About the PRWCA

The Paso Robles Wine Country Alliance is a cooperative marketing alliance made up of Paso Robles Wine Country wineries, vineyards, and related businesses. The Paso Robles Wine Country Alliance is a 501c6 nonprofit organization operated under the guidance of a nine-member board of directors.

Vision & Mission

Paso Robles AVA is recognized and respected as one of the great wine regions of the world.

Mission Statement
Paso Robles Wine Country Alliance is dedicated to the promotion and protection of Paso Robles Wine Country, and the continuous improvement of the quality of its wines, vineyards, and experiences.

Core Values

  • Quality: We provide high-quality visitor experiences and develop programs that allow our members to do the same
  • Effective: We measure the impact of our programs and services and hone them so they are ever more impactful & effective
  • Stewardship: We encourage environmental stewardship and sustainable operations
  • Collaborative: We believe that our community is strongest together and work with members and partners for the success of the whole community
  • Responsible members of the community: We contribute to our community’s quality of life, economic vitality, and act as good corporate neighbors. We are socially responsible.
  • Responsive: We listen to our members and take responsibility for their success
  • Continual improvement: We believe in continually improving what we offer our members, and in a community that is committed to on-going education & learning
  • Professional: Without elitism
  • Respectful: Of members, board volunteers, and staff


1446 Spring Street, Suite 103 (Entrance on 15th Street)
Paso Robles, CA 93446

Staff Contacts

Joel Peterson


jpeterson@pasowine.com | 805-239-8463 x202

Emily Reneau

Membership Manager

ereneau@pasowine.com | 805-239-8463 x210

Peggy Coon


pcoon@pasowine.com | 805-239-8463 x204

Patricia Wilmore


pwilmore@pasowine.com | 805-239-8463 x201

Christopher Taranto


ctaranto@pasowine.com | 805-239-8463 x207

Jennifer Bravo

Consumer marketing Manager

jbravo@pasowine.com | 805-239-8463 x205

Jamie Guzman

Administrative & Marketing coordinator

jguzman@pasowine.com | 805-239-8463 x208

2021 Board of Directors

Molly Scott – Chairperson, JUSTIN VINEYARDS & WINERY
tyler russell – Vice Chairperson, CORDANT | NELLE
randy heinzen – treasurer, VPS & coakley vineyard
Chloé Asseo-fabre – Director, L’AVENTURE WINERY
Cris Cherry – Director, VILLA CREEK CELLARS
Noreen Martin – Director, MARTIN RESORTS
faith Wells – Director, FEDEX


PRWCA Member Committees

The Wine Alliance Committees  bring together a small group of dedicated, experienced professionals who:

  • Represent all segments of Alliance membership: wineries, growers, hospitality, and associate
  • Provide expertise in the area(s) of focus for the following committees:
    1. Government Affairs
    2. Trade
    3. Wine Festival

The goal of each committee is to help further the PRWCA’s mission and vision, including:

  • Increasing consumer awareness of Paso Robles wine and visitation to the area
  • Industry respect for the world-class wine and superior grape quality coming out of Paso Robles
  • Community understanding and appreciation of the wine industry

All members of the committee are asked to adhere to the following requirements:

  • Be a member of the Paso Robles Wine Country Alliance in good financial standing
  • Attend committee meetings
  • Actively encourage members to participate in PRWCA-hosted programs
  • Make recommendations to the Board of Directors

If interested in participating on a committee, please contact Carol Yeaman-Sanchez at cyeasan@pasowine.com

Thanks to Our Partners

Magnum Partners


Paso Partners