Paso Wine S’Cool is back October 19–21, 2026, bringing 15 carefully selected sommeliers and wine buyers to Paso Robles for an immersive, three-day educational experience. Designed to build lasting trade relationships, this Alliance program introduces influential on- and off-premise buyers from California and key out-of-state markets to the people, places, and wines that make the Paso Robles American Viticultural Area unique.

Each guest completes a competitive application process, allowing the Alliance to identify qualified trade professionals who are actively seeking new wines and regions for their programs. The Alliance covers the majority of travel and hospitality expenses, creating an exceptional opportunity for participating wineries to connect with highly engaged buyers in an intimate setting.

Member wineries are invited to help showcase the breadth and quality of Paso Robles through hosted experiences, educational tastings, and meaningful conversations that leave a lasting impression. If you’re looking to build new wholesale relationships and help tell the Paso Robles story, Paso Wine S’Cool is one of the Alliance’s premier trade engagement opportunities.

REGISTER TO PARTICIPATE HERE >>