With the U.S. wine industry under pressure from declining sales, shifting consumer trends, and economic headwinds, Sonoma County’s vintners and grape growers are coming together in an unprecedented way to confront these challenges – and chart a positive path forward for the local industry. A steering committee of regional leaders has been formed to explore establishing the Sonoma County Wine Improvement District (WID) to provide stable, strategic funding for the long-term strength and sustainability of Sonoma County’s wine and agricultural economy. 

The stakes are high. The marketplace is changing rapidly and maintaining the status quo is not an option. The wine industry is facing challenges like never before which must be addressed to reverse the decline and grow the overall wine category.  This effort is significant and grounded in a fundamental truth: grape growers and vintners are inextricably connected, and the success of one depends on the strength of the other.  

WIDs were established under California’s Property and Business Improvement District Law in 1994 to support the growth and success of winery businesses located in a specific location through marketing and promoting the region as a premier wine destination to drive visitation to the district and its tasting rooms.  WIDs provide a dedicated funding mechanism to pool funds to establish an innovative and impactful marketing effort that can protect and enhance the region’s agricultural legacy for generations to come.

The exploration is a joint effort by the Sonoma County Winegrowers and the Sonoma County Vintners as well as other key industry stakeholders aligned in their desire to eliminate duplication, leverage strengths, and ensure that every dollar invested supports the Sonoma wine industry which fuels the local economy. The steering committee leading this effort includes respected grape growers, vintners, local AVAs and hospitality leaders from across the county who are guiding the process with industry input and community collaboration.

“For nearly 20 years, Sonoma County’s grape growers have voted to voluntarily assess their grapes to invest in marketing, education, and sustainability through the Sonoma County Winegrowers,” said Steve Sangiacomo, Co-Chair of the Steering Committee, a third-generation winegrower and partner at Sangiacomo Family Vineyards, and Executive Committee member of Sonoma County Winegrowers.  He added, “A Wine Improvement District gives our vintner partners an opportunity to complement that long-standing commitment by establishing a sustainable funding model that unites both sides of the wine business. Together, we can secure the future of Sonoma County wine and ag.”

Unlike wine regions abroad, where expansive government subsidies help fund marketing and infrastructure, American vintners and grape growers are largely left to compete on their own – relying on limited business resources and the hope of sponsorships to stay visible in an increasingly crowded global marketplace. There is no safety net. Wine Improvement Districts represent one of the few reliable, scalable ways to create stable funding and drive coordinated action.

WIDs are growing in popularity, and several California regions have already implemented this model, including Temecula Valley, Santa Barbara, Livermore Valley and Amador County.  In addition, other wine regions across California and the U.S. are in the process of creating or exploring the creation of WIDs for their regions.

For Sonoma County, exploring the establishment of a WID is not just an opportunity – it’s a critical response to a defining moment. The region’s wine leadership is doing what it has always done best: coming together, innovating from within, and fighting for its future.

“The challenges we face are complex and demand bold, coordinated action,” said Prema Kerollis, Co-Chair of the Steering Committee, Sonoma County Vintners Board Chair, and co-founder and general manager of Three Sticks Wines.  She added, “Exploring the formation of the Sonoma County Wine Improvement District is about taking action to secure the future we want – one where Sonoma County remains a global leader in wine, sustainability, and innovation and our incredible community of vintners and growers can unify and support each other to succeed.”

As the steering committee continues its work, it will engage deeply with industry members and stakeholders to garner support for the formation of the proposed Wine Improvement District. Sonoma County has always led with innovation and integrity – and this effort signals once again that it is prepared to lead not just locally, but nationally, in defining the next chapter of California wine. For more information about the Sonoma County Wine Improvement District and how to get involved, visit Wine Improvement District – Sonoma County Winegrowers.