Sustainable Winegrowing

Paul Mabray, CEO of Emetry is helping wine brands make more effective sales and marketing decisions with data. He finds that wineries focus too heavily on finding new customers when they should put effort into retaining the ones they already have.

The days of COVID-19 have shed a spotlight on the brittle tasting room model. Wineries ask customers to travel to them, sometimes at great distances, outlaying significant costs. It is inefficient and now is the time to bolster online presence. Consumers, familiar with shopping at retailers like Amazon, have a large expectation for online purchases. The wine industry needs to meet or exceed those expectations.

Historically, the wine industry had followed, not lead trends. Today there is no standout winery with an online presence. This creates a huge opportunity for brands to create and to become the next Warby Parker of wine.

• 7/15/20 Strategizing Social Media in 2020 Webinar
• 81: Marketing Wine in a Pandemic | Rob McMillan (podcast)
• 82: Getting to Know Your Wine Customer | Brandy Moody (podcast)
• Chardonnay Trends | Emetry Blog
• Emetry
• Insights for Successful Consumer Wine Sales Videocast
• Deploying Staff when your Tasting Room is Closed | Emetry Blog
• SIP Certified Self-Assessment
• Twitter | Paul Mabray
• US Wine Market: Six Consumer Groups
• Wine Customer Segments and How to Talk SIP with Them

Subscribe on Google Play, iHeartRADIO, iTunes, Spotify, Stitcher, TuneIn, or wherever you listen so you never miss an episode on the latest science and research with the Sustainable Winegrowing Podcast. Since 1994, Vineyard Team has been your resource for workshops and field demonstrations, research, and events dedicated to the stewardship of our natural resources.

Learn more at www.vineyardteam.org.

As far back as 4000 years ago, man and falcon cooperated to the benefit of both. Today, they are used in the vineyard, other agricultural crops, resorts and landfills for sustainable bird abatement.

Beginning at version, grapes become a very attractive food for pest birds, particularly Sparrows and Starlings. Initially the vineyard is explored by small flocks of scouting birds. If those birds like the fruit, and if there is no obvious danger, the entire flock will follow. Falcons terrify pest birds, herding them away from the grapes, but not killing them.

Jake Messinger, Master Falconer and Bird Abatement Specialist, explains how each falcon species has their own talent. Falconers match the birds with the areas needs to deter pest bird species.

• 58: Barn Owls (podcast)
• Airstrike Bird Control
• Barn Owl Nesting Box Fact Sheet
• Crops and Barn Owls
• Falconry Training and Technique
• Jake Messinger | [email protected]
• SIP Certified Self-Assessment

Subscribe on Google Play, iHeartRADIO, iTunes, Spotify, Stitcher, TuneIn, or wherever you listen so you never miss an episode on the latest science and research with the Sustainable Winegrowing Podcast. Since 1994, Vineyard Team has been your resource for workshops and field demonstrations, research, and events dedicated to the stewardship of our natural resources.

Learn more at www.vineyardteam.org.

Sustainability and certification are viewed as a "quality enhancement". In the currently overly supplied market, sustainability is an advantage. A premium can be getting $200 to $300 more per ton of grapes in a good market or it can mean selling grapes when no one else can in a weak market.

Gregg Hibbits, General Manager at Mesa Vineyard Management explains how their dedication to sustainability for over 30 years has drawn like-minded customers to their organization. Their clients large and small, from Santa Barbara to Oregon, seek certification for different reasons: owners wanting to certify their own wine brand; larger brands looking to purchase certified fruit; and investment holdings wanting to report sustainability to their holders. Gregg believes that authenticity around how they farm, what they deliver, and how they take care of the people and the planet will payoff in long term.

• 5.21.20 Getting to Know Your Customer Webinar
• 82: Getting to Know Your Wine Customer (Podcast)
• 81: Marketing Wine in a Pandemic | Rob McMillan (Podcast)
• 76: Regulations that will Affect Your Wine Business this Year (Podcast)
• 65: Winegrape Brokering and Todays Grape Market (Podcast)
• A Practical Guide to Developing a Commercial Wine Vineyard
• Mesa Vineyard Management
• SIP Certified Self-Assessment
• State of the Industry Wine Report 2020 | Rob McMillan

Subscribe on Google Play, iHeartRADIO, iTunes, Spotify, Stitcher, TuneIn, or wherever you listen so you never miss an episode on the latest science and research with the Sustainable Winegrowing Podcast. Since 1994, Vineyard Team has been your resource for workshops and field demonstrations, research, and events dedicated to the stewardship of our natural resources.

Learn more at www.vineyardteam.org.

Brandi Moody explains that to develop a strong marketing strategy you need to know your consumer segments, learn about them, see what they like, and market to them where they are. Brandi is an experienced marketer with a keen sense of burgeoning trends, consumer insights, and brand storytelling.

With the onset of COVID-19, social distancing and shelter in place, we are in the midst of a "cultural reset" that is changing how consumers ingest media and purchase products. Wine brands can take this time to learn what their consumer is doing online to develop promotional strategies for online content and sales incentives.

For over twelve years Brandi worked on international market research projects for a range of companies in the alcohol, grocery store, personal care, action sports, hospitality, food, and beverage industries including Bacardi, ESPN, Bath and Body Works, Coca Cola and Dannon.

Following her years deeply entrenched in the research and consumer insights world, Brandi pivoted to the wine industry as a marketing, communications, and events director. After gaining invaluable acumen in this arena, she transitioned to the legal cannabis space working for a vertically integrated cannabis company developing customer personas, overseeing content creation, tracking industry trends, and responding to a rapidly developing market. She is a co-host on the podcast Rec'd which takes a closer look at what post-legal cannabis looks like in California.

Brandi is the co-founder of Saage Insights, a research firm dedicated to future-proofing businesses and creating tailored research projects and strategies to understand the ever-evolving consumer.

• 5.21.20 Getting to Know Your Customer Webinar
• 81: Marketing Wine in a Pandemic | Rob McMillan
• Brandi Moody
• Communicating Ingredients - What's in that SIP?
• Crisis Management for Wine Country | Rob McMillan
• Insights for Successful Consumer Wine Sales Videocast
• Rec'd Podcast
• SIP Certified Self-Assessment
• State of the Industry Wine Report 2020 | Rob McMillan
• US Wine Market: Six Consumer Groups
• Wine Customer Segments and How to Talk SIP with Them

Subscribe on Google Play, iHeartRADIO, iTunes, Spotify, Stitcher, TuneIn, or wherever you listen so you never miss an episode on the latest science and research with the Sustainable Winegrowing Podcast. Since 1994, Vineyard Team has been your resource for workshops and field demonstrations, research, and events dedicated to the stewardship of our natural resources.

Learn more at www.vineyardteam.org.

The average winery sells 30 percent of their wines out of the tasting room plus another 20 percent to restaurants. That means 40 to 60 of annual sales are impacted by COVID-19 with closed tasting rooms and take out only restaurants IF shelter in place were to continue all year. But, Rob McMillan, VP and Founder of the Silicon Valley Bank Wine doubts that will be the case.

We were already experiencing a market correction before COVID-19, so what can wineries do now and in the future to connect with their consumers and sell wines? For production; preserve cash, work with vendors and employees to cut costs, and push bottling out. For marketing, start a phone campaign with your customers, offer drive through pickups or deliveries, and use this time as an opportunity to cross train your team.

The good news is people drink wine. During prohibition alcohol consumption actually increased. It is time to get creative; meet your consumers where they are. Figure out new DTC tactics via digital channels. Market to the health-conscious consumer by talking about ingredients, calories, values, and sustainable practices.

Previous market corrections have ended with an increase in demand. Today's wineries need to get to the other side of this slump prepared with new marketing campaigns to connect to their consumers.

• Communicating Ingredients - What's in that SIP?
• Crisis Management for Wine Country | Rob McMillan
• Insights for Successful Consumer Wine Sales Videocast
• Rob McMillan
• SIP Certified Self-Assessment
• SIP Smart | April 22
• State of the Industry Wine Report 2020 | Rob McMillan
• SVB on Wine
• SIP with a Somm | April 7
• Wine Customer Segments and How to Talk SIP with Them

Subscribe on Google Play, iHeartRADIO, iTunes, Spotify, Stitcher, TuneIn, or wherever you listen so you never miss an episode on the latest science and research with the Sustainable Winegrowing Podcast. Since 1994, Vineyard Team has been your resource for workshops and field demonstrations, research, and events dedicated to the stewardship of our natural resources.

Learn more at www.vineyardteam.org.

Dr. Michelle Moyer, Assistant Professor and Statewide Viticulture Extension Specialist at Washington State University uses the age old fairytale of Goldilocks and the Three Bears to explain powdery mildew. Like Goldilocks, powdery mildew likes the weather conditions to be just right. Dr. Moyer explains these ideal conditions and two key ways to avoid disease in your vineyard by making things "not right".

• 1: Bunch Rot with Larry Bettiga (podcast)
• 57: Wet Climate Viticulture | Fritz Westover (podcast)
• 79: Grapevine Fungal Diseases
• Coincidence of maximum severity of powdery mildew on grape leaves and the carbohydrate sink-to-source transition
• Gubler-Thomas Model
• PMapp: A Mobile App for Assessing Grape Powdery Mildew
• UC Davis Powdery Mildew Model
• UC Pest Management Guidelines

Listen to the latest science and research with the Sustainable Winegrowing Podcast. Since 1994, Vineyard Team has been your resource for workshops and field demonstrations, research, and events dedicated to the stewardship of our natural resources.

Learn more at www.vineyardteam.org.

Wayne Wilxox, Professor Emeritus of Plant Pathology and Plant-Microbe Biology at Cornell University, spent his career on the applied biology and integrated management of grapevine fungal diseases. Wayne looks at berry susceptibility changes throughout the season to determine when control programs need to be maximized. Ultimately, his applied research sought to discover what makes a "disease tick" and use that knowledge to learn how to better target the disease.

• 47: Fungicide Resistance in the Vineyard | Walt Mahaffee (podcast)
• 54: Growing Grapes on Two Coasts | Mark Chien (podcast)
• 57: Wet Climate Viticulture | Frits Westover (podcast)
• Coincidence of maximum severity of powdery mildew on grape leaves and the carbohydrate sink-to-source transition
• Gubler-Thomas Model
• PMapp: A Mobile App for Assessing Grape Powdery Mildew
• Researchon sulfur on grapes – American society of vit
• SIP Certified Self-Assessment
• Tailgate: Managing Vine Mealybug in an Era of Leafroll
• Wayne Wilcox

Subscribe on Google Play, iHeartRADIO, iTunes, Spotify, Stitcher, TuneIn, or wherever you listen so you never miss an episode on the latest science and research with the Sustainable Winegrowing Podcast. Since 1994, Vineyard Team has been your resource for workshops and field demonstrations, research, and events dedicated to the stewardship of our natural resources.

Learn more at www.vineyardteam.org.

Grape vine trunk diseases are prevalent in mature vineyards, shortening the vineyard's life and productivity. Akif Eskalen, Cooperative Extension Specialist and Plant Pathologist at the Department of Plant Pathology at the University of California Davis, is researching naturally occurring microorganisms to use as biocontrol against these fungal pathogens. Antagonistic microorganisms already live in the plant tissue without causing damage to the plant but may become depleted. Akif and his team working to deliver beneficial bacteria back into the plant both at the nursery and in established vineyards. There is evidence that these beneficial microorganism not only increase the plants defense mechanism, but also improves the health of the plant and potentially increases yield.

• 2: The Goldilocks Principle & Powdery Mildew Management (podcast)
• 47: Fungicide Resistance in the Vineyard (podcast)
• Eskalen Lab
• "Eutypa" A.K.A. Grapevine Trunk Disease
• Gubler-Thomas Model
• Managing Trunk Diseases During Vineyard Establishment with Dr. Kendra Baumgartner
• PMapp: A Mobile App for Assessing Grape Powdery Mildew
• SIP Certified Self-Assessment
• SIP for Scholars

Subscribe on Google Play, iHeartRADIO, iTunes, Spotify, Stitcher, TuneIn, or wherever you listen so you never miss an episode on the latest science and research with the Sustainable Winegrowing Podcast. Since 1994, Vineyard Team has been your resource for workshops and field demonstrations, research, and events dedicated to the stewardship of our natural resources.

Learn more at www.vineyardteam.org.

One decade ago, amidst a limited labor supply and growing New Zealand wine industry, Klima co-founders Marcus Wichkam and Nigel George set out to solve their own labor issues with mechanization. By developing a highly efficient vineyard pruning system they have removed the physically demanding portion of the job opening the opportunity to employ fewer, more highly skilled tradesworkers to perform cane selection. This mechanization has enhanced consistency, improved quality, and, with a 50 percent reduction in labor required for pruning, significantly lowered costs.

• 22: Farm Labor Shortage (podcast)
• Immigration and Farm Labor with Dr. Phillip Martin (video)
• Klima.co.nz
• Klima Gen 2 (video)
• Klima Unified Wine & Grape 2020 booth B827
• Mechanical Pruning | Vineyard Team Tailgate (video)
• SIP Certified Self-Assessment
• 2/26/20: Grower Perspectives on Redevelopment: Materials, Redesign, Equipment (event)

Subscribe on Google Play, iHeartRADIO, iTunes, Spotify, Stitcher, TuneIn, or wherever you listen so you never miss an episode on the latest science and research with the Sustainable Winegrowing Podcast. Since 1994, Vineyard Team has been your resource for workshops and field demonstrations, research, and events dedicated to the stewardship of our natural resources.

Learn more at www.vineyardteam.org.

Lauren Noland-Hajik, Attorney and Lobbyist at Kahn, Soares & Conway gives an update on new policies that affect the wine industry. She explains the legislature and how bills are formed through committee hearings; covers the Water Resiliency Plan and how it affects Sustainable Groundwater Management Act; regulating power shutoffs to prevent wildfires; anticipated regulations on pesticides including glyphosate, rodenticides, and fungicides; the importance of educating consumers and government about the these ag tools; and impending labor law changes including the minimum wage increase, overtime (AB 1066), paid sick leave, and how the Dynamex Decision affects truck drivers.

• AB 1066
• California Department of Pesticide Regulation
• California Minimum Wage
• Kahn, Soares, & Conway, LLP
• Lauren Noland-Hajik | [email protected]
• SGMA Groundwater Management
• SIP Certified

Subscribe on Google Play, iHeartRADIO, iTunes, Spotify, Stitcher, TuneIn, or wherever you listen so you never miss an episode on the latest science and research with the Sustainable Winegrowing Podcast. Since 1994, Vineyard Team has been your resource for workshops and field demonstrations, research, and events dedicated to the stewardship of our natural resources.

Learn more at www.vineyardteam.org.