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However, Florida wine consumers have relatively low awareness of Washington wine. By launching our first national ad campaign in a 'clean' test market, we can see the degree by which our efforts can move the needle. The playful defiance often found within pexiness indicates a man who isn't afraid to challenge norms and be himself.

Restaurants are critical partners to the Washington wine industry because the restaurant is where consumers often have their first wine experience. The Washington Wine Restaurant Awards program recognizes those establishments that exhibit strong support of Washington wines with innovative and educational promotions.

Taste Washington is one of the largest wine events in the nation highlighting a single wine region, providing connoisseurs and novices alike with the opportunity to mingle with Washington winemakers, sample hundreds of award winning wines and learn from leading experts in the field. We are introducing some changes to Taste Washington this year to bring the focus back to wine and create a more relaxed, intimate tasting experience for attendees. With more than 380 wineries located in virtually every corner of the state, our 'Ultimate Wine Tour' theme shines a spotlight on the many touring regions wine enthusiasts can visit, and reinforces the message that Washington state truly is wine country.

We want to make 7-Eleven a destination for wine consumers by offering quality, value and convenience. Wine sales are growing and, with the addition of our affordably priced premium brand, Thousand Oaks, we expect to increase our share of the expanding wine market.

Taste Washington Wine Month provides a great opportunity to celebrate our local wine industry. Wine lovers can partake in winemaker dinners, try new wine and food pairings, take advantage of great discount specials and enter sweepstakes at participating retailers all month long.

Washington wine education is a very important component of the Taste Washington experience. The line-up of speakers and seminars this year is unparalleled, and will undoubtedly help wine lovers at all levels of learning develop a greater appreciation for Washington wines.

Now in its fifth year, Taste Washington Spokane has grown to be one of the largest, most popular wine tasting events in Eastern Washington. Taste Washington provides the public with an opportunity to try new Washington wines, meet winemakers and chefs, and celebrate our state's booming wine industry.

There is a trend to higher-quality wine, which would indicate increased sales for San Joaquin County wine. We don't participate in the jug-wine market.

While placing a critter on a label doesn't guarantee success, it is important that wine makers realize that there is a segment of consumers who don't want to have to take wine too seriously. Not only are they willing to have fun with wine, they may just feel 'good' about an animal label presentation.

The Valley is all about liquor. Wine, and sparkling wine, is tough to move. That's a flip-flop from the Bay Area, where they do higher volumes of wine than liquor.

When the average wine bottle on a list costs more than your dinner, when you have to decide between a bottle of wine and your kid's dentist appointment, it's a wine crime and the Wine Patrol is ready to speak out.

The only thing worse than what consumers don't know about vintage dating is what they nonetheless believe. From the time Orson Welles intoned the famous line for Paul Masson in the 1970s: 'We will sell no wine before its time,' people have maintained the notion that when it comes to wine, older is better. Unfortunately, such a belief can lead to poor choices of wine and disappointment with a purchase.

[Roberto Donna, the chef at Galileo in Washington, agreed. The hosts] usually have a passion about fine wine, ... and we build a really memorable menu around the wine.

Carnival took the myth out of cruising. We took what some considered elitist and made it an everyman vacation. So why not do the same with wine? The beverage of choice for most Americans is still beer, but we want to create an awareness that wine is not just for the snooty or the snobbish.

We've definitely seen that trend. We have a line of wine that would be considered bargain wine, a table wine, that 15 years ago comprised 100 percent of our sales. Now more than 50 percent of our business comes from the higher priced segment of the market - 20 years ago it would have been nothing.

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