Dear Paso Wine Members,

Harvest is here—one of the most exciting times of the year in Paso Robles. Cool mornings, long days, and the familiar rhythm of grapes rolling into the cellar make fall a season that defines our region. It’s also Harvest Wine Month, when the whole community celebrates with pick-up parties, dinners, club events, and special tastings that bring our story to life for visitors.

The past quarter delivered real momentum. Our Tasting Tours in Fresno and Bakersfield showcased Paso Robles wine to sold-out crowds, with 50 wineries pouring in each market. These events reinforced just how powerful it is when Paso shows up together—we create fans for life. In September, we also participated in the Wine Institute’s Eureka! Tasting in New York City, pouring for trade, media, and consumers. These opportunities continue to expand awareness and strengthen our reach in important markets.

As we look ahead, a few important milestones are on the horizon. Nominations for our Board of Directors are open now through October 15, with elections taking place in early November. This year, members will also be voting on bylaw changes to the makeup of our Board of Directors to (1) expand the board from nine to eleven directors to better represent our growing membership, and (2) designate one of our hospitality seats as a dedicated lodging partner seat. If you’re interested in serving or know someone who would make a great candidate, please submit a nomination here.

Please mark your calendars for our Year-end Member Meeting on Wednesday, December 10 at Rava Winery. We’ll present the 2026 Marketing Plan and welcome Chris Becker, owner and managing director of Storia, as our keynote speaker. Chris will share valuable insights on digital marketing and how Paso can continue to stand out in a competitive marketplace.

In the coming weeks, watch for our annual member survey—your feedback guides our programs and priorities. Membership renewals begin in November; thank you in advance for your continued partnership and support.

While there’s much to celebrate, we also recognize that we are navigating challenges as an industry. That’s why the PRWCA is leaning into strong partnerships with Travel Paso, Wine Institute, and other organizations who are working alongside us to support and uplift Paso Robles Wine Country. Together, we are keeping Paso Wine top of mind and ensuring our region continues to thrive.

Wishing you all a safe, rewarding, and successful harvest season.

Cheers,

Joel Peterson
Executive Director