Thursday, September 7, 2006 1:12 AM PDT In an effort to boost consumption of California wines, the Wine Institute has joined with major retailers and restaurant chains to create programs that will feature California wines throughout September. Dozens of wineries all over the state are staging special events and promotions to tie in with these programs.

While Wine Institute has been involved in public policy matters in recent years, Robert Koch, president and CEO said, this is not a shift in emphasis. “We’re doing this to augment the work Wine Institute does on the public policy front,” he said. “Every day we (promote California wines) in Washington (D.C.). We think this fits right in with public policy.”

Years ago an industry-funded state-sponsored California Wine Advisory Board existed to promote the state’s wines, but it was inappropriate for that body to be involved in lobbying other states, so the Wine Institute was created. It not only handled lobbying duties but also conducted educational and promotional programs. However, those were phased out, and emphasis in the last couple of decades was on public policy work…

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