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Committee advances $3 million bill to promote New Mexico’s 400th anniversary of wine
Summary
Senate Bill 369 would appropriate $3 million to New Mexico State University (as fiscal agent for the Department of Agriculture) to build a marketing and tourism campaign and events celebrating the 400th anniversary of wine in New Mexico; committee gave the measure a 10–0 do-pass.
Senate Bill 369 would appropriate $3 million to begin preparations for a 2029 celebration marking 400 years of wine growing in New Mexico. Sponsors said funds would support branding, destination events, partnerships with hospitality and lodging partners, media buys and bilingual outreach to expand tourism and economic development tied to the state’s wineries.
Senator Brantley and co-sponsors told the committee funds would be administered through New Mexico State University as fiscal agent and coordinated with the Department of Agriculture’s agromarketing program and the tourism agency. Christopher Goblet, executive director of the New Mexico Wine and Grape Growers Association, testified the coalition represents 50 wineries and 70 locations; he projected business growth and tourism draw tied to a coordinated centennial‑style celebration.
Committee members asked about coordination with the Economic Development Department and whether the industry would provide matching funds or sponsorships. Sponsors said they had existing relationships with tourism and agricultural agencies, and the wine growers plan to pursue federal, private and sponsorship funds to augment the appropriation. Members applauded the bipartisan initiative and passed the bill 10–0 with a do-pass recommendation.
Supporters emphasized bilingual outreach to border markets and the potential for new vineyards and festivals to generate multi‑million dollar annual sales as vineyards mature and marketing takes effect.
