At Alexander Valley Winegrowers, community is everything. From educational programs and grower advocacy to signature events like TASTE Alexander Valley and Wine Week, none of it happens in a vacuum. It happens because of partnership. It happens because businesses across Sonoma County believe in the strength, stewardship, and future of Alexander Valley. Today, we want to publicly and wholeheartedly thank our 2026 Annual Sponsors. Strong Partnerships Build a Stronger Alexander Valley When people think about wine country, they often picture vineyards and tasting rooms. What they don’t always see is the network behind the scenes — the agricultural lenders, insurance partners, hospitality leaders, local chambers, and community businesses that help power our region. Because of these partnerships, AVW is able to: Host valley-wide events that drive tourism and economic vitality Provide marketing and promotional support to our winery members Support educational programming for

On February 20, 2026, in a victory for American beer, wine, and spirits importers, the Supreme Court in Learning Resources, Inc. v. Trump, 607 US ____, Slip Op., February 20, 2026 (“Learning Resources”) struck down President Trump’s imposition of tariffs under the International Emergency Economic Powers Act (“IEEPA”). The Trump administration had used IEEPA to justify certain tariffs imposed on imported goods from various countries in 2025, including beer, wine and spirits. Despite the decision in the importers’ favor, no one is popping the Champagne quite yet. First, while the Court’s opinion invalidated the Trump administration’s IEEPA tariffs, it has no effect on the administrations’ ability to rely on other statutes to impose tariffs. Second, on the same day that the Supreme Court issued its decision, the President issued a proclamation imposing a 10% worldwide tariff under a different federal law (discussed in more detail belo

It is time to dust off the employee handbook, review your policies and procedures, and make sure they comply with all the new laws, regulations, and interpretations that went into effect during 2025, became effective in late 2025, or January 1, 2026. Below, we have identified our “top 10” changes.  Please keep in mind there were hundreds of laws, regulations, and changes implemented at the local, state, and federal levels throughout 2025. This summary highlights selected changes most likely to impact California employers and is not intended to be exhaustive. So, if you need a handbook/policy review or have any questions, please call us! 1 – Minimum Wage Update: Updates happen every year.  It’s best to put a calendar reminder in November, to make sure your payroll is ready! Action: Review your payroll to ensure all employees are being paid the new minimum wage, send written notice of the wage change to affected hourly employees, and be sure your salari

Make sure your staff knows their college and trade school-bound students are eligible to apply for the Juan Nevarez Memorial Scholarship. This community-funded program helps college students achieve their dreams. Applicant or applicant’s parent/guardian must be employed or contracted by the California vineyard and winery industry. Easily share how to apply by posting the flyer and including the paycheck inserts (English and Spanish) next payroll.  Applications are accepted from February 2 through March 31. Meet Juan The program is named in honor of Juan Nevarez, a beloved member of the Central Coast winegrape industry, whose kindness, expertise, and passion shaped many local vineyards. Nevarez spent a lifetime working every job he could gathering knowledge that eventually enabled him to start his own vineyard management company, Nevarez Farm Labor, and own his own eighty-acre vineyard. Although Juan struggled to read and write himself, he dreamed of higher ed

The New Year has often been seen as a marketing reset. New goals, new mindsets, new opportunities. However, by the time Q1 arrives, many brands still rely on superficial “New Year, New You” messages that no longer match how consumers actually behave in January, February, and March. In 2026, the opportunity isn’t to shout louder about resolutions—it’s to align your brand with how people are realistically thinking, spending, and socializing in the first quarter. According to multiple consumer studies, roughly 80% of New Year’s resolutions fade by mid-February, yet spending habits, social rituals, and emotional priorities continue well beyond January. That gap is where smart marketing lives. For wine brands, Q1 isn’t about reinventing but staying relevant. The most effective early-year messaging connects with consumers by addressing their desire for connection, value, simplicity, and meaningful experiences that don’t feel indulgent or e

Are you or your parent/guardian employed or contracted by the California vineyard and winery industry? Mark your calendar: Juan Nevarez Memorial Scholarship applications are open from February 2 through March 31, 2026. Scholarships are awarded based on financial need, academic excellence, and community, work and/or caregiver responsibilities. Multi-year scholarship awards range from $1,000 to $6,000 per student per year. The number of scholarships awarded is based on fund availability. 2 Ways to Share this Opportunity: Both are available in English and Spanish! 8.5x11’ flyer  Paycheck inserts: Spanish  |  English Learn more about how to apply. In partnership with Must! Charities.

Growing up in the small town of Shandon, CA, Alberto was told that success might be out of reach. But working side by side with his father in the vineyards, he learned that dreams are worth fighting for. After graduating high school with honors, Alberto earned a welding certificate at Cuesta College and continued his education at Fresno State University with the help of the Juan Nevarez Memorial Scholarship. There, he discovered a passion for viticulture, excelled in his field, and built a strong professional network that helped shape his career. Now a college graduate and pursuing a master’s degree, Alberto is reaching another milestone: presenting his thesis at the 2025 Sustainable Ag Expo! Don't Miss Alberto’s Presentation: Sulfur Application Frequency Effects on Yield and Anthocyanins in Central Coast Cabernet Sauvignon Discover how different frequencies of dusting, flowable and wettable sulfur applications influence yield and anthocyanin development in bilateral

In this WIN Insiders episode, George interviews Beth Vukmanic, Executive Director of Vineyard Team and manager of the SIP Certified sustainable vineyard and winery certification programs. Beth shares her fascinating journey from professional harpist (and being born in a Volkswagen Rabbit!) to leading one of California’s most important sustainability initiatives. She explains how Vineyard Team, founded in 1994 by progressive growers, promotes sustainable farming through education, collaboration, and the SIP Certified program that emphasizes accountability in social equity, soil health, water efficiency, and habitat preservation. Beth discusses the program’s evolution from a 1996 self-assessment checklist to a comprehensive certification now spanning California, Michigan, and Oregon, plus its growing market value as consumers demand sustainably produced wines. She also shares her passion for fitness through her “Beth Size” brand and highlights the One of Ours Me

From the desk of Michelle van der Lugt: GIFTERS are such a valuable part of holiday-season sales, as we saw in last week’s post. Corporate gifters? Even more so! Enolytics does the heavy lifting for you of identifying gifters in your own database, saving you hours (days) of time. Then we filter through the email domains of the list of gifters. A gmail address? Our algorithm knows that is likely a personal address. An @deloitte.com or @amazon.com email? More likely, that’s a corporate address, so we flag those for you specifically. Then it gets even more interesting. We also filter for industry, such as finance, legal, education, and more, and we assign each industry a score. Financial services email addresses, for example, score higher than emails of non-profits. So you’ll know where your biggest opportunities lie, and can prioritize outreach and messaging. And here’s the bonus: corporate gifters don’t just buy in December. They gift year-round wheneve

Your Customers Check Texts Faster Than Emails, So Why Are You Still Only Relying on Inboxes? The typical American checks their phone 96 times a day, that's once every 10 minutes. While your carefully crafted email campaign sits unopened among dozens of others, text messages get read within minutes. The numbers don't lie: SMS messages have a 98% open rate compared to email's paltry 20-30%. Even more telling, 90% of text messages are read within the first three minutes of delivery. For wineries competing for attention in crowded digital spaces, this isn't just a nice-to-have channel, it's the most direct line to your customer's attention. Why SMS Works Specifically for Wine Brands Wine isn't software or fashion, it's experiential, emotional, and often enjoyed in specific moments. This unique position makes SMS particularly effective for wineries in ways other industries can't match. First, wine consumers are increasingly mobile-first. When planning wee