Skip to content

Record Trade Partner Support for California Wine Month

Thirty-Plus Hospitality, Agricultural and Retail Partners Joined Annual September Promotion

KMAX-TV’s Good Day Sacramento program featured California wines paired with appetizers made with local ingredients as demonstrated by representatives from CA GROWN and Raley’s, two of the trade partners for California Wine Month. Photo courtesy Good Day Sacramento.


SAN FRANCISCO —The 2020 California Wine Month (CWM) campaign, which celebrates the state’s annual harvest every September, achieved record trade partner collaboration to boost awareness and appreciation for the state’s wine industry. The 16th annual CWM celebration highlighted virtual tastings, tours and cooking demonstrations because of the pandemic and saw unprecedented support through partnerships and collaborations with more than 30 hotels, restaurants, associations and retailers.

“Promotional support from our trade partners has been fantastic and has come at a critical time,” said Wine Institute Vice President of Communications Nancy Light. “The synergy of our industries working together has helped consumers keep California wines top of mind and inspire numerous ways to enjoy our wines.”

Following are highlights of this year’s CWM partner promotions:

California Restaurant Association 

The association spread the word to its members about ways to take part in CWM, asking participants to tag #CaliforniaWineMonth and #CaliforniaWines in social media posts. CRA also hosted a spotlight advertorial, an ad in its weekly newsletter, several B2B social media posts, and promoted CWM winery events on its consumer website,

Charlie Palmer Collective

Celebrity chef Charlie Palmer served as the official chef spokesperson for CWM, elevating broadcast efforts with his commitment to supporting California’s wine and hospitality industries. Palmer helped bring harvest into consumers’ homes through themed cooking demonstrations with wine pairings and encouraged viewers to buy California wines and support winery events throughout the month.

VONs, Albertsons and Pavilions

Phil Markert, the director of liquor for VON’s, Albertsons and Pavilions, has been a strategic partner for CWM since the program’s inception. This year, the company’s CWM support featured more California wines than ever before. Throughout the month of September, wines were promoted in Southern California stores and via advertisements.

Visit California

Visit California inspires travelers to explore the state’s agricultural offerings throughout the year—and especially during CWM. By sharing stories with followers and media about the legacy and passion of California winemakers, the organization continues to present a myriad of ways to toast the 2020 harvest and vintage—from visiting the state’s diverse wine regions to virtual tasting events to selecting California wines to enjoy at home.

Culinary Institute of America @COPIA

The CIA at Copia celebrated CWM by teaming up with California Cheese and the Milk Advisory Board of California. Together, they offered artisanal wine and cheese pairings throughout the month.


Raley’s, along with Nob Hill Foods and Bel Air Markets, celebrated CWM with a theme of “California Happy Hour at Home.” All stores featured specials on California wines, and partnered with CA GROWN, the California Avocado Commission, The California Table Grape Commission, The California Fig Board, The California Pear Advisory Board, and the California Milk Advisory Board to feature weekly California-grown products each paired with California wines. Broadcast featured these foods and the state’s wines with easy-to-prepare appetizers.

California Wine Month Partners

Wine Institute would like to thank all of this year’s partners for their support, including:

Albertsons, Archer Hotel Napa, California Avocados, California Figs, California Restaurant Association, California Table Grapes, CellarPass, Charlie Palmer Steak, Compline, The Culinary Institute at COPIA, Dry Creek Kitchen, Epic Steak, Ferry Plaza Wine Merchant, GuildSomm, Ironwood, Lawry’s Prime Rib, Oakville Grocery, Olea, Pavilions, Raley’s, Real California Milk, Restaurants Care, Safeway, San Francisco Wine School, Sapphire, Sky & Vine Rooftop Bar, SOMM Select, Vegan Vines, Vine Restaurant & Bar, Visit California, Visit Napa Valley, Vons, Women for WineSense and Women of the Vine & Spirits.

About Wine Institute
Established in 1934, Wine Institute is the association of 1,000 California wineries and wine-related businesses that initiate and advocate state, federal and international public policy to enhance the environment for the responsible production, consumption and enjoyment of wine.