2024 Association Marketing Campaign

The Michigan Wine Collaborative wrote a USDA Specialty Crop Block Grant to brand the Michigan wine industry with the Taste Michigan brand and the Cool is Hot campaign. It was a targeted campaign that hit Greater Grand Rapids and Metro Detroit. The intent was to ensure the competitiveness of Michigan grown winegrapes. As a result, more people bought Michigan wine, and Michigan growers saw incremental demand in 2022-2023 for their winegrapes.

The Michigan Wine Collaborative (MWC) is a nonprofit, member- and volunteer-based organization that supports the Michigan grape and wine industry. It focuses on marketing while serving as a conduit to research and education for Michigan's cool climate grape growers and wine producers.