Launching in May 2026, Paso Robles Wine Month (PRWM) is a new national initiative celebrating the wines, culture and community of Paso Robles Wine Country.

Led by the Paso Robles CAB Collective (PRCC) in collaboration with the Paso Robles Wine Country Alliance and Travel Paso, and supported by Bay Cities Packaging and Tastry, the program brings together wineries, grocery chains, independent retailers, restaurants and chefs to drive awareness, trial and sales across on- and off-premise channels while supporting regional tourism.

The initiative launches as the global wine industry faces ongoing headwinds, even as Paso Robles continues to outperform. According to Nielsen data comparing 2025 to 2023 (52 weeks ending Dec. 27, 2025), Paso Robles premium Cabernet Sauvignon, accounting for more than 50% of the region's planted acreage, posted a 3% increase in sales. Recent Circana data also shows that three of the top six Cabernets at every price tier are Paso Robles-appellated wines and members of the PRCC.

"Paso Robles Wine Month is about meeting today's wine consumers where they are," said Rhonda Motil, vice president of marketing at J. Lohr Vineyards & Wines and PRCC marketing committee chair. "The initiative celebrates the quality and diversity of our region in a way that is accessible and food-driven, while giving wineries, retailers and restaurants a strong platform to connect with new audiences."

 Paso Robles Wine Month reflects how younger audiences are reshaping wine culture. These consumers favor casual, inclusive occasions, value authenticity and sustainability, and increasingly discover and share wine through food and social media.

Through a partnership with Tastry, an AI-powered taste science platform that helps shoppers discover wines aligned with their preferences before opening the bottle.