Sacramento – The Wine Institute and the California Association of Winegrape Growers (CAWG) have announced that the organizations will collaborate on "California First" 2008. The campaign is designed to celebrate the contributions and achievements of the California wine industry and educate policy leaders, the media and consumers about the state’s diverse winegrowing regions, wide array of wines and the industry’s leadership in sustainable agriculture.

This year’s promotion builds on programs both trade associations have undertaken to showcase California’s wines, vintners and growers, including Wine Institute’s "California First" and California Wine Month programs launched in 2005 and CAWG’s 2007 campaign to highlight California’s sustainable viticultural practices and innovative winegrape growers. Wine Institute and the California Travel and Tourism Commission (CTTC), announced plans last August to promote culinary travel and the state’s wine and cuisine offerings with a five-year, multi-million dollar campaign.

"When it comes sharing with the public the attributes of the California wine industry, including being a positive cultural and economic force, our members have similar and complementary messages regarding the importance of agriculture, family businesses, sustainable winegrowing, and wine and food-based tourism. This is a natural partnership in our effort to educate public policy decision makers and unites us in our work in promoting California wine," said Robert P. (Bobby) Koch, President and CEO of Wine Institute.

"As the U.S. approaches the milestone of being the #1 wine-consuming nation in the world, the California wine industry finds itself at a critical juncture," said Karen Ross, President of CAWG. "It makes sense for our organizations to pool resources and work together on programs that showcase the many attributes of California’s winegrowing community, as well as the unparalleled expertise of our growers and vintners."

Working with wineries, growers, regional associations and the trade, the "California First" campaign will involve activities and events designed to raise awareness of California’s leadership in sustainable winegrowing and winemaking practices. Ongoing media relations will educate consumers and publicize the