The Santa Cruz Mountains Heritage District Will Benefit All Wineries Across the Region’s Three Counties to Attract More Visitors and Promote Wines
November 20, 2025 (Aptos, CA) — Wines of the Santa Cruz Mountains is proud to officially announce the formation of the Santa Cruz Mountains Wine Improvement District, which will be known as the Santa Cruz Mountains Heritage District. The district’s footprint encompasses wine businesses across three counties: Santa Clara, Santa Cruz, and San Mateo, and has been created to market the Santa Cruz Mountains American Viticultural Area (AVA).
“The Santa Cruz Mountains Heritage District ensures a coordinated, consistent presence for the Santa Cruz Mountains wine region in a way that no single winery could achieve alone,” said Keikilani McKay, Executive Director for the Santa Cruz Mountains Winegrowers Association. “In short, every winery benefits from a stronger regional brand and collective marketing that attracts more visitors and consumers to Santa Cruz Mountains wines. It is also important to note that the assessment fee revenue model represents a stable source of funding in this economy and is meant to offer a lifeline amid rising operating costs, declining sales, and tariff concerns.”
The Santa Cruz Mountains Winegrowers Association (SCMWA) is the administrator of this inclusive program, with funds collected through an assessment fee. This fee supports dedicated efforts for regional marketing, tourism, and economic development strategies that elevate the entire Santa Cruz Mountains wine brand identity. The Santa Cruz Mountains Heritage District is intentionally designed to benefit all wineries within its boundaries, whether they are a current or previous association member. The Heritage District is on track to start implementing the assessment on January 1, 2026.
“We have been one of the best-kept secrets of the wine world throughout our 175-year history of winemaking and grape growing,” said Jim Cargill, Winemaker and COO of House Family Vineyards. “Now is the time in our evolution that we have chosen to strengthen our voice with resolve to let the world know the Santa Cruz Mountains AVA makes world-class wine.”
Additional Facts:
- The assessment fee applies only to wine sales transactions occurring within the state of California (including wine club shipments) and does not apply to out-of-state transactions.
- The Santa Cruz Mountains Wine Improvement District is the fifth such district in the state.
About the Santa Cruz Mountains AVA
Overlooking the renowned Silicon Valley, the Santa Cruz Mountains is a winegrowing region where high tech gives way to high altitude. Where the mountains and Pacific Coast converge, more than 70 wineries and nearly 300 small growers produce wines shaped by the elevation and the ocean’s cooling influence. It’s a place where soaring cliffs drop into the sea, steep mountain vineyards overlook idyllic small towns, and tradition meets innovation. Shaped by its unique terrain and a maverick mindset, the Santa Cruz Mountains is a wine region for independent spirits with a taste for the extraordinary. For more information, contact the Wines of the Santa Cruz Mountains at (831) 685-8463, contact@scmwa.com, winesofthesantacruzmountain.com, on Instagram, Facebook, or TikTok.
