On September 24, 2025, the U.S. Alcohol and Tobacco Tax and Trade Bureau (TTB) finalized the designation of the Tryon Foothills as a new American Viticultural Area (AVA), a pivotal development for the region’s wine industry. This recognition underscores the distinct geographic and climatic attributes that set the area apart from neighboring regions. The AVA’s boundaries, outlined in 27 CFR Part 9, are derived from approved maps and a comparative analysis of the region’s viticultural characteristics.
The designation carries substantial implications for local wineries and businesses. Adherence to labeling standards, such as those specified in 27 CFR 4.25(e)(3), is essential to ensure that products bearing the AVA designation accurately reflect their origin. This necessitates precise attention to detail, particularly for entities that depend on geographic specificity to distinguish their offerings.
The final rule, effective 30 days after publication, emphasizes the necessity of aligning practices with updated federal guidelines. Businesses must now ensure their branding and labeling meet rigorous standards of accuracy and compliance.
Final Rule Signed: September 24, 2025
Administrator: Mary G. Ryan
Assistant Secretary: Kenneth J. Kies
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