Petition Launched Calling for Truth in Wine Labeling
Effort aimed at protecting consumers globally, follows effort by U.S. and
European wine regions to promote the importance of location to wine

Washington, DC - In an effort to gain consumer support for the clear and accurate labeling of wine, producers from seven well-known wine regions launched the Wine Place & Origins online petition today. Aimed at wine consumers around the globe, the petition asserts the importance of location to wine and articulates the need to protect place names as a priority of consumers and wine regions alike.

"Consumers rate location as one of the most important factors in determining which wine they will purchase. Accurately and honestly stating the location of a wine's origin should be required by law to protect the consumer," said Shannon Hunt of Center for Wine Origins. "Idaho potatoes cannot be from Virginia anymore than Virginia peanuts can be from Idaho."

Grapes are grown under conditions unique to each location - land, air, water and weather. Known as "place names" - these geographic labels should only be applied to wines or spirits produced in those true, unique locations and assure consumers that a product is of a particular origin. Recently, the U.S. Supreme Court, the California Supreme Court and the California Legislature acted to protect or reinforce truth in labeling laws mandating that the correct "source," or location where wine grapes are grown be accurately cited on wine labels. These laws ensure accurate labeling and better protect the consumer.

"Wine is now a $100 billion global industry and consumers worldwide should not settle for anything but authentic, unique products. Accurate labeling is critical to ensuring consumers of a wine's unique qualities and attributes to help them make an informed buying decision," said Linda Reiff, executive director of Napa Valley Vintners. "Consumers have a right to know that any wine that carries the name Napa is indeed from the Napa Valley Appellation."

A new national survey released last week shows that an overwhelming majority of consumers understand that location matters. Conducted by Fairbank, Maslin & Associates, the poll's key findings include:

> 85% believe that the region or location where a wine comes from is an important factor in their decision to buy a particular bottle of wine.

> 81% agree that wines should only be allowed to use a specific geographic location on their labels if they are actually made in that location.

> 78% agree that the region or location from which wine comes is extremely important in determining its quality.

The online petition gives voice to these consumers who are clearly concerned about wine authenticity. By signing the petition, consumers are demanding clear and accurate labeling, stating that "We, as wine consumers, want clear label laws. This ensures we know where our wine comes from and protects the integrity of wine growing regions worldwide."

The petition was initially signed by the seven regions of Champagne (France), Jerez (Spain), Napa Valley (California), Porto (Portugal), Oregon, Walla Walla and Washington State and follows their historic adoption of a set of joint principles to protect wine place names on July 26, 2005---the Joint Declaration to Protect Wine & Place.

The Wine Place & Origins online petition can be found at www.protectplace.com and is available for signatures beginning today.

Read below what other supporting wine regions are saying about the Wine Place & Origins petition.

"This effort comes at a time when there is a growing concern about mislabeling in the United States. Consumers, in particular, have the right know that the label on the bottle accurately reflects the place and origin of the wine inside," said Robin Pollard of the Washington Wine Commission. "It is simply not fair to mislead consumers."

"It is significant that wine regions from around the world have come together in an effort to protect the "place names" associated with many of the world's finest wines. These distinctive characteristics cannot be replicated nor copied," said Daniel Lorson of Comité Interprofessional du Vin de Champagne (CIVC). "This petition gives consumers a chance to make their voices heard on that point."

"The Walla Walla Valley wine community is proud to be part of an effort that will help consumers make informed decisions about their wine selections," said Elizabeth Martin-Calder, executive director of the Walla Walla Valley Wine Alliance. "Research shows that Americans are increasingly knowledgeable about wine. They want to know that what they are buying is authentic. Making sure that wine consumers - the ultimate decision makers on this issue - have the opportunity to weigh-in only strengthens the integrity of our industry."

"Global consumers understand what a powerful role location plays in shaping the unique characteristics of the wines that they love. This petition gives voice to those who feel authenticity and integrity in wine labeling is critical," said Cesar Saldana of the Consejo Regulador de las Denominaciones de Origen Jerez-Xeres-Sherry.

"Over the last 18 months, we've seen a real change in interest and concern on this issue in the United States. Clearly from a trade, legal, and legislative perspective, more and more people are realizing there's a problem. And indeed, from a consumer protection point of view, it's essential we all work together to address it," said Jorge Monteiro of Instituto dos Vinhos do Douro e Porto (IVDP). "Hopefully the petition will be yet another stride toward advancing the discussion on name protection."

"The Oregon wine industry has been adamant about strict labeling regulations for more than 30 years and we are honored to be a part of this global partnership," said Ted Farthing, executive director of the Oregon Wine Board. "Oregon, as well as the other wine regions participating in this petition, understands the tremendous value of place and wine origin. We have all spent considerable time and energy to educate wine consumers on the unique qualities of our wine. This initiative will further those efforts and give consumers an opportunity to voice their support."


Contacts:
Napa Valley Vintners
Terry Hall
707-968-4217

Center for Wine Origins
Laura Lightbody
202-777-3559
llightbody@clsdc.com