The logo for Wine Institutes Discover California Wines campaign

The logo for Wine Institute's 'Discover California Wines' campaign

California's wine trade body, Wine Institute, has lined up a global branding campaign, featuring a new logo, aimed at raising exports.

The 'Discover California Wines' campaign, announced earlier this week, will feature images of landmarks, vistas, cuisine and lifestyle traditionally linked to the state, Wine Institute has said.

The push, the financial details of which were not disclosed, will include print advertising, point of sale materials, wine region maps, brochures, trade show displays, a video presentation and digital and social media component. These tools have been made available to California's winemakers, importers, retailers and restaurateurs to promote California wine overseas.

Elements of the campaign will debut at the Prowein, The London International Wine Fair and Vinexpo trade fairs this year.

"The … campaign gives our international representatives the tools they need to build California wine sales exponentially around the globe," said the organisation's president and CEO, Robert Koch. "We are setting an ambitious goal of more than doubling California/US wine exports to US$2bn by 2022."

California produces 90% of the US' wine exports, which generated sales of $912m in 2009.