The Northwest Wine Coalition has in place a strategic plan covering the period from 2020 to 2024.

The plan outlines the organization’s structure, goals, strategic pillars, and key tactics. The Northwest Wine Coalition’s goals include:

  1. Awareness: Raise awareness for the Northwest as a premium wine growing region among the global wine trade;
  2. Exports: Increase Northwest wine exports to target markets;
  3. Growth: Grow the number of Northwest wineries that are active in export and that participate in international activities;
  4. Success: Demonstrate program success through the quality and quantity of activity and winery success stories submitted to USDA;
  5. USDA: Effectively utilize USDA and industry resources through participation in the Market Access Program,  Agricultural Trade Promotion Program, Global Broad-Based Initiatives, and other programs. This entails being good financial stewards of grant funds and industry resources.

The strategic pillars that have been developed to achieve these objectives include: 1) engage trade and media to increase awareness of Northwest wines; 2) provide education in target markets to develop a global network of ambassadors; 3) spread the Northwest Wine Coalition’s message of the quality and value offered by Northwest wines; 4) Raise stakeholder participation; and 5) Enhance partnership with other U.S. wine cooperators.

For information regarding the International Marketing Program, contact Steve Warner, President of the Washington State Wine Commission, at swarner@washingtonwine.org.

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