Initiative targeting the next generation of wine consumers celebrates Paso Robles wine, hospitality, culture, and tourism
PASO ROBLES, Calif., May 20, 2026 — Following the launch of the inaugural Paso Robles Wine Month, a national campaign celebrating the wines, hospitality, attractions, and culture of Paso Robles, the Paso Robles City Council officially proclaimed May as Paso Robles Wine Month in recognition of the wine industry and tourism’s growing impact on the regional economy. The effort is a collaboration between Paso Robles CAB Collective, Paso Robles Wine Country Alliance, and Travel Paso.
The monthlong initiative among regional wineries, hospitality and tourism partners, in collaboration with retailers and trade partners nationwide, was created to elevate awareness of the Paso Robles wine region and engage the next generation of wine consumers through immersive experiences, retail activations, and digital engagement.
"Seeing the City of Paso Robles officially proclaim May as Paso Robles Wine Month is an incredibly meaningful milestone for our region,” said Doug Filipponi, President of the Paso Robles CAB Collective. “What began as an idea sparked by the Paso Robles CAB Collective has grown into a collaborative movement that celebrates all Paso Robles wineries. We’re thrilled to see our community and trade partners nationwide come together to recognize this moment and celebrate the continued rise of Paso Robles as one of the most dynamic wine regions in the world.”
Throughout May, Paso Robles wines are being featured in thousands of retail locations nationwide through in-store promotions, tastings, and digital activations. Regional events have included an activation at the Shabang Music & Arts Festival, designed to introduce younger consumers to Paso Robles wines in a fresh and approachable setting, as well as the annual Paso Wine Fest, the signature event which showcases the diversity, quality, and genuine hospitality that define Paso Robles wine country. Throughout the month, consumers can enjoy a myriad of events throughout the region.
More information is available at PasoRoblesWineMonth.com and on Instagram and TikTok at @PasoRoblesWineMonth.
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About Paso Robles Wine Month
Paso Robles Wine Month, launched nationally in May 2026, is designed to increase awareness of the Paso Robles wine region through consumer discovery, engagement and sales across channels. Led by the Paso Robles CAB Collective in collaboration with the Paso Robles Wine Country Alliance and Travel Paso, the program targets millennials and Gen Z while continuing to engage core wine enthusiasts. Paso Robles Wine Month connects wineries with retailers and restaurateurs through coordinated promotions, in-store and on-premise activations, chef collaborations and digital engagement. Program elements include custom retail displays by Bay Cities Packaging, AI-powered taste analysis through Tastry, QR-enabled content and sweepstakes, and integrated marketing support aimed at driving trial of Paso Robles wines. Regionally, the acclaimed Paso Wine Fest, held May 15–17, 2026, showcases the region’s food, wine, and culture, whilst the region’s 200+ wineries host special events throughout the celebration. More information is available at PasoRoblesWineMonth.com, and on Instagram and TikTok at @PasoRoblesWineMonth.
About the Paso Robles CAB Collective
The Paso Robles CAB Collective (PRCC) is dedicated to advancing the reputation of Paso Robles Cabernet Sauvignon and Bordeaux varietal wines through education, collaboration and strategic marketing initiatives. The organization provides a platform for its members to share knowledge, align on quality and consistency, and strengthen the global presence of Paso Robles CAB wines. PRCC’s efforts also support regional tourism, helping position Paso Robles as a world-class wine destination. For more information, visit PasoRoblesCAB.com.
About Paso Robles Wine Country Alliance
The Paso Robles Wine Country Alliance is the official trade and marketing organization that represents wineries, growers, and businesses in the Paso Robles American Viticultural Area. Centrally located between San Francisco and Los Angeles, along California’s Central Coast, Paso Robles Wine Country encompasses more than 40,000 vineyard acres and 200 wineries. For more information, visit pasowine.com.
About Travel Paso
Travel Paso is the official destination marketing organization (DMO) for Paso Robles, CA. Travel Paso leads the tourism community in the Paso Robles region through marketing, branding, and selling Paso Robles to our visitors; advocating for our tourism ecosystem; and sharing critical industry data. Leading the destination in both marketing and management, Travel Paso promotes the community as an attractive travel destination and enhances its public image as a dynamic place to live and work. Through the impact of travel, the organization strengthens the economic position of tourism, supports business opportunities, and enhances residents' quality of life.
Escape to the majestic rolling hills and celebrated wineries of Paso Robles. Located midway between Los Angeles and San Francisco and bordered by coastal Highway 1 and the 101, Paso Robles is California wine country with beach access and Michelin stars. A community of cowboys and innovators, it's where world-class food, wine, and art meet small-town charm. #TravelPaso TravelPaso.com| IG:@TravelPaso
Media Contact:
Linda Sanpei
