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Walla Walla Valley Wine Alliance and Participating Partner Wineries Launch Inaugural Wine Auction for Wine Trade

April 25, 2016                                              

WALLA WALLA, WA – On April 18, 2016, the Walla Walla Valley Wine Alliance hosted the region’s first-ever wine auction at the Gesa Power House Theatre, Reveal Walla Walla Valley, increasing awareness of acclaimed Walla Walla Valley winemakers. 

Reveal Walla Walla Valley Wine is an annual auction for the wine trade, through which Walla Walla Valley winemakers create exclusive wines with either special varietal blends, unique vineyard offerings, or one time only collaborations with other wineries. Once bottled, auctioned wine lots will be labeled with Reveal Walla Walla Valley Wine branding to further emphasize the uniqueness of these one-of-a-kind wines.

“The most exciting part about Reveal is the opportunity to share the Walla Walla Valley AVA, the wines produced here, and the people behind them,” said Duane Wollmuth, Walla Walla Wine Valley Wine Alliance Executive Director.  “We are also extremely pleased to have sold all 38 lots for a combined $86,500.  This is a big success for our first year, and we look forward to gaining momentum in the years to come.” 

In a post-event survey, trade and media attendees were extremely complimentary of the inaugural Reveal event.  Specifically, attendees praised the people in the Walla Walla Valley wine industry, the schedule of events, the quality of the auction lot wines, and the auction lot prices.  When asked what they were most impressed by, answers included: “The dedication of the industry to make the event happen and the availability of winemakers to discuss wines and their wineries,” “The wine and the people,” and “The overall quality of the wines.”

All of the respondents said they were ‘extremely likely’ to attend Reveal next year, and they plan to recommend the event to business colleagues. 

Winning bidders and first-time visitors to Walla Walla, Donna and Robert Merrifield, commented after the event: “This is a magical place, the people we’ve met here are intent upon producing a product that can be appreciated everywhere and we’re happy to be part of it.”

Reveal Walla Walla Valley Wine took place over two days and attendees had the opportunity to sample library wines, participate in the auction, and dine on local cuisine alongside winemakers.  The auction event was facilitated by Ursula Hermacinski, a woman of many talents including auctioneer, author, and speaker.  

All proceeds from Reveal Walla Walla Valley Wine will benefit the Walla Walla Valley Wine Alliance, a 501c6 non-profit organization.  The funds will be put right back into marketing the Walla Walla Valley AVA as one of the greatest winegrowing regions in the world. 


The Walla Walla Valley Wine Alliance is a non-profit wine industry membership organization whose primary mission is the marketing of the Walla Walla Valley’s American Viticultural Area (AVA).  The Wine Alliance functions as the leading informational resource for consumers, media and trade interested in learning more about the Valley’s wine industry.  More information about the Walla Walla Valley Wine Alliance and its mission can be found at www.wallawallawine.com.

Duane Wollmuth
Executive Director, Walla Walla Valley Wine Alliance
duane@wallawallawine.com | (509) 526-3117 office

Ashley Riggs
Communications & Marketing Manager, Walla Walla Valley Wine Alliance
ashley@wallawallawine.com | (509) 526-3117 office

*Watch the Reveal Walla Walla Valley video*