Editorial
Popping the cork

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The Washington wine industry has been growing like a grapevine in the Yakima Valley under 300 days of sunshine a year.

In 1981, the state had just 19 wineries. Today, there are more than 300 — many producing wines judged among the world's best. The industry contributes about $2.4 billion to the state's economy. The industry, despite the speed of its development, has done almost everything right. Five years ago, it was self-disciplined enough to form the first North American organization devoted to developing industry standards in wine-making and labeling. It has also worked with Washington State University to ensure a supply of disease-free plants and create a wine grape-growing and wine-making program.

Now it's time to push out.

This week, the Washington Wine Commission announced a new branding campaign that its members hope eventually will make Washington wines as world-renowned as Washington apples.

But first they have a few common misunderstandings to clear up — about the rain that Seattle is famous for and to distinguish between Washington state and the nation's capital.

The new logo depicting a sun over a grapevine shows what state residents already know — that most Washington wine grapes are grown with abundant sun outside of the rainy Puget Sound. The campaign's tagline drives the message home: "Washington State: The perfect climate for wine."

The logo will be used to brand other events associated with Washington wine, like Taste Washington and the Auction of Washington Wines. The new logo is just the start of a three-year campaign. Print advertisements are running around the state, driving home the point that Washington's wine region rivals those of France.

Next up is pushing out beyond the Northwest to sell more wines and attract more wine tourists.

The commission, and industry members, have done a good job of building an industry with all the right elements that support quality. With the simple, elegant image and the new campaign, it is poised to better tell Washington's wine story outside the region.