Assembly committee advances bill to require 'American' wine labels reflect U.S.-grown grapes

Assemblymember Connolly, the author of AB 15 85, told a California Assembly subcommittee the bill would require that wine labeled "American" be made from 100% U.S.-grown grapes, aligning the "American" designation with California's existing standard for the "California" label. "When consumers buy a bottle of wine, they look at the label for vintage, varietal, and origin," said Natalie Collins, president of the California Association of Wine Grape Growers, testifying in support. "Origin is the foundation."

Supporters — including family wineries, nearly 300 letters of endorsement and numerous regional grower associations — argued the bill would protect small growers and ensure origin claims are meaningful. Gina Lisa Tamayo of Family Winemakers of California said the measure is primarily about transparency and protecting generational livelihoods: "If the label says American, it should mean 100% American grown grapes."

Opponents, led by Jeanne Bremer of the Wine Group and other industry representatives, warned the bill could have unintended consequences for consumers and certain producers. "The wine group opposes AB 15 85 for a number of reasons," Bremer said, arguing federal standards and labeling practices mean a 100% domestic sourcing requirement would conflict with existing rules and could force some products to be labeled generically as "table wine," removing varietal and vintage information that consumers value. Treasury Wine Estates' Deborah Dohman said some collaborative products blending fruit from multiple countries would lose the ability to disclose vintage and varietal under a stricter state rule.

Committee members asked whether the bill would create confusion for wines produced outside California that comply with federal law but would not meet a stricter California standard for the "American" label. Proponents said the bill would not ban blends or imports; it would only change what may be called "American" in California and give consumers clearer information.

The subcommittee voted to pass AB 15 85 to the committee on appropriations for further review; the clerk recorded that the item will be left open for added members per the roll call. The bill drew a lengthy public record of support from growers and consumer groups and formal opposition from major producer and trade organizations.