Exploring Southern Oregon’s Wine Country

wine farm with overseeing mountain

By: Becky Garrison

The Southern Oregon AVA, established in 2005, consists of five distinct regions: Rogue Valley AVA, Applegate Valley AVA, Umpqua Valley AVA, Red Hill Douglas County AVA and Elkton Oregon AVA. Multiple rivers – Umpqua, Applegate, Illinois and Rogue – traverse throughout this region, thus creating a number of small valleys and hillsides and a range of mesoclimates. This region’s latitude, climate and rich terroir with elevations from 350 to 2,000 feet, average precipitation of 19 inches annually and approximately 175 frost-free days afford winemakers with a European-like growing season.

  Even though Hillcrest Vineyard in the Umpqua Valley was the first vineyard to plant pinot noir grapes in Oregon in 1961 commercially, Willamette Valley’s pinot noirs tend to dominate the Oregon wine scene, thus overlooking the 70 different wine varietals produced in Southern Oregon. This includes grapes unique to the Pacific Northwest.

  For example, in 1997, Earl and Hilda Jones of Abacela Winery in Roseburg were the first in the Northwest to grow and vinify the tempranillo grapes commercially. This was followed by Stephen and Gloria Reustle of Reustle Prayer Rock Vineyard in the Umpqua Valley, who planted the first grüner veltliner wine made in North America in 2003 to 2005. Also in the Umpqua Valley, Girardet Vineyards & Winery in Roseburg was the first to plant baco noir grapes in Oregon and produce a baco noir wine in 1971. Other varieties grown in Southern Oregon that are not widely grown elsewhere in the Northwest include albariño, dolcetto, grenache, malbec, and petit verdot.

  According to Nichole Schulte, head winemaker and an owner of Barrel 42, a full-service custom crush winery in Jacksonville, very favorable Oregon laws allow for winemakers to be creative and have a little bit more control over the grapes that come into the winery. These laws allow for more flexibility in blending non-pinot noir wines such as the GSM (grenache syrah mouvedre) blends that originated in the Rhone region of France, as well as other blends that are not as well known.

  “These wines require a bit more storytelling behind them,” Schulte said. “This is where our friendly tasting rooms and winemakers come in because they can explain what they’re doing and the intention behind that particular wine.”

  While most wine regions focus on either warm or cool climate grapes, Southern Oregon can grow both warm (tempranillo, cabernet sauvignon, malbec, syrah) and cool (pinot noir, pinot gris, riesling) climate grape varieties grow very well due to the many and diverse microclimates, vineyard elevations and terroir differences across the region.

  According to Rob Folin of Ryan Rose Wines in Medford, “These cooler nights and hotter days are awesome for the grapes, allowing the grapes to ripen over a longer growing season with greater concentration and balanced acid levels.” He added that they “seldom get spring frosts and only the occasional fall frost.” 

  A key difference between the two regions is that the Umpqua Valley relies on the ocean for its diurnal swings (warm days and cool evenings to help preserve acidity in the grapes), whereas the Rogue Valley relies on elevation for its diurnal swings. Ross Allen, president of the Rogue Valley Vintners and owner and vineyard manager at Padigan Wine in Medford, points to a few examples of how the climate and climate suitability in the Rogue Valley makes them unique as a key factor to the quality of fruit they produce.

  “The Rogue Valley’s precipitation is less than the Willamette Valley and more similar to Napa, making for lower disease pressure and cleaner fruit,” Allen said. “In addition, the Rogue Valley’s growing season temperatures and heat accumulation clearly distinguish us from the Willamette and California. Also, the Rogue Valley has one of the widest diurnal temperature swings of any wine region worldwide, enabling greater potential flavor and aroma development.”

  Family-owned, multigenerational vineyards dominate the landscape, with the winemakers often pouring the wine in their tasting rooms while sharing their vast knowledge of viticulture with visitors. Eric Weisinger, owner and winemaker at Weisinger Family Winery in Ashland, points to the camaraderie within fellow Southern Oregon winemakers that creates a healthy culture.

  “People want each other to succeed,” Weisinger said. “Our region may not be that old but we’ve done a lot in a short period of time.”

  The towns that dot Southern Oregon, such as Ashland, Grants Pass, Jacksonville, Medford and Roseburg, have emerged in recent years as wine destinations with food, art, music and a wide range of lodging options from budget motels to B&Bs nestled within a vineyard estate. Unlike more populated Western wine regions such as the Willamette Valley or Napa Valley, Southern Oregon is far away from major population centers, so one can avoid the touristy crowds that tend to congregate, especially during the weekends and holidays. While this intimacy creates a unique wine experience for the consumer, Ted Gerber of Foris Vineyards in Cave Junction notes how this region’s distance from major populations can make direct-to-consumer (DTC) sales difficult. However, some wineries, like the Weisinger Family Winery, sell almost all of their wine in the tasting room or online.

Rogue Valley AVA

  This AVA is dominated by the Rogue River that flows south into the AVA at the town of Shady Cove, turns west outside of Eagle Point and flows through Gold Hill and out of the AVA northeast of Grants Pass. This region is home to Oregon’s first official winery, founded by Peter Britt in 1873. Currently, the Rogue Valley’s approximately 180 vineyards run along three valleys of this river’s tributaries: the Illinois, Applegate and Bear Creek. While this valley’s heat results in prime growing territory that naturally benefits big Bordeaux and Rhône varieties, winemakers like Jean-Michel Jussiaume of Maison Jussiaume Wines find this climate well-suited for producing sparkling wine. He moved to the United States from France in 2005 with the intent of producing handcrafted sparkling wines. In his estimation, the growing conditions of the Rogue Valley are less challenging than the region of Muscadet, where he grew up.

  The Illinois Valley, the southernmost part of this AVA, receives some marine influence due to its proximity to the coast, thus resulting in a cooler, wetter climate than much of the rest of the appellation. This climate attracts vintners like Ted Gerber, who established the family-owned Foris Vineyards in 1974 with his late wife, Meri. He chose Cave Junction as the location for his winery, as it lies halfway between the pinot noir growing areas of Sonoma and the Willamette Valley. Also, this region has a very large diurnal swing with plenty of ripening for alsatian varieties. In 1977, he had the distinction of being one of six growers to receive a few dozen clones of pinot gris, pinot blanc and gewürztraminer that Oregon State University imported from France, and Floris continues to produce these varieties.

  Like many other winegrowers in the Rogue Valley, Chad Day, owner and manager of RoxyAnn Winery in Medford, came from an agricultural tradition where he describes his winemaking process as farm-to-fork. Currently, Day oversees farming the vineyard and managing the winery while a cousin manages the orchards and field crops, all farmed on the same 250 acres their extended family has owned since the 1890s. While they grow 17 different varietals, their focus is on the Bordeaux and Rhône varieties that grow well in this warm region with their craft claret blend consisting of cabernet sauvignon, cabernet franc merlot, malbec and petit verdot. At this juncture, climate change has proven beneficial for them as the green cabernet that came from the Rogue Valley 10 to 20 years ago is now more full-bodied.

Applegate Valley Sub-AVA

  Ensconced inside the Rogue Valley AVA is the Applegate Valley Sub-AVA, an area consisting of 19 wineries and a total acreage of 278,190. This valley was formed by the flow of the Little Applegate and Applegate Rivers that wind between the peaks of the Siskiyou Mountains, with Jacksonville in the southeast and Grants Pass in the Northwest. As this region receives rainfall from the surrounding Siskiyou Mountains and cooling marine temperatures from the west, this AVA receives more moderate heat than Illinois Valley, with granitic alluvial gravels as the predominant soil type.

  Despite its overall warmth, this AVA poses a challenge to winemakers, as it has the shortest frost-free period in southern Oregon: 137 days compared to 150 to 165 days in other parts of the Rogue Valley. This is attributed to the higher vineyard elevations and the surrounding mountains that restrict sunlight late in the day. Also, water availability can be challenging due to little rain and moderately high heat. But according to Schulte, they are well-positioned to deal with the ongoing climate challenges.

  “We have a lot of people who are creatively thinking ahead,” Schulte said. “Also we have so many microclimates here that we’re able to grow many different varietals well, so we’re not pigeonholed into any specific sort of style or varietals.”

In response to increasingly warm summers, they are among those wineries replating some of their vineyards with varieties more amenable to hotter and drier climates. As reported in the July/August 2023 issue of The Grapevine Magazine, Schulte is one of the leading experts in researching collaborative approaches to handling smoke in the vineyard and winery.

Umpqua Valley AVA

  The topography of the Umpqua Valley is over 75 percent hills and mountains, which creates an extremely diverse climate and terroir. This area is known as “the land of a hundred valleys,” with three mountain ranges: Klamath, Coast and Cascades converging in the Umpqua Valley. This resulted in numerous ancient faults, folds and outcroppings, as well as 140 soil types, including silt, clay, sediments and alluvial dirt. This makes the valley one of the most diverse growing regions in the world, according to Terry Brandonborg of Brandborg Vineyard and Winery in Elkton.

  Overall, the Umpqua Valley tends to be wetter than the rest of Southern Oregon, with the northern part of the appellation typically receiving the most rain. Within this AVA, one finds the Red Hill Douglas County AVA and Elkton Oregon AVA, both of which are further north with a cooler climate. The Elkton Oregon AVA lies within the northwest corner of the Umpqua Valley and is closer to the ocean. At the same time, the Red Hill Douglas County AVA is comprised of a single vineyard consisting of rich volcanic soil from the ancient, uplifted seafloor that produces pinot noir and pinot gris wines.

  The overall climate is such that they can ripen bigger reds in the warmer areas of the Umpqua Valley, like Bordeaux and Rhône varieties, but still dry farm. Per Scott Kelley from Paul O’Brien Winery, who used to be the director of winemaking for Mondavi in California, “There is not another region in the U.S. that can lay claim to that.”

   Also, a growing number of Umpqua Valley wineries are exploring the sparkling side of wine, including Pet-nats, such as Brandborg Vineyard and Winery in Elkton, which produces alsace-inspired white wines along with pinot noir. After getting his garage bonded as a home occupation in 1986, Brandbog moved to a rented warehouse space in Richmond, California in 1990. After he connected with wine pioneers like Scott Henry of Henry Estate Winery, he and his wife, Sue, began looking for a cooler coastal climate in 2000. After moving here, Brandborg joined the board of the Oregon Winegrowers Association, which later became the Oregon Wine Board, and then served as president of the Umpqua Valley Winegrowers Association.

Marketing Southern Oregon Wines

  In Gerber’s estimation, the cooperation within the Oregon wine industry was extremely helpful to their historically small appellation. He found the marketing door opened for them with an “Oregon” appellation when they began selling in Canada, Japan and over 40 states. Along those lines, Wine Enthusiast named the Rogue Valley as one of five regions selected internationally as the wine region of the year in 2022. In recent years, the Rogue Valley Vintners and the Umpqua Valley Winegrowers Association have served as marketing organizations to bring awareness to the wines produced in Southern Oregon.

How Vineyards Can Protect Their Grapes from Devastating Frosts  

windmills in grape farm

By: Alyssa L. Ochs

Various weather hazards put delicate wine grapes at risk, including hail, high winds, wildfires and droughts. Frost is another major issue in vineyards across the country, especially spring frosts that attack emerging shoots and buds when they are just beginning to form. The riskiest time, which requires strategic planning and advance preparation, is when bud break has occurred, but the frost risk has not yet passed.

  To address these cold-weather concerns and help vineyards protect their grapes from frost damage, industry experts weigh in to share their knowledge and provide guidance for a successful yield.

Types of Frost and the Risks

  Different kinds of frost can harm delicate grapevines depending on where a vineyard is located. Advection frosts occur when temperatures are below 32 degrees Fahrenheit, and the wind is greater than 10 miles per hour. This type of frost happens with a weather front moves into an area, and cold, dry air replaces warmer air. Radiation frosts are associated with temperatures above 32 degrees Fahrenheit and calm winds. These frosts occur during clear skies and due to lost heat as radiant energy.

  Both weather patterns are problematic for vineyard operators and influence whether active frost protection methods are effective. Frost is a significant issue for vineyards because of the dangers of uneven ripening, decreased fruit quality and damage to an entire vintage in severe cases. Frosts can happen unexpectedly during the growing season and when grapes are dormant. Meanwhile, some types of grapes are more susceptible to frost damage than others.

Overview of Frost Protection Methods

  Frost protection methods are typically divided into two categories: active and passive. Active methods involve intentionally modifying the energy and climate of grapevines through wind machines, heaters, sprinklers and other measures. Overhead impact sprinklers, water micro-sprayers and cold air drains are other active methods to prevent frost damage.

  In contrast, passive frost protection methods do not require energy input or adjust the climate, instead focusing on strategies like cultivar and site selection, which must be considered before establishing a vineyard. Other passive approaches include looking at soil water content, cover crops and barrier management. A combined strategy with active and passive measures is often most effective in the vineyard, especially alongside good vineyard design, vineyard floor management, sprayable products and late pruning if necessary.

Professional Help with Frost Protection

  Fortunately, equipment manufacturers and specialty companies are available to help vineyards address their frost protection concerns. Since 1967, Orchard-Rite, a family-owned business, has engineered and built wind machines with precision technology. With its headquarters surrounded by vineyards, orchards and farms in Yakima, Washington, Orchard-Rite operates one main manufacturing and assembly plant and has supplied an estimated majority of wind machines and frost fans in operation worldwide.

  Shawn Miller, who leads sales and dealer support for Orchard-Rite, told The Grapevine how wind machines are an effective tool for protecting various crops from the damaging effects of frost and critical temperatures worldwide.

  “During radiation cooling nights, wind machines pull down warmer air and ventilate the growing area to prevent the pooling of cold air,” Miller said. “Most importantly, they provide air movement across the plant surfaces, which prevents them from supercooling. Even with a weak inversion layer or on clear, cold nights, Orchard-Rite machines substantially reduce the chance of supercooling.”

  Orchard-Rite serves customers with wind machines that protect against frost throughout North America, South America, Africa, Europe, Australia and New Zealand. Miller said these regions have special seasons that benefit from Orchard-Rite’s wind machines. For example, these machines help protect blooms from critical temperatures and frost in the spring, and they aid in drying the clusters and canopy of excess moisture in the summer. He said they also protect critical autumn temperatures when more time is needed before harvesting and during winter months when temperatures have fallen to the point of damaging or killing the vine.     

  “What makes us unique, is that we manufacture many of our wind machine parts, verses buying off-the-shelf-parts,” Miller said. “This gives growers the confidence in the quality of our equipment. As for the market share, warranty, product support, research and development and dealer support, we are by far the leader in the world market. With over 39,000 Orchard-Rite wind machines sold throughout the world, we have the longest proven track record, providing the best value, highest performing, quality wind machines with a worldwide dealer network to support parts, service and sales.” 

In addition to the products that Orchard-Rite provides, Miller told The Grapevine that other sources for frost protection can be used for supplementary heat, such as irrigation micro-sprinklers and fuel-burning devices.

  “Additionally, when supplementary heating is used with the wind machines, this can improve results of your protection,” he said.

  Another company that helps vineyards get a handle on their frost prevention tactics is Vigneron Toy Store, a Sutherland, Virginia-based business with products and services to assist vineyards with harvesting, spraying, canopy management, floor management, pre-pruning, leaf removal and frost mitigation. Kirk Thibault from Vigneron Toy Store told The Grapevine Magazine about how his company’s AgroFrost frost protection equipment is based on sublimation. He explained that this phase change of the water vapor releases energy into the bud and protects the crop from frost damage. He said these machines could protect with or without a thermal inversion down to 23 degrees Fahrenheit. 

  “AgroFrost machines are now in use throughout the world,” said Thibault. “They started in European orchards and have been protecting grapes, blueberries, apples and pears for many years. The tow-behind Frostbusters and stationary Frostguards are mobile and can adjust to changing conditions or changes to the vineyard. We have several differently sized units that can concentrate on individual blocks or entire fields depending on a growers needs.”

  Thibault told The Grapevine Magazine that something that makes this frost prevention solution unique is the fact that AgroFrost machines will recover your cost in one year’s potential fruit loss. 

  “No matter the weather conditions, our system works,” Thibault said. “Labor and start-up costs are far less than other systems, as one machine and operator can cover 15 to 20 acres and no further infrastructure is needed to operate the machine. At Vigneron Toy Store, we train you on every aspect of the machine and all operating procedures.”

Beyond the offerings at Vigneron Toy Store, Thibault said that promoting the vineyards’ natural environment to prevent frost is a helpful start.

  “Keeping grass short with bare ground under the vines helps return more ground heat to the vines,” he said. “It also allows better flow of warmer air across the vineyard. Wind machines and sprinkler systems also provide frost protection but require much higher infrastructure costs and can damage crops as well.”

  H.F. Hauff Company, Inc., based in Yakima, Washington manufactures the Chinook wind machine, which is popular among vineyards because one machine will cover up to 18 acres in a vineyard – 150 feet more than other competitive units. Dean Hauff from H.F. Hauff Company told The Grapevine Magazine that this product’s exclusive trailing edge wedge increases sector angle coverage to 80 degrees – a full 60 seconds of direction protection in the horizontal plane. He said warmer temperatures pull from higher up in the atmosphere in the vertical plane, raising temperatures more quickly on the vineyard floor. Another benefit he shared about the Chinook wind machine is its one-piece fan blade design, as air movement from the air foil starts 14 inches from the fan hub center with increased air movement directly under the fan. It’s also easy on fuel consumption (13.5 gallons of propane per hour or six gallons of diesel per hour), is competitively priced and comes standard with auto-start capabilities and a stainless-steel engine hood.

  “We are a conservative, family-owned business and have been in the agricultural manufacturing business for 58 years – 54 years directly involved in wind machines for frost protection,” Hauff said. “We were trained by the originators of the first wind machines and have grown up with the evolution of the wind machine from the ground up. Our quality manufacturing process is based on sound engineering principles and aerodynamics dedicated to our customer needs.”

  In addition to the Chinook wind machine, Hauff said that horticultural practices are an important tool in any overall frost protection strategy.

  “Besides wind machines, low emitter sprinklers work well,” Hauff said. “From grass to dry dirt, you can pick up one to two degrees, from dry dirt to wet dirt another one to two degrees. If possible, planting your vineyard rows with the natural drift will help by giving extended time before the cold air drain begins to back up. Also, planting on the higher ground will aid in delaying the frost. Frost is a lot like water because it flows to the low ground first and then begins to back up to the higher ground, freezing out the crop as it goes.”

Frost Strategy Management and Tips

  Many vineyard owners and managers are turning to high-tech solutions like weather stations, data monitoring and flow meters to manage frost protection in the vineyard. Yet some instances of frost damage are inevitable despite all the latest innovations. Therefore, it is vital to know the steps to manage the damage, including assessing injury to grapes after a frost and deciding whether to remove damaged parts of the plants or allow them to remain intact.

  Miller from Orchard-Rite offered some advice for vineyards looking to improve their frost prevention strategies this year.

  “It is very important not to wait until you are at a critical temperature to start your wind machine,” Miller said. “We recommend that if the forecast conditions are going to reach critical temperatures, farmers should start their wind machines three to four degrees Fahrenheit above the critical temperature for the crop being protected. Additionally, make sure that you have opened areas up that can trap or dam the cold air, such as fence lines full of debris.”

  Thibault from Vigneron Toy Store recommends determining the vineyard’s coldest area or most frost-sensitive variety and placing a Frost Alarm at the fruit level.

  “Our Frost Alarms provide cell phone warnings based on wet temperatures for the temperature you set,” Thibault said. “Frost doesn’t always happen at 32 degrees but can occur at 34 or 35 degrees sometimes. You should start to protect your vineyard slightly before the damage temperature. The most common mistake we see people make with any frost protection system is starting after damage has already happened.”

  Finally, Hauff from H.F. Hauff Company advised that those with no frost protection in place should seriously consider putting in a wind machine.

  “It is less labor-intensive than other options, operating costs are low and unit coverage can be great,” Hauff said. “In addition, a wind machine will keep on protecting your crop year after year.”

  For those with wind machines in place already, he said they should look at improving the efficiency of the systems currently in place. 

  “Upgrading your current wind machine is not out of the ordinary,” Hauff said. “Not all fan props are created equal. Many improvements have been made with regard to technological breakthroughs, aerodynamics, increased horsepower and increased performance. In the 1940’s, six to eight acres was the standard fan coverage. Today, the advanced aerodynamic features of the Chinook fan prop protect a full 15 to 18 acres. Matching your current fan and engine horsepower and replacing it with a properly sized Chinook fan will improve your fan coverage by roughly more two acres.”

A Glass a Day Keeps Stress at Bay

Embracing Wine in the Lives of Everyday People

hand pouring wine to glass

By: Heidi Moore, Host – Wine Crush Podcast

The number of factors bringing stress into our lives has increased exponentially over the past few years. First, there was a global pandemic that brought a wicked mixture of fear, isolation, and uncertainty to our lives. The pandemic was followed quickly by economic instability, in which inflation drove up prices of everything from eggs to oil to airfare. Seeking ways to deal with the economic fallout from inflation, many businesses turned to layoffs, leaving hundreds of thousands of employees suddenly without a paycheck.

  As Americans seek to deal with these and other stressors they face in today’s world, they often turn to activities like hitting the gym, getting out in nature, or talking with a therapist. One of the simplest formulas for keeping stress at bay, however, is taking the time to enjoy a glass of wine.

Sipping the Stress Away

  Wine’s ability to calm us down is founded in science. Specifically, wine contains a compound called resveratrol that has been shown to bring our emotions back into balance.

  Resveratrol is a chemical compound found in grape skins and is often associated with red wines because red grapes typically have thicker skins. However, all grapes are known to produce resveratrol.

  Resveratrol’s stress-reducing properties are related to the effect it has on the body’s stress hormones. In times of stress, the hormone cortisol is released to help the body respond, but when stress is not addressed, an overabundance of cortisol can be released, leading to anxiety and depression. Studies have shown that resveratrol keeps stress hormones from getting out of control, helping our bodies avoid the type of feelings that we typically describe as “stressed out.”

Taking a Break from Stress

  While the presence of resveratrol certainly contributes to the stress relief wine can bring, it is not the only factor at play. Sitting with a glass of wine at the end of the day can help us to embrace a number of other stress-relief strategies.

  For example, stopping our work at “wine-o-clock” is an excellent way to assert boundaries. Stress often flows out of being overloaded, which drives long workdays and restless nights. Sitting with friends and loved ones for a glass of wine is one way to say that our lives are about more than just work.

  Having a glass of wine with friends also creates a space for us to talk about our stress. In many cases, simply talking about the stressful things in our lives can reduce their emotional impact. Sharing our feelings can also lead to finding the support we need to make it through stressful situations.

  Laughter is another common side effect of a glass of wine that can help us with our stress. Laughing releases endorphins that improve our mood and our resiliency. It can also help us reframe our perspectives, taking the power away from temporary situations that trigger stress.

Measuring the Popularity of Wine

  Despite its obvious benefits as a stress-relief tonic, everyday people in the US typically don’t turn to a glass of wine when they want to unwind. Recent stats on alcohol sales show that beer is the drink of choice for most Americans, with beer sales having accounted for 54 percent of all alcohol sales in the US in 2022. Liquor, such as tequila and vodka, were next in line, accounting for 24 percent of retail spending.

  Wine is at the bottom of the list in terms of alcohol sales at just under 23 percent, which represents a decline from sales in 2019. Reports from the wine industry anticipate that sales of wine will continue to go down because millennials don’t appreciate it as much as the baby boomers who came before them.

  The apparent lack of interest in wine in the US doesn’t track with alcohol consumption in the rest of the world. In fact, in terms of per capita wine consumption, the US does not even make the top 10. Portugal is at the top of the list with 67.5 liters per capita, followed by France with 47.4 liters per capita. In comparison, the number for the US is 12.6 liters per capita.

Understanding the Way we See Wine

  To understand why wine is not embraced by more people in the US, one must understand its reputation in US culture. Compared to other alcoholic drinks, wine is more often portrayed and perceived as a drink of the high class and elite. As often portrayed in Hollywood films, wine is typically referenced as a beverage that wealthy people drink on their yachts or order in exclusive restaurants.

  Wine is not seen as a drink for everyday people. When the working class unwinds and cracks open a cold one, they are typically reaching for a beer. Beer is commonly considered the go-to drink for sporting events and family picnics. It is what you’ll find at campus parties, where Americans typically develop their drinking habits.

  If wine is enjoyed by everyday people, it is typically only for a special occasion. A couple will share a bottle of wine on their anniversary, but have a draft on a typical date night. Beer is the “everyman” drink seen as more accessible, more masculine, and — by many — more patriotic.

  This attitude toward wine is not universal, which is clearly shown by the stats on per capita wine consumption. In Italy, for example, drinking wine is considered an everyday custom, not a luxury for special occasions. Similarly, in Argentina, one of the world’s top wine producers, wine is present at virtually every meal, but especially when families gather.

  In France, wine is something that is enjoyed every day, often at lunch and dinner, by a large part of the population. In fact, it is said that parents in the Champagne region of France give their children a taste of their famous wine even before they give them breast milk.

Seeing Wine in a New Way

  To promote the image of wine as an everyday drink for everyday people, the wine industry has launched many new initiatives in recent years. Educating consumers is at the forefront of these initiatives. The belief is that a deeper understanding of wine will lead to more appreciation and greater comfort.

  Enhancing the information available on a wine label’s website is one way to educate consumers. Through online blogs, companies can go beyond product information to share ideas on when, how, and why to drink wine.

  Providing educational information via social media is another promising strategy to increase the public’s appreciation for wine. With social posts, wine companies can target certain demographics or join ongoing conversations. Social media also allows companies to gain a deeper understanding of how their products are perceived by the public, and to address misconceptions.

  Bringing potential wine drinkers into wineries and wine shops is another way to further their education. This can include winery tours, which build an appreciation for the care involved in the wine-making process, and classes or seminars on wine-making. Wineries can also offer tasting room experiences specifically designed for those new to wine.

  Podcasts provide another excellent opportunity to increase the general public’s wine IQ. There are a host of popular podcasts available today on wine that introduce listeners to wine culture, helping them navigate the process of buying, serving, and enjoying wine. Many of the podcasts feature episodes for those who are new to wine. Some podcasts focus exclusively on wine newbies.

Bringing Inclusivity to the Wine Industry

  Boosting inclusivity in the wine industry is another initiative launched in recent years to make wine more accessible to the masses. Several years ago, media reports drew attention to the fact that minority communities were largely underrepresented in the wine industry. The reports argued that wine’s image as an exclusive drink was something that the wine industry perpetuated by failing to promote diversity and inclusivity in its ranks.

  In response, the wine industry has sought to make wine culture more accessible by increasing its inclusivity. In 2020, for example, Napa Valley Vintners (NVV) committed $1 million to efforts to increase diversity in the wine industry. NVV is a trade association that represents more than 500 wineries in the US.

Addressing the Affordability Issue

  Affordability is also a factor that needs to be considered in efforts to inspire everyday people to add wine to their routines. Because wine is viewed as a more exclusive drink, it is also considered a more expensive drink. Helping consumers understand that inexpensive wine is available and enjoyable is an important part of the education process.

  Sharing tips for buying wine on a budget is one way to make it more accessible. By buying directly from the winery, for example, consumers can avoid paying mark-up costs. Consumers may also not be aware that they can get good wine at good prices by shopping for it at grocery stores, discount outlets, and warehouse clubs.

  A variety of factors have led to the perception that wine is not a drink for everyday people. The truth, however, is that everyone can enjoy wine and, more importantly, everyone can benefit from its stress-reducing properties. Now is a perfect time to change the narrative on wine, rewriting the story so that a more diverse group of people can call themselves wine lovers.

  Heidi Moore is an insurance broker by day with a special focus on wine, craft beer, cider, and farming. Ten years ago, she was not a wine drinker, but when the opportunity to learn about wine presented itself, she jumped at the chance to learn something new. She ended up falling in love with the personalities, the process, and the farming surrounding the wine industry. After that, she created the Wine Crush Podcast and felt it was a great opportunity to showcase the personalities in the wine industry, dispel the myths surrounding wine, and encourage those unsure about it to step up and try it!

Keep it Moving

Fast & Efficient Ways to Help Material Handling

man moving crops using a forklift

By: Cheryl Gray

Before wine is bottled, labeled and ready to ship, wineries and vineyards have to shift large quantities of materials from one place to the next.

  The movement, storage and protection of these assets form an entire industry known as material handling. This industry sector performs a major role in ensuring the smooth operational flow of goods throughout wineries and vineyards. Its evolution includes automation and technology designed to prevent injuries, cut costs and boost productivity.

  Fortunately, there are companies, large and small, that can handle these critical tasks. Among them is Bishamon Industries Corporation, founded in 1986 to serve as the United States production arm for its parent company, Sugiyasu International Corporation.

  Bishamon works with wineries and vineyards of all sizes, from small boutique operations to large commercial establishments. It touts a line-up of products and options designed to offer solutions that meet clients’ specific needs, regardless of scale.

  It all happens at Bishamon’s 78,000-square-foot manufacturing plant in Ontario, California, with a rooftop solar system generating more than 80 percent of the facility’s energy needs. In its early years, the company produced automotive lifts and imported material-handling equipment from Sugiyasu. By the 1990s, Bishamon introduced the Bishamon EZ Loader®, which the company says revolutionized the manual palletizing industry, winning awards such as Plant Engineering Product of the Year. The product is patented worldwide and has been awarded CE certification.

  Following the success of its EZ Loader®, Bishamon launched additional material handling products, including the UniLift, which the company describes as the only product of its kind to lift and transport a standard pallet without straddling it. There is also the  EZ X Loader®, which offers a new design that targets cost savings and greater flexibility in performance. Another product, the Lift Pilot®, is described as a one-of-a-kind floor-level pallet positioner. Brian Dedmon is the director of sales for the company.

“Bishamon can address the specific needs of wineries and vineyards by offering a range of equipment designed to improve efficiency, safety and productivity in the winemaking process,” Dedmon said. “Solutions include hydraulic lift tables, mobile lifters and pallet positioners. To help wineries and vineyards select the right equipment for their unique requirements, our team takes a consultative approach by assessing the customer’s needs and offering recommendations, training and support. By offering a diverse range of equipment and providing personalized support, Bishamon strives to be a trusted partner for wineries and vineyards, helping them optimize their material handling processes and achieve greater efficiency and success in their operations.”  

  Dedmon points to some key Bishamon products that wineries and vineyards can add to optimize production, reduce costs and enhance their products.

  “Three products wineries and vineyards can benefit immediately from are the implementation of hydraulic lift tables, mobile lifters and pallet positions in their work processes,” he said. “Bishamon’s hydraulic lift tables are ideal for lifting and positioning heavy wine barrels, crates and equipment. These versatile tools come in various sizes and weight capacities to suit different tasks in the winery, ensuring smooth and ergonomic material handling for easy maneuverability. Bishamon mobile lifters are perfect for moving materials within the winery or vineyard premises. They can assist with transporting grapes, bottles, and other items efficiently, minimizing the need for manual labor and reducing the risk of injuries. Bishamon’s pallet positioners enable winery workers to load and unload materials from pallets at comfortable heights, promoting efficient workflow and reducing strain on the worker.”

  Dedmon talks about some of the company’s most widely purchased products.

  “Our most popular products are the UniLift and the EZ Loader,” he said. “The Bishamon UniLift is the only two-in-one pallet positioner/lift on the market that works with closed-bottom pallets and skids. This unit utilizes a retractable outrigger operation that allows the user to pick up closed bottom pallets without the use of a straddle stacker. This allows the unit to be used in small areas where you need more maneuverability and versatility for pallet options. Our EZ Loader is one of the best self-leveling pallet positioners on the market. It utilizes a self-contained air system with an adjustable knob to allow the user to adjust the system without resetting the air pressure or the hassle of replacing springs like other brands. The EZ Loader will raise or lower as the user adds or takes off the product, keeping the working height at an ergonomic position.”

  Dedmon adds that the company has introduced an upgraded option to its UniLift product.

  “The UniLift is an all-in-one pallet transporter and positioner designed for transporting and lifting pallets,” he said. “It also serves as a dual-purpose tool by eliminating the need for a forklift or lift table in certain applications. Now, the customer may add a Power Assist Drive System that will significantly improve the ease of maneuverability and reduce operator fatigue.”

  It is possible to reduce fatigue through innovative solutions grounded in artificial intelligence. That is the mission ofAugean Robotics. The company has invented a robot platform it callsBurro, showcasing what the robot can do through collaborations designed to give grape-growers a peek at what autonomous farming can achieve. Augean Robotics has created a team of robotics experts with vast computer knowledge and seasoned entrepreneurs with years of experience selling high-tech farming machinery to build and market Burro.

  Burro deploys A.I. in vineyards to help grape growers maximize harvests. The robots act as carrying devices or can assist with harvesting fruit. According to the company, a Burro robot is typically paired with a team of six to eight workers and can help increase productivity anywhere from 10 to 50 percent, depending upon the vineyard layout, fruit volume and other variables. Burro can also assist in patrolling, scouting and capturing data. It can serve as a platform for tasks such as UV lighting to combat powdery mildew that can wreak havoc on vineyard crops. Augean Robotics can provide a CAD file to prospective clients to outline Burro’s shape and enable a potential buyer to model items and technologies that will customize a purchase.

  When wineries and vineyards need to transport products, Magline, Inc. can help. Based in Standish, Michigan, the company has been in business for over 75 years. It manufactures various material handling products, including its recently launched Magliner Powered Lifting Hand Truck. According to Magline, the product allows its users to lift easily and lower heavy loads of up to 200 pounds, which helps to prevent injuries. When used as a traditional hand truck, Magline says that its Powered Lifting Hand Truck provides a 500-pound overall load capacity with a design featuring many of the same components as other Magliner lightweight, aluminum hand trucks. The company adds that in some instances, one person using the product can do a job that would normally take two people.

  Another popular product series from Magline is the company’s line-up of LiftPlus® powered stackers. This product features user-friendly, one-hand controls and combines the functions of a walk-behind pallet jack with those of a lift truck. It is used to handle bulk materials in manufacturing, distribution, warehousing and other areas where large material handling is  required. Unlike forklifts, no operating license is needed, and the machinery helps to reduce injuries since it is powered to carry large loads.

  Experts agree that investment in proper material handling equipment pays off in real-time by helping to prevent on-the-job injuries, smoothing the transport of critical materials and automating processes that reduce labor costs. 

Wines of Argentina

charcuterie board with wine

 By: Tod Stewart

Bonnie and Clyde. Jekyll and Hyde. Bread and butter. Salt and pepper. Some things are so synonymous with something else that it’s almost impossible to mention one without the other. In the oenophilic world, it’s hard to mention Argentina without mentioning (or at least thinking about) malbec.

  Personally, I can’t think of any other country whose vinous history is so inexorably linked to a single grape variety. (Okay, New Zealand and sauvignon blanc; I’ll give you that.) So important is malbec to Argentina’s wine industry that it accounts for almost 40 percent of all Argentine wine sold. And each year, April 17 is celebrated as Malbec World Day, a global initiative created by Wines Of Argentina (the organization responsible for, among other things, promoting the country’s wines) that seeks to position Argentine malbec as one of the most prominent varieties in the world. 

  First introduced in the mid-19th century, malbec vineyards in Argentina continue to expand, with close to 110,000 acres in the ground today.

When I visited Argentina a few years ago, I got a first-hand look at what progressive winemakers were doing in terms of technological improvements, vineyard site selection and viticultural and vinicultural practices. In other words, serious winemaking practices by dedicated, quality-oriented vintners. It wasn’t always like this.

“Until the late 1980s, Argentina was probably the worst wine producing country in the world,” admitted California vintner Paul Hobbs during an interview (and being careful not to mince words).” Having established a number of successful partnerships in California, Hobbs set out to prove to himself and the rest of the world that, when treated with respect, Argentine malbec could yield wines as good (and in the case of those from his Argentinian venture Viña Cabos, often better) than the best any country has to offer. The reason for the poor quality was simple: nobody really wanted to make anything better.

“Wine was strictly for consuming, not selling in bottle,” Hobbs maintained, “and for the most part it was all oxidized. There was really no concept of how to make good wine.”

  Thanks in large part to the pioneering efforts of local winemaker Nicolás Catena, whose epiphany came while in Napa Valley (and who took inspiration from Robert Mondavi’s contribution to the wine scene there), the scene began to change. Hobbs experienced a similar epiphany on a road trip from Santiago, Chile, to Mendoza, Argentina, at about the same time that Argentina’s winemakers were starting to get serious.

  “I saw what was possible,” he recounted. “There was a strong culture of wine, but a lack of practical knowledge. The vineyards were poorly farmed. The vines, especially for malbec, were over-irrigated, and in an effort to mitigate the threat of hail, trained far too low to the ground.”

  However, he saw a strong work ethic in the people and the potential in the land to support a world-class wine industry. “What I saw,” he says, “was an unpainted canvas.” Transforming this canvas into a vinous Rembrandt has been, essentially, what Hobbs has been able to do.

  While controlling yields and bringing more modern winemaking equipment and techniques to bear has certainly led to the continuing improvement in the overall quality of Argentina’s wines, perhaps the most significant factor behind the positive developments in the country’s wine industry hasn’t been so much about how to treat the fruit, but rather, where to plant the fruit. And as winemakers began to explore grape varieties beyond malbec, it has become apparent that they behave quite differently depending on where they are planted.

  “In our case [site selection] is the most important thing,” admitted Germán di Césare, winemaker at Bodega Trivento. “The vineyard selection is critical because it is where the whole process begins. Each site provides different characteristics to the wine, so we plant according to the wine we want to produce.”

  I also asked Gonzalo Bertelsen, general manager and chief winemaker at Mendoza’s Finca el Origen, who elaborated further:

  “Every vineyard suits a particular vine and wine,” he told me. “And even within the same vineyard, we see big differences in how the vines behave depending on weather, grape variety, soil, rootstock, irrigation, canopy management, hang time, and so on.” He notes that merlot wines made from fruit grown in the eastern part of Mendoza are typically very different than those sourced from the region’s western part, which is 600 meters higher.”

  In fact, elevation has turned out to be one of the most critical considerations in the critical process of vineyard location. The vines for Hobbs Viña Cobos wines are planted in numerous high-elevation vineyards throughout the Uco Valley and the department of Luján de Cuyo. The soils in these vineyards tend to be poor in organic material and blessed with deep layers of rock and mineral, as well as good drainage, resulting in fruit with concentration, structure and complexity.

  “High-altitude vineyards provide a wide temperature range,” Di Césare confirmed, going on to explain that “low temperatures at night and higher temperatures during the day make for perfect conditions for the harvesting of perfectly ripened fruit.” 

  As alluded to a few paragraphs back, malbec might be the preferred weapon in most Argentinian winemakers’ arsenal. Still, plenty of other red and white varieties are being used with generally favorable results.

  “We are sure that we can show there is much more Argentina can offer than just malbec,” Julián Iñarra Iraegui, commercial director for Proemio wines, told me. “The region we are in, Maipú, from my understanding, is the best region for growing cabernet sauvignon. We also make wines from petit verdot, syrah, grenache and cabernet franc.” Iraegui said that Proemio is looking to “deconstruct and reconstruct” classic French blends to craft wines that are both single varietal expressions and blends featuring those same grapes. He stated the winery’s style is “more French.”

  “We avoid over-extraction and the heavy use of oak,” he said. “We import our barrels from France, and we are also using some barrels that are made from tree branches rather than trunks. We are the first winery to use these in Argentina.”

  Tasting through a range of Proemio wines with Iraegui, I was impressed by the complexity, poise 

and refinement of the wines crafted by French-thinking (though of Italian descent) Marcelo Bocardo. “Marcelo loves blends,” Iraegui revealed when asked whether malbec might be better as part of a blend than as a single varietal.

  Though the winery makes a couple of 100 percent malbec wines, Iraegui said that the winery “loves cabernets.”

  Indeed, the Proemio cabernet sauvignon “Reserve” 2016, with its aromas of tobacco, black currant, mint, pepper and dark plum, more than adequately showed the potential of this grape variety. Juicy and dense, it was nonetheless perfectly balanced and elegant, with a hint of spice intermingling with the chewy cassis fruit.

  Just as Argentina isn’t solely about malbec, it’s also not strictly about vino tinto. Most of the main international white varietals (chardonnay, sauvignon blanc, viognier, semillon, chenin blanc and muscat) have taken root in the country’s soil. But the most interesting white variety is something unique to Argentina.

  A cross between the Listán Prieto and Muscat of Alexandria varieties, Torrontés (or more precisely, Torrontés Riojano (there are three variations of the grape), gives white wines with intense aromatics and lively flavors (very much like a dry muscat…not surprisingly).

  “Torrontés is a magnificent variety, with a high oenological value and [versatility] to obtain different wine types,” Susana Balbo of the Eponymous Winery explained to me. “In our case, we produce low-alcohol wines, natural sweet wines, dry wines, barrel fermented wines and late harvest wines from Torrontés grapes. Due to its great aromatic richness and its adaptability to diverse types of climate, Torrontés provides an interesting range of aromas that makes each wine unique.”

  I’m not sure if the situation is different in the United States, but in Canada, the wines of Argentina have generally been relegated to the “cheap and cheerful” category, which isn’t really fair and certainly doesn’t allow consumers to experience what the country really has to offer, wine-wise. Sure, you can get perfectly acceptable wines for under $20 (that’s CDN, so apply the current conversion factor for USD). But I highly recommend springing for something a bit more upmarket. You’ll likely find that the flavor profile will increase dramatically even though the price will still be below that of wines from more recognized countries and regions.

Improving Late Season Spray Coverage  

close-up of leaf sprayed with water

By: Kirk Williams, Lecturer-kirk.w.williams@ttu.edu

Lots of time is spent selecting products to control late season pests but how much time do we spend fine tuning our sprayer for these applications?  Late season spray applications can be critical in delivering clean fruit and keeping a functioning canopy post-harvest especially in areas where rainfall is common during the growing season.   Effective late season spray applications can be more difficult to achieve due to a larger and denser canopy.   

  Understanding spray coverage requires that you understand how droplets are created.  Hydraulic spray nozzles create a wide range of droplet sizes.   These droplets are measured in microns with droplets from 150 to 300 microns considered the most effective at being deposited in grapevine canopies when used with air blast sprayers.   Larger droplet sizes may bounce or roll off leaves while very fine droplets are more prone to drift.  Theoretical spray coverage based on average droplet diameter is 30% for 100-micron droplets, 15% for 200-micron droplets and 10.1% for 3300-microndroplets.  A greater number of spray droplets per unit area will have a higher probability of controlling the target pest. 

  Evaluating your spray coverage at any time of the season is critical but as the canopy gets larger and denser it becomes even more critical.  One way to evaluate spray coverage that requires minimal effort is with water sensitive cards placed in critical parts of the canopy such as the fruiting zone.  When spray droplets land on the water sensitive card, the card turns blue.   Water sensitive cards should be used when the humidity is below 80% and the canopy is dry because any moisture will turn them blue.  The water sensitive cards will react to moisture in your fingers, so be sure to wear waterproof gloves when placing the cards in the canopy.

  Spray coverage standards do not exist for control of specific insects or diseases.  Recommendations from Syngenta, one of the manufacturers of water sensitive cards, recommend 20-30 droplets/cm2 for insecticides and 50–70 droplets/cm2 for fungicide applications to provide satisfactory results.  A square centimeter is about 1/6 of a square inch.  The water-sensitive cards can be visually assessed for coverage through the provided viewing cards.  Visual observation can help you understand coverage and see droplet size, but it does not give you any numerical information that can be used to improve spray coverage.

  Water sensitive cards can be scanned and analyzed by computer programs such as the USDA’s ARS DepositScan.  The program gives you percentage coverage and deposits per cm2 .  While very accurate, this is a slow process and not well suited for the quick results needed for adjusting sprayers in the field. 

  Apps are now available that will quickly and easily analyze water sensitive cards for coverage.  SnapCard is an app that is available only for Android smart devices.  SmartSpray, is available for both iOS and Android smart devices. Developed for use in field crops such as strawberries, the spray card analysis portion of the SmartSpray app is a useful tool for analyzing percent coverage as well as accounting for small and large spray droplets.  

sprayed grapevine canopy

(Figure 1)

grapevine canopy was sprayed (Figure 1) and analyzed for spray coverage using the SmartSpray app (Figure 2).  The analysis from the SmartSpray app came back with 35% coverage with small droplets and 3% coverage with large droplets.  This quick analysis shows very good coverage for this application and within the range of what we would consider good coverage.   The SmartSpray app does not report droplets per cm2  so to confirm that our coverage number matched up to droplet number the same card analyzed by DepositScan. DepositScan reported 125 droplets per cm2 which is more than the target 50-70 droplets cm2 for fungicide applications.  The SmartSpray app can be a new tool to quickly analyze your spray coverage in the field when using water sensitive cards. 

Mid Season Spray Coverage Smartspray app

(Figure 2)  

If your water sensitive cards indicate that you are not getting good coverage there are several ways to adjust your sprayer to improve coverage. 

Increase Air Flow

  Lower fan speeds may have been used in the early part of the growing season to reduce drift.  In the later part of the season many sprayers can be adjusted to increase fan speed.   For increased late season spray coverage in dense canopies, increasing the air flow may be the easiest way to improve coverage.   Deflectors that focus the air flow more horizontally or on the fruiting zone may also improve coverage.  Keep in mind that excessive air flow can increase drift by pushing the spray droplets past the canopy target.   Be sure to confirm coverage using water sensitive cards after increasing airflow. 

Change Sprayer Output

  Increasing sprayer output by decreasing forward speed or by using larger nozzles can improve spray coverage but it does require that you recalibrate your sprayer due to these changes.   A higher volume can improve coverage if your droplet coverage is low based on your water card analysis.  The target is still to have many small droplets in the canopy.   Too much volume can run spray droplets together and cause spray run off of the leaves. 

  There are many action items to do in a vineyard to keep it productive and produce high quality grapes.  Taking time during the season to check your sprayer coverage and then adjust as needed is one of those critical items.  Larger and denser canopies may require that you take the time to look at your coverage later in the season as well.  New and old tools are there to assist you in evaluating and improving your spray coverage. 

Sources:

Bettiga, L.J. ed. 2013.  Grape Pest Management (3rd edition).  Publication 3343. University of California, Agriculture and Natural Resources.  Oakland, CA

Nansen, Villar, G. D., Recalde, A., Alvarado, E., & Chennapragada, K.  2021. Phone app to perform quality control of pesticide spray applications in field crops. Agriculture (Basel), 11(10), 916.

Landers, Andrew J., 2016.  Effective Vineyard Spraying (2nd Edition).   Effective Spraying.  Geneva, NY

Zhu, Heping; Salyani, Masoud; Fox, Robert D.  2011.  A portable scanning system for evaluation of spray deposit distribution.  Computers and electronics in agriculture, Vol.76 (1), p.38-43

Kirk Williams is a lecturer in Viticulture at Texas Tech University as well as being a commercial grape grower on the Texas High Plains.  He can be contacted at kirk.w.williams@ttu.edu

10 Tips That Will Make Your Brand Pop at a Wine Sampling or Tasting Event

guests looking at wine

By: Ray Sheehan, Founder – Old City Media

When attending a wine-tasting or sampling event, your brand needs to sparkle like fine champagne. Potential customers need to see you and know you are the best brand in the room.

No matter what you are selling, if customers don’t believe it, they won’t buy it. With that in mind, here are 10 tips that will help your brand make an impression.

Tip #1: Hire Knowledgeable and Outgoing Brand Ambassadors

Whether you hire internally or outsource to an agency, knowledgeable and outgoing brand ambassadors are the key to a successful wine-tasting event. During the night, they will represent you to potential customers and introduce them to your product because they serve as the face of your brand.

  It’s critical to hire friendly and outgoing ambassadors who easily engage with customers. At a wine sampling event, personable ambassadors attract a crowd, while shy and reserved ambassadors can appear unapproachable. Once they get people talking, they also need the confidence to motivate consumers to buy products.

  Your brand ambassadors also need to be knowledgeable about your brand and the wine industry as a whole, which is why a TIPS and/or RAMP certification is a must. These certifications ensure your brand ambassadors know what they’re talking about and can be trusted to represent your product.

Tip #2: Train Brand Ambassadors about what Makes Your Brand Special

  You may have the best wine in the world, but if your brand ambassadors don’t know how to present it properly, no one will ever know. Before the tasting event or sample sale, train them thoroughly about what makes your brand special. They’ll need to interact with new customers, answer questions about your product, talk about what sets it apart from other wines, and convince them to buy it.

  Before brand ambassadors represent you at the tasting event, they should know your brand’s story, mission, and values as well as yourself. If your brand has a competitive advantage over the other wines available that night, make sure your brand ambassadors know it.

  Make sure to provide thorough training to address the following aspects of your brand:

   Your brand’s history — brand ambassadors should be well-versed to speak about how your company came about, who founded it, and why. This information will help ambassadors answer questions with a personal flair that tells customers why they should buy from you, not another company in the industry.

●   Your brand’s unique products — brand ambassadors need to be able to speak about each separate product you offer. For this reason, train them with specifics about how your wines are made, how you source ingredients, how you promote sustainable manufacturing, and what makes your wine stand out compared to other brands on the market.

●   Your customer benefits — brand ambassadors must be able to highlight the value of your product(s). For instance, if a prospective customer walks up to them and asks what results they can expect to see, taste, or feel, this can include things like less sugar, fewer calories, organic ingredients, and unique flavors.

Tip #3: Scope Out the Event’s Location Before the Wine Tasting

  Call the event manager and ask for a tour of the space. As you look around, ask about the venue and what amenities to expect. Find out if the event has Wi-Fi, as well as if you will be able to access a sound system, and ask whether you can use a stage or podium.

  It’s a good idea to bring a list of questions regarding the venue’s expectations. Find out if the venue has restrictions on branded materials, such as professional banners or tablecloths, and ask if the venue allows games and activities at tasting events.

Likewise, ask event organizers about other products that will be served during the tasting. Find out if there is a dress code, and be sure to abide by it. If the event is at a restaurant or marketplace, ask about their set-up expectations. When you arrive with all your supplies, you will want to be able to set up without taking away from the customer experience.

  Finally, confirm the event will have your product available at the wine sampling. Believe it or not, many brands simply assume this and arrive to find out otherwise.

Tip #4: Establish Clear Goals and Objectives for Your Bbrand Ambassadors

  Before the wine sampling, establish clear goals and objectives for each of your brand ambassadors. To set these goals, consider how you will ultimately measure success for the event.

  Successful event marketing has a solid foundation with clear goals and objectives. In other words, before you can put on a successful event, you need to know what success will look like and how you will measure it. To do this, set key performance indicators (KPIs) to evaluate your ambassadors’ performance. In a nutshell, KPIs allow you to judge performance in relation to a specific and measurable standard.

  Decide whether your goals relate to sales volume or customer satisfaction. In either case, take a hard look at those numbers now. Next, determine how your brand ambassadors can enable your brand to maintain or surpass those numbers at the event. Finally, set your budget for the event, and make sure your goals realistically justify that expenditure. 

  You should offer your brand ambassadors incentives to drive sales at the sampling event to meet these goals. These incentives can be in the form of inexpensive gift cards or free products.

Tip #5: Ensure Your Brand Ambassadors Look Professional in Branded Attire

  Make sure your brand ambassadors are dressed to impress by providing branded apparel that looks like it belongs at the wine sampling. Your ambassadors should have clothing that is both professional and comfortable.

Remember to plan for all weather. Equip your brand ambassadors with a change of clothes if they find themselves outdoors in wet or dirty conditions.

Tip #6: Design an Enticing Branded Setup

  Make sure your branded setup is eye-catching, even from across the room. Creative and fun booths are guaranteed to draw customers your way. Picture a balloon arch that mimics grapes on a vine. 

  For smaller sampling events, I recommend a 10’x10’ booth and cocktail table set-up, a professional sign to promote your brand, and a banner or backdrop that can be used in photos. To add flair, finish your booth with a branded tablecloth and wine glasses.

  In all the fun of designing a creative space, remember to keep it clutter-free and easy for attendees to navigate. If you display too many products in one area, people will likely get confused and purchase less.

Tip #7: Bring Both Digital and Hardcopy Marketing Materials

  In this day and age, we all know the value of digital marketing materials. Shareable social content will allow your experience to live on long after the last sip of wine. Bring favors emblazoned with your event’s hashtag, and find a clever reward to encourage your customers to snap and share pictures on their social media channels.

  Someone on your own staff should also be there to document the tasting. After the event, that staff member can publish those videos and pictures on your brand’s social channels.

  In addition, always come prepared with hard copy marketing materials in case the location has Wi-Fi issues. Print branded fliers that highlight the wines you are serving at the event so attendees who enjoy your product can jot down key notes before moving on. Best of all, they will be able to access the information about those wines when they get home.

  Hardcopy materials can also present an opportunity to collect customer information. For example, if you offer customers business cards at a wine-tasting table, you can naturally ask for their contact information during the exchange.

Tip #8: Increase Engagement with Games, Q&As, and Free Samples

  Plan to draw potential customers to your booth with games, Q&As, and free samples. A simple spin-the-wheel game increases your brand’s visibility and engages interest around the entire room. The truth is that, if you can get people to have fun, they’ll be far more likely to remember what they liked about your wine in the future.

  Plan games that are relevant to your brand’s identity. Games are a great way to engage with customers and get them talking. For example, a matching game can launch a conversation about favorite wine and food pairings. The activities you plan don’t need to be lengthy — five minutes max should do it.

  Another idea is to use samples of your product to make the games more fun. For example, blindfolded contestants can guess the color of grapes to earn their tastings.

Tip #9: Reward Potential Customers with Free Swag

  You need to give away some sort of free swag. A small gift, sample, coupon, or even a branded hat will make people feel special.

  The best swag is relevant to your brand, the event, and the target audience. For a wine-sampling event, branded wine glasses or corkscrews are perfect.

  The most important tip is to ensure your customers walk away with something useful in their hands. When guests leave your event with merch they value, your brand gains a pair of legs that take it beyond the sampling. Customers will carry your branded swag to cars, houses, and offices. If those souvenirs remind people of the fun they had that night, they may even share the experience with friends and family.

Tip #10: Above all, Have Fun!

  The most important thing to remember when working at a wine sampling or tasting event is to have fun! Before the event starts, ensure your brand ambassadors know their roles, and are relaxed and ready to go. Your final pep talk should not be about making more sales or getting more traffic on social media. It should be about making sure the brand ambassadors have fun. This event allows them to show off their personalities, so let them shine.

  A wine-sampling event can introduce your brand to new consumers and strengthen your relationship with current ones. Use these 10 tips to design an event that will create a memorable experience for your patrons, increase awareness around your brand, and learn even more about what your target audience wants.

  Ray Sheehan is the Managing Partner of UpcomingEvents.com, a North American event production and marketing company. He has a background in strategic planning, marketing, event management, and advertising and has helped the company expand from one city to over twenty states. Before this role, Ray owned and operated philly2night.com, a production and news company in Philadelphia and South Jersey. He oversaw all aspects of the business and produced a nationally syndicated television show. In 2020, he launched the G.I.F.T Program as part of Old City Media. Ray is recognized as a leader in the special events industry and an innovative thinker in the Philadelphia community and beyond.

Top 5 Vineyard Equipment Companies & What They Offer

man riding a crop machine

By: Alyssa L. Ochs

Choosing the right equipment is one of the most important decisions a vineyard owner will ever make, especially since heavy pieces of machinery are significant investments built to last for many years. Some companies that cater to the needs of vineyards specialize in just certain, niche types of equipment, while others are one-stop shops that offer nearly everything required to grow and harvest grapes for making wine.

  To help you narrow your options, here are five top companies offering vineyard equipment and what makes them stand out as suppliers in this industry.

Gearmore, Inc.: 24 Implements to Make Your Vineyard More Productive

  Gearmore, Inc. is an employee-owned business specializing in implements for the agricultural and light construction industries. Based in Chino, California, Gearmore has been in business for approximately 60 years and provides quality implements through servicing tractor dealers.

  Robert Giersbach, the marketing manager for Gearmore, told The Grapevine Magazine, “We have always placed a priority on vineyard implements due to the large acreage on the west coast. There are about 900,000 acres of vineyards in California, which includes table, raisin and the largest being 615,000 acres of wine grapes.”

  Since growing grapes requires many types of machinery, Gearmore offers 24 unique implements for vineyards in varying widths and capacities. These include vine trimmers, leaf removers, pre-pruners and multiple pieces of spraying equipment. Gearmore also offers compost spreaders, rotary tillers, soil conditioners, weeders, cultivators and numerous other options relevant to essential vineyard work.

  “The California vineyards are planted in row spacings from four to 12 feet, with six- and eight- foot rows now being the most popular. The coastal vines are using mainly trellis with vertical shoot positions, but the hotter Central Valley requires a trellis system, such as California sprawl, double cross arms or quad.”

Kingsburg Cultivator, Inc.: Durable Products with Replacement Parts

  Kingsburg Cultivator, Inc. was established near the small, rural town of Kingsburg, California in the 1950s as an agricultural equipment manufacturing and repair company. Chuck Norris from Kingsburg Cultivator said that his company offers a wide range of equipment and solutions for all seasons.

  “We specialize in berm management solutions, which include our products made in the central valley of California,” Norris said. “We also import equipment out of Italy known as Orizzonti. Within our berm management division, we have mowers, blades, discs, sweeps, tillers, paddles and string weeders. We have single-sided and double-sided frames that we can mount in either the front or rear front or rear of the tractor based on the needs of the customer.”

  KCI’s pruning division offers various pre-pruning solutions available in both single and double-sided frames. These options include sickle bars, disc pruners and high-speed skirters with many adjusting configurations available year-round.

  “Our Orizzonti line offers different length shredders as well,” Norris said. “You can interchange flail blades or hammers in any of the shredders we offer. Our spreader division consists of vineyard models and has interchangeable attachments for different applications. We offer a KCM 58 and KCM512 with bander and spinner attachments. The spreader dimensions are five inches wide by eight inches long and five inches wide by 12 inches long. The banding configuration comes in five-, six- and eight-inch lengths. Our supersealed bander allows little to no loss in product.”

  KCI has been a manufacturer of vineyard equipment for over 65 years, starting with a belt drive skirter that operated off the crankshaft of the tractor. Since then, the company has stood out because of the quality of its products, outstanding service and replacement parts on hand.

  “Since the beginning of time, we at KCI have had a high expectation of product quality and durability, and we stand behind our products,” Norris said. “Customer and field service also is what sets us apart from other similar businesses. With our experienced office and shop staff, we can help our customers timely and efficiently. KCI makes sure to prepare and have replacement parts on the shelf ready for when our customers are in need. We understand that downtime is a very costly expense and always keep the customers’ best interests in mind. With us being a fabrication shop, in some cases, we can even build parts for equipment other than ours if our customer isn’t able to find the part needed. We also do field repairs of our equipment for our customers with service trucks and skilled technicians if we can’t diagnose and troubleshoot the problem over the phone.”

New Holland Agriculture: Grape Harvesters & Tractors Just for Vineyards

  New Holland Agriculture, a subsidiary of CNH Industrial, brings over 125 years of experience to the industry and serves vineyards with specialty tractors and grape harvesters. Tanner Cady, a viticulture marketing specialist for specialty tractors and harvesters at the company, told The Grapevine that New Holland Agriculture’s specialty tractors come in various ranges for horsepower, width, height and traction style, specifically the T4F/V, T3F and TK4 models.

  “Wine grapes range in row spacings from 3.5 feet to 11 feet,” Cady said. “We have three different tractor widths – 42 inches (T4V), 55 inches (T3F) and 63 inches (T4F) –  to fit those applications. In most scenarios, height is not a problem like it is for table grapes. And depending on the size of the operation, you can choose between 80, 90, 100 or 110 horsepower for the T4F/V and 60, 70 and 80 horsepower for the T3F.

  New Holland has a tractor built for vineyards planted on steep hillsides, too, the TK4 Crawler.

  “This tractor is available in different horsepowers, widths and heights,” Cady said. “Depending on producers’ applications, they may want one with or without a cab, one that is 46 inches wide or 70 inches wide or lastly, one with only 80 horsepower versus 100 horsepower. The T3F also has a very low center of gravity that makes it useful on hillsides, too.”

  New Holland Agriculture’s grape harvesters are available for row widths of 3.5, 4.5, 5.5 and 7.5 feet. The horsepower ranges are from 128 to 182, and three different cleaning styles are available: straight to tank, destemmer and Opti-Grape.

  “Straight to tank is our most basic way of removing mog,” Cady said. “This is made up of two to four fans. Those fans are standard with all other forms of cleaning. Destemmer is our mid-range form of cleaning. It acts as a sieve while forcing grapes to fall through a mesh belt. It then collects the leaves, wood and anything else that isn’t a grape to continue down the belt and over the back of the machine onto the ground. While destemming, it also breaks up the clusters and collects the rakis while directing the grapes to the hopper. Opti-Grape is our premium sorter. This is done with what we call an ‘Air Knife.’ It uses pressurized air to discharge everything other than grapes out the side of the machine, leaving a nearly perfect sample in the hopper that is ready for the winery and requires no additional sorting at the winery.”

  New Holland is unique in the industry because it is the only manufacturer to make grape harvesters and tractors under the same umbrella.

  “Also, both our harvesters and tractors run FPT engines,” Cady said.” “This is particularly important when it comes to harvesters. Other grape harvester manufacturers run a third-party engine that requires separate technicians from those who will service the harvester itself — one unit and two technicians for servicing. With the New Holland grape harvesters, our technicians are trained on both the engine and the harvesting mechanisms, meaning we can service both in the same visit.”

Kubota Tractor Corp.: Reliable Tractors and a Knowledgeable Dealer Network

  Kubota Tractor Corp. introduced its first tractor to the U.S. in 1969 and has expanded to offer many products today, such as utility vehicles, lawn mowers, construction equipment, agriculture tractors and hay equipment. Erik Lisitza, Kubota’s product manager for specialty tractors, told The Grapevine that his company offers various power units and implements for the vineyard market.

  “Kubota’s M Narrow Series tractors, which includes the M4N and M5N, are offered in both open station and cab models with three horsepower ranges and multiple transmission options, in addition to the M5N Power Krawler Narrow CAB half-track model,” Lisitza said. “Our implements for mowing, seeding and tillage are offered through our Land Pride brand.”

  Kubota introduced its second-generation M5 Narrow Series at the exhibitor grounds at the World Ag Expo in February 2023, which includes two new models, the M5N-112 and the M5N-092. The durable workhorse tractor users have come to rely upon remains at the core of these latest models. However, updated comfort features and visibility enhancements are now available while using them among the rows and vines.

  “Our consistent offering and being known for our simple and reliable tractors is what makes Kubota stand out as a provider of vineyard equipment,” Lisitza said. “Our knowledgeable dealer network works and lives where the vineyards are, and they know their customers and the specific needs of their industry.”

Jacto Inc.: A Sprayer Specialist with a Global Presence

  Headquartered in Tualatin, Oregon, Jacto Inc. offers high-tech products and innovative solutions for the agricultural industry and has a presence in over 100 countries. Jacto has a history that dates back over 75 years and has plants and offices in Argentina, Brazil, Thailand and Mexico.

  Walter Mosquini, Jacto’s international sales manager, told The Grapevine that the primary sprayers that his company sells to vineyards are the airblast sprayers. Jacto offers 13 different models of airblast sprayers ranging from 50 gallons to 1,000 gallons. 

  “We also offer a mini-tower kit for four different models to provide even better coverage to the crop. The other type of sprayer the vineyard market buys from Jacto is a hooded herbicide sprayer to spray weeds between the rows while protecting the crops from chemical drift.”

  Mosquini said that Jacto is unique as a vineyard equipment provider because of its global presence and long history in the industry.

  “We offer many models of sprayers, from hobby vineyard operators to extensive corporate vineyards,” he said. “Our sprayers are built to withstand the heavy use found in commercial farming. Our Arbus 200 sprayer can be operated with an 18-horsepower tractor, keeping the tractor and sprayer cost at a minimum.”

Choosing Equipment for Your Vineyard

  Each of these companies has something unique to offer vineyards, and the industry leaders who work for them can provide helpful advice for choosing new equipment to grow grapes.

  Giersbach from Gearmore said, “When asked by growers what equipment they may need, we ask about the row width, tractor model and what operation and outcome they hope to achieve. Yet established growers usually know exactly what they need and do not require our input.”

  Cady from New Holland Agriculture recommends buying equipment that does not run a Diesel Particulate Filter (DPF).

  “You will only find this with New Holland equipment; we maintain a low carbon footprint without the need for a DPF,” Cady said. “Also, consider your acreage, terrain, row spacing and yield when choosing a harvester or tractor. Those play considerable factors in the make-up of the equipment a producer will need to purchase.”

  Mosquini from Jacto shared his company’s sprayer selection guide with The Grapevine, a guide designed to help vineyards determine the model of sprayer that will work best for their needs. The guide addresses 12 essential factors to consider, starting with the type of crop, the number of acres to be sprayed, the typical galloon sprayed per acre and pump capacity. Tractor speed, row spacing, crop height, turning area and crop density are other factors to consider.

  Lisitza from Kubota advises vineyard owners looking to buy new equipment to talk with a local dealer for the best advice before making a major purchase.

  “They know our equipment, and they know your business and the vineyard market. Their knowledge can help you get into the right piece of equipment for your operation,” he said.

  Norris from KCI advises prospective customers to do their homework and ensure their fields are set up properly to run the equipment they are trying to purchase.

  “Make sure to include photos, videos, row spacings, type of field and irrigation techniques to ensure the mechanized equipment won’t damage or cause more issues than your current practices,” Norris said. “If your field is not set up correctly but you want to move to more mechanized techniques, make changes to your field before the purchase. Also, make sure the company supports your equipment with service and parts availability. The sense of assurance when your equipment malfunctions or is damaged and parts are a call away is priceless. Reliability is very important for the product you plan to buy as well. Do research into the company producing the machine of interest. This can include looking at reviews and comments on Google, asking current owners of the machine and going to see the machine run in the field for yourself.”

The Application of Tissue Culture for Grapevine Disease Elimination

grapevine field in rows

By: Judit Monis, Ph.D. – Vineyard and Plant Health Consultant

My experience working with tissue culture techniques on grapevine dates from my first job (after my post-doctoral fellowship at UC Berkeley) at Agritope, Inc., a biotechnology company that was based in Oregon.  The company owned a grapevine nursery and I was hired to start a disease testing and eradication program for their elite clones and varieties. 

  More recently, I have produced tissue culture plants from heritage Cabernet Sauvignon clones that were acclimated and planted in California vineyards.   This spring (Argentina’s fall) I spent over a month working at a biotechnology company in Mar del Plata in Buenos Aires province.  The laboratory is interested primarily in the micropropagation of different plant species such as garlic, kiwi, fruit, and ornamentals crops.  Recently the lab started working with woody plants such as grapevines and invited me to spend time working and training their staff on grapevine tissue culture and diagnostic techniques.

Plant Tissue Culture

  Plant tissue culture technology (growing plants in vitro) can be used for the quick propagation of grapevines but also is a technique that is used for the elimination of plant pathogens (disease causing agents). The propagation material may start in a greenhouse using either dormant grapevine cuttings or in the lab using nodal sections (portions of a shoot with at least a bud) from an actively growing plant. 

  In the laboratory, a process called surface sterilization is used to remove external bacterial or fungal species that can affect plant growth in culture. The cleaning process involves treating the nodal portions of the vine in a detergent and bleach solution. 

lab scientist examining a petri dish through a microscope

  After this process, the nodal sections are placed in a special media that contains nutrients and hormones that sustains plant growth.  These plants are grown in sterile (autoclaved or baked) vessels at ideal light and temperature conditions. This process is known as plant tissue culture initiation.  All the work is done under aseptic conditions in a laminar flow hood that keeps the environment clean and free of airborne microorganisms. If the purpose of initiating plants in tissue culture is the elimination of plant pathogens, the meristematic tissue from each of the plants can be isolated.

Plant Meristem Isolation

  The plant meristem is a portion of the plant with cells that has not differentiated into specialized tissues (e.g., leaves, stems, roots) and are capable of producing a new plant (the tissue is totipotent). The meristematic tissue is also responsible for keeping the plant growing. The advantage of using the apical (the uppermost meristem dome) is that the vascular tissue has not been differentiated and it is expected that viruses (or other pathogens) are not yet present in an infected plant.  By isolating the smallest possible meristematic tissue (generally the meristem dome plus a couple of leaf primordia), and growing it in tissue culture, it is expected that the new plant that is regenerated will be free of pathogens.  The meristem tissue culture technique has been used for decades to produce healthy grapevine plants as well as plants from many other species. The smaller the meristem (0.1- 0.3 mm), the higher is the chance of viral elimination.  However, these small meristems are more difficult to regenerate.  The trick is to isolate many meristems of various sizes (0.1 – 0.5 mm) and test each regenerated plant to determine if the pathogens that were present in the original plant were eliminated.  Because of the small size of the meristems, the work must be done using fine dissecting tools with the aid of a dissecting microscope under aseptic conditions.  Research in my laboratory has shown that tissue culture plants have a higher virus concentration than plants grown in greenhouse or field.  Therefore, the testing of plants to determine their virus status, can start very early in the process, collecting small amounts of tissue during the first transfer to fresh media.

Plant Growth and Propagation

  Once a clone is obtained (always best to produce more than one) that has tested free of the pathogens of interest, the plant propagation starts.  Once the regenerated plants are grown, these must be transferred to fresh media regularly (every 3-4 weeks) to replenish nutrients.  With each transfer it is possible to produce 5-6 new micro-propagated plants.  At some point the plants will be transferred to the greenhouse to be acclimated.  Because there would be a shock for the plants to be moved from the pampered conditions in test tubes, initially the plants must be grown under misting conditions.  In the growth chamber or greenhouse, the humidity must be kept very high to allow the plants to acclimate as they were “spoiled” growing in culture media.  Up to this point, the plants were grown in a clean environment to ensure that pathogens or environmental contaminants were not present. The plants will continue to grow in the greenhouse up to a certain point and brought to the nursery to further propagate and/or start the grafting process.  Because the potential of re-infection, it is important that plants are always protected.  This is accomplished by potting the plants in clean soil and growing in a greenhouse or screenhouse with a mesh that offers insect protection.

Virus Detection and Evaluation of Candidate Selections

  Many vineyards and wineries are interested in propagating their own heritage selections or clones.  In some instances, these clones were introduced hundreds of years ago by families who immigrated from Europe.  At that time, quarantine and plant introduction programs were not as reliable as they are presently.  Consequently, many of the imported grapevine plant material carried important and deleterious pathogens.  In addition, over the years of being planted in the field, even healthy vines may become infected with numerous pathogens due to the spread of pathogens from vineyard to vineyard.

plant in a test tube

  Every project starts with the testing of the plant material the grower wishes to treat.  Based on the results, the laboratory can opt to apply meristem tissue culture or other disease elimination techniques.  Thermotherapy (heat treatment) and cryotherapy (cold treatment) are other methods that have been described and can be used in combination with meristem tissue culture and micropropagation.  But by far, the meristem tissue culture is the most applied method when it comes to disease elimination for grapevines.  This is because the meristem tissue culture is a technique widely accepted by growers.  Although, thermotherapy is a very old and successful method, some growers do not accept its use as they are suspicious that deleterious mutations can occur in the plant material.  This concept has not been scientifically proven though.

  Although generally, the meristem tissue culture technique is applied for viral elimination, a bonus result is the eradication of pathogenic bacteria and fungi.  Because disease diagnostics have been covered in other articles I wrote, I only summarized here.  Basically, the same methods that are used to detect pathogens in the field are used for the detection of viruses (or other pathogens) in tissue culture.  The material being tested however, is always actively growing tissue culture plants.  It is important to test the plants as soon as there is enough plant material and is generally done during the first transfer to fresh culture media (the best conservative sample are leaves with attached petioles).  Because this type of tissue is sensitive to wilting (spoiling) it is important to coordinate testing with the laboratory to assure that the samples arrive in good conditions. The early testing will allow the laboratory to discard the clones that test positive for a pathogen of interest and only propagate those that are not infected.

Conclusions

  The use of tissue culture propagation and meristem culture for disease eradication offers an advantage: the nursery will be starting with a clean product (not only virus tested but likely free of bacterial and fungal pathogens), grown under aseptic conditions.  To preserve, this health status, it is important that plants are moved into a hermetic greenhouse (or screenhouse with small mesh) with mitigation practices to avoid the entrance of insect vectors and /or pathogens.  Finally, the plants must be moved to a screened area in the field (preferably isolated from other grapevine growing vineyards).

  There might be concerns from the industry that tissue culture plants could have juvenile traits (take too long or never produce fruit).  These are valid concerns and the issue varies from variety to variety or even among different clones of the same variety.  There are however growing techniques that can be applied at the nursery to avoid juvenility traits from happening.

  The slogan from the National Clean Plant Network is to “Start clean, stay clean”.  It is important to have nursery programs that produce the cleanest (disease tested) material.  However, if the plants are grown carelessly, likely these plants will become reinfected.  Therefore, my hope is that this article will provide guidelines to allow the planting material to remain clean after the effort and expense of subjecting the material to disease elimination treatments.

  Judit Monis, Ph.D. provides specialized services to help growers, vineyard managers, and nursery personnel avoid the propagation and transmission of disease caused by bacteria, fungi, and viruses in their vineyard blocks.   Judit (based in California) is fluent in Spanish and is available to consult in all wine grape growing regions of the word.  Please visit juditmonis.com for information or contact juditmonis@yahoo.com to request a consulting session at your vineyard.

Uncorking Accessibility

Ensuring Your Website Complies With the ADA

Americans with disabilities act

By: Vanessa Ing, Farella Braun + Martel

In today’s digital age, having an online presence is crucial for businesses, including wineries, breweries, and other beverage companies. Accordingly, it’s essential to ensure that your beverage website meets federal standards for accessibility to avoid lawsuits and fines. In this article, we will help beverage companies understand how to comply with federal law and implement accessible features on their websites.

Why is Web Accessibility Important?

  In 1990, Congress enacted the Americans with Disabilities Act (ADA). It prohibits businesses open to the public (otherwise known as “public accommodations”) from discriminating against people with disabilities in everyday activities. These everyday activities can include purchasing goods and services, or offering employment opportunities. 

  In March 2022, the U.S. Department of Justice issued web accessibility guidance, reiterating that ensuring web accessibility for people with disabilities is a priority for the Department. Relying on the ADA’s prohibition against discrimination and its mandate to provide equal access, Department of Justice emphasized that the ADA’s requirements apply to all the goods, services, privileges, or activities offered by public accommodations, including those offered on the web. The Department of Justice’s guidance was particularly timely given that many services moved online during the pandemic. 

  In its guidance, the Department of Justice explained that people with disabilities navigate the web in different ways: for example, those with visual impairments might require a screen reader that reads aloud text to the audience.  Those with auditory impairments might require closed-captioning software, while those with impaired motor skills might require voice recognition software.  A website, therefore, should be compatible with the full range of such software. 

Is Your Beverage Company a “Public Accommodation” Business?

  Public accommodations include businesses that sell goods and services, establishments serving food and drink, and places of recreation or public gathering.  Companies that sell drinks, wineries that offer a tasting room, or breweries that host events are all considered public accommodations.  Thus, those businesses’ websites must comply with the ADA by being accessible to people with disabilities. 

  It is an open question whether beverage companies without a physical location open to the public must still have ADA-compliant websites. Some jurisdictions, like the Ninth Circuit (which has jurisdiction over Alaska, Arizona, California, Hawaii, Idaho, Montana, Nevada, Oregon, and Washington), have tied the necessity of ADA-compliant websites to the existence of a brick-and-mortar location (Robles v. Domino’s Pizza, LLC). However, the Department of Justice, along with several federal circuit courts of appeals, has taken the position that even a public accommodation business without a physical location must have an ADA-compliant website. 

  Given the increased prevalence of online-only services open to the public, it is very likely that litigation over the next few years may resolve this open question.  In the meantime, it is wise for beverage companies to take preventative caution and ensure that their websites are accessible. 

What are some Website Accessibility Barriers?

  To ensure ADA compliance, beverage companies must be aware of common website accessibility barriers.  These include poor color contrast, lack of descriptive text on images and videos, mouse-only navigation, and more.  By addressing these barriers, beverage companies can enhance the user experience for people with disabilities.

  Six examples of website accessibility barriers highlighted in the DOJ’s accessibility guidance include:

•    Poor Color Contrast: Ensure sufficient color contrast between text and background to aid individuals with visual impairments or color blindness. Use color combinations that are easy to distinguish.

•    Use of Color Alone to Give Information:  Avoid using color alone to provide information.  Using color alone can be very disorienting for someone who is visually impaired or colorblind.  Someone who is colorblind might not be able to distinguish between shades of gray.  One solution might be to ensure that symbols conveying information are differently shaped.    

•    Lack of Descriptive Alternative Text for Images and Videos: Provide descriptive text (alt text) for images and videos, allowing screen readers to convey the information to visually impaired users. This makes your content more accessible and inclusive.

•    No Closed Captions on Videos: Include closed captions for videos to accommodate individuals with hearing impairments. Utilize manual or automatic captioning options and review the captions for accuracy.  Free options are available on the web.

•    Inaccessible Online Forms: Make online forms user-friendly for people with disabilities. Provide clear instructions before the form, ensure that a screen reader could recognize required fields and fields with special formatting, ensure keyboard-only navigation, use accessible labels for inputs, and display clear error messages.  Note that an image-based CAPTCHA is not a fully accessible way to secure your form; your CAPTCHA should offer users who are visually impaired an audio alternative.

•    Mouse-Only Navigation: Enable keyboard-only navigation on your website to assist individuals with motor skill impairments or those who cannot use a mouse or see a mouse pointer on the screen.  Make sure all interactive elements can be accessed using the tab, enter, spacebar, or arrow keys.  Use a “Skip to Main Content” link to ensure that users employing only a keyboard can easily navigate the website’s primary content. 

  To implement these features, beverage companies should discuss accessibility concerns upfront with the web developer.  Beverage companies should keep in mind that posting a phone number on a website to call for assistance, as commonly utilized by businesses, does not sufficiently provide equal access to the website and the services or goods provided.

Who can Sue Beverage Companies?

  Non-compliance with ADA standards can lead to potential lawsuits.  Although some courts have held that a nexus must exist between a private plaintiff’s disability and the web accessibility barrier claimed, a private plaintiff may easily surf the web for websites that are inaccessible.  A private plaintiff may then file a lawsuit in federal court without first notifying the business.  Further, liability under the ADA is strict, which means that the intent of the business to comply is immaterial.  Thus, it is prudent for beverage companies to proactively address accessibility issues to avoid potential legal troubles. 

  Private lawsuits under the ADA can result in injunctive relief (a court order to comply with the ADA) and attorney fees.  And in some states, like California, the state law version of the ADA may enable plaintiffs to demand monetary damages ($4,000 per violation of the ADA). 

  Government involvement, while less frequent, is possible in cases involving national retailers.  If the Department of Justice observes a pattern or practice of discrimination, the Department will attempt to negotiate a settlement, and may bring suit on behalf of the United States. At stake are fines of up to $75,000 for the first ADA violation, and up to $150,000 for each subsequent violation.

What are the Rules for Website Accessibility?

  Although the ADA itself does not spell out the rules for website accessibility, several sources provide detailed rules that can aid beverage companies in building accessible websites. 

  First, the ADA authorizes the Department of Justice to enforce the statute.  Accordingly, the Department develops and issues regulations explaining how businesses must comply.  Specifically, § 36.303 of the Electronic Code of Federal Regulations specifies that a public accommodation shall provide auxiliary aids and services when necessary to ensure effective communication with people with disabilities, and that a public accommodation should consult with people with disabilities whenever possible.  The Department also issues administrative guidance, such as its March 2022 guidance described above.  

  Second, Section 508 of the Rehabilitation Act of 1973, which requires federal agencies to make their electronic and information technology accessible to people with disabilities, provides detailed guidance concerning the display screen ratios, status indicators, audio signals, and other accessibility features. 

  Third, the Web Content Accessibility Guidelines 2.1 (WCAG 2.1), which were originally designed by a consortium of four universities, provide highly specific web accessibility guidelines grounded on the idea that information on the web must be perceivable, operable, understandable, and robust.  These guidelines are widely referenced in court cases and settlements with the Department of Justice, as the guidelines address numerous aspects of web accessibility and offer three different levels of conformance (A, AA, AAA). Beverage companies can consult the WCAG 2.1 guidelines (including a customizable quick reference guide, at https://www.w3.org/WAI/WCAG21/quickref/) to ensure their websites meet ADA compliance. 

Looking Ahead

  Web accessibility standards evolve over time, with updates being released periodically. Beverage companies should stay informed about changes and updates to ADA compliance regulations. For example, the WCAG 3.0 is scheduled for release in the latter half of 2023, further refining accessibility guidelines.

  In sum, by understanding and identifying web accessibility barriers, and implementing necessary accessibility features, beverage companies can enhance user experiences and minimize the risk of legal repercussions. Embracing web accessibility is not only legally required but economically prudent in the long run, as it enables beverage companies to cater to a broad and varied audience, and demonstrates a commitment to inclusivity in the digital realm.

  Vanessa Ing is a litigation associate with Farella Braun + Martel and can be reached at ving@fbm.com. Farella is a Northern California law firm representing corporate and private clients in sophisticated business and real estate transactions and complex commercial, civil and criminal litigation. The firm is headquartered in San Francisco with an office in the Napa Valley that is focused on the wine industry.