What is the primary purpose of the AVA system?

The primary purpose of the American Viticultural Area (AVA) system is to provide an indication of the geographic origin of wine. Each AVA is a designated wine-growing region in the United States that has distinct climatic, geographic, and geological features which contribute to the characteristics of the wines produced there. The delineation of these regions helps consumers identify and understand where their wine comes from, which can indicate certain qualities and styles that are typical for wines from that area. The AVA system supports branding and marketing efforts by allowing producers to highlight the unique aspects of their region and the wines made from its grapes. This geographical labeling is essential in helping to express the terroir—a concept that encompasses the environmental and human factors contributing to the grape's development and ultimately the wine's flavor profile.