El Dorado Winery Association (EDWA), a California-based 35-member winery association, has received a Specialty Crop Block Grant of $179,000 from the California Department of Food and Agriculture (CDFA) to give a strong marketing push for its region’s wines during the next three years.
Initiated in May 2012, EDWA's marketing campaign 'Taste At A Higher Level' was started to focus on increasing awareness for growing California American Viticulture Area (AVA) and expand brand recognition within the Lake Tahoe, Sacramento and San Francisco Bay Area metro markets.
The grant will allow EDWA to create new marketing data, new technology to enhance its website, annual communications plan to build awareness, enhanced social media platform, familiarization tours for media and wine buyers, opening up new target markets and leveraging partnerships with tourism partners, reported Wine Business.com.
EDWA public relations and marketing committee chair and Mt Aukum Winery owner Terrie Prod'hon told the website that their association is growing and they are seeing how popular their wines are becoming.
"The grant will help us build a complete, coordinated effort to get the word out about El Dorado Wine County," Prod'hon added.
