In June 2025, the Washington State Wine Commission took its message east, hosting a three-city master class tour in Pennsylvania aimed at 150 influential retail wine specialists from the Pennsylvania Liquor Control Board (PLCB) which represents hundreds of stores across the state.

Led by David Flaherty of the Washington State Wine Commission and joined by five Washington winemakers, their presentation included an introduction to Sustainable WA, Washington’s flagship sustainability certification program. Framed within the context of Washington’s naturally low-pressure growing conditions—cold winters, sandy soils, and a dry climate—the message was clear: our growers have always worked in sync with the land. And now, with a world-class program, we can be certifiably so.

But it wasn’t just about telling our story, it was about listening, too. During each seminar, Flaherty posed the same question: “Are you seeing more customers asking about sustainable or organic wines?” In every city, the response was consistent: many hands went up. Retail specialists reported an increase in consumer interest in how wines are grown and what practices stand behind the bottle.

The takeaway? Sustainability is no longer a niche concern—it’s an expectation. And Washington is ready to meet it.