# Regional Wine-Focused Councils The One Voice Council Promotes Washington Wines By Kalin Ned | Published 2026-05-29 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/one-voice-council References: [linkedin](https://www.linkedin.com/company/one-voice-wa-wine/)  The One Voice Council is a newly formed independent coalition of wine industry sales executives from competing Washington State wineries and agencies, including The Mark Wine Group, [Precept Wine and Spirits](https://www.trendhunter.com/trends/albertsons-companies), Ste. Michelle Wine Estates, DeLille Cellars, Terlato Wines, and O'Neill Vintners & Distillers. The strategic initiative was launched to collectively promote Washington wine within national on-premise accounts such as upscale restaurants, hotels, and travel venues. Previously, individual Washington wineries competed for limited menu placements, often resulting in fragmented representation where a restaurant might carry only one or two bottles from the state, if any, while better-organized regions like Napa Valley or Bordeaux dominated wine lists. By pooling their national account expertise, the One Voice Council can approach major restaurant groups and hotel chains with a cohesive narrative and a broader portfolio, making it easier for sommeliers and beverage directors to justify dedicating multiple by-the-glass or bottle slots to Washington wines. Image Credit: The One Voice Council ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 12% | Activity: 13% | Freshness: 77% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Regional Collaborative Marketing:** A unified coalition model enables smaller producers to present a coherent regional narrative that can displace fragmented single-label placements on premium menus. - **Portfolio Consolidation for On-premise:** Consolidated portfolios offer beverage directors simpler selection frameworks that can shift allocation from disparate imports to curated state-centric lists. - **Statewide Wine Branding:** A coordinated state identity increases the perceived value of local appellations and creates leverage against entrenched region-dominant brands. ### Industries Being Reshaped - **Hospitality-restaurants and Hotels:** Major multi-location operators can benefit from streamlined supplier relationships that reduce procurement complexity and encourage larger, consistent on-premise allocations. - **Wine-distribution and Wholesale:** Distributors may see opportunities in offering aggregated regional portfolios and logistics solutions that optimize shelf and by-the-glass assortment for national accounts. - **Tourism and Travel Venues:** Destination marketing tied to a cohesive wine identity can enhance guest experiences and reorient travel itineraries toward emerging wine regions. ## Related on Trend Hunter - [Spring Cool-Climate Wine Releases](https://www.trendhunter.com/trends/weather-wines.md) - [Functional Low-Alcohol Wines](https://www.trendhunter.com/trends/bright-state.md) - [Wine-Focused Multi-City Experiential Tours](https://www.trendhunter.com/trends/multicity-experiential-tour.md) - [Oregon Wine Expansions](https://www.trendhunter.com/trends/oregons-willamette-valley.md) - [Volcanic Wine Conferences](https://www.trendhunter.com/trends/volcanic-wines-international.md) - [Single-Vineyard Geographical Indications](https://www.trendhunter.com/trends/vinedos-singulares.md) - [Seasonal Wine Tasting Experiences](https://www.trendhunter.com/trends/taste-the-season.md) - [Vineyard Trail Experiences](https://www.trendhunter.com/trends/yorkshire-wine-trail.md) - [Regenerative Organic Wine Releases](https://www.trendhunter.com/trends/robert-hall.md)