Branding a Movement: How Pacific Northwest Marketing Elevated Women Winemakers in the Columbia Gorge AVA

Tucked between the dramatic cliffs of the Columbia River and the volcanic soils of south-central Washington, a group of pioneering women is changing the face of American winemaking. These innovative and resilient winemakers are not only crafting exceptional wines—they’re reshaping the identity of the Columbia Gorge AVA. And behind the scenes of this movement is a strategic marketing campaign developed by Pacific Northwest Marketing, led by founder Julie Burgmeier, with one goal in mind: brand White Salmon and Washington’s Columbia Gorge AVA as a top wine destination by spotlighting the region’s trailblazing women.

A Strategy Rooted in Storytelling

Pacific Northwest Marketing (formerly Skagit Marketing) created a comprehensive marketing strategy that combined storytelling, brand development, content creation, and digital outreach to shine a spotlight on the women defining the next era of wine in the Gorge. The campaign—centered around the theme “Trailblazing Women Winemakers of Washington”—was designed to capture both the diversity of the region and the bold, innovative energy of the winemakers shaping it.

The strategy included:

• A full brand and content strategy
• Video and photography production capturing the women together
• A social media campaign celebrating their stories and wines
• Targeted social advertising to draw wine tourists and enthusiasts
• Ongoing content development for websites and digital platforms
• In-depth interviews and articles showcasing the personal journeys behind the wines

“Storytelling was at the heart of everything,” says Julie Burgmeier. “We weren’t just promoting wine—we were elevating the voices of the women who are redefining what this region stands for.”

Capturing the Spirit of the Gorge

With microclimates ranging from cool, misty slopes to sun-soaked desert hills, the Columbia Gorge AVA is as diverse as it is dramatic. That diversity fuels the creativity of winemakers like Anaïs Mera of AniChe Cellars, who finds inspiration in the land’s complexity: “The Gorge is invigorating. There is no mastery of nature; we are part of it.”

The campaign highlighted this connection through cinematic visuals and immersive content, helping audiences not just see—but feel—the energy of the region.

From Lisa Wiseman’s experimental sparkling piquettes at Ridge of Wonders to Bethany Kimmel’s Gamay vermouth at Color Collector, each winemaker brings a bold vision rooted in place. As Kimmel put it: “The Gorge is a place where fire, water, air, and earth all meet. That energy flows into everything we do.”

Wine, Women, and a Wider Impact

Beyond boosting tourism, the campaign was built to drive real-world results for the community. Through partnerships with local businesses, wineries, and tourism boards, the initiative supported White Salmon’s growth as a wine destination and strengthened the visibility of the Columbia Gorge AVA on a national stage.

“Highlighting these women also meant bringing new energy to downtown White Salmon,” says Burgmeier. “From wine walks and events to web traffic and foot traffic, it’s all connected.”

The campaign not only increased awareness of the AVA but created long-term value for the region through authentic, engaging storytelling and community-centered marketing.

More Than a Campaign—A Cultural Shift

This wasn’t just about wine. It was about creating space for voices often overlooked in the industry, celebrating regenerative and sustainable practices, and forging a new identity for a region on the rise.

“These winemakers aren’t just producing great wine—they’re building community, pushing boundaries, and showing what’s possible when you lead with creativity and collaboration,” says Burgmeier.

From Instagram reels and in-depth profiles to unforgettable photography in the vines, the campaign has helped place the Columbia Gorge AVA firmly on the map—not just as a scenic wine region, but as a symbol of innovation, inclusion, and authenticity.

A Future as Bright as a Gorge Sunset

The success of this marketing initiative is proof of what’s possible when branding is rooted in real people, real places, and real stories. For wine lovers, the Columbia Gorge AVA is now a must-visit destination. For aspiring winemakers, it’s a beacon of possibility.

And for Pacific Northwest Marketing, it’s another example of how purpose-driven marketing can inspire connection, support local economies, and shift perceptions—one story at a time.

Raise a glass to the women changing wine, and to the marketing strategy that helped the world notice.