The Challenges
The Paso Robles American Viticulture Area (AVA) was established in 1983 on the shoulders of its high-quality Cabernet Sauvignon and red Bordeaux varietals. But it wasn’t until 30 years later, in 2013, that the Paso Robles CAB (Cabernet And Bordeaux) Collective (PRCC) would emerge with the mission of promoting the full potential of the Paso Robles AVA in producing superior quality, classic and age-worthy Cabernet and red Bordeaux varietals to consumers, trade and media worldwide.
The Solutions
Parker Sanpei theorized that in order to gain consumer and market share in key geographical regions, the PRCC would need to secure the endorsement of key wine and beverage trade, both on- and off-premise, as ambassadors for CABs from Paso Robles. This was done with a multi-prong approach. CAB Camp, a three-day, deep immersion in the region’s Cabernet and red Bordeaux wines, was established to invite groups of key stakeholders, sommeliers and wine buyers to explore the region and experience the wines through panel discussions, vineyard explorations and one-on-one visits with the winemakers. The successful strategy satisfied boutique wine producers whose aim was to elevate brand recognition for the region’s CABs as well as larger producers whose goal was to gain distribution. Secondary efforts included educational wine seminars focused on Paso Robles CABs at hospitality and wine educational centers, panel discussions and seminars at various trade tastings and seminars across Southern California, and third party endorsements through earned media.
Results
CAB Camp has developed into an in-demand, premier wine event for buyers and sommeliers from across the country, hosting 40 buyers to the region annually and developing them into brand ambassadors. The PRCC’s educational series has presented to prestigious programs including UNLV, Cal Poly Pomona, University of Houston and Napa Valley Wine Academy, among others and the organization has been represented at top-tier events including SommCon and the International Cabernet Symposium. In addition, the PRCC has gained the attention of national outlets including: Wine Spectator, Wines & Vines, Wine Enthusiast, The SOMM Journal, The Tasting Panel Magazine, Sunset, Connoisseur’s Guide to California Wine, and Forbes, among others.