Wine labels: Santa Cruz Mountains.
The enactment of AB 2694 would have a significant impact on wine producers within the Santa Cruz Mountains region. By enforcing clear labeling that highlights the origin of the wine, the bill seeks to strengthen the market position of local vintners, potentially attracting consumers interested in supporting regional products. The Department of Alcoholic Beverage Control would be empowered to revoke or suspend licenses of those who fail to comply with the new labeling mandates, reinforcing the importance of adhering to these regulations to ensure consumer protection.
Assembly Bill 2694, introduced by Assembly Member Mark Stone, aims to amend the Business and Professions Code by adding Section 25248, which focuses on the labeling requirements for wines produced within the Santa Cruz Mountains viticultural area. Specifically, the bill mandates that any wine bottled on or after January 1, 2023, and labeled with an American Viticultural Area that is entirely located within the Santa Cruz Mountains must display this designation prominently on its label, adhering to specified font size requirements based on the volume of the container. This regulation is part of a broader effort to enhance the identification of locally produced wines and their regional characteristics.
There may be potential points of contention regarding the implications of the bill on wine producers, particularly concerning the costs associated with re-labeling products to meet the new requirements. While some producers may see this as a positive step towards greater recognition of their products, others might express concerns about the administrative burden and financial implications of compliance. Moreover, the provision that allows the department to impose penalties for violations, while aimed at ensuring compliance, could be viewed as an overreach by some stakeholders in the industry.