August 11, 2015 (Monterey, CA) – Assembly Bill 394 was signed by Governor Jerry Brown today. The bill, authored by Assemblymember Mark Stone (D-Monterey Bay), requires that Monterey County wines are labeled to identify the region where they are produced.
MCVGA Board President Scott Caraccioli shared, “Monterey County is one of the premier wine regions in the world. The passage of this legislation is very exciting and provides a tremendous platform on which to build and leverage further brand equity and loyalty of our grapes and wines.”
Kim Stemler, Executive Director of the MCVGA agrees, “Conjunctive labeling makes it easier for consumers to choose the Monterey wine experience. Further, it brings extra value to tourism, agriculture, and other local industries aligned with brand Monterey. Every bottle on every shelf and on every wine list throughout the world becomes a positive messenger helping elevate Monterey. This legislation was only possible due to the cohesiveness of the local wine industry and tremendous support of all of our local state representatives, especially Assemblymember Stone.”
“Winemaking is an important and unique sector of our local economy. It provides jobs, attracts tourists, and creates high-quality products that make our region special,” said Stone. “It is reasonable and necessary to help these locally owned businesses keep running successfully.”
AB394 ensures that wine labeled with an American Viticulture Area (AVA) that is entirely within the county (such as Arroyo Seco, Carmel Valley, or Santa Lucia Highlands) also includes “Monterey County” on the label. This will increase consumer awareness about wines produced in the area. Monterey County wine producers, which are leaders in the California wine industry, also provide a variety of jobs in the wine growing and supply chain and contribute to the Monterey County economy; the bill further ensures that their products are appropriately designated in the marketplace. Napa, Sonoma, and Paso Robles have similar labeling standards. There was no opposition to the legislation.
About the Monterey County Vintners & Growers Association (MCVGA)
The Monterey County Vintners & Growers Association is a unique non-profit organization. Local vintners and growers share a mission to promote Monterey County wines and grapes, support cooperation and collaboration among vintners and growers, and develop awareness of the industry. For more information on the MCVGA, please call 831.375.9400 or visit montereywines.org.
