An accomplished communications and marketing specialist and true people person, Joel Peterson has spent 20 years marketing wine and beer, and currently serves as the executive director of the PRWCA. The organization, made up of 200 wineries and 500 total businesses, leads marketing, outreach, and education efforts that promote and protect Paso Robles Wine Country.

After earning a degree from the University of Arizona, Peterson spent eight years in Hollywood working in film production. He joined the Paso wine community full time in 2003, working for several wineries including L’Aventure, JUSTIN, and Hope Family Wines. In 2013, Peterson joined Solterra Strategies, a wine-focused marketing and public relations agency, and later spent two years leading the marketing team at Firestone Walker Brewing Company. He joined the PRWCA in 2019. Peterson and his wife Dagny live in Paso Robles. He is active in the community and serves on the Paso Robles School Board.