Dear Members,

Summer has officially arrived, bringing with it the busy energy that always seems to define this time of year in Paso Robles Wine Country. While there’s still a little time before harvest begins, many of us are already watching veraison, preparing crews, fine-tuning equipment, and getting ready for another exciting vintage. If early indications hold true, it looks like harvest may arrive a bit sooner than usual this year.

Before we dive into the excitement of harvest, I want to thank everyone who joined us for our Mid-Year Membership Meeting on June 24 at the Hope Family Wines production facility. It was a great afternoon of reconnecting with fellow members and sharing updates on the work your Alliance has been doing during the first half of the year.

One of the highlights was hearing from our friends at Commerce7, who shared encouraging insights into the direct-to-consumer landscape. While the wine industry continues to face its share of challenges, the data suggests that conditions are beginning to stabilize. Paso Robles wineries continue to hold their own, and perhaps most encouraging, visitation trends are showing positive signs as we head into the second half of the year. We have every reason to remain optimistic while continuing to focus on delivering the authentic hospitality and exceptional wines that make our region so special.

July also brings one of my favorite traditions of the year – the SLO County Wine Awards. Join us on Friday, July 17 at 4:00 p.m. at Mission Square Plaza during the California Mid-State Fair as we recognize this year’s outstanding Winegrape Grower, Winemaker, and Wine Industry Person of the year. These individuals have helped shape our wine community through leadership, innovation, and generosity, and I hope you’ll come celebrate their accomplishments alongside friends and colleagues.

Before harvest kicks into full swing, I also hope you’ll join us for our Annual PRWCA BBQ on Wednesday, August 5 at 6:00 p.m. at The Loading Chute in Creston. It’s one of the most enjoyable evenings of the year – a chance to relax, catch up with fellow members, welcome new faces, and enjoy great food together before everyone’s calendars become consumed with harvest. If you haven’t already, please take a moment to RSVP in the member dashboard.

Looking ahead, we have another exciting lineup of tasting opportunities this fall. We’ll kick things off with our Fresno Tasting Tour on September 3, followed by Pacific Wine & Food Classic on September 12, Del Mar Wine + Food Festival on October 3 & 4, and conclude with the Oakville Grand Tasting in Chicago on October 25. Registration for Chicago remains open, and we’d love to have additional wineries join us as we continue introducing Paso Robles wines to influential consumers across the country.

As always, thank you for your continued support, partnership, and enthusiasm. The strength of Paso Robles Wine Country has always come from the people behind it. Wishing everyone a safe, successful harvest season, and I look forward to seeing many of you at the Fair, the BBQ, and our events this fall.

Be well,

Joel Peterson
CEO