On June 1, the Paso Robles Wine Country Alliance had the privilege of presenting a comprehensive master class on the Paso Robles American Viticultural Area to approximately 50 store managers and corporate leaders from Total Wine & More in Los Angeles.

The educational seminar served as the opening program for the retailer’s California wine immersion, bringing together team members from stores across the United States. Many attendees had traveled from around the country to participate in the week-long experience, for most, their first time to Paso Robles.

The 90-minute presentation explored the history, geography, climate, soils, and remarkable diversity of the Paso Robles AVA. Attendees were highly engaged throughout the seminar, asking thoughtful questions about our 11 sub-districts, grape varieties, growing conditions, and the unique characteristics that continue to distinguish Paso Robles on the national stage.

Total Wine & More selected five wines for the tasting, each representing a Paso Robles producer whose wines are available in many of their stores. Rather than focusing on the region’s largest brands (which they would visit later), the tasting highlighted smaller wineries, providing attendees with an opportunity to discover producers that broaden the breadth and quality of their Paso Robles wine experience.

Following the Los Angeles seminar, the group traveled to Paso Robles, where they spent three days touring wineries and meeting with many of their supplier partners. Total Wine & More developed its own itinerary, reflecting the company’s continued investment in understanding the regions and producers that make up its California wine portfolio.

While the Paso Robles Wine Country Alliance has presented to Total Wine & More leadership in previous years, this year’s program was the most formal and comprehensive to date. Being invited to return, and to educate such an influential audience, speaks to both the growing reputation of Paso Robles wines and the confidence retailers place in the Alliance to deliver an engaging, informative, and professional educational experience.

Opportunities like these are invaluable. Educating the individuals who guide purchasing decisions, train sales teams, and interact with consumers every day helps ensure that the Paso Robles story is told accurately and enthusiastically in markets across the country. As the quality and recognition of Paso Robles wines continue to grow, so too does the demand for meaningful educational experiences that showcase what makes our region one of the most dynamic winegrowing areas in the world.