End-of-Line Packaging:

Protecting Your Product, Productivity and Profit

wine packaging machine

By: Cheryl Gray

For any winery, end-of-line packaging is the protector of hours expended by both man and machine to get the finished product safely from vineyard to glass.

  Such a huge responsibility is shouldered by companies whose integrity is measured solely by how carefully they help winery clients select the right end-of-line packaging to accommodate their needs.

A-B-C Packaging Machine Corporation

  A-B-C Packaging Machine Corporation, a privately held, family-owned business founded in 1940, counts itself in that number, selling packaging machinery to a wide range of companies manufacturing consumer packages goods. Since the 1960s, the end-of-line packaging company has been an equipment supplier to some of the wine industry’s biggest names, providing a complete line of machinery for winery packaging focused on the dry end of the packing line. Brian Sinicrope is Vice President of Sales and Marketing.

  “The dry end of the packaging line starts with the bottles being delivered to the winery. These are either delivered in reshipper cases or bulk pallet loads. If reshippers, the bottles must be unloaded from the cases to feed the line, using a decaser. Then, the cases are transported to the packer for repacking. When receiving bottles in bulk, the winery will use a depalletizer to unload and single file the containers from the bulk pallets to feed the line. At the other end of the line, filled and finished bottles are packed into either reshipper cases or new cases (if the bottles were purchased in bulk), then on to case sealing, and finally, palletizing for shipment or warehousing.”

  Sinicrope told The Grapevine Magazine that case sealers are another must-have component of a winery’s automated end-of-line packaging operation.

  “Case sealers are always used at wineries that use reshipper case packaging, as they are needed to seal the top flaps of the cases after the bottles are packed. A-B-C manufactures several models for various speeds and that seal with either hot-melt adhesive or pressure-sensitive tape. A-B-C case sealers have exclusive features to manage the flaps of the reshipper cases to ensure smooth folding and sealing of the inner and outer flaps, without the need for a separate flap positioner,” he said.

  “Case sealers are also used on lines that receive their bottles in bulk. In this scenario, a case erector will set up and seal the bottom flaps of corrugated cases. Then, the cases travel to a partition inserter that erects and inserts either a corrugated or chipboard grid into the case. After the bottles are packed, the case goes to a top case sealer that closes and seals the top flaps.  Finally, [the case goes] on to the palletizer.”

  A typical A-B-C winery client runs anywhere from 15 to more than 20 cases per minute. Sinicrope added that while there are trends, the purchase of end-of-line packaging machinery depends upon a robust assessment of a winery client’s need. 

  “A winery transitioning from reshippers to bulk may need a depalletizer, case erector, and partition inserter, and use their existing packer, top case sealer and palletizer. Or, a winery may decide to automate their palletizing, and we supply only a palletizer,” Sinicrope said. “Many companies are evaluating robotic equipment, and we offer robotic packers and palletizers as well. So, I would say, although there are trends, the equipment purchased depends on the application.”

  For small wineries packing fewer than ten cases per minute, the cost to fully mechanize every aspect of end-of-line packaging might be prohibitive. Therefore, many opt to perform end-of-line packing functions manually. However, Sinicrope said that A-B-C offers a semi-automatic palletizer that can improve productivity for small wineries looking to automate this specific element of end-of-line packaging.

  “Fully packed wine cases are heavy, and palletizing can be labor-intensive, even at low speeds. In addition, there is a potential for liability because of the repetitive motion of the task. Our semi-automatic palletizer lets one operator slide cases into the pallet pattern at the conveyor level. Then the layer is lifted and placed into pallet formation. The machine eliminates the repetitive lifting and potential strain of manual palletizing at an economical cost.”

  Sinicrope told The Grapevine Magazine that A-B-C typically works with customers packaging their products in corrugated cases with partitions, and those cases are palletized for shipping and warehousing. The packaging materials used and equipment deployed has proven to be a successful combination for its clients.

  “A corrugated box with partitions is highly effective at protecting products during shipment and final delivery. However, it is important to make sure the packaging equipment performs secure case sealing and that the packed cases are not subjected to enough moisture that could cause corrugated failure.” This, he said, is rare. “Corrugated boxes have been a standard for packaging for many years because they are durable, provide good product protection and superior stacking strength. Today, companies are looking for sustainable packaging solutions, and corrugated boxes are a cost-effective, renewable solution.”

Wine Country Shipping, Inc.

  Wine Country Shipping, Inc., does precisely what its name implies. In business for more than 25 years, the company services approximately 150 wineries, retail outlets and hotels throughout Sonoma County, California. Its sister company, Wine Country Cellars, LLC, provides more than 10,000 square feet of temperature-controlled storage space for winery products. Janice Laskoski is President and Managing Owner of Wine Country Shipping and sole owner of Wine Country Cellars. Using rigid quality control standards in packaging and shipping, Laskoski told The Grapevine Magazine that the priority for both of her companies is to protect what she describes as her winery clients’ “liquid assets.”

  “If time has taught us one thing, it is that every customer wants their wine shipped quickly, safely and easily. That is the premise upon which we have built our reputation,” she said.

  Wine Country Shipping uses cartons, pallets or shrink-wrap pallets for end-of-line packaging materials. Quality control includes careful inspection of all items before, during and after packaging to ensure nothing goes amiss during shipping. Laskoski said that using the right packaging makes a tremendous difference in protecting winery products during both shipping and final delivery.

  “The right packaging is very important. Styrofoam has proven with our partners, UPS and FedEx, to be the most reliable, but pulp is being requested more and more due to the environment,” said Laskoski.

Tetra Pak

  Tetra Pak cartons are the end-of-line packaging choice for wineries doing business with California Natural Products. The company, located in the San Joaquin Valley in northern California, has been in business for 40 years with customers across the U.S. and Canada. The attributes of a Tetra Pak are attractive to many consumers. Among them is sustainability, since the product is made from at least 75% recyclable paper derived from responsibly managed forests. It is portable, flexible and unbreakable packaging, designed with a “grab and go” concept popular with consumers. The Tetra Pak also has the convenience of a resealable cap, giving the option of either consuming now or storing for later use.

  Tom Jansen is Vice President, Business Development for CNP.  He said that using a Tetra Pak format for end-of-line packaging benefits wineries in other tangible ways. “Tetra Pak protects the product by eliminating oxygen entry and light from exposure to the product, which is ideal for wine. Tetra Pak is lighter than glass or cans and allows for more efficient delivery as a result.”

  Tetra Pak is one of three companies under the umbrella of the Tetra Laval Group, a trio of firms headquartered in Switzerland. Tetra Laval Group provides end-of-line packaging equipment for the wine and spirits industries, covering critical needs such as packaging, secondary packaging, conveying and palletizing.

  Bandit Wines is one brand that prefers Tetra Pak cartons because of its own mission to utilize eco-friendly end-of-line packaging. Take, for example, fuel efficiency. The California-based wine producer said its shipping costs are lower before and after filling because of the lightweight and space-saving features of Tetra Pak cartons. Bandit Wines also said that for consumers, not only do they buy a wine product that is convenient and environmentally safe but also packaged in a container that holds 50% more wine than a comparably sized wine bottle.

  Boris Munster, Vice President of Contract Manufacturing, Tetra Pak U.S. and Canada, told The Grapevine Magazine that as a global innovator for end-of-line packaging, Tetra Pak is in a position to help wine producers and their products stand out.

  “Wine is traditionally bottled in glass, but several wine producers have discovered the advantages of using Tetra Pak’s packages,” Munster said. “Carton packages are available in a wide range of sizes and are printable on all sides, opening big opportunities for design and branding.”

  From machinery to shipping to branding and more, there is virtually no end-of-line packaging need that is not essential to getting wine to the marketplace and into consumer’s hands.

The Best Wine Labels Capture Attention and Reflect Brand

war king wines bottle
Photo Credit: Sara Nelson Design (saranelsondesign.com)

By: Gerald Dlubala

A wine bottle is more than just a vessel that gets wine into the hands of consumers. The wine inside that bottle reflects the winemaker, providing a story of their life and their passion. It creates an identity and image for the wine that becomes the brand. Creating a label that is reflective of these components is important for both the winemaker and the consumer. There are many options out there, whether purchasing the labels from a printer, going paperless, printing them in-house or a combination, each with advantages and uses. One thing stays consistent when considering a label—it needs to reflect the brand and image the winemaker believes in while also attracting the shelf-surfing eye of the consumer.

Professionally Printed Designs are Limitless

  “A label designed to grab attention on the shelf is the name of the game, and that’s what we do best,” said Katie Harrington, Marketing Manager of Blue Label Packaging Company in Lancaster, Ohio. “The sky is the limit regarding wine labeling, and that presents an incredible opportunity for wine producers. We know that the labels are what grabs the consumer’s attention and encourages them to pick the bottle up. There are so many ways to do that now, that it’s only up to the imagination as to what comes through our door.”

  “With the flexibility in budgets that we see from wineries, there are endless options, even for small runs,” said Harrington. “Self-adhesive and pressure sensitive labels are the most common in the wine industry, and we can always help the winemaker with sizing needs based on what they want to do, how they want to do it and how they apply the labels.”

  After that, the choices are endless, starting with a choice between standard traditional paper labels through increasingly sturdier estate paper selections. Paper labels are still the most widely used in the industry, and because there are multiple types and combinations of paper to choose from, winemakers have a bit of an advantage when not having to keep their wines refrigerated.

  “Paper textures with a linen or cobblestone feel are examples of great bases for eye-catching designs,” said Harrington. “The interesting thing is we’ve actually found that a label’s texture or combination of textures is at least equally as important as the design itself in establishing brand and product identity.”

  The bevy of options carries on through label design as well.

  “With new clients, we’re here to listen and then show you the possibilities regarding textures, color choices, design types and enhancements like die cuts, embossing, foil stamping, double-sided printing or a combination of any of these and more,” Harrington said. “It really is exciting as to what can be done, and then there are options for almost every step along the way as well. If you are interested in foil stamping but your budget doesn’t allow it, we can actually simulate that sheen and label pop by doing things a little different with a combination of color blocking and our translucent inks. Some winemakers choose to be unique with variable imaging, where every single label is different but themed or connected in some way. For example, we’ve had labels printed with each label featuring different sections of a map or different pictures that are all related and connect with their brand or image. And we’ve all seen the labels with printed codes so that the consumer can scan them and get information on the wine, winery, winemaker or whatever message the winemaker wants to pass along. Codes can also be added for tracking or origination purposes if needed. And if desired, finished labels can be coated with a UV varnish to protect the label from damage during shipping or to add texturized appearance like a gloss, satin or matte finish.”

  Harrington told The Grapevine Magazine that Blue Label Packaging uses HP Indigo printers and can attain the entire color spectrum using their four or seven color units, making color choices endless. Unlike many label designers and printers, Blue Label does everything in-house. There is no outsourcing because of labor-intensive or highly technical functions that need to be incorporated.  

  “Label designs have become a very important marketing tool for winemakers, and the trends have shown some interesting choices and patterns,” said Harrington. “There is a prevalence in adventuresome packaging, with winemakers choosing to either go very minimalistic—using just one base color or a foil to distinguish their brand and leave the wine to provide the experience—or to go all out with the most ornate and design loaded label possible. They’ll use several passes on the same label for layering, coming up with scenes using foil, embossing, special die-cut layers or a combination of options. The labeled bottles are almost too much like art to discard after emptying.”

  Harrington also said that recently, some wineries have begun to embrace labeling practices seen mostly in the brewing industry.

  “One other thing that is just starting is the increased use of the shrink sleeves that are popular in the beer industry. They have their own tamper seal and provide 360-degree coverage, which in the label aspect means 360-degree label printing and decorating availability. Right now, we see it mostly in the small travel packs or four-pack small bottles, but it’s another option.”

Screen Printed Wine Labels Offer Simplicity but take Planning

  Screen-printed labels are a natural transition from paper labels, allowing wineries to get rid of the need to purchase, set up, operate and maintain a labeling machine. Screen printing generally delivers a freshened-up look from original paper label artwork, transposed onto the wine bottle surface. After the bottles are loaded up with ink, they travel through a lehr-type oven, meaning a long kiln with an end-to-end temperature gradient, common in glassmaking production. As the bottle moves along the kiln’s path, the screen-printed label gradually cools, making it durable with no print or color errors or runs.

  The advantage of using screen printed labels is the potential for simplification and added durability. The wine bottle can be used as the background color rather than starting with a colored paper background. Although screen printing can generally handle up to 10 colors, including pricier precious inks like gold and silver, the average winery uses only two or three, and rarely more than six. Screen printed labels are less likely to be damaged by scuffing or rubbing during transportation and distribution, and refrigeration, humidity or moisture are not as much of a concern as they are with paper labels. Once bottling is underway, the setup and management of the filling process are streamlined by one step since there’s no need to apply labels.

  The disadvantage to screen printing is that it takes additional upfront planning and reliable logistical scheduling to make sure that enough bottles are printed and on location for bottling. Depending on the printer company and the number of bottles to be screen printed, the turnaround date on having bottles shipped out, printed and returned can range from one to three weeks.

Etching Provides Distinction & Elegance

  Bottle etching is a process that delivers a distinctive version of a label or brand image by carving into the bottle’s surface. It can be done on filled bottles because it is a cold process, blasting a very fine silicate, like aluminum oxide, through a series of nozzles to permanently, but gently, engrave the label onto the bottle. Once the label is etched onto the glass surface, paint can be applied to complete a true work-of-art label. The number of passes and color changes the bottle goes through is determined by the complexity of the image.

  Because etching is a labor-intensive and pricey option, it’s generally reserved for special occasions wines. Etched label bottles are great for fundraisers, gifts, wine club memberships, special releases or for display in tasting rooms. They can also be made to commemorate personal milestones like anniversaries, birthdays or wedding party gifts, or winery production milestones like bottles or barrels produced. Etched bottles are kept for their artwork as keepsakes, and, when coupled with matching etched glasses, can make an ordinary occasion elegant and memorable.

Self-Printed Labels for Flexibility and Convenience

  Printing labels in-house offers the ultimate in flexibility and is a quality option for wineries that have multiple small runs with different products or like to change their label design or type frequently. Smaller run wine producers that prefer an on-demand, do-it-yourself approach to creating labels can do that with the right equipment. Companies like Primera Technology, a leading manufacturer of specialty printers, offer equipment that specifically caters to wineries that want or need to print their labels in-house. The printers are operated and controlled from a PC or laptop and are compatible with both Windows and Mac environments.

  Machine costs run the spectrum based on what the winery wants to do and how fast it needs it done but generally start around $1,000. Production from a cartridge of color ink will always depend on the coverage needed for the label. So, as with a budget for a professionally printed label, it’s wise to consider the color choices and design complexity. Circular and nonstandard labels are accommodated by readjusting the print settings. 

  Printing labels in-house is an advantage for wineries that need label changes quickly or frequently produce specially bottled wines for private or public functions, seasonal specials, corporate gifts or any event requesting specialized labeling.

Southbrook Vineyards: Living a Sustainable Mantra

winery with barrels in the background

By: Alyssa Andres

Many wineries are starting to move toward more sustainable practices, not only because it’s ethical but also because it results in a superior product. The term sustainable could include the transition to organic winemaking and vineyard operations, the use of less water and energy, or the utilization of recycled materials in production. Southbrook Vineyards in Canada’s Niagara Peninsula has taken the concept of “sustainable” and designed their entire operation around it. From the vineyard to the winemaking to the design of their tasting room, Southbrook has made it their mission from day one to have as little impact on the surrounding environment as possible. They’ve even coined themselves Canada’s most thoughtful winery.

  Southbrook has pursued the goal of sustainability from the start. Owner, entrepreneur and wine connoisseur, Bill Redelmeier, always believed in the idea of a sustainable winery. Since establishing Southbrook in 2005, he set out to make it as low impact as possible. Redelmeier’s goal was to provide an example of what was possible in Ontario and back it up with certification. Starting as a 75-acre plot in Niagara-on-the-Lake, by 2008, Redelmeier had expanded his vineyard property to 150-acres. By 2010, Southbrook Vineyards became the first winery in Canada to be completely certified organic, biodynamic and sustainable in both its vineyard and winemaking practices. 

  Being organic and biodynamic, the winery does not use any synthetic pesticides, chemical fertilizer, bioengineering or genetically modified organisms. Instead, they use an all-natural approach in the vineyard, emphasizing the relationship between the plants, soil and wildlife, and treating them as a single living entity. This low impact method of viticulture focuses on nourishing the soil and the surrounding environment.

For soil fertility, the winery relies on sheep fed with organically grown hay. They do not rely on irrigation at all. They use specially prepared composts, incorporate their own blend of herbal teas into the soil, and align their farming activities with lunar energy in an attempt to interfere with the natural environment as little as possible.

In 2008, the 75-acres of Southbrook Vineyards became certified by Demeter, the international body that oversees biodynamic agriculture, joining the elite ranks of other prestigious Demeter certified wineries, including Benziger Family Wineries in California and Domaine Zind-Humbrecht in Alsace. The winery believes the result of these biodynamic practices is beautiful, vibrant wine that is a true expression of its terroir.

  Not only is Southbrook biodynamic and organic, their tasting room and winemaking facility are also designed to be as green as possible. Southbrook is certified sustainable “from soil to shelf” by Sustainable Winemaking Ontario, an organization that inspects every aspect of a winery’s operation from viticulture and water management to energy use. The facility is the first winery in the world to achieve a LEED (Leadership in Energy and Environmental Design) Gold Award for its design.

  It’s no wonder they were awarded this designation; Southbrook’s entire operation was designed with these standards in mind. The process started with sourcing as many materials as possible from local businesses and using as many recycled materials as possible in the design. The building is made from 15% recycled materials, with 20% of the construction material manufactured within 800 km of the site. The winery used all of the excavated soil during its build elsewhere on the vineyard. They even enacted an extensive program during construction to separate waste materials from construction waste, maximizing recycling and minimizing trips to the landfill.

  The building itself was built to be as efficient as possible. Designed by renowned architect Jack Diamond of Diamond and Schmitt Architects, the building utilizes features like large insulated glass windows to trap warm air and provide excellent natural light, reducing the need for artificial lighting. The winery staff enjoys 95% natural light in their work areas as a result of these windows, shaded from the sun by a large overhang to minimize heat. The outdoor lights of the building shine downward to reduce light pollution and avoid the risk of affecting migratory patterns of birds in the area.  The reflective roof reduces heat radiation into and off the building, which, in turn, reduces dependency on electricity and minimize the impact on the environment.

  The winery also does not operate on the town’s sewage line. They treat wastewater onsite through a wetland filtration system and then disperse this purified water back into the ecosystem. They utilize low flow fixtures inside and outside of the facilities, and they added a bioswale, which uses native wetland plants to break down pollution in the rainwater that drains from the parking lot and driveway. By the time the water flows back into the town’s municipal system, it is entirely potable.

  Outside its property, Southbrook maintains 15-acres of untouched forestland surrounding the vineyard specifically for wildlife and uses “natural buffer zones” within the winery property to ensure that the local flora and fauna still have a space to thrive. The winery is certified bee-friendly and hosts beehives onsite to encourage the pollination of local orchards as well as the production of honey, which the winery sells on their website. They have planted native wildflowers on the property to encourage bees, butterflies and other crucial pollinators to visit. They have even made homes on the property for birds and small flying mammals, such as bats, to take up residence and naturally control pest problems in the vineyards.

  It doesn’t stop there. Southbrook applies the same principles to their production line, utilizing lightweight bottles made in Ontario from 85% recycled materials. The process costs a premium compared to going with a large scale international supplier. Still, Redelmeier believes, in order to live his sustainability mantra, he has to put his money where his mouth is and make decisions for the better of the planet and not his pocketbook.

  Even after becoming certified sustainable, achieving LEED Gold status and gaining an international reputation for its biodynamic practices, Redelmeier continues his mission to improve his winery’s impact on its surroundings.

In 2017, Redelmeier teamed with an Ontario-based engineering firm and Niagara-on-the-Lake Hydro to figure out how to further drive down Southbrook’s overall energy consumption. He decided to install 432 solar panels on the winery property, and, as a result of this effort, has cut down the winery’s electrical use by 80% since opening. The winery uses the energy it needs from these solar panels and redistributes what it doesn’t use back into the grid in exchange for a credit that it can redeem in the colder winter months. It is Ontario’s first winery net metering project, and Redelmeier predicts the project will pay for itself by 2024, further proving what is possible for businesses in Ontario.

  Taking this notion one step further, Redelmeier has created his own registered Natural Health Product using the leftover organic red grape skins the winery would otherwise discard. The product, called Bioflavia because it is rich in bioflavonoids, is high in antioxidants and can be added to smoothies, yogurts and cereals. It is available for sale on the winery’s website along with their line of mustards, jellies and sparkling apple juice. The winery also partners with local Linc Farm to offer grass-fed lamb and beef, forest raised pork and free-range eggs to the public. They continue to form partnerships with like-minded local businesses, encouraging their community to grow in the right direction. 

  Redelmeier believes we all have a responsibility as individuals, consumers and business owners when we make decisions, and we should choose companies and products that align with our overall values. When we support these businesses, we make a statement and set an example for others. It is our responsibility to choose companies that have ethical values in order to help our environment and preserve it for future generations. Redelmeier has gone to every extent to keep this in mind and make impactful decisions while building Southbrook Vineyards. The result has been positive. Southbrook won the InterVin International Wine Awards “Winery of the Year” in 2012, and since then has continued to wow crowds with everything from their Bourdeaux-style blends to their wild fermented ciders and Chardonnays. The company continues to expand its portfolio, winning more awards and accolades each year for creating an outstanding product.

  Southbrook is an incredible example of what is possible in sustainability within the wine industry. They have taken no shortcut along the way to creating an entirely low-impact business model and have stood by their sustainable mantra from vineyard to barrel to bottle. By partnering with like-minded local businesses, they support, benefit and encourage positive growth within their community. They even encourage local wildlife to flourish within their property. Redelmeier continues to search for new, innovative ways to reduce his impact on the environment and lead the way in the world of sustainable business models. That is why Southbrook really is Canada’s most thoughtful winery.

Pricing Strategies to Maximize Profit in the B.C. Wine Market

pricing strategy

By: Briana Tomkinson

Mass-market Canadian wine producers like Arterra and Constellation Brands have something most family-run boutique wineries don’t: teams who use insights from sales data to optimize their pricing strategies.

  Smaller wineries who don’t have the expertise, staff or time to do this tend to price based on intuition. According to British Columbia wine pricing consultant Lindsay Kaisaris, many bou-tique wineries are unknowingly leaving a lot of money on the table.

  “The hardest thing to do when you make something with your hands is to price accordingly,” Kaisaris said.

A few cents can make all the difference

  When the wine is flying off the shelf, it’s a good sign people love your wine. Yet selling out too fast can actually be bad for your brand. Smaller wineries in this situation can increase prices by a few dollars to strategically slow sales velocity, Kaisaris said, and sell out at the appropriate time—just before the next year’s release.

  On the other hand, when a wine isn’t selling well, many smaller wineries will offer a discount of a few dollars to try and clear out inventory. In some cases, adjusting the wholesale price by just a few cents can make a drastic difference in how well a wine sells.

  In British Columbia, most wine retailers like to work on a 30% margin. A wine that wholesales at $15, for example, would retail around $20—a “dead” price for a bottle of wine. Most con-sumers are either looking to buy a wine for less than $20, or looking to spend a few bucks more. Even though it is only a penny less, wine sales trends show that the majority of consum-ers prefer to buy a $19.99 bottle of wine or a $21.99 bottle of wine.

  “No one wants to buy a $20 wine,” Kaisaris said. “A couple of dollars makes a big difference on the shelf.”

  By reducing the wholesale price from $15 to $14.39, Kaisaris said, it gives the retailer more room to set the price at $18.99, which would make the wine stand out next to the $19.99 bot-tles on the shelf.

  Lowering the wholesale price by a few cents isn’t the only way to put your wine into a more favorable price category on the shelf. In one case, after analyzing sales numbers and the com-petition on the shelf, Kaisaris advised a client to increase the price instead. Sales of the wine had been stagnant at $44.99, but when the retail price increased to $49.99, the wine sold out.

  Kaisaris recommends doing a careful competitive audit of the other wines in your category, and price strategically so that your wine isn’t crowded out by too many similar ones at the same price.

Vary the Price of Your Wines

  Another common mistake smaller wineries make is to price all their wines close to the same value, Kaisaris said.

  If your winery has five or 10 different wines, try marketing at least one at a lower “entry-level” price point, and one at a more premium price. That allows customers to compare prices and select a wine that feels more or less expensive.

  If a winery has seven labels all priced between $20 to $28, the price point can alienate a new customer who is looking for something more economical, and yet won’t be expensive enough to attract a customer aiming for a “special” bottle. Kaisaris recommended decreasing the price of the cheapest bottle so it retails just under $20, and increasing the cost of the most expen-sive bottle to ensure there is at least one premium label above $30.

  Another pricing trick wineries can use to increase sales is to bundle wines, rather than discount them. For example, three $25 wines could be sold as a package for $65 instead of $75.

  “You’ve discounted, but it’s not quite as evident. You might have hit a price that is more com-petitive, but you haven’t shown everyone that you’ve taken $5 off the bottle, so you can con-tinue to offer in singles at the higher price,” said Kaisaris. 

Carefully Monitor Sales Volume in Different Channels

  It’s common in British Columbia that restaurant sales of white wine spike in summer and drop off towards the fall as the weather cools. At that point, it makes more sense for wineries to shift their sales efforts for white wine to retail stores. 

  “If you can do that in mid-September instead of waiting until November, you can beat your competition, who’s trying to do the same thing, without having to discount the price,” Kaisaris said. “Stop selling to restaurants then, and let them know your product will no longer be avail-able after that date. Then you can load it into stores for the Christmas season.”

  The biggest season for wine sales is fall, during October, November and December. That’s when savvy wineries try to get a lot of product in stores and offer incentives to sweeten the deal for restaurants to push wine for Christmas parties and New Year’s Eve bashes. Yet often, the big guys get there before the smaller wineries have a chance to start.

  “The small guys have already lost sales velocity in restaurants and then failed to capture the extra sales in retail over that two-month holiday period,” said Kaisaris. 

  Since the British Columbia Liquor Distribution Board establishes retail prices based on a fairly consistent markup, some boutique local and international wineries have made the strategic decision not to sell through provincially owned liquor stores. This allows wineries to set a price that is more profitable for restaurants and privately owned liquor stores and creates an incen-tive to feature that wine over others with slimmer profit margins. 

  Some larger wineries do both. Oliver-based Tinhorn Creek, for example, is a well-known label at provincially run liquor stores, but also offers some premium varieties at higher price points that are exclusively available at private retailers.

  “These are not things small wineries do, which puts them at a disadvantage,” Kaisaris said.

Tips for Pricing Wine in British Columbia

  According to Big Sage Strategies wine pricing consultant Lindsay Kaisaris, some wine price categories offer more opportunities than others.

  Wine priced in the $20 range sells better than wine priced above $30. If you can, set the wholesale price to make it possible for your $30 wine to be priced at $29.99 or less in-store.

  The mid-40s price point is a dead zone: “$44.99 is neither premium nor mid-range,” Kaisaris said. “At $49.99, it’s benchmarked against flagship wines and seen as a premium bottle.” Wines at this price point might even be placed in a different section of some stores, alongside premium brands.”

  If you’re selling a premium product, price it boldly. If your customer is likely to be shopping for an expensive bottle to give as a gift with a $100 budget in mind, they may actually be more likely to spend $89.99 than $74. “Price elasticity gets wider the higher up you go,” she said.

Carter Creek Winery & Spa Plants Wonderful Nurseries First PD Resistant Vines!

PR For Release: 6/1/20

Jim and Dawn Carter
Jim and Dawn Carter

In helping to lead the defense against PD, Carter Creek Winery Resort & Spa, located in Johnson City in the heart of the Texas Hill Country, has just planted more than seven acres of Pierce’s Disease (PD) resistant vines from Wonderful Nurseries. After several years of preparing and working with UC Davis to obtain licensing to sell the vines, Wonderful Nurseries delivered the first batch this spring and will continue to grow these PD resistant vines and supply them to growers throughout the United States.

Caused by the bacterium Xylella Fastidiosa, PD has become a common scourge for grapevines and the grape growing industry at large. Carter Creek winemaker Jon McPherson noted that, as one of the country’s first vineyards to plant the PD resistant vines, a new day may be dawning for growers everywhere in large part due to this transformational breeding project spearheaded by Andy Walker, Ph.D., Genetics, University of California at Davis. “With these new vines, our Texas estate vineyards will now be 100 percent Pierce Disease-resistant,” said McPherson.

CCW_PD Resistant Vines
CCW_PD Resistant Vines

Wonderful Nurseries, growing one success after another, is proud to play a part in this game-changing industry innovation. These newly planted vines; the Walker Clones of Paseante Noir and Errante Noir are both red grape varieties with ample balance. Offered too are Camminare Noir (red) and two white varieties, Ambulo Blanc and Caminante Blanc.

Carter Creek Winery Resort & Spa is a new winery resort in the rolling hills of the Texas Wine Country with tasting rooms, an onsite microbrewery, outdoor event center and 78 guest villas, owned by Carter Hospitality Group, LLC. This is the same team that owns and manages award-winning South Coast Winery Resort & Spa, in Temecula, as well as many other wine and hospitality establishments.

It’s always “Growers First” at Wonderful Nurseries, whether it’s PD-resistant grapevines or any number of industry innovations. For more information call Wonderful Nurseries at (661) 758-4777 or visit their website at WonderfulNurseries.com.

GRAPEVINE DISEASE TESTING: A Guideline of Laboratory Methods

scientist inspecting wine
OLYMPUS DIGITAL CAMERA

By: Judit Monis, Ph.D.

You probably know that I worked and developed several grapevine disease detection labs in the past.  Now I am on the other side and am able to choose the lab that is able to fir with the needs of the specific project I am working on and evaluate their practices.

  Presently there are many laboratories that provide testing services dedicated to the detection and diagnosis of plant pathogens.  It can be confusing to the grower, vineyard manager or nursery staff to decide which laboratory to choose.  My recommendation is to work with a plant pathologist who can provide guidelines towards the best option.  At the time, there is no accreditation for grapevine diagnostic laboratories in USA.  Therefore, each laboratory is free to develop their own testing and sampling methodologies.  

  This article will describe the different methods used for grapevine pathogen diagnostics and discuss the advantages and pitfalls of each of them.  Ultimately, I will attempt to convince the reader that the standardization of the diagnostic methods used for the detection as well accreditation of testing laboratories should be adopted by the grapevine industry

Different Testing Scenarios

  In an ideal world, the nursery or grower is interested in learning that their propagation and planting material is free of important pathogens.  But unfortunately, many times, the grower may suspect disease in the vineyard due to specific symptoms.  A knowledgeable plant pathologist will be able to help on statistical sampling as well as what type of laboratory is best suited for each case.  Regardless of the purpose for testing, below I will describe the most common methods available for the detection of important bacterial, fungal, and viral infecting pathogens.

Microbiological Culture

  Fungal and bacterial pathogens can be cultured and isolated in specialized media.  However, microorganisms may compete among each other.  Generally, the microbe(s) with the most competitive growth capacity will overshadow slow microbes that grow slower, making the diagnosis difficult or even sometimes impossible.  In some cases, the diagnosis will be biased and a laboratory may not be able to report the disease causal agent unless sophisticated molecular methods are used (see NGS/HTS section).  However, in the case of the diagnosis of a declining vine in the vineyard or nursery, the identification of the fungal family (i.e., Diatripaceae species are associated with cankers) or bacterial genus (Agrobacterium species causes crown gall) may be sufficient to decipher the cause of the problem.  Phytoplasmas (a special type of bacteria that lack cell walls) and viruses cannot be cultured and their identification must be carried out using molecular and serological methods.

ELISA, PCR, and RT-PCR

  ELISA is the abbreviation for “enzyme-linked immuno-sorbent assay, and consists of sticking the virus coat protein on a plastic test plate that was coated with specific antibodies.  The detection can be seen when there is a change of color in the wells of the test plate (colorimetric enzymatic reaction). ELISA detection is limited to the amount of virus present in the sample. PCR, is the abbreviation for polymerase chain reaction.  The technique allows the multiplication of viral nucleic acid from the initial titer (concentration) of pathogen present in the vine. The process is specific, and utilizes copies of small portions of the pathogen’s genome to start the copying process. The amplification is repeated many times, with each copy making more copies, so after the completion of an appropriate number of PCR cycles, more than a billion copies of the nucleic acid is produced. For RNA viruses the detection is done using RT-PCR (RT = a copy of the viral RNA via reverse transcription) before PCR can start.  PCR and RT-PCR are sensitive techniques used for the detection of grapevine pathogens.

  The sensitivity and specificity of the detection of pathogens can be influenced by the season as well as the part of the vine from which samples are collected. While ELISA is generally thought to be less sensitive than RT-PCR, the ELISA has a broader spectrum of detection but is available only for grapevine viruses and can detect a range of virus variants. On the other hand, PCR can be too specific, and miss the detection of isolates of the same virus even when slightly different. Using both ELISA and RT-PCR consecutively is recommended to reliably detect grapevine leafroll viruses, as each method is designed to detect different portions of a virus.

Single Use Strips for “in house” Detection

  A molecular single use strip test has been developed for the detection of Grapevine red botch virus (GRBV) that can be used for in-field testing.  Although, this test is marketed for use in the field, for reliable results, the assays should be conducted by experienced technicians in a clean laboratory.  If a lay person were to attempt to run the assay, they the instructions must be carefully followed, as the steps are complicated and require measuring small quantities of material (microliters of components).   In my opinion, it is worthwhile to have an experienced laboratory run these tests.  It is expected that laboratory personnel are trained to keep the sample and other materials free of contamination.  In the past, a kit was available for the “in house” detection of Grapevine leafroll associated -3 (GLRaV-3).  However, many different leafroll viruses can cause leafroll disease and obtaining a negative result for GLRaV-3 would have given the false impression that the vineyard block or sample in question was not infected.

Next Generation or High Throughput Sequencing

  The next generation sequencing (NGS) also known as high throughput sequencing (HTS) is a powerful method that allows the laboratory to detect any organism present in a sample.

  When NGS or HTS is applied, the complete sequence of the genetic material or microbiome present in the tested plant material or soil can be obtained.  Generally, during the sample preparation, the pathogens specific sequences are enriched to increase the sensitivity of the assay (for example the lab may just amplify fungal sequences).  The data obtained is analyzed with sophisticated software that is able to list the bacteria, fungi, virus, or other organisms (beneficial or pathogenic) present in the sample.  The method can provide relative quantitative data, generally expressed in percentages, of each organism found.   The NGS has been widely used in research and has allowed the discovery and characterization of important viruses such as Grapevine red blotch associated virus. Presently, this technique is being applied for the commercial testing of plant and soil samples to detect bacterial and fungal microorganisms.  A plant pathologist with expertise in bacterial, fungal, and viral taxonomy is able to associate the presence of the microorganisms found with disease symptoms (or potential disease development).

Need for Accreditation of Laboratories

  As mentioned earlier, at the moment, there is no accreditation system for laboratories performing grapevine diagnostic testing.  The closer we have gotten to these efforts is a ring test run by the Lodi Wine Grape Commission.  A ring test consists in providing laboratories with “blind” samples of known infection status to determine if the laboratory’s in-house procedures are able to detect the correct infection status in each sample. In the past, while affiliated to various laboratories I was a participant of such ring tests.

  In the fall of 2018, the Lodi Wine Commission ran a ring test to evaluate the different labs that offer testing for the diagnostics of grapevine viruses.   The laboratories received a large number of homogenized samples that were infected with various grapevine viruses.  The results of each laboratory were shared privately with the participant laboratories.  To the best of my knowledge no accreditation was granted.  While it is a great first step to carry out a ring test with the laboratories, future tests could be improved by providing the laboratory with portions of grapevines rather than a homogenized powder.  While it is understanding that homogenized samples may avoid the possibility of uneven distribution of viruses in the grapevine material, the capacity of the laboratory to process whole samples is important.  The integrity of the samples would determine if the laboratory is proficient on processing each sample without cross contamination or degrading the potential viruses present.

Conclusions

  The standardization of the diagnostic methods for the detection of grapevine pathogens should be a goal for the viticulture industry in the near future.  The accreditation of laboratories is of upmost importance for evaluating the reliability of testing labs.  Standardization of sampling and testing is common in other fields of food and plant pathogens.  It is puzzling that the grapevine industry has not adopted a system given the importance of this perennial crop.  My philosophy is that a vineyard must be planted with the healthiest available material as vineyards must live a long healthy life.  If a vineyard is planted with diseased material, the life expectancy is reduced (not to mention the possibility of perpetration and spread of pathogens in the vineyard and neighboring vineyards) 

  It is encouraging to know that new and more sensitive pathogen detection methods are being developed and applied for the diagnostic of grapevine pathogens.   The next generation sequencing or HTS is becoming more affordable and available for the detection at the species level of microorganisms in plants and soil.  It is expected that in the near future, these methods will be applied on new planting material and help develop healthy vineyards.

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

Pre-Harvest Planning

Machines for grape destemmer and crushing for wine production on the plant Kindzmarauli Corporation

By: Tom Payette, Winemaking Consultant

Preparing for harvest is critical and happens during all the larger part of a year.  Let’s start thinking about harvest now.  It’s not a one-day process just before the first load of fruit arrives on the crush pad.  We will go over the planning process of how to be most prepared and confident when the fruit of the harvest starts to arrive.  Part of the plan may include taking a vacation so read on!

  Obtain a calendar:  This will be the most useful tool for your planning from bottling, to fixing equipment and ordering yeast/chemicals etc.  I prefer a large erasable calendar so one can plan out 4 to 6 months at a minimum.  Have cellar workers use this for their projected time off also.  It is a great communication resource for everyone!

  Note taking during harvest:  This is the first step and the key step for subsequent success in future harvest(s) to come.  Make notes of any production pitfalls, machinery issues, fruit handling upgrade wishes, squealing bearings, worn belts etc.  Keep visiting this list and make sure to plug budgetary items in at the appropriate time.

  When do you start?  Start preparing for the harvest planning exercise by optimistically looking at the vineyard and expected fruit or juices for the harvest seven or eight months in advance.  Plan, order and negotiate any cooperage or tanks space adjustments early on to fit upcoming predicted production.

  Plan tank capacity:  With initial vineyard tonnage projections in hand start to forecast empty tank capacity and cooperage.  Plug into this projection tanks you expect to have bottled by harvest.  Is there enough predicted empty tank capacity available to allow all the fruit projected to fit into the cellar?  Is there an overrun plan?  Would large tanker trailers be available if needed for excesses?  Think through as many options as possible.  If you calculate you need more volume capacity– get that on order.

  Place orders for tanks and cooperage:  Take time near January of each year to place orders for stainless steel tanks and barrels.  In many cases for stainless steel you can order custom made tanks for the same price as stock.  This way – you get exactly the features you want in your tank and you can specify quality.  Treat cooperage the same way.  Talk to your barrel supplier(s) and express an (“optimistic”) order should agricultural expectations go as planned.  Most barrel suppliers will work with you to be flexible (within reason) to help you plan your tank capacity and this helps them plan their production work load. 

  Make a bottling schedule:  Make sure to plan exactly what you need to bottle to integrate properly with the sales goals and to empty the amount of tank space needed.  This will need to be coordinated with the warehouse personnel and taking into consideration warehouse space.  Stick with the bottling schedule since it is integral to your projected bulk wine volume tank space requirements needs.  Speak with sales to understand their expected sales rates and understand if any varietals will be placed on “special” accelerating predicted sales rates.

  Visit the machinery in the winter months:  Start reviewing worn out belts, replace and repack bearings that are showing wear.  Motors; bearings; chains etc.  Order spare parts of anything that seems worn or in need of repair soon.  Create a plan.  Upgrade the machinery and adapt to making the crush process easier.  Look at pomace removal systems and explore options.  Do these repairs and reviews while you have the time to take action.  (The same theory applies during harvest – work on your bottling line!)

  Review the cellar journal/log:  Looking at entries in the cellar log will often jar the memories of items that needed refinement of the harvest prior.  This will help in the planning process of what may need attention for next harvest also.

  In the Spring:  Start to count picking lugs, bins, shears and gondolas.  Review vineyard data projections for tonnage and get a grasp on how that tonnage will be transported to the winery.  Inspect wagons, tires and gondolas.  This review in the spring will allow enough time to make adjustments and to plan for these upcoming events.  Make plans for harvest help and contact any interns you plan to have in place

  Early Summer:  Have a refined crop estimate submitted by each grower.  With more solid fruit estimates in hand refine your tank and vessel needs for the winery.  Start thinking about yeast and stylistic production goals.  How will these be achieved?  Start taking further action to fix and refine the machinery for the crush pad.  This is a time of year better suited for this work outdoors and allows for errors to be fixed with ample time.

  Mid-Summer:  Have a review done of your chilling system.  Is it operating properly?  Will there be enough cooling tonnage for the increased capacity?  Do you care to relocate any tanks?  Will refrigeration/glycol lines need to cut for adding additional tanks?  Will this impact your bottling schedule?

  Two months before harvest:  Place an order for yeast, enzymes, nutrients, ML cultures, tank cleaning chemicals, citric acid, soda ash, etc.  Have comfortable shipping dates discussed with your supplier to avoid rush fees.  (Keep in mind some companies offer free shipping in July)

•    Start to address clutter in the winery and on the crush pad.  Contact the appropriate people to solve any situations that exist.  Having the proper elbow room at the start of crush is crucial for mobility during crush.

•    Fix and / or replace any leaky transfer hoses.  Order needed gaskets; clamps etc to make sure the hoses can be repaired and assembled without leakage.

•    Clean all your hoses a few times before harvest.

•    Order all fresh lab chemicals to get you through the entire crush season.  Date them as they arrive.  Clean house:  Out with old… in with new.

•    Develop and refine any written protocols (Lees filter press operation, tank cleaning, press cleaning, crusher cleaning etc) for upcoming harvest helpers or interns.  If interns will be from another country try to have your protocols translated or have interns do this at the end of one of their previous seasons.

•    Physically rehearse step by step the harvest crush pad process on the crush pad.  Have everyone understand the grape/must/product flow that will be anticipated for each style of wine.

•    Discuss possible two shift scenarios if you envision this may be something you are considering.  Most people are receptive to this option if they can mentally prepare.  Less success is achieved if the idea is new and forced.

  Start a list of odd jobs:  I have often found this to be very helpful when fruit is delayed arriving at the crush pad and harvest helpers are apt to stand and wait.  Painting the outside fence, sprucing up the winery entrance or repairing picnic tables for common area can be some examples.  Landscaping.  All wineries have project lists that are usually very long and this can help cross those off the list.   This is a great point score with owners and keeps employees busy.

  Once all the bottling is finished and some breathing room potentially exists start to work on and repair the bottling line during harvest.

  Take a vacation:   Once you have successfully completed the bottling and all your harvest chemicals are either in house or confirmed on their way…. take a vacation and make sure your other staff take a vacation.  This is the dangling carrot that keeps us all challenged and ultimately relaxed going into a harvest.

  Low stress:  Start your harvest in a low stress relaxed environment while taking notes on future needs and improvements so each year will become smoother and smoother.  Your low stress start will allow you to handle the complexities of harvest with confidence, courage and excellent judgment.  Your winemaking will shine as a result of your planning. 

  In short:  Start taking notes this upcoming harvest and plan your machinery maintenance very early.  Use a calendar to help keep this project moving along, bottle up all the wine projected and be ready for the expected tonnage to arrive and perhaps…a few extras. 

Pruning Tips and Tricks to Ensure Successful Growth

vineyard staff pruning crops

By: Tracey L. Kelley

  Spring pruning is one of the most vital applications vineyard managers can control, so it’s always beneficial to cross-check your processes with an expert or two. Depending on the air temperatures in your region, you might be edging into budburst (also referred to as budbreak) right now, and believe most of your pruning is complete.

However, according to Fritz Westover, owner of Westover Vineyard Advising and Virtual Viticulture Academy in Texas, there are always reasons to examine the results of pruning not only at the start of the season but also throughout, to understand what worked and what should be remedied. Watch helpful instructional pruning videos from Fritz Westover.

  “I do a lot of post-pruning site visits with growers, and it’s always informative to learn what you did wrong after you did it!” Westover joked. “The number one mistake I correct is the retention of small wood, followed by the retention of too many buds per vine. Both can result in an inefficient canopy, poor fruit quality and overall less balanced vines. The good news is that it’s easier to take buds off than to put them back on.”

Spur and Cane Pruning: Reasons for Each

  “Ideally, the decision to spur or cane prune should be made before designing and planting a vineyard,” Westover said. “However, most varieties can adapt to either a cane- or spur-pruned system. Also, I’ve found both vertical shoot positions or high-fruiting wire training systems can adapt to spur or cane pruning.”

  “A lot of our decisions regarding spur vs. cane pruning is based upon varietal,” Kim Myers told The Grapevine Magazine. Myers , co-owner, Laurel Gray Vineyards and Yadkin Valley Wine Company, along with her husband, Ben, co-stewards land in North Carolina that’s been in the family for 10 generations. Their 10.5-acre vineyard, Laurel Gray, features estate French vinifera vines such as Chardonnay, Viognier, Pinot Gris, Merlot, Cabernet Sauvignon, Cabernet Franc and Petit Verdot. Their winery, Yadkin Valley Wine Company, produces award-winning selections, including a signature Bourdeaux blend, Scarlet Mountain; Estate Barrel Fermented Chardonnay; and Estate Cabernet Sauvignon, Merlot and Viognier.

  “Spur pruning is used for varieties that show high fruitfulness on basal buds. For example, Cabernet Sauvignon works very well on spur pruning—until it’s time to renew the cordons. When renewing, we cane prune in order to establish a new healthy cordon,” she said. “Viognier produced best when cane-pruned because this technique allows more light on to the cordon and into the canopy.”

  “Generally, spur pruning, once established, is less labor-intensive. It’s easy to do and easy to teach, especially for vines that are trained on fences or trellises,” Myers added.

  Westover provided further recommendations. “In general, sites that require in-row vine spacing wider than four feet are better adapted to a cordon/spur-pruning system to best utilize the space in the fruiting zone, as laying canes longer than 18-24 inches can result in poor shoot size uniformity in many varieties,” he said.

  “Cane pruning, on the other hand, results in a vine that has a lower number of pruning wounds than a vine that is spur-pruned. Therefore, there might be less opportunity for certain fungal diseases that infect pruning wounds and cause grapevine trunk diseases,” he said. “Additionally, there’s less old wood on a cane-pruned vine and less potential area for disease spores to overwinter, such as phomopsis or other GTD-associated pathogens. Some varieties are also known to be more fruitful when cane-pruned, such as Nebbiolo or Malvasia Bianca.”

  “Cane pruning requires a high level of expertise, is more expensive and takes more time,” Myers added. “You have to make very educated choices about each and every vine. However, cane pruning has many advantages: frost protection, even production and even spacing of growing shoots in the spring.”

  Similar to what Myers does at Laurel Gray, Westover incorporates both methods for individual vines on some of his clients’ properties. “This isn’t typical, but can help increase the yield on vines that have high vigor but low yields due to small cluster size or shading of lower bud position of the spurs,” he said. “Careful consideration should be made as to where to use this practice, as the extra buds can cause crowding in the canopy, which can increase disease pressure in wet, humid climates.”

  Another mitigating factor for following a pruning method is the rumbling advance of mechanized or “no-touch” vineyard operations. The University of California Agriculture and Natural Resources Department released data in 2019 from a 53-acre Merlot research vineyard in the San Joaquin Valley—where more than half of all California grapes are grown— that indicated mechanical pruning “reduced labor costs by 90%, resulted in increased grape yields and had no impact on the grape berry’s anthocyanin content.”

  Kaan Kurtural, UC Cooperative Extension specialist in the UC Davis Department of Viticulture and Enology; and George Zhuang, UCCE viticulture advisor in Fresno County; conduct conference panels and webinars about the process, which they say is the future of pruning for operations of 150–300 acres.

  So keep in mind as you strategize production growth and processes, “one of the greatest disadvantages to cane pruning in our future shift to mechanization is that it cannot be easily machine-pruned,” Westover said.

Questions of the Advisor

  Since Westover consults for dozens of vineyards east of the Rocky Mountains through his onsite visits and victual academy, we asked him to provide answers to the top three questions he gets regarding pruning. They are:

1.   When should I start pruning?

      A: Depending on vineyard size, time and labor, if a grower in the Northern Hemisphere uses pre-pruning or partial pruning, I encourage them to start in January and move to final pruning at a time that allows them to complete it prior to budburst. So, for example, a small grower may be able to prune in a week and can start the process 10-to-14 days before the historical average budburst date in their area. Larger vineyards obviously need more time and may be pruning steady until budburst.

2.   Do I need to protect pruning wounds from GTDs?

      A: Fungal diseases associated with GTDs are primarily spread by splashing rain. Therefore, it’s important not to prune when it’s raining or when rain is predicted within the next few days—I advise my growers to wait until after the rain. In some cases, registered fungicides can be applied to protect pruning wounds from infection, such as Topsin M—check your state registry status. If pruning wounds have healed over, or if no rain is predicted, then protective sprays can be avoided. There are also products available now that can be painted over the top of larger pruning wounds to create a physical boundary against pruning wounds, such as VitiSeal.

3.   What if I don’t finish before budburst?

      A: Ideally, all final pruning will be completed a week or so before budburst. When shoots begin to grow, they first emerge on the most distal part of a cane, which is referred to as “apical dominance” of shoots across a cane. Some growers intentionally hold off final pruning until the onset of budburst on distal bud positions, as this can delay the budburst of the lower buds retained as spurs near the cordon. This small delay in budburst can result in the avoidance of a late spring freeze by 7-to-14 days, depending on site and variety. However, if a grower doesn’t complete final pruning before the shoots on the distal nodes reach greater than two inches in length, the lower bud positions can lose fruitfulness. The bottom line: pruning needs to be completed by bud swell—and not later.

Education, Sterilization, and Clean-Up Ensures Successful Results

  Many vineyard managers hire crews with pruning experience, while some do a crash course each season with trusted volunteers. In either scenario, Westover said, you need to ensure people do what your vines require.

  “Cut-and-paste pruning strategies won’t address the needs of each block. A pruning crew is only as good as its instructor, and it’s often necessary to have a lot of supervision the first few days of pruning—and again any time the pruning strategy changes between vineyard blocks,” he said. “Educate your crew and stick with them until the end. I share videos with my clients from my website, and on a rainy day, the crew watches those. Repetition of key pruning concepts is a great way to empower your crew to make decisions on their own and quickly.”

  One example he provides is that vigorous vines with large cane diameters can retain spurs with two-count buds, whereas smaller vines or vines with some small canes may need to have several spur positions pruned back to a one-count bud. “The motto I use in my academy is ‘no wimpy wood’—which seems to resonate with growers and results in less wimpy shoots that produce inferior fruit,” Westover of Virtual Viticulture Academy told The Grapevine Magazine.

  “Weather can also cause a shift in a standard pruning protocol. For instance, in a year with high primary bud death due to freeze conditions, a grower needs to first assess the percentage of bud death in the vineyard, and then adjust the final number of count buds per vine to compensate,” he said. “This isn’t easy to do, but it can certainly help keep a vineyard in business through a tough season if done properly—and some live buds remain!”

  Myers’ pruning team includes two people on staff for a 40–plus workweek who are in the vineyard daily. One of her primary takeaway tips is proper sterilization. “Clean pruning tools at the end of each row, and especially when changing varietals.”

  Westover agreed. “This is an area of research that we have little information on at this time, but sterilizing shears after each row and—at a minimum—between blocks is a good practice. Solutions of 10% bleach or 70% isopropyl alcohol are inexpensive options to spray on shears,” he said.

  So is the work done once buds break? Not necessarily. “Stay proactive on your vineyard management programs from pruning until frost to avoid uncontrollable problems,” said Myers of Laurel Gray Vineyards. “Watch for split vines that may have happened due to extreme cold weather when the sap was rising. Remove all cut wood from the vineyard floor and spray while still dormant with lime sulfur to kill any disease spores that overwintered in mummified fruit, dead wood or old leaves.”

  Also remember that not removing enough canes “will cause over-production with a too-dense canopy, under-ripe fruit and conditions for disease,” she said. “These conditions require more labor through the growing season because the vineyard manager is constantly trying to combat these issues through summer hedging, spraying and leaf removal.”

Email Segmentation: A Critical Tool in the Digital Marketing Toolbox

Detail of businesspeople hands working on EMail Marketing schem

By: Nathan Chambers, Gaynor Strachan Chun and Susan DeMatei

Research shows that your email success can be significantly improved if you enact a campaign list segmentation strategy – MailChimp reports that segmented emails can increase open rates by +15% and click through rates by up to 100%.

  Segmenting your email list allows you to deliver more personalized and relevant content to specific groups of customers. Not segmenting your list results in higher customer attrition. On average, over half of those who subscribe to email lists end up throwing the email in the trash when it hits their inbox. 

  For your customer, there are many reasons why they will be more likely to open an email from a brand that delivers content that is more relevant to them in a timely manner. One of the most important reasons is it shows them you understand their needs and wants. In other words, it delivers a more personalized experience.

  For you and your brand, the value of email list segmentation is quite simple – increased ROI. Segmenting your email list drives increases in loyalty and lifetime value (LTV).

  Let’s look at it from your customer’s perspective. They were at the winery, they filled out a customer information card, or made a purchase and shipped bottles home; they either asked or were aware they’d be added to the mailing list and are hoping for special offers, events, or other news. This is a transaction of trust. As a payback for their trust in you, customers expect to get something of value back, on a reliable basis, and not so often that it adds to their in-box clutter. If the only thing you offer them is random, or generic, you violate that trust.

  But where do you start? Here are 7 effective ways to segment your email list and leverage other data to increase your email ROI.

#1: Demographics:  The simplest way to segment your list is by demographics. Age, gender, job title, native language, etc. These traits, individually or combined, can help you understand what products or offers they are more likely to be interested in.

#2: Survey Results:  People like being asked what they want and need. Rather than overloading your opt-in function, use your list to conduct surveys. This way you can create a more complete picture of your target audience. Ask about interests, needs, why they chose your brand.

  You can then use your survey results to segment by interest, sending content that is relevant to the different interest groups. Maybe you have a group of customers who love recipes and like to cook. Target them with an email about a new wine and include a food and wine pairing recipe element. This will greatly increase your rate of engagement with this customer segment. The more they engage, the more likely they are to keep an eye out for further emails. Repeating that engagement until it becomes a regular habit.

#3: Sending Frequency:  Nobody likes their email box to be overloaded, even if the emails they are receiving might be relevant to them. Understanding the optimal cadence for your emails can be difficult. Use your email engagement data to understand the best frequency. The ideal frequency may also vary by segment.

#4: Geolocation Segmentation:  The easiest and quickest way to segment your database is through geography. For instance, target people in a certain area for events, or shipping offers based on weather. When they joined the mailing list, they felt a connection. Your customers expect accountability, integrity, and accuracy. Geolocation segmentation offers many benefits beyond email campaigns. “Taking the winery on the road” brings the winery and the wines to those who may not make it back to your tasting room. Your winery can develop relationships with retailers or have Wine Club members host a tasting at their home in a key market.

#5: Page Views:  Where do your website visitors spend most of their time? By analyzing your page views, you can better understand what your visitors are looking for and even segment content to them. Are they looking for the hours your tasting room is open? The send them tasting room information. Are they looking at the gift set page? Send them a vertical package offer. One of the easiest segmented communications in this group is to target a resend to people who opened an email and went to the landing page of the product for sale but didn’t buy. These retargeted communications might be just the reminder they needed to complete the purchase. Whatever messaging you choose to play with, when you tie your email segmentation to website visits, these insights to create more relevant content for your emails.

#6: Purchase Cycle:  Understanding the purchase and repurchase cycle of different groups of customers is invaluable. It allows you to build customer behavior profiles and each profile type will respond to different email approaches. If a customer has just signed up for your mailing list, they will want an introduction to who you are and what you offer. A case or library magnum offer is not for this group who are just getting to know you. What you want to do with customers early in their life cycle with you is reduce barrier to trial, so give them single or double bottle offers with your best-selling wines. Save the big purchases for when they become loyal members (and then segment on their past purchases – see below). With the purchase cycle in mind, you can tailor email content and timing based on customer behavior, increasing your likelihood of conversion. 

#7 Past Purchases:  By analyzing what your different groups of customers are buying, you build an understanding of what products interest them and what products don’t. This allows you to create target segments for each product type and only send information or offers about products you know will interest them, increasingly your likelihood of securing a sale. Additionally, it signals to the customer that you care about their preferences and are not sending them emails about products they would never buy.

  For instance, imagine you decide to send a special offer email on a new vintage of a particular wine. If a group of your loyal repeat customers have never purchased that varietal, why would they care? New members will appreciate the email and may make a purchase because they’re trying new things, but most consumers show you through purchase action what they’re interested in. Send them too many emails that don’t apply and they’ll ignore it or, worse yet, mark it as spam or unsubscribe.

Implementing These Strategies

  Don’t try to tackle all these segmentation strategies at once. It’s more valuable to master one of these strategies before developing the next one than it is to fumble with implementing all of them at once. Baby-steps count. Start with one idea with a goal to try out a new segmentation each month. Then you’ll see what your database responds positively to, and you can play more in the areas that resonate. The single most important thing is to at least try segmentation in all your campaigns. Doing so will undoubtedly increase your success rates and metrics for your ongoing email marketing.

   Susan DeMatei, Nathan Chambers and Gaynor Strachan Chun work for WineGlass Marketing, a full-service direct marketing firm operating within the wine industry in Napa, California.

www.wineglassmarketing.com

Mechanized Farming Pushes Canopy Management Evolution

farming equipment in action

By: Gerald Dlubala

  From pruning, shoot thinning and positioning, leaf and lateral care to hands-on vine training, canopy management is the best way for a vineyard to achieve optimal, mature fruit from their vines. Good canopy management, partnered with the proper trellis and row spacing, allows vineyards to better combat fruit loss due to disease or pest damage while providing an overall protective and nurturing environment.

Canopy Management Is An Evolving Science

  “It’s always been evolving, but it seems to be moving along at a more deliberate pace now,” said Duff Bevill, founder and partner of Bevill Vineyard Management in Healdsburg, California. “We’ve come a long way in the past 30 years from when it was fashionable just to have the California flop, meaning the grapes were grown-up vertically, and the canopy was left to flop over. When increased production was needed, and European varieties were introduced, it became apparent that we needed to provide better light and greater air circulation for the fruit. Around the 1980s came the push to reduce or eliminate bunch rot and mold, and after a particularly wet season, the practice of leafing began. Then around the mid-1980s, Dr. Richard Smart, an Australian viticulturist, revolutionized our way of grape growing with his Smart-Dyson trellis system.”

  Smart’s trellis system helps canopy management by finding the balance in leaving enough foliage to facilitate the necessary photosynthesis process without causing excessive shading that would negatively impact fruit ripening or promote disease.

  “His style of trellis system is still the way to go,” said Bevill. “We see the Vertical Shoot Position trellis or modified VSP trellis with movable wires used the most because it traditionally results in a high-quality first crop. Another popular configuration is the high wire system, with the first wire 42 to 48 inches above the ground and then a secondary wire hanging about six inches above that first one. The downside to the high wire system is that it creates a need for manual shoot training for about the first five years. But if done properly, subsequent pruning can be done mechanically, with manual pruning only necessary for mechanical misses. Suckering is also minimal.”

  Bevill told The Grapevine Magazine that hand labor can eat up to 60% of a vineyard’s expenses, so that is an area of canopy management that is drawing extra attention. In an industry looking toward a mechanized future but, in the meantime, still requires hand labor, the VSP trellis remains the best all-around canopy management trellis for fruit production.

  “First, that hand labor has to be available,” said Bevill, “and it needs to be available when needed, frequently and for extended times to get the fruit picked on time and during prime harvest conditions. That’s getting harder to come by and more expensive to utilize. We offer bunkhouses and higher wages to our immigrant workers here on H2A visas to ensure our labor availability. But if things keep going the way they are, I would estimate that such extensive use of hand labor will end within the next five or six years in favor of mechanical labor. Compatible trellis design, along with smart canopy management, has a lot to do with this, allowing your trellis systems and vine configurations to grow in a manner that is favorable to mechanical picking, pruning and leafing. It’s better if you can accomplish these tasks with the off-the-shelf mechanical implements available today.”

  Bevill has already seen this in action. By applying the principles of trellis placement and design with well-planned canopy management, the cabernet sauvignon vineyards have shown a dramatic decrease in farming costs associated with labor.

  “Only one man is needed per ten acres here in Sonoma County,” said Bevill. “That figure matches what we believe is necessary, and that’s also what we have and use. Currently, only about 50% of farms are mechanically harvested. Many older ones can’t take advantage of mechanized farming because of how they were originally planned. Some leafing and mechanical harvesting can be done, but much of the canopy management has to be done by hand. Some older vineyards with their original planted vine systems are still entirely managed using hand labor. We are seeing a lot of these vineyards now being pulled out and replanted to use a flat-faced trellis system more conducive to mechanical farming.”

  Bevill told The Grapevine Magazine that mechanized farming will likely be the focus for the foreseeable future. There is nothing new on the horizon regarding the mechanical aspect of agriculture. All the advancements are within farming technology, things like devices to better detect the best times and amounts for irrigation, and increased uses for drone mapping. The yields and performance of high wire trellises are showing promise, but it will be another 10 years before any data can be confidently identified as reliable.

  “Overall, farming knowledge is constantly increasing, and as a vineyard management company, we are always looking at new and better planting standards and goals. They’re all tied into making mechanized farming as friendly as possible,” said Bevill. “Acquiring and using machinery to do the work is certainly the way of the future. It’s much cheaper and more reliable than hand labor, and let’s face it, it’s there when you need it.”

Seeing Each Vineyard As A Unique Environment

  “I literally have a different protocol for every vineyard depending on the winemaker’s desires for his product and the environment that we’re growing in,” said Mike Loconto, viticulturist for Barbour Vineyards, a vineyard management and development company in Napa, California. “You know, we do all the normal tasks, like suckering, tucking, shoot positioning and hedging, but the winemaker’s end goal determines the amount and timing of these tasks and the best canopy management practices for their situation. For example, we like to leave 12, 14, or 16 leaves per shoot to get two clusters of fruit out of each one, but when to remove those leaves is different for each client. We always like to open up the fruit zone, including below the clusters, but you have to leave just enough shade to baffle the sunlight and produce a great environment all around the fruit zone. It’s about getting sunlight and airflow to that bloom at the right time to deter disease and increase the quality of the fruit.”

  Loconto told The Grapevine Magazine that canopy management in Napa is all about controlling the heat and sun exposure to provide the highest quality fruit and the highest volume of product. When some of the older vineyards were installed, they preferred open, wide spacing between the rows. Over time, in an attempt to increase grape production, the vineyards started tightening up and leaving less and less spacing between the rows. Some were tightened to the point that they lost volume, quality, or both by inadvertently limiting light and decreasing airflow, increasing heat retention and inferior growing conditions. 

  “Heat prevention here in Napa is big and proven to directly affect quality, so now we try to stay around the seven-foot mark for row spacing and utilize cross arms to provide shade and heat prevention for the fruit,” said Loconto. “In any vineyard installation, you want to be smart about canopy management and factor in the ability to mechanize the farming now or in the future. Labor is so expensive that even if you can find it, you may not be able to afford the amount you’ll need to get the tasks done on time. Canopy size and row spacing need to be used jointly so that at some point, mechanized tools can be used for leafing, pruning and harvesting. By using between eight and 12-inch cross arms, you make more effective use of available mechanized tools.”

  Loconto works mostly with high-end cabernet growers, and over the past five to 10 years, he’s seen the customary canopy management practices start to change.

  “Call it climate change or whatever, but we’re starting to see a fundamental change,” said Loconto. “There’s still a high use of VSP or modified VSP trellis systems, but any newly planted, replaced or moved rows are being repositioned and spun in a better and more precise North-South orientation. This makes better use of the natural path of the sun and maximizes and better balances the use of morning and afternoon for both sides of the canopy. After that, it’s about timing and the goals of the vineyard regarding their fruit and vine quality and desired yield. If you have weak or younger vines, it may be better to sucker sooner and perform your fruit thinning. For stronger and older vines, you can thin fruit and sucker later for maximum sugar loading. Open zones are beneficial for more aromatic profiles, and they can help with the amount of acidity and tannin development with simple vine management. You always want warm days and good sap flow for pruning.”

  Different environments require different management and trellis considerations. Vineyards located in volatile weather settings have to be willing to use netting, shades or some other blocking material in case of severe weather, extreme winds or hailstorms. Some colder climate vineyards make use of buried canes, green growing vines that are pulled down and buried in the vine row. The Geneva Double Curtain trellis is a popular choice for increased frost protection because of its downward growing, split canopy system. Still, being bulky and top-heavy, it is a liability in areas experiencing frequent windy situations.

  “Our biggest challenge here in Napa is to develop mechanized vineyards that retain the quality we’re known for, while also controlling heat and sun exposure issues,” said Loconto. “Everywhere you go, you’ll see misters and shade cloth used to combat sun exposure. For those older vineyards that are still orientated to have unequal amounts of sun in the morning and afternoon, there is a noticeable difference on the contrasting sides of the vine. Any issues we address have to be solved with the idea of optimizing our vineyards for mechanical farming. Plain and simple, labor is just hard to come by and getting harder. Some equipment manufacturers are helping by developing machines that are comparable to hand labor, gently pulling the right amount of leaves while being relatively gentle on the fruit and soft on the clusters. That trend has to continue to move towards the mechanized vineyard.”