Economic forces are pressuring farmers to replant California’s Zinfandel vineyards with varieties that are not uniquely Californian. If demand for single vineyard designated wines can be increased, Association of Zinfandel Advocates & Producers’ (ZAP) believes, higher profits will enable vineyard owners to preserve historic plantings for future generations.
California Department of Food and Agriculture awarded a $259,141 Specialty Crop Block Grant to support ZAP’s launch of a new campaign, “Zinfandel Stories: Preserving California’s Legendary Vineyards.”
“The grant will give us the opportunity to expand Zinfandel’s appreciation and reach,” explains Rebecca Robinson, Executive Director of ZAP. “This project will raise awareness of this issue by connecting consumers with farmers, winemakers, and vineyards via multiple touch points including innovative storytelling, media, consumer and trade events, and tours.”
Through compelling storytelling in various media channels, educational exhibits, and live events, the awareness of Zinfandel will rise throughout the states and beyond, stirring demand, trial and adoption of the variety with its rich history and vibrant personalities of today’s Zinfandel producers, Robinson says.