The Paso Robles Wine Country Alliance is the official marketing and trade organization for the Paso Robles wine region, representing wineries, vineyards, and businesses within the American Viticultural Area (AVA). The organization promotes regional awareness, sustainability, and collaboration among local wine producers and growers. Through events, education, and the Paso Wine Fest, they foster community and attract visitors to experience Paso Robles’ diverse wine offerings and scenic vineyards.