The CWI has hired Aurelia PR after a three-way pitch staged last month to handle an account that CWI's UK director John McLaren said had switched from 'predominantly trade to predominantly consumer lifestyle'.
The organisation - which brings together the resources of almost 900 Californian wineries to promote them generically - formerly retained Jervis Read Public Relations for three years until last December.
'We have a great advantage in that California is seen as a lifestyle destination. This gives us a head-start against places such as Chile,' said McLaren.
The CWI - which originally spoke to around ten agencies around the turn of the year - is supported by organisations ranging from major brands such as Ernest & Julio Gallo to boutique wineries.
Aurelia managing director Alix Robson said she heads a three-strong account team, which will increase in size depending on which events get the go-ahead.