Mendocino County has long been an insider’s secret—a region of rugged beauty and sustainable winegrowing practices that quietly fuels some of California’s most prestigious bottles. While consumers may not always see "Mendocino" on the label, its grapes are frequently blended into Napa and Sonoma wines, enhancing complexity and value. But as the industry shifts, so does Mendocino’s role. With more premium bulk wine available and increasing demand for organic and sustainable viticulture, the region is at a turning point. Executive Director of Mendocino Winegrowers, Bonnie Butcher, sheds light on how the county navigates bulk wine sales, vineyard management, and the evolving expectations of winemakers and consumers alike.

How does the demand from neighboring counties influence your decisions on grape allocation between bulk sales and in-house wine production?

Mendocino has often been overlooked, except by professional winemakers and accountants in the “know.” Many of our grapes are contracted for blending grapes in neighboring counties. While you may not see “Mendocino” on the label of your favorite Napa or Sonoma red, it’s common for our wines to end up in the 15% allowed by the TTB for out-of-county content. 

As the industry evolves and our region becomes more known, we hope and expect to see more and more wines labeled “Mendocino” because of the value of our sustainable wine-growing history and experience, as well as the world-class quality of the wines we produce.

Image: (Left) Mendocino Winegrowers Logo, (Right) Redwood Valley.

How do fluctuations in bulk wine demand impact your vineyard management and grape cultivation practices?

As an agile and “scrappy” wine region, our production techniques evolve as industry needs require. Generally speaking, we produce high-quality wines with sustainable methods. Winning Wine Region of the Year due to our consistent high quality indicates that we are doing something right! 

What strategies do you employ to maintain quality and consistency in grapes designated for bulk wine markets?

Many of the grapes now available for bulk wines were previously under long-term contracts by major corporate producers. Due to overall industry transitions, it is now possible for new buyers to access many of these wines for the first time. There is now also potential for longer-term production contracts. 

[[relatedPurchasesItems-62]]

Can you discuss any collaborations with external wineries that have been particularly beneficial for Mendocino's bulk wine industry?

We can’t name names, but our grapes have been commonly used to blend into the 15% out-of-county fruit in neighboring counties due to our exceptional price-to-quality ratio. 

How has the demand for bulk wine from Mendocino County evolved in recent years, particularly in relation to organic and sustainably farmed grapes?

As larger wineries have scaled back production due to economic challenges, our “blending grapes” are becoming available for flagship wines with several premium AVAs to choose from. We expect as consumers continue to expect accountability from the products they consume, demand will increase for our unique organic and sustainably farmed wines.

Image: Potter Valley AVA.

Conclusion:

Mendocino’s role in the bulk wine market is one of quiet influence—an essential, if often unrecognized, force in shaping California’s broader wine landscape. As major producers adjust their strategies and sustainability moves from a niche demand to an industry expectation, Mendocino is positioned to benefit from both its adaptability and its deeply ingrained commitment to responsible viticulture. Whether as a blending component in top-tier wines or increasingly bottled under its own name, the region’s wines continue to tell a story of resilience, quality, and thoughtful evolution.

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network

Also Read:
Mendocino Winegrowers: Sustainability, Community, and a Sense of Place
Emily Haines from Trinchero Family Estates on the Changing Landscape of Bulk Wine Sourcing
The Future of Bulk Wine: Sustainability, Market Trends and Industry Challenges