While most people associate California wine with either Napa or Sonoma Valleys, producers in the Central Coast region have been busy carving a niche for themselves that is starting to attract attention.

In recent years, discriminating consumers began steadily gravitating toward wines from California’s Central Coast in search of a less oaky, brighter and fresher approach to pinot noir and chardonnay, compared to the styles of Napa and Sonoma Valleys. Especially with pinot noir, Central Coast producers have been striving to make more Burgundian-style wines that are not too heavy-handed with oak and alcohol.

In addition, the lesser-known Central Coast has been consistently turning out well-balanced wines without going overboard on pricing. Some of the so-called "household names" from this area are Au Bon Climat and Qupe wines, both of which have enjoyed a loyal fan base for many years.

According to Market Watch magazine, the Central Coast is home to some 150 wineries, with more on the way. The main reason for this expansion is that land is less costly than in Napa. However, another factor is the unique climate that enables wine producers to create wines with distinct flavor profiles.

Meridian has been a Central Coast winery since 1990, and sales now exceed one million cases. A spokesman for the brand said that the Santa Barbara region was chosen because the east and west valleys are open to the marine influence, allowing for a longer growing season and more fruit development.

Morgan, a 22-year veteran of the area, is a 40,000-case winery in Monterey County’s Santa Lucia Highlands. Founder Dan Lee recently said there has been a continuance of good-quality Central Coast chardonnay year after year. He said the 2003 Morgan Monterey Chardonnay illustrates the region, offering a fair amount of tropical fruit, but with a firm acidity and clean finish that renders it less cloying as many California chardonnays.

Blackstone switched its California Chardonnay to a Monterey County label in 1997, partly to appeal to the customer looking for a new, more upscale experience in the crowded varietals category, according to an industry spokesman.

At Robert Mondavi Brands, the Central Coast is also acknowledged to have grown in terms of consumer recognition, and the region is listed as an appellation on about half of the brand’s varietals.

Other major producers with a Central Coast presence are E & J. Gallo Winery with its Anapamu Cellars brand and it’s Bridlewood Estate Winery in Santa Ynez, and Delicato Vineyards, which owns the San Bernabe Vineyard in Monterey. Fetzer Vineyards sources grapes from Monterey, Santa Barbara and other appellations for its Five Rivers Ranch Pinot Noir, Chardonnay, Merlot and Cabernet, as does Hess Select for its Hess Select California Chardonnay. Hess president Clem Firko told Market Watch that they have always liked the bright, citrus fruit flavors that Monterey chardonnay grapes produce because it is perfect for a consumer-friendly style of wine.

According to industry leaders, the next big thing to come out of the Central Coast is Syrah and Rhone varietals. One industry spokesman said that the cooler climate Central Coast wines have a natural acidity that makes them more similar to French wines, and allows them to work well with French-and Italian-influenced cuisine.

In addition to the wines listed above, some Central Coast wines to try are the 2001 Ojai Pisoni Vineyard Santa Lucia Highlands Pinot Noir, the 2002 Wild Horse Central Coast Pinot Noir, the 2003 Beringer California Pinot Grigio, the 2002 Qupe Colson Canyon Santa Maria Valley Syrah, and the Kendall-Jackson Stature Santa Maria Valley Chardonnay.