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Family Winemakers of California and Wine Routes Announce New Partnership to Promote California Wine Tourism


Sonoma County, CA – 07-12-2023Wine Routes, a leading direct-to-consumer guidance, and e-commerce travel platform, and Family Winemakers of California (FWC), a non-profit legislative association representing over 300 family-owned wineries, are announcing a collaborative relationship to promote wine tourism in California.

The relationship will combine FWC’s advocacy and marketing expertise with Wine Routes’ online tourism platform, allowing wineries to promote their wines and tasting experiences to more prospective consumers. Wine Routes helps connect wine lovers to wine brands by allowing users to search for wineries based on region, amenities, and varietals of wine produced. Their comprehensive wineries and wines database gives wine lovers the tools necessary to plan the perfect wine country getaway.

Wine Routes offers a full suite of advertising, content, and commerce products designed to create brand visibility, promote on-premise visitation, and drive new customer acquisition through e-commerce channels.

“We are excited to partner with Wine Routes to bring California wine and wineries to a wider audience,” said Jessica Venezia, Director of Administration and Marketing of FWC. “Wine Routes is a valuable resource for wine enthusiasts, and we believe this collaboration and member benefit will give our members a powerful tool to reach new consumers interested in visiting, tasting, and purchasing California wines.”

“We are proud to align with FWC to support the family-owned wineries that are the backbone of California’s wine industry,” said Adrian Tamblin, CEO of Wine Routes. “FWC is a respected voice in the California wine industry, and this relationship will help us showcase the unique and diverse tourism experiences that can be found throughout California.”

Under the terms of the agreement, Wine Routes will offer FWC members a unique pricing structure for its premium services. This will allow smaller producers to showcase their wineries, wines, and events to Wine Routes’ wine-centric audience. FWC will also promote Wine Routes to its members and encourage them to participate in the platform. Wineries interested in connecting with Wine Routes audience can claim their business by visiting https://www.wineroutes.com/businesses. Wineries interested in joining FWC can sign up @ https://familywinemakers.org/members/signUp.php?

The partnership between FWC and Wine Routes is the latest in a series of initiatives by FWC to promote California wine to consumers. Beginning in January 2023, FWC has launched several new marketing programs, including a website redesign, a new e-newsletter, and expanded trade and consumer tastings opportunities. The collaborative approach with Wine Routes significantly expands FWC’s marketing efforts.; and is expected to help the organization reach even more consumers while supporting small family production facilities for years to come.

About Wine Routes

Wine Routes is a leading Wine Country search and travel planning platform that helps consumers find and set up wine-country itineraries. Wine Routes provides a full suite of advertising, content creation, and commerce products designed to create brand visibility, promote on-premise visitation, and drive new customer acquisition through e-commerce channels. Wine Routes delivers web traffic to its partners through winery profiles, original content, tactical SEO, newsletter distribution, and an ever-growing social community. Wine Routes prides itself on using accurate wine information sourced directly from wine producers throughout the US.

About Family Winemakers of California

Family Winemakers of California is an “organization that reflects the small producer’s point of view.” With nearly 5,400 licensed wineries in California, someone needs to consistently speak for small, family wineries in the fight for more access to markets, protecting individual freedom from government over-regulation, and fostering aspirations to make the best wine. Family Winemakers was founded in 1990 after the wine market order extension was voted down in a true grassroots campaign. Industry growth and public policy on a myriad of issues begged for input from small producers. One man, one vote is the bedrock principle behind Family Winemakers that guides our views on legislation, regulation, litigation, and business practices. They’ve spent more than 30 years and counting working to loosen up the post-Prohibition restrictions in California law and broaden access to domestic markets.



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