Exhibiting at Thaifex - Anuga Asia 2025

Wine Institute, headquartered in San Francisco, California, is the public policy advocacy and promotional association representing over 1,000 California wineries and affiliated businesses. Established in 1934 following the repeal of Prohibition, the Wine Institute plays a pivotal role in championing the global reputation, legislative interests, and sustainable future of California’s world-renowned wine industry.

Core Business Activities

The Wine Institute operates across four key domains:

• Public Policy and Advocacy: Advocating for favorable wine laws, tax regulations, and environmental legislation at both state and federal levels.
• International Trade Promotion: Operating the California Wine Export Program across 30+ global markets, supporting export growth for member wineries.
• Education and Compliance: Publishing guides and resources for regulatory compliance, licensing, and responsible alcohol practices.
• Sustainability Leadership: Promoting best practices through the California Sustainable Winegrowing Alliance (CSWA), a program co-founded by the Institute.

Services and Programs

• State and Federal Policy Advocacy: Representation before the California Legislature, U.S. Congress, and international trade entities.
• California Wine Export Program: Offers branding, media campaigns, tasting events, and trade missions in markets like Canada, China, the UK, Japan, and ASEAN.
• Discover California Wines Campaign: Global branding initiative featuring storytelling, regional identities, and digital engagement tools.
• Industry Research and Data: Publishes in-depth reports on wine sales, production trends, economic contributions, and tourism impact.

Specialisation and Core USP

The Wine Institute is uniquely positioned as the voice of California's wine industry, leveraging:

• Direct legislative relationships through offices in Sacramento, Washington D.C., and international trade hubs
• Long-standing leadership in sustainability, with over 80% of California wine produced in Certified Sustainable facilities
• Rich data infrastructure and access to national and international wine market intelligence

Financial and Industry Impact

While the Institute itself is non-profit, it supports an industry of massive scale:

• California produces over 80% of all U.S. wine, totaling more than 240 million cases annually (2023).
• The California wine industry contributes $88 billion annually to the U.S. economy, and $1.7 billion in tax revenue (Wine Institute Economic Impact Report 2022).
• U.S. wine exports totaled $1.46 billion in 2023, with California accounting for over 95% of that volume.

International Engagement and Market Development

• Active in over 30 export markets, including Korea, the UK, Germany, China, and Southeast Asia
• Coordinates more than 200 international trade activities annually: tasting events, media tours, and sommelier trainings
• Strategic partnerships with U.S. embassies, consulates, and agriculture attachés to facilitate market access
• Maintains in-market representatives and PR firms across major wine-importing countries

Target Stakeholders

• California wineries and growers seeking representation and global exposure
• Government and regulatory agencies concerned with wine legislation, labeling, and trade
• Importers, distributors, and sommeliers engaged with California wine
• Sustainability advocates and agricultural educators

Capabilities and Infrastructure

• Multilingual digital platforms such as DiscoverCaliforniaWines.com localized for over 10 countries
• Comprehensive Wine Compliance Manual, covering TTB, ABC, and health labeling rules
• Operates member-only data portals, legislative updates, and compliance hotlines
• Hosts California Wine Month, Down to Earth Month, and other signature campaigns

Certifications and Compliance

• Supports the Certified California Sustainable Winegrowing (CCSW) program in collaboration with the California Sustainable Winegrowing Alliance
• Ensures alignment with U.S. Alcohol and Tobacco Tax and Trade Bureau (TTB) and California Department of Alcoholic Beverage Control (ABC)
• Member of the International Federation of Wine and Spirits (FIVS) and U.S. Agricultural Trade Coalition

Industry Testimonials and Impact

• In surveys conducted by the Wine Institute in 2022:
  • 94% of member wineries reported “high satisfaction” with international trade programs
  • 89% valued the Institute's real-time updates on evolving U.S. labeling and excise laws
• Testimonials from industry leaders cite:
  • “No other body champions the voice of California wine globally like the Wine Institute.”
  • “Their sustainability metrics and advocacy work are unmatched in the wine world.”

Major Achievements

• Facilitated the entry of California wines into 6 new markets in Southeast Asia from 2020 to 2023
• Co-developed the Code of Sustainable Winegrowing Practices, influencing standards across the U.S.
• Launched the first-ever Global California Wine Day, now celebrated in over 25 countries
• Helped secure tariff relief and regulatory transparency in high-growth markets through US-EU and US-Asia wine trade talks

The Wine Institute continues to be the strategic backbone of California’s wine sector—protecting its legacy, promoting its presence, and shaping its future on the global stage.