Brand also announced as Presenting Sponsor of Paso Wine Fest 2025
PASO ROBLES, CA (April 1, 2025) – The Paso Robles Wine Country Alliance (PRWCA) proudly announces a strategic partnership with Engelbert STRAUSS, Europe’s leading workwear brand, naming STRAUSS the Official Workwear of Paso Robles Wine Country and Presenting Sponsor of Paso Wine Fest, taking place May 15–18, 2025. The partnership marks STRAUSS’ first entry into the U.S. wine industry and aligns the brand with the hard work, innovation, and craft that define Paso Robles.
This first-of-its-kind partnership unites a globally recognized workwear brand with a wine region in a comprehensive and exclusive sponsorship. For Paso Robles, it underscores a commitment to celebrating the people behind the wine—the vineyard crews, cellar workers, and hospitality teams whose grit and passion bring each bottle to life. For STRAUSS, it signals a bold expansion into a new U.S. sector that reflects its core values.
“To be the official workwear of Paso Robles Wine Country means more than just outfitting crews—it means honoring the hands-on work that defines this region,” said Joel Peterson, Executive Director of the Paso Robles Wine Country Alliance. “It’s about showcasing durable, high-performance gear that mirrors the resilience and pride of our community. We’re thrilled to partner with STRAUSS and excited to bring their energy and craftsmanship into Paso Robles.”
The year-long partnership also supports STRAUSS’ continued growth in North America. Known for its durable, technical apparel, STRAUSS has built a legacy of supporting professionals across demanding industries—from construction and trades to sports—and now, viticulture and winemaking.
"At STRAUSS, we hold a deep respect for craftsmanship, innovation, and the strength of community — values that are clearly woven into the fabric of the Paso Robles winemaking community," said Henning Strauss, CEO of Engelbert STRAUSS. "The passion and precision that define Paso’s winemakers resonate with our own approach to creating high-quality products. It’s not about being the biggest, but about striving to be the best — and we’re proud to support a community that shares that spirit."
Paso Wine Fest attendees will see STRAUSS gear in action throughout the four-day event, culminating in the Grand Tasting on Saturday, May 17, featuring over 100 wineries, regional food, craft spirits, and brand activations—including the STRAUSS Stage. As part of the partnership, co-branded STRAUSS x Paso Wine merchandise—including hats, t-shirts, and hoodies—will also be available at pasowine.com and at the newly opened Paso Robles Visitor Center.
For tickets and festival details, visit pasowine.com/winefest. To learn more about the partnership, visit pasowine.com/STRAUSS.
ABOUT PASO ROBLES WINE COUNTRY ALLIANCE
The Paso Robles Wine Country Alliance is the official trade and marketing organization that represents wineries, growers, and businesses in the Paso Robles American Viticultural Area. Centrally located between San Francisco and Los Angeles on California’s Central Coast, Paso Robles Wine Country encompasses more than 40,000 vineyard acres and 200 wineries. For more, visit pasowine.com.
ABOUT ENGELBERT STRAUSS
Engelbert STRAUSS, or simply STRAUSS, is a third-generation family business based in Biebergemünd, Germany. Recognized for its iconic ostrich logo (Strauss means ostrich in German), the company is one of the world’s leading workwear manufacturers. STRAUSS pioneered the modern style of technical, functional, multi-pocket workwear now seen in workshops, job sites, and farms across Europe. After over a decade of shooting commercials in Los Angeles, STRAUSS officially entered the U.S. market in 2023. The brand now ships nationwide, with a flagship store in Venice, California, and a strong presence at trade shows across the country. For more, visit STRAUSS.com.
MEDIA CONTACTS:
Christopher Taranto, Communications Director – Paso Robles Wine Country Alliance
Email: ctaranto@pasowine.com | Phone: (805) 239-8463
Meghan Davis – Engelbert STRAUSS
Email: media@strauss.com