May 29, 2025 (Ukiah, CA) — Mendocino Winegrowers, Inc. (MWI) is excited to announce Diego Mendoza as the organization’s new Executive Director. MWI, a 501c6 focused on supporting the grape growers and winemakers of Mendocino County through education and marketing initiatives, hired Mendoza earlier this month after the previous ED announced her resignation due to a move out of the area.
Mendoza is a Mendocino county local with deep ties to the wine industry: he grew up watching many of his family members at work in the vineyards, and his strong community ties and love for his home county make him a natural fit for the role. His technical abilities, marketing acumen, and long-standing goal of giving back to the community that raised him are among a few of the reasons he was selected. Mendoza is the founder of Mendozino, a marketing and creative services agency, and has experience as an IT and network engineer with a focus on improving communications, integrating technology, and streamlining systems.
“The hiring committee was so impressed with Diego; it was clear he had given a lot of thought to what he could bring to the position and how he could help evolve the organization,” says MWI Treasurer Chris Buchanan, who is also the owner and winemaker of Terragena Wine.
Mendoza is starting from a sprint as one of the flagship events of the organization, Taste of Mendocino, is coming up on Saturday, June 28 at the Wyndham Garden Inn in Redwood Valley. This beloved annual event invites locals and visitors alike to savor both the wine and culinary culture of one of California’s most iconic wine regions, at a fraction of the price one might pay at a similar event in Napa or Sonoma counties.
The selection of Mendoza as the new ED is important both for the success of Taste of Mendocino and for the future of MWI as the wine industry continues to face strong headwinds amidst declining consumption, increased tariffs, and the impacts of climate change. “Diego has a unique perspective which allows him to see the big picture while also generating clear and actionable goals to elevate the image and reach of Mendocino,” says Buchanan. “This is not the time for anyone in the industry to settle for how things have always been done; this is a time to push ourselves to grow and evolve, and Diego is going to help MWI do just that.”
The recent designation of Mendocino County by Wine Enthusiast magazine as the American Wine Region of the Year is an opportunity to raise the bar for all producers in the county, and MWI is committed to leveraging this and all other opportunities to increase awareness of the award-winning wines being made in the region. With Mendoza at the helm, the MWI governing board is optimistic about the organization’s future.
To learn more about MWI and Taste of Mendocino, visit www.mendowine.com.
About MWI
Mendocino Winegrowers Incorporated (MWI) is a non-profit organization dedicated to promoting and supporting the vintners and grape growers of Mendocino County. With a focus on education, marketing, and sustainability, MWI plays a pivotal role in elevating the visibility of the region’s wines, both nationally and internationally.
