Walla Walla Valley Wine

What Walla Walla Valley Wine does

Walla Walla Valley Wine is the consumer-facing brand of the Walla Walla Valley Wine Alliance, a nonprofit membership marketing association founded in 2001 and headquartered at 10 N 7th Ave, Walla Walla, Washington. The Alliance represents nearly 150 member wineries, vineyards, and partner businesses across a 2,933-acre American Viticultural Area spanning southeastern Washington and northeastern Oregon, organized into six wine districts (Westside, Downtown, Airport, Eastside, Southside, and Oregon, including The Rocks District of Milton-Freewater). Its primary mission is to market the Walla Walla Valley wine region as a unified destination, serving dual customer sets: member wineries/vineyards/partners needing collective promotion and wine tourists and trade seeking regional information.

The Alliance's product portfolio is service- and content-oriented rather than technology-based. Core offerings include the annual Wine Guide publication, an interactive Winery Directory and AVA Maps, themed 'Wander Like a Winemaker' visitor itineraries, the Walla Walla Way storytelling platform, and three signature annual events (Fall Release Weekend, Holiday Barrel Weekend, Spring Release Weekend). Distribution runs through the wallawallawine.com website, social channels, and a logistics stack comprising eight partner touring companies and the Alaska Airlines Wine Flies Free program enabling free case-checked wine from Walla Walla or Tri-Cities airports.

The organization is funded through a mix of recurring membership dues from ~150 winery/grower/partner members, advertising revenue from the annual Winery Guide, event and sponsorship revenue, and public funding comprising tourism grants from the Port of Walla Walla plus 10% of the City of Walla Walla's lodging tax. A four-person executive team (Executive Director Heather Scott, Development Director Tracy Parmer, Marketing Manager Jaiden Eskil, Administrative & Membership Assistant Kristin Dayton) runs operations under a board of directors elected by Winery and Grower Members. According to the 2024 Economic Impact Report, the broader regional wine industry it represents generated $522 million in business sales, $167 million in wine tourism visitor spending, 573,000 winery visits, and 2,865 jobs in 2023.

Name

Walla Walla Valley Wine

Legal name

Walla Walla Valley Wine Alliance

Website

https://wallawallawine.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

1–10 employees

Short description

Walla Walla Valley Wine is the consumer brand of the Walla Walla Valley Wine Alliance, a nonprofit membership marketing association promoting the Walla Walla Valley AVA across Washington and Oregon. It serves ~150 member wineries, vineyards, and partners, running the Wine Guide, release-weekend events, themed itineraries, and tourism logistics.

Ownership category

akta.pro rank

Product category

Wine Industry Marketing Association

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Wine Tastings & Vineyard/Winery Tours (THAJAGAD)

akta.pro secondary industries

Wineries & Vineyards (Tasting Rooms) (THAFALAE), Wine & Sparkling Wine Wineries & Brands (CRADAIAB)

Keywords

• Wine region marketing
• Wine tourism promotion
• Membership association
• Wine industry advocacy
• Tasting room directory

Headquarters

HQ city

Walla Walla

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, Others

Revenue model

1. Membership Dues: Annual dues paid by nearly 150 winery, vineyard, and partner members of the Walla Walla Valley Wine Alliance
2. Advertising - Winery Guide: Annual Winery Guide advertising revenue from member wineries
3. Events and Sponsorships: Revenue from major annual events including Fall Release Weekend, Holiday Barrel Weekend, and Spring Release Weekend
4. Tourism Grants and Public Funding: Tourism grants from the Port of Walla Walla and 10% of the City's Lodging Tax Funds

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

The Walla Walla Valley Wine Alliance is a nonprofit membership marketing association that promotes the Walla Walla Valley wine region spanning southeastern Washington and northeastern Oregon. It serves nearly 150 member wineries, vineyards, and partner businesses by providing regional marketing programs, signature events (Fall Release, Holiday Barrel, and Spring Release Weekends), an annual Wine Guide publication, a winery directory and map, curated visitor itineraries, and tourism promotion funded through membership dues, advertising, sponsorships, and tourism grants.

Product overview

Walla Walla Valley Wine is the official marketing organization for the Walla Walla Valley wine region, operating as the Walla Walla Valley Wine Alliance. Rather than a single technology product, the organization offers a portfolio of services including the annual 2026 Wine Guide publication, a comprehensive winery directory and interactive map covering 135+ member wineries across six distinct wine districts, curated visitor itineraries, and signature annual events (Fall Release Weekend, Holiday Barrel Weekend, Spring Release Weekend). The portfolio also includes specialized winery experiences, downloadable AVA maps and infographics, and The Walla Walla Way storytelling platform. All offerings serve the dual purpose of promoting the wine region to visitors and supporting member wineries and vineyards through collaborative marketing.

Differentiator

Problem solved

Functional benefit

Products and services

• Annual Wine Guide Annual wine guide publication featuring winery listings, district maps, wine indexes, and QR codes providing directions across the Walla Walla Valley wine region. Distributed at member wineries, hotels, and the Visit Walla Walla tourism booth.
• Winery Directory & Map Comprehensive online listing of over 135 member wineries across six wine districts (Westside, Downtown, Airport, Eastside, Southside, Oregon) with filtering by wine offerings, days open, reservation policies, and amenities.
• Wander Like a Winemaker Itineraries Curated visitor itineraries created by local winemakers and industry professionals, offering themed experiences including LGBTQ+, Taco + Wine Trek, Oregon exploration, Corks & Clubs, Art Lovers, and Powered by Women routes.
• Winery Experiences Specialized tasting experiences offered by member wineries including cave tours, blending experiences, facility tours, vineyard excursions, cellar tastings, blind tastings, and paired dining events for wine tourists.
• Fall Release Weekend Annual event held the first full weekend in November where wineries debut their newest wines with special activities like winemaker dinners, live music, and seasonal pairings.
• Holiday Barrel Weekend Annual holiday celebration held the first full weekend in December featuring special tastings, holiday events, and the Parade of Lights in downtown Walla Walla.
• Spring Release Weekend Annual spring event held the first full weekend in May celebrating new releases with special events, live music, food pairings, and wines available only at source wineries.
• Partner Membership Program Tiered membership levels (Premier, Affiliate, Basic, Community) for businesses aligned with the Walla Walla Valley Wine Alliance, offering joint marketing opportunities, event participation, and promotional activities for hospitality, touring, financial, and community partners.
• AVA Maps & Infographics Official downloadable maps of the Walla Walla Valley AVA boundaries, vineyard sites, and infographics featuring regional wine facts and statistics for visitors, trade, and media.
• The Walla Walla Way Storytelling Hub Blog and storytelling platform featuring winemaker philosophies, place guides, wine-food recipes, and behind-the-label spotlights celebrating the people and culture of Walla Walla Valley wine.

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered premier, community, affiliate and strategic.

• Americold Cold StoragepremierStrategic or Co-development PartnerPremier partner member providing cold storage services essential for wine preservation and logistics within the region
• Bacchus & Barley Tours and TransportationpremierChannel Partner/ Reseller/ DistributorPremier partner touring company offering wine country transportation services for visitors tasting wine across the Walla Walla Valley
• Gesa Power House TheatrepremierStrategic or Co-development PartnerPremier partner entertainment venue and community cultural institution, a partner member of Walla Walla Valley Wine
• Marcus Whitman Hotel & Conference CenterpremierStrategic or Co-development PartnerPremier partner hotel providing accommodation for wine tourists visiting the Walla Walla Valley wine region
• The FINCHpremierStrategic or Co-development PartnerPremier partner boutique hotel providing accommodation services for wine visitors to the region
• The MillpremierStrategic or Co-development PartnerPremier partner restaurant providing dining services, featured in wine and food pairings at wineries including Pepper Bridge Winery
• Visit Walla WallacommunityGTM or Marketing PartnerCommunity partner providing tourism marketing and visitor services for the Walla Walla region including wine tourists
• Walla Walla Community College Institute for Enology & ViticulturecommunityStrategic or Co-development PartnerCommunity partner educational institution providing enology and viticulture education, training future winemakers and grape growers for the region
• Port of Walla WallacommunityGTM or Marketing PartnerCommunity partner providing tourism grants to support wine industry marketing efforts
• d'Vine Wine TourpremierChannel Partner/ Reseller/ DistributorPremier partner touring company offering wine tour services in the Walla Walla Valley
• Walla Walla Wine LimopremierChannel Partner/ Reseller/ DistributorPremier partner limousine wine tour service for visitors to the Walla Walla Valley wine region
• Tesla Winery ToursaffiliateChannel Partner/ Reseller/ DistributorAffiliate partner offering Tesla-based luxury winery touring experiences
• Alaska AirlinesstrategicGTM or Marketing PartnerOfficial airline partner offering Wine Flies Free program - Alaska Airlines Mileage Plan members can check one case of wine for free on flights from Walla Walla or Tri-Cities airports
• Eritage RestaurantpremierStrategic or Co-development PartnerDining partner restaurant offering cuisine paired with Walla Walla Valley wines
• The Kitchen at AbejapremierStrategic or Co-development PartnerDining partner restaurant at Abeja winery providing farm-to-table cuisine paired with estate wines
• The Marc RestaurantpremierStrategic or Co-development PartnerDining partner restaurant at Marcus Whitman Hotel offering wine country cuisine
• TMACSpremierStrategic or Co-development PartnerDining partner restaurant in Walla Walla Valley featuring local food and wine pairings

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Santa Barbara Vintners: Nonprofit trade group marketing Santa Barbara County wineries and wine trails, closely analogous in mission and scale.
• Washington State Wine Commission: State-level nonprofit promoting Washington wineries (including Walla Walla) through marketing and trade programs; overlapping geography and mission.
• Oregon Wine Board: Semi-independent state agency marketing Oregon wine and viticulture, comparable regional promotion role covering the Oregon side of the Walla Walla AVA.
• Napa Valley Vintners: Nonprofit trade association of Napa Valley wineries running collective marketing, events, and regional brand-building, directly comparable in structure and purpose.
• Paso Robles Wine Country Alliance: Nonprofit association promoting the Paso Robles AVA and its member wineries via events and tourism marketing—same membership-marketing model.
• Willamette Valley Wineries Association: Nonprofit membership marketing association promoting an Oregon wine region and its member wineries—an identical model and mission to the Walla Walla Valley Wine Alliance.
• Sonoma County Vintners: Nonprofit membership association marketing Sonoma County wineries and wine tourism, mirroring the Alliance's regional promotion model.

Others

• Visit Walla Walla: Local destination marketing organization and community partner that promotes broader Walla Walla tourism; an ecosystem collaborator rather than a wine-specific competitor.

Regional players

• Finger Lakes Wine Country Tourism Marketing Association: Nonprofit marketing a New York wine region's wineries and tourism experiences, structurally similar but serving a different territory.
• Texas Hill Country Wineries: Membership association marketing a Texas wine trail and its wineries; same nonprofit tourism-promotion model in a different geography.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/wwvalleywine
• LinkedInlinkedin.com/company/wallawallavalleywinealliance
• Instagraminstagram.com/wallawallawine/?hl=en
• Xx.com/WWValleyWine

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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 Walla Walla Valley Wine