Paso Robles Wine Bill Signed By Governor
SACRAMENTO – Governor Schwarzenegger has signed a bill to make Paso Robles the second appellation in the United States to have a unified labeling strategy. Currently, of the more than 200 appellations nationwide, Napa is the only region to have established labeling protections in law. This bill, signed last month, will give the Paso Robles brand a competitive edge for marketing both the wines and the region.
AB 87, by Assemblyman Sam Blakeslee (R-San Luis Obispo), will help Paso Robles wines compete in a crowded international market.
“This new law will greatly raise the profile of our local wines,” said Blakeslee. “In an increasingly competitive global market, it is absolutely essential that the superb wines from the Paso Robles region receive the brand recognition they deserve.”
By creating a regional identity through labeling practices, area wineries will benefit from being associated with the highly regarded “Paso Robles” brand. This bill, like the Napa law, ties the greater Paso Robles American Viticulture Area (AVA) to future appellations contained entirely within the existing Paso Robles AVA.
“AB 87 is an important milestone in the growth of the Paso Robles Wine industry,” said Stacey Jacob, Executive Director of the Paso Robles Wine Country Alliance. “This new conjunctive labeling law strengthens the brand equity of Paso Robles and ensures Paso Robles stays on wine labels as future appellations within the Paso Robles AVA are created.”
The Paso Robles AVA is home to 170 wineries, more than 40 varietals planted over 26,000 vineyard acres in more than 45 soil series. As a result of this diversity, there are current efforts underway to further subdivide the Paso Robles AVA into smaller, distinctive viticultural areas.
While highly desirable in terms of sub-regional identification and industry value, the marketing of sub-appellations has the potential of diluting the prominence of the Paso Robles winegrowing area and confusing consumers. In an effort to preserve regional identity, AB 87 would require wines bearing the names of these proposed sub-appellations to also include the name “Paso Robles” on the label.
AB 87 was developed in cooperation with the Paso Robles Wine Alliance, and with the support of the California Wine Institute, California Association of Wine Grape Growers, Family Winemakers, Napa Valley Vintners Association, City of Paso Robles, Paso Robles Chamber of Commerce, and Paso Robles Main Street Association.
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AB 87, by Assemblyman Sam Blakeslee (R-San Luis Obispo), will help Paso Robles wines compete in a crowded international market.
“This new law will greatly raise the profile of our local wines,” said Blakeslee. “In an increasingly competitive global market, it is absolutely essential that the superb wines from the Paso Robles region receive the brand recognition they deserve.”
By creating a regional identity through labeling practices, area wineries will benefit from being associated with the highly regarded “Paso Robles” brand. This bill, like the Napa law, ties the greater Paso Robles American Viticulture Area (AVA) to future appellations contained entirely within the existing Paso Robles AVA.
“AB 87 is an important milestone in the growth of the Paso Robles Wine industry,” said Stacey Jacob, Executive Director of the Paso Robles Wine Country Alliance. “This new conjunctive labeling law strengthens the brand equity of Paso Robles and ensures Paso Robles stays on wine labels as future appellations within the Paso Robles AVA are created.”
The Paso Robles AVA is home to 170 wineries, more than 40 varietals planted over 26,000 vineyard acres in more than 45 soil series. As a result of this diversity, there are current efforts underway to further subdivide the Paso Robles AVA into smaller, distinctive viticultural areas.
While highly desirable in terms of sub-regional identification and industry value, the marketing of sub-appellations has the potential of diluting the prominence of the Paso Robles winegrowing area and confusing consumers. In an effort to preserve regional identity, AB 87 would require wines bearing the names of these proposed sub-appellations to also include the name “Paso Robles” on the label.
AB 87 was developed in cooperation with the Paso Robles Wine Alliance, and with the support of the California Wine Institute, California Association of Wine Grape Growers, Family Winemakers, Napa Valley Vintners Association, City of Paso Robles, Paso Robles Chamber of Commerce, and Paso Robles Main Street Association.
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posted by Ron at
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