Hi Members –

Harvest is here, and this year it came early. Many of you started picking well ahead of the usual schedule, and yields are running lighter than normal across much of the region. Lighter crops bring their own challenges, but early reports on quality are encouraging. The cooler mornings, busy crush pads, and energy in the cellars are a good reminder of why this is such a special time of year in Paso Robles.

October is also Harvest Wine Month, when pick-up parties, winemaker dinners, club events, and special tastings give visitors a reason to come see harvest up close. To support our member events, we’re running a digital ad campaign built to drive visitors to Paso Robles, aimed at our key drive markets and at wine lovers looking for a fall getaway. We’ll keep promoting Paso Wine across our website, social media, free Paso Wine App, and e-blasts all month, so please make sure your harvest events are listed.

Our fall programs got off to a strong start. In September, 50 Paso Robles wineries poured at our Fresno Tasting Tour, where we connected with our loyal Central Valley fans and made plenty of new ones. We also had a Paso Robles booth at the Pacific Wine & Food Classic with 16 brands, and last weekend part of our team headed to the Del Mar Wine + Food Festival. Each of these events shows how powerful it is when Paso Wine shows up together.

I was also lucky enough to represent Paso Wine on the international stage, joining the Wine Origins Alliance in Geneva for meetings and a wine tasting at the World Trade Organization. There, we advocated for wineries’ ability to do business around the world and for protecting the place names that tell consumers where a wine truly comes from.

At the same time, we’re realistic about the market. Our industry is still facing headwinds, including shifting consumer habits, softer visitation, and a competitive wholesale landscape. Those conditions are why our team and Board of Directors are being thoughtful and strategic about where we put our marketing dollars. We’re already hard at work planning for 2027, with a focus on keeping Paso Robles top of mind for consumers and the trade and on supporting our members in meaningful ways.

A few important dates to note:

• Board Elections: We’ll be electing new board members in November. If you’re interested in serving, or know someone who would be a great candidate, please watch for the nomination details to be sent out Friday, October 9.
• Member Survey: Look for our annual member survey in the coming weeks. Your feedback directly shapes next year’s programs, education, and events.
• Year-end Member Meeting: Save the date for Wednesday, December 9 at Cass Winery. We’ll share our plans for the year ahead and celebrate the year with fellow members. More details to come.

Thank you for your continued partnership and support. The strength of Paso Robles has always come from the people who grow, make, pour, and share our wines, and that collective effort matters as much now as ever. Wishing everyone a safe and successful harvest.

Be well,

Joel Peterson
CEO