Hi PRWCA Members,

Happy New Year. I hope you were able to find time for rest, family, and good wine over the holidays. Paso always shines this time of year — from the lights downtown to the slower winter pace that lets us breathe and regroup before the season picks up again.

While the broader wine economy continues to shift, Paso heads into 2026 with both momentum and opportunity. Many of us are still navigating a challenging business climate, but Paso’s reputation remains strong, and we are ready to meet this moment together. We are entering the final year of our multi-year grant, which has enabled us to invest in targeted digital marketing to keep Paso top of mind. It’s been an important lift — and we’re committed to finishing strong.

We’re kicking off the year with a full calendar and a renewed focus on driving visitation and demand. BlendFest on the Coast returns February 19-22, followed by our Paso Tasting Tour in Dallas on March 27. Spring leads into Paso Wine Month and Paso Wine Fest presented by STRAUSS, May 15–17, and we’re already feeling strong momentum on both fronts. Throughout the year, we’ll continue delivering relevant member education, workshops, and tools to support your teams.

Our visibility beyond California continues as well. This spring, we will join Wine Institute trade missions in Poland and Paris, working alongside several wineries to ensure Paso Robles remains part of key international conversations.

Thank you to everyone who has already renewed membership — your support makes all of this possible. We’ll kick off the year with our New Member Reception on January 22 and celebrate together at the Annual Gala on January 29 at Rava Winery. I hope to see many of you there.

This New Year also brings loss for our community. We mourn the sudden passing of Jake Beckett of Peachy Canyon and Víctor Armando Ortiz Velarde of G2 Vineyard, two friends whose contributions and presence made Paso a better place. We will carry their memory with us in the year ahead.

Even with the challenges facing our industry, I remain encouraged — especially by the spirit and passion of the Paso wine community. Paso thrives because we show up for the work and for one another. Here’s to a year of progress, collaboration, and renewed pride in this region we share.

See you in the vineyard, tasting rooms, and on the road.

Joel Peterson