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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