In recent years the Paso Robles Wine Country Alliance has been invited by California Wine Institute’s Export Program (CWI) to participate in more international programming. As the Paso Robles AVA grows in popularity, inclusion into these programs shows a more complete representation of California wine.

In July the PRWCA presented an AVA overview to a group of 24 European sommeliers from 12 countries. Alongside the Santa Barbara and Santa Lucia Highlands regions, the presentation highlighted what makes the central coast unique with focus on the three AVAs. Wines that are available in Europe were presented, which featured eight brands. One of the guests attended the PRWCA masterclass in Dublin and was excited to reconnect. Three guests from Poland were encouraging a visit by Paso Robles winemakers to Poland as their market is hungry for California wines and their impression of Paso Robles wine was positive.

One week later the PRWCA attended the annual Wine Institute Export Program Conference in Santa Rosa. The news on the state of the industry was to be expected, that while export to Canada has come to a halt, demand for California wine is on the rise in other markets including Asia, Europe, Mexico, and emerging markets like India and Africa. Meetings with the various CWI export managers led to invitations to exhibit at Wine Paris and a possible Poland trade mission.

In February of 2026 the PRWCA will have a booth space at the Wine Paris exhibition. Formerly Vinexpo Paris, this international trade show was rebranded in 2024. It brings together thousands of exhibitors, buyers, importers, exporters, and media from all over the world. Four brands will accompany the PRWCA to showcase their wines within the Paso Robles space which is in the California Barn booth space which has 70 brands/groups included with 10 showcasing Paso Robles AVA wines. This very large footprint for California wines also includes a seminar space where the PRWCA will conduct seminars each of the three days.

As planning accelerates for the Wine Paris show, the PRWCA is working with our contacts at CWI to further develop a potential trade activation in Poland in the days prior to Wine Paris. Poland is gaining attention as a promising growth market for premium California wines. The trade audience is curious and engaged, and we anticipate strong turnout for our events. While most imported wine sales in Poland are still at lower price points, the appetite for higher-quality wines is growing, making this an ideal time to build brand recognition for Paso Robles. We also have a natural tie in with Paderewski that will be leveraged for additional trade, media, and consumer attention.

Closer to home, trade relations continue recently with an activation in New York City. Eureka! NYC was a trade and media event orchestrated by Wine Institute that showcased eight California wine regions. Paso Robles was represented by the PRWCA and five brands with distribution in New York. Paso Robles wines were also highlighted in the seminars lead by Elaine Chukan Brown. More than 150 members of the city’s trade and media attended this event which also invited in a group of Canadian sommeliers to continue positive relations with our neighbors to the north. More than 200 consumers paid to attend as well.

The PRWCA also attended TEXSOM in August. Paso Robles had a substantial presence at this national sommelier conference for five years, which discontinued in 2020. TEXSOM has evolved in many ways, as have the sponsorship opportunities. A possible sponsorship in 2026 may materialize that could hold great potential for exposure to the many gatekeepers in the industry that attend this conference.

Soon the PRWCA will be attending the Global Buyers Marketplace (GBM) in October. This three-day event coordinated by Wine Institute brings 100 buyers from around the globe to meet and do business with California wineries. The PRWCA will have a table at this event which will showcase wines in export that are not represented by the 10 Paso Robles brands at GBM. Paso Robles will also conduct “mini masterclasses” at this event along with having Paso Robles AVA wines represented in the full-length seminars conducted by Elaine Chukan Brown and Kellie White.

Also in October is the Vinos Sin Fronteras event in Tijuana. Coordinated by Provino, the vintners association for Baja Mexico, the “Wines Without Borders” event showcases 30+ wineries from Baja. Paso Robles is the invited guest region for 2025 where seven brands will be representing their wines at this one-day festival. Also included is a master class at the Culinary Art Academy for students and local trade.

Further down the road the PRWCA was invited by CWI to host a dinner with 10 sommeliers from Vietnam in San Francisco and showcase Paso Robles wines. An emerging market for wine, CA wines account for a large share of the growing U.S. exports to the country.

Trade marketing and international relations are long-term investments, often more about planting seeds than seeing immediate results. By showing up on the world stage, Paso Robles is a part of the larger conversation about the world’s best wine regions. Each presentation, tasting, and trade meeting contributes to building recognition, credibility, and demand for our wines. The spotlight we gain through these efforts has a powerful trickle-down effect, benefiting not only the wineries directly involved but the entire Paso Robles AVA as our reputation continues to grow globally.