The Napa Valley Vintners Association has introduced a voluntary label addition – '100% Napa'.

The mark certifies that 100% of the wine in the bottle has come from grapes grown and bottled in the Napa Valley.

NVVA president Clay Gregory said, ‘The new 100% certification mark will help us protect our brand and provide a simple tool for consumers to quickly discern the true origin of the wines they purchase.’

American law currently requires any wine including the word ‘Napa’ on the label to contain at least 75% Napa Valley-grown grapes. According to Tom Shelton, president of Joseph Phelps Vineyards, the new label ‘generates an even greater sense of trust in the Napa Valley brand and demonstrates our respect for the consumer.’

A number of other wineries have already agreed to participate in the programme, including Robert Mondavi Winery, Joseph Phelps Vineyards, Duckhorn Vineyards, Lang & Reed Wine Company, Robert Pecota Winery, Dyer Vineyard, Swanson Vineyards & Winery, Schramsberg Vineyards and Lail Vineyards

The move comes at a time when California winemakers are facing a strong challenge from cheaper imports, particularly at the lower end of the market from Australia.

Written by Richard Woodham5 March 2003