October 17, 2024 – SANTA ROSA, Calif. – Russian River Valley Winegrowers (RRVW) announced today that the association has been awarded a Value-Added Producer Grant (VAPG) from the United States Department of Agriculture (USDA) totaling $250,000 for outbound marketing efforts from 2025 through 2027. This is the first grant award from the USDA that Russian River Valley Winegrowers has received in its 30-year history as an association. As part of the marketing and budget plan submitted by RRVW, the efforts will be centered around three major cities in the U.S.: Dallas, Washington D.C. and Atlanta.
Jesslyn Jackson, Executive Director of Russian River Valley Winegrowers, alongside the RRVW Board of Directors, began the grant application process in October of 2023 and spearheaded the initiative as a way to fund national programming the organization had hoped to pursue for a number of years. “The funding provided by this grant award will help educate consumers and trade on our region’s world-renowned Pinot Noir, Chardonnay, and other varieties. It will further our pursuit to make Russian River Valley top-of-mind when individuals make choices about their wine purchases,” said Jackson. “On behalf of the board of directors, membership and myself, we thank the USDA for this grant funding. These initiatives offer a new degree of value to our 120 grower and winery members by creating programming that helps to simultaneously promote the appellation and individual wine businesses.”
Marketing programs in each city will include educational events targeted at consumers as well as the local wine trade. Strategic partnerships include an in-market dinner series for consumers hosted by Secret Supper, an experiential food and wine team, who will create unique experiences for over 60 consumers and key media in each of the cities. Secret Supper partnered with RRVW last August to host the 10th anniversary of the Russian River Valley Paulée Dinner. This partnership builds on the momentum and success of the Paulée Dinner, which sold out quickly and brought new consumers to the region.
Trade-focused events will bring the Russian River Valley’s wineries and vineyards directly to influential wine buyers in each city through a partnership with Pinot Forum. Pinot Forum is in its 20th year of hosting over 60 trade representatives from across the nation in Russian River Valley for a three-day immersive educational tour. The annual program has vineyard and winery tours and master classes, giving guests an insider’s perspective to the winegrowing and production of Pinot Noir in Russian River Valley. This program will bring Pinot Forum “on the road” with events in each city that educate local sommeliers and wine buyers about the wines, land and history of the AVA.
Additionally, the grant marketing plan includes funding to enhance the current RRVW website and develop a new, more technical Russian River Valley AVA map for membership to utilize in marketing efforts.
To celebrate the news of this award, RRVW invites all current members and sponsors to attend the RRVW Annual Meeting and Harvest BBQ on Thursday, October 24 from 4:00pm-7:00pm at Balletto Vineyards. This is a great opportunity to learn more about the association’s plans for 2025. Wineries, growers and community businesses that are not currently members of RRVW but may be interested in engaging in plans for next year and beyond, are encouraged to attend the event. Tickets are complimentary for members and $40 per person for non-members. Tickets costs will be credited back for those who choose to become a member in 2025. For more details about the Russian River Valley Annual Meeting & Harvest BBQ, or to purchase tickets, please click here.
RRVW would like to thank its supporters of the Annual Meeting & Harvest BBQ: American AgCredit (presenting sponsor of the BBQ), Casa Cristal (presenting sponsor of the Annual Meeting), Exchange Bank, Silicon Valley Bank, and Wonderful Nurseries.
About Russian River Valley Winegrowers
The Russian River Valley Winegrowers (RRVW) is a community of farmers and winemakers promoting the exceptional grapes and world-renowned wines reflective of the diversity within the Russian River Valley AVA. We are multi-generational stewards of our land and natural resources, continuously innovating sustainable practices for the future in our premier region known for its distinctive Pinot Noir, Chardonnay, and other grape varieties. Russian River Valley celebrated its 40th year as an official AVA in 2023. https://russianrivervalley.org
