September 2022 | Page 2 of 2 | The Grapevine Magazine

Material Handling Within the Winery and Vineyard

September 2, 2022April 16, 2025 Cyndi

By: Gerald Dlubala

“Most winery owners don’t see the whole picture when considering the best ways to move their product around the winery and vineyard,” said Sam McHenry, president of Accurate Forklift Inc. McHenry has been providing material handling equipment to the wine industry for decades, even designing some of them himself. “There’s much more to think about in material handling than just how to get something from one point to another, and it comes down to the location’s characteristics and intended layout. When recommending the right forklift for the job, we look first at the harvest and apply the Christopher Columbus principle, meaning the world is not flat and will tremendously affect your equipment stability given the chance. Is the area that we are working on flat or paved? If so, we recommend an electric-powered forklift or pallet jack with cushion tires. If it’s not, and you’re expecting to use your equipment off-road, in fields or over rough or uneven areas with potholes, then you’ll need fork trucks with larger, air-filled tires for stability.”

“The type and size of fork truck needed are also determined by your harvesting plans and equipment used,” said McHenry. “Will you be harvesting during the day or night? Do you anticipate harvesting for eight hours a day? Fifteen? Around the clock? Current electric-run equipment will generally give you about eight hours of runtime before needing the same amount of time to recharge unless you have a backup battery, secondary truck and hoisting equipment on hand to change batteries, a pricey option. Propane-powered trucks can be kept running with a simple tank change or refill at an on-premises propane tank station with the proper filling attachments and safety precautions. Gas or diesel options need only extra fuel on hand.

McHenry said that vineyard owners also need to consider their field-loading activities. How is the loading area constructed? What are the widths of the rows? Your material-handling equipment has to be able to maneuver within these parameters. What type of bins does your vineyard use for their grapes? Do you use the Valley Gondola type of bins? Many smaller wineries use the macro-bins. When you combine the bins’ and grapes’ weights, you must ensure the equipment you’re using is rated for that weight, especially if the terrain and landscape will play a part. McHenry tells The Grapevine Magazine that he regularly sees accidents happen because vineyards use improperly rated equipment for the conditions and tasks they are performing.

“It gets down to physics at that point,” said McHenry. “The type of landscape and terrain you’re working on and the type and size of holding bins you use determines the capacity level needed of your fork trucks. Anything less runs a high risk of overloading your equipment, possibly risking the health and life of the equipment operators and nearby workers. This same principle holds for the attachment used for dumping your harvest. Using rotating attachments, they must be able to reach and dump where you need them. Forward dumping bins have become popular because of their easier, more predictable use. Likewise, presses and fermentation tanks come in different types, weights, sizes, and volumes, making them all unique in their handling needs. To properly size the equipment, we have to consider the load centers, heights, and ease of movement around the tanks. For example, I was responsible for getting fork pockets added into the design of the egg-shaped fermenters for safer movement and positioning. Until then, these awkward-shaped fermenters were moved with forklifts, some undersized, and straps that wrapped around the egg shape. It wasn’t a very safe or ideal situation.”

Barrel Storage and Manipulation Equipment Requires Planning

Barrels come in all different sizes, shapes, weights, and volumes and can be used for storage or in barrel fermentation, and the type, use, and storage methods that the winery uses will determine the type of equipment needed. Wineries can store barrels in their barrel rooms, warehouses, or caves in pyramid stacks, individual rows, or two-to-four-barrel racks, depending on their physical location and production capabilities. The process of in-barrel fermentation requires other aspects of material handling equipment, including side grabbers, barrel rotator clamps, and more. As with vineyard specifications, aisle widths, backup, and turnaround space are all important when choosing the proper handling equipment for the space.

“The process is tedious, demanding focus, planning, and calculations, including the choice between equipment rental or purchase,” said McHenry. “Talk with experienced professionals in the industry and other wineries that currently use the equipment you’re considering to get honest feedback about use in real situations. The result will be a safer, more ergonomic, more efficient workplace that will experience increased production and less waste”.

Racking Increases Square Footage Efficiency

Greg Weinerth is president of Enterprising Solutions, a multi-faceted professional services company providing warehouse and storage solutions to all industries, including the craft beverage and wine industry.

“Racking can be as simple as the common rack found in any commercial kitchen or production facility, to pushback racks that save or eliminate aisle space by allowing pallet storage up to six pallets deep, to complete systems featuring drive-in racks,” said Weinerth. “We know that square footage is expensive, so it’s critical to talk to a professional for layout efficiency, including aisle depth and width. If the winery or vineyard already has the equipment that they’ll use for handling the product, then obviously we need to factor that into the racking layout and plan.”

Weinerth tells The Grapevine Magazine that pallet racking sounds simple, but it demands a floor plan that fits in conjunction with your winery’s specifications. For example, Weinerth says that when formulating a workable and efficient layout, you must be aware of the building or storage area’s height restrictions, aisle width needs, and intended machinery use. The installation of a new or replacement racking system may be subject to getting the proper permits, including reassessing the existing fire sprinkler, egress, and evacuation systems.

Additionally, many locales now require a seismic evaluation, including a torque test proving the safety of the racking anchors. Structural engineers usually perform these evaluations and are mandated at the municipal level depending on the winery’s proximity to past and potential seismic activity.

“And we all remember the old way of providing a solid deck in vertical racking by laying plywood down as a base between the supporting members,” said Weinerth. “That isn’t allowed anymore due to fire regulations. Wire decking is the preferred choice because it allows water from the fire sprinklers to travel down and through the racking to impact all stored products. For that same reason, your palleted product can be stretch wrapped on the sides but should not be stretch-wrapped over the top of products or cases on the pallet. Water must be able to access the product on the pallet as well. A typical business owner may not have the specific, relatable knowledge that a quality, experienced material provider will know about and walk them through.”

Weinerth said that he sees the popularity of direct-to-consumer shipping affecting the type of racking systems that wineries are now choosing. Mini pick systems are gaining attention and popularity because of the possibility of offering a direct-to-consumer wine club subscription service. They can ship a subscription box filled with the consumer’s choice of wines directly to their most loyal consumers. When not able to be done by hand, the picking and packing usually require equipment like a stand-up, narrow-aisle lift equipped with a picking mechanism.

“Larger production wineries can benefit from racking systems that allow a driver to load the palletized product into the racks from one end and then pull those products from the opposite end, ensuring that older inventory is used first. Also popular with larger production wineries is the use of self-guided vehicles, electric-powered material handling machines that can unload, locate and inventory products in one task, which immediately updates the winery’s accounting and inventory system in real-time before moving on to its next task. This type of automation is becoming more accessible to the general market and will soon be able to be applied to a broader number of systems and be able to be used on a 24/7 basis if needed.”

Weinerth said that additional considerations that a winery or vineyard must make in determining material handling needs include the type and position of loading docks used and if there are any clearance issues, turning areas or landscape limitations that necessitate the use of ramps or specialized equipment. Generally, standard gravity-operated conveyor systems are adequate for the needs of wineries.

Multi-Use, Ergonomic Equipment Increases Efficiency and Productivity: Bishamon Industries

“Care inside the winery must be equal to the care in the vineyards,” said Brian Dedmon, director of sales for Bishamon Industries Corporation. “There are two main pieces of equipment we see used within wineries that fill most of their needs daily, our EZ Loader line of self-leveling pallet positioners and our Uni Lift pallet lifter, positioner and transporter.”

Bishamon’s EZ Loader line of self-leveling pallet positioners are popular choices for everyday winery tasks like loading or unloading cases. It features a 4,000-pound capacity and adjusts by way of a self-contained air system that the user can fill with a bicycle pump eliminating the springs and mechanical aspects of other positioners that routinely wear out. In addition, the EZ Loader can be quickly

moved and easily positioned with a forklift as a side table for packaging functions or anywhere a little extra table space is needed, like moving product from conveyor to pallet or taking it off of the line.

“Our positioners also offer options including square platforms instead of the circular designs, FDA compliant tops or stainless-steel designs,” said Dedmon. “With the portability and ease of adjustment, we can increase productivity while helping to eliminate production safety risks and overall worker fatigue, leading to fewer compensation claims.”

“Our UniLift is a multi-use piece of machinery wrapped into a hand-powered, battery-operated pallet jack,” said Dedmon. “It’s a pallet lifter, positioner and transporter all in one unit, and as far as I know, it’s the only unit like this that works on closed bottom pallets. It can lift and transport a pallet without straddling it because it contains outriggers that the user deploys when needed. These outriggers allow wineries to create tighter work cells and better utilize their square footage. More available square footage means greater efficiency with more lines and increased production using fewer person-hours. The UniLift can also raise and lower pallets during stacking or unstacking, creating an ergonomically beneficial work site.”

Bishamon Industries provides quality, innovative ergonomic products that enhance worker safety while improving productivity in industries that include the wine and craft beverage sectors from the company headquarters in Ontario, California.

FILTRATION FOR WINERIES: Purifying Wines With Traditional Means and Cutting-edge Technology

September 2, 2022April 16, 2025 Cyndi

By: Cheryl Gray

“Why?” is not the question when it comes to filtering wine. How best to perform filtration is the real question, answered in part by the technology and innovation now available.

First, some history on the evolving process of filtration may help wineries looking to upgrade gain some perspective on how far the filtration industry has come.

For more than a century, small wineries have used sheet filters. For the small operations that need more flexibility to create a variety of small wine batches, sheet filtration is modified to include plate and frame format. Lenticular modules represent a modern-day approach to sheet filters. The modules are assembled in an enclosed area to avoid drip loss and to provide extra flexibility, better hygienic conditions and, of course, ease of use.

DE filtration (Diatomaceous Earth) was at one time the most common filtration method used to clarify wine on a large scale. DE filtration systems use rotary drum filters and chamber press filters that can remove a high volume of solids. However, their open design lets in oxygen, which can ruin wine quality. The result is recovered wine that requires more processing and is ultimately downgraded to be used in blends instead of added back to the original wine batch.

Crossflow membrane systems have replaced DE filtration in many of the world’s winemaking regions. Wine filtration systems based on the crossflow membrane method trigger cost savings by reducing wine loss, labor and other factors normally associated with filter-assisted technologies. Additionally, by replacing DE filtration with crossflow membrane filtration, wineries can operate without creating the landfills formerly used to store solid waste, thus removing many of the inherent problems landfills pose that threaten the environment and operator safety.

Finally, there is the centrifugation method, which is typically used at larger wineries. Centrifugation is usually followed up with a crossflow filtration system to achieve the clarity each winery wants to accomplish with its finished product.

From flat sheet filtration used to the more sophisticated centrifugation and crossflow membrane systems, nearly all wineries filtering their wine do so with a checklist of items they want to separate from their products. Beginning with post-fermentation, removing things such as dead yeast cells, bacteria, grape skins and seeds is important. During the aging process, hazes and deposits form from combinations of proteins, phenolics, tannins and polysaccharides. In low temperatures, unstable bitartrate can form the glass-like crystals seen in, for example, white wine.

Among the companies specializing in helping wineries increase wine yields and prevent waste is Pall Corporation. This global supplier of filtration, separation and purification products is headquartered in Port Washington, New York, with manufacturing plants and offices located elsewhere in the United States and around the globe, including a plant currently under construction in Singapore.

The company’s founder, Dr. David Pall, started the business in 1946 as Micro Metallic Corporation. Initially concentrating on creating filters for aircraft, the company changed its name to Pall Corporation in 1957. What would follow would be more than 50 years of innovation. In its early days, Pall Corporation became the frontrunner in providing filtration systems designed to protect the safety of global blood supplies and improve the outcomes of patients receiving blood transfusions.

Dr. Pall received nearly 200 patents over his lifetime and was awarded the National Medal of Technology by President George H.W. Bush in 1990. The award recognized Dr. Pall’s vast achievements in advancing filtration technology, including the groundbreaking roles the company played in historical events, such as man’s first walk on the moon, the Three Mile Island clean-up, Desert Storm and the construction of the $10 billion Eurotunnel beneath the English Channel between France and England.

One of the company’s primary services to wineries is providing filtration systems that maximize yields from wine lees. According to experts, this sediment at the bottom of wine tanks can yield up to 15 percent of total production for a winery. Pall focuses on multiple kinds of lees because missing any one of them presents a costly loss for wineries if not recouped through filtration. Pall says it recognizes the filtration challenge that wineries face in recovering products while at the same time meeting environmental demands to reduce waste. Pall notes that its products are designed to accomplish both.

Pall designs filtration systems to fit the needs of wineries of all sizes. For smaller operations, there are the company’s sheet filtration systems. There are products such as Pall’s Oenoflow PRO XL systems for medium and larger wineries. Pall says that these products clarify wine in one process, absent any filtering aids, centrifugation or adverse impact on the wine. The system is fully automated is designed to provide wineries with a cost-saving alternative to traditional wine filtration methods by boosting yields, reducing waste and maintaining even filtration quality.

The Oenoflow Pro System has a feature called an Optimized algorithm developed by Pall, which is connected to Pall servers through a secure line. If the connection is ever interrupted, the system continues to operate. The Optimized algorithm adjusts all of the system’s filtration settings, and the user-friendly system only requires some basic information to start the filtration process. For greater flexibility, the algorithm can be disabled or enabled at any time.

Other companies tout their own innovations in wine filtration systems. One of them is The Vintner Vault. Founded in 2003, the company has two California locations, Paso Robles and Temecula, with a third location in Hye, Texas.

The Vintner Vault custom-builds winery equipment of every sort and has installed filtration systems of all types for wineries of every size. It offers consulting and turn-key services for clients looking to start new or upgrade existing operations. The company offers filtration options that include frame and plate, centrifuge, crossflow and even a filtration system that uses reverse osmosis. Andrew Berg, vice-president of The Vintner Vault, says that primarily, medium- to large-size wineries use the reverse osmosis system.

Unlike a traditional filter, the wine product that passes through the membrane used in reverse osmosis does not contain any of the wine’s flavor or color components. This means virtually no loss of anthocyanin, phenolics, tartaric, malic or citric acids essential to good wine.

A reverse osmosis membrane can perform this unique task because it is 10,000 tighter than a regular filter. Wineries use this type of system to adjust alcohol content and flavor concentration, remove water from juices, remove sulfide, purify water, restart fermentations that get stuck and reduce volatile acidity. With regard to the latter, experts warn that the reverse osmosis system works in tandem with a volatile acidity system in order to effectively remove VA.

Many small, start-up wineries and home winemakers turn to Northern Brewer of St. Paul, Minnesota for wine filtration supplies. The company began as a small storefront in 1993 and has grown into a competitive winemaking and home brewing supplier. Its wine filtering systems handle anywhere from fewer than six gallons up to 60 gallons of wine per hour.

Winemakers use multiple techniques to improve wine yields and the appearance of their wines, along with shelf life. Executing these tasks correctly can increase profits and cut waste while creating a clear and stable wine product.

Undiscovered Gems: Wine Regions of Africa

September 2, 2022April 16, 2025 Cyndi

By: Hanifa Sekandi

Some say that South Africa is the only wine region in Africa that you should venture to if you ever make it to this beautiful continent. Is this true? It might be if you are unaware of the breathtaking vineyards in other countries. Viticulture in Africa has barely scratched the surface. It is not as widespread compared to North American and European wine markets. Both continents have lucrative and renowned wineries. As winemakers strive to tip the scale in competition, it is not surprising that wine savants have their eye on what many call the Motherland, where all things began. There is no question that the climate in many African countries is ideal for vines to grow. And harvesting biodynamic wines is also possible since an existing diverse ecosystem permits this with ease. Also, life in Africa is deeply-entrenched with nature. In addition, there is an understanding that all species must live in harmony. The great vineyards in Africa do not rule those lands. They become a part of its history as they plant their roots in ancient mineral-rich soils.

When people think of diversity in viticulture, they generally stay within the framework of wines made in North America or Europe. Entry into the wine market on a global scale is easier for these regions. The dominance of such wines has nothing to do with quality at times. Although, one cannot say that a vintage bottle of Bordeaux made from a prestigious winery in France is not worth every penny. South African and Moroccan wines have created a buzz, but there is still more to discover.

Thanks to the evolving times, social media and the internet document many undiscovered gems. This allows one to see that the wine industry has barely touched the edge of exploration and possibility. It is also a surprising notion since a form of wine has been made for thousands of years in many countries worldwide. What brings all these nations together? European travelers bought their vines and their winemaking to them, thus planting an interconnected web of vines and winemaking traditions globally.

Come along and explore just a few undiscovered, breathtaking and small but mighty wine regions in Africa. The first stop is Madagascar, and finally, Ethiopia on this new adventure. They are contenders for sustainable, organic and biodynamic winemaking. Sustainable practices exist in these regions out of necessity. As this movement takes hold globally, winemakers who want to cut down on waste while still producing wines that respect the land and allow nature to flourish freely may also adopt these sustainable practices.

Wines Of Madagascar

Winemaking in Madagascar started with the French colonialists. The first vineyards are said to have been established by Jesuit missionaries. The intention for growing wine initially was not for commerce or how one enjoys wine today. Records from this time show that the sale of wine at the Maromby Monastery was a source of income for

the monks. Large-scale wine sales in this region did

not occur until after the emancipation from the French in the 1960s. The Swiss saw an opportunity on this island. They intended to rebuild through a development aid program in the mid-late 1960s. Some would say it was a short-lived enterprise since they withdrew from this program in 2011. Unfortunately, even with the aid, they did not make significant headway in the wine industry. Their exit left a big gap for winemakers who have not been able to gain the momentum needed to compete on a large scale. The wine produced in Madagascar is geared towards the local market and tourists. Rum is the main export.

Vines are planted on the highlands on steep slopes and in areas with cooler altitudes. This helps prevent fungal disease and high levels of alcohol in the grapes that have not reached the ideal ripeness for harvesting. Pineapples, rice paddies, bananas and sugar cane are also planted nearby. The plant diversity among the vines demonstrates that vines can co-exist and thrive. The need to clear lands simply for grapes is not necessary. Perhaps, this is a great initiative to model for newer winemakers considering biodynamic practices. It is also an opportunity to increase their profit margins by selling other fruits grown on their land at local farmers’ markets or having an on-site shop. Yes, Madagascar is behind and nowhere near being considered successful in the wine market. But this wine region does provide a gateway to new ways to create biodynamic vineyards. Rice paddies are situated in the low-lying, damp valleys below vines nestled on the hillsides. Both benefit from the placement since the terraced slope runoff allows the rice to thrive.

Since Madagascar is off the East coast of Africa in the Southern Hemisphere, grapes are harvested in the rainy season during February. The process of winemaking here is unique. Winemakers here allow their senses and instincts to determine when grapes are ripe—a simple yet effective method to replace a refractometer. From here, grapes are fermented in large concrete vats, where a mechanical press is used for extraction. The liquid is transferred to another concrete vat that contains sugar and preservatives. It will further ferment for approximately six months. The richness of color in the red wines made here is due to the skin remaining on the grapes during fermentation. Ready-to-bottle wine is bottled in previously used bottles by hand. The entire bottling process is done by hand, including labeling and corking. Wasting bottles is not an option. The labels of old bottles are peeled off, and bottles are cleaned and reused.

Seven of the eight wineries on this island use a French-American hybrid grape. Only one winery, Clos Nomena, uses Vitis vinifera, a European grape varietal touted by sommeliers, who say that the finest wines are made with these grapes.

The Growing Vines Of Ethiopia

Tej is a traditional Ethiopian wine once consumed by the nobility and that dates back centuries. It consists of water, gesho and honey. Gesho is a plant that is similar to hops. Although this drink does not contain grapes, it is still classified as wine in this region. Many liken it to mead, an alcoholic beverage made by fermenting water, grain, spices, fruits and honey. Although wine in this country has existed since the first millennium A.D., the presence of large-scale vineyards with methods attributed to European wine cultivation only began in the late 1950s. The oldest and most well-known vineyard in this region is Awash Winery. It was established in 1956 under the helm of real estate developer Mulugeta Tesfakiros and politician Ras Mesfin Sileshi. In 2013, it was acquired by the Blue Nile company and partnered with 8 Mile, a company chaired by legendary musician Sir Bob Geldof. This partnership aims to expand its global reach and scale of production by building another distillery.

Approximately 10,000 million bottles of wine, primarily consumed within Ethiopia, are produced annually by Awash Wineries. The second winery, Castel Winery, produces the remaining bottles, approximately two million bottles annually. It was established in 2007 and located in Zway, south of Addis Ababa. Awash Winery is in Awash Merti Jersu. The proximity to the equator allows for harvest to occur twice a year due to a shorter vegetation cycle. Harvest occurs from June to July and from November to December. This is a great benefit that European vineyards do not get to experience. Perhaps this makes up for some of the other shortcomings that the Awash vineyards must navigate. Harvested grapes are transported for seven hours down the vineyard winery path. It is a somewhat long journey that leaves them vulnerable to the scorching sun burning their skin. Even with a protective shield placed on top, the sun’s powerful rays can still permeate this barrier. To ensure that the grapes are cool enough before pressing, they are left overnight in the truck, a method that offsets the day’s travel under the beaming sun. At the Awash Winery, there is a small selection of wines offered. Axumit Sweet Red Wine is a much-loved wine by Ethiopian locals. Similar to Madagascar wineries, the bottles are recycled for rebottling purposes. The bottles themselves are collectibles since some have been used for over five decades – true history in a bottle indeed.

Castel Winery is a partnership between the Ethiopian Government and the Castel Group. Partnering with a company responsible for making and distributing premier beer and wine brands is a formidable venture. Both parties believe that this winery will be able to compete with South African wineries since it is in a region located 1,600 meters above sea level and where temperatures sit evenly at around 25 degrees Celsius each year. The sandy soils also benefit from the approximately 650 millimeters of annual rainfall. Bordeaux vines were imported and planted in this region and occupy most of the space in these vineyards. There are two ranges of wines produced at Castel. The most notable wine is Rift Valley. It is a premium wine aged in French oak barrels. With the help of the European Union’s Everything But Arms program and AGOA program, Castel Winery plans to expand into European and North American markets.

The undiscovered gems for African wineries do not stop in these two countries. As you know, when a seed is planted, growth is inevitable. Other African countries are taking note. So, this journey into the unknown world of the Motherland’s wineries will continue. Like the bottles that have circulated in the hands of many, there is more to this story. For now, dream of an evening in Antananarivo, Madagascar spent drinking Clos Nomena-made wine or a day in Addis Ababa, Ethiopia having your first sip of Tej.

Hunting the Great White Grape

September 2, 2022April 16, 2025 Cyndi

By: Tod Stewart

So, what if, as a winemaker or grape grower, you could create the “perfect grape.” Since it’s summer, we’ll narrow it to the perfect white grape (assuming that more people purchase white wine during the summer and that purchases ensure you remain a winemaker or grape grower). Where would you start?

Okay, how about yields? If your business model is based on high volumes of drinker-friendly wines, a vigorous vine delivering impressive volume would probably be desirable. Modern fermenting techniques would help you deliver white wines that, while lacking real complexity, would give you a decent, quaffable light white wine that may be just the right background in a blend with more assertive varietals.

However, if your aim is also to craft lower volumes of wines that will impress the true connoisseurs, you’d want this same grape to behave slightly differently when crop volumes are reduced. So, this super-grape would have to double as both a workhorse and vinous royalty. It should also be able to thrive in various climates, be they those of California’s Central Valley or the upper (and lower) wine belt limits. From Northern Europe to South America and New Zealand.

Since winemakers around the world vinify a plethora of styles, übergrape should be up to being treated much differently in different hands. Light and dry. Dry and complex. Sweet across the spectrum – from barely off-dry to rich, unctuous, and lush. Sparkling as well, from dry to sweet. And depending on the audience, it should give wines that can be consumed young but that can also age and develop with both short and long-term cellaring. Let’s throw in an ability to reflect the nuances of various terroir just to up the ante a bit more. Oh, and good wind and disease resistance, right? It would be a great grape indeed.

The good news is that you don’t have to run off to your nearest viticulturist to plot which currently existing grapes could be cross-pollinated, hybridized and grafted onto which rootstock to result in this Frankenfruit. It’s already here. Say hello to Chenin Blanc, probably one of the most underrated and under-appreciated white grapes out there.

I had the opportunity to learn about – and taste the wines made from – this “magical chameleon of a grape” (as Jancis Robinson, MW calls it) during a three-week journey through France, starting in the Loire Valley – the ancestral home of Chenin Blanc.

If first-hand confirmation is in order, let me confirm: traveling in/out/through Toronto’s Pearson International Airport has been pretty much akin to traveling through Dante’s Fifth Circle of Hell as of late (though you’d probably still have your luggage in the Dante’s Hell scenario). I suppose I got off lucky in that I was only delayed an hour flying to France and only had to sit on the tarmac for 45 minutes or so upon returning before spending only about another hour or so clearing security. As luck would have it, my luggage actually made it back with me (a good thing in that it was packed with wine, pastis, marc, olive oil and all sorts of other things). It probably helped I wasn’t flying Air Canada (though Air France was running out of in-flight food on the return leg).

Anyhow, what brought me to France in the first place (other than several thousand gallons of jet fuel) was a media trip (“Val de Loire Millésime”) sponsored by InterLoire (Interprofesssion des Vins du Val de Loire – in long form) – the body responsible for the promotion and development of the wines from the regions of the Nantais, Anjou-Saumur, and Touraine. Now, before going any further, I think it’s important to set the record straight with regard to “media trips.”

Being media comes with some perks (a robust – or even steady – paycheck is typically not one), and media trips – certainly in the eyes of non-media types – fit the bill. Airfare is generally covered, as is ground transportation. As are accommodations. As are meals. But let me assure you, these trips aren’t vacations. No way. You’re on someone else’s schedule and someone else’s dime. So, prepare to work.

Early morning educational seminars and visits to numerous estates and vineyard sites (which may include a “hike” through said vineyards) are the order of the day. (As an aside, I’ve become wary of the word “hike” when followed by “though the vineyards.” These excursions can literally be a walk in the park or reach survival training endurance levels. The phrase, “Please ensure you bring suitable footwear” often indicates that the latter will transpire). Also, there are back-to-back tastings. Sampling over 100 wines per day (minimum) isn’t uncommon. It’s all tiring and sometimes exhausting, day after day.

The look on your face suggests I’m not drumming up much sympathy.

Anyway, over the course of my four-day Loire adventure, I was able to experience Chenin Blanc in all its vinous incantations and learned more about the variety’s lineage.

I was based in the town of Angers, which is pretty much smack-dab in the middle of Chenin’s birthplace. Also known as Pineau de la Loire, Chenin Blanc is thought to have originated in the vineyards of Anjou, likely sometime in the ninth century, before spreading to vineyards in the neighboring Touraine region by the 15th century. In fact, the name Chenin Blanc likely came about due to plantings in vineyards near Mont Chenin near the famous Château de Chenonceau. Over the course of history, plantings of Chenin Blanc waxed and waned, largely due to the dictates of consumer tastes, but it has remained the white grape of the Loire.

I had the opportunity to taste Chenin-based wines representing an extremely broad stylistic range. Susceptible to Botrytis cinerea (aka “noble rot”), the sweet, late-harvest wines of Anjou and Vouvray – and specifically Coteaux du Layon, Bonnezeaux, and Quarts de Chaume – I tasted showed layers of waxy, honeyed, spiced baked apple and, in some cases, an earthy, mushroom-tinged nuance. As glorious as many of them were, what intrigued me the most were the dry Chenin Blancs, some of which were like nothing I’ve ever really tasted before.

The Saumur Blanc wines of Domaine Arnaud Lambert – including the Coulée de Saint Cyr 2018 Blanc, Clos de la Rue 2018 Blanc, and Brézé Bourguenne 2018 Blanc – deserve (I think) special mention. All were gorgeously complex, dripping with floral/mineral/smoky/lanolin and stone fruit aromas and flavors, with rich, ripe, concentrated and beautifully balanced flavors to match. One thing about Chenin Blanc is that, even in some of the least expensive examples, an undeniable richness can be detected. Alas, Lambert’s wines are hardly the least expensive examples. At closing in on 50€ per bottle, the Brézé Bourguenne 2018 Blanc was (I think) the most expensive wine I tasted while in the Loire. That being said, I’ve tasted plenty of wines costing far more that delivered far less.

Another property that caught my attention was Domaine des Fontaines. Vigneron Rousseau Vincent explained to me that the appellation his winery resides in – Bonnezeaux – was certified an AOC for the production of sweet wines only. Dry wines were not (yet) able to carry the Bonnezeaux AOC distinction. Vincent – and others caught in a similar predicament – are pushing for a change. Personally, as a consumer, I’d question if AOC status really matters (I’m sure there’s a reason it does), especially having tasted the Domaine’s outstanding Cuvée Landry 2020 Blanc (which carries the broader Anjou appellation designation). This was an amazingly concentrated and deeply flavored wine, with a full, ripe and viscous texture and of considerable length. At 10.50€, this wine was a steal. If it were crafted from a different grape, country, or region, it could likely command double that price (or more).

Though top-quality dry Loire Chenin Blanc wines are becoming more the norm these days, some have been known for quite some time as perhaps the pinnacle of the dry style. And here I’m talking about those of the Savennières region. Comprised of three AOCs – Savennières, Savennières-Roche-aux-Moines and Savennières-Coulée-de-Serrant. The total area under vines for all three regions combined is less than 400 acres. Savennières-Coulée-de-Serrant in itself is home to a single estate managed by Nicolas Joly. It covers a mere 17 acres. But it’s within these boundaries that Chenin Blanc shows what it can deliver when planted within a very particular terroir. In fact, the wines are typically so influenced by the schist soil, vineyard exposure, and relatively cool temperature of the region that “earth,” rather than “fruit,” is the most defining characteristic of these wines.

Taste traditionally-made Savennières young wines, and you’ll wonder what the fuss is all about. When young, these wines typically fail to really impress (at least me). Sure, there’s lots of body and weight (many Savennières wines routinely top 14% ABV, some hitting 15%), but the screamingly high acid levels (typical of cool climate Chenin; maybe Chenin in general) and lack of any really opulent fruit makes them a little hard to warm up to.

In one session, I tasted 17 Savennières, mostly from young vintages (2019 and 2020). Some were pleasant enough (and some were obviously made to be a bit more approachable young), but it wasn’t until I hit the Loic Mahe Savennières Les Fougeraies 2016 that I found what I consider to be “classic” Savennières. The nose was nutty, with hints of caramel and buckwheat honey, underpinned with some mildly mushroomy notes that all wrapped around a distinctly mineral spine and buttressed by still crisp, dry acidity. If heavily-oaked Chardonnay is your thing, stay far away from Savennières. However, if you are looking for distinctive, age-worthy Chenin Blanc, step right up. I have some Savennières of the 2002 vintage in my cellar that are starting to show beautifully.

Of course, the Loire Valley isn’t the only place you’ll find Chenin Blanc. I found it planted in the vineyards of Mas Cal Demoura in the Languedoc – the polar opposite end of France from the Loire (yes, I chose to extend my “tour de France” well after I left the Loire). It’s also the most widely planted variety in South Africa, where it covers at least three times (maybe more) the acreage planted in France. Traditionally, it was called Steen until it was discovered in 1965 that it was actually Chenin Blanc (for whatever reason, this made it even more popular). And all the attributes listed at the beginning of the story have resulted in it being planted far and wide.

No matter where it sets its roots, Chenin Blanc is typically a cooperative and reliable vineyard addition that will do, vinously speaking, pretty much anything you want it to do while retaining a personality and uniqueness all its own.

Text Marketing Plan: 3 Easy Steps to Get Started

September 2, 2022April 16, 2025 Cyndi

By: Bryan St. Amant, Founder & CEO of VinterActive

Now that leading wineries have discovered the power of SMS marketing, the race is on to see which brands will profit and at whose expense.

With consumer engagement 32-times better than email marketing, even new wineries can quickly grow a small text messaging list that outperforms thousands of email addresses. For wineries with established DTC lists, the news is even better.

If your winery can convince 3% of your existing list to opt in for text messaging, you’ll succeed in creating an entirely new DTC channel that sells as much wine as the other 97%.

And here’s the best news of all…

Today’s SMS wine marketing solutions are inexpensive, easy to use, and can generate game-changing results in days by following three easy steps.

STEP 1) Plan Your Initial Offer: Once you’ve made the decision to add text messaging to your mix, your next step is to decide what you’ll be using it for so you can create your first text marketing offer inviting your customers to join your brand’s text messaging list.

The latest research shows that consumers are interested in brands that offer exclusive promotions, product news, and customer service delivered via text. And the most successful wineries we’ve worked with use text messaging to deliver all three.

But just because you can do all these things with SMS marketing doesn’t mean you need to do them all at once.

That’s why we recommend most wine merchants start with one of these text marketing offers:

• Concierge Services available via text.
• Wine Club Updates sent via text as needed.
• Order Tracking triggered by new shipments.
• Monthly Winery Updates about new wine & events.
• Weekly Tasting Room Specials.

If you want a proven pilot program and have a wine club, try offering your members the opportunity to receive their club updates via text. They’ll be thrilled, and you’ll have a new text marketing list.

PRO-TIP: For maximum engagement with loyal customers, perform a simple survey asking them what texts they’d like to receive from your brand. You might learn something, and when you offer your fans the chance to sign up for text messaging, they’ll already be on board.

Whatever you decide to offer at first, as long as you focus on real customer needs, you can’t go wrong. You can always start slow and build your text marketing program over time. So don’t stress out. Just getting the ball rolling might be the primary benefit of your first campaign.

For a motivated wine marketer, this first step shouldn’t take more than a day or two.

STEP 2) Select an SMS Wine Marketing Platform:
Once you’ve identified the customer services you’ll deliver via text, your next step is to select an SMS wine marketing platform.

Fortunately, many vendors now serve the wine industry and offer a broad range of marketing tools and price points. So do your due diligence by confirming the platform you select has all the tools needed to support your most crucial SMS marketing goals.

Critical tools for DTC wine marketers often include:

Two-Way Text Conversations: Essential for text-based concierge services. If you have a large hospitality team, make sure the system you select supports multiple team members as needed.

Text Marketing Preference Center: Essential for segmenting customers based on individual interests. Preference-based messaging is the best way to maximize consumer satisfaction and minimize unsubscribes.
Integration with Wine Commerce Systems: Essential for automating transactional messages like order confirmation, reservation reminders, and shipping notifications.

Automated Text Marketing Workflows: Essential for quickly responding to customer inquiries and maximizing staff productivity.

Age Compliance Mechanism: Essential for complying with industry regulations. SMS wine marketing systems must have working age gates that filter out contacts younger than 21.

PRO-TIP: Most wine marketers can send and receive texts using toll-free or local numbers. To send more than 3000 messages daily, use a toll-free service since they can deliver thousands of messages in seconds. But if customers also call you on a local number, you should text-enable it, too.

You can’t go wrong if you choose a platform that delivers the tools needed to support your initial goals. Worst case, if your plans change or your SMS platform doesn’t deliver as expected, you’ll still have all your data and opt-in contacts. So you can change your SMS marketing system if needed.
Even with due diligence, this step should take a week or less.

STEP 3) Launch Your First SMS Wine Marketing Campaign: When your new SMS platform is ready to go, it’s time to launch your new text messaging service. The wineries we’ve worked with have enjoyed success launching their SMS programs using a combination of:

• Email invitations to existing contacts.
• Webforms targeting prospects visiting your website from a desktop computer.
• “Click-to-text” buttons targeting prospects visiting your website from a mobile device.
• “Scan-to-text” signs that use QR codes to invite tasting room visitors to join your list.
• Keywords your customers can text to your brand to join your SMS list.
• Printed offers accompanying product shipments.

Just like email marketing, the success of your text marketing program depends on your list size.
So promote your SMS list wherever you engage the most customers.

If you have a large email list, promote your SMS program to email subscribers. If you have a busy tasting room, promote your SMS list there. And if your website or social media pages host hundreds or thousands of visitors each month, they should prominently feature your SMS wine marketing offers.

PRO-TIP: For an in-depth tutorial on the best practices for growing SMS wine marketing lists, check out our recent article, “The 7 Best Ways Wineries Can Grow Their Text Marketing Lists.”

To help you get started, your SMS wine marketing partner should be happy to assist you with all the tools needed to introduce your new text messaging services and grow your opt-in list quickly.

Even if you take the time to set up all possible subscription channels, this step can be accomplished in less than a week, leaving you ready to begin profiting from SMS wine marketing.

After Launch, What’s Next?

If you’ve already launched your SMS wine marketing program, congratulations! You’ve joined an exclusive club of wine merchants who use text messaging to stay in touch with their customers.

Now the fun begins – optimizing your text marketing program to maximize results.

One of the first decisions you’ll need to make is how often you text your subscribers. Since the number one reason consumers unsubscribe to text marketing programs is that they receive too many or too few messages, the frequency of your messages is critical to dial in.

The latest research on text marketing shows that most consumers prefer receiving text messages from their favorite brands every two weeks. But consumer preferences vary widely. So we recommend offering customers a choice of text messaging content so they can hear from you as often as they like.

Your initial campaign could offer winery updates every two weeks. But then, as you build out your text marketing program, you might also offer weekly updates on tasting room specials or perhaps monthly updates featuring recipes that pair well with your wines. With weekly, bi-weekly, and monthly options to choose from, your SMS wine marketing program will appeal to the broadest range of customers.

As you continue to optimize your text messaging program, you’ll need to keep an eye on results. That means regularly reviewing the open, click-thru, and unsubscribe rates generated by your campaigns so you can do more of what works while learning from your less successful efforts.

In our experience, learning from both success and failure is the key to delivering world-class DTC wine marketing results.

The Sooner You Text,
the Sooner You’ll Profit

In a world where 90% of online consumers want text messages from their favorite brands, but only 8% of U.S. wineries text their customers, this mismatch between consumer preference and industry practice spells nothing but opportunity for wineries focused on growth.

Unless you think text messaging is going away soon, you only have one choice to make: whether or not you let your competition profit from text messaging before you.

With consumers hungry for brands that engage them with text messaging and wine marketers reporting results 32-times better than email, now’s the time for savvy wine marketers to embrace text messaging.

We hope the 3-steps we’ve shared with you in this article can help your business quickly profit from SMS wine marketing.

Happy Selling!

About the Author

Founder & CEO of VinterActive, Bryan St. Amant, is a pioneer in developing preference-based direct marketing and its successful application in the wine industry. His award-winning work has been featured in books, magazines, and seminars. VinterActive is located in Windsor, California. For more information please call or visit their website vinteractive.com
707-836-7295