Sip a Little, Talk a Little

Legislation clears way for regional groups to buy permits, sell wine at educational events
  

San Rafael, Calif. -- As wineries across the state celebrated the recent passage of the so-called "Winery Picnic Law," which makes it legal for California wineries to sell bottles that will be consumed on winery property, another bill affecting the wine industry won over state lawmakers while drawing considerably less fanfare.

Assembly Bill (AB) 2090--one of a trio of wine-industry bills authored this session by Santa Rosa Democrat Noreen Evans, chair of the Assembly Select Committee on Wine--allows that 501 (c)(5) and 501(c)(6) nonprofit groups, "a majority of whose members are either licensed winegrowers, winegrape growers, or professionals in the fields of enology or viticulture," be allowed to purchase up to six, two-day licenses that "authorize the sale of wine for consumption on the premises where sold." The bill unanimously passed the state senate 37-0; the state Assembly passed the bill by a vote of 75-3. If signed by Gov. Arnold Schwarzenegger, the law will take effect Jan. 1, 2009.

Assemblywoman Evans told Wines & Vines that educational winetasting events will enable the California wine industry to reach new customers. "They will also help consumers learn differences in wine varietals that they like from wine producing regions that may not get shelf space in their community. This is definitely a win for the industry and for wine lovers."
 
 
Backing the legislation

Noreen Evans

The California Association of Winegrape Growers (CAWG) sponsored the bill, which is intended to raise awareness about different growing regions and to further consumer wine education. "We were very pleased and honored that we had broad support form the wine community," CAWG president Karen Ross said Friday. Regional grapegrowing organizations across the state sent letters of support to the bill's authors, emphasizing the importance of consumers being able to taste wine--not just hear about it during educational events, classes or seminars. "I think it's an exciting opportunity to recognize the work that gets done when (the wine industry uses) a collective effort. It's really important that we continue to work together in that way."

Stacie Jacob, executive director of the Paso Robles Wine Country Alliance said, "I think the legislation is really helping to fix some problems that exist out there.

"You always want to be able to educate and talk about wines if you're the one behind the table pouring, and to be able to answer consumer questions," Jacob said. "It's a tasting, so it's a one-ounce pour, and a different mindset than what you might see with a caterer. We're usually doing educational types of events."

Spreading the word

One of the key strategies of the Paso Robles Wine Country Alliance, Jacobs said, is to give consumers the opportunity to taste the region's wines in the hope that when wine-drinkers see Paso Robles wines in the store or on a menu, they'll think of choosing them over a foreign competitor.

Anthony Matthews, senior consultant in the office of Assemblywoman Noreen Evans, said, "This is a way for people to break into wine, learn about it and not be intimidated by it--especially now that it's getting more competitive."

"In Noreen's district, everybody refers to the Napa name, everybody knows what Napa is, and everybody has an association with that name--what wines and good and a certain quality expectation," Matthews said. "Now that grapes are grown almost everywhere, and there is an increasingly sophisticated consumer base that is always looking for the next great thing, this is a great opportunity. There are some regions coming out that don't have a customer base; I think this is a way for these regions to tap into new markets.