My Itinerary:



To be a leader among the global wine community

Mission Statement

The Paso Robles Wine Country Alliance is a non-profit trade association responsible for positioning, promoting and enhancing the Paso Robles American Viticultural Area (AVA).

Core Beliefs

  • Our distinct characteristics make the Paso Robles AVA one of the highest quality wine producing regions in the world.
  • Marketing and promoting the attributes of our diverse wine region enhances the value of our products.
  • Offering leadership and educational resources gives members opportunities to optimize their products and businesses.
  • Engaging and educating our community and government leadership encourages them to preserve and share our Core Beliefs.
  • Embracing sustainable agricultural practices helps to ensure agriculture's future viability and conserves the area’s natural resources.