Why one of California’s most powerful wineries is rebranding as an organic company
One of California’s most visible wine companies is changing its name to emphasize its focus on organic and sustainable farming. As of Tuesday, Mendocino County’s Fetzer Vineyards — the 19th largest winery in the U.S., according to Wine Business Monthly — will be known as Bonterra Organic Estates.
The rebranding shows the power that organic messaging increasingly holds for wine consumers, and it follows a string of moves by other mass-production wine companies to signal their environmental stewardship. The country’s largest winery, E. & J. Gallo, for example, recently launched a line of organic wines with its ubiquitous Black Box brand.
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