photo credit: Vansa Wilson
A vineyard at Thomas Fogerty Winery in Woodside.

The Santa Cruz Mountains Winegrowers Association launched a new wine district this week to increase interest in wines produced in Santa Cruz, San Mateo and Santa Clara counties.

The new Santa Cruz Mountains Heritage District is located within the Santa Cruz American Viticultural Area, which comprises approximately 1,600 acres of vineyards and more than 70 wineries producing pinot noir, cabernet sauvignon, chardonnay and other varietals.

The district was created to build a stronger brand and attract more tourists to the area at a time when many of the AVA's growers and winemakers -- most of them small businesses -- are struggling with rising costs, including tariff impacts, and decreasing wine sales, according to the association.

To participate, businesses must pay an assessment fee, which in turn will fund marketing and other economic development activities, the association said.

Jim Cargill, winemaker and chief operating officer of House Family Vineyards in Saratoga, said it's the right time for the new program.

"We have been one of the best-kept secrets of the wine world throughout our 175-year history of winemaking and grape growing," he said. "Now is the time in our evolution that we have chosen to strengthen our voice with resolve to let the world know the Santa Cruz Mountains AVA makes world-class wine."

More information about the Santa Cruz Mountains Heritage District is available at https://winesofthesantacruzmountains.com.