The Paso Robles Wine Country Alliance traveled to Dallas the week of March 23 for a dynamic series of events supporting one of its key out-of-state Tasting Tour stops. The Dallas–Fort Worth market continues to demonstrate strong engagement with Paso Robles wines, reinforcing its importance as both a direct-to-consumer and wholesale destination.

A total of 30 Paso Robles wineries participated in the tour stop, pouring for an enthusiastic and highly engaged audience. The consumer tasting welcomed 450 attendees from across the Dallas and Fort Worth area and sold out two weeks in advance, clear evidence of both demand and brand loyalty. Notably, many guests were already wine club members of participating wineries, underscoring the region’s deep and growing connection with Paso Robles producers.

The programming began the evening prior with an intimate media dinner held at Goodwins, a chef-owned neighborhood restaurant. Four wineries, including Fulldraw Vineyard, Hope Family Wines, L’Aventure, and Nenow Family Wines, joined two journalists and two influencers for a curated dining experience that fostered meaningful storytelling and relationship-building.

The following day opened with a Paso Robles AVA masterclass led by PRWCA Director of Trade Relations, Christopher Taranto. The session hosted 22 members of local trade and media and featured winemaker-led presentations from Brochelle Vineyards, Field Recordings, Fulldraw Vineyard, MCV Wines, and Zanoli Wines. The highly interactive format encouraged thoughtful discussion, with strong audience engagement throughout.

Following the seminar, trade attendees were given early access to taste wines from all 30 participating wineries, with additional members of the trade joining for the walk-around portion. By 6 p.m., doors opened to consumers, creating a lively and energetic atmosphere that carried throughout the evening.

This activation was supported by a targeted paid media campaign, driving awareness and ticket sales in advance of the event. Trade and media components were partially funded through a grant from the California Department of Food and Agriculture, while strategic trade outreach was enhanced through a partnership with TEXSOM. PRWCA team members on-site to ensure the event’s success included Jamie Guzman, Krista Smith, and Christopher Taranto.

Dallas remains a priority market for Paso Robles, offering both strong sales performance and accessibility, including direct flights from San Luis Obispo County Regional Airport. The success of this tour stop further reinforces the region’s momentum and the value of continued investment in key out-of-state markets.

Pictured: Two Paso Wine super fans wearing the old Grow Wild merch.