In 1999, Texas wine was on the rise, especially in the Hill Country. With new tasting rooms popping up from Dripping Springs to Fredericksburg, eight visionary wineries gathered together to create the Texas Hill Country Wineries (THCW) association. From the outset, the association’s goal was to spotlight its wineries and encourage visitors to come out to the tasting rooms while championing the excellence of Texas wines.
One of THCW’s significant contributions to Texas wine tourism is the creation of its Wine Trail Events. The original group of eight wineries planned its first event for April 1999 with the Wine & Wildflower Trail. From the first meeting in February to the launch of the event, the group of wineries had doubled to 16 and knew it had to keep growing. Over the years, four other events were added—Harvest Wine Trail, Texas Wine Month Trail, Christmas Wine Trail, and Wine Lovers Trail.
THCW continues these trails today, which have evolved into Passport Events and are now fully digital. A virtual ticket allows wine lovers to visit more than 40 wineries during the event, where they can taste at up to four wineries per day and discover the diverse grape varieties and wine styles the region has to offer. In addition, THCW publishes an annual brochure and wine map, with information and events constantly updated on the website.
THCW has continued to grow its outreach to wine enthusiasts across Texas with collaborative winemaker dinners in the Hill Country as well as traveling road shows that bring Hill Country wines to Austin, Houston, Fort Worth, and San Antonio.
Today, THCW has 64 member wineries. With the rapid growth of the industry, THCW realized a need for industry support and education. In 2004, the Hill Country Wine Symposium was established to bring industry members together for two days of networking and education, with seminars and panels on topics related to the vineyard, tasting room, winemaking, and marketing.
Expanding on the symposium, THCW hosts other smaller industry events throughout the year, focused on tasting rooms, events, wine clubs, and more. In line with its commitment to education, THCW established the Hill Country Wine Scholarship Fund in 2015, supporting Texas students pursuing degrees or certifications in viticulture, enology, wine business, and hospitality. To date, THCW has awarded more than $90,000 to over 50 deserving students, contributing to the growth and development of the Texas wine community.
Reflecting on the association’s journey, THCW executive director January Wiese shares, “It’s been great to see the association grow and evolve since I became involved 15 years ago. I am excited for continued growth in our region and the organization in the years to come.”
As THCW celebrates 25 years of excellence, the organization looks forward to continuing its mission of promoting outstanding Texas wines and providing unforgettable experiences for wine enthusiasts. Rooted in the trailblazing spirit of Texas’ founding winemakers, the industry’s award-winning wines, unmatched hospitality, and modern innovations continue to bloom, solidifying the Texas Hill Country as one of the country's top wine tourism destinations. Come celebrate Texas Wine Month and 25 years of wine in the Hill Country this October.
TexasHillCountryWineries.org | @texashillcountrywine