Farming & Making Alternative Varieties for a Changing Climate

winery path in a vineyard

By: Becky Garrison

According to Steven Thompson, winemaker for Analemma Wines (Moiser, OR), they chose to plant new varietals in their certified biodynamic winery because they are a good match in terms of micro-climates, as well as a strategic marketplace differentiation. “This spectrum of varietals ripen at different times to allow us to take advantage of shifting seasonal variations,” Thompson opined. This move also enabled them to have a range of products on the market to meet shifting consumer demands.

 As evidenced at a joint Viticulture and Enology Session held as part of the Oregon Wine Symposium (February 11-12, 2020), Thompson joins a growing cadre of wine growers and winemakers, who are exploring producing alternative varieties that can appeal to wine consumers.

Wine Varietals and Climate Change

  Dr. Gregory V. Jones, Evenstad Director of Wine Education, who holds the Evenstad Chair in Wine Studies, and a professor and research climatologist at Linfield University, opened the conversation with a discussion about the dramatic effects of global climate change on the wine industry in terms of landscapes, marketplace, and wine growing. Citing data coming out of Berkeley Earth laboratory, which Dr. Jones noted is similar to data from other climate laboratories, since 1980, the trend in global temperatures has risen nearly three to four degrees Fahrenheit. All signs signs indicate the temperature will continue rise along with accelerated trends towards warmer summers and winters, as well as less rain with the exception of spring in many regions.

  When examining the global response from the wine industry, Dr. Jones stated that growers from different wine regions are discussing how to adapt to this future warming climate. “You can see investment in reducing energy and water needs, along with changes in viticultural practices and varieties of grapes grown.”

  Due to climate change, the limits of viticulture have change dramatically in the past 20 to 40 years. For example, the 58 degree latitude mark that designated the furthest north one could establish a viable vineyard has grown up north to 61 degrees latitude. Also, this overall warming has created changes in ripening characteristics with grapes now coming to fruition in less time.

  In his assessment, the way to increase adaptability is to decrease vulnerability. “We need to realize the large potential that we have for adaptation, Dr. Jones reflects. Here he points to some recent research from Cornell involving DNA sequencing kind of framework where they can breed varieties plants in the order of months and weeks instead of years. He adds there’s also a need to develop increasing regenerative agriculture processes that maintain healthy soils and optimize energy and water systems.

   As expected, climate change has produced a global shift in the types of grapes being grown. For example, Jones pointed out that Bordeaux added new varieties to its list, and France just adopted a whole collection of new hybrids that are specifically designed for warmer climates. He added that many regions are going to be interested in places where indigenous varieties have been grown in warmer climates like Greece and Cyprus. Also, Israel is doing research on the cultivar performance of grapes by replicating the types of climates that we might see in the future.

Selecting Alternative Varietals

  Brian Gruber, winegrower and winemaker in Southern Oregon’s Rogue Valley with Swallow Hill Vineyard, Barrel 42 Custom Winecraft, and Quady North Winery, spoke at this symposium  about how his specialty is variety. Presently, 28 varietals make up more than 80 percent of their harvest. “We have so many microclimates, terroir, soil types, elevations, and other aspects. There’s no one thing that grows best in southern Oregon. It’s very much matching a site to the best varieties,” Gruber stated.

  When Gruber began exploring growing different varietals, he looked too see what other winemakers in the region were growing. “I had a neighboring winemaker who was growing nine varietals. And that gave me a chance to see what was growing in my neighborhood.”

  Next he assessed those varietals he planted via trial and error with test plots. In addressing one’s particular site Gruber suggested taking the following factors into account: climate (growing days, length of frost free season), elevation, soil test results, wind direction, sun exposure, and water availability. Also Gruber pointed to the necessity of assessing how much to plant of a new varietal. Plant too little and that could hamper the growth of a successful program. Conversely, plant too much and there’s the risk of having more grapes than one can sell.

  In addition, Gruber encouraged wine marketers to examine what varietals appeal to them by asking these questions:  What gets you interested?  What keeps your work fresh and fun? What are other wine markets doing, and how much does it matter being “first” or “new” matter to you?

  Based on the overall assessment of those varietals that match a particular site’s profile, a winemaker’s interests, and the current market, create a final list of varietals that fall in the sweet spot. Gruber remarked, “I’m looking for that combination of what I like, what grows where I live, and what the market wants.”

Farming Metrics & Logistics

  Like Gruber, Scott Zapotocky, Vice President of Winegrowing for Geodesy Wine’s Eola Springs and Chehalem Mountain Vineyards in Oregon’s Willamette Valley and Sage Ridge Vineyard in Napa Valley, grows a range of alternative varieties with 17 different varieties of grapes planted across these three distinct vineyards.  He offered a series of practical pointers in preparing blocks for conversion to new varieties from existing plant material. In conducting a block assessment, he assesses the vigor potential through soil testing and virus risk through plant testing to detect diseases and viruses like Leaf Roll, Fan Leaf, Red blotch, and trunk disease, as well as determining if a trellis retrofit or redesign is needed. He then ascertains if he can mitigate any issues that arise or if a complete replant would be faster and more economical.

  In detailing the conversion timeline, Zapotocky pointed to winter as the period to conduct a thorough assessment of vineyard blocks and securing source materials before bud swell. Bud wood sourcing can be from local sources like other farmers (do your due diligence) or in partnership with a nursery that may sell certified material. Be mindful that as viruses can come in one form or another, conduct virus testing to assess the potential risk your business/farm plan can tolerate if a virus is found.

  Planning considerations that Zapotocky noted: April through June is grafting season. Here, he cited the importance of vetting the grafter within the local winegrowing community. Weed management: one farming task that is often overlooked throughout the conversion process is weed management. Be certain to take care of any weeds before the grafter begins their work. Budwood stock: a metric of two to three times the amount of buds for the number of plants described. Success rate: it is common for 10 percent or more of the buds to not take, and be prepared to either re-graft in-house, call the budder to come back, or replant as needed.

  Do not expect any production during the grafting year though. Zapotocky estimates a block should yield 50 to 70 percent in the first year post grafting and then 90 to 100 percent by the second year. During the field prep for the grafting, be sure to track the prevalence of trunk disease in order to understand the future lifespan of the block. Also, an examination of the growth from individual clones of different varieties can determine which specific clone (or varietals) proved to be the most successful for future planting or grafting projects.

Marketing Alternate Varietals

  For those winemakers looking to expand into alternate varietals, Dr. Damien Wilson, Sonoma State University’s inaugural Hamel Family Chair in Wine Business Education, stressed the need to focus on the consumer. As research has demonstrated, global consumption of wine dropped from the 1980s with fewer millennials being attracted to wine.

  While wine marketing may highlight specific AVAs, according to Dr. Wilson, less than ten percent of American wine consumers could name the specific AVA that produces their favorite wine. “Consumers start by thinking of wine as a beverage, then an alcoholic beverage, then style, then varieties of grape, and then region,” he stated. The other two criteria that most effectively lead to wine sales are awareness in the consumer’s mind and the availability of a particular wine at the point of sale.

  Furthermore, Dr. Wilson noted how during periods of economic upheaval, consumers tend to switch back to blue chip wines. “This switch impacts those wines that don’t have the recognition of say an Oregon Pinot Noir,” he said. Hence, when marketing say Oregon Pinot, lead with what consumers know which is the premium attached to Willamette Valley Pinot Noir.

  Keep alternative varieties in mind when crafting marketing campaigns but make them less of a focus initially. Continue to conduct research on the those varieties grown and their popularity with a customer base. Use these benchmarks to evaluate marketing strategies, which should be monitored and adapted over time as applicable.

Innovations & Technologies for Large Vineyard Equipment

man operating a vineyard equipment

By: Alyssa L. Ochs

Vineyards use several types of equipment to turn grapes into wine, and this includes everything from tiny devices to huge pieces of machinery. Large machinery is used for canopy management, spraying, maintenance, harvesting and other purposes, which means that vineyards need year-round support from equipment companies to keep operations flowing smoothly.

  Here’s a look at the large pieces of equipment essential to a modern vineyard’s operations and the innovations and technologies that may help vineyards improve their practices.

Types of Large Vineyard Equipment

  Row tractors are the vineyard’s true workhorses and are among its most essential and versatile pieces of large equipment. There are many different attachments that vineyard workers can put onto a tractor. With the appropriate attachments, tractors can be used for leaf pulling, pruning, hedge clearing, suckling removal and various other purposes.

  Other pieces of equipment commonly used in vineyards are spray systems, mechanical grape harvesters and fertilizer spreaders. Rotary mowers, rotary shredders, rotary trimmers and excavators are also used for the various operations required to grow wine grapes successfully.

  To help vineyards work more efficiently and safely, heavy machinery producers have developed multi-functional lines of equipment suitable for vineyard use. When an expensive piece of machinery can do more than one thing, a vineyard saves money on investments, maintenance and storage costs. For example, there is equipment that can handle both berm sweeping and mowing, and hedging and disking can also be performed by a single machine, thanks to modern innovations. These enhancements aim at saving time through more efficient processes that overcome past mechanical challenges.

Examples of Vineyard Equipment Innovations

  Bob Giersbach from Gearmore Inc., a company that provides quality implements through servicing tractor dealers, told The Grapevine Magazine that one of Gearmore’s most popular products is the Venturi Two Row Air Sprayer, which features a fine micron droplet spray.

  “By spraying two complete rows, spraying time is cut in half, thereby reducing labor, fuel and wear and tear on your tractor and sprayer,” Giersbach said. “Also, the atomization of spray droplets is smaller and more uniform to ensure better coverage and less chemical waste and soil and water contamination.”

  Based in Chino, California, Gearmore offers a wide range of vineyard implements, including vine trimmers, leaf removers, pre-pruners and compost spreaders. The company also provides sulfur dusters, rotary tillers, in-row cultivators, soil conditioners and other large machinery.

  Greg Christensen is the go-to-market manager for 5 Series tractors, Frontier Implements and high-value crops at John Deere. He told The Grapevine Magazine that John Deere 5G Series specialty tractors were designed and built specifically for vineyard applications. They are the most popular piece of large equipment that John Deere offers customers in this segment.

  “Offered in narrow and low-profile configurations and ranging from 75 to 100hp, the 5G Series is small and nimble enough to operate effectively in the narrow confines of a grape vineyard and versatile and powerful enough to handle the many operations required of it,” Christensen said. “Recent updates to the 5G, derived from direct feedback from vineyard operators, include new ergonomics throughout the operator station for ease of use; a new front hitch option that expands the applications the tractor can be used for; and a super narrow cab option on the 5GN models for ultra-narrow environments.”

  Rick Cordero, the grape harvester product specialist at New Holland Agriculture, told The Grapevine Magazine about New Holland’s BRAUD grape harvesters. This line has grown in popularity in the North American market because of its demonstrated harvest quality, capacity and four-season versatility. BRAUD harvesters are already a global market leader in other winegrowing regions across the world.

  “New Holland offers nine BRAUD grape harvester models in the North American market. What is at the heart of each of these models is the Noria Collection System and the SDC Shaking System, coupled with best-in-class optional cleaning systems, such as the Opti-Grape and Destemming,” Cordero said. “Our product lineup is capable of harvesting rows from as narrow as 0.9 meters with the Model 9080NH while offering models capable of high-capacity harvesting up to 14.5 tons per hour with our Model 9090XE.”

  Not only does this product offer four-season versatility, but it can also interchange the picking head with seasonal work tools available through New Holland’s vineyard partners, Berthoud Sprayers and Provitis Vineyard Pruning Tools. These tools integrate into its chassis and control systems.

  “New Holland is your single-source provider of vineyard mechanization for your vineyard operation, as our grape harvesters are complemented by our complete lineup of vineyard and utility tractors,” Cordero said.

  Kubota product manager, Matt Walker, said that the Kubota M5N range of tractors is specifically designed to work in vineyards where a powerful yet compact package is required. The M5N range has a proven track record for efficiency, reliability and operator comfort, making it a popular choice for both operators and owners. 

  Walker said that recently more attention has gone to the effects of soil compaction on vineyard rootstock development and fruit production.

  “Due to the nature of working in vineyards, heavy machinery is repeatedly passing over the same ground and extremely close to the vines time and time again,” he said. “This inevitably leads to soil compaction, resulting in poor drainage and restricted root growth.”

  Kubota helps with this issue by providing the M5N-091 Power Krawler, a machine unique in the narrow tractor market due to its Kubota-designed-and-built track system instead of a traditional wheel.

  “By replacing the rear wheels with tracks, Kubota offers its customers a great, low ground pressure alternative to fitting a wider tire, which can compromise overall vehicle width,” Walker said. “The tracks fitted to the M5N-091 Power Krawler keep the narrow profile of the tractor down to just 54 inches while increasing the soil and tire contact area, allowing greater weight distribution, so it’s great for treading lightly around those valuable roots. In addition, the tracks provide additional traction and stability when working in hilly terrain, giving operators the confidence they need to get the job done.”

Promising Technologies for Vineyard Equipment

  While many things have remained constant in the operations of vineyards over the years, new technologies make it easier for vineyard workers to do their jobs well. Updated software is helping vineyards streamline processes and keep better tabs on how grapes are grown and harvested. Meanwhile, computer-guided machinery and moisture sensors offer greater accuracy than manual methods and save vineyards time and money over the long-term. Yet, the most effective solutions for a vineyard’s evolving equipment needs are often the simplest ones.

  Giersbach from Gearmore said, “In general, most new vineyard implements are basic improvements of existing products, such as new vine trimmers that will perform in difficult trellis systems, like California Sprawl. Also, with current large reductions of in-row spraying, more companies are developing new and improved in-row cultivators.”

  Christensen said that John Deere’s JDLink technology is becoming more commonplace in vineyards to enhance connectivity and remote diagnostic capability. JDLink provides remote access for monitoring critical tractor systems and functions. Christensen said this continuous communication, alongside custom alerts, can prevent downtime by helping customers avoid equipment failures.

  “Producers can give their dealer remote access to the machine to troubleshoot potential problems, provide fast repairs or schedule routine maintenance and help keep their machines up and running,” he said. “For operations with a fleet of tractors, JDLink can be used to check machine location, view location history, see reports on historical performance and utilize and compare machine performance across the fleet.” 

  Meanwhile, New Holland Agriculture has enhanced its harvesters’ performance with feedback from its customers and through new offerings and mechanization partners. The company has done this by growing and implementing its Precision Farming and Telematics capability to elevate the vineyard operator’s efficiency.

  “GPS integration allows Row Tracing System technology and the operator to see harvested, or unharvested, rows on the onboard Intelliview IV display or to see what rows have been sprayed or pruned for full integration,” Cordero said. “This is complemented by our grape weighing system on our Twin-Hopper models, providing static harvest data.”

  Cordero said GPS integration allows New Holland to offer a precision farming solution called SmartSteer. This automatic guidance system utilizes a 3D camera to self-steer the harvester by following the vine canopy.

  “It also self-aligns the picking head pendulum angle to correct the unit steering direction,” Cordero said. “This helps in reducing operator stress and increasing harvesting safety and efficiency.”

  Walker of Kubota has seen GPS/GIS technology becoming more widely available, leading to an increase of adoption in the industry as prices come down.

  “By giving the manager and team more information about soil moisture and plant health, vine health can be maximized, while allowing costly treatments to be made at the optimal time to maximize effectiveness and reduce cost,” Walker said. “There have been several interesting developments in automation technology in the past years, and it will be exciting to see where it takes the industry in the future.”

Choosing Large Equipment for Your Vineyard

  With recent innovations and technologies introduced into vineyards, now is an exciting time for professionals who work with large vineyard equipment. Simple equipment can help a vineyard minimize downtime, but it’s still important to regularly clean and maintain it to keep things running at all times. When possible, vineyards should purchase large and costly machinery from companies that it can truly rely on for quality products, warranties and access to parts for future repairs.

  John Deere’s Christensen said that just as each brand of fine wine is different and has distinct qualities, each vineyard’s needs and requirements are also unique.

  “This is where a local John Deere dealer can play a key role as a trusted advisor to help select what products will work best for the job at hand while providing ongoing support throughout the life of the machine.”

  Walker of Kubota advises vineyards seeking new equipment to “make sure you speak to your local Kubota dealer, explore all available options and look at the overall package. While negotiating a new machinery purchase, the focus is heavily on the price and features, but the dealer backup and service capability are equally important. After all, missing a few hours of harvest can be extremely costly. That’s why all Kubota dealers are staffed by competent, highly trained technicians who are linked to our state-of-the-art online service center with all the technical information they need to keep you running.”

  New Holland’s Cordero said vineyards interested in buying new large equipment should plan and plan again, not just for the financial aspect of the purchase but also for the vineyard’s infrastructure, service support and machine transport. He said the things to plan for include sizing the proper harvester model to fit the rows, where the grapes are collected and where or how grapes are transported to the winery.

  “If you will be moving the harvester between blocks, counties or AVA’s, consider how you will transport it and who is capable of hauling,” Cordero said.

  More than ever, during these pandemic times, it is crucial to plan for large equipment purchases to ensure that the necessary machinery is available when you need it.

  “Order from your supplier months before the equipment is needed,” Giersbach from Gearmore said.

  He also advised vineyards to make sure the implements they purchase will end up reducing their labor costs.

  “Purchase high-quality equipment, which usually costs more than similar products but will normally last longer and perform better with less downtime,” Giersbach said.

Automated Inspection Systems Offer Consistency, Reliability and Measurable Results

machine filling up bottles

By: Gerald Dlubala  

Research shows that wine purchases are primarily made based on the bottle’s overall shelf presence, meaning the label, the brand, the story behind that brand and total aesthetic appeal. Every part of that shelf appearance is geared toward having the consumer pick your bottle from all the other choices in front of them. By incorporating automated inspection systems into your winery’s filling and packaging operation, you can present a consistently reliable product that will build brand awareness, product recognition and consumer trust. The types of automated inspections are varied, so the ones that are right and most economical for your winery will depend on the specific aspects of your winery’s production and operational speed.

  “Typically, wineries will perform different inspections based on their output and line speed,” said Rick Reardon, General Manager, FT System North America. “A smaller winery where every bottle is touched by hand may only do a visual inspection, but this isn’t practical as line speeds increase, so the winery usually moves to automated inspection systems. Commonly used automated inspections include incoming glass inspections, fill level with cap/cork inspections, label inspections and case or packaging inspections. The most common are the fill level, cap and cork closure inspections, followed by label inspections. An improperly filled or labeled bottle is simply harmful to the brand consistency, while a bottle that is not properly closed can be a problem further down the line, particularly in the casing application. An open or leaking bottle in a case causes issues either in the warehouse or while in transit. These inspections are the easiest to implement and are proven to be cost-effective. The more important inspections are those that identify a hazard to the consumer. These inspections detect things like a chipped finish in the bottle, a foreign object inside the bottle, or some other defect in the glass that increases the potential of the bottle to fail. These inspections prove to be more critical in the wineries that manage bulk glass or use automatic uncasers.”

  Automated in-line inspection systems are designed to inspect 100% of the contents in a consistent, repeatable and measurable way. Unlike their human inspector counterparts, they don’t impart any environmental interpretations or change their inspection parameters due to weariness, distractions, daydreams or some other type of inattentiveness. Machines inspect every bottle using the same parameters every time. Suppose the inspection system detects any defects or misapplied labels. In that case, the line workers will be alerted and allowed to take immediate corrective action versus waiting until the problem is detected further down the line in the packaging application or during a routine quality control check. If inspection applications detect that a filler or labeler is trending out of the desired tolerance or calibration settings, the operator will be able to take preventative action before an issue arises that would halt or disrupt production.

  “An Empty Bottle Inspection system is commonly found on lines that run either bulk glass or lines that have automated uncasers,” said Reardon. “It is located before the filler and uses a series of cameras with specific lenses and illumination. By design, it looks for defects in the bottle glass, incorrect bottle sizes or foreign objects that may be inside the bottle. More specifically, the systems will inspect the individual bottle’s complete outer surface, including the finish, threads, neck and base. If your line utilizes a liquid rinser before the filler, there is available technology to detect any residual liquid left from the rinsing function as well. When a rejection occurs, there are a number of options to how the bottling lines can manage that. FT System inspection units can push the bottle off of the line, or we can sound an audio alarm or, if desired, we can send a signal that would immediately halt the line. It’s the user’s preference. The most common way for systems to reject a defective glass situation from the line is by using a standing rejector to guide the bottles off from the line without knocking them over. The reject device is always a critical part of any overall inspection system.”

  Reardon said that because the wine sector traditionally uses round glass, the EBI systems are designed and optimized to manage that traditional round shape. But EBI systems will work on nearly any color or shape of glass bottle, including round, square, rectangular and flask shapes. FT System’s empty bottling inspection systems are flexible enough to easily change from one size or color to another while having the ability to store a large library of recipes to accommodate the different types of glass a winery will use throughout its production.

  Empty bottle inspections are just one of the many bottling line inspection systems available. “Inspection systems on the bottling line are typically stand-alone units at different locations along the line to perform whatever inspections are desired,” said Reardon. “Glass inspection is done before the filler to remove any defective glass before it is filled with product. Fill level and closure inspections are placed after the filler, capper and corker block. A system performing label inspections would be located after the labeler and a case inspector immediately after the caser or case sealer. FT System inspection units are modular, so they are easily added, combined and mixed to meet every client’s unique needs.”

  Operator and maintenance training is critical to the success of any piece of machinery on a bottling line, and Reardon said that the expectations for an automated inspection system are no different. But the level of operator and maintenance training varies depending on the inspection technology. While some systems, namely the fill level and closure inspection systems, can almost reflect a set and forget mentality, others require specific levels of training.

  “Covid has illuminated the need and challenge of consistently receiving and delivering quality support while using different yet still successful ways that are still efficient,” said Reardon. “FT System maintains a dedicated U.S. field service team located across the country so that in the event on-site training or service is needed, we have a team based in the United States to manage that, meaning our customers will never have to rely on and wait for international travel restrictions to ease or open up. Additionally, all FT System inspection units can be accessed remotely for real-time diagnostics and remote support, which is a huge benefit. We have also had a few inquiries from wineries that are considering reducing the number of line workers to meet their needs or successfully increase social distancing between line staff. If a winery is still using human inspectors, then systems such as ours will allow them to meet that need.”

  Reardon told The Grapevine Magazine that a common request he hears from wineries is to have the ability to identify minuscule pieces of glass inside a bottle after filling, seeming to suggest that this type of inspection requirement hasn’t been adequately accomplished or addressed. On the flip side, wineries are just not aware of the many needs they could easily meet by using automated inspection systems and the data they produce.

  “We are seeing a trend in how the resulting inspection data is handled and managed, and it has proven to be critical and extremely valuable information. FT System is releasing a system that tracks the supplier quality data as part of the overall quality management system versus having and considering glass inspection as a stand-alone component or a single quality control point. Then the data results can be fed back to the glass supplier for support in their own production process. A future release will begin applying artificial intelligence analysis with data from the inspection system to provide the winery with predictive information, allowing them the ability to improve both their line efficiency and product quality.”

  If a winery is looking to purchase and install a new automated inspection system, Reardon suggests they look past the simple return on investment analysis and include the resulting opportunities for improved line quality and efficiency. Always make sure that the inspection system has the flexibility not only to meet your current needs but at least some of your future projected needs as well. Then, make sure the supplier can offer and follow through with quality training and support, especially under less-than-ideal circumstances like those that we are all going through currently.

  “Any winery that relies on some form of human inspection can benefit from an automated inspection system,” said Reardon. “And many customers are surprised when they hear just how cost-effective an automated system is. Aside from the fact that the inspection system is more repeatable, consistent and reliable than a human, an automated inspection system will free up the affected manpower for other tasks.”

  As the canned wine business continues to grow, FT System is fielding an increased number of inquiries regarding similar types of automated inspection systems for canning lines. FT System does offer inspection solutions for wine canning lines to include empty can inspections, fill level inspections and leak detection systems. FT System has also recently developed and patented a solution that makes it possible to precisely and accurately assess whether the cap has been properly screwed onto 100% of bottled production, eliminating the possibility of finding bottles that are difficult to open or prone to leaking.

Biologicals, Organics And The Sustainable Vineyard

vineyard enclosed by a fence

By: Gerald Dlubala

Biologicals represent a broad grouping of pest management products that are sourced from nature and derived from plants, animals, fungi, bacteria and minerals. Whether or not a biological can be certified organic depends upon the active ingredients, inert ingredients and formulation procedures, as well as whether transgenics are used in their creation. Guidelines established by organic certification agencies such as the Organic Materials Review Institute (OMRI) determine whether a biological is qualified for certification in organic agriculture. And according to Dr. Melissa J. O’Neal, Senior Product Development Manager of Marrone Bio Innovations, the world of biologicals encompasses a new frontier for growers, and regardless of the size of their operation, they can benefit from biological use, with new and novel tools to add to their 21st-century vineyard management toolkit.

Marrone Bio Innovations Knows The Importance Of Integrated Pest Management

  “The use of biologicals is particularly important when taken in context with the concept of Integrated Pest Management (IPM),” said O’Neal. “IPM programs combine chemical, biological, cultural and other control methods to manage pests. In doing so, the efficacy of both biologicals and conventional materials is preserved for longer periods, and the development of resistance in pest populations is delayed through using multiple modes of action in rotational or tank-mix programs. Because the hurdles to registration for biologicals are lower compared to products based on synthetic chemistry, they can be brought to market more quickly and offer flexibility in terms of re-entry to treated areas. They are also safer for humans and other non-targeted organisms because they generally have favorable toxicity profiles compared to synthetic chemistries. All of Marrone Bio Innovations’ products have been proven to be safe for use with commonly utilized biocontrol organisms applied in vineyards.”

  The conditions of use are flexible, as biologicals can be used either in place of or in combination with conventional treatments. Both rotational programs and tank mixes are elements of what Marrone Bio Innovations refers to as their BioUnite™ approach, combining chemistry and biology. By using this combined approach, results outperform solo applications of conventional materials because of a higher efficacy due to the additive effect of multiple active ingredients in multiple methods of action. Programs like Marrone Bio Innovations’ BioUnite™ provide growers with IPM programs that harness the power of biology with the performance of chemistry, resulting in a more efficient food production system that is safe, affordable, sustainable and easy to use.

  “The comparative costs for biologicals can be very competitive to conventional chemistry, especially when used in programs,” said O’Neal. “All of Marrone Bio Innovations’ products are user-friendly requiring no additional labor, time, or logistics beyond those already used with conventional methods. Our products also have favorable safety profiles, with four-hour re-entry intervals and zero-day pre-harvest intervals. They are reduced risk, tolerance exempt, and all except Haven, our abiotic stress manager, are OMRI certified.”

  Biopesticides like those offered by Marrone Bio Innovations are split into two different categories, microbials and plant extracts.

  “Some of our most commonly used products are Regalia for Powdery Mildew and Venerate XC for mealybugs,” said O’Neal. “But we do offer a product portfolio to address insect pests, diseases and abiotic stressors of grape, including two bio fungicides, Regalia and Stargus, two bioinsecticides, Grandevo and Venerate, and a heat and sun stress protectant, Haven.”

  O’Neal said that biologicals have excellent efficacy when used in the manner they are intended, typically meaning with earlier application compared to conventional methods. Specifically, treatment thresholds should be much lower when working with biologicals, and in many cases, preventative treatments should be made when conditions become conducive to pest development. Although biologicals tend to kill pests more slowly, the damage being done by the pest is stopped at the time of application, even if complete mortality takes several days. Necessary practices connected with the use of biologicals involve careful scouting for pests, thorough recordkeeping, and the utilization of pest prediction models to lead the vineyard management’s decision making. Because treatment thresholds with biologicals are lower, the decision to treat must be made early in the pest population cycle. The methods aren’t any more time consuming than performing those of conventional materials, but they are likely to occur at earlier junctures. Retreatment intervals with many of their products occurs within one to two week intervals.

  “All in all, the future of organic farming is bright,” said O’Neal. “It’s a product of consumer preference, desire for sustainability, increasing regulatory agency pressure on the synthetic chemistries, and the boom of technologies that are available to growers. Trends and innovations in the organic space currently have a keen focus on the technology front, with computer prediction models, drone applications and remote technologies of many types being among recent hot topics. Biologicals will become a key component in both organic and conventional farming because of the many benefits, so vineyard managers and farmers are urged to always use a holistic mindset in their decision-making approach. Pest and disease management are continual tasks that extend beyond the growing season. These tasks require year-round planning based on continuous program revision and research of newly available and emerging management tools. In the present agricultural landscape, managers likely need to utilize a combination of biological, chemical and cultural management tactics along with any others that they encounter.” 

BioSafe Systems, Protecting Crops, Water And People

  “Vineyard managers today have many more options for producing a high-quality crop with minimal impact on their land or budget,” said Taylor Vadon, PCA, Technical Sales Representative along the North and Central California Coast for BioSafe Systems. BioSafe Systems are innovators of environmentally sustainable practices and products to protect crops, water and people across North America.

  “Biological inputs have become essential for vineyard crop protection and critical for integrated pest management programs, offering growers effective, low to no residue products that are less susceptible to pest resistance and have a minimal environmental impact. Some of the more innovative biological products bolster plant health, strengthen plants against abiotic stress, build soil biodiversity, improve nutrient and water uptake and boost crop quality and yields. Overall, biological products provide vineyard managers with a unique class of product options outside of the traditionally available chemistries to develop holistic management plans for their operations that still successfully meet the challenges of today.”

  As with many aspects of organic and conventional farming, choosing the correct method for your situation is critical. Vadon tells The Grapevine Magazine that organic products can always be used in conventional vineyards, often providing benefits that many conventional products don’t. A great example of a crossover organic is BioSafe Systems’ OxiDate®5.0, a broad-spectrum fungicide/bactericide that proves to be an ideal tank-mix partner with many conventional chemistries because its on-contact activity immediately eradicates pathogens reducing disease pressure, allowing the other chemistries to more effectively provide crop protection.

  “Biopesticides can be just as effective as conventional products if the correct product is chosen and used properly,” said Vadon. “The key to success is knowing when and how to use them. A grower must properly scout the vineyard and build a thorough understanding of the pests that challenge their crop. Then they will know what types of products to use and the correct timing threshold for peak efficiency. Many biopesticides require applications ahead of a widespread disease outbreak as a preventative approach. Depending on the target pest, level of pressure and timing of application, a grower can expect results from biopesticides within hours or days of application. The organic pesticide product sector has been one of the fastest-growing, encompassing categories like biopesticides and antimicrobials utilizing innovative ingredients including microorganisms, plant extracts, organic peroxide/peracetic acids, oils, soaps and minerals.”

  Sustainability of any biological use program is achieved through a well-structured management strategy that utilizes best practices to successfully manage the vineyard with the least amount of negative bearing on the ecosystem. We should all know, especially after the last couple of years, how unpredictable Mother Nature can be, so being flexible enough to adapt to changes is critical to success. It will always be the insect or disease pressure, incidence, and severity that dictates any adjustments to the vineyard manager’s schedule.

  “Our goal of sustainability extends beyond just the product itself and includes our manufacturing process,” said Vadon. “BioSafe Systems produces many of its products at target facilities throughout the United States, allowing us full control of the manufacturing process with the ability to provide the purest products for vineyard use. This way, we minimize our carbon footprint by having the products strategically located in the geographical areas of demand. With many conventional products becoming more restricted or removed, the rise in natural resistance building up in pest populations, and the growing concern of protecting people and land, the benefits of incorporating biological products into a winery’s management program are more apparent than ever. From the backyard trellis to the small family vineyard to the rolling hills of massive operations, biological products can always find a home. No longer is the question about if it’s worth it, but the question has become how you can afford not to use them. Actual product application frequencies and associated time implementing these management tactics do not greatly differ between organic and conventional practices, and when done properly, can be no more economically expensive than the conventional methods. The real hidden cost is the price on the environment that the traditional and conventional pest management practices present by leaving harmful residues due to improper handling or management.”

  “The number of acres using organic practices has steadily increased and shows no signs of slowing,” said Vadon. “Chemical companies will be focusing their efforts on the development and promotion of biologicals in farming that will ultimately address the changing needs of the end-users. The rising popularity of organic methods has begun a massive shift in pest control techniques and spawned many tank-mix programs combining conventional and organic methods. Mixing applications decreases pest resistance, strengthens the efficacy of other solutions and initiates smooth transitions to more sustainable growing methods. BioSafe Systems’ vineyard production guide lists ten organic product options for vineyard managers to use in the production practices, such as OxiDate®5.0 (organic fungicide/bactericide) for disease control from bud break through dormancy, AzaGuard® (bioinsecticide) for pest management, and TerraGrow® (organic soil inoculant) for improvement of soil microbiology increased vine vigor, reduction of transplant shock, increased root development and improved nutrient and water uptake.”

  “My advice is the same for any conventional and organic growers that use pest management products. Know your vineyard and know your products. It’s a good idea to get to know and develop a relationship with your pest control advisor and technical sales representative, as open communication with experts can only help you become more knowledgeable and better prepared as a grower.”

Brooks Winery: A Model Of Biodynamic Winemaking

  Since 2012, Brooks Winery has been Demeter certified as a biodynamic winery, working to uphold the integrity of their fruit and guide their wines as gently as possible while simultaneously considering the interconnectedness and impact of their operation on the environment and community.

  “Biodynamic farming is an integrated system that treats the farm as a whole and living organism,” said Claire Jarreau, Assistant Winemaker and Grower Liaison. “It is made up of the plants, soils, microbes, animals and people that are all working together in pursuit of harmony. Our holistic approach in the vineyard is to build soil fertility through the use of compost, biodynamic preparations and biodiverse cover crops with the incorporation of animals where possible. Through greater soil health, we grow stronger, more resilient vines that yield balanced fruit for great wine production. I highly encourage others seeking to practice biodynamics on their land to find community and support among other practitioners.”

Software for Wineries: Time-saving Technology Lifts Wineries to Higher Levels of Productivity

man inspecting tanks
Credit: Vintrace

By: Cheryl Gray

Software applications are helping wineries worldwide manage day-to-day operations from vineyard to table, including that often elusive commodity: time. From tracking product inventory to monitoring grapes’ ripeness, time-saving winery software choices are available for virtually every business need. The question of what applications are on the market is immediately followed by where to find it.

  Process2Wine:  Leave it to the south of France to provide an answer by way of Process2Wine, a cloud-based SaaS vineyard and winery production management platform for desktop and mobile devices, developed by Ertus Group in Bordeaux, France. Created by a team of technicians, winemakers and oenologists, Process2Wine has been in use in wine regions of France, including Bordeaux, Burgundy, Champagne and Languedoc, since 2013. To expand into the United States, Ertus Group acquired Wine Management Systems in 2018. Clement Chivite, an experienced winemaker turned business manager in California, spearheaded the adaptation of Process2Wine to fit the U.S. and Canadian markets.

  “With Process2Wine, you can record all operations from vine to bottle. The software helps winemakers and growers manage record keeping and allows them to monitor their production by creating reporting at every stage of the winemaking process. Comparing procedures, inputs, analyses and costs year-over-year helps viticulturists and winemakers make the right decisions and find efficiencies based on accurate data. Plus, it saves so much time to be able to generate a 5140 report or a pesticide use report at the click of a button.

  “The software is continuously being updated. Our R&D aims to help the industry respond to new challenges, such as climate change, using the internet of things and precision agriculture.”

  Process2Wine customer assistance includes training sessions, online support and direct contact with client account managers.

  Vintrace:  Arriving from Australia to the U.S. in 2008, vintrace is a cloud-based global competitor, serving wineries of all sizes in North and South America, Europe, New Zealand and its native Australia.  Heather Crawford, general manager for the company’s North American division, told The Grapevine Magazine why the word “trace” is part of the company’s name.

  “Starting in the vineyard with assessments for harvest planning, creating bookings, writing work orders for grape processing, labs and all movements, ending with the final packaging and tracking of inventory, vintrace enables every part of the winery. With accurate, real-time information, time is saved at critical moments, like harvest, and fewer mistakes are made as all tanks, all vessels and all wines are tracked.”

  Crawford added that using vintrace’s application programming interface makes it possible for clients to expand the software’s productivity.

“Increasingly, we are seeing wineries extract production information from vintrace to put alongside other data, such as planning and forecasting, in tools like Microsoft Power BI, to better measure their operations. Using vintrace APIs makes this completely self-service.”

  Clients have access to either self-help or hands-on technical support from the vintrace team. Crawford said the application increases scanning capabilities and is available on Android and iOS for mobile connectivity.

  TeraVina:  Oztera, based in Pleasanton, California, partnered with Microsoft to offer TeraVina, a winery software application built on the Microsoft Dynamics Business Central (NAV) platform. Oztera provides both cloud-based and computer-installed winery software. Michael Stallman is the company’s director of business development.

  “We took the base functionality and underlying technology from Microsoft and extended that solution to provide winery specific functionality. We were fortunate to work with some very prestigious wineries and seasoned industry veterans to really focus on winery requirements and automating common tasks. We continue to grow our solution to meet the needs of all our clients and push the buck on technology. It is important to note that we can move more quickly with changing technology trends because we have Microsoft behind us. We can extend their technologies to keep up with the larger market and not bootstrap wineries to specific technologies.”

  Oztera can also apply its toolset to integrate with external systems, allowing wineries to keep existing functions they like and improve the output of others, even if that application is an Oztera competitor.

  “A good example is a recent integration with Winemaker’s Database. We encountered a scenario where the winemaking team really liked where they were at with their winemaking systems, but the rest of the business needed help. While on the surface, WMDB is a competitor of ours, we were willing to work with them and provide a solution that helped our client achieve their goals.  We delivered a system that provided them with the gains they needed on other fronts while building a bridge to WMDB, making that part of their business more streamlined. “

  VinNOW:  Another choice for wineries with small budgets looking for big package solutions is VinNOW, the brainchild of Ted Starr. A software engineer, Starr put his 40 years in the industry to work by creating a software system that he said can handle just about anything. 

  “VinNOW was created in 1999 as a custom program for wineries with a need: telesales, customer records, inventory tracking, order discounting and invoicing. It has been growing ever since to include point of sale, robust wine club processing, QuickBooks integration, compliance and shipping integrations with multiple vendors, comprehensive reporting and time cards, to name a few. “

  Starr and his wife, Deanna, an experienced winemaker, use VinNOW in their Milano Family Winery, based in Hopland, California. He explained to The Grapevine Magazine how the software helps to save time. 

  “We utilize our integration with ShipCompliant to collect and submit various states’ compliance reporting for sales tax and excise taxes, saving countless valuable hours of time. Our extensive reporting capabilities allow us to get the information needed to complete various reporting requirements such as sales tax, wine sales by alcohol level, and shipments, inside and outside of our state. 

  In addition, we use our VinTracker bulk wine and custom crush billing module to track the wine’s containers, volume and work performed, as well as generating work orders for current work to be completed.”

  Starr said that VinNOW offers an alternative to cloud-based software systems, which can be a problem for wineries with poor internet connections.

  “As many wineries are in areas which experience this, that is a major challenge.  On a busy day, if you can’t use the solution, you lose sales. Using software that is on your computer ensures you are in charge of your data – it is located at your site. With cloud-based systems, if your internet is down or slows, it will hinder your ability to sell your products.”

  Starr added that product installation and data maintenance are intuitive and VinNow also comes with free unlimited live support and training. New features and functions are added continuously, including some adaptations to accommodate the demands that COVID-19 restrictions have placed upon wineries.

  “We have redesigned our point of sale to facilitate the sales process. We are also able to process credit card transactions away from the winery or tasting room.”

  InnoVint:  Ashley Leonard started her career as a winemaker nearly a decade ago.  Frustrated by winery software that didn’t quite fit her needs, Leonard founded InnoVint, a cloud-based, mobile software solution managing all aspects of the winery. Backed by a team of experienced winemakers and modern software engineers, Leonard said her company is the first to bring mobile-driven software to the wine industry.

  “The software goes beyond activity tracking as a digital workflow productivity tool, uniting winery teams both within production and with other departments such as finance and compliance. Daily activity is recorded in real-time, whether in the vineyard, the lab, the cellar or on-the-go. Production integrates seamlessly with compliance and costing, so the winery has confidence that their entire operation is running smoothly.”

  Leonard said that InnoVint puts the winery back in charge of time management, taking the head-scratching out of technology use.

  “Winemakers are not software gurus. They shouldn’t have to waste their time figuring out clunky, legacy databases to fit their unique processes. They deserve purpose-built software that caters directly to their specific vineyard and winery activities. InnoVint is designed by a team of winemakers with 75 harvests under our belt, and it shows in how catered our solution is for them.

  Whether the winery is a small boutique producer, large custom crush operator or bulk wine supplier, we save them hours of time per week by reducing communication friction, bringing relevant winemaking data to the surface and uniting production with the other departments at the winery through a single pane of glass.”

Pest & Disease Control:

Industry Specialists Help Vineyards Protect Their Most Valuable Commodities 

the wizard of oz

By: Cheryl Gray

In “The Wizard Of Oz,” Dorothy and her friends were afraid of lions and tigers and bears. For vineyards, danger lurks behind mealybug and nematodes and fungi. Oh my.

Insect pests and diseases can wreak havoc on vineyards, often causing irreparable and costly damage, destroying fruit, vines, even trunks – down to the root. That is why experts in managing these risk factors brandish prevention as their weapon of choice.

Atlas Vineyard Management

One such company is Atlas Vineyard Management, a Napa Valley, California, company founded in 2006. Its vineyard clients stretch from California to Oregon to Washington state. The company offers vineyard development, farming and viticulture services along with grape sales and marketing. AVM underscores what it describes as a successful track record of developing more than 2,000 acres of vineyards as proof that its pest and disease control methods are all built on best practices.

  Madeleine Rowan-Davis is Senior Viticulturist for AVM. With degrees from the University of California at Davis and Mount Holyoke College, she is a certified Pest Control Advisor with a Qualified Applicator’s License, both through the state of California. As a former researcher at UC Davis, Rowan-Davis’ education and experience focus on sustainable farming. She pointed to one of the most dangerous insect pests to vineyards.

  “The insect pest that incurs the highest costs per treated acre and poses a significant threat in the Northern California region, where we do a good amount of farming, is vine mealybug, which is arguably impossible to eradicate. Once it is present in a vineyard, it requires continued inputs to minimize spread into uninfected areas of the vineyard and prevent damage to the fruit.”

  Rowan-Davis told The Grapevine Magazine how vine mealybug triggers multiple problems, including disease. “Not only can it damage the fruit by producing copious amounts of honeydew that results in the fruit being covered in sooty mold, but they also vector multiple strains of grapevine leafroll virus, which reduces the ability of the grapevine to ripen its crop. The plant cannot be cured once it is infected, so this can result in a lot of expense – ripping out & replanting infected vines – as well as lost revenue since it takes several years for the replanted vines to produce a crop. Because this pest has multiple generations in a single season, it can be particularly bad in warm growing regions where populations can multiply more rapidly.”

  AVM offers its clients pest and disease scouting along with a customized management program.  The company deploys spray programs that involve Integrated Pest Management principles, which it says minimizes chemical use while maximizing the effectiveness of sprays required to eradicate a problem.

  “I would say that we advocate for management strategies to be well rounded,” said Rowan-Davis. “IPM guidelines are very helpful and allow us to minimize our reliance on chemical solutions while producing the highest quality wine grapes that a given site can produce. We use chemicals and management practices that are permitted in organic farming, even in our conventionally farmed properties.” 

  Like insect pests, there are diseases that affect some grape growing regions more than others, including leafroll and red blotch.

  “These diseases are both caused by viruses and can dramatically impact the quality of the fruit,” Rowan-Davis said. “Grapevine viruses are moved around with planting material if one doesn’t follow safe practices, and many can also be vectored from vine-to-vine by insects or other pests. Red blotch and leafroll are found in many growing regions, but the severity of the disease can differ depending upon varying environmental stresses.”

Advanced Viticulture, Inc.

  When it comes to fighting the diseases and insects that can destroy a vineyard, education, backed by experience, matters.

  Mark Greenspan, Ph.D., President and Viticulturist of Advanced Viticulture, Inc., has 30 years in the field, earning his Bachelor of Science in Electrical Engineering, Master of Science in Viticulture and doctorate in Agricultural Engineering, all from the UC Davis. He is also a certified crop advisor, certified professional agronomist and a licensed pest control advisor with the state of California.

  Advanced Viticulture opened in 2005 as a technical consulting firm specializing in water and nutrient management, soil evaluations and vineyard design. Its vineyard clients are along  California’s north and central coasts, across the U.S. and internationally. In 2011, the company expanded into vineyard management, providing services that include farming grapes and developing vineyards, primarily in Sonoma and Napa counties. Greenspan gave The Grapevine Magazine an overview of the damage caused by a range of insect pests.

  “Spider mites can rapidly cause loss of leaf function and can retard fruit maturation as a result, if the infestation and damage become excessive. Nematodes weaken the vines overall and can eventually kill vines. The nematodes can spread in the soil and create weak and dead areas within a vineyard block,” he said. “All of these pests are found throughout grape growing regions of the U.S., but spider mites tend to thrive under hot, dusty conditions under periods of vine water stress. The West Coast experiences far fewer insect pests – and definitely diseases – than the East Coast and other grape growing regions of the U.S.”

  According to Greenspan, some common diseases inflict significant damage to vineyards. “Powdery mildew is the most common and most damaging. It is fairly easy to control with fungicides, but the rotation of materials, timeliness, spray intervals and spray coverage is important for its control. This is a common problem in all growing regions. Trunk diseases are also very common and very damaging, and they include Eutypa and Botryosphaeria fungi, as well as Esca types of fungi. These are common in all regions and can damage a vineyard by killing the permanent structure of the vine.”

  Choosing between either chemical or organic methods is about weighing outcomes. “We don’t advocate for either, but find that a mix of ‘chemical’ and organic materials is often the best approach,” Greenspan said. “Purely organic methods can be very difficult to make effective, especially for difficult pests like vine mealybug and spider mites. Fungal diseases are more readily treated using organic methods, but conventional materials are often more effective and require fewer passes through a vineyard to attain control. Also, it is not correct to label this ‘organic versus chemical.’ Organic products may be chemical as well but are derived from natural sources without extensive processing.”

Sym-Agro, Inc.

  Sym-Agro, Inc., based in California’s San Joaquin Valley, has developed new takes on what nature has to offer to combat insect pests and diseases plaguing vineyards. President and CEO Peter Bierma founded the company in 2012.

  “I started Sym-Agro based on the belief that nature has antigens for every problem and, if you balance control with biology, you can grow really good crops with very little conventional pesticides,” said Bierma. “Now, with technology to validate [the] efficacy of essential oils, beneficial bacteria, etc., and more pressure on synthetic pesticides, this segment is growing very fast.”

  Bierma, with three decades of industry and field experience, said Sym-Agro offers three specific products for grape crops: Cinnerate, Instill Copper and ProBlad Verde.

  “ProBlad Verde provides excellent control of powdery mildew and botrytis. It is one of the few fungicides which has direct activity on all life stages of disease and provides 10-14 day spray intervals. Secondly, it is excellent for powdery mildew knockdown, stopping disease within four to eight hours and then providing control for 10-14 days.”

  Cinnerate is a triple-action threat, Bierma said, acting as a miticide, fungicide and insecticide. Based on emulsified cinnamon oil, it is touted as a crop-safe but direct killer of all life stages of disease, including spores. Results come through either direct contact with the spray solution or through fuming activities. Used to reduce post-harvest rot through a pre-harvest application, Cinnerate is also a combatant against well-known insect pests, including mites, leafhoppers and mealybug.

  Phomopis, powdery mildew and botrytis are the primary targets of Instill Copper, a low dose, liquid copper fungicide. Bierma told The Grapevine Magazine that Instill Copper leaves no visual residue on treated grapes and is safe to use throughout the growing season.

Suterra

  Suterra, a global leader for more than 30 years in pheromone insect pest control, creates products for use in six continents. In California alone, it provides services to an estimated 180,000 vineyard acres. Suterra is located in Bend, Oregon, where it houses research and development, pheromone synthesis, product engineering and manufacturing. Its parent company is The Wonderful Company, one of the world’s largest agricultural conglomerates and owner of wine brands that include Landmark, Justin and JNSQ.

  Suterra products are available in multiple forms, including proprietary aerosol emitters, sprayable formulations, membrane dispensers and specialized monitoring lures. Its chief innovations are CheckMate VMB-F and CheckMate VMB-XL, touted as groundbreaking in the market. Sara Goldman, Technical Support Manager for Suterra, explained why these synthetic replicas of the sexual reproduction pheromones of vine mealybug are so formidable.

  “By hanging VMB-XL dispensers or spraying VMB-F microcapsules, vineyard managers confuse flying male vine mealybugs so that they can’t find females to mate. This reduces the pest’s overall populations and is completely safe for all beneficial species and humans,” Goldman said. “CheckMate prevents damage and extends the lifespan of insecticides by mitigating resistance development. We also offer specialized lures to help Pest Control Advisors monitor for vine mealybug and grape mealybug.”

  Goldman told The Grapevine Magazine that CheckMate VMB-F is more commonly used by conventional growers. It works with any IPM tools, from beneficial parasites and predators to conventional insecticides. That flexibility and compatibility make it a popular choice for vineyards defending against vine mealybug. An infestation, she said, can happen to even the most careful growers. 

  “Although the adult male vine mealybug can fly, the females and immature vine mealybugs, also known as ‘crawlers,’ are wingless and unable to fly. It is these non-flying life stages that spread the infestation into and through a vineyard in several ways. The most direct way is at planting through infested nursery stock,” she said. “Another common transmission method is through farm equipment. Do not allow contaminated equipment, vines, grapes or winery waste near un-infested vineyards. Mealybug crawlers can even hitch a ride on field crews that have been working in an infested vineyard or with prunings and plant residue from the previous season. They can also be dispersed by birds and other wildlife, surprising even the most meticulous growers.”

  Once insect pests & diseases get out of control, both can create an uphill battle for vineyards. Experts say that for new vineyards, prevention starts with clean and disease-resistant plant materials. For mature vineyards, early detection and strategies developed by specialists who know best how to control and eradicate the threats can make the difference.

“Marietta Cellars: Spinning Magic in Sonoma County”

2 man posing in front of the barrels
Scott Bilbro and his late father, Chris

By: Nan McCreary, Sr. Staff Writer, The Grapevine Magazine

Marietta Cellars owner and winemaker Scot Bilbro remembers growing up and watching his late father, Chris, perform magic in his winery in Sonoma County.  Not magic with cards or sleight of hand, but magic in transforming cardboard wine boxes into suits of armor for his boys or grilling sweet but spicy ribs and blending a fruity Zinfandel and a hearty Petite Sirah to make a perfect wine pairing for dinner.

  It is that same magic — the magic of creativity and possibility — that inspires Scot, second generation winemaker at the small family winery founded by Chris Bilbro in 1978.  “I’m building off what my father started,” Bilbro told The Grapevine Magazine, “and keeping a lot of his creeds and thoughts in my head and heart while also making it my own thing.”

  The hallmark of the elder Bilbro’s winemaking was a certain freedom of expression, his son explained, which inspired him to create unique blends of wines atypical of Sonoma County, and all of California for that matter. “Dad was just a pleasurable, comfortable gentleman who did things that made sense to him,” Bilbro remembered. “It wasn’t that he threw the rulebook out; it was just that he hadn’t been classically trained so he did things in a way that made sense to him.”  One such blend was his now-iconic Old Vine Red, a combination of Zinfandel, Syrah, Petite Syrah and Carignan that Chris Bilbro created in the 1980s. The proprietary blend put Marietta Cellars on the map and earned a stable of dedicated followers that continues to this day. What makes this wine especially distinctive is that it’s a blend not just of varieties, but of vintages. “This is a delicious wine that has become a well-known table wine for people across the country,” Bilbro said.  “And yet it started as a little brainchild created by my father in a little cow barn in the hills above Dry Creek and Healdsburg.”

  Bilbro, with a winery as his childhood playground and a degree in Viticulture and Enology at U.C. Davis, has been continuing his father’s legacy since Chris retired in 2012.  While that legacy was well established — Chris’s success with OVR allowed Marietta to grow and purchase its own vineyards rather than continue to source fruit from friends and farmers — the younger Bilbro has access to Marietta’s 310 acres of estate-based vineyards in Alexander Valley in Sonoma and McDowell Valley and the Yorkville Highlands in Mendocino.  Marietta still chooses to source a small amount of grapes from a few select growers with whom they have significant history. 

  Marietta’s vineyards offer an ideal climate for grape growing, with hot days for ripening and cool nights for developing acidity to balance the flavors. All grapes are farmed organically, with no synthetic herbicides, pesticides or fertilizers.  “This means lots of hand labor,” Bilbro told The Grapevine Magazine, “but most of our vineyard crew has been with us for years — some for decades —and they know what needs to be done and when.”  Bilbro and his crew tend the vineyards year round, and when harvest time comes, they pick the grapes with care and precision.  In some years, they may harvest multiple times per block, depending on the ripeness of grapes in that block.  “All of this is time-consuming,” Bilbro acknowledged, “but there are no shortcuts in the vineyard, or in the winery.  Everything is determined by information we’re getting at the time rather than by going on autopilot.”

  In the winery, Bilbro is now spinning wine with his own magic, just like his father before him.  “My winemaking philosophy is an amalgam of my father and my education at UC Davis,” Bilbro explained. “We ferment in stainless steel tanks and age in neutral oak, because we want the grapes to preserve the properties of their terroir.” In any given harvest, the volume of a grape variety may exceed the room in the fermentation tank, so Bilbro and his team separate those grapes into individual tanks for fermentation and aging.  Typically, Marietta has 80 fermentations with each harvest, sometimes with two fermentations from one block, separated by ripeness.  Once the separate fermentation lots have matured in barrel, maybe as long as a year, they bring individual lots of wine together to create the final wine. “It’s much better to make sure the wine is balanced before wrapping the fermentations together rather than finding out a year later that the wine is not as balanced or complete as we like and having to resort to additives,” he said. “We want to make sure that everything that goes together deserves to go together.”

  Marietta creates three series of wines: the OVR series, the Family Series and the Single Vineyard Series.  The OVR series includes wines made from old vines: the Old Vine Red; a Rose made from some of the oldest Grenache and Syrah in the state; and a Riesling sourced from the state’s second oldest Riesling vines. The Family Series features wines that Bilbro names after people in his life and business:  Román, a crisp, modern Zinfandel named after their cellarmaster of 34 years; Christo, his version of a Rhone-style red wine, honoring Chris Bilbro, or “Christo” as his beloved great aunt Marietta (for whom the winery is named) called him and a passionate lover of Syrah; and Armé, a Cabernet Sauvignon that balances New and Old World styles and is named for Marietta’s husband, Armé and Chris’ adventurous great uncle. The Single Vineyard Series highlights individual vineyards that deliver the purest expression of place: Angeli, a Zinfandel from Angeli Ranch in Alexander Valley, settled in 1886 and home to the Marietta Cellars winery; Game Trail, a cellar-worthy Cabernet Sauvignon from the Yorkville Highlands; and Gibson Block, a Syrah from the McDowell Valley, among the state’s oldest Syrah vines, dating back to the 1880s.

  While all of these wines are quality wines in their own right, it’s the historic OVR that’s the signature wine for Marietta Cellars.  The winery produces 50,000 cases of wine a year; 25,000 is OVR. While there’s no recipe for the wine, Bilbro said it’s always based on Zinfandel, with smaller components of Syrah, Petite Syrah and Carignan. “We have a massive barrel room, almost like a three-dimensional matrix with multiple varieties and multiple vintages,” he told The Grapevine Magazine.  “My dad and I would pick lots that we thought might be relevant to the next release, and we’d blindly taste through them and put them in different groupings, like groupings of wines with bright fruit, structure or wines with savory components.  Then we’d pick our favorites from each and blend them together to make the OVR.  We’d do all of this by feel, which is part of that freedom of expression.” The OVR is released in lots, two lots per year.  Marietta Cellars is now on lot #71.  “The blend is always different,” Bilbro noted. “I may add a half a percentage of Cabernet to bring up in some tannins, or a bit of Barbera to bring up the acidity. A percentage doesn’t seem like much, but it can make a difference.” Whatever the blend, the style of OVR is always the same: it’s an easy drinking, medium-bodied wine that’s full of flavor.

  As Marietta Cellars looks to the future, more exploration is in the cards.  Bilbro and his staff are especially excited about their vineyards in McDowell Valley in Mendocino, which is renowned for Rhone varieties and home to some of the oldest Syrah and Grenache Gris in California. “We want to play with historical varieties that are less articulated out there and rearticulate them,” Bilbro said.  “We also want to work these grapes into our existing blends to add some nuance.” These grapes, according to Bilbro, include Mourvedre, Roussanne, Marsanne, Grenache Blanc, Picpoul and Viognier, all grapes from the Rhone Valley that are becoming more popular among U.S. growers.

  Business-wise, Marietta Cellars recently entered a partnership with VINTUS, a wines and spirits importer and marketing agent to expand its presence in the market.  The company has been named a Wine & Spirits Importer of the Year five times (2015-2016-2017-2018-2019-2020) and in 2017 was named Wine Enthusiast Importer of the Year.  VINTUS’ portfolio today includes Chateau Montelena, Gary Farrell Winery, Ponzi Vineyards, Champagne Bollinger, E. Guigal, Chateau Minuty, Ornellaia, Masseto, Pétrus, Château La Fleur-Pétrus, Château Margaux, Masciarelli, Tommasi, Sandrone, Le Macchiole, Quinta do Noval, Dog Point Vineyard, Errazuriz Finca Decero and others totaling more than 40 leading global estates.

  Clearly, Marietta Cellars, a small family winery, has been doing big things since it was founded over 40 years ago.  But the goals remain the same as they were in the beginning: to create something special and share that with the world. “Ultimately, sharing what we do with our lives — rather than our jobs — is important to us,” Bilbro told The Grapevine Magazine.  “Our wine is not a commodity:  It’s something we are pouring our time and hearts and souls into.  When people drink our wines, we hope they think about our family and how much care and focus we put into what we do so they can actually feel what it’s like to make these wines and walk these vineyards. We want people to experience our wine, not just taste it.”

For more information on Marietta Cellars, visit www.mariettacellars.com

Defining the Best Single-Vineyards in the Niagara Peninsula

2 wine glasses on an overlooking vineyard

By: Alyssa Andres

The Niagara Peninsula is the largest viticultural area in Canada, with two regional appellations and ten sub-appellations. The peninsula sits between the Niagara Escarpment and Lake Ontario, creating a unique microclimate that is sheltered from prevailing winds and insulated by its proximity to the lake.  Many small rivers and streams in the area provide an excellent water source for vineyards through the long dry summers, and the soft aspect of the escarpment provides excellent drainage. Centuries of erosion have created a complex soil structure that varies from location to location within the regional appellations, from clay and silt to limestone and sand. The unique variations in soil are ideal for creating wines with distinct character and personality.

  These marked distinctions in terroir and climate mean that a Cabernet Franc will taste remarkably different from one vineyard to the next within the peninsula. Some winemakers believe there is definitive variation in grapes even from one end of a single-vineyard to the next. For this reason, some Niagara wineries are moving toward labeling their wines by single-vineyard and starting to define what the best vineyards are in the region.

  Just like the Grand Cru vineyards in France, certain vineyards in Niagara stand out as being supreme. Cave Spring is a vineyard that first rose to esteem as one of the finest in the region. Located in the Beamsville Bench sub-appellation of the Niagara Escarpment, it is owned by the winemaking family, the Pennachettis. The vineyard gets its name from the limestone caves and natural springs that surround it.

  Cave Spring Vineyard sits along the steep cliffs of the escarpment, planted on gently sloping hills that provide optimal drainage and retain ample moisture during the Mediterranean summers experienced in the region. The escarpment also captures the temperate lake effect breezes from Lake Ontario, which lengthen the growing season and allow for optimal flavor and ripeness in the grapes. Above, on the ridge of the escarpment, the vineyard is surrounded by hardwood forest. The forest retains plenty of moisture that slowly filters through layers of sedimentary rock, feeding mineral-rich water into the vineyard. The soil is a stony clay: a complex mixture of limestone, shale and sandstone that give Cave Spring’s wine a distinct minerality.

  Cave Spring focuses on Riesling and Chardonnay, which the Pennachetti family believes exhibit the ultimate expression of the vineyard’s terroir. They use only the top 5% of grapes from the best blocks and parcels in the vineyard for their CSV estate release. Some of their old vines date as far back as the mid-1970s. The wines are delicate and aromatic with notes of melon, lime, white blossom and a characteristic wet stone that comes from the vineyard’s terroir.

  Both the Riesling and Chardonnay are dry, with vibrant acidity and bright fruit flavors achieved from the vineyard’s ideal location. CSV wines are only produced in the best vintages when the growing season allows for it, but the Pennachettis say there are few years that conditions do not permit, due to the vineyard’s premium locale.

  Down the road from Cave Spring Vineyard, in the Twenty Mile Bench VQA sub-appellation, Tawse  

Winery is also making note of their ideal single-vineyard locations. Owner and founder Moray Tawse purchased his first vineyard in 2000 and now owns over 200 acres of prime grape-growing real estate in the Niagara Escarpment. All four of his vineyards are comprised of limestone clay loam, which gives Tawse wines a unique depth and character. Tawse is not only labeling his wines by single-vineyard, but he has also divided the vineyards into different blocks so he can further define the terroir within each plot. The Cherry Avenue Vineyard has three blocks, each named after his three children: Robyn, Carly and David. Each block is home to different grape varietals, from Riesling to Cab Franc, each thriving in the vineyard’s deep clay soil.

  Tawse winemakers practice organic and biodynamic farming as well as minimal intervention winemaking techniques to allow the resulting wines to display as much of the vineyard’s terroir as possible. The variation between each single-varietal estate bottle is surprising as each plot receives varying amounts of sunlight, precipitation and drainage. Having an array of different plots allows Tawse to pick and choose which of his grapes he uses for single-varietal each year, as growing conditions vary dramatically from season to season.

  For this reason, some winemakers in Niagara choose not to purchase the best land in the region, but instead, act as classic French “negotients” and buy the best grapes from a multitude of different growers and vineyards in the area. This allows them to pick and choose where they get their grapes instead of being tied down to a specific plot.

  One winemaker in Niagara working this way is Thomas Bachelder. He has made it one of his goals to define the best single-vineyard plots in the region. Originally from Quebec, Bachelder started his winemaking education in Burgundy, where he became extremely interested in terroir and its impact on wine. After producing wine in Burgundy and Oregon, Bachelder settled in Niagara, where he specializes in Chardonnay and Pinot Noir. He labels his wines with the name of the single-vineyard, and his latest release goes as far as to define the different ends of these single-vineyards.

  In his most recent release, Bachelder produced three Chardonnays and four Pinot Noirs from five different vineyards in the Niagara Escarpment.

  Three of these vineyards are part of the Wismer Vineyards, a collection of eight farms in the Twenty Mile Bench that are becoming known within the region as some of the best for Chardonnay and Pinot Noir. Two of Bachelder’s 2018 Pinot Noirs are single-varietals from the Wismer-Parke vineyard, but one is made using only grapes from the vineyard’s west side. The 2018 Wismer-Parke “Wild West End” has a distinct iron, flesh and game note that the other sides of the vineyard do not offer.

  Therefore, Bachelder has taken the notion of single-vineyard and brought it one step further, defining the unique flavor profiles found from one end of a vineyard to the next. 

  One of Bachelder’s other favorite vineyards in the Niagara region is the Lowrey Vineyard. Two of his 2018 single-vineyard Pinot Noirs are made with grapes from Lowrey, one using only Pinot Noir from the oldest vines on the property, planted in 1984. Located in the St. David’s Bench sub-appellation, the vineyard is owned by the Lowrey family, who have farmed the land for five generations. The family turned from fruit farming to grape growing in 1984 when Howard Wesley Lowrey first planted five rows of Pinot Noir.

  Since then, the Lowreys have been supplying grapes to some of Canada’s most prestigious winemakers, including Ilya Senchuk from Leaning Post Wines and Kevin Panagapka from 2027 vineyards. However, the Lowrey’s keep a small percentage of the grapes from their 35 acres of farmland for their craft wine, Five Rows.

  Five Rows Craft Wine has become well-known in the region for producing beautiful, complex wines that sell out before anyone can get their hands on them. The family takes a minimal intervention approach to their winemaking, avoiding artificial pest control and fertilizers, with the intention of producing wines that are truly characteristic of their vineyard. They tend to the vines by hand and treat each vine as an individual to ensure optimal fruit quality. Their hands-on approach produces some of the most highly sought after grapes and wine in the Niagara region, from Pinot Noir, Cabernet Sauvignon and Syrah to Pinot Gris, Sauvignon Blanc and Riesling.

  All of their fruit comes from their vineyard, and only small quantities are produced. The extra love and attention given to the vines pay off. By focusing on quality over quantity, the Lowreys have defined their vineyard as one of the best in the region.

  By labeling single-vineyard locations, Niagara winemakers can clearly define why their wines are superior. Just like winemakers in Burgundy and Bordeaux, who are known for their specific Grand Cru sites, Niagara is in the process of developing a similar map.

  Now, consumers can learn what vineyards to look out for and start to understand the flavor profiles of different sites compared to others. The diversity in terroir, elevation and climate in the Niagara region means that flavors can vary dramatically from vineyard to vineyard. It is important to define extraordinary vineyards and understand why they are so special.

   As this burgeoning winemaking region continues to grow and businesses expand to accommodate the market, these are the areas that need to be protected. By defining the best single-vineyards and including them on the bottle, Niagara winemakers can display the complexities found in each of these sites and clearly exhibit the impact these locations have on the wine.

  The vineyards start to take on their own personalities, and consumers can begin to taste the characteristics of each one. It’s the next step in the future of Niagara wines.

Impact of the 2020 Wildfires on the Oregon Wine Industry

staff at a vineyard

By: Becky Garrison

Dr. Gregory V. Jones, the Evenstad Director of Wine Education and a professor and research climatologist at Linfield University, describes in a telephone interview the weather conditions leading up to and causing the current wildfires in Oregon and the western US.

  “This unprecedented and likely a once in generation event resulted from a very large high-pressure area stretching from the desert SW to Alaska that brought extreme heat and very dry conditions to the western US. The dome of high pressure pushed the jet stream into northern Canada and forced cold air southward into the Rockies and the central US. This outflow of air brought strong winds from the east toward the west coast. These winds moved over numerous mountainous areas, warming, drying, and increasing in wind speed. The result was a dramatic drop in dew points, lowering relative humidity (to 8-20%) to desert-like conditions even to the coast. This same event brought cold air to the Rockies with temperatures dropping 60 degrees or more in one day and significant snow to the mountains and the front range.”

  Prior to Labor Day, the few fires in Oregon were starting to be brought into control. However, Jones charts how with the onslaught of the strong down sloping winds and drying conditions, small fires had the potential to become large very quickly.

  The result was catastrophic fire developments across the state with smoke covering much of the western part of Oregon and blanketing California. While most of the smoke in Oregon was at higher altitudes, over a few days the winds calmed, which helped the fire-fighting, but also allowed the smoke and ash to drop to lower altitudes in the Willamette Valley and elsewhere along the western valleys of Oregon and California and into Washington.

(As of this writing, the wildfires remain active with varying degrees of containment. An interactive map charting the wildfires is available here: https://projects.oregonlive.com/wildfires/map.)

Impact of Wildfire Smoke on Wine

  In an email statement from Sally Murdoch, Communications Manager for the Oregon Wine Board (OWB), the OWB held an emergency session on September 21, 2020 where they approved tens of thousands of research dollars. These monies were in addition to what the Erath Family Foundation contributed for sampling and lab analytics at Oregon State University (OSU). This testing will start a file of data points on smoke in Oregon wine grapes and wines that will establish benchmarks from the vintage and the smoke effects on it. OSU will collect approximately 70 geographically-dispersed samples representing assorted varieties from vineyards across the state. After the grapes are tested, microfermentations from those samples will be analyzed to compile a total phenol profile for each wine sample. This is the first time fire or smoke drift pressure covered nearly every wine producing region in Oregon (effects were somewhat less problematic in the Gorge and The Rocks District).

  While much has been written in the media as simply fire + smoke + grapes = smoke tainted wine, Jones asserts, “A smoky wine is not a fire-smoky wine and not all smoke produces smoke impacted wines. What is clear is that the historical use of the term ‘smoky’ with wine has been tied to red wines that have spent some time aging in oak barrels which in turn imparts an aromatic characteristic of ‘smokiness’ to the wine,” he adds. 

  Jones points to how fires have occurred in and near wine regions such as Australia, Portugal, California, Washington, and Oregon with numerous reports of smoke ‘tainted’ or ‘impacted’ wines. “Aspects of how far the smoke travels, the smoke’s composition, the level in the air that the smoke is at, the timing during the vintage, and how long it lasts all play a role in whether any smoke impact might occur to the wines. The additional complication is that grapes may not have any direct flavor or aroma of smoke, but through the fermentation of the grapes a chemical transformation creates less desirably characteristics to the wine. However, 1+1 does not always equal 2 here, so I urge caution in how this conveyed.”

Effects of Wildfire Smoke on the 2020 Harvest

  Murdoch reports that some growers are experiencing smoke damage and are testing their fruit. “Smoke characteristics in wine this year are highly variable and site-specific.” Alex Fullerton, Winemaker for Fullerton Wines, agreed with this assessment in an email exchange. “Some vineyard sites have low to no smoke impact, and some were affected. We picked all our grapes, but made more rosé or white wine out of some of our red grapes that were most affected.”

  When asked about the impact of the wildfires on the 2020 harvest, Morgen McLaughlin, Executive Director, Willamette Valley Wineries Association, offered this statement via email.

  “As always, the story of the harvest is ever unfolding. Every year brings new opportunities and challenges. Every year the winemakers’ job is to navigate what Mother Nature brings, and impart knowledge gained from the past with new and innovative resources. Our industry is working closely with the scientific community and universities conducting research on the topic to continue to contribute to our shared understanding of this industry-wide issue and help to inform ongoing research on the topic of smoke-affected grapes. We are proud of the vintage diversity the Willamette Valley enjoys—every year is special, and with each challenge our talented winemakers rise to the occasion to make wines of place.”

  Scott Zapotocky, Director of Winegrowing, Eola Springs & Chehalem Mountain Vineyards, Sage Ridge Vineyard, and Geodesy Wines, pointed in a phone call to some challenges they’re facing with this year’s harvest. “It’s making the harvest more difficult for sure given the Covid-19 safety requirements we’ve had to implement this year with working socially distanced and wearing appropriate personal protective equipment. Then put on top of that the risk of the wildfires that may be around. It’s definitely added a level of stress.”

  Adding to this uncertainty is the delay of  lab testing analysis on this year’s grapes. According to Murdoch there’s a backlog of tests with 908 Oregon wineries eager to know what their wines’ smoke marker levels are. “The lab testing bottleneck is compounded by wildfire and smoke events in our neighboring states. We already knew there would be fewer wine grape tons harvested this vintage. September wildfires compounded that situation in some viticultural areas on the west coast.”

  Along those lines, Zapotocky adds that growers face the risk of rejected fruit from the wineries. “Then the grower has to try and find either a new home or figure out if they’re going to be able to take an insurance claim on the grapes. The ability to file a claim is continent on if they have insurance and what level of insurance coverage they have. 2020 is a very complicated harvest.”

Marketing Challenges for Oregon’s 2020 Vintages

  Dr. Damien Wilson, Professor at Sonoma State University, and inaugural Hamel Family Chair with the Wine Business Institute, stressed in a telephone interview the difficulty in predicting the future while still in the middle of an on-going challenge. In his estimation, smoke taint is only likely to become an issue if perceptions of its existence are coupled with press reports that it’s a problem. Most consumers lack awareness of it being an issue for wine, so “It’s essential to minimize references that contribute to a perception of any 2020 wine as ‘smokey’ or fire-affected.” Accordingly, practices aimed at preventing and/or minimizing smoke-taint in the cuvée will be essential.

  In addition to his view that doomsday predictions on smoke-taint are likely to be overblown, Wilson has increasing evidence that winery visitors during this year are providing influential testimonials on the perceived safety and intimacy of their tasting room experiences. He recommends that small producers can leverage such publicity to help expand their online presence instead of being too heavily reliant on local buyers. He states that “…[those] producers who don’t have web pages or use social media have had to pivot quickly. The ones who connected via virtual platforms have consistently been more successful in recovering, maintaining or growing sales.”

  In a statement released by the Oregon Wine Board, the leading variety in planted acreage and production in Oregon remains Pinot Noir which accounted for 59% of all planted acreage and 58% of wine grape production in 2019. Further analysis of these statistics reveals that statewide there are 41-42% of grape varieties who could take center stage as soon as next year. In this analysis, Wilson encourages winemakers to use their advantage that wine consumers are both comfortable and familiar with Oregon’s Pinot Noir. While consumers have begun to experiment with other varieties, during a crisis they tend to revert to those wines most familiar to them. Hence he encourages Oregon winemakers to remain cognizant of the value of their Pinot Noirs, and the potential to retain price premiums for those with established market awareness.

  According to McLaughlin, there less Pinot Noir may be produced this year from the Willamette Valley, wineries may shift and adapt programs to reflect the best of the vintage. “Winemakers are privy to a wide array of resources locally, regionally and internationally. And, we have to remember the region is vast and diverse. What is happening in one area of the region isn’t necessarily occurring in others. Individual producers are all handling the situation differently to produce the best wine possible in 2020.”

  Murdoch echoes this sentiment. “Although Pinot Noir is the leading grape in the state, our region continues to garner accolades for its Chardonnay, Syrah, Riesling and Sparkling wines.” Since many wineries harvested grapes for their sparkling wines prior to the fires, these wines will not be affected. In her estimation, wineries will instead be focusing on different varieties. “Uou will see more white wines from this vintage, as the grapes were inside and often had less smoke exposure statewide.”

  From a retail perspective Murdoch and Wilson do not foresee any major impact on consumer purchases, as long as messaging can be effectively managed. As Wilson observes, “While he industry will be talking about smoke taint and the memory of 2020, these issues are not likely to impact most wine consumers. There’s a premium attached to wine that comes out of Oregon. Consumers perceive these wines as being excellent quality and good value for the price.” Murdoch concurs, “Grape growers and winemakers are focused on building businesses over the long-term based on craftsmanship and value. Winemakers are aware of the reputational risk posed by releasing wines that might fall short of Oregon’s historically high-quality levels.”

How To Get The Most Out Of A Virtual Trade Show

rendered virtual trade show

By: Susan DeMatei

All indicators suggest we will continue our social distancing well in 2021, which means the late winter trade shows in North America will be chiefly virtual this year. The vast majority of us have never attended a virtual trade show, let alone hosted a booth in one. So, as we all venture into this new virtual age together, let’s discuss what to expect, how to prepare, and how to “walk through the virtual exhibition hall” to get the most out of this year’s upcoming events.

BEFORE THE CONFERENCE

  Try The Software:  Your virtual conference will use an online tool you may not have downloaded or used before. Nothing is more frustrating than missing the first 10 minutes because you had to download and install an application. Don’t wait until the morning of the conference to download the software; check that it works on your computer and that you have sufficient bandwidth and a working camera and microphone.

  Ideally, during the weeks before the conference, take a quick tour of features and set up your profile name and company name so you can present your best self to the other attendees. If you already have the software on your computer, review the settings. This is not the time to be logged in as your spouse or child. If you have a profile section, fill it out, and upload a picture of yourself. Remember, this is your “face” to your industry colleagues.

  Plan Your Calendar:  Just because you’re not traveling physically, that doesn’t mean you mentally get to check out. People attend trade shows to participate in live sessions, make appointments, network, and look for new potential partners on the trade show floor. Make sure you block out time for each of these goals. Tell your co-workers and family that you are unavailable during these times.

  When you build your schedule, pay attention to live versus recorded sessions. If your day gets full, save the recorded segments for later times and dates.

  Virtual conferences aren’t just for learning – networking is possible even through a computer. Set up appointments before the event with colleagues. Attend happy hours or breakout sessions with other attendees. And don’t forget to give yourself some open time to browse content other attendees bring.

  Build-in Breaks:  One thing you would do naturally is sit down and have a cup of coffee or grab lunch when you’re attending a trade show. Don’t forget to build these in for your virtual tradeshow. These are your responsibility to include and are essential to allow you your brain to change pace to context shift from one activity to another. To keep yourself energized, try to vary activities – so schedule networking or “virtual coffee appointments” in between sessions where you’re listening for long periods.

  Consider attending with colleagues to boost your social engagement during the conference. You can accomplish this by communicating with each other between sessions or schedule a meeting afterward to share key takeaways and discuss how what you’ve learned might impact your work. You can also chat with people with Microsoft Teams or Slack during presentations. But be careful you don’t have too many channels going simultaneously, which will distract rather than focus your attention.

DURING THE CONFERENCE

  Accessing Booths and Exhibits:  When you register, you’ll create an account with a secure username and password. At a later date, the conference should send you an invitation email containing a unique link to the virtual trade show. When the time comes for the event to begin, click the link and sign in.

  The conference should greet you with a welcome page, which may appear like you entered an actual lobby with people conversing and meeting. It should guide you into the exhibition hall, where you will find dozens of booths. Click on each booth to see what their services are, chat with an associate from that business, see a brief demo, and ask any kinds of questions you might have. You can also book a video chat appointment, or a booth might invite you to book a 1-1 time later that day. If you do schedule an appointment, the conference tool should track that and notify you via email. You can click on the various parts of the screen to access the exhibit hall, auditorium, or info desk.

  If you need help, there will be a technical help desk where you can speak with an event organizer directly or have questions answered about policies, terms, or the event in general.

  Attending Keynotes and Presentations:  Like any trade show, the conference will provide you with a booth map, a session schedule, and speaker bios. The difference here is this information will be accessible in the main navigation of the website versus on a printed program.

  If you have decided to attend speaker sessions, make sure you know the link/location for the talk and be there on time. Live notifications will appear on your screen with reminders about upcoming panels or keynote sessions so that you don’t miss them.

Overall Tips For Attendance:

1.  Participate: It may be tempting to remain an anonymous voyeur, but you’ll get so much more out of the session if you reach out to others:

•    Introduce yourself in session chats.

•    Contribute to discussions and ask questions.

•    There’s usually a networking lounge to connect with other attendees per session where you can talk through group or individual chats.

•    Participate with hashtags to continue the conversation on social media channels such as Facebook and LinkedIn, and Twitter.

2.  Pause: Zoom exhaustion is real when you are staring at a screen watching video presentations for too long without taking any breaks. You can get very tired, so a good recommendation is to periodically take a short break, stand up, walk around and get some food or something to drink. That way, you’ll get the most out of the event with those brief, regular breaks throughout the day.

3.  Focus: You’ll have to work a little harder than you would if you were physically there to be present.

•    Take written notes. The act of writing allows your brain another way of remembering than just auditory or visual cues. It also makes you take your fingers off the keyboard, which signals your brain to focus on the screen.

•    Take screengrabs of interesting charts or items to refer to later.

•    Watch in full screen, and turn off all alerts, so you don’t get pulled into an update on social media or an email.

4.  Stretch: Did we mention breaks? We will suggest it again. It is essential to get up and move every hour to give your brain a quick recharge.

AFTER THE CONFERENCE

  Most people plan on watching some of the on-demand sessions, but they rarely do. If you have recordings on your plan, schedule time to watch them within a week to keep the context and connections fresh. Also, reach out to your new contacts and review any downloaded videos or PDFs from vendors that first week after the conference.

  Above all, adjust your expectation that you’ll be passively watching other people online in your PJs at home. If you actively include yourself in virtual conferences and are committed to focused participation, you’ll be surprised by all the rewards you’ll find.

Susan DeMatei is the President of  WineGlass Marketing, a full-service direct marketing firm working within the wine industry in Napa, California. www.wineglassmarketing.com