The online retail promotion was launched in spring 2020 to encourage online retailers to display their entire California range on their website and motivate online sales of California wines to their customers. As well as financial support, the CWI produced new regional AVA content that retailers can freely copy and paste to their websites.

To take part, retailers must show their full range of California wine on their website and during the promotion these wines must be available for sale. Each retailer is obliged to send a California wine promotion email to their customer database to encourage them to make California wine purchases.

This initiative has been designed to drive deeper sales of California wines and at the same time boost awareness and knowledge of California and its wines amongst retailers and their customers. If you would like to know more or if you are interested in participating in 2021 please email uklogistics@wineinstitute.com