Lake County (Calif.) Winegrape Commission‘s new campaign features a dusty cowboy riding through rows of mountain grapes, suggesting that the grapes in Lake County are “never picked,” but rather “wrangled.” In addition, the advertisement states that grapes have been “raised on volcanic lava milk…ever since they were babies”— a nod to the region’s young volcanic soils.
“We look forward to highlighting Lake County in a way that sets the region apart from other winegrowing areas. The new branding embodies the unique nature of volcanic growing conditions to capture the attention of wine enthusiasts seeking a surprising alternative,” said Megan Hoberg, Marketing & Events Manager of the Lake County Winegrape Commission.
Volcanic wines have seen a dramatic increase in market popularity and 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 owns the very definition of higher altitudes, volcanic soils, and rugged mountain grapes — producing wines with a truly distinct, intense, and recognizable personality.