One of California’s most visible wine companies is changing its name to emphasize organic and sustainable agriculture. Starting Tuesday, Fetzer Vineyards in Mendocino County — the 19th-largest winery in the United States, according to Wine Business Monthly — will be known as Bonterra Organic Estates.
The rebranding shows the power that organic messaging increasingly holds for wine consumers, and it follows a series of moves by other mass-produced wine companies to signal their environmental stewardship. . The country’s largest winery, E. & J. Gallo, for example, recently launched a line of organic wines with its ubiquitous Black Box brand.