The Lake County Winegrape Commission is “raising some dust” with the introduction of a new ad campaign, taking a slightly different approach to messages expected from the wine industry. Scheduled to appear in the June/July California edition of Wine lovers magazinea full-page ad taps directly into the “disruptive” volcanic nature and overall rugged personality of the area.
The new campaign features a dusty cowboy riding rows of mountain grapes, suggesting that Lake County grapes are “never picked,” but rather “challenged.” Additionally, the ad states that the grapes have been “raised on volcanic lava milk…since they were babies” – a nod to the area’s young volcanic soils.
“We look forward to showcasing Lake County in a way that sets the region apart from other wine regions. The new branding embodies the unique nature of volcanic growing conditions to capture the attention of wine lovers looking for a surprising alternative,” said Megan Hoberg, Marketing and Events Manager for the Lake County Winegrape Commission. .
Volcanic wines have seen a dramatic increase in popularity and market demand in recent years as consumers seek out new and unique options. Surrounded by volcanoes – Mount Konocti, Cobb Mountain, Mount Hannah and the Mayacamas – the area is rich in lava dome complexes, geothermal activity, black obsidian, cinder cones and maars of basaltic to rhyolitic composition . Dispelling the myth that “a grape is just a grape,” Lake County clearly positions the region as one that possesses the very definition of higher elevations, volcanic soils and rugged mountain grapes – producing wines with a truly distinct, intense and recognizable personality. .
Located in the North Coast AVA, Lake County is fast becoming the notorious and outspoken leader of the California wine industry.
About the Lake County Winegrape Commission
Established in 1991, the Lake County Winegrape Commission (LCWC) has been instrumental in developing the Lake County region’s unwavering commitment to growing high-quality wine grapes, promoting winemaker branding, and raise awareness of the wine region within the wine trade and among wine lovers. A state agency whose efforts focus on marketing, research and education, the LCWC has launched innovative programs such as Master Vigneron Academy®, Elevation of Wine and International Sauvignon Blanc Symposium. For more information visit www.lakecountywinegrape.org