Results of a Tampa, Florida tracking study released in May reveal impressive shifts in consumer perceptions of Washington wines. The survey, administered at the culmination of a targeted, integrated two-year marketing campaign in the Tampa Bay area, registered dramatic increases in the awareness of Washington as a wine region, knowledge that Washington produces world class wines, and intention to purchase Washington wines in the future.

Cascade Strategies, contracted by the Washington Wine Commission, conducted three earlier on-line surveys among a sample size of 500 Tampa residents. The most recent study found recollections of Washington wine that were, "clearer, deeper and more vivid than in any of the earlier waves, simply off the charts," according to Cascade Strategies. Awareness of Washington wine increased from a base of 49.5% to 61%. Knowledge that the state has a large number of producers increased from 39.9% to 52.5%, and recognition that Washington produces world class wine rose from a pre-campaign low of 43.9% to 51.1%.

"We are very pleased with the outstanding survey results. They show that an intensive campaign can significantly raise the visibility and desire for Washington wines," states Robin Pollard, Executive Director of the Washington Wine Commission. "The quality of our wines speaks volumes when consumers are made aware. This campaign effectively gained their attention and left a lasting, positive impression."

The Washington Wine Commission chose Tampa as a test market to demonstrate the ability to increase demand for Washington wine outside the state via brand marketing. The marketing effort incorporated advertising, retail promotion, account-specific events, media relations and education in a hyper-focused, tightly integrated campaign. It targeted retailers, distributors, restaurateurs, media and wine consumers. The Washington Wine Commission will use the survey feedback to guide its efforts as it develops other national markets.

About the Washington Wine Commission

The Washington Wine Commission is responsible for the promotion and development of the Washington wine industry, representing more than 500 wineries, 350 wine grape growers and 31,000 vineyard acres. For more information on Washington wines, touring, and tasting opportunities, visit www.washingtonwine.org or e-mail info@washingtonwine.org.