Sonoma County Winegrowers, the trade organization historically focused on supporting the region’s grape growers, announced a reorganization this week to shift more of its attention to local wineries.
Jennifer Dieckmann, the organization’s chief operating officer, has been named executive director, taking over day-to-day operations from chief executive officer Karissa Kruse.
“I’ll be out in the community more, meeting with our partners and making decisions at a higher level,” said Dieckmann, who has worked for the Winegrowers since 2021. “I’m very excited and think the change will set us up for success.”
Kruse, who will remain CEO, is refocusing on building national partnerships to promote Sonoma County’s wine region while working to expand market demand for local wines.
“Ten years ago, our board wasn’t talking about helping wineries sell wine — it was all about promoting our grapes,” Kruse said. “But in order for us to be successful today, we need to help our winery partners move through their inventories, find new markets and help the bulk marketplace. If we do that, we’ll increase their ability to buy Sonoma County grapes.”
In 2025, California crushed between 2 million and 2.5 million tons of wine grapes, a 25-year low according to Turrentine Brokerage in Novato. In response to the sluggish wine market, many producers have scaled back production, leaving growers with unsold fruit and an oversupply of wine on the bulk market.
To balance supply and demand, growers have been pulling vines across the state, with 38,000 acres removed between October 2024 and August 2025. In Sonoma County, 2,700 acres were pulled, while 3,100 acres were removed in Napa County.
“We’re going to be laser focused on taking grape grower investments and dollars and looking for ways to create wine sales and business opportunities for the wineries buying Sonoma County grapes,” said Kruse. “We’ve been fortunate over the past two years to match our grower assessments with grant dollars and sponsorships.”
While other local wine trade groups, like the Sonoma County Vintners, have been forced to cut programs and staff in recent months, the Winegrowers have experienced modest growth.
Last year, the organization teamed up with the San Francisco Giants to launch a Sonoma County wine club. They’re also the official wine partner of San Francisco’s Taste of the NFL during Super Bowl weekend and Pittsburgh’s Taste of the Draft in April. Both events benefit GENYOUth, a national nonprofit founded by the dairy industry that supports the nation’s school children.
“Frankly, I’ve never thought about marketing Sonoma County wine in Pittsburgh. But this is the kind of partnership we should leverage to promote our local winery partners,” Kruse said. “Going into the marketplace will create opportunities that help us all survive the next two to three years.”
Where does this leave the Vintners?
Historically, the Sonoma County Vintners has focused on promoting the region’s wineries, while the Sonoma County Winegrowers has supported local grape growers.
In November, the Vintners announced job cuts and major restructuring, raising questions about the future of the nonprofit trade organization.
Interim executive director Emilie Eliason had said the changes would allow the Vintners to “steward (its) resources wisely” while “prioritizing members and the vintner community.”
Some may feel the Winegrowers’ move to support local wineries blurs the lines between the two organizations, but Eliason insists it’s “not a conflict of interest.”
“The challenges facing our region require a willingness to work together more intentionally,” she said. “It reflects the reality that growers and wineries are deeply interconnected, and that collaboration is essential for the health and resilience of the region.”
This year, the Sonoma County Vintners plans to focus on organizational stability and building stronger partnerships across the county.
“We’re actively refining our long-term vision with a strong focus on member value, advocacy and elevating Sonoma County wines locally and beyond,” Eliason said. “The Winegrowers’ renewed approach will improve coordination across our efforts, which ultimately benefits the entire ecosystem.”
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