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2009-12-22
Media Contact: Christopher Taranto
Phone: 805-239-8463

PASO ROBLES WINE COUNTRY ALLIANCE DONATES $10,000 TO THE AMERICAN VINEYARD FOUNDATION
Donation Strengthens Commitment to Viticulture Research in the Paso Robles AVA

Paso Robles, CA (December 22, 2009) The Paso Robles Wine Country Alliance announced today that a donation of $10,000 will be given to the American Vineyard Foundation (AVF) in support of research projects specific to the Paso Robles American Viticultural Area. In the past six years the Paso Robles Wine Country Alliance has contributed more than $45,000 to the AVF, making the Alliance the second highest trade organization contributor to the AVF each year.

“We are excited and honored to affirm our commitment to local vineyard research and support the goals of the American Vineyard Foundation,” said Stacie Jacob, executive director of the Paso Robles Wine Country Alliance. “The AVF strives to provide new research results for many projects that can ultimately lead to best practices in the vineyards. As a leader in the California wine industry it’s important for Paso Robles to play a role in its forward progression.”

A leader in maintaining industry progress, the AVF provides the unique opportunity to unify the grape and wine industry through collaborative research efforts. The AVF is a non-profit organization that relies on voluntary industry support for research funding. “We greatly appreciate the generous support of the Paso Robles Wine Country Alliance and their ongoing commitment to helping our industry face the challenges that can only be met through solid scientific research,” noted Jim Frisinger, American Vineyard Foundation Chairman.

In addition, the Paso Robles Wine Country Alliance is currently invested in a major vineyard research initiative that will begin January 2010 – Irrigation Usage on Vineyards. Working alongside the University of California Cooperative Extension Viticulture/Soils Farm Advisor, the Alliance is quantifying the annual amount of irrigation applied to vineyards overlaying the Estrella sub area. This three-year study will gather data of critical concern during these past three years of drought and will allow the industry to be proactive in working alongside local government officials as water remains a key concern. The AVF donation combined with the local irrigation study demonstrates a more than $20,000 research commitment in 2009 by the Wine Alliance.

The Paso Robles Wine Country Alliance is responsible for marketing and promotional programs designed to strengthen brand awareness locally, regionally and nationally, and attract wine enthusiasts to Paso Robles Wine Country. Focusing on both grower and vintner interests, the Alliance efforts include trade and consumer outreach, media relations, buyer tours, educational and research programs to ensure quality wine grape growing and wine production and legislative monitoring.

The Alliance also partners promotions and activities with the Wine Institute, California Winegrape Growers (CAWG), Central Coast Vineyard Team (CCVT), Family Winemakers and Zinfandel Advocates & Producers (ZAP). The Alliance represents more than 500 members, including wineries, wine grape growers, hospitality partners and related associate businesses.

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