In response to a petition for rulemaking submitted on behalf of industry members, the Alcohol and Tobacco Tax and Trade Bureau proposes to establish the 7,605-acre Long Valley-Lake County viticultural area in Lake County, California. The proposal would also expand the boundary of the existing North Coast viticultural area by 23,690 acres in order to avoid a partial overlap with the proposed AVA. Furthermore, the proposal would expand the boundary of the neighboring 14,000-acre High Valley AVA by 1,542 acres to create a contiguous border with the proposed Long Valley-Lake County AVA. The use of AVA names on wine labels, which is voluntary, allows vintners to better describe the origin of their wine and consumers to better identify the wines they may purchase.