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PRESS RELEASES: PASO ROBLES WINE COUNTRY ALLIANCE PRESS

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2008-11-11
Media Contact: Meagan Callahan
Phone: 805.239.8463

NEW PASO ROBLES WINE COUNTRY EVENT DRAWS A SELLOUT CROWD OF 500 MILLENNIALS
CRAVE Proves to be an Innovative Wine Tasting Event for New Wine Consumers

Paso Robles, CA (November 11, 2008) The Paso Robles Wine Country Alliance "leveled" the Cuesta Grade in late October with a new wine tasting event, CRAVE - A Paso Robles Wine Experience. Targeting the millennial age group (21-30 year olds), a sellout crowd of 500 wine drinkers experienced an event designed in a way that speaks to them. Providing information about Paso Robles wines through nine varietal bars allowed CRAVE attendees to taste wine from 63 producers and pair with local foods from 10 restaurants. CRAVE attendees found an upbeat, club like atmosphere to learn about the wines of Paso Robles, an innovative shift from the typical tasting experience.

"I was able to try many different types of wine at each bar and now better understand what flavors and varietals I like best," said John Tranberg, CRAVE attendee and Sonoma State University Graduate Student. "I had a blast and hope that this becomes an annual event!"

CRAVE, held at the Veteran's Hall in San Luis Obispo was filled with Millennial faces dressed to impress for this special event. Attendees came from San Luis Obispo County, across California and some from out of state. The opportunity to meet Paso Robles winemakers and ask questions about each wine engaged the crowd who was focused on the characteristics of the wine varietals presented. The event introduced education to complement the wine tasting experience, a welcome attribute to the Millennial market.

The Paso Robles Wine Country Alliance tested several new marketing strategies to target the Millennial Generation who attended CRAVE. Creating a new CRAVE Web site (www.cravepaso.com), reaching online social networks, targeting local college campuses and young professionals through in person presentations at club meetings were among the strategies to reach this new group of wine drinkers. CRAVE 2009 is set for Friday, October 23, 2009. Mark your calendar and be sure to purchase your ticket early, as it is sure to be another sellout.

The Paso Robles Wine Country Alliance represents wineries, growers and businesses in Paso Robles Wine Country. Centrally located between San Francisco and Los Angeles, along California's Central Coast, Paso Robles Wine Country is California's fastest growing wine region. It encompasses more than 26,000 vineyard acres and more than 200 wineries.
For more information, visit www.pasowine.com

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