Paso Robles Wine Country Alliance (PRWCA), a cooperative marketing alliance of more than 500 wineries, growers and businesses in the region, selected Nuffer, Smith, Tucker (NST) as its PR agency of record, marking the beginning of a strategic partnership aimed at elevating the wine region’s profile among travelers.
NST, with more than 50 years of experience representing agriculture clients like the Dairy Council of California, California Department of Food & Agriculture, California Prune Board, and the California Walnut Board and Commission, along with consumer brands such as McDonald’s of Southern California, WD-40 Company and EōS Fitness, brings a fresh yet seasoned perspective to the wine tourism space. The agency’s appointment by PRWCA signals not only a new chapter for the wine marketing organization but also an exciting milestone for the firm as it plants its flag in the tourism industry.
“We’re excited to partner with NST to help share the story of Paso Robles Wine Country,” said Joel Peterson, PRWCA executive director. “They bring the right mix of roll-up-your-sleeves ag experience and smart brand storytelling—plus, being California-based means they understand the land, the lifestyle, and the people who make this place special.”
While known for its deep roots in agriculture, NST has long helped clients grow meaningful connections with consumers. The agency now brings that same thoughtful, hands-on approach to tourism clients—starting with Paso Robles Wine Country Alliance. The San Diego-based agency will lead public relations efforts, managing strategic media and influencer relations to introduce the region to new audiences.
“Our extensive work in the agriculture and consumer products industries gives us a unique perspective on connecting with consumers whose values and preferences are constantly evolving, “said NST President and Partner Teresa Siles. “We’ve helped major brands navigate these shifts, and our insights translate seamlessly to the tourism space. By understanding what drives today’s audiences — from sustainability to authenticity — we craft strategies that resonate across industries.”
For more information on NST’s services, visit nstpr.com.
