August 6, 2026 (Sacramento, CA) — Today marks the official start of the second annual Family Winemakers Month, prompting independent, family-owned wineries across California to launch a coordinated digital movement. Organized by Family Winemakers of California (FWC), the month-long digital and social media campaign aims to cut through the digital noise by bringing the authentic and real stories of wine country straight to consumers’ feeds.
“Behind every bottle is a family and a story, and this month, we are giving those stories the spotlight they deserve,” said FWC Board President GinaLisa Tamayo. “We are calling on wine lovers to intentionally seek out family-owned producers. Every post, share, and purchase makes a tangible difference for these multi-generational small businesses.”
With wineries currently facing shifting consumer trends and rising production costs, the campaign is designed to give brands a competitive edge through genuine, unfiltered storytelling. Throughout August, vintners from every corner of the state are taking to social media to share behind-the-scenes content, heritage stories, and direct invitations to their tasting rooms.
“Our family has been farming and making wine in El Dorado County for generations,” said Paul Bush of Madroña Vineyards. “When consumers choose family-owned wineries, they’re helping preserve California agriculture and the communities that depend on it.”
Beyond the economic impact, the digital push focuses on the unique, personal connection that small-scale producers offer to a new generation of conscious consumers.
“Family wineries create experiences that connect people to place, agriculture, and the families behind the wine,” said Ali Smith Story, co-owner of Smith Story Wine Cellars in Healdsburg. “We’re proud to celebrate the independent wineries that make California wine so special.”
How Wineries and Consumers are Participating this Month
Vintners and consumers alike are sharing photos, videos, and reels documenting the real people behind the labels using #FamilyWinemakers Month #FamilyWinemakers #CAwine
Consumers are using social feeds to discover hidden-gem tasting rooms, explore lesser-known wine regions, and learn how to buy directly from wineries.
Wine enthusiasts are actively championing small businesses by purchasing direct, gifting family-produced wines, and requesting family-owned California wines at local retailers.
To follow along with the campaign, find Family Winemakers of California on social media or visit familywinemakers.us to download the digital toolkits.
About Family Winemakers of California
Founded in 1990, Family Winemakers of California is a statewide trade association representing family-owned and independent wineries throughout California. Through advocacy, education, and industry leadership, FWC works to protect and strengthen the future of California’s independent wine community. Learn more and discover participating wineries at FamilyWinemakers.us.
