| The history surrounding the governmental regulation of | | | | use in making their purchasing decisions. One of those |
| wine labels in the US is a a fascinating one. The | | | | criteria is tied to the use of an appellation on the label. |
| current federal agency that regulates the alcoholic | | | | In particular in many cases the use of an AVA as their |
| beverage industry is the TTB. (Alchohol & Tobacco | | | | use though not specifically defined as a quality indicator |
| Tax & Trade Bureau.) Their regulations in regards to | | | | is often seen as one. However as a result of the |
| wine labels and the specifics of the items that appear | | | | growth in the number of AVAs and their customers |
| on them are actually only about 30 years old. (In their | | | | not necessarily being familiar with the "where" of all of |
| current versions.) This includes the definition and use of | | | | them wineries have begun placing the county name |
| AVAs. AVAs first came into existence in 1980. | | | | directly below the AVA name on their labels. Doing so |
| Though 56% of all the US AVAs are in California, you | | | | acts as a further geographic guide to the consumer |
| may be surprised to know that the very first AVA is | | | | viewing that label to whom for example "Horse |
| actually in Missouri. The AVA of Augusta (in Missouri) | | | | Heaven Hills" has no meaning. (A southeastern |
| was formally established in June of 1980. Number 2 on | | | | Washington AVA) |
| the list after it is the Napa Valley AVA which was | | | | Wineries want to do whatever they can to make their |
| established in 1981. | | | | product stand out and have appeal for their audience. |
| Since then in the years spanning from 1981 til 2007 | | | | The wine label acts as the marquee for doing just that. |
| over 180 additional AVAs were established across the | | | | The use of AVAs on labels holds strong appeal to |
| country in 30 states. The current total is now at 196. If | | | | wineries as can be seen in relation to the ongoing |
| you are interested in seeing the complete list with date | | | | increase in their numbers. However until all of the |
| and full description details they can be found on the | | | | newer AVA names become household terms to the |
| TTB's website at ttb.gov/wine and following the AVA | | | | masses of wine consumers the addition of the county |
| link. | | | | name next to it may continue to be seen. |
| There are a number of factors that wine consumers | | | | |