Market Challenges

1
Market Challenges

• Leveraging your regional identity

2
State, Regional and Varietal Associations

• How many do you belong to?
• If you are paying for these services are you
  using them?
• Are you involved?
• Are you influencing decsions made there?
• If not why not?

3
Washington State Winegrape Growers AND Vintners

• A Case Study

4
Consistent Messaging

• 2 hours more daylight than California
• Own rooted vines
• No rainfall during harvest 7-8 inches/year
  total
• Varietal diversity
• WWQA Quality, Quality, Quality
• Napa/Sonoma 1975
• Same size as Napa Valley
• Make more wine than New Zealand
• Unity, Unity, Unity

5
Promoting from larger to smaller

• State
• Appellation
• Sub-appellation
• Vineyard and/or brand

6
You think that your region has challenges?

• Washington D.C.?
• Rain in Seattle
• Apples not wine grapes
• Winter damage
• No customers
• Clonal monocultures due to the quarantine
• Lack of awareness

7
Programs, Programs and more Programs

• WWQA
• Vintners AND Growers together on the road
• Political work for research funding and education
• Events, Events, Events
• WAWGG PR/Marketing Committee

8
Are you selling all of your grapes AND are you
getting what you want for them?
9
Who is the competition?
10

• Australia

11
Why did you choose to locate where you are?

• Whats really special about your region or AVA?
• What are the negatives?
• Are you working together or not?
• Are you maximizing your dollars?
• Are you maximizing your programs?

12
Who is your region competition?

• You are probably being outspent by many
  organizations even smaller than yours!
• Do you have a talking head?
• Do you have good quality educational material?
• Are you getting them to visit and are you
  visiting them?
• Do you have talking points?
• Are you thinking out of the box?

13
Your regional future

• Please make a plan
• Please implement the plan
• Please re-capture which you rightfully own

14

• The Global Wine industry is on a slow upswing are
  you and your regional organizations ready to take
  advantage of it?

15
The best is yet to come for the American wine
industry!