Board votes to end four-decade run of the Monterey Vintners and Growers Association.

This week, the Monterey County Vintners and Growers Association which had promoted the local industry for over 40 years, fell silent.

The nonprofit responsible for marketing the county’s wines and vineyards, as well as lobbying on government policy issues, informed members in a letter dated Aug. 11 of the decision by its board of directors to shutter the organization. 

Scott Caraccioli of Caraccioli Cellars and spokesperson for the MCVGA board regarding the announcement applauded the directors for the decision.

"It's a sad day, but you sometimes have to do the right thing," he says. "It's difficult for all member board organizations now—especially in wine."

According to Caraccioli, "a couple" of larger operations were no longer able to keep up with dues. The resulting financial hit to MCVGA meant the organization could no longer provide the right level of value to its members.

Caraccioli calls the move a "reshuffling of the deck." There are opportunities to align with other organizations for marketing and business support.

"The people—we're not going away," he says. "Our opinions haven't changed. I'm still bulling on Monterey County."

For years MCVGA had been effective in its efforts, despite representing a region dotted with small wineries. The organization’s biggest victory came in 2015, when its lobbying at the state level resulted in the conjunctive labeling law, which went into effect in 2019.

The law requires that Monterey County or its AVAs be indicated on the label of wines produced elsewhere, if they use Monterey County grapes. 

But the organization also faced growing trouble. Grape harvest peaked in 2014, with almost 46,000 acres bearing fruit. In the year after the 2020 fires, that figure had fallen to 41,972, then to 40,200 in 2023, according to the annual Monterey County Crop and Livestock Report. Much of the fruit was sold to wineries in other California regions or out of state.

The industry faces cyclical challenges. In 2015, for instance, with the market still surging, the county’s crop brought in just under $186 million. A year later, the amount jumped to almost $239 million. The value of the 2024 crop fell to $152 million.

Within the past two years, at least five wineries or vineyards either sold, closed or put parcels on the market—part of a global decline in demand. This led to a loss of dues-paying members in MCVGA.

For years, there were signs of the impact of economic forces. MCVGA left its Monterey office in favor of an electronic presence. In July of 2024, veteran executive director Kim Stemler stepped down, replaced by Helena Welsh. After Welsh's tenure, the board took over day-to-day management.

This spring, consultants Allison Langhoff and Jennifer Hord, of A+J Partners, spoke with the Weekly about slack leadership from the organization. Although the situation was not positive, they noted, the quality of wine and winegrapes could be readily marketed if it joined forces with other regions.

“It should be an effort for the entire Central Coast,” Hord said at the time. “Paso [Robles] does a good job.”

Caraccioli agrees that the foundation is strong. "We still grow great grapes," he points out. "We still have awesome wineries."

Calls to Welsh and the MCVGA office were not returned.