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Wine Institute Launches New Global Branding Campaign

January 20, 2011

Wine Institute, the association of California wineries, announced the launch of a new global branding campaign featuring the new “California Wines” logo to boost exports. The Discover California Wines campaign invites consumers worldwide to experience the Golden State’s richly diverse wine offering through stunning images of iconic landmarks, rural vistas, seasonal cuisine and the active, sustainable lifestyle that are intimately linked to the wines. Wine Institute oversees a major export program with marketing activities in 27 countries and shipments to 150 nations worldwide. The world’s fourth largest wine producer, California produces 90 percent of U.S. wine exports. U.S. exports in 2009 were $912 million in winery revenues and 2010 is on track to be the highest ever for California wine sales outside the U.S.

“The Discover California Wines campaign gives our international representatives the tools they need to build California wine sales exponentially around the globe,” said Robert P. Koch, President and CEO of the Wine Institute. “We are setting an ambitious goal of more than doubling California/U.S. wine exports to $2 billion by 2022.”

Discover California Wines campaign tools include print advertising, point of sale materials, wine region maps, brochures, trade show displays, a video presentation and digital and social media component. These tools are available to California winemakers, importers, retailers and restaurateurs actively promoting California wine overseas. The campaign’s California lifestyle approach aligns with the $50 million annual worldwide promotional program of the California Travel and Tourism Commission (CTTC) which positions the state as “the land of wine and food.”

“The California lifestyle – our sense of inventiveness, the way wine, food and the outdoors are essential parts of life here – is evident in our wines,” said Linsey Gallagher, Director of International Marketing, who developed the campaign. “California wine, from more than 100
grape varieties and from regions with dramatically diverse geography, climates and cultures, has something for everyone and, along with it, a lifestyle that invites discovery.”

Elements of the new California wine campaign will debut at international wine trade shows including Prowein, The London International Wine Fair and Vinexpo. It will also be unveiled at signature California wine events in 2011, such as the California Wine Fairs in Canada and the California Wines European Spring Tour.

Campaign elements and the creative approach will also be reflected in the California First domestic marketing program, which includes the annual California Wine Month celebration each September and a partnership with CTTC to promote the state’s wine and food. CTTC will introduce a ‘refreshed version’ of its national wine and food television spot this spring called “Good Life” which includes new scenes with vintner and former race car driver, Randy Lewis of Lewis Cellars, chef and Food Network personality, Michael Chiarello and Giada De Laurentiis also of the Food Network.

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