Designed to meet evolving consumer behavior, the campaign connects wine with food, travel, and digital discovery to drive engagement with Millennial and Gen Z audiences.
April 30, 2026 (Paso Robles, CA) — At a time when the wine industry is being reshaped by a new generation of consumers, Paso Robles Wine Month launches nationally on May 1 with a first-of-its-kind campaign designed to meet them where they are. Bringing the wines of Paso Robles Wine Country to consumers coast to coast, the integrated retail, hospitality, and destination initiative is backed by some of the nation’s leading grocery chains and independent retailers, driving discovery, engagement, and sales while introducing a new audience to the region.
The month-long campaign was developed to engage the next generation of wine consumers and reflects a broader shift in how wine is discovered, experienced, and purchased. Research from the Wine Market Council and the Wine Institute underscores the relevance of this approach. Bringing Paso Robles Wine Country to thousands of retail shelves and on-premise accounts across the country, the initiative represents one of the most coordinated national efforts by a U.S. wine region to reach the next generation of consumers.
Retail participation spans thousands of locations nationwide. Participating retailers include ABC Fine Wine & Spirits, Albertsons, BevMo!, Bristol Farms, Gary’s Wine & Marketplace, Gelson’s, Harris Teeter, Lazy Acres, Lucky, Liquor Barn, New Leaf Community Markets, Pavilions, Raley’s, Ralphs, Safeway, Save Mart, Sprouts, Stater Bros. Markets, The Fresh Market, Vons, Wegmans and Whole Foods Market, among others.
“The level of support from our retail partners in this inaugural year has been both extraordinary and deeply meaningful,” said Linda Sanpei, executive director of the Paso Robles CAB Collective and architect of the campaign. “These partners recognize the quality, diversity, and authenticity that define Paso Robles wines. Their commitment to showcasing our region in markets across the country speaks to the strength of what this community has built together. We are grateful for their partnership in helping introduce Paso Robles to the next generation of wine consumers.”
In-store activation will be anchored by custom retail displays developed by Bay Cities Packaging, the program’s official retail display partner. Designed to enhance navigation within the wine aisle and build shopper confidence, the displays integrate QR-enabled content linking to food pairings, educational resources, and digital experiences, including the Tastry AI-powered taste discovery platform and the campaign’s national sweepstakes for a chance to win one of three one-of-a-kind getaways to Paso Robles Wine Country. The program is structured to support the retailers through increased basket size with the integrated food-and-wine merchandising.
The initiative extends beyond retail into on-premise activations. Restaurants, wine bars, and hospitality venues across California and nationwide will feature Paso Robles wines through winemaker dinners, curated flights, and tastings. Chef and winemaker-driven recipes will highlight food and wine pairings, supported by QR-enabled access to the pairing, and Tastry’s AI-powered platform, which helps consumers identify wines aligned with their individual taste preferences. In partnership with Cal Poly University’s EIM Department, social media content is being curated by the next generation of consumers.
Key consumer events will further elevate the campaign. Paso Robles Wine Month will serve as the official wine sponsor of the Shabang Wine & Art Festival, May 2–3, kicking off the month-long celebration with a strong Gen Z and Millennial audience. Paso Wine Fest, scheduled for May 15–17, will anchor the regional programming, with more than 200 wineries hosting tastings, events, and immersive experiences throughout the month, both on property and in key markets.
Paso Robles Wine Month will be formally recognized through an official proclamation by the City of Paso Robles in May, underscoring the region’s unified commitment to the initiative. “Paso Robles is a community that rallies around what it believes in,” said Joel Peterson, CEO of the Paso Robles Wine Country Alliance. “This proclamation reflects our collective pride in what Paso Robles Wine Country represents not only locally, but on a national stage.”
“Paso Robles Wine Month represents a powerful opportunity to connect national audiences to the depth and diversity of our wine region and hospitality offerings,” said Stacie Jacob, president and CEO of Travel Paso. “By meeting consumers where they shop and engaging them through immersive, experience-driven touchpoints, this initiative not only builds awareness, but also inspires travel to, and a deeper connection with, Paso Robles Wine Country.”
More information is available at PasoRoblesWineMonth.com, on Instagram and TikTok at @PasoRoblesWineMonth, or by contacting media@parkersanpei.com.
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.
About the Paso Robles CAB Collective
The Paso Robles CAB Collective (PRCC) is dedicated to advancing the reputation of Paso Robles Cabernet Sauvignon and Bordeaux varietal wines through education, collaboration and strategic marketing initiatives. The organization provides a platform for its members to share knowledge, align on quality and consistency, and strengthen the global presence of Paso Robles CAB wines. PRCC’s efforts also support regional tourism, helping position Paso Robles as a world-class wine destination. For more information, visit PasoRoblesCAB.com.
About Paso Robles Wine Country Alliance
The Paso Robles Wine Country Alliance is the official trade and marketing organization that represents wineries, growers, and businesses in the Paso Robles American Viticultural Area. Centrally located between San Francisco and Los Angeles, along California’s Central Coast, Paso Robles Wine Country encompasses more than 40,000 vineyard acres and 200 wineries. For more information, visit pasowine.com.
About Travel Paso
Travel Paso is the official destination marketing organization (DMO) for Paso Robles, CA. Travel Paso leads the tourism community in the Paso Robles region through marketing, branding, and selling Paso Robles to our visitors; advocating for our tourism ecosystem; and sharing critical industry data. Leading the destination in both marketing and management, Travel Paso promotes the community as an attractive travel destination and enhances its public image as a dynamic place to live and work. Through the impact of travel, the organization strengthens the economic position of tourism, supports business opportunities, and enhances residents’ quality of life.
Escape to the majestic rolling hills and celebrated wineries of Paso Robles. Located midway between Los Angeles and San Francisco and bordered by coastal Highway 1 and the 101, Paso Robles is California wine country with beach access and Michelin stars. A community of cowboys and innovators, it’s where world-class food, wine, and art meet small-town charm. #TravelPaso TravelPaso.com| IG:@TravelPaso
