Three-year initiative builds brand awareness and connects younger audiences to Lake County’s bold, high-elevation wines
August 18, 2025 — The Lake County Winery Association has successfully completed its CDFA Specialty Crop Block Grant project, “When You Think Wine, Think Lake County – Reaching the Next Generations,” which ran from November 2022 through June 2025. Funded by a $440,476.00 grant from the California Department of Food and Agriculture, the initiative aimed to grow brand awareness and connect Millennial and Gen Z audiences in the San Francisco and Sacramento regions with Lake County’s bold, high-elevation wines.
The campaign included a refreshed website, targeted digital outreach, and vibrant storytelling that highlighted the region’s volcanic soils, clean air, and small-production wineries. While direct-to-consumer (DtC) sales declined 3%, reflecting broader statewide trends, social media metrics and visitor data showed increased engagement from younger consumers.
Leadership transitions during the grant period were met with swift action and renewed momentum, with Project Director Raven Sprague stepping in to guide the initiative to completion. Project Manager Terry Dereniuk also played a key role in coordinating reporting and compliance throughout the grant’s lifecycle. Additionally, Susan Feiler was an instrumental part of the team, serving as bookkeeper during the grant period, contributing significantly to the project’s successful closeout.
The California Department of Food and Agriculture has confirmed the project’s completion and closeout.
Learn more at lakecountywineries.org.
