Strength in Numbers: How Wineries Can Leverage Regional Associations to Handle Challenges and Drive Growth
January 28, 2025
10:15 am - 11:15 am
Strength in Numbers: How Wineries Can Leverage Regional Associations to Handle Challenges and Drive Growth
As the saying goes, “A rising tide lifts all boats.” This is not only true of the wine industry itself, but for individual wineries within an AVA. Most wine today regions have at least one regional association–whether tied to vintners and winegrowers, tourism, or the community–whose sole purpose is to support its members through marketing, public relations, education, and other resources aimed at promoting the region in a cohesive way.
This session will explore the various ways wineries can take advantage of the resources available to them through these regional associations. Specifically, our panelists will discuss:
- How and why these associations are formed and funded, and the different functions of winegrower’s associations, DMOs, vintner’s associations, chambers of commerce, and other regional bodies.
- How you can get involved and what you can gain from working closely with them
- Best practices and actionable case studies focused on leveraging your community for individual and regional growth and visibility
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Moderator
Kim Stemler
Organization:
The Carmel Foundation, California
Sessions:
Kim Stemler is the President/CEO of The Carmel Foundation, where she leads efforts to support successful aging and community well-being—including affordable housing, meals, and engaging programs. So why is she moderating at Unified? Not because the industry is aging (although it’s said that wine professionals, like wine, get better with age), but because Kim served as the Executive Director of the Monterey County Vintners & Growers Association (MCVGA) for nearly 11 years.
Kim’s deep passion for Monterey County agriculture and its renowned wine industry has defined much of her career. At MCVGA, she served as a dedicated advocate for the region’s wines, vineyards, and growers, fostering collaboration and innovation within the industry.
With over 25 years of leadership experience in management, strategic planning, organizational development, and communications, Kim has worked with foundations, colleges, and nonprofits to refine strategies and design impactful programs. Her work during the COVID pandemic was particularly notable, as she spearheaded a county-wide initiative to bring COVID testing and vaccinations to underserved populations.
Kim holds a master’s degree in administrative science from The Johns Hopkins University and is a certified Executive and Management Coach as well as a Certified Wine Appellation Specialist.
Speakers
Honore Comfort
Organization:
Wine Institute, California
Sessions:
Strength in Numbers: How Wineries Can Leverage Regional Associations to Handle Challenges and Drive Growth, Crafting a Positive Narrative: Promoting Wine in the Face of Challenges
As Vice President of International Marketing for California Wines, Honore Comfort draws on her more than 20+ years of experience in international wine marketing, brand strategy, and association management to build the global brand for California wines and promote export sales. Prior to joining Wine Institute, Honore held several senior leadership positions in the wine sector including Executive Director of the Sonoma County Vintners, President of Brack Mountain Wine Company, and North American Brand Director for Penfolds and Rosemount Estate with Foster’s Wine Estates (now Treasury Wine Estates).
Before joining the wine industry, Ms. Comfort worked in marketing and advertising in both public and private sector roles and holds post-graduate degrees in both Business and Arts administration. She lives in Healdsburg, California with her husband, where they grow and make their own wines in the heart of Sonoma County’s Dry Creek Valley.
Kristina Kelley
Organization:
Washington Wine Commission
Sessions:
Kristina Kelley is the Executive Director of the Washington State Wine Commission. The WSWC is a state government agency founded in 1987 that represents every licensed winery and wine grape grower in Washington. In her role at the Wine Commission, she leads a team responsible for driving the growth of Washington state wine through marketing, communications, viticulture, and enology research, supporting Washington’s position as the second-largest wine-producing state in the U.S.
Kristina has spent the entirety of her career in the wine industry, holding leadership roles in various functions that provide her with a broad perspective to inform her strategic approach.
Before joining the Wine Commission, Kristina spent over 25 years at E. & J. Gallo Winery, leading teams in sales, premium and luxury marketing, public relations, and corporate communications. She also spent five years in sales within the Wine Division of Brown-Forman. In addition, she and her husband owned a vineyard in Oregon’s Dundee Hills for more than 18 years.
Kristina is a former Board Member of Women of the Vine & Spirits and currently serves on the Board of The Auction of Washington Wines. Kristina and her husband live in Port Ludlow, WA, with their Weimaraner, Finn.
Joel Peterson
Organization:
Paso Robles Wine Country Alliance, California
Sessions:
An accomplished communications and marketing specialist and true people person, Joel Peterson has spent 20 years marketing wine and beer, and currently serves as the executive director of the PRWCA. The organization, made up of 200 wineries and 500+ total businesses, leads marketing, outreach, and education efforts that promote and protect Paso Robles Wine Country.
After earning a degree from the University of Arizona, Peterson spent eight years in Hollywood working in film production. He joined the Paso wine community full time in 2003, working for several wineries including L’Aventure, JUSTIN, and Hope Family Wines. In 2013, Peterson joined Solterra Strategies, a wine-focused marketing and public relations agency, and later spent two years leading the marketing team at Firestone Walker Brewing Company. He became executive director of the Paso Robles Wine Country Alliance in 2019. Since starting, PRWCA winery membership is up 34%. Peterson and his wife live in Paso Robles. He is active in the community and serves on the Paso Robles School Board.