What Paso Robles CAB Collective does

The Paso Robles CAB Collective (PRCC) is a non-profit, member-governed wine industry association founded in 2012 and headquartered at 3940-7 Broad Street, #301, San Luis Obispo, California. Its mission is to educate media, trade, and consumers on the quality of Cabernet Sauvignon and red Bordeaux varietals produced in the Paso Robles AVA and to position the region as a world-class Cabernet and Bordeaux wine source. PRCC represents 27 member wineries ranging from boutique operations to major producers (DAOU Vineyards, J. Lohr Vineyards & Wines, and JUSTIN Vineyards & Winery are founding members), out of a regional ecosystem of more than 300 wineries and 40,000 vineyard acres. Operations are coordinated through a board of directors and committee structure covering viticulture, sustainability, membership, and sponsorship.

PRCC's core offering is a portfolio of programs rather than a unified product. Membership-based networking and education includes the annual CAB Camp (a 3-day immersive trade/buyer experience) and CABs of Distinction events. Sustainability programs include the Sustainable Agriculture Action Plan, the One Block Challenge regenerative farming initiative, and 24 site-specific sustainable agriculture plans underwritten by the 2023 CDFA Conservation Agriculture Planning Grant. Marketing initiatives center on earned media outreach via PR partner Parker Sanpei & Associates and culminate in the May 2026 national launch of Paso Robles Wine Month, a coordinated retail/restaurant activation backed by national grocery chains and travel/hospitality partners including Travel Paso and JW Marriott Anaheim Resort. There is no proprietary technology platform; AI capability is limited to a partnership with Tastry for external flavor and sensory analysis.

PRCC's revenue mechanics rest on three streams: recurring membership dues from the 27 member wineries, a tiered corporate sponsorship program (Title, Merlot, Cab Franc, Malbec, Petit Verdot), and competitive public-sector grants. Cumulative grant funding exceeds $1.2 million, anchored by Western SARE ($14,988, 2022), CDFA ($248,000, August 2023), and USDA Value Added Producers ($250,000, 2024). Day-to-day execution is led by Executive Director Linda Sanpei (also CEO/Founder of Parker Sanpei & Associates) and a 2025 Board of Directors that includes representatives from DAOU, McPrice Myers, JUSTIN, J. Lohr, Hope Family Wines, Robert Hall Winery, LXV Wines, and Allegretto Wines.

Name

Paso Robles CAB Collective

Legal name

Paso Robles Cab Collective

Website

https://pasoroblescab.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

The Paso Robles CAB Collective is a non-profit, member-governed association of 27 wineries producing Cabernet Sauvignon and red Bordeaux varietals in the Paso Robles AVA, focused on trade education, sustainability programs, and regional marketing including the CAB Camp event series and the 2026 Paso Robles Wine Month national campaign.

Ownership category

akta.pro rank

Headquarters

HQ city

San Luis Obispo

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Membership dues: The PRCC is a non-profit organization governed by member wineries. Member wineries pay dues to participate in the collective, gain access to networking, marketing, and promotional resources, and benefit from shared initiatives that raise the tide of recognition for the region's wines.
2. Sponsorship revenue: Corporate sponsors at various tiers (Title Sponsor, Merlot, Cab Franc, Malbec, Petit Verdot) support the organization in exchange for marketing exposure, sponsor events, and promotional opportunities. Sponsorship packages are offered at a range of budget levels.
3. Grant funding: PRCC has secured competitive grants including a $248,000 Conservation Agriculture Planning Grant from the California Department of Food and Agriculture (2023), a $250,000 USDA Value Added Producers Grant with matching funds raising total project value to $500,000 (2024), and a $14,988 Western SARE grant (2022). Total grant funding secured exceeds $1.2 million.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

The Paso Robles CAB Collective is a non-profit industry association that promotes Cabernet Sauvignon and red Bordeaux varietals from the Paso Robles AVA. It delivers this through a 27-winery member network, flagship trade education events (CAB Camp, CABs of Distinction), national consumer awareness campaigns (Paso Robles Wine Month, launching May 2026), and sustainability programs (Sustainable Agriculture Action Plan, One Block Challenge). Revenue is generated from membership dues, multi-tier corporate sponsorships, and competitive grants.

Product overview

The Paso Robles CAB Collective (PRCC) is a non-profit grassroots organization formed in 2012 to promote the Paso Robles AVA's potential for producing superior-quality Cabernet Sauvignon and red Bordeaux varietals. Rather than a unified software product, the organization offers a membership network of over 24 member wineries, educational programs including CAB Camp and CABs of Distinction events, sustainability initiatives like the Sustainable Agriculture Action Plan and One Block Challenge, and marketing campaigns such as Paso Robles Wine Month. The collective serves as a platform for trade education, media outreach, and consumer awareness for its member wineries.

Differentiator

Problem solved

Functional benefit

Products and services

• CAB Collective Membership Network A network of Paso Robles AVA wineries producing Cabernet Sauvignon and red Bordeaux varietals, providing member wineries opportunities for collaboration, education, and collective marketing. Membership includes 27 wineries (DAOU, J. Lohr, JUSTIN as permanent founding members).
• CAB Camp Annual immersive 3-day experience for wine buyers from top retailers and restaurants, providing deep dives into the Paso Robles AVA and its Cabernet and Bordeaux varieties through tastings and winemaker interactions.
• CABs of Distinction Annual trade and media events showcasing the best Cabernet Sauvignon and Bordeaux wines from Paso Robles member wineries, including tastings and educational symposiums. Includes the CABs of Distinction Grand Tasting and Iconic CABs of Paso Robles walk-around tasting formats.
• Paso Robles Wine Month National campaign launching May 2026 to promote Paso Robles wines and culture, targeting Millennials and Gen Z through coordinated in-store activations at national grocery chains and independent retailers, restaurant partnerships, and digital engagement.
• Sustainable Agriculture Action Plan (SAAP) Pilot document for sustainable Cabernet and red Bordeaux wine production in Paso Robles, addressing climate change mitigation, organic transition, pollinator habitats, pest management, water use optimization, and carbon sequestration across 24 site-specific vineyard plans.
• One Block Challenge Regenerative farming movement campaign led by PRCC to uplift vineyards through sustainable grape growing practices across member wineries.

Quantifiable outcome

• Secured over $1.2 million in grants for regional sustainability and marketing initiatives
• +4 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• Parker Sanpei & AssociatescoreGTM or Marketing PartnerParker Sanpei & Associates serves as the PRCC's public relations and media partner. Linda Sanpei, CEO & Founder, manages media inquiries and provides PR support for the organization. Contact: [email protected], 805-543-2288.
• Paso Robles Wine Country Alliance (PRWCA)coreStrategic or Co-development PartnerPRWCA is a key partner in the national Paso Robles Wine Month initiative (May 2026). PRWCA offers extensive visitor resources, an interactive tasting map, and is the hub for wine country planning information in Paso Robles.
• Travel PasocoreGTM or Marketing PartnerTravel Paso collaborates with PRCC on the national Paso Robles Wine Month campaign and provides the Paso Robles Discovery Guide and visitor information for the region. Travel Paso is also a sponsor of the PRCC.
• Bay Cities PackagingminorGTM or Marketing PartnerBay Cities Packaging is a collaborator on the national Paso Robles Wine Month initiative. They are also the Title Sponsor of the PRCC. The partnership supports packaging and promotional aspects of the campaign.
• SommFoundationminorStrategic or Co-development PartnerSommFoundation collaborated with PRCC and Global Diagram of Wine to create CAB Camp and the inaugural Virtual CAB Camp (2020), providing sommelier and Master Sommelier participation in educational programming.
• Global Diagram of WineminorStrategic or Co-development PartnerPartnered with PRCC and SommFoundation to create the Virtual CAB Camp educational series (2020) and ongoing CAB Camp programs, providing access to a network of wine professionals and educational content.
• Dairy Creek Golf Course / Shabang Music & Arts FestivalminorGTM or Marketing PartnerPRCC is the exclusive wine sponsor of the 2026 Shabang Music & Arts Festival taking place May 2 & 3, 2026 at Dairy Creek Golf Course in San Luis Obispo, CA. Seven PRCC member wineries will be featured at the festival.

Scale indicators7 records

Recent moves6 records

Expansion highlights7 records

Regional players

• Calaveras Wine Alliance: Smaller-scale Sierra Foothills wine trade alliance promoting regional wineries and events — directly comparable non-profit trade-body model to PRCC, but operating in a smaller, less Cabernet-centric region.

Direct peers

• Napa Valley Vintners: The premier California wine trade association, Napa Valley Vintners is a non-profit association of 500+ Napa wineries that conducts trade education, events (e.g., Auction Napa Valley), marketing, and advocacy — the closest functional analog to PRCC, just at much larger scale.
• Washington State Wine Commission: State-level wine promotional organization for Washington State, conducting marketing, trade education, and research — directly comparable non-profit / quasi-public trade-body model to PRCC, at state rather than AVA level.
• Willamette Valley Wineries Association: Non-profit trade association promoting Willamette Valley (Pinot Noir-focused) wines via events, trade education, and DTC marketing — analogous single-AVA trade-body structure to PRCC, with similar event and member dues economics.
• Sonoma County Winegrowers: Trade and marketing organization for Sonoma County growers and wineries, with a focus on sustainability standards and regional branding — a directly comparable non-profit trade-body model to PRCC, at larger scale.
• Finger Lakes Wine Alliance: Non-profit trade association of Finger Lakes wineries focused on regional promotion, events, and varietal (Riesling) advocacy — directly analogous trade-body model to PRCC at smaller scale and different varietal focus.
• Oregon Wine Board: State-mandated wine promotion and research body for Oregon, funding marketing, viticulture research, and education — comparable non-profit governance model to PRCC, operating at state level across all varietals.
• Santa Barbara Vintners: Regional non-profit wine trade association for Santa Barbara County wineries, offering events, advocacy, and consumer marketing — directly comparable mission and operating model to PRCC in a neighboring California region.
• Walla Walla Valley Wine Alliance: Wine trade alliance for Walla Walla Valley wineries that runs collective marketing, trade tastings, and consumer events. Directly comparable in structure and mission to PRCC, but in a different varietal (Cabernet/Bordeaux) and geography.
• Paso Robles Wine Country Alliance (PRWCA): PRCC's sister organization representing all 300+ Paso Robles AVA wineries across varietals. PRWCA runs visitor marketing, the interactive tasting map, and destination promotion — directly comparable trade-association model in the same geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCd6dcddSgdiBHDsIO_eciVQ
• Facebookfacebook.com/PasoRoblesCABCollective
• Instagraminstagram.com/pasoroblescab

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Paso Robles CAB Collective