their lives to producing the grapes behind the wine on your table. Cheers to California wine!

In the last decade, the late summer and early autumn have become synonymous with fire season throughout the West Coast. Larger wildfires have become more frequent, larger, and increasingly severe. The amount of land in the Sierra–Cascade region that has burned annually in severe wildfires has tripled over the past 30 years.

The phrase “fire season”, as a concept that Americans recognize, has been around for more than 100 years. But this year, fire season seems to have arrived early.

As of August 5th, there were 49 uncontained large fires actively burning across Washington and Oregon. California has already seen more than 4,200 wildfires so far this year.

This past spring was the second-warmest on record in California, leading to early melt-off of snow and allowing finer fuels like grasses to survive through the winter. This factor, combined with above average precipitation in April, led to elevated plant growth throughout Northern California, resulting in an abundance of fuel for potential wildfires.

California’s rivers and streams trace their origins to headwater landscapes. Mountain snowpack, meadows, and soils act as natural water reserves, absorbing moisture and releasing it gradually.

But decades of land-use change and fire suppression have played a part in allowing vegetation to build up, reducing moisture in mountain meadows and increasing the risk of severe wildfires.

Prior to about 150 years ago, most of the headwater forests in California were shaped by frequent low-intensity fires that naturally thinned excess vegetation and reduced brush buildup. But in the late 1800s, forest management priorities shifted to protecting timber resources and communities as California’s population began to grow.

As wildfires were suppressed, mountain meadows and forests became overcrowded with dense brush and trees, creating conditions that fueled more intense fires when they inevitably sparked. Landscapes that had once been shaped by periodic low-intensity fire became more susceptible to wildfires that were fewer in number, but far more severe.

It’s a self-reinforcing cycle. According to the Public Policy Institute of California, “when headwater forests burn in severe wildfires, those fires disrupt the processes that regulate water supply—reducing snowpack", among other consequences. So even as fire clears excess brush from headwater landscapes, that does not mean the conditions for optimal water storage capacity will suddenly return.

The current situation feels shocking as we collectively battle with the implications of what annual severe fire seasons represent on a long-term scale, especially for the wine industry.

Despite being regarded for decades as a luxury product, wine is, above all, an agricultural product and is not immune to the array of obstacles that have perennially shaped farming.

Smoke exposure in grapes can present an array of challenges that make the production of a commercially viable wine considerably more difficult. Wildfire smoke, especially during the later stages of grape development, can significantly impact the quality and marketability of winegrapes and the wines made from them.

When grapes are exposed to smoke, compounds in the smoke can be absorbed through the skins. These compounds bind with sugars in the grapes and remain undetectable until fermentation, when they can break down and create undesirable smoky or ashy flavors in the wine.

To address these challenges, CAWG and its industry partners have been successful in securing funds through the USDA Agricultural Research Service for smoke exposure research, in partnership with land grant universities on the West Coast.

The West Coast Smoke Exposure Task Force (WCSETF) was created as a collaborative coalition of growers, winemakers, researchers, and wine/grape industry organizations from California, Oregon, and Washington dedicated to advancing research and education on wildfire smoke exposure in winegrapes.

To help chart the path forward for wine industry-focused smoke exposure research, the WCSETF developed the Smoke Exposure Research Roadmap. The roadmap outlines current and future research directions, including the creation of smoke-adapted grapevine clusters, prevention strategies using barrier sprays in the vineyard, and the development of biological degradation technologies targeting smoke compounds. Multi-disciplinary research is already underway, providing winegrape growers and wineries with the knowledge and tools needed to better understand and manage smoke exposure.

An annual Smoke Summit has been hosted by the WCSETF since 2021, bringing together leading researchers and industry experts to share the latest progress on wildfire smoke exposure studies, how that research is being applied in real-world vineyard and winery decisions, and crop insurance procedures for wildfire smoke claims.

For winegrape growers, crop insurance can play an important role in wildfire recovery. CAWG helped develop the FIP-SI (Fire Insurance Protection-Smoke Index) endorsement for crop insurance to add a layer of protection for grape growers during heavy smoke years. The FIP-SI program covers a portion of the deductible of the Grape Crop Provisions when the insured county experiences a minimum number of smoke events as determined by the Federal Crop Insurance Corporation.

As CalFire says, a wildfire “isn’t an isolated event or a distant problem. It's real and it demands preparation, vigilance, and a shared responsibility. These fires affect communities, ecosystems, infrastructure, and lives.” As wildfire risk continues to increase, it is crucial that people take action to reduce that risk and increase the safety of their communities.

Several years ago, then-Governor Jerry Brown ordered that CalFire discontinue its seasonal and isolated approach to its work, as Governor Brown recognized that with the effects of climate change, fire season is essentially year-round, and wildfires present a statewide problem.

The California Sustainable Winegrowing Alliance has created a wildfire preparedness guide for winegrowers with suggestions of steps to take to reduce the risk of fire and how to prepare vineyard staff should a fire occur. The WCSETF website is also an excellent resource for growers facing smoke impacts, offering recommendations for best practices, guidance on preparing for wildfires, and tools for managing the effects of smoke exposure. For the latest industry updates, subscribe to the WCSETF newsletter here.

Vintage 2026 has kicked off in many wine growing regions throughout California over the last couple weeks. While it isn’t unheard of to begin harvesting white wine grapes and grapes destined for sparkling wine in July, it is unusual. For some of California’s long-time growers, this is the earliest harvest they’ve seen in their careers.

The closest comparison growers recall in recent years was 2015, an early vintage when ongoing drought conditions defined the growing season. This year is different. A warm (but still mildly wet) February led to early budbreak, the term for when the green part of the plant starts to show. Soaring temperatures in March resulted in accelerated development, with shoots in some parts of the state reaching a foot in length by early April—growth that typically wouldn’t occur until late spring.

Heat (up to about 95°F) is like protein powder for grapevines. Grapevine metabolism is generally optimal between 75-85°F, and is active at temperatures above 50°F. Shoots can grow up to 10-12 inches per week during periods of rapid growth.

When a heat spell that accelerates growth happens early enough in the season that typical conditions like spring rain, fog, and wind are still expected to occur, it can spell disaster.

Luckily for most winegrowing regions in California, catastrophic spring weather events like frosts or extreme hail that often plague other growing regions around the world are less likely.

But the weather doesn’t have to be extreme to have an enormous effect. This year’s light crop is a direct result of “shatter”—industry lingo to describe a grape cluster that has many open gaps on the stem where grapes should have been, but are missing. Where did they go?

Imagine a cherry tree in full bloom, delicate pink blossoms fluttering in the wind on a cloudy day. It starts to rain and the wind picks up. The luckiest of those pink petals hang limp and waterlogged, likely to mold and fall off, while most of them have already been thrashed to the ground. In a year with these conditions, the cherry crop is small.

While many people don’t have the opportunity to witness the life of a grape before they see its final form, each grape in a cluster was too once a flower. Although the grape flower does not have obvious petals, the flower organs are still susceptible to detrimental weather events. Flowers are usually only open for one to three weeks. And when they are in bloom—especially when they are out much earlier than usual like this year—the risk of a looming weather event inflicting damage is high.

The severity of shatter varies significantly by region, variety, vineyard, and even individual blocks within a vineyard. While some growers are experiencing substantial crop losses, others have seen only minimal impacts, making this a highly localized issue across California’s wine regions.

After the heat spell in March, spring weather returned to a more typical pattern, alternating between rain showers and cool days. For vines that were cruising along thinking it was already late spring and happened to be in bloom, the change in weather played a defining role in limiting their ultimate output for the year.

A fruitful grapevine shoot will usually produce one to three flower clusters per shoot. Some estimates say the percentage decrease in yield due to extreme shatter can be up to 80%, with moderate shatter considered about 20%. This harvest, growers in some regions are anticipating yield to be down approximately 50%.

It’s worth noting that shatter is not the only issue at play when it comes to decreased yields. After a season with a heavier than usual crop like 2025, grapevines tend to regulate themselves by producing a lighter crop the following year. This year, some growers are seeing vineyards with cluster sizes that are around 30% smaller than last year—before shatter has even been taken into account.

While the biological reasons behind this year’s lighter crop are important, they come against the backdrop of broader economic challenges facing California winegrape growers. Many vineyards continue to contend with rising production costs, weak grape demand, and reduced profitability. Although a smaller crop may help bring supply more in line with demand over time, lower yields also reduce revenue for growers whose costs remain largely unchanged.

But as many in the industry have already mentioned, a light crop this year may not be the unfortunate news that it usually is. Perhaps nature working in tandem with California’s growers will help rebalance the supply of winegrapes. The road ahead, however, will require more than nature’s help. It will take renewed consumer demand, fair competition, and continued investment in the growers who are the foundation of California wine.

A few weeks have passed since the defeat of AB 1585, which is enough time to reflect on what happened rather than simply react to it. Looking back, there are three questions worth answering: What happened? What did we learn? And where do we go from here?

What Happened

For anyone who needs the basics, AB 1585 proposed a simple standard: if a bottle is labeled “American,” the grapes should be American-grown. It passed the Assembly 67-0. It never received a vote in the Senate.

You’ve probably seen the narrative that the author “pulled the bill,” as if it were a voluntary decision. It wasn’t. There’s a real difference between choosing to withdraw a bill and being backed into a corner until withdrawing is the only option left. That’s what happened here.

A bill that earned unanimous support in one chamber couldn’t even receive an up-or-down vote in the next. Regardless of where you stood on the issue, legislation with that level of bipartisan support deserved the opportunity to be debated and voted on.

In the weeks before the bill was ultimately pulled, the chair of the Senate Governmental Organization Committee made her opposition to AB 1585 clear to the bill’s authors and committee members. Just days before the scheduled hearing, the committee released its analysis, a document intended to inform members as they evaluate legislation. The analysis reflected many of the same arguments advanced by the opposition while giving comparatively little attention to the broad coalition supporting the bill.

Those developments made it clear the bill no longer had a viable path forward in committee.

In the weeks since, we’ve felt the disappointment in conversations with growers, wineries, and industry partners across the state. Many remain in disbelief that a bill with such broad coalition and legislative support could end as it did. While some may claim victory, make no mistake: this is a loss for the entire California wine industry.

The bill ultimately failed because a few of California’s largest wine companies, which all operate globally, and the trade association representing them, prioritized preserving the flexibility to source lower-cost imported wine over strengthening the connection between an American label and the American growers behind it.

Every industry eventually reaches moments that force a real choice. Protect the status quo, or invest in the future. Serve a handful of the largest players, or strengthen the industry as a whole. AB 1585 was one of those moments.

What We Learned

AB 1585 did more than draw a line around one word on a label. It exposed deeper structural issues facing our industry.

A bill this straightforward proved remarkably difficult to argue against on its actual terms. Instead, the conversation shifted to almost anything but the simple question the bill asked.

Opponents of AB 1585 argued that imported wine improves the flavor of American wine. We were told consumers don’t really care whether a bottle labeled “American” is made from American grapes. We were told California doesn’t produce enough Sauvignon Blanc or Pinot Grigio to meet demand. And we were told that preserving other labeling claims was more important than defining what “American” means.

Together, those arguments asked California growers to believe that imported wine improves quality, that consumers don’t care where their grapes come from, and that California can’t grow enough grapes, even as vineyards across the state are being removed because growers can’t find a home for their fruit.

It’s difficult to imagine a more dismissive message to the growers and wineries who have spent generations building the reputation of California wine.

And of course, if the word “American” on a wine label doesn’t really matter, why was so much time and political capital spent ensuring a bill that simply defined that word never received a vote?

What began as a truth-in-labeling bill ultimately exposed a much larger debate about the future of California wine, who it should serve, what consumers should be able to trust, and whether multigenerational family farms still have an equal voice in shaping the policies that determine their future.

Demand Matters, But So Does Supply

Perhaps the most revealing moment came after the bill’s defeat, when the conversation immediately shifted to the need to “refocus on demand-building.”

Demand absolutely matters, and CAWG has consistently supported efforts to rebuild it because California wine needs consumers. But that shift raises an important question: How do you build demand for California wine while continuing to defend the imported bulk wine that competes directly with California growers?

You cannot build a future for California wine on grapes that are no longer in the ground. Selling more California wine without protecting the vineyards behind it doesn’t secure a future for California wine. It secures a future for the global wine trade instead.

And if we continue allowing imported bulk wine to displace domestic grapes while still benefiting from the word “American” on the label, we’re asking growers to compete on a tilted field and calling it unity.

Growers have heard the statements about supporting farming families and standing together as an industry before. Those words are encouraging, right up until solidarity actually costs something. Growers asked for one concrete step in their direction. Instead, they were told to focus on demand.

Supply and demand aren’t competing priorities. California wine can’t survive without consumers, and it can’t survive without the vineyards that grow its grapes. Lose the vineyards, and there’s nothing left to promote. Protecting one without the other is not a strategy for long-term success.

Where We Go From Here

The defeat of AB 1585 doesn’t end this conversation. If anything, it brings into focus exactly how crucial it is that this work continues.

CAWG remains committed to ensuring that when a consumer picks up a bottle labeled “American,” it is made with American-grown grapes—and supports the growers and communities that made the bottle possible. While the path forward may look different than it did six months ago, the objective has not changed.

Of equal importance is the coalition that emerged around AB 1585, which is standing strong. Growers, family wineries, regional organizations, and consumers all banded together. This has become the foundation for what’s next.

Since the bill’s defeat, CAWG has regrouped with our stakeholders to establish a clear strategy on next steps, with work well underway. We look forward to sharing more with our members as these efforts continue to develop.

Although AB 1585 did not become law, an invaluable achievement developed through the process. A broader conversation was ignited about wine industry transparency, fairness, and the future of California wine. The enormous momentum generated by this bill shows how deeply people connected with a simple mission that almost everyone who touches the domestic wine industry could get behind. We intend to carry that momentum forward.

Where CAWG Stands

CAWG carries California in its name because California’s winegrape growers are who we represent. We partnered with Family Winemakers of California because California wineries are who they represent. That deeply held responsibility doesn’t change because AB 1585 failed.

Today, CAWG is advocating for growers in Sacramento, Washington, D.C., and wherever decisions affecting California winegrape growers are being made. Whether it’s protecting the integrity of American wine labeling, advancing sound trade policy, strengthening risk management tools, addressing labor and water challenges, or rebuilding demand, every effort is guided by one mission: protecting the long-term viability of California winegrape growers and the communities they sustain.

We’re grateful to the members of CAWG and Family Winemakers of California, along with the many growers, wineries, regional organizations, consumers, and elected leaders who stood with us throughout this effort. We are especially thankful to Assemblymembers Damon Connolly and Rhodesia Ransom for their leadership and commitment to our industry.

The challenges facing our industry are real, but so is our resolve. CAWG was founded to be the voice of California winegrape growers, and that is exactly what we will continue to be. AB 1585 marked the end of one legislative effort, but it did not mark the end of our pursuit of truth in labeling, fairness for American growers, and a stronger future for California wine.

Natalie Collins
California Association of Winegrape Growers

Earlier this month, the CAWG Board of Directors toured the Salinas Valley to visit local agricultural operations and learn about the state of agriculture in Monterey County. Ranked as California’s fourth-highest ag-producing county, the gross value for 2025 crop production totaled $4.82 billion.

The Monterey County Farm Bureau recently released its 2025 Annual Crop and Livestock Report, highlighting the top 10 crops by value for the region. Winegrapes came in 9th at $ 114.6 million, behind strawberries, leaf lettuce, and head lettuce as the top-valued commodities. While the overall decrease in production gross value from the 2024 record crop values was 3% for commodities across the board, the decline in value for winegrapes was a whopping 25%, with an additional 20% reduction in yields due to unharvested acreage.

CAWG Board Member Jason Smith gave us a real-time look at what that actually means for Monterey County winegrape growers. As we traversed the county, Jason pointed out fallow fields that had once been vineyards, orchards of other commodities like citrus that had been planted where grapevines once stood, and vineyards with a yellow hue, signaling a lack of irrigation—a nearly certain sign of either mothballing or abandonment.

It is a given that the ratio of harvested tonnage to planted acreage is not linear, as total annual winegrape production varies widely from year to year based on environmental factors. But simply comparing the harvest data between the years 2021 and 2024 highlights how severely the winegrape industry has changed in Monterey County in just four years.

The 2025 Crop Report shows the value of Monterey County winegrapes is roughly half of what it was in 2021. In 2021, winegrape production totaled 167,000 tons with a reported value of $218.6 million, while in 2025 production declined to 86,400 tons with a value of $114.6 million. When the present wine industry challenges were first being reported in 2023, bearing acreage was 40,200, compared to 37,800 acres in 2025. One can only predict that the 2026 value will show an additional decline.

Gross production value provides an incomplete picture of industry health, as it does not account for the rising costs of production, harvest, regulatory compliance, and postharvest handling. As agricultural production has grown more expensive across California, Monterey County has been among the regions most affected by rising operating costs.

A Cal Poly San Luis Obispo study on regulatory compliance costs, originally commissioned by Monterey County Farm Bureau in 2006 and most recently updated in January 2025, found that compliance costs for lettuce growers have increased 1366% since 2006. Regulatory costs are now 12.6% of total production costs.

For agricultural businesses overall, production costs increased by about 25% from 2006 to 2018, while regulation costs climbed by almost 795%. While California’s regulatory requirements are in place to protect worthy causes, including the environment, groundwater management, food safety, and worker safety, the continually skyrocketing costs of compliance are forcing farmers to reevaluate the economic viability of their operations.

A December 2025 report by the Public Policy Institute of California found that the average business in the state is subject to 3,737 constraints across industries. This is the highest in the country, with the median being 1,400. Looking forward, the Sustainable Groundwater Management Act, new overtime and minimum wage requirements, and increased air and water quality regulations are expected to create regulations that come with additional cost pressures and result in decreased profitability.

In the Salinas Valley, the major decisions facing farmers are no longer distant concerns to address. The reality of the pressures impacting growers can already be seen in the changing landscape.

Witnessing the cumulative effects of the challenges facing growers firsthand strengthens CAWG’s commitment to advocating for what we value most about this industry: the growers, workers, and communities who sustain it. This experience provided a clearer window into the challenges ahead and will help to guide CAWG’s ongoing efforts to identify the policies and programs that will best support California’s winegrape growers.

We’ve spent the spring telling legislators why AB 1585 matters. This month, the companies opposing this bill did the job for us.

Quick context for anyone new here: AB 1585 would require that wine labeled “American” be made from 100% American-grown grapes. Today, 25% of wine in a bottle labeled as “American” can come from anywhere in the world, with no disclosure. CAWG and Family Winemakers of California sponsored the bill to fix that. The State Assembly agreed and sent it off the floor on a 67-0 bipartisan vote.

Now the bill is in the Senate, and the opposition has ramped up its effort to kill it. Large multinational beverage companies are working both directly through their own lobbyists and through the Wine Institute to defeat AB 1585. These are the same companies that told the Legislature how proudly they own and operate iconic California wine brands.

That puts a clear choice in front of the Senate Governmental Organization Committee: stand with the growers, farmworkers, and communities of California, or with the global companies fighting to keep foreign wine in bottles labeled "American."

The opposition is telling senators it speaks for the California wine industry. So let's look at what that same industry's biggest players did over the past few weeks.

Surplus

Treasury Wine Estates has announced it is cutting its portfolio from 76 brands to fewer than 30, and the Wall Street Journal reported it will sell what the company called “surplus” vineyards and wineries across Napa, Sonoma, and the Central Coast, including its Paso Robles and San Luis Obispo wineries. Their word. Surplus. The San Francisco Chronicle reported that over the next four years, Treasury will also significantly reduce its California vineyard acreage by selling vineyards, ending leases, and not renewing grape contracts. If you grow grapes in this state, read that last part again.

Here’s what makes it harder to take. Just a few weeks ago, Treasury testified against AB 1585 in the Assembly and told legislators how proudly it owns and operates California wineries, naming Beringer among them. Today, Beringer isn’t on the list of brands Treasury intends to keep.

A few days after Treasury’s announcement, Gallo confirmed it’s suspending crush operations at its Turner Road facility in Lodi, laying off about 20 workers. That follows closures earlier this year in St. Helena, Healdsburg, and San Luis Obispo that cost more nearly 100 California workers their jobs.

Here’s the connection: imported bulk wine arrives in this country already crushed and fermented. Every gallon of it is a gallon that will never pass through a California crush facility, and never touch the hands of an American farmworker or crush pad worker.

And the economics behind that substitution are no secret. Earlier this year, Delicato Family Wines, maker of one of the best-selling boxed wines in the country, put it plainly in a WineBusiness.com interview: “How’s a grower going to sell me grapes at $400 a ton in Lodi when it costs $600 to $800 a ton to grow grapes now?”

Meanwhile, bulk wine imports, finished wine shipped in giant bladders, were up 19% last year. That is roughly 45 million gallons, the equivalent of more than 220 million bottles. The wine is still being bottled and sold here. It's just not being grown or crushed here. And under the loophole AB 1585 would close, some of it can go straight into bottles labeled 'American,' with no disclosure to the person buying it. The companies blending imported bulk wine capture the value of the American name while sourcing around American growers.

Selling America, Misleading Americans

If the American brand doesn’t mean anything, why go all in? Take a look at these two brands – produced by two companies who are fighting to defeat AB 1585.

Bota Box RedVolution, American Red Wine by Delicato Family Wines

A boxed wine that proudly touts the American brand, red, white, and blue, even with the America 250 stamp. “Raising a glass to 250 years of American Independence.” -BotaBox.com

Liberty Creek, Founders Red Blend, American Table Wine, by E&J Gallo Winery

A display of the iconic Liberty Bell and notes that include “Celebrates our proud heritage rooted in the rich soils of the United States.” – libertycreekwine.com

When a consumer reaches for these wines, who do they think they're supporting? American growers. American workers. American communities. The label is built to make them think exactly that. The only question AB 1585 asks is whether that has to be true.

And to be fair, these wines may well be filled with 100% American-grown fruit. But if they are, why fight legislation that simply asks them to keep doing what they’re already doing?

They Made our Case

We didn't have to make these arguments. The opposition made them for us. They told the Legislature they proudly own California wineries, then called those wineries surplus. They wrap their wine in the flag, then fight a bill that would require the wine to match the label. At Wine Paris, the Wine Institute, the trade association leading the opposition, armed its members with talking points insisting that "wines from one part of the world are not interchangeable with wines from another." Now it's fighting the California bill that says exactly that. Every claim the opposition takes to the Senate is contradicted by something they've said or done.

The Senate’s Turn

AB 1585 now sits before the Senate Governmental Organization Committee, where opponents have been working hard to stall it. And remember, in Sacramento, legislation doesn’t always die with a recorded vote. Sometimes it simply never moves forward.

Back in the Assembly, members faced a simple choice: stand with California’s growers, farmworkers, and communities, or with the multinational corporations fighting to keep foreign wine in bottles labeled “American.” They answered 67 to 0.

Now the same choice is in front of the Senate.

This is where we need your help! Even if you’ve written letters or joined an advocacy campaign before, we’re asking you to reach out again. Tell every member of the Senate GO Committee to vote AYE on AB 1585. CAWG has made it easy through our platform.

TAKE ACTION

With harvest approaching and wildfire risk once again top of mind, the 2026 Smoke Summit brought together researchers and industry experts to provide the winegrape community with the latest information on wildfire smoke impacts and smoke management. Organized through the West Coast Smoke Exposure Task Force (WCSETF), the summit emphasized actionable guidance for growers and wineries heading into harvest, while highlighting ongoing research efforts and available risk-management tools.

Scientists from the USDA Agricultural Research Service (ARS), Oregon State University, and Washington State University shared updates on their smoke exposure research. Since 2017, more than $31 million has been invested through ARS to better understand how wildfire smoke affects grapes and wine.

Dr. Arran Rumbaugh, a chemist with USDA-ARS’s Crops Pathology and Genetics Research Unit, has focused her research on establishing threshold levels of smoke compounds in grapes that lead to negative or altered sensory impacts in finished wines, ranging from overt ashy flavors to reduced fruit expression. Data shows that early on, varied intensities of smoke exposure do result in different metabolic responses in grapes. If smoke has traveled some distance versus immediately impacting a vineyard, sensory outcomes may differ. Dr. Rumbaugh emphasized the importance of giving thorough time for sensory evaluation in affected vineyards—an ashy aftertaste and other undesirable characteristics may not be apparent until 15 to 30 seconds after tasting.

In addition to evaluating existing remediation technologies, Dr. Torey Arvik’s work at USDA-ARS explores innovative biological solutions for combatting smoke impact. One promising area involves bacterial genes capable of breaking down guaiacol, a key smoke-exposure compound, into less sensory-active molecules that are already naturally present in wine. Researchers are investigating whether these genes could eventually be incorporated into commercial yeast during the fermentation process to reduce smoke-related compounds before they affect wine quality.

At Oregon State University, Dr. Cole Cerrato’s research examines how specific smoke-derived compounds originate from the combustion of certain plant materials and interact with grapes. The type of vegetation burned can influence smoke composition. Studies have shown that while these compounds accumulate primarily in grape skins, their sugar-bound forms (glycoconjugates) can be found throughout the pulp, where they may later be released during fermentation as the pulp breaks down. Dr. Cerrato noted that the presence of glycoconjugates expands the range of smoke-related compounds requiring analysis.

Dr. Tom Collins at Washington State University shared findings on how wildfire smoke exposure affects grapes throughout the growing season. While earlier research suggested that the period shortly after veraison was the most vulnerable to smoke exposure, Dr. Collins’ studies have shown that grapes remain susceptible throughout much of the growing season. Grapes exposed to smoke both before and after veraison produced smoke-affected wines. In some cases, exposures as early as the end of bloom resulted in measurable smoke impacts at harvest.

Dr. Collins provided important insights regarding post-smoke interventions. Research consistently shows that washing fruit after smoke exposure does not remove smoke compounds because they are rapidly absorbed into grape skins. In some cases, washing can even worsen contamination by moving ash from leaves into grape clusters. Growers should therefore be cautious about relying on washing as a mitigation strategy.

Research on barrier sprays such as kaolin and bentonite offers a more promising option, as these materials can absorb smoke compounds before they reach the fruit. However, timing is critical: once the smoke has cleared, the sprays must be removed. If left on the grapes, absorbed compounds can be released back into the fruit and potentially increase smoke-related contamination.

Dr. Elizabeth Tomasino of Oregon State University focuses on connecting laboratory measurements of smoke-related compounds with the actual sensory experiences of wine consumers. Her work seeks to answer one of the industry’s most important questions: what do smoke marker numbers in grapes and wine actually mean for wine quality and consumer perception?

One of Dr. Tomasino’s key findings is that grape variety plays a much larger role in baseline smoke compound levels than geographic origin. This reinforces the need for variety-specific benchmarks when evaluating smoke exposure. Relying solely on volatile phenol measurements can lead to inaccurate assessments of smoke impact. Unless concentrations are exceptionally high, analytical numbers alone do not always predict whether a wine will exhibit negative sensory characteristics. Other wine faults, such as reductive aromas or Brettanomyces, can amplify perceptions of smoke as well. Maintaining sound winemaking practices can help minimize the sensory expression of smoke-related compounds.

The Smoke Summit closed with an overview of smoke-related crop insurance options with Kristine Fox of Relation Insurance. Traditional Multi-Peril Crop Insurance continues to provide coverage for smoke damage when growers can demonstrate a loss. The newer Fire Insurance Protection–Smoke Index (FIP-SI) endorsement offers an additional layer of protection tied to smoke conditions within a county, rather than impacts on an individual vineyard. FIP-SI is an area-based policy that provides automatic indemnity payments when smoke conditions in a county exceed established thresholds.

Watch a recording of the Smoke Summit below.

ABOUT WCSETF

WCSETF is a coalition of industry leaders committed to providing timely communications, resources, and best practices to help winegrape growers and vintners navigate the challenges of wildfire smoke. The task force serves as a central hub for updates, education, and collaboration to support industry resilience and informed decision-making.

Subscribe to WCSETF News

Growers, researchers, and community members recently gathered at the Lodi Winegrape Commission’s Demo Vineyard for a unique and educational field day focused on one of agriculture’s most valuable natural allies: barn owls. Hosted by the Lodi Winegrape Commission, the Baby Barn Owl/Scientist Meet and Greet allowed attendees to learn firsthand about the role barn owls play in sustainable winegrowing and ongoing research efforts taking place throughout the Lodi AVA.

Barn owl researchers Dr. Matthew Johnson and Lauren M. Jackson of Cal Poly Humboldt, alongside Dr. Daniel Karp and PhD student Karen Gallardo Cruz of UC Davis, are actively monitoring more than 200 American barn owl nest boxes throughout Lodi and surrounding areas, including one located at the Commission’s Demo Vineyard. The vineyard’s owl box is currently home to returning pair Poppy and Yarrow, who have returned for a second consecutive year and are raising a new family of chicks. During the field day, attendees had the chance to meet and name the four baby barn owls – Maple, Sequoia, Hemlock, and Sage – while observing researchers monitor and collect data from the young birds.

Scientists recorded measurements, including wing and beak size, weight, and overall health, before banding the owls to support long-term tracking and research efforts. The demonstration provided growers and community members with an up-close look at how researchers study barn owl populations and better understand their role within agricultural ecosystems.

Barn owls serve as natural predators for many common vineyard pests, particularly rodents and insects. Owl boxes have become an important sustainability tool throughout California vineyards. By providing safe nesting habitats, owl boxes encourage barn owls to inhabit vineyard ecosystems, helping growers manage pests naturally while supporting biodiversity and ecological balance.

These efforts align closely with broader sustainability initiatives taking place across California’s winegrape industry. In 2024, CAWG received funding through the California Department of Food and Agriculture’s CalAgPlate program to support owl box construction and agricultural education.

Through CAWG’s “Creating a Sustainable Future: Owl Box Construction for Hands-On Agricultural Learning” initiative, 168 owl boxes were built by FFA students from seven chapters across California. The program provided students with hands-on experience in woodworking, project management, and sustainable farming practices while introducing them to concepts such as biodiversity and natural pest management in viticulture. Today, those owl boxes are installed in vineyards across the state, offering growers an environmentally friendly pest management solution while fostering meaningful collaboration between students and agricultural professionals.

Dr. Stephanie Bolton, Grower Research & Education Director for the Lodi Winegrape Commission, continues building strong partnerships with scientists conducting practical, regionally relevant research for Lodi winegrape growers. Events like the Baby Barn Owl field day help connect growers and the community with ongoing sustainability research while showcasing the important role barn owls play in supporting healthy vineyard ecosystems.

Want to learn more? Click here for additional information and a live sneak peek inside the owl box!

This month, California’s wine industry celebrates the 50^th anniversary of the Paris Wine Tasting of 1976, also known as the Judgment of Paris, when Chateau Montelena put California wine on the global wine stage. In a blind wine tasting contest, a Napa Chardonnay beat out a world-class French Chardonnay. This historic story was dramatized in the 2008 movie Bottle Shock.

In 1976, Time magazine wrote about the Judgment of Paris and quoted Jim Barrett, Montelena’s general manager and part owner, “Not bad for kids from the sticks.” Barrett was proudly speaking about how, in the 1970’s, the French wine industry arrogantly viewed California’s small wineries and growers.

California’s wine story began when the first winery in California was built in San Juan Capistrano in 1783, making winegrapes one of the first agricultural commodities grown in California. But it wasn’t until the 1976 wine tasting contest that California wine received the global respect it deserved and was launched competitively into the global wine market.

Over the next fifty years, California’s wine industry grew at a tremendous pace. Today, California is home to more than 4,600 wineries and close to 6,000 growers producing around 80% of all United States wine, ranking behind only Italy, France, and Spain in terms of global production.

Most of California’s growers and wineries are family-owned small businesses that rely on local production and local sales. Many are home-grown, boutique operations. Others, however, are large multinational beverage corporations with international distribution. Those companies are diversified in both the products they produce (much more than just wine) and the locations of their global operations (extending far beyond California or even the U.S.).

While the challenges facing California’s wine industry apply to the entire industry, those challenges fall hardest on the small growers and wineries that are going out of business. While there is no simple solution to address the challenges facing the industry, growers and wineries support even small steps that can be taken to give California’s wine industry a fighting chance.

AB 1585, now pending in the California Legislature, is one of those steps. The bill would require that wine labeled with the “American” wine designation have 100% American grapes in the bottle, rather than the current 75% requirement. This 100% standard is used around the world for national wine designations. AB 1585 enjoys the support of 18 regional wine associations, bipartisan co-authors in the legislature, and hundreds of letters of support from growers and wineries across the state.

Yet, this straightforward measure is opposed by the largest multinational beverage corporations - the same corporations that produce and sell “American” appellation wine, which can range in pricing from $10 a box to $700 a bottle. The wine is sometimes marketed with stories of American heritage, the Liberty Bell, the flag, and other information that the average wine consumer would see as an indication that the American wine is made from American grapes.

However, “American” wine is often actually a blend of California wine and wine from South America, Italy, or Australia. That blend can vary wildly from wine to wine, even with wines bearing the same identical label and coming from the same exact winery. Consequently, wine consumers really have no idea what grapes actually made the wine they are buying when it is labeled “American.”

AB 1585 does not ban imports. It does not prohibit blending. Wineries can continue sourcing globally if they choose to. The bill changes one thing: if imported wine is blended into the bottle, the product should not be labeled “American.

That matters because wine consumers rely on trust and authenticity. If the California wine industry is going to recover from today’s historic challenges, it will be due in no small part to the connection between the grower, the winery, and the consumer. That connection is directly reflected in the honesty of the label. Wine consumers know that wine is grown, and where those grapes are grown matters greatly.

In opposing AB 1585, the Wine Institute has made an outlandish and condescending claim that this legislation is a threat to the California wine industry. This is the same organization whose member corporations already comply with 100% national origin standards in countries where they operate abroad. They know the standard works. They follow it elsewhere. Nonetheless, they are fighting it here.

In their own words:

“The wine industry does not need that cloud over it right now. It needs demand. It needs consumers who trust what is on the label and feel good about what is in the glass. AB 1585 does not build that trust. It erodes it.”

That statement seems to imply that the industry just needs consumers to believe that American wine is made from American grapes; it doesn’t really matter what is in the glass. Such a statement is diametrically opposite to the industry values shared broadly by California growers and wineries.

Today, the kids from the sticks are asking the same question all over again, whether the people building California wine from the ground up are being dismissed in favor of global interests that are not fully aligned with the agricultural foundation that built the California wine industry in the first place.

Nonetheless, AB 1585 continues to gain bipartisan support in the California Legislature and is rightfully seen by lawmakers as a commonsense measure rooted in transparency and consumer trust. This is in large part because Chateau Montelena and other wineries and growers all over California are raising their voices in strong support of AB 1585.

The kids from the sticks did it once. With your support, we can do it again. Contact your legislator today and ask them to vote YES on AB 1585. Take Action here.

At a time when California’s winegrape industry is navigating significant challenges, CAWG is calling on growers and industry members to recognize and celebrate those who are stepping up and making a difference.

CAWG is now accepting applications for its 2027 Awards of Excellence Program, an opportunity to highlight the growers and industry leaders whose innovation, leadership, and resilience continue to advance California’s winegrape industry. Each year, CAWG presents two awards honoring excellence in winegrowing and industry leadership.

“These awards shine a spotlight on the people who are not only meeting today’s challenges but rethinking what’s possible for the future of our industry,” said CAWG President Natalie Collins. “Across California, individuals and operations are going above and beyond, and this is an opportunity for the industry to recognize and lift up their peers.”

The Awards of Excellence Program honors two distinguished categories:

• Grower of the Year – CAWG’s highest honor, awarded to individuals, families, or companies who exemplify excellence in viticulture and vineyard management. Recipients are recognized for their innovative practices, strong leadership, and consistent production of high-quality winegrapes.

• Leader of the Year – Presented to individuals who have demonstrated extraordinary leadership and made significant contributions to California’s wine industry. Honorees are recognized for advancing critical issues, shaping public policy, and driving meaningful progress on behalf of growers.

Over the years, the Awards of Excellence Program has recognized a distinguished group of leaders whose contributions have helped shape the industry.

Past Grower of the Year recipients include:
John Kautz Family, Kautz Farms; Steve McIntyre, Monterey Pacific; Andy Beckstoffer, Beckstoffer Vineyards; The Ledbetter Family, Vino Farms; Jerry and Bruce Fry, Mohr-Fry Ranches; Brad and Randy Lange, LangeTwins Family Winery & Vineyards; Steve Schafer, Schafer Vineyards; Andy Hoxsey, Napa Wine Company/Yount Mill Vineyards; The Bogle Family, Bogle Vineyards; Dana Merrill, Mesa Vineyard Management; The Sangiacomo Family, Sangiacomo Family Vineyards; The Miller Family, The Thornhill Companies; and The Jackson Family, Jackson Family Wines.

Past Leader of the Year recipients include:
Nat DiBuduo, Allied Grape Growers; Ben Drake, Drake Enterprises; Richard Keehn; Volker Eisele, Volker Eisele Family Estate; Richard Smith, Smith Family Wines; Al Scheid, Scheid Vineyards; Karissa Kruse, Sonoma County Winegrowers; Brad Goehring, Goehring Vineyards, Inc.; Dr. Anita Oberholster, UC Davis; Jeanne Malitz, MalitzLaw, Inc.; California Secretary of Agriculture Karen Ross; Randy Heinzen, Vineyard Professional Servies; and Stuart Spencer, Lodi Winegrape Commission.

This is a call to action for winegrape growers, wineries, and industry partners to nominate colleagues, mentors, and peers whose work is helping move the industry forward.

Award recipients will be honored at a reception during the Unified Wine and Grape Symposium in Sacramento on January 26, 2027.

Applications for the 2027 Awards of Excellence Program are open through June 5, 2026.

To submit an application or learn more, visit cawg.org.

Should wine labeled “American” be made from American-grown grapes?

It’s a simple question. The answer should be equally simple.

This is a question of truth in labeling. It’s not just about the words printed on a bottle, but whether those words carry the meaning consumers believe them to. Today, a wine can be labeled “American” while containing up to 25 percent foreign-origin wine, imported into the United States in bulk, and blended domestically without any disclosure to consumers.

But AB 1585 is also about value and the concept of place. The value of “American” wine wasn’t built in bladders of foreign bulk shipped across the world. It was grown out of American soil by family farmers, farmworkers, and wineries over generations. The label should reflect that.

That’s exactly what Assemblymembers Damon Connolly and Rhodesia Ransom set out to do with AB 1585. The California Association of Winegrape Growers and Family Winemakers of California are co-sponsoring this bill because we believe, fundamentally, that “American” on a label should mean what consumers think it means.

Sixteen winegrape and wine associations across California have stepped forward in support, clear evidence that this bill is not dividing the industry, but drawing a line between those who would protect labeling integrity and the American wine brand, and those who benefit from its ambiguity.

Who Opposes Truth in Labeling?

The Wine Institute does. Its board voted to oppose the bill, raising concerns about flexibility, regulatory costs, timing, and market impacts. But those arguments don’t hold up under scrutiny.

CAWG has long partnered with the Wine Institute on many industry priorities, and our partnership continues on multiple fronts today. We value that relationship. But on issues where domestic grower interests diverge from importer interests, our organizations prioritize different outcomes. AB 1585 is one of those moments.

The Flexibility Argument

Opponents of AB 1585 argue that it removes “flexibility” for wineries, citing drought, wildfire, and supply variability as justification for maintaining the current 75 percent standard. Growers understand these realities acutely.

But “flexibility” is not a neutral concept. It benefits some at the expense of others. What is framed as short-term operational flexibility has, in practice, contributed to long-term erosion of equity and identity for California farmers.

AB 1585 doesn’t restrict a winery’s ability to import, blend, or sell wine. That option stays wide open. What it changes is whether imported wine can be presented to consumers as “American.”

For growers, “flexibility” is not an option. Vineyards are generational investments. When purchasing decisions shift away from domestic fruit, contracts disappear, grapes go unharvested, agricultural communities suffer, and there is no meaningful pivot. Some growers absorb the loss, others exit the industry entirely.

No industry can hollow out its foundation and expect the structure above it to hold. Yet that is exactly what opponents of AB 1585 suggest we continue to do.

No New Regulatory Costs

The Wine Institute warns of new enforcement mandates without new resources. They also argue AB 1585 would create a patchwork of labeling rules - a California standard out of step with the rest of the country; creating confusion for wineries, retailers, and consumers. Neither claim holds up.

California already has a different standard than the rest of the country. It’s called the “California” label. 100 percent California grapes, no exceptions, for decades. That standard is higher than federal requirements and it hasn’t created the legal chaos or market confusion threatened as all but a certainty with AB 1585. It has instead created one of the most trusted wine labels in the world. AB 1585 applies that same logic to the American designation.

No other major wine-producing country allows foreign wine to be blended into their national brand. Italy requires 100 percent domestic Italian wine. So do France, Spain, and Argentina. The United States is the outlier among premium wine-producing nations, and not in a good way. California loves to lead, but here we are not leading, but lagging.

From an enforcement standpoint, The California Department of Alcoholic Beverage Control already oversees wine labeling. The only thing changing is the number, from 75 percent to 100 percent. Think of it like adjusting a speed limit: the roads don’t change; the method of enforcement doesn’t change. Only the number changes.

Now Is Not the Time

The Wine Institute calls this, “the wrong fix at the wrong time.”

They said the same thing in 2009 when CAWG and its partners first petitioned the Alcohol and Tobacco Tax and Trade Bureau to amend the American appellation. The “right moment” never seems to arrive, which suggests “now is not the time” is what gets said when the real answer is too uncomfortable to give directly.

Here is what makes this the right moment. The California wine sector is under real strain: canceled contracts, grapes left unharvested, wineries closing, jobs lost, and local tax bases stressed. At the same time, imported bulk wine continues to enter the U.S. and can be blended into wines labeled as “American.” The truth is that domestic growers are being displaced as foreign wine is substituted in to reduce costs while still benefiting from the value of the American brand.

When foreign wine is blended into a product carrying the American name, the economic benefit does not flow where consumers reasonably believe it does. It bypasses American growers, and the communities behind them, while still trading on the strength and reputation of the American wine label. We can’t expect consumers to vote with their wallets, if we continue to mislead them about what they’re voting on.

Strong brands are built on authenticity, consistency, and integrity. Champagne got there through strict origin rules. California did the same with its 100 percent standard. The current federal rule does the opposite: it turns “American” into a cost-saving loophole for corporations instead of a mark of origin and pride for our domestic industry.

A First Step

When a consumer picks up a bottle labeled “American,” they believe they are supporting American farmers, American farmworkers, and American communities. That’s the promise in a label. Right now, that promise isn’t being kept.

AB 1585 is a simple correction. It aligns the label with what consumers already believe to be true, and with what every other major wine-producing peer already requires.

This bill alone will not fix everything. It won’t reverse market imbalances, restore lost contracts, or change the way the world drinks wine. But it is one step. It is the right step, and it is long overdue.

CAWG recognizes the real cost pressures of making wine and doing business in California. But this is an interconnected industry, and decisions that prioritize short-term savings come at the expense of the long-term health of the very industry we are all trying to save.

Thousands of growers and vintners across California stand behind this legislation, along with regional associations from Northern to Southern California. Unfortunately, not all who support this legislation are in a position to say so publicly. Many depend on business relationships with the same large buyers who benefit directly from importing and blending foreign wine under the American label. To speak out is seen by some as a threat to their livelihood.

That silence is its own kind of testimony, and it is exactly why this moment belongs to California’s legislators.

Which brings us back to the question at hand: if “American” on a wine label doesn’t mean American grapes, what exactly does it mean, and who benefits from that ambiguity?

AB 1585 goes to committee this month, and the window to act is short. Contact your elected officials and urge them to support AB 1585 - because “American” on a wine label should mean what it says. Regional associations can join the coalition by contacting info@cawg.org.

At a time when winegrape growers are facing real and sustained challenges, showing up is essential. This reality was on full display last week at CAWG’s 2026 Advocacy Day, where 75 grower and industry members from throughout the state traveled to Sacramento to ensure the voice of California’s winegrape industry was heard directly by policymakers.

Throughout the day, CAWG members participated in nearly 50 meetings with legislative offices, engaging in meaningful and direct conversations about the policies that shape their businesses, employees, and long-term viability. These discussions were grounded in real-world experience from their vineyards and operations.

“Advocacy Day is an opportunity to move beyond the conversation we’re having with each other and bring it directly to the people in Sacramento making decisions,” said Mohrgan Fry, a sixth-generation winegrape grower from Mohr-Fry Ranches in Lodi. “When lawmakers hear firsthand how these policies affect our operations, it changes the conversation. It makes it real.”

Growers shared perspectives on key bills, including support for CAWG-sponsored legislation. The goal was clear: provide lawmakers with the context they need to make informed decisions that reflect the realities of what’s taking place in California vineyards today.

CAWG leadership and staff emphasized that this type of engagement is crucial to developing practical, workable policy solutions.

“Advocacy is most effective when it comes directly from the people on the ground, doing the work,” said Natalie Collins, CAWG President. “Our growers bring credibility, insight, and urgency to these conversations. Their participation ensures that policymakers truly understand what’s at stake, not just for individual operations, not just for the winegrape industry, but for the entire future of California agriculture.”

The day also included remarks from key legislative leaders, with special thanks to Senator Shannon Grove and Assemblymembers Rhodesia Ransom and Damon Connolly for taking the time to meet with growers and share their perspectives.

This kind of face-to-face engagement is what helps to actually move policy and reinforces an important point: when growers show up together, their collective voice carries weight.

As the legislative session continues, the impact of Advocacy Day will extend well beyond a single day in Sacramento. Thank you to the winegrape growers and industry partners who made the time to participate. Your engagement is essential.

If you couldn’t make it to CAWG’s Advocacy Day, but would like to be a part of extending CAWG’s advocacy efforts, contact your state legislator today and urge support for AB 1585 to protect the integrity of “American Wine” and ensure it is truly made from American-grown grapes. Take action here.

Last month, the California Association of Winegrape Growers (CAWG) announced the legislation it is sponsoring in the 2026 California Legislative Session. That announcement was more than a policy update; it was a signal that growers’ concerns are being carried directly into the Capitol.

But legislation does not move on press releases alone. It moves when growers show up!

CAWG works every day on behalf of California’s winegrape growers, advancing policies and representing your concerns in Sacramento. But there are moments when the most powerful voice in the room is yours. Advocacy Day is that moment. It’s an opportunity to bring growers’ concerns about market conditions, policy choices, and the future of our industry directly into the rooms where decisions are made, ensuring lawmakers understand the real-world impact on vineyards, families, and rural communities across California.

What CAWG is Advancing in 2026

Truth in Labeling for American Wine: AB 1585 (Connolly, D–San Rafael; Ransom, D–Tracy) Co-sponsored by CAWG and Family Winemakers of California

AB 1585 would require that wine labeled as “American” be made from 100 percent American-grown winegrapes, aligning the American designation with California’s long-standing requirement that wines labeled “California” be made from 100 percent California grapes.

Agricultural Overtime Tax Credit: SB 921 (Grove, R–Bakersfield; Hurtado, D–Bakersfield) Co-sponsored by CAWG and California Farm Bureau

SB 921 would create a tax credit to fully offset the cost of overtime wages paid by agricultural employers. This bipartisan legislation recognizes the importance of overtime pay for farmworkers while addressing the real and growing labor cost pressures facing agricultural operations.

Expanding Farmers’ Market Access for Local Wine: SB 917 (Laird, D–Santa Cruz) Co-sponsored by CAWG and Family Winemakers of California

SB 917 would allow small, non-estate wineries that purchase local grapes to sell wine and offer tastings at certified farmers’ markets. The goal is to strengthen direct-to-consumer connections, support local supply chains, and make California wine more accessible to California consumers.

These bills are expected to be heard in their first policy committees later this month or early April.

Advocacy Day: Where Frustration Turns into Action

On March 25 in Sacramento, CAWG’s Advocacy Day provides growers with direct access to legislators, and your real-world experience shapes the conversation.

Lawmakers hear from lobbyists every day. What they do not hear often enough is a grower explaining how overtime costs are changing operational decisions. Or how regulatory uncertainty influences long-term investment.

The strength of the legislation CAWG is advancing on your behalf increases when lawmakers can connect the policy language to real-world examples - the faces, farms, and family businesses behind California’s winegrape industry.

This Is the Moment

CAWG doesn’t need to restate the challenges facing winegrape growers. Those realities are evident every day in vineyards, wineries, and businesses across the state. What matters in this moment is how growers choose to respond and how CAWG carries that work forward on their behalf.

This is the moment to show up, speak candidly about the pressures facing your operations, and stand alongside fellow growers to shape practical, workable solutions.

Be part of the solution. Join CAWG on Advocacy Day and help ensure this important legislation moves forward with the strength and clarity of grower leadership behind it.

Register for Advocacy Day here. We look forward to seeing you in Sacramento.

There is no cost associated with this event. It is encouraged to bring a fellow grower or industry member.

The California Association of Winegrape Growers (CAWG) and the California Farm Bureau are co-sponsoring SB 921 (Grove, R-Bakersfield & Hurtado, D-Bakersfield), which would create a payroll tax credit for agricultural employers who pay overtime wages to their employees. Under the bill, employers would be reimbursed dollar-for-dollar for 100% of overtime wages paid.

CAWG and Farm Bureau co-sponsored similar legislation in 2025, but SB 628 (Grove) was defeated on a party-line vote in its first committee hearing. SB 921 is expected to have a better outcome for two key reasons.

1. Bipartisan Support:
   This year’s legislation has bipartisan support with both Democrat and Republican senators co-authoring the bill. Bipartisan authorship is especially important given the current political dynamics, where bills perceived as partisan often struggle to advance. Cross-party sponsorship signals broader consensus and strengthens the bill’s prospects.

   Similar legislation in Oregon and New York was successful with bipartisan support. Those states understood that when employers cannot afford to pay overtime rates, they often reduce hours, which can ultimately lower workers’ total take-home pay. A UC Berkeley study has confirmed this reality in California as well.

2. Film Industry Tax Credit:

   Precedent was set last year in California when the legislature passed a $420 million annual increase in the Film Tax Credit. Given that action, agriculture has a strong and defensible case for comparable tax relief, especially when measured against the economic and workforce arguments used to support the film credit increase.

A closer look at the film tax credit and the ag overtime tax credit highlights the benefits of each.

Comparing Film Studios & Farms

When Netflix recently inked a $72 billion takeover of Warner Bros, both California-based corporations, it underscored the difficulty of justifying a film industry tax credit to stay competitive.

Comparatively, California’s 2024 crop value totaled $61.2 billion, an increase of only 3.6 percent from 2023, barely keeping up with inflation. Additionally, a federal census of agriculture also revealed a 20% decline in California’s farmers over the last decade.

The film tax credit is ultimately about keeping jobs in California. In short, California doesn’t want to lose film jobs to other states or countries that offer tax breaks to lure productions away from the state. However, for agriculture, current survey data suggests that farm labor shortages are contributing to reduced production of labor-intensive crops, further consolidation of fruit, vegetable, and horticulture production among large-scale operations, increased costs for processing and distribution, and a rise in consumer prices.

Relief for Farmworkers and for Film Employees

The contrast between the industries is significant. Agricultural workers generally operate with far fewer economic buffers and lower average earnings than those in many other sectors that receive state incentives. For farmworker families, overtime hours are not supplemental income; they are essential income. Policies that preserve those hours have an immediate and meaningful impact on household stability.

Will Labor Unions Support Farmworkers?

Last year, labor unions opposed SB 628, arguing that it would “set a harmful precedent for California” and stating, “At a time when the California legislature is debating how to allocate tax dollars to fund all the state’s priorities, … this proposal is additionally harmful.”

Interestingly, labor unions attacked Hollywood several months earlier when striking labor union leaders criticized film industry executives, stating, “Shame on them. They are on the wrong side of history.”

Yet, labor unions stood with Governor Newsom and film industry executives when the film tax credit was signed into law. Those unions essentially opposed spending money on farmworkers yet supported spending money on multi-billion-dollar production companies that the unions previously decried as harmful, greedy, disgusting, and shameful.

The Bottom Line

An agricultural overtime tax credit is not a giveaway, it is a tool to preserve hours, stabilize income, and protect take-home pay for farmworkers.

SB 921 deserves the support of every organization that purports to support working-class Californians.

California’s winegrape industry is at a critical moment, and growers are stepping forward with a clear, coordinated policy agenda.

The California Association of Winegrape Growers (CAWG) is advancing a slate of sponsored bills designed to strengthen local winegrowing, support family farmers, and reinforce consumer trust in California wine.

“Growers are under real pressure, but they’re not sitting on the sidelines,” said Natalie Collins, president of the California Association of Winegrape Growers. “This legislative package reflects growers taking responsibility for the issues within our control, expanding opportunities for Californians to buy and experience local wine, addressing rising cost pressures, and ensuring wine labels reflect what’s actually in the bottle. Our message is straightforward: In California, we grow wine, and our growers are proud of the wine we grow.”

CAWG’s 2026 sponsored legislation focuses on three core priorities: truth in labeling, economic sustainability, and stronger connections between growers, wineries, and consumers.

• AB 1585 (Connolly, D-San Rafael and Ransom, D-Tracy), co-sponsored by CAWG & Family Winemakers of CA, this bill would require that wine labeled as “American” be made from 100 percent American-grown winegrapes, aligning the designation with California’s long-standing 100 percent requirement for wines labeled as “California.” AB 1585 builds on long-established truth-in-labeling precedent in California law and ensures that wine labels accurately reflect grape origin, giving consumers confidence in the products they purchase.

• SB 921 (Grove, R-Bakersfield & Hurtado, D-Bakersfield) would create a tax credit for agricultural employers to fully offset the costs of overtime wages paid by agricultural employers. This bipartisan legislation, co-sponsored by CAWG and California Farm Bureau, aims to ensure farmworkers have access to overtime pay while providing critical relief to agricultural operations facing rising labor costs. 

• SB 917 (Laird, D-Santa Cruz), co-sponsored by CAWG and Family Winemakers of California, this bill would expand opportunities for small, non-estate wineries that purchase local grapes to sell wine and offer tastings at certified farmers’ markets, strengthening direct-to-consumer connections and supporting local supply chains.

These bills are expected to be heard in their first policy committees in late March or early April, marking the beginning of the formal legislative review process.

The Time Is Now

California winegrape growers and industry stakeholders are invited to join CAWG’s 2026 Advocacy Day on March 25 in Sacramento to stand alongside fellow growers to advocate for fair policies, economic stability, and the future of California wine.

“Policy doesn’t move on paper alone,” Collins added. “It moves when growers show up. Advocacy Day is an opportunity to be part of the solution and help shape the future of this industry.”

When growers show up, policymakers listen.

Your experience matters. Your voice matters. And right now, it matters more than ever.

👉 Register today and be part of the solution.

There’s a phrase you hear often in the wine industry: We grow wine.
It’s not just a slogan. It’s a fact.

Wine begins in the vineyard, long before a cork is pulled or a label is applied. The grapes, and the conditions in which they are grown, determine the character, quality, and identity of what ends up in the bottle. In wine, place matters, and always has. That connection to place is what defines wine as an agricultural product, shaped first and foremost by where the grapes are grown.

Today, efforts are underway to ensure wine labels reflect that truth.

Under current federal law, a bottle labeled “American” can contain up to 25 percent imported wine, grown overseas, shipped into the United States in large bladders, and blended domestically, without any disclosure to the consumer.

California lawmakers are now stepping in to close that gap, just as California did decades ago when it decided that “California wine” should mean 100 percent California-grown grapes.

A Narrow Fix to a Big Disconnect

Last week, Assemblymembers Damon Connolly (D–San Rafael) and Rhodesia Ransom (D–Central Valley) introduced AB 1585, legislation that would require wine labeled as “American” to be made from 100 percent U.S.-grown grapes.

The bill is proudly co-sponsored by the California Association of Winegrape Growers (CAWG) and Family Winemakers of California, grounded in a shared belief that country-of-origin labels should mean what consumers reasonably expect them to mean.

AB 1585 does not reinvent wine law. It simply aligns the “American” designation with standards consumers already rely on.

As Assemblymember Connolly put it:

“The quality of America’s wine is undermined by labeling wine as ‘American’ but putting cheap imported bulk wine in the bottle. Folks deserve honesty and transparency when shopping for their preferred wine.”

Assemblymember Ransom echoed that sentiment from the heart of the Central Valley, where much of America’s winegrape production takes place:

“AB 1585 is about truth in labeling. If you label your wine ‘American,’ it should be 100 percent American.”

Why This Matters, Especially Now

This issue isn’t new. But it’s become harder to ignore.

As global sourcing has expanded and market pressures have intensified, the gap between what consumers expect and what labels legally allow has grown more visible and more consequential.

For growers, that lack of transparency matters. Winegrapes are shaped by place and climate, and when origin is obscured, the value of that work is harder to see and easier to undercut.

This bill isn’t about blame or restricting trade. Wineries can continue to source and blend as they choose. AB 1585 simply says: if you make a country-of-origin claim, it should be accurate.

Broad Support Across California’s Wine Regions

Support for AB 1585 spans wine regions across the state, united by the belief that origin transparency is foundational to wine’s relationship with consumers.

From Lodi, Stuart Spencer put it plainly: “Consumers care deeply about origin and authenticity. Aligning labels with what people believe they are buying is fundamental to maintaining trust.”

From Paso Robles, Joel Peterson reinforced the agricultural reality: “Wine is an agricultural product first. The ‘American’ label should reflect the vineyards where those grapes were actually farmed.”

And from Sonoma, Taylor Serres Murnig highlighted the generational pride behind wine labels: “It is only fair that consumers have confidence in the origin of wine labeled as ‘American.’”

Together, growers, wineries, and regional wine and grape associations across California are signaling support not just for this legislation, but for the principle it represents, especially at a moment like this.

What AB 1585 Does, and Doesn’t Do

AB 1585 would:

• Require wine labeled “American” to be made from 100% American-grown winegrapes

• Align the “American” designation with existing California labeling standards

AB 1585 would not:

• Ban or restrict wine imports

• Change AVA, county, or state blending rules

• Regulate prices, contracts, or sourcing decisions

The designation remains voluntary. If a winery prefers flexibility, it can choose not to use the “American” label.

Take Action

• Regional grower and wine associations are encouraged to sign on to the coalition letter of support. If you are a member of a regional association, please encourage them to sign on. (contact: michael@cawg.org).

• Growers, wineries, and businesses involved in American wine can contact their elected officials and urge support for truth in labeling.

TAKE ACTION

The California Association of Winegrape Growers (CAWG) has announced a new slate of officers and directors who will guide the organization into a pivotal year for California’s winegrape industry. The newly elected leadership will begin their roles on December 1.

John Chandler of Chandler Farms in Selma, was elected chair of the CAWG Board of Directors at the November board meeting. He succeeds Gregg Hibbits of Grapevine Capital Partners, whose term concludes after years of dedicated service.

“John brings deep federal and state policy experience and a practical understanding of agriculture,” said Natalie Collins, CAWG President. “With this officer team, CAWG is ready to be an even stronger, louder voice for winegrape growers and to drive real results at a pivotal time for the industry.”

Chandler’s background blends hands-on agricultural experience with significant policy expertise. He previously worked in both Washington, D.C., and the California state government before returning to run his family’s diversified farming operation. That combination makes him uniquely equipped to lead growers through a period marked by economic pressure and shifting regulations.

“I’m honored to serve as chair and to work alongside such a dedicated board,” he said. “We know how tough this moment is for growers, and we’re coming into the year determined to get things done—speaking plainly about conditions on the ground, pushing hard for policies that support long-term economic sustainability, and making sure growers’ voices are heard.”

Alongside Chandler, the CAWG Board elected a well-rounded leadership team:

• Vice Chairs: Aaron Lange, LangeTwins, Inc. (Acampo), and Molly Scott, JUSTIN Vineyards & Winery (Paso Robles)

• Treasurer: Craig Ledbetter, Vino Farms, LLC (Lodi)

• Secretary: Duff Bevill, Bevill Vineyard Management (Healdsburg), continuing in his role

These officers represent a cross-section of California’s major growing regions, bringing diverse perspectives into statewide advocacy efforts.

New Directors Join CAWG’s 29-Member Board

CAWG also welcomed several new directors:

• John Azevedo, Jackson Family Wines (Santa Rosa)

• Dirk Heuvel, McManis Family Vineyards (Ripon)

• Davindar Mahil, Creekside Farming Co. (Madera)

In addition, two industry leaders were elected as directors-at-large:

• Stuart Spencer, Lodi Winegrape Commission

• Caleb Mosley, Napa Valley Grapegrowers

CAWG expressed deep appreciation to several directors completing their service:

• Joel Maring, J Maring Farms (Westley)

• Chris Lynch (Napa)

• Jeff Bitter (Madera)

• Amy Blagg, Lodi District Grape Growers Association (director-at-large)

• Joel Peterson, Paso Robles Wine Country Alliance (director-at-large)

As California growers navigate historically difficult market conditions, CAWG’s leadership transition arrives at a critical moment. The outgoing officers and directors helped steer the organization through years defined by labor pressures, wildfire impacts, regulatory change, and persistent market instability. The incoming leadership now takes the helm with a shared commitment to advance CAWG’s mission and strengthen support for growers statewide.

On Tuesday, November 5, the California Association of Winegrape Growers (CAWG) hosted its first virtual Post-Harvest Press Conference, bringing together media and industry professionals for a grower-led look at the 2025 California winegrape harvest.

The hour-long briefing offered a comprehensive statewide perspective, highlighting yields, fruit quality, and regional challenges from California’s diverse winegrowing regions - keeping growers front and center in the conversation about this year’s vintage.

Growers Take the Lead

Natalie Collins, president of CAWG, framed the conversation with a reminder of the industry’s foundation: “California wine begins in the vineyards, and vineyards begin with the people who farm them.” She emphasized the core principle that growers must have a seat at the table to ensure California wine stays on the table.

Collins shared two central truths about the 2025 harvest: quality was strong, but the market was not. Growers faced contract uncertainty, weather challenges, fruit rejections, and unharvested grapes. Since October 2024, 38,000 acres of vineyards have been removed, with additional removals underway, a loss that affects both local jobs and communities.

Statewide and Regional Insights

Jeff Bitter, President of Allied Grape Growers, described 2025 as one of the most challenging harvests in decades, with oversupply, contract renegotiations, and unharvested grapes. Smaller buyers and uncontracted growers were hit hardest. A historically small crush, likely below 2.5 million tons, may help reduce excess inventory and move the market toward balance. Vineyard mapping data also showed fewer producing acres statewide, suggesting the industry may be nearing long-term equilibrium.

Regional growers shared their perspectives:

• Central Coast – Gregg Hibbits, Grapevine Capital Partners: The Central Coast experienced a cooler, more moderate growing season, though early rains and uneven sugar levels caused some rot. As a result, 20–30% of the fruit may have gone unharvested. Despite these challenges, early indications suggest strong wine quality. Hibbits emphasized the importance of using data, tracking vineyard removals, and adopting technology to improve efficiency and support long-term market planning.

• Lodi / Interior – Aaron Lange, LangeTwins, Inc.: The Lodi area experienced cooler-than-average temperatures and slow ripening produced high-quality whites and delayed reds, yet approximately 15–20% of the crop went unharvested. Market pressures continue, fueled by oversupply and increased bulk wine imports. Some vineyard acreage has already been removed, with additional removals anticipated in 2026 as growers adapt to ongoing market challenges.

• North Coast – Cameron Mauritson, Mauritson Farms, Inc.: The North Coast saw average-plus yields and excellent grape quality, though late-season rains delayed some late-ripening varieties. Mauritson noted that market balance varies by region, and multiple active buyers are necessary to sustain pricing and achieve a stable market environment.

• Napa Valley – Johnnie White, Piña Vineyard Management: Napa Valley benefited from very good yields and exceptional grape quality overall, though smoke from the Pickett Fire in August impacted some vineyards, highlighting the value of federal crop insurance. While long-term contracts remain positive, few new contracts are being offered, leaving growers reliant on the spot market. Looking ahead, opportunities exist to replant underperforming blocks in 2026 and further improve grape quality across Napa’s AVAs.

Looking Ahead

During the Q&A, growers talked candidly about navigating a tough market while still planning for the future, from timing replants and grafting to managing the growing pressure from foreign bulk wine imports.

A consistent theme was the need for sustainability in the fullest sense - environmental, social, and economic. Programs and certifications help signal integrity and quality, but growers underscored that long-term sustainability also depends on keeping California vineyards viable and fruit in the ground.

Speakers encouraged growers to stay involved and be vocal, reach out to their elected representatives, join CAWG and their regional associations, and share their challenges, successes, and questions. Engagement at every level strengthens the grower foundation of this industry.

CAWG’s first virtual Post-Harvest Press Conference highlighted the power of growers sharing their lived experiences from the vineyard. Even in challenging conditions, California winegrape growers are investing in quality, stewardship, and the long-term health of the industry. Across regions, they closed with a unified message:

Watch the full press conference here.

For interviews with growers featured in the briefing, please contact Mindy DeRohan.