Exploring the New(ish) and Notable Attractions in California

There was a time, more than twenty years ago, when monitoring new wine brands in California seemed like a feasible task. As an early-career wine writer, I believed I had a good grip on the landscape. Fast forward to today, however, and the situation feels almost comical in its complexity.

Annually, the US Alcohol and Tobacco Tax and Trade Bureau (TTB) issues between 1,800 and 2,000 basic winery permits for California. A number of these permits are tied to new facilities from existing wine producers, rather than representing true new entrants to the market. In addition, the California Department of Alcoholic Beverage Control dispenses approximately 400 to 600 new Type-2 winegrower licenses each year, but many new brands that operate in custom-crush facilities evade this requirement altogether.

The label approval landscape is just as bustling, with TTB approving around 80,000 Certificates of Label Approval (COLAs) annually for California wines. This number encompasses not only new labels but also modifications of current ones, meaning every unique wine offered for sale requires its own approved label.

Given this intricate interplay of permits and label approvals, estimates suggest that between 250 and 600 new wine brands are launched in California each year. While some of these brands merely serve as private labels—unlikely to be noticed by the average consumer—many others signify individuals or groups embarking on a passionate endeavor to create and market their own wines.

Despite my ongoing efforts, I manage to encounter only a small fraction of these newcomers. At tastings, both public and trade-focused, I actively seek brands that pique my interest, particularly those with promising wines. I often receive samples that arrive without notice, sometimes showcasing the work of newly established projects. Conversations with winemakers or their assistants occasionally reveal hidden talents, with individuals discreetly producing wine under their own labels outside of their primary careers.

This dynamic and ever-expanding landscape of California winemaking continues to fascinate and challenge those of us within the industry.

About the Author: Chris Lehoux

Meet Chris Lehoux, an experienced wine connoisseur and dedicated blogger with a deep passion for all things wine-related. With years of expertise in the industry, Chris shares insightful wine reviews, valuable wine tasting tips, expert pairing advice, and captivating tales of vineyard visits. Join Chris on a journey through the world of wine, where every sip is an adventure waiting to be savored!