Because many of its members who only grew grapes now have both vineyards and wineries, the Washington Association of Wine Grape Growers (WAWGG), is now the Washington Winegrowers Association (Washington Winegrowers for short).
The name “winegrowers” has been used as verbal shorthand for the longer, former name (Washington Association of Wine Grape Growers) with the term being used to describe a person who owns a vineyard and makes wine.
The association unveiled the new look during its annual meeting in Kennewick earlier this year, says Vicky Scharlau, Executive Director of Washington Winegrowers, who pointed out the practical nature of the rebranding.
“People from all over the country are taking notice of Washington State with investors from both the supply side and production side expanding,” she says.“The new name and logo are merely reflective of industry growth and natural changes.”
The change is comprehensive. The brand evolution process includes a new name, tagline, and logo — all mission-driven.
“Our goal is to enhance industry performance,” Scharlau says. “Our new name and logo is just part of a larger journey to become more mission-driven in everything we do, to help members and the broader industry.”
The process began nearly two years ago with the Board of Directors looking to better meet the demands of a growing industry.
The Washington Association of Wine Grape Growers was established in the 1980’s and the association, now Washington Winegrowers, focuses on serving as the industry’s synergistic leader — through advocacy and education — for growers, vintners, partners, and policymakers.
“For over 30 years, the association has served the unique and shared interests of those who produce wine and grow wine grapes,” Scharlau says. “The name change is a public acknowledgment of our intention to further the vision of our thriving industry — recognized globally — for quality wines and vineyards, supported by exceptional education and leading-edge research.”
Scharlau adds: “For growers and vintners who want to optimize their business, Washington Winegrowers is the statewide association with the strength and capability to effectively deliver consistent advocacy, education, and connectivity. Plus, as a unifying voice, we uniquely provide comprehensive solutions for the industry.”