A national, retail-driven initiative blending data, food and technology to drive trial and sales across channels, and visitation to the region.
January 22, 2026 (Paso Robles, CA) — Launching in May 2026, Paso Robles Wine Month (PRWM) is a new, national initiative celebrating the vibrant wines, bold spirit and inviting culture of Paso Robles Wine Country. Led by the Paso Robles CAB Collective (PRCC), in partnership with Paso Robles Wine Country Alliance (PRWCA), and Travel Paso, and collaboration with Bay Cities Packaging, and Tastry, the program brings together wineries, grocery chains and independent retailers, restaurant partners, and chefs for a dynamic campaign will drive awareness, trail and sales across channels, while supporting tourism to the region. At a time when the wine industry is facing headwinds nationally and internationally, the Paso Robles AVA is pressing forward into the future. The Paso Robles Wine Month promotion is inclusive of all regional wineries.
According to Nielsen data comparing 2025 to 2023 (52 weeks ending Dec. 27, 2025), Paso Robles premium Cabernet Sauvignon, which makes up more than 50% of the AVA’s planted acreage, reflects a 3% increase in sales. And, in recent Circana data, three of the top six Cabernets at every price tier are Paso Robles appellated wines and members of the PRCC.
Curated with Millennials and Gen Z in mind, while welcoming wine enthusiasts of all generations, Paso Robles Wine Month reflects how younger audiences are redefining wine culture. These consumers favor inclusive, casual occasions over formality, value authenticity and sustainability, and increasingly explore and share wine through food, storytelling and social media. As part of this effort, students from California Polytechnic State University, San Luis Obispo’s Experience Industry Management Department are developing a social media campaign to introduce their peers to wine @pasorobleswinemonth.
“Paso Robles Wine Month is about meeting today’s wine consumers where they are,” said Vice President of Marketing at J. Lohr Vineyards & Wines and PRCC Marketing Committee Chairperson, Rhonda Motil.
“The initiative celebrates the quality and diversity of our region in a way that is approachable, food-driven, and authentic with today’s modern consumer. This omni-channel program gives wineries, retailers, and restaurants a robust platform to creatively connect with new audiences. The market’s receptiveness for the program, as well as the inspiring collaboration from our PRCC membership and partner, is an early indication that the initiative will continue to solidify Paso Robles’ position as a premium wine region.”
To meet evolving buyer expectations, initiatives will highlight chef-driven, globally inspired recipes that pair seamlessly with the region’s wines. Celebrated chefs will collaborate to create signature recipes highlighting multicultural cuisines and fresh, seasonal ingredients readily available in participating stores. QR codes will provide easy access to recipes, ingredients and pairing guidance, enhancing in-store discovery.
The program also integrates advanced technology through an alliance with Tastry, an AI-powered taste science platform that helps shoppers discover wines tailored to their individual preferences before opening the bottle. Shoppers can take a quick quiz in-store or online, receiving personalized wine recommendations, recipes and shopping lists.
Custom retail displays created by Bay Cities Packaging, will anchor the in-store experience, supported by POS materials and QR-enabled digital content. The campaign elements will be on display at the Unified Wine & Grape Symposium, January 27-29, in Sacramento, CA.
Senior Sales Executive, Winston Hewett, Bay Cities Packaging, commented, “Paso Wine Month is about meeting shoppers where they discover wine. Bay Cities’ custom retail displays put Paso Robles wines front and center, supported by QR-driven digital experiences and social-ready content. By aligning with top grocery banners and independent shops, we help retailers activate shoppers through simple, engaging wine education, making wine more approachable for everyday consumers, while growing basket size through a ‘treasure hunt’ experience with curated recipe wine pairings.”
The program will be amplified through integrated marketing, e-commerce, in-store tastings, and a national sweepstakes offering buyers the chance to visit Paso Robles Wine Country. The campaign will also extend to on-premise locations nationwide, with restaurants featuring Paso Robles wines through special menus, promotional dinners, and events.
“Paso Robles Wine Month is a strategic investment in the future of our region,” said Executive Director of the Paso Robles CAB Collective, Linda Sanpei. “It brings together our wineries, retail and restaurant partners around a shared goal of introducing Paso Robles wines to the next generation in ways that feel relevant, accessible and rooted in how consumers first come to enjoy wine today.”
“Paso Robles Wine Month is a strategic investment in the future of our region, and is inclusive of all wineries and varietals,” said Executive Director of the Paso Robles CAB Collective, Linda Sanpei. “It brings our winery and trade partners together to introduce Paso Robles wines to the next generation in relevant, accessible ways.”
Throughout Paso Robles wine country, wineries, restaurants and hotels will be creating special experiences for celebrations around the acclaimed Paso Wine Fest, held May 15–17, 2026.
About Paso Robles Wine Month
Paso Robles Wine Month, launching nationally in May 2026, is designed to increase awareness of the Paso Robles wine region through consumer discovery, engagement and sales across channels. Led by the Paso Robles CAB Collective in collaboration with the Paso Robles Wine Country Alliance and Travel Paso, the program targets millennials and Gen Z while continuing to engage core wine enthusiasts. Paso Robles Wine Month connects wineries with retailers and restaurateurs through coordinated promotions, in-store and on-premise activations, chef collaborations and digital engagement. Program elements include custom retail displays by Bay Cities Packaging, AI-powered taste analysis through Tastry, QR-enabled content and sweepstakes, and integrated marketing support aimed at driving trial of Paso Robles wines. Regionally, the acclaimed Paso Wine Fest, held May 15–17, 2026, showcases the region’s food, wine and culture, whilst the region’s 200+ wineries host special events throughout the celebration. More information is available at PasoRoblesWineMonth.com, and on Instagram and TikTok at @PasoRoblesWineMonth.
