Joel Peterson is a seasoned marketing and communications leader with more than 20 years of experience in the wine and beer industries. As CEO of the Paso Robles Wine Country Alliance (PRWCA), he leads an organization representing over 200 wineries and 500 businesses, advancing initiatives that promote, protect, and elevate Paso Robles Wine Country.

After earning his degree from the University of Arizona, Peterson began his career in film production in Los Angeles before transitioning into the wine industry in 2003. He has held roles with L’Aventure, JUSTIN, and Hope Family Wines, later worked in public relations for wineries and regional associations, and helped lead marketing efforts at Firestone Walker.

Deeply committed to his community, Peterson has served 12 years on the Paso Robles School District Board and is a board member of the Central Coast Economic Forecast. He lives in Paso Robles with his wife Dagny, and their two daughters.