The Wine Institute

Jan 31, 2008

Cronin Communications Selected for Communications Effort

SACRAMENTO — The Wine Institute and the California Association of Winegrape Growers (CAWG) announced that the organizations will collaborate on "California First" 2008, a campaign designed to celebrate the contributions and achievements of the California wine industry and educate policy leaders, the media and consumers about the state's diverse winegrowing regions, wide array of outstanding wines and the industry's leadership in sustainability.

The "California First" 2008 campaign builds on programs both trade associations have undertaken to showcase California's wines, vintners and growers, including Wine Institute's "California First" and California Wine Month programs launched in 2005 and CAWG's 2007 campaign to highlight California's sustainable viticultural practices and innovative winegrape growers. "California First" 2008 will complement the historic partnership between Wine Institute and the California Travel and Tourism Commission (CTTC), announced last August, to promote culinary travel and the state's wine and cuisine offerings with a five-year multi-million dollar campaign to promote California wine, food and tourism. Cronin Communications of St. Helena, California, has been selected to execute the "California First" 2008 communications effort on behalf of the Wine Institute and CAWG.

"When it comes sharing with the public the attributes of the California wine industry, including being a positive cultural and economic force, our members have similar and complementary messages regarding the importance of agriculture, family businesses, sustainable winegrowing, and wine and food-based tourism. This is a natural partnership in our effort to educate public policy decision makers and unites us in our work in promoting California wine," said Robert P. (Bobby) Koch, President and CEO of Wine Institute.

"As the U.S. approaches the milestone of being the #1 wine-consuming nation in the world, the California wine industry finds itself at a critical juncture," said Karen Ross, President of CAWG. "It makes sense for our organizations to pool resources and work together on programs that showcase the many attributes of California's winegrowing community as well as the unparalleled expertise of our growers and vintners."

Working with wineries, growers, regional winery/grower associations and the trade, the "California First" campaign will involve activities and events designed to promote California Wine Month, raise awareness of California's leadership in sustainable winegrowing and winemaking practices, enhance and publicize the www.californiawineevents.com web site, and educate consumers through a media outreach program and ongoing media relations.

The Wine Institute and CAWG have collaborated on many programs in the past, most notably the Code of Sustainable Winegrowing Practices, which the two trade associations initiated in 2002. Designed as an educational and self-assessment program that encourages and empowers growers and vintners to adopt the highest standards of sustainable practices, the Code is a model for the industry and other agricultural sectors and has won several prestigious environmental awards. In 2003, CAWG and Wine Institute formed the California Sustainable Winegrowing Alliance (CSWA), a nonprofit organization to assist in the implementation of the Code.

About Wine Institute

Established in 1934, the Wine Institute is the public policy advocacy group of 1,100 California wineries and affiliated businesses that initiate and advocate state, federal and international public policy to enhance the environment for the responsible production, consumption and enjoyment of wine. The Wine Institute membership represents 85 percent of U.S. production and 95 percent of U.S. wine exports. For more information about Wine Institute, go to www.wineinstitute.org.

About The California Association of Winegrape Growers

Established in 1974, the California Association of Winegrape Growers represents the growers of more than 50 percent of the gross grape tonnage crushed for wine and concentrate in California. The statewide association is an advocate for farmers, providing leadership on public policies, research and education programs, sustainable farming practices and trade policy to enhance the California winegrape growing business and our communities. For more information about CAWG, visit www.cawg.org.