Hollister – Several local wineries are supporting a new bill put before the state senate last month that would protect San Benito County vintners from fraudulent use of the region’s name and landmarks in wine marketing.
A similar “truth in labeling” law was created in 2000 to prevent wine companies from cashing in on the Napa County label with grapes grown in other areas. The new bill, proposed by senator Wes Chesbro, would expand such provisions to include Mendocino, Monterey, San Benito, San Luis Obispo, Santa Barbara and Sonoma. At least 75 percent of the grapes used to produce a bottle of wine with a county label would be required to come from the named county.
Josh Jensen, owner of Calera Wine Company in southwest San Benito County, is supporting the bill in order to protect county’s reputation in the wine trade.
“It prevents someone from starting a label called ‘Hollister’s Finest’ with crap from the San Joaquin Valley,” he said. “It helps honest businesses and it keeps crooks and sleazebags from cheating.”
Jensen said he sees the bill as a preventative measure and that no companies have yet tried to profit from the San Benito County label with outsourced grapes. And while San Benito doesn’t have the name recognition of Sonoma or Napa, it is gaining a reputation throughout the wine world.
“We’ve got a long way to go,” he said. “But 30 or 40 years ago Napa didn’t have that reputation either.”
A Pinot grape from the Central Valley won’t taste quite like a Pinot grape from San Benito County, said Dorothy McNett, Ridgemark’s food and wine ambassador.
“People here are using the great varieties of grapes that grow well in San Benito,” she said. “Those same varieties don’t grow as well in the Central Valley and wouldn’t taste as good.”
San Benito’s growing reputation as a quality grape growing region needs to be protected from imitators, McNett said.
“The label is important. When I’m looking for a good bottle of wine, I check the label to see where the grapes are grown,” she said. “You need to be able to see the growing region, not just a fancy or fun label.”
Local senator Jeff Denham, R-Merced, abstained from voting on the bill two weeks ago and has not taken a public stance on the proposed legislation, said Press Secretary Stacey Hendrickson.
“He’s going to talk to folks throughout the district and throughout San Benito County before making a decision,” she said.
The bill is still making it’s way through the senate and is headed to the Appropriations committee next.
Brett Rowland covers public safety for the Free Lance. He can be reached at 831-637-5566 ext. 330 or br******@fr***********.com.
