Vintners in the Temecula area should focus their efforts on bringing more tourists to the area rather than trying to penetrate the outside retail market, two experts are expected to tell Wine Country growers Thursday evening.

Tony Correia, founder of a farm appraisal firm specializing in wine groves, and Stephen Rannekleiv, a vineyard and winery specialist with Rabobank's food and agribusiness research group, are scheduled to speak to a gathering of local grape growers and winemakers at the Leonesse Cellars Barrel Room on De Portola Road, just east of the Temecula city limit.

"For small labels to enter distribution channels, it's an uphill battle," said Correia. "Attracting tourists, getting them to sign up for the wine clubs ---- that is a much more viable business plan. It's really brutal in the main distribution channels."

Correia compared the Temecula Valley to the wine growing area near Paso Robles, where, he said, "small wineries offer great products." Among other tactics, he said, the Paso Robles-area wineries market the area very successfully with various wine events.

About 10 percent of Temecula Valley wine production is sold outside the area, according the Temecula Valley Winegrowers Association. Most valley wine is sold at the wineries or through wine clubs they operate.

Output is growing in the Temecula Valley ---- wine grape production in 2008 totalled $4.5 million; up from $4 million the prior year, according to the Riverside County Agricultural Commissioner. Figures for last year are not yet available.

A group of local winemakers had planned a trip to China in March with 3rd District Riverside County Supervisor Jeff Stone, but the trip was cancelled late last month after negotiations on prices broke down.

Although disappointed at the collapse of the trip, winery owners said they will renew their focus on the local market. Only a small percentage of the roughly 20 million people in Southern California have tried Temecula Valley wines, said Bill Wilson, president of the Temecula Valley Winegrowers Association.

Both Rannekleiv and Correia said high-end wine sales have suffered more in the recession than lower-priced bottles.

"Consumer confidence is down and people have a general trepidation about the future so they are not running out to buy a $100 bottle of wine," said Correia.

However, most Temecula Valley wines fall into mid-ranges and have not been as affected.

"Wineries are seeing pretty decent traffic flows at tasting rooms," said Rannekleiv, the Rabobank wine expert. "That is a bright sport and can be leveraged in Riverside County, which has a lot of promise and potential ---- it's well-positioned close to San Diego and Los Angeles."

That audience is the one the Temecula Valley Convention and Visitors Bureau covets, and it plans an expanded marketing effort this year to draw in more visitors from Southern California.

For more information on Correia's and Rannekleiv's talk at 5:50 p.m. Thursday, call Mike Rennie at 951-255-4100.

Call staff writer Jeff Rowe at 760-740-5417.