Napa Valley Vintners launches expanded marketing initiative

Napa Valley Vintners will draw from its organizational reserves to fund a three-year marketing initiative aimed at helping member wineries reach consumers and strengthen Napa Valley connections with the wine trade.

The NVV Board of Directors unanimously approved the investment on Sept. 10. The amount of the investment was not disclosed.

The initiative was developed by a task force of 12 winery leaders working with NVV staff, industry experts and existing consumer research. It will expand upon the trade association’s current marketing efforts, which have provided more than 200 opportunities for member wineries this year.

The strategy will focus on encouraging consumers to enjoy wine on a broader range of occasions, bringing Napa Valley wines and vintners to consumers in key markets and expanding programs that connect wineries with retailers, restaurants and other trade professionals.

A new consumer campaign, “Tonight, It’s Napa,” will promote Napa Valley wine for everyday occasions. NVV also plans to increase its presence at events and through partnerships and consumer experiences across the country.

“This is a challenging time for the wine business, and we don’t intend to sit on the sidelines,” said Tom Gamble, owner of Gamble Estates and an NVV board member. “You can spend a lot of time talking about what’s changing, or you can get to work. We’re choosing to get to work.”

NVV said the first 15 months of the initiative have been planned, with participating wineries scheduled to appear in key markets beginning this fall and continuing throughout 2027. Activities will include consumer events, wine-trade programs and “Tonight, It’s Napa” promotions.

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