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A CHANGE OF NAME: The Washington Association of Wine Grape Growers has a new identity, which simplifies their message. They're the Washington Winegrowers.

Washington grape growers get new name

Originally known as the Washington Association of Wine Grape Growers, the group is now called the Washington Winegrowers.

What's in a name? That's a question that the Washington Association of Wine Grape Growers has been pondering, and when the 2017 Convention and Trade Show for the group ended in Kennewick, Wash., the group had an answer. A new name was in order for the organization.

The Washington Association of Wine Grape Growers is now the Washington Winegrowers Association — or Washington Winegrowers for short.

According to the release announcing the new name, the change is "part of a comprehensive brand evolution process with a new name, tagline and logo — all mission-driven."

Todd Newhouse, board chair, notes: "Our aim is to enhance industry performance. Our new name and logo are just part of a larger journey to become even more mission-driven in everything we do, to help members and the broader industry."

The process to change the name began nearly two years ago, as board members looked to meet the demands of a growing industry. Washington wines have gained significant traction in the U.S. market as key players have built their vineyards and brands.

The name "winegrowers" had been used as verbal shorthand for the longer former name, with the term being used to describe a person who owns a vineyard and makes wine. Vicky Scharlau, executive director of the group, comments: "Many members who once only grew grapes now have both vineyards and wineries. People from all over the country are taking notice of Washington state and investment in infrastructure from both the supply side and production side, which have exponentially expanded. Our new name and logo are reflective of the industry growth."

For more than 30 years, the association has served what it calls the "unique and shared interests of those who produce wine and grow wine grapes." The name change is a public acknowledgement of an intention to further the organization's vision, which is a "thriving industry — recognized globally — for quality wines and vineyards, supported by exceptional education and leading-edge research."

There are more initiatives under way to serve and engage members and the broader industry, including a new website and other communication tools. You can learn more by visiting wawinegrowers.org

Source: Washington Winegrowers Association

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