New Pa. wine campaign aims to squeeze more juice out of industry
The Pennsylvania Winery Association and Pennsylvania Wine Marketing and Research Program have teamed up to roll out a new branding campaign aimed at getting more people to enjoy wines made in the commonwealth.
The “Weekends Are for Wine” campaign has been rolling out during the past few months, with billboards and other advertisements, across Pennsylvania, in neighboring states and on the Web. But the association hopes to get state residents to explore local wineries.
“No matter where you are in Pennsylvania, you’re less than an hour from at least one winery — and in many cases, more than one,” Jennifer Eckinger, the association’s executive director, said in a news release. “Most residents, even neighbors, have yet to explore the vineyards just down the road. It’s a whole other world just waiting to be discovered.”
That idea of discovery leads to the campaign’s tagline: “Keep tasting.”
There are nearly 200 wineries in the state and at least 36 in the midstate, said association spokesman Matt Vlahos. In addition, the York County Convention and Visitors Bureau spearheads the Mason-Dixon Wine Trail, one of a dozen such trails in the state.
The first-of-its-kind campaign for Pennsylvania wines runs through August, and officials hope to squeeze even more juice from the booming industry.
The winemaking industry contributes an estimated $2 billion to the state economy, according to the wine association. In 2011, the most recent year available, Pennsylvania ranked fifth nationally in the amount of grapes grown; seventh in wine production, with more than a million gallons produced; and seventh in the number of wineries. The wine association estimates there are about 14,000 acres of grapes grown in the state.