Cabernet Sauvignon & Red Bordeaux Varietals - PERFECTED IN PASO ROBLES -
TIT ITLE The Paso Robles CAB Collective would like to give special thanks to our SPO PONSOR OR title sponsor, Smurfit Kappa for their continued support. Click here to watch their inspirational video on sustainability through Better Planet Packaging.
WHO O WE E MISSI MI SION ARE The mission of the PRCC is to educate media, trade and consumers on the quality of Cabernet Sauvignon and red Bordeaux varietals produced in Paso Robles, and to promote the varietals themselves, as well as the global marketing of Cabernet Sauvignon and red Bordeaux varietals from Paso Robles. VISION SION The PRCC is a grassroots organization which strives to promote the full potential of the Paso Robles appellation in producing superior quality, age-worthy, balanced, classic Cabernet Sauvignon and red Bordeaux varietals to trade, media, and consumers worldwide.
2019: A YEAR OF SUCCESS
MEASURABLE RABLE CAB GROWTH TH The Paso Robles CAB Collective conducted an analysis of the U.S. Department of Agriculture’s California Grape Acreage Report, 2018 Crop (released April 2019) and found the following results for the Paso Robles region:
THE STATIS ISTICS ICS Caber ernet net Sauvig uvignon non Red Borde deau aux Overall all Cabernet Sauvignon makes up The Paso Robles AVA is now the In 2018, Paso Robles accounted 74% of all red Bordeaux 2nd largest grower of Cabernet for 14% of the state’s total red plantings in Paso Robles Sauvignon in California Bordeaux acres planted Based on USDA California Grape Acreage Report, 2018 Crop
TOTA TO TAL COU OUNTY TY ACRES ES PLANT ANTED ED BY VARIETY Y IN PASO SO ROBLES LES (SLO LO COUNT UNTY) Y) 2018 ACRE REAGE AGE Red Bordeau deaux x - other er Caber ernet et Sauvig vignon on 14.6% 6% 9.2% 42% Red Rhônes Zinfa fandel el 5.6% Reds ds - all l other er Whit ites es - all 13.8% 8% Cabernet Sauvignon accounts for 42% 42% of all planted acreage. 14.8% 8% Cumulatively, CAB varieties account for 57% 57% of the region’s plantings. Based on USDA California Grape Acreage Report, 2018 Crop
CAB IS FIRMLY KING IN PASO ROBLES Paso Robles is a leading force in Cabernet Sauvignon and red Bordeaux varietals Paso Robles is undeniably a CAB centered region The role the PRCC plays in marketing CAB could not be more important or relevant
59 59 2019 9 MEDIA A Articles written COV OVERA RAGE 23 23 Media & influencers hosted 21,34 21 ,347, 7,904 904 Total earned impressions
2019 EVENTS & PROGRAMS
CAB B CAMP P 2019 38 38 23 23 8 … sommeliers & top wine … member winery visits, … page feature story on CAB buyers from seven different comprised of insightful panel Camp in the June/July issue states discussions, tastings, of Tasting Panel Magazine vineyard tours, and stunning dinners
“Getting to know these wineries and fellow attendees was truly memorable. Being exposed to a young region with innovative winemaking styles was incredible to experience, placing Paso Robles in a league of its own.” — Scott Taylor, r, Beverage ge Director Harris’ Restaurant, San Francisco, CA
“CAB Camp has been an in depth and personal look into the creation of wine in Paso, which includes exposure to the winemakers, vineyards, philosophies, geographical information, and culture in Paso. I was blown away by the quality of all the wines. Incredible experience!” — Stephan phanie Schw hwarz, arz, Wine ne Buyer Lettuc uce Entertai ain n You Restau aurant rant Group, up, Chicag ago, , IL
EDUCATIO TION PRCC presented to over 200 students SERIE IES in 2019: “Learned that ageing and structure are key” “A memorable and fantastic wine tasting!” “I never knew soil and climate were so important for growing grapes.” “The Paso Robles Cabernet Sauvignon has made me realize how much I like wine!” Special thanks to our presenters, Jim Gerakaris, JUSTIN Vineyards & Winery and Kristin Muhly, Ancient Peaks Winery
2020 GOALS & STRATEGY
2020 20 MARKETING TING Speaki aking g Opportunit ities ies CAB Camp p 2020 IN INITI ITIAT ATIV IVES Wine Speak March 29 - 31, 2020 Society of Wine Attendees from across Educators the country for a 3-day SommCon San Diego immersion into CAB Market ketin ing g Tools Grant Applica ication ions Website CDFA Block Crop Grant Marketing Materials $450K | IL, NY, VA Digital Media Kit USDA Value-Added Producers $250K | TX Outreach each Vide deo o Series ies Press Releases Click to view our latest Media Pitches videos Desk Sides in Key Markets SATW & BATW
2020 20 SPO PONSOR OR | M MEMBER R Winemaker’s BBQ Wine e Speak eak IN INITI ITIAT ATIV IVES January 13-15, 2020 August 8, 2020 CAB Panel Discussion Sponsor and winemaker Wines of the World festivities and Grand Tasting networking CAB Pass sspo port CAB Camp p Event ents Access to March 29 - 31, 2020 complimentary tastings Sponsor involvement in & exclusive pricing at Grand Tasting and member wineries winemaker dinners Digit ital al Promot otion ion & CAB Show owdow own Bran andin ding June 4, 2020 Social media takeovers Sponsor panel Guest blogs discussion & global CAB Content promotion tasting
2020 20 EVENTS 1/9 Kick-Off Party AT A GLANCE CE Member & Sponsor Event 1/13 - 1/15 Wine Speak Member & Sponsor Event 3/29 - 4/1 CAB Camp 2020 Member, Sponsor, Trade & Media Events 6/4 CAB Showdown & Sponsor Panel Presentation Member & Sponsor Event 8/8 Winemakers Cook-Off BBQ Member & Sponsor Event 11/5 Marketing Retreat Member Event For the latest update on Member and Sponsor events, visit the Events page of our website.
THANKS TO OUR 2019 SPONSORS
2019 19 TITLE LE SPON ONSOR OR MERLOT OT SPONSO NSORS
2019 CAB FRANC NC SPONS NSOR ORS
2019 MALBEC EC SPONSO NSORS
2019 PETIT T VERDOT OT SPONSO NSORS
BOA OARD RD OF OF DIR DIREC ECTOR TORS Doug Filippo ipponi ni Cynth thia ia Lohr Co-owner, Ancient Peaks Winery Co-owner, J. Lohr Vineyards & Wines 2017-2020 Permanent Seat PRCC President PRCC Vice President Maeve Pesqu quera Maria ia Kelly ly Senior VP, DAOU Vineyards & Winery Dir. Community Affairs, JUSTIN Vineyards & Permanent Seat Winery PRCC Marketing Committee Chair Permanent Seat PRCC Membership Committee Chair Damia ian n Grind ndle ley Proprietor/Winemaker, Brecon Estate Doug Ayres 2019-2020 Owner, Allegretto Vineyards & Wines 2020-2021 Gretche tchen n Roddic ick General Manager, Hope Family Wines Linda a Sanpei 2018-2020 Executive Director 2012-present
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