Philanthropy has long been the most powerful force in the wine industry. In particular in Napa Valley, where the philanthropic sector is so active that it has become a symbol of the entire region. But if you’re looking for one the most dramatic examples of philanthropic power, it’s the five largest wineries in Napa Valley that have banded together to form the Napa Valley Collective.

Many wineries in Napa Valley are having a difficult time remaining competitive in the ever-changing world of winemaking, with the cost of grapes continuing to rise and the success of their products varying widely. As a result, some wineries are looking to provide their employees with a new, more stable source of income by hiring them as part of a collective.


6/15/2021 – St. Louis Helena, CA – Napa Valley Vintners is proud to announce the next chapter in its community support efforts with the formation of Collective Napa Valley.

Last year, NVV announced it would end the Napa Valley auction in its current form and revamp the way the world-class wine region raises money for its community.  Collective Napa Valley is a new philanthropic program that brings people together year-round for a common cause.

We are a community with a shared passion for our wine, our land and our people. We also understand the importance of a large community of wine lovers who share our love of the Napa Valley. Collective Napa Valley is a celebration of this reality.  Winemakers and wine lovers unite around a common passion for good causes, said Linda Reiff, president and CEO of Napa Valley Vintners.

NVV intends to use this new and diverse platform to create a revolutionary way to govern the Napa Valley wine region, provide the wine community with a way to connect with a broader and more diverse consumer audience, and leverage the region’s assets for the common good.

Our vision with Collective Napa Valley is to expand our wine community and provide a variety of year-round opportunities to engage Napa Valley wine consumers in our backyard and around the world, said Blakeslee Chappellet, past president of Auction Napa Valley and co-leader of Auction Napa Valley’s Rethinking Committee.

Seasonal campaigns will include special elements such as:

  • In-person fundraising events, such as en primeur wine auctions, grape harvests, private winery dinners and winemaker-led events.
  • Virtual opportunities focused on wine education with specific wine offerings.
  • Opportunities to promote Napa Valley in national and international markets to develop the collective and its philanthropic spirit.

The multi-layer option structure for access to special offers will be created and announced at a later date. The NVV will also seek partnerships with like-minded organizations involved in its philanthropic activities.

Like any new business, we expect Collective Napa Valley to grow and develop over time. We are committed to staying open to new and innovative ways to distribute our wines and raise funds for the Napa Valley community, said Jack Bittner, managing partner of OVID. Napa Valley and chairman of the board of Napa Valley Vintners.

Several aspects of this new philanthropic effort are a continuation of previous efforts. Seasonal campaigns lure wine lovers to specific fundraising themes.

We are very proud and humbled by the fact that over the past 40 years, over $200 million has been donated to feed and support the Napa Valley community. Through Collective Napa Valley, we will be meeting more frequently and each business will be linked to a specific financial goal, with a specific theme for donations, said City Councilman John Hamilton.

The NVV will make further announcements about its seasonal opportunities in the fall, but a date has already been set.  The first meeting of the Napa Valley Collective will be held the week of June 1 through 5, 2022 and will include the Napa Valley Futures Auction and other events during that week.

About Napa Valley Vintners

Napa Valley Vintners, a non-profit professional association, has been committed to excellence since 1944. It encourages its 550 members to produce wines of the highest quality, take the lead on environmental issues and care for the extraordinary place they call home. Over the past 40 years, NVV has invested more than $200 million in its community to provide children with equal access to health care and educational opportunities. The NVV is committed to increasing diversity and promoting inclusion in its community and in the wine industry. For more information, visit


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