AB 720 Passes: Milestone Win and New Era for California Winery Experiences

SACRAMENTO, Calif. - Wine Institute today applauded the California Legislature's passage of AB 720 , authored by Assemblymember Chris Rogers (D-Santa Rosa, AD-2). The bill, now headed to Gov. Newsom's desk, allows wineries to host a limited number of events at estate vineyard properties beyond their bonded winery site, representing a milestone win for California wineries and wine lovers alike.

"At a time when our industry faces tightening sales and increasing competition, AB 720 ensures that California wineries can continue to thrive by offering visitors authentic, memorable experiences," said Robert P. Koch, president and CEO of Wine Institute. "This legislation provides wineries of all sizes with new tools to welcome guests, share their story and deepen the connection between California wine, agriculture and community."

"California wine is loved by people across the globe, and it has been an important part of my district's economy and culture for generations," said Assemblymember Chris Rogers. "And yet, changes in demographics as well as impacts from shifting global markets have seen the industry struggle. AB 720 removes barriers and costs harming winemakers while giving additional tools to attract customers."

California is home to nearly 6,200 bonded wineries across 49 of California's 58 counties. Under AB 720, these wineries - of which more than 90% are family owned - will now be able to share the vineyard experience more broadly with visitors.

That point was emphasized in testimony by Rachel Newman , senior vice president of marketing at Bonterra Organic Estates, who explained how legislation like AB 720 will benefit not only her company's vineyards in Mendocino County, but wineries across the state:

"AB 720 offers a solution that is simple, yet powerful: allowing a limited number of events at estate vineyard properties, enabling consumers to connect with California wine and agriculture in a more meaningful way. There is no advertisement or influencer campaign that can replicate the power of standing in a vineyard, touching the soil, tasting the wine and experiencing the story for yourself."

Newman noted that the bill will not only enrich the visitor experience, but also create jobs, generate business for local contractors, and drive tourism to restaurants, hotels and neighboring communities.

The bill passed with broad bipartisan support, as well as the backing of a broad coalition of regional and statewide organizations, including Amador Wine Country, Anderson Valley Winegrowers Association, California Association of Winegrape Growers, El Dorado Wines, Family Winemakers of California, Livermore Valley Vintners and Growers, Mendocino Winegrowers, Paso Robles Wine Country, Russian River Valley Winegrowers, San Luis Obispo Coast Wine Collective, Santa Barbara Vintners, Temecula Valley Winegrowers Association, Wine Road of Sonoma County, Winegrowers of Napa County and Wineries of Santa Clara Valley.

This new flexibility comes at a critical moment. The U.S. wine industry has faced a period of constricting sales, making consumer engagement more important than ever. AB 720 will allow wineries to meet shifting expectations and reinforce California's role as a global leader in sustainability and world-class wine.

"California wineries have been built on a legacy of innovation, stewardship and storytelling," Koch added. "Wine Institute's role is to ensure the policies are in place so our members can do what they do best - create world-class wine and share it with the world. AB 720 is an example of how that work pays off, delivering both for wineries and for the millions of visitors who want to experience California wine at its source."

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About Wine Institute
Established in 1934, Wine Institute is the public policy advocacy group of more than 1,000 California wineries and affiliated businesses that initiates and advocates state, federal and international public policy to enhance the environment for the responsible production, consumption and enjoyment of wine.