Dear Members,

Summer has arrived in full force and so has the busy energy that always seems to follow. Our hills may be turning golden, but Paso is staying vibrant, with plenty to celebrate and even more on the horizon.

We had a fantastic stretch of events this spring and early summer, starting with another successful Paso Wine Fest, Presented by STRAUSS  in May. The weekend showcased our region’s creativity, hospitality, and top-tier wines. Thank you to the wineries, restaurants, and partners who participated – you continue to raise the bar each year.

In June, we took the show on the road again for Savor Paso in San Jose, this time at a new location in downtown San Jose. Fifty wineries poured for an enthusiastic Bay Area crowd, creating new fans and deeper connections in one of our key drive markets.

We capped off June with our Mid-year Member Meeting, where we shared updates on our marketing, trade, media, and event efforts, and handed out our Community Wine Awards. We also previewed key findings from our CDFA grant-funded studies, including DTC sales trends, wholesale wine data, and our Economic Impact Report, and gave a sneak peek at the upcoming consumer trends study. Thank you to all who attended; if you didn’t make it, you can find the decks on the member dashboard here. These insights will shape our strategies going forward, and we’ll be reaching out with more surveys later this summer to keep the momentum going.

As always, July brings us together to honor the people who help define the Paso wine community. I’m thrilled to announce the 2025 SLO County Wine Industry Award recipients:

• Wine Grape Grower of the Year: Aron Nevarez
• Winemaker of the Year: Molly Bohlman
• Wine Industry Person of the Year: Chris Taranto
• Lifetime Achievement Award: Libbie Agran

These honorees have made lasting contributions to our region through hard work, innovation, leadership, and heart. We’ll celebrate them on Friday, July 18 at the Mid-State Fair during the annual Wine Industry Awards & Tasting at Mission Square. I hope you’ll join us to raise a glass.

Looking ahead, please register for our Annual All-Member BBQ on Thursday, August 7 at Barrelhouse Brewing Co. in Tin City. It’s always a fun, relaxed evening to connect before harvest kicks into high gear. And if you’re interested in taking your wines on the road, don’t miss our fall Tasting Tours to Bakersfield (September 5) and Fresno (September 19). Registration is underway. We’ll be bringing around 50 wineries to each market for a consumer-facing event that continues to grow in reach and reputation.

While the wine industry continues to face shifting consumer behaviors and economic pressures, I’m encouraged every day by the resilience and camaraderie in this region. Thank you for being a part of what makes Paso Robles so unique. Let’s keep the energy going through harvest and beyond.

Be well,

Joel Peterson

Executive Director