Paso Robles Wine Alliance names Strauss official workwear partner
Announcement marks Strauss’ first entry into the United States wine industry
– The Paso Robles Wine Country Alliance has named Engelbert Strauss the official workwear partner of Paso Robles Wine Country and the presenting sponsor of Paso Wine Fest, scheduled for May 15–18.
The announcement, made April 1, marks Strauss’ first entry into the United States wine industry. The partnership introduces the Europe-based workwear brand to the Paso Robles region through an exclusive sponsorship agreement.
“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 is part of Strauss’ ongoing expansion into North America. The brand is known for its durable, technical apparel used across a variety of industries, including construction, trades, sports, and now, 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 apparel featured throughout the four-day event, which culminates with the Grand Tasting on Saturday, May 17. The tasting will include more than 100 wineries, regional food, craft spirits, and brand activations, including the Strauss Stage.
Co-branded merchandise from Strauss and Paso Wine Fest, including hats, t-shirts, and hoodies, will be available at pasowine.com and at the Paso Robles Visitor Center.
For tickets and more information, visit pasowine.com/winefest. To learn more about the partnership, visit pasowine.com/STRAUSS.
