The Wine Institute

Jan 30, 2008

SACRAMENTO, California — Building on California's allure as America's "Capital of Culinary Travel," the California Wine Institute and the California Travel and Tourism Commission (CTTC) have entered into an historic partnership to promote the state's wine and cuisine offerings to the fast-growing travel segment of culinary connoisseurs — and those who aspire to be.

Land of Wine & Food TV Spot

Download TV Spot:
Land of Wine & Food "You'll Be Back" (Quicktime)
Land of Wine & Food "You'll Be Back" (Windows Media Player)

The heart of the campaign focuses on a new LandofWineandFood.com Web site which will debut at wine and food and travel media events in New York. Also to be unveiled at the New York events will be an exciting new national TV campaign featuring Governor Schwarzenegger, First Lady Maria Shriver and wine and culinary celebrities promoting California's rich bounty of wine and food, followed by a call to visit the new LandofWineandFood.com for more details. Featured vintners include —Pat Kuleto of Kuleto Estate and Pat Kuleto Restaurants, Paul Draper of Ridge Vineyards, Carolyn Wente of Wente Vineyards, Bill Harlan of Harlan Estate and Meadowood Resort, Paul Dolan of Mendocino Wine Company, Andrew Firestone of Curtis Winery, Jill Davis of Lambert Bridge Winery and Kathy Joseph of Fiddlehead Cellars. Star chefs include Thomas Keller of French Laundry, Suzanne Goin of Lucques, Duskie Estes and John Stewart of ZAZU/Bovolo, Douglas Keane of Cyrus and Guy Fieri of the Food Network. The spot is scheduled to begin running on Feb. 4 in major markets across the U.S. Print ads featuring top chefs and winemakers, such as Heidi Barrett, will also run in various wine, food and lifestyle magazines throughout the winter and spring. The spot and print ads were produced by Sacramento-based MeringCarson.

Consumers will find a rich and totally unique Web site that will pull them virtually into California, "The Land of Wine and Food." Exciting features include: an Interactive Wine

Region Explorer, showing the best California wine regions for their favorite varietals as well as wine and food itineraries; Travel Tips Video Shorts from California wine and food pioneers, such as the best way to find locals' favorite eateries; Blogs featuring wine and food luminaries like Pat Kuleto, Duskie Estes and Andrew Firestone of Curtis Winery; Local Californian's Point of View Tips, where locals tell visitors their favorite things to do and places to visit; and a chance to win exclusive culinary adventures in California.

California boasts nine of the top 10 U.S. agricultural counties, says CTTC Executive Director Caroline Beteta, which grow a diverse assortment of fresh produce that many fine chefs demand in California's 80,000 restaurants and eateries. "California is the most visited state in the U.S. for food and wine-related activities, but our research shows there's still a lot of potential for growth in wine and food travel to our state," said Beteta. "Wine and food have moved from being a mere vacation activity to a significant part of the aspirational California lifestyle, becoming a driver to visitors choosing a destination."

"This campaign showcases the important role of California wine in our culture. It is California's beautiful wine regions, along with its family vintners and the fabulous wines they create, which help attract millions of visitors to our great state," says Robert P. (Bobby) Koch, president & CEO of the Wine Institute." California is America's largest wine producer with nearly 2,700 wineries responsible for 90 percent of all U.S. wine production. The state is now the fourth largest wine producer in the world."

According to the Travel Industry Association, 17 percent of American leisure travelers, or 27.3 million people, have engaged in culinary or wine-related activities while traveling. These travelers are well-educated and more affluent than other U.S. travelers. They cross most age groups, and take 6.8 domestic and international trips per year, 15 percent more than the average U.S. leisure traveler. These travelers range from those who deliberately select trips and destinations due to food or wine-related activities, to "accidental" travelers who participate in such activities simply because they are abundantly available.

Recent national focus group studies conducted by CTTC indicate that culinary travelers are an important segment for tourism because these travelers are:

• Active Travelers — more likely to participate in cultural activities, enjoy spa visits, visit state/natural parks and historic sites, and participate in outdoor activities;
• Highly Experiential — want new experiences, discoveries and things beyond the norm. To them, having fun is the whole point of life;
• Indulgers — want the ultimate culinary, luxury, pampering experiences;
• Aspirational — want to experience the good life, have the resources to do so, and will stretch themselves to get a piece of it. They are heavy readers of food and wine lifestyle publications and Web sites;
• Curious — they want to see California and experience it for themselves; and
• Trendsetters — they are confident leaders and like outrageous people and things.

When talking to this group of consumers, CTTC found that California stands apart from other U.S. culinary destinations because of the state's unique combination of climate, geography and topography. California is the nation's top agricultural state with more than 350 different crops. Visitors can experience a more personal connection to the food they are eating. Known for its diverse, eclectic and innovative cuisine, the state is also an epicenter to the sustainable wine and food movement -- an approach to farming and production that minimizes impact on the environment and wildlife, is healthy for workers and consumers and enhances rural communities.

"The Land of Wine and Food" campaign is a partnership between the California Travel & Tourism Commission (CTTC) and the Wine Institute. A cornerstone of the campaign is a national TV and print advertising program featuring Governor Schwarzenegger and wine and food celebrities promoting California and directing consumers to www.LandofWineandFood.com, which highlights the state's wine and food discoveries to the fast-growing travel segment of culinary connoisseurs -- and those who aspire to be -- from a local Californian's point of view. CTTC is a nonprofit organization with a mission to develop and maintain marketing programs - in partnership with the state's travel industry - that keep California top-of-mind as a premier travel destination. Established in 1934, the California Wine Institute is the public policy advocacy group of over 1,100 California wineries and affiliated businesses that initiates and advocates state, federal and international public policy to enhance the environment for the responsible production, consumption and enjoyment of wine. The organization also works to enhance the economic and environmental health of its communities and the state through its leadership in sustainable winegrowing and winemaking practices. For more information visit www.visitcalifornia.com or www.wineinstitute.org.