Washington Wine Commission starts ad blitz

YAKIMA, Wash. -- When Americans think domestic wine, California's world-class appellations likely spring first to mind. And when they hear Washington, most assume the tiny district where national politics happen.

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But in Washington state, where apples have long been the fruit of consumer consciousness, vintners are hoping to send a different message through the grapevine.

The Washington Wine Commission is launching a new global advertising campaign designed to increase consumer awareness, drive up sales and promote tourism. The first phase -- print advertisements in state consumer publications -- is being rolled out this month.

"Washington State -- The Perfect Climate for Wine" is the campaign tagline and a drawing of the sun rising above is grapevine is the logo.

"The perfect climate for wine doesn't only mean the land and the weather. It also means our contribution to the economic climate, which is huge, both on the wine tourism side and the lifestyle, wine production side," said Jane Baxter Lynn, executive director of the commission, a promotional state agency financed by fees on member wineries and growers.

The commission and the state are picking up the tab, estimated to be $1 million for the first phase alone.

Wine is a $2.4 billion industry in Washington, which produces more wine than any state except California. Roughly 300 wineries and 300 wine-grape growers, operating on about 30,000 acres, produce wines sold in all 50 states and more than 40 countries.

While it troubles promoters when wine buyers assume Washington means D.C., their bigger concern is the fairly common consumer notion that the state doesn't get any sun, said Ted Baseler of Ste. Michelle Wine Estates in Woodinville, northeast of Seattle.

"People just think of the Pacific Northwest as the rainy place, and that really is in direct conflict with the general perception of where fine wine is generally produced -- warm, sunny climates," Baseler said.

Washington is not too wet to grow wine grapes, Baseler said. There are certain grapes that grow well on the rainy west side of the state along Puget Sound, including white wine varieties that account for 43 percent of the state's total crop.

The remaining 57 percent are red wine varieties, such as merlot, cabernet sauvignon and syrah, which flourish in hot, dry weather.

"And in Eastern Washington, it's often sunny -- and definitely dry," said Baseler, who Ste. Michelle's president and chief executive officer.

Already, Washington wines compete favorably with higher-profile wines from California or the international market in wine-tasting competitions and in wine publications, Baxter Lynn said.

"What our job is now is convincing the consumer that, ranging from $10 to $50, we have great value, high quality wine here in Washington state," she said.

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On the Net:

Washington Wine Commission: http://www.washingtonwine.org/