California Wines’ new global brand campaign includes digital ads, like this banner ad above, featuring the rising stars of the California wine industry.

SAN FRANCISCO – The California Wine Institute’s wine export program has launched a new global brand campaign and business strategy that highlights California wine as a leader in sustainable viticulture, innovation and excellence in winemaking, while promoting the intergenerational commitment of family farmers and winemakers to producing quality wines. This global campaign is part of a ten-year strategy to increase export sales of California wines in international markets. The first phase aims to increase awareness and understanding of California wines through digital advertising and consumer-oriented promotions to meet wine lovers where they are most active when it comes to discovering and buying wine.

To position California vineyards for growth as global markets begin to recover from the challenges of 2020, the Wine Institute plans to invest more than $10 million over the next two years to support this new initiative. The Golden State of Mind campaign will launch in the spring of 2021 with the launch of the new look and logo for California wines. Key programs include a global digital advertising campaign highlighting the state’s commitment to sustainable viticulture, an innovative virtual world marketplace for importers and buyers of California wines, and a new comprehensive wine education course with a four-level certification program designed to encourage optimism, innovation and achievement in California viticulture.

California wine producers are looking for new ways to connect with a wider audience of wine consumers. To support them, the new business strategy will focus on established and emerging winemakers in key international markets such as Canada, Denmark, Germany, Hong Kong, Japan, Mexico, Sweden and the UK. The campaign will also develop expansion markets for California wines with programs planned in Australia, France, Israel, Spain, the United Arab Emirates, Ukraine and other Eastern European markets.

The crises of 2020, felt both locally and globally, have underscored the importance of our strong relationships with California wine advocates around the world, said Honore Comfort, vice president of international marketing for the California Wine Institute. We have the opportunity to break new ground by sharing California’s unique attributes to continue to grow in the minds and points of our global audience and build a stronger distribution channel for our wineries.

Last year, the Wine Institute launched Plan 2030, a ten-year strategy to boost exports of American wine, 95% of which comes from California, to more than $2.5 billion. This three-pronged strategy aims to boost sales in current export markets, develop export activities to new markets and generally introduce more California wines and wineries to the international market. At a time when changes in international trade policy have made sales in some markets more difficult, wine lovers around the world are looking for opportunities to expand their selection and discover new wines.

The Golden State of Mind campaign includes a comprehensive program of proven online programs such as virtual vineyard tours for buyers and importers, educational webinars for consumers and retailers, and virtual tastings. At the start of the pandemic, California Wines quickly launched a series of virtual programs, including the highly successful Behind the Wines series with Elaine Chukan Brown. The rapid growth of virtual programming in the spring of 2020 proved an effective test of the new business strategy and demonstrated how California wines can attract new customers and increase sales through digital communications.

All initiatives will highlight California’s values, introduce the next generation of winemakers, vintners and family farmers, and promote the industry’s strong commitment to sustainability, diversity and inclusion.

We have faced major obstacles in recent months, from the wildfires in California to a global pandemic, said Joe Lange of LangeTwins Family Winery in Lodi. This campaign offers an opportunity to revitalize the sector and pave the way for recovery at home and abroad. This will ensure the participation of California wines, as we plan a day when we can invite the international trade and media to come back to the land of wine in the Golden State.

The Discover California Wines website features the Golden State of Mind video, which introduces the new campaign. It is a cultural and historical journey into the spirit, innovation and principles of California winemakers in their pursuit of delivering wines with distinctive qualities. The digital media kit contains examples of the new campaign and brand highlights.

About the wine export program of the Wine Institute of California

Founded in 1934, the Wine Institute is the administrator of the USDA’s Market Access Program (MAP) for California wine producers, who account for 80% of U.S. wine production and 95% of U.S. wine exports. More than 170 California wineries, which export wines to 142 countries, participate in the California Wine Institute’s export program. The program includes 15 California Wine Institute representatives in key export markets around the world who provide on-the-ground support to wineries and help develop markets for California wines in 27 countries.

The California Wine Export Program, a public-private partnership supported by contributions from wine producers and the MAP program, features California as an aspirational location and environmental leader with beautiful landscapes, iconic lifestyles, and outstanding wines and foods. In addition to marketing and promoting California wine abroad, the Wine Institute has a broad international policy agenda focused on regulatory cooperation, removal of trade barriers, and growth of California wine exports. See: or consumer website :


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