Two competitive state grants will fuel new marketing efforts, agricultural innovation and opportunities for Sonoma County winegrowers and wineries
October 29, 2026 (Santa Rosa, CA) — At a time when California’s wine industry is facing significant marketplace challenges, Sonoma County is investing in what comes next.
Sonoma County Winegrowers (SCW) and the Sonoma County Grape Growers Foundation (also known as Sonoma County Fundación de la Voz de los Viñedos) have been awarded two Specialty Crop Block Grants totaling more than $890,000 from the California Department of Food and Agriculture (CDFA). The funding will support two important priorities for the region: bringing Sonoma County wines to more consumers and accelerating agricultural innovation to help farmers prepare for the future.
The awards are part of a highly competitive statewide grant program in which CDFA awarded $28.9 million to 60 projects across California.
“This is exactly the kind of investment our wine community needs right now,” said Karissa Kruse, CEO of Sonoma County Winegrowers and executive director of the Sonoma County Grape Growers Foundation. “We know the challenges facing our industry, and we are focused on moving forward. That means finding new ways to connect consumers with Sonoma County wines while giving our farmers access to the innovation, technology and resources they need to succeed. These grants allow us to do both.”
The two grants will advance complementary initiatives:
Growing the Market for Sonoma County Wine
Sonoma County Winegrowers will expand its marketing efforts to introduce Sonoma County wines to new audiences, build consumer awareness and inspire more people to discover the wines, people and places that make the region special. The initiative is designed to help strengthen demand for Sonoma County wine while encouraging visitation and supporting the broader local wine economy.
Advancing the Farm of the Future
The Sonoma County Grape Growers Foundation will build on Sonoma County’s growing reputation as a living laboratory for agricultural innovation. Through its Farm of the Future initiative, the Foundation will expand opportunities for winegrowers and vineyard employees to learn about and access emerging technologies, practical farming solutions and educational resources that can help shape the future of agriculture.
The funding also arrives at a pivotal moment for Sonoma County’s wine industry. With Sonoma County Vintners’ winery membership and marketing programs joining Sonoma County Winegrowers, the region has introduced its new Sonoma County Wine membership program for 2027. This unified approach brings growers and wineries together under one organization, strengthening the region’s ability to speak with one voice, reach new consumers and create opportunities for the entire Sonoma County wine community.
“Sonoma County has always been a place where farmers, winemakers and innovators come together to make things happen,” added Kruse. “Today, we have an opportunity to build on that spirit in an even bigger way. We are bringing our wine community together, turning new ideas into action and putting resources behind the work that matters most. Our future depends on strong growers, successful wineries and consumers who continue to discover and choose Sonoma County wine. And we’re not waiting for the future to happen. We’re helping shape it.”
About Sonoma County Winegrowers
Sonoma County Winegrowers (SCW) is a marketing and educational organization committed to promoting and protecting Sonoma County as one of the world’s premier winegrowing regions. With more than 1,800 grape growers across 19 distinct American Viticultural Areas (AVAs), Sonoma County is recognized globally for its commitment to quality, sustainability, and innovation.
In 2014, Sonoma County Winegrowers led the charge for all local vineyards to become certified sustainable, resulting in 99% of the region’s vineyard acreage being certified by a third-party auditor—making Sonoma County the most sustainable winegrowing region in the world.
SCW continues to lead through its Farm of the Future initiative, establishing Sonoma County as a “living lab” for innovation and regenerative agriculture. This first-of-its-kind platform brings together global collaborators such as Ford Pro, John Deere, Wilbur-Ellis, and Agrology to accelerate climate-smart farming solutions.
Beyond the vineyard, SCW supports the people who power the wine industry through its 501(c)(3) foundation, which invests in vineyard employees and their families. This includes a pioneering Leadership Academy designed to elevate the next generation of agricultural leaders.
SCW’s dynamic marketing efforts extend nationwide through partnerships with brands and organizations including Landry’s, Lettuce Entertain You, the San Francisco Giants, Coachella Valley Firebirds, and Food & Wine magazine—sharing the story of Sonoma County’s heritage, innovation, and excellence with new audiences across the country.
