WWI News

Wine professionals across the Pacific Northwest filled the Walter Clore Center Tuesday for the inaugural Direct to Consumer (DTC) Wine Symposium in the Pacific Northwest.

The Washington Wine Institute was honored to kick off event sessions alongside Jana McKamey (Oregon Winegrowers Association) and Moya Dolsby (Idaho Wine Commission) for a sit-down panel conversation on wine DTC advocacy, tasting room policy, and the regulatory need-to-knows (and challenges) of each state. We hope attendees walked away feeling equipped to support your wine association’s efforts. The panel encouraged wineries who would like to be more involved to become a member of their wine association, donate to your state’s wine industry political action committee (PAC), and attend campaign events, among other ideas. These wine association leaders are working hard to advocate for wineries, and call on wineries for help because advocacy is done collectively. 

It was great to see so many familiar faces and meet new people working hard to create PNW wine and get it to the consumer. We feel so fortunate to be part of such a supportive community.

Proceeds from DTC Wine Symposium – Pacific Northwest ticket sales went to Free the Grapes!, a national grassroots coalition of wine lovers and wineries who seek to remove bans and streamline restrictions in states that prevent consumers from purchasing wines directly from wineries.

WA wineries are invited to a free educational session on all things music licensing, presented in partnership by the Washington Wine Institute and Soundtrack—a music streaming service built to bring you music that’s legal for wineries.

Ask your questions and share your concerns directly with Soundtrack on topics including streaming music in your tasting room, requirements for live performers, events and social media, interacting with PROs, and more.  Also learn more about the Soundtrack discount program offered through Washington Wine Institute membership. We hope to see you there!

From the State of Washington Tourism

15-Year Vision for Industry-Led State Tourism Program Now Moves to Rulemaking and Ratification Process

Today, Washington State Gov. Bob Ferguson signed Engrossed Second Substitute House Bill 2325 (E2SHB 2325) into law. The bill enables the state’s private sector tourism industry to create, ratify and oversee an industry self-supported assessment that generates competitive annual funding for State of Washington Tourism, the official state destination marketing organization.  

The bill caps 15 years of cooperative industry work and advocacy following the closure of Washington’s state tourism agency in 2011 during the Great Recession. The proposed assessment must next undergo an industry rulemaking process, led by a new ratepayer oversight board and, ultimately, ratification by identified ratepayer businesses before funds can be collected. 

Preliminary projections for annual program funding levels generated by the assessment could boost Washington from among the least-funded state tourism programs in the U.S. to close to the national average. Firm projections will be made once total industry participation is determined in the rulemaking process. 

The new funding would be used to restart domestic marketing campaigns to attract leisure travelers to Washington, as well as expand international marketing and travel trade efforts to position the state as a premier destination in the U.S. Marketing efforts would be designed to drive overnight visitors who stay longer and spend more. The program of work would emphasize building a sustainable, year-round tourism economy and be developed and refined in partnership with, and with oversight from, assessment ratepayers. 

E2SHB 2325 follows passage of SSB 5492in the previous legislative session, which created an industry advisory group that reported its assessment recommendations to the Washington Legislature last fall. Those recommendations included: 

·    Eligible assessment classifications of lodging, travel services, attractions, recreation, beverage industry, restaurant and retail locations 

·    Inclusion of tourism businesses that directly benefit from retail visitor expenditures 

·    A nominal assessment rate based upon a percentage of gross business revenue 

·    Targeted annual program collections of at least $25 million to significantly raise Washington’s competitive position 

·    Six-year assessment terms that are re-authorized by ratepayers 

·    Strong industry oversight and self-governance components with recognition that the assessment funds must be spent in accordance with state law 

These recommendations informed E2SHB 2325.  

“This bill provides the tourism industry with the tools to come together, invest in our state, and create a sustainable approach to promoting Washington and strengthening our economy,” said Rep. Dave Paul, prime sponsor. “With everything our state has to offer, this measure is a big step forward for Washington to claim a spot as a destination on the global stage.” 

“Attracting more visitors to Spokane and other parts of our beautiful state will boost support for our local economy and hospitality industry,” said Sen. Marcus Riccelli, Senate companion bill sponsor. “I am really proud to have worked with the tourism industry, Rep. Paul and the governor’s office on this carefully crafted legislation that will provide a sustainable and competitive state tourism funding model that will drive economic growth in Washington for years to come. The return on investment is not just the pride I feel in better showing off every corner of our state and everything in between, it is the economic multiplier that will benefit businesses and communities significantly.” 

“This is a milestone achievement for tourism in Washington,” said David Blandford, CEO of State of Washington Tourism. “It wouldn’t have happened without the tireless work and advocacy of our statewide industry, and it’s meaningful to have legislative and gubernatorial validation of our long-sought vision for an industry-led program. Now, it’s up to industry members to conduct assessment program rulemaking, ratify the legislation and roll up our sleeves to re-position Washington as a premier visitor destination.” 

Industry rulemaking and governance initiatives are expected to begin in the second quarter of 2026 with an assessment referendum date to be determined. 

Governor Ferguson has officially proclaimed March 2026 as Agriculture Month in Washington State. This proclamation recognizes the vital role our farmers, ranchers, farmworkers, producers, processors, and agricultural businesses play in feeding our communities, stewarding our natural resources, and driving our state’s economy.

Our fellow wine leaders at the Washington State Wine Commission played an instrumental role in the establishment of Washington Agriculture Month. The proclamation states, “historically March is WA Wine Month, so we celebrate all things grown, raised, produced, and poured here during the month of March.” Agricultural communities will also celebrate National Agriculture Week (March 15-21) and National Agriculture Day (March 24), as stated in the proclamation.

The Washington State Department of Agriculture put out an official press release, in which WSDA Director Derek Sandison said: “Washington Agriculture Month is about more than crops. It’s about people, innovation, stewardship of the land and ensuring a strong future for agriculture in our state.”

Official Proclamation: Washington Agriculture Month
WSDA Press Release: Washington Agriculture Month

Thanks to all who listened and joined the conversation during the Washington Wine Industry Town Hall sessions. If you missed this week’s virtual Town Hall session, you may view the recording at the link below.

Leaders from the Washington State Wine Commission, Washington Wine Institute, Washington Winegrowers Association, Auction of Washington Wines, and Washington Wine Industry Foundation came together to provide a brief update on each Association’s focus for 2026 and examples of collaborative efforts between Associations. These sessions also served as a space for attendees to voice their concerns, share insights, and identify opportunities for collaboration. We appreciate the questions and comments we received during these live events regarding the .05 BAC bill and other major topics in the WA wine world. Your discussion is so important to us as we all navigate the unique challenges the industry is currently facing.

Exciting News! The DTC Wine Symposium is coming to the Pacific Northwest for the first time.

Wine marketing and sales leaders from Washington, Oregon, and Idaho will gather on April 28th, 2026, at the Walter Clore Center in Prosser. This isn’t just another lecture series; it’s a day designed by and for PNW wine professionals to share how small wineries can achieve success. Hear firsthand from industry leaders about how they are successfully reaching customers, gain sales-growth insights your winery can implement, and learn new and innovative ways to reach customers beyond your tasting room.

We hope to see you there! The Washington Wine Institute will kick off the conference sessions with the latest on statewide DTC advocacy and regulation as part of a tri-state panel conversation. The Wine Institute will also be there to offer a national perspective on interstate wine shipping and access to different wine markets. Click HERE to learn more about the sessions and speakers.

Don’t miss this opportunity to connect with your PNW wine peers. Begin the conference on April 27th with a relaxed evening of great wine and conversation hosted by Prosser Wine.

Register for DTC Wine Symposium – PNW

Early bird registration is live right now! Snag your spot TODAY to save on registration and ensure you’re part of the inaugural class of the DTC Wine Symposium: Pacific Northwest. 

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