A New Direction in Wine - Sierra Vintners

NEVADA COUNTY, CA--(Marketwire - May 19, 2011) - Members of the Nevada County winery organization, formerly known as the Northern Sierra Wine Country, today announced the rebranding of their association. The new name: Sierra Vintners.

"We recognized that our former name and brand did not effectively represent who we are as a growing and vibrant wine region," stated association President Alex Szabo, of Szabo Vineyards. "Sierra Vintners showcases us by location (between the foothills and the Sierras), and by the fact that we, as a group, encompass all facets of the wine world. From grape growers to winemakers, tasting rooms, and small production boutique wineries with uniquely blended varietals you won't find in the larger wine regions, Sierra Vintners has it all."

Since access to many of the wines from this region is somewhat limited, the best way to find them is to visit the local tasting rooms and experience them firsthand. So, the members opted to utilize their association dues to hire a marketing firm to help them establish a broader footprint in the surrounding markets.

"Although this region of winemakers has been producing terrific wines for years, we are relatively unknown outside of our area. Couple that with the fact that many people mistake our Nevada County name with the State of Nevada, and we knew a different approach was needed; thus, the reason we brought in a company that specializes in communications, outreach and awareness," said preceding association President, Mark Foster of Nevada City Winery.

The new branding campaign, "Taking Wine in a New Direction," will incorporate various methods of marketing communications such as a new website, social media tactics, events and outreach programs.

Discover the Sierra Vintners Wine Trail on Memorial Day Weekend by taking part in their self-guided tour of 15 wineries nestled in and around the cities of Grass Valley and Nevada City, California. During the Wine Trail event, guests will enjoy entertainment, music, food and tours on May 28^th and 29th. Purchase tickets for this event at www.sierravintners.com. A $15 early-bird discount is available for those who purchase tickets by Sunday, May 22^nd.

To find out more about Sierra Vintners, their wines and upcoming events, check out their new website at www.sierravintners.com and follow them on Facebook. You can also email them at info@sierravintners.com or call 530.205.3016.

About Sierra Vintners

Sierra Vintners is a partnership of wineries collaborating to promote the emerging wine region located midway between Sacramento and Reno in the Sierra Foothills.

Sierra Vintners features fifteen wineries and additional tasting rooms, offering a diverse wine experience with handcrafted and award-winning wines, rural vineyards and wineries, and downtown tasting rooms in the historic towns of Grass Valley and Nevada City, CA. For more information, visit www.sierravintners.com.