Does the wine world need another membership association? One group argues—yes.
By Stacy Briscoe
“How do we connect and collaborate with worldwide wine regions that share our same values of how we do business in the wine industry?” That is the question posed by a new wine association, officially launched in February 2025 as the Global Artisan Vintners Alliance (Global AVA).
Smaller Wineries Lead the Way
Spearheaded by California’s Livermore Valley Winegrowers Association (LVWA), from the tucked-away AVA east of the San Francisco Peninsula in Alameda County, the goal is to champion wine-producing territories around the world where small to mid-size businesses dominate the local industry.
Livermore itself is one such place, arguably best known as the home of the historic family-owned-and-operated Wente Vineyards. But, as Brandi Lombardi, executive director for the LVWA, points out, the majority of the viticultural area’s 44 wineries are made of boutique brands offering “everyday luxury experiences,” often where the proprietor and/or winemaker doubles as front-of-house hospitality.
With this in mind, Alameda County Supervisor David Halbert is equally credited for cofounding this initiative and ultimately putting the wheels in motion. Alameda is the United States’ 20th largest county with an annual budget of $4.6 billion, according to Halbert. “We spend that to provide services for our community,” he says. And in this particular case, to invest in (what he calls) “the darling industry” of Alameda County. “We’re home to UC Berkeley, two national laboratories, several tech companies, Stanford Medical and the San Francisco Children’s Hospital,” he says. “But the darling of the industries is the Livermore Valley wine region.”
Room for Growth
Through Global AVA membership, the organization curates connections across international borders for professionals to share local research and technical advances, collaborate on remedies to current challenges in the wine sector worldwide, and (hopefully) expand their audience of consumers beyond their local market space and introduce their territory’s unique products to a broader audience. “When we look at those that created the early wine industry, they’re leaders that all came from growing their business from the ground-up,” says Halbert. “We’re looking for that sweet spot of the emerging, the growing … the struggle that they go through is what turns into the next industry.”
Currently, there are nine founding regions. And, according to Lindsay Knight, community liaison for Supervisor David Haubert, there are a few more currently on-boarding into the organization and early-stage talks are ongoing with potential others. In other words, there’s room for growth and the doors are open for burgeoning wine regions to join the party.
“Community is our core,” says Lombardi. “We are cementing our commitment to community first, to share best practices, and to continue to raise the quality of wines we are all producing as we navigate the ever changing wine industry landscape.”
Global AVA Explained: Founders Share Their Motivations
The founding members of the Global AVA include Livermore Valley, California; Texas Hill Country, Texas; Chilecito, Argentina; Dalmatia, Croatia; Chinon, France; Alentejo, Portugal; Vale dos Vinhedos, Brazil; Badacsony, Hungary; and Ensenada, Baja California, Mexico.
WIN asked the founding members about their thoughts on the new organization and how it can boost the wine industry, both locally and globally. Here’s what a few of them had to say.
What is your main motivation for joining the Global AVA?
“Our main motivation for joining the Global AVA is to raise international awareness of the Badacsony Wine Region and highlight its unique characteristics. While Hungary is widely recognized for the Tokaj region, we want to showcase the distinct wines and volcanic terroir of Badacsony to a global audience.” –Titanilla Szászi, wine tourism, Badascony, Hungary
The Texas Hill Country AVA is 9 million acres … [but] the average size of wineries here is between 5,000-10,000 cases per year. The idea of connecting and collaborating on everything from vineyard to winemaking to marketing with multiple regions across the globe is an exciting opportunity to elevate all our regions.” –January Wiese, executive director, Texas Hill Country, TX
What are some of the biggest strengths of your region that you think you bring to the Global AVA table?
“I believe the Livermore Valley Wine Country has such a unique balance of honoring our past and looking ahead to innovative techniques and concepts of the future. Some of our partners have longer historical roots than we do, but choosing to give the appropriate nod to that but communicating how to look forward and continue to grow is a skill we can all work towards and LVWA is committed to engage in and share that reminder with our partners.” —Brandi Lombardi, executive director, LVWA
“Our expertise in volcanic soil viticulture, combined with centuries-old winemaking traditions, allows us to offer valuable insights into how terroir-driven wines can be crafted with precision and authenticity.” –Titanilla Szászi, wine tourism, Badascony, Hungary
“Texas Hill Wine Country (THWC) is in our 26th year of being a nonprofit trade association and we’ve really evolved our marketing and PR strategies, which we’re excited to share with everyone. On the growing and winemaking side, Texas has been through a lot with weather, disease pressure and more, so our members will have a lot to share and offer other regions on that side of things as well.” ––January Wiese, executive director, Texas Hill Country, TX
“Chinon is unique in that it benefits from a cultural and patrimonial heritage linked not only to French history, but also to François Rabelais, whose novels are set in our appellation. His humanist philosophy is part of our appellation’s DNA, and contributes to a certain art de vivre that our winemakers cultivate through their wines and practices, which are constantly evolving and renewing themselves. We see this group, above all, as a means of sharing experiences.” –Emilie Leduc, CEO M2RP PR agency, Chinon, France
What, in your experience, is currently one of the biggest struggles your region is facing right now and how do you see the collaboration of the Global AVA helping to overcome this obstacle?
“Many wine regions around the world are facing imbalanced supply-and-demand situations and challenges on sustainable production as it is a growing concern by states, buyers and consumers. Small wineries are an essential fabric for rural development in Alentejo and providing knowledge to them is a key factor to keep the wine sector growing in a globalized economy. Having more people involved and sharing expertise with producers from partner regions may help us all to be closer and united to overcome the obstacles.” –Francisco Mateus, chairman of CVR Alentejana, Alentejo, Portugal
“One of the biggest challenges our region is currently facing is the devastation caused by the American grasshopper. Last year, several vineyards had to be completely uprooted due to the extensive damage caused by this invasive species. Finding an effective and sustainable solution is critical for the future of our wine region. We believe that collaboration within the Global AVA can play a key role in addressing this issue. By sharing experiences with other regions that have faced similar threats, exchanging research and exploring potential biological or ecological control methods together, we hope to find a long-term solution that protects our vineyards while preserving our commitment to sustainability.” –Titanilla Szászi, wine tourism, Badascony, Hungary
Industry-wide, many are battling the concept that there is a decreasing number of consumers entering the wine market and an increase in consumers leaving the wine sector of the market. How, if at all, do you see the Global AVA broadening consumer reach?
“Storytelling is key. By highlighting the unique histories, terroirs and traditions of our regions, we can connect with consumers on a deeper level. Additionally, collaboration on educational initiatives, cross-regional events and sustainable practices can help attract younger generations who are looking for authenticity, environmental responsibility and meaningful experiences in their choices.” –Titanilla Szászi, wine tourism, Badascony, Hungary
“As of my knowledge, Global AVA is the first initiative that brings together wine regions around the world with no money required to join. It took 18 months to put in place with people that did not know each other. The fact that we reached this point is already a milestone achieved.” –Francisco Mateus, chairman of CVR Alentejana, Alentejo, Portugal
“It seems that the wine market today is very pessimistic, but I sincerely doubt that wine consumption in the world will come to an abrupt halt. What we can do as independent winemakers is show wine lovers and potential new customers that we represent everything that’s good about wine: craftsmanship, community, sustainability, commitment to best practice… Our message is one of optimism and perseverance. Wine shouldn’t just be a commodity.” –Emilie Leduc, CEO M2RP PR agency, Chinon, France
Stacy Briscoe
Stacy Briscoe is an award winning journalist with 10 years experience writing for and about the wine industry. She’s held multiple roles throughout her career, including managing editor of Wine Enthusiast magazine, managing editor for Wine Industry Network, assistant editor of Wine Business Monthly and staff Writer for Wines & Vines magazine. Flying her freelance flag, she has bylines in numerous notable drink-centric publications such as Somm Journal, SevenFifty Daily, Sonoma Magazine, Full Pour, Guild Somm and the SF Chronicle, among many others. Briscoe regularly speaks at wine industry events, has completed her WSET Diploma and teaches WSET courses at the Napa Valley Wine Academy. She also holds a Bachelor of Arts degree in English-Language Literature from the University of California, Santa Cruz and is often found with a book in hand (and a glass of wine in the other). Follow on Instagram @stacyloubriscoe
