The Top Travel Trends Stealing Wine Country’s Thunder
By: Susan DeMatei – WineGlass Marketing
As travelers eagerly plan their next getaways, the tourism landscape is shifting—fast. Driven by changing values, advancing tech, and global events, how we explore the world in 2025 looks very different than it did just a few years ago. From AI-crafted itineraries to wellness retreats designed around your sleep cycle, travel today is more curated, personal, and purpose-driven than ever.
But while adventurers chase hot springs in Iceland and food tours in Tokyo, one classic destination is quietly slipping from the spotlight: wine country. Once a top choice for weekend getaways and special occasions, winery visits are on the decline. And for the wine industry, that’s more than just a hospitality hiccup—it’s a missed opportunity to turn curious sippers into lifelong fans.
Understanding this season’s top travel trends isn’t just about keeping up. It’s about getting ahead—and finding fresh ways to bring the modern traveler back to wine country.
Wellness, Sleep & Longevity Tourism: Let’s start with a trend rooted in self-care: travelers aren’t just looking to escape—they’re looking to heal, reset, and optimize. Wellness tourism now includes everything from personalized health programs and silent retreats to sleep coaches and circadian lighting.
With the wellness tourism sector growing at 12% annually and expected to hit $904 billion globally this year, destinations that cater to well-being are winning big. It’s no longer about indulgence—it’s about intentional restoration.
Opportunity for wineries: Curate wellness-focused visits with vineyard yoga, clean-eating picnics, or guided meditations among the vines. (Could vineyard-bathing become a thing?) Wellness doesn’t have to mean wine-free—it can mean wine-smarter.
Astro-Tourism & Noctourism: As crowds surge during the day, travelers are discovering the magic of night. From stargazing in Chile’s Atacama Desert to night safaris in Kenya, nocturnal travel is lighting up itineraries.
These after-dark adventures offer cooler temps, fewer crowds, and a new way to engage the senses.
Opportunity for wineries: Fire pits, telescope nights, full moon tastings, or glow-in-the-dark vineyard walks—use the quiet of the evening to create unforgettable, ethereal experiences.
Set-Jetting: Fueled by binge-worthy content, set-jetting is sending travelers to places they’ve seen on screen. Whether it’s “The White Lotus” fans heading to Sicily or Game of Thrones devotees walking Dubrovnik’s walls, media is driving wanderlust.
Opportunity for wineries: Lean into your own cinematic potential. Got a picturesque view? A storybook setting? Use storytelling and content creation to become part of your visitor’s narrative—and their feed.
Calmcations: The antidote to our overbooked, always-on lives? The calmcation. These are quiet, soul-soothing escapes where the Wi-Fi is weak and the nature is strong. Travelers are actively seeking silence, stillness, and space to breathe.
Think mountain monasteries, silent retreats, and remote lakeside cabins.
Opportunity for wineries: Create serene spaces that encourage unplugging—perhaps a “quiet hour” in the vineyard, meditative tastings, or tech-free zones for reflection.
Coolcations: Hot is out. Cool is in. As summers become more extreme, travelers are heading north (and up) for relief—glaciers, fjords, mountaintops, and sea breezes are the new status symbols.
Opportunity for wineries: Even if you’re in sunny Texas, your cool cellar or shady hilltop might be just the refreshing escape people are craving. Embrace temperature as part of the experience.
Off-the-Beaten-Path Exploration: Tourist-saturated hotspots are losing their appeal to curious travelers looking for authenticity. Lesser-known destinations—think Vilnius instead of Vienna—are on the rise.
It’s all about originality, cultural depth, and avoiding the crowd.
Opportunity for wineries: Play up your location’s quirks and hidden stories. Show off your dirt roads, your family dog, your unpolished charm. Being off the radar is now a feature, not a flaw.
Multi-Generational Travel: Grandparents, parents, and kids are traveling together more than ever, seeking shared experiences that create lasting memories across age groups.
These trips tend to be generous—often funded by older generations—and crave versatile, everyone-friendly experiences.
Opportunity for wineries: Host family-friendly events with wine for the grownups and activities for kids. Create tasting options that pair with chocolate or juice. Inclusivity creates loyalty.
Athletic & Adventure Travel: Vacations are no longer about lounging—they’re about movement, achievement, and transformation. Whether it’s cycling through Tuscany, hiking the Andes, or paddleboarding in the fjords, travelers are using their time off to move their bodies and push their limits.
Opportunity for wineries: Offer hiking trails, bike rentals, or vineyard tours on foot. Partner with outdoor outfitters. Show that wine and movement can go hand-in-hand.
A New Era of Visitation: Today’s travelers aren’t just looking for destinations—they’re chasing experiences that align with their values, their identities, and their stories.
Whether it’s mindfulness in the vineyard, stargazing with a splash of Syrah, or family bike rides that end in a shaded picnic, the future of wine tourism lies in emotional connection—not just location.
These trends aren’t just changing how people travel—they’re changing why. And for wineries, that opens a window to reimagine what hospitality looks like.
So the question becomes: Will you let travel trends pass you by—or pour them into a mixed cocktail of something unforgettable for your guests?
Susan DeMatei founded WineGlass Marketing; the largest full-service, award-winning marketing firm focused on the wine industry. She is a certified Sommelier and Specialist in Wine, with degrees in Viticulture and Communications, an instructor at Napa Valley Community College, and is currently collaborating on two textbooks. Now in its 12th year, her agency offers domestic and international wineries assistance with all areas of strategy and execution. WineGlass Marketing is located in Napa, California, and can be reached at 707-927-3334 or wineglassmarketing.com.
Crafting Content for the Trade Buyer, Not Just the Tasting Room Visitor
By: Jake Ahles | Morel Creative
When most wineries think about marketing, they picture the tasting room. The sunlight hitting a glass of Chardonnay just right, the quiet hum of conversation over charcuterie boards, and the swirl of a wine glass in a slow-motion Instagram reel. And all of that matters. The tasting room experience is a vital part of your direct-to-consumer (DTC) strategy. But here’s the truth:
If your brand storytelling ends at the tasting room door, you’re leaving serious growth on the table.
In the race to capture consumer attention, many wine brands overlook the audience that actually determines whether their product ever reaches a consumer at all: trade buyers.
We’re talking about distributors, wine directors, independent bottle shop owners, bar managers, restaurant groups, and even grocery buyers. These are your first customers. If they don’t say yes, the end consumer never gets a chance to.
And yet, these gatekeepers are often left out of the brand story.
The Misconception:Great Wine Sells Itself
Too many wineries assume that product quality alone will earn them placements. They think if they craft exceptional wine, people will discover it. But we live in a world with over 11,000 wineries in the U.S. alone. Shelf space is finite. Distributor portfolios are crowded. And the days of a buyer being charmed into carrying a wine based on passion alone are fading.
What buyers need is confidence. Confidence that your wine will sell. Confidence that your brand is compelling. Confidence that your team is organized and supportive. And that’s where your content comes in.
The Real Audience:Who Trade Content Needs to Serve
Unlike tasting room visitors, trade buyers aren’t there for the vibes. They have minutes—sometimes seconds—to assess whether your wine belongs in their portfolio, store, or menu. Their questions are straightforward:
• Can I sell this?
• What makes this wine different?
• Will my staff be excited to support it?
• Do I believe in this brand enough to put my name next to it?
They’re looking for clarity, professionalism, and a story that resonates with their own goals.
This means your brand needs to translate not just what you do, but why it matters in a way that makes buyers want to be part of it.
What Trade-Ready Content Looks Like
Let’s break down a few key content types that wineries should develop to support trade sales:
Sell Sheets: These are one-pagers that provide a quick, compelling overview of your wines. Think of them as your brand’s business card for the trade.
Well-designed sell sheets make it easy for a distributor to pitch your wine or for a restaurant buyer to remember why they were interested.
Trade Brand Decks: These go a step further than a sell sheet. Think of this as your 5-slide pitch to buyers, distributors, and trade media. It should clearly walk through your brand story, differentiators, lineup, and value proposition.
Pro tip: Keep it visual. Let photos from the vineyard, cellar, or team do the heavy lifting.
Digital Asset Library: Have you ever had a buyer or distributor ask, “Do you have a bottle shot I can use for the menu?” “Can you send me a tasting note for this new wine?”
A well-organized asset library solves that problem before it starts.
What to include:
• Label art (front + back)
• Bottle and lifestyle shots
• Winemaker bios + headshots
• PDF sell sheets
• Logo files
• Social media handles and hashtags
• Content THEY can use in their social media
Make this a Dropbox, Google Drive, or hidden page on your website. Keep it updated. Your trade partners will thank you.
Trade-Focused Video Content: Not everything has to be super polished—but a short video of your winemaker introducing the lineup, or a vineyard walk-through during harvest, can go a long way. These give buyers and staff a sense of connection to your team and story.
Idea: A “60-Second Why” video for each SKU—just enough to help a sales rep or sommelier talk about your wine with confidence.
Messaging That Moves Product
Effective trade content has to do more than share information. It has to make your brand easy to believe in. Here are three messaging pivots to consider:
Lead With Differentiation: Don’t just describe what your wine is. Tell us why it’s different. Maybe it’s a rare varietal, or the vineyard sits at an unusual elevation, or you’re using old-world techniques in a new-world region. Lead with what makes you distinct.
Translate Story Into Sales Language: Instead of saying: “This Syrah is made with whole cluster fermentation to honor Rhône traditions.” Say: “Whole cluster fermentation brings out spice and structure, making this Syrah a perfect fit for wine bars and steakhouse pairings.”
Make it easy for a buyer to connect your wine to their goals.
Align With Their Pain Points: Do you offer flexible ordering? Small production lots? Are you sustainably certified? Find the angle that makes a buyer’s life easier—not just more romantic.
Don’t Just Educate. Empower: Your job isn’t just to tell trade buyers about your wine. It’s to make them feel like they can sell it.
That means providing:
• Talking points staff can use on the floor
• A short brand story that’s easy to repeat
• Visuals that make your wine stand out in a crowded list
• A follow-up plan to keep the conversation going
When you make it effortless for a wine director or floor manager to fall in love with your story and sell it through to the end consumer, you win twice.
Support Your Distributors
(Don’t Just Expect Them to Hustle)
Distributors want to believe in the brands they carry—but they also need help. Your wine might be one of 800 in their book.
The brands that get mindshare
(and menu placements) are the ones that:
• Provide relevant, easy-to-use content
• Follow up consistently and professionally
• Give them tools to close the sale
Send quarterly updates. Share stories they can pass along. Create an internal-facing video or deck designed just for distributor reps. That content is an extension of your sales force.
Why Trade Content
Drives Brand Growth
Here’s the big picture:
• You only get so far selling one bottle at a time in the tasting room.
• Trade partners multiply your reach.
• The right content unlocks new placements, stronger relationships, and faster reorder velocity.
When you empower trade buyers to tell your story, you extend your brand’s influence. You create a network of advocates who can speak your truth without needing to memorize a script. And you become more than a label—you become a trusted partner.
Final Thoughts:Make It Easy to Say Yes
Trade buyers aren’t trying to make your life harder. They’re just trying to make smart, confident decisions. When your content does the work of distilling your story into clear, useful, action-oriented materials, you make it easy for them to say yes.
So go ahead, keep refining your tasting room experience. Keep telling your vineyard story to consumers. But also:
• Build that sell sheet.
• Record that quick video.
• Organize that asset folder.
Your future buyers are waiting. Give them a reason—and the resources—to believe in you.
Make your content as intentional as your winemaking. And watch the trade say yes.
When to open up a claim on your grape crop insurance is important. A lot of growers say that don’t know if they have a payable loss early in the season. With grape crop insurance you are covering an average of your production per grape variety. Depending on what coverage level you have chosen this could mean you have a large deductible or small one. It can be hard to tell how much early season damage will affect your tons harvested.
Here are the Causes of Loss per the Grape crop provisions:
1. Adverse weather conditions;
2. Fire, unless weeds and other forms of undergrowth have not been controlled or pruning
debris has not been removed from the vineyard;
3. Insects, except as excluded in 10(b)(1), but not damage due to insufficient or improper
application of pest control measures;
4. Plant disease, but not damage due to insufficient or improper application of disease control
measures;
5. Wildlife;
6. Earthquake;
7. Volcanic eruption; or
8. Failure of irrigation water supply, if caused by an insured peril that occurs during the
insurance period.
In a situation like any of the above a claim should be opened immediately. Depending on the severity of the Cause of Loss an adjuster will come out and inspect the vineyard. I always tell growers that they should take pictures of any damage that day. It is always good to document damage as close to the time it occurred as possible.
Some varieties of grapes show more damage than others. This is to be expected as some are more resistant to different weather conditions. And from what I have seen over the years with Adverse Weather Conditions are that they may not affect a vineyard or field evenly. You might have more damage on one side of the vineyard or more damage on the lowest part of the blocks etc. Damage varies but just because one variety or one area looks better than others doesn’t mean that you should not open a claim on that variety or block.
You should open up a claim now regardless. The damage may be less than you think and you don’t end up having a payable claim. But it is still best to get one opened up right away. Don’t wait to see how many tons you harvest before opening a claim! Insurance providers always want to know early so that they can be prepared with adjusters.
Here is an excerpt from the “How to File a Crop Insurance Claim” Fact Sheet from the USDA:
Most policies state that you (the insured) should notify your agent within 72 hours of discovery of crop damage. As a practical matter, you should always contact your agent immediately when you discover crop damage.
I cannot stress enough the importance of opening up a claim early. A lot of claims with grapes are relatively routine. Once the claim is opened an adjuster will come out and document the damage. You will continue to grow your crop and try to mitigate any damage received. Once you harvest grapes you will meet with the adjuster and give him your production records that show your tonnage per variety. He will then adjust the claim based your guarantee (average tons per acre per variety and the price for that variety in the county.)
In some circumstances you will need to get direction from the adjuster before doing anything.
What are your responsibilities after damage if the grapes have not matured properly and will not? What if they have been rendered unusable (smoke-taint has been a major cause of this in California)?
Here is a section from the Grape Crop Provisions that goes over this:
11. Duties in the Event of Damage or Loss.
In addition to the requirements of section 14 of the Basic Provisions, the following will apply:
(a) You must notify us within 3 days of the date harvest should have started if the crop will not be harvested.
(b) If the crop has been damaged during the growing season and you previously gave notice in accordance with section 14 of the Basic Provisions, you must also provide notice at least 15 days prior to the beginning of harvest if you intend to claim an indemnity as a result of the damage previously reported. You must not destroy the damaged crop that is marketed in normal commercial channels, until after we have given you written consent to do so. If you fail to meet the requirements of this section, all such production will be considered undamaged and included as production to count.
It is important to stay in contact with your adjuster during a claim.
A lot of things can happen to your vines that could cause them not to produce a full crop. The insurance period is long and it is important to report everything that may reduce your crop.
When you sign up for crop insurance, coverage for grapes starts on February 1 in Arizona and California. It begins on November 21 in all other states. The end of insurance unless it is otherwise specified by the USDA RMA, is October 10th in Mississippi and Texas, November 10 in Arizona, California, Idaho, Oregon and Washington. In all other states the end of insurance is November 20th. Crop insurance is continuously in force, once signed up for, unless cancelled or terminated. Your coverage for following years, will be the day after the end of the insurance period for the prior year.
Adverse weather conditions could be anything that could cause damage to your grapes. For
example; drought, frost, freeze, excess moisture etc. Wildlife could be bird damage, deer etc.
Fire would also include smoke taint as that is a result of a fire.
Crop insurance does not cover, the inability to sell your grapes because of a buyer’s refusal or contract breakage. It also doesn’t cover losses from boycotts or pandemics. Phylloxera is not covered, regardless of the cause. Overspray or chemical damage from a neighboring farm is not covered either.
Get those claims opened up early and stay in contact with your agent and adjuster!
This year I was invited to evaluate vineyard disease issues in different grape growing regions in the province of San Juan under the auspices of the Ministry of Agriculture. The program included the inspection of many producing vineyards (both for raisin, table, and wine grape production) as well as a grapevine nursery. As you know my interests are in how to prevent the spread and disease development in the vineyard. So, it will not be surprising that this article will highlight vine diseases observed in the region.
Mendoza and San Juan are the primarily grape growing regions in Argentine
Argentina grows over 200,000 Hectares of grapevines that are plated mainly in the provinces of Mendoza, San Juan, La Rioja, and Salta. The industry has expanded to other areas in the provinces of Buenos Aires, Cordoba, Rio Negro, and Tucuman. However, the majority of the vineyards are located in different regions of Mendoza and San Juan. This is why there is a saying in Argentina that a person is between San Juan and Mendoza when drunk! These two provinces have chosen to differentiate their growing, Mendoza focuses on producing its famous red grape variety Malbec, while San Juan grows white wine, table and raisin grape varieties.
Argentina ‘s viticulture is different from what I am used to seeing in Californian or Chilean grape growing regions. Most of the vineyards in Argentina have planted vines on their own roots (i.e., these are not grafted onto a rootstock) as the phylloxera pest is not present in most Argentine grape growing regions. Obviously, rootstocks confer resistance to phylloxera, but also help grow grapes in areas where nematodes and salinity are a problem. Rootstocks also control the vigor of the vines in the vineyard and many winemakers consider that there is an effect on wine quality and sensory aspects. Consequently, more vineyards in Argentina are being planted with grafted vines, especially in Mendoza’s newer and more sophisticated growing regions such as the Valle de Uco.
Grapevine Diseases Originate Where Vitis Species Originate
We know that grapevine pathogens (disease causing agents) originated in the same place where Vitis (the grapevine genus) species originated. These disease agents (bacteria, fungi, and viruses) were introduced to other places in the world with the grapevine propagation and planting material. Specifically, the varieties and clones that are grown in vineyards around the world belong to the Vitis vinifera species (of Eastern European and Asian origin) while the rootstocks grown commercially belong to American Vitis species. When grape cultivation started countries were not set up with quarantine programs, neither modern diagnostic tools we use today (deep sequencing, PCR, ELISA, etc.) to detect pathogens were available. Consequently, since the early days of grapevine cultivation European and American grapevine pathogens have been moving from one site to another for many generations.
Grapevine Diseases are Found Wherever Grapevines are Grown
When it comes to diseases, Argentine viticulture is not different from other worldwide growing areas. The commonly known diseases caused by Leafroll viruses, Vitiviruses, Fanleaf, Agrobacterium vitis, and fungal trunk pathogens arrived on site when plant material was imported. Even Grapevine red blotch virus (GRBV) considered an American virus has been reported to be found in Argentine vineyards. These are important diseases that affect both grape quality, yield, and longevity of the vineyards. In Argentina, I have witnessed the presence of Syrah Decline, a disorder that affects both grafted and non-grafted plants. However, we now know that Syrah Decline symptoms are linked to genetic markers present in certain Syrah and Shiraz clones. Research in France elegantly demonstrated the generic nature of the syndrome, therefore Syrah Decline can be prevented by avoiding to plant certain genotypes of this grape variety.
Growers and Nurseries Show Interest in Grapevine Certification Programs
Grape growers and winemakers are aware of the detrimental effect of grapevine pathogens and would prefer to purchase and plant disease-tested (certified grapevines). In Argentina the grapevine certification program has gone through administrative revisions. Laboratories are being certified by an entity (INASE) to offer testing to allow vines to be part of the certification scheme. The law allows the application of molecular (PCR, ELISA) instead of biological indexing to detect viruses in the foundation and nursery increase blocks. Interestingly, the certifying agency does not administer a foundation block. Instead, each private nursery has their own foundation block. The viruses excluded are Grapevine leafroll-1, -2, -3, and -4, Vitiviruses A and B, grapevine fanleaf, and grapevine fleck. Unfortunately, even if GRBV was detected in Argentina, it is not included in the testing requirements at the moment.
Evaluation of Vineyards in the San Juan Province
During my visit I was able to appreciate the diversity of grapevines grown in San Juan. The vineyards evaluated included table, raisin, and wine grape variety vineyard blocks. Some of the vineyards were mature and others were planted within the year. As expected, the symptoms observed in the different blocks were as diverse as the varieties planted. My visit coincided with the beginning of the fall season, in the middle of the busy harvest season in South America. This is my favorite time to inspect vineyards since the symptoms of viral diseases (such as leafroll) are most noticeable (see Photo 1-Lead Photo). In the table grape varieties, we were able to observe lack of color and delayed maturation of the fruit that could be due to viral infection (Photo 2).
Photo 2
Vines with notable decline due to potential fungal infection were also observed. The vines were marked and samples will be collected (after the harvest is completed and leaves fall) to test in laboratories to determine the cause of symptoms. We will work with three different Argentine laboratories (two of them I have helped with protocol development) to compare their proficiency (i.e., we will conduct and inter-laboratory comparison). My week-long visit culminated with a presentation I delivered to growers, nurseries, and ministry officials focusing on suggested preventative disease strategies and discussion on the findings during the vineyard inspections and future steps that will follow.
Conclusions
My involvement with the San Juan province project will continue as we work with the growers, nurseries, and laboratories to develop sampling and testing protocols. I am also planning to help the nurseries develop sanitation and testing programs to allow them to propagate only plants that are not infected with pathogens of concern. It is my hope that, with time, future changes will include the availability of certified pathogen free tested and true-to-type scion and rootstock planting material. Only with clean planting grapevine material these important grape growing areas will see an improvement on the health and longevity of their 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.
The Pacific Northwest wine community’s ethos to care for the land and community can be traced back to the pioneering settlers who traveled to the Oregon Territory and began planting grapes in the 1840s. In recent years, a growing number of these wineries have obtained various sustainability certifications that demonstrate their ongoing commitment to social and environmental performance, public transparency, and accountability.
For example, stewardship has been a key principle at Willamette Valley Vineyards (Turner, Oregon) since its inception in 1983. They were part of the founding of Low Input Viticulture and Enology (LIVE), a 501(c)(3) non-profit that supports environmentally and socially responsible winegrowing through third-party certification and educational programming.
Also, their winery was the first in the world to use cork certified through Preferred by Nature to FSC® (Forest Stewardship Council) standards. In addition, they were the first winery to deploy a UV-C Light robot in their vineyard to prevent powdery mildew, as well as one of the founding signatories of Willamette Valley Oak Accord, a grassroots effort to protect and restore the remaining oak habitat in the Willamette Valley.
Other environmental measures implemented by Willamette Valley Vineyards include becoming certified Salmon-Safe, partnering with Pacific Gas & Electric to provide wind-powered electricity, investing in four solar energy projects with Advanced Energy Systems and partnering with Revino to use reusable glass bottles. It also adopted a new lightweight bottle design for nationally distributed wines that “precycles” glass by using less material to produce a bottle, and it prints new labels on the nationally distributed wines on (FSC®) certified paper made from 100 percent recycled paper.
Willamette Valley’sB Corp™ Certified Wineries
The lengthy process to achieve B Corp certification requires an evaluation of social and environmental factors, including customer satisfaction, transparency, environmental footprint, employee well-being and relationships with local suppliers and community leaders. As per the B Lab website: “B Corp certification doesn’t just prove where companies excel now — it also commits companies to their mission for the long term.”
The latest files from the Oregon Wine Board dated 2020 list eight B Corp-certified wineries in Oregon’s Willamette Valley, more than any other state. When asked why this region has such a preponderance of B Corp-certified wineries, Caitlin Shawver, director of marketing for Sokol Blosser Winery (Dayton), points to the unique pioneering spirit in the Willamette Valley that started with the founders of the first wineries, which included Susan Sokol Blosser and Bill Blosser.
“Their independent spirit led them to plant grapes here, even when many people told them they were crazy),” she said. “Deep respect for the land and the surrounding environment was a priority then — and it still is now with the second generation at the helm.”
In 2014, A to Z Wineworks (Newberg) became the first U.S.-based B Corp winery. Ivanna Tucker, the associated digital marketing manager, commented on the advantages of achieving this certification from an industry perspective.
“B Corps believe in using business as a force for good, a position that is valuable to customers who care about where their products come from and the business practices behind them,” she said.
The Stoller Wine Group (Dayton) is a collection of family-owned wine brands based in Oregon’s Willamette Valley, with their brands Stoller Family Estate and Chehalem Winery achieving B Corp certification. In addition, it became the world’s first LEED (Leadership in Energy and Environmental Design) Gold-certified winery in 2006. Hannah Guth, communications specialist for Stoller Family Estates, pointed to how this certification serves as their North Star, guiding their business decisions and reinforcing their commitment to preserving the Stoller family legacy by protecting the environment and uplifting the community. In her estimation, the advantage of B Corp certification goes far beyond environmental stewardship.
“It evaluates how we treat our employees through competitive compensation, comprehensive benefits and ongoing opportunities for growth,” Guth noted. “By aligning our B Corp principals, we not only create a more sustainable future in the vineyard but also build a thriving workplace and community that truly reflects the core values of Stoller Family Estate.”
Shawver from Sokol Blosser Winery highlighted additional advantages of becoming a B Corp.
“We’re able to retain top talent, because people love working for B Corp companies, and our customers, distributors and accounts love supporting B Corp companies by buying our wines and visiting our estate, which includes our LEED-certified barrel cellar,” she said. “An additional benefit is that as a B Corp, we have a unique opportunity to collaborate with other B Corps outside of our industry.”
Following Sokol Blosser Winery receiving B Corp Certification in 2015, B Lab Global honored them as a four-time winner for “Best for The World: Environment in 2022,” as well as awarding them “Best for the World: Changemakers” in 2017, 2018 and 2019.
Other Willamette Valley B Corp Certified wineries and vineyards include Brooks Wine (Amity), Et Fille Wines (Newberg), Soter Vineyards (Carlton) and Winderlea Vineyard and Winery (Dundee), with Elk Cove Vineyards (Gaston) awaiting final approval of their B Corp certification.
Even though Oregon only produces one percent of the wines made in the United States, this state accounts for 52 percent of total vineyard acres that received biodynamic® certification from Demeter USA. This not-for-profit offers biodynamic certification to farms.
For those unfamiliar with biodynamic practices, these wineries follow practices that Rudolph Steiner set forth in 1924, based on the teachings of the ancient Persian philosopher Zoroaster. In 1985, Demeter International formalized these practices, which follow organic principles by prohibiting the use of synthetic chemical fertilizers, pesticides, herbicides, and fungicides. Additional measures include utilizing eight specific treatments, called preparations, comprising medicinal plants, minerals, and composted animal manures. Furthermore, a certified biodynamic farm must dedicate at least 10 percent of the farm’s total acreage to biodiversity.
Moe Momtazi, founder of Momtazi Vineyards & Maysara Winery (McMinnville), is a modern-day conservationist and an ancient Persian philosopher. Maysara means “house of wine” in Persian, a definition that aligns with Momtazi’s view of wine not as a commercial commodity but as a living spirit that springs from the marriage of the sun and the earth. After leaving his homeland in 1982, following the Iranian Revolution, he purchased 496 (now 532) acres of abandoned wheat farm. Even though this land had been deemed unsuitable for planting finicky pinot noir grapes, Momtazi knew that by employing his family’s vineyard practices that embodied biodynamic farming principles, he could produce pinot noir wine using holistic means. This includes growing a variety of medicinal flowers and herbs, as well as even selecting weeds to make compost teas that harness the beneficial properties of each plant. These teas work in tandem to maintain long-term vine and soil health without the use of any harmful chemicals.
His instincts proved to be spot-on, as wines produced using grapes from his Demeter Certified Biodynamic vineyard continue to garner accolades. As evidence of his reach, Momtazi sold pinot noir grapes to 18 wineries following the 2024 harvest, with Mark Vlossak of St. Innocent Winery (Jefferson) having the distinction of being the first winemaker to sell a bottle of Momtazi Vineyard wine nationally back in 2006.
According to Vlossak, “The unique umami texture, the savory spice and blue-black fruit set it apart as a unique terroir that I love, as well as the family behind the vines.”
Others who purchase their grapes from Momtazi concur, such as Tracy Kendall, who considers Momtazi a long-time mentor.
“No matter the vintage, there is always a feral quality to the wine, a wildness that is very unique,” she opined.
When she left Nicolas-Jay (Newberg) and launched Folly of Man (Amity) with her husband, Aaron, they decided to continue purchasing fruit from Momtazi, with her first vintage slated for release in March 2025.
Also, John Adams of Wildsound Wines (McMinnville) met Momtazi while filming the 2024 James Beard award-winning documentary SOMM: Cup of Salvation, which included the Momtazi family.
“Moe has a quote in the film that always sticks with me: ‘Wine is the sun’s radiance in liquid form’,” Adams reflected.
According to Craig Camp, winegrower for Troon Vineyard (Applegate Valley), biodynamics is the best route to building nature’s natural systems in their soil and vines, which would then be expressed in their wines. In his experience, farming biodynamically requires great discipline, planning, and organization.
“You must always be ahead of any problems you may face, as you can’t simply add chemicals when some vineyard problems get out of control,” he stated.
In addition to the environmental benefits of biodynamic farming, Brent Stone, co-CEO and winemaker of King Estate Winery (Eugene), notices how there’s a segment of the wine-consuming public that seeks out products made using sustainable means, which provides them with an opportunity to offer education about the value and benefits of choosing biodynamic wines.
“It’s still rare to find a nationally distributed biodynamic wine brand, so we can meet that need in the market and hopefully be part of growth in that segment,” he opined.
In a similar vein, Domaine Willamette (Dayton), home to Demeter-certified Bernau Estate Vineyard, opened in 2022 with a vision to build an iconic biodynamic winery that will surprise and delight visitors with moments of celebration and relaxation around bubbles and food pairings. Currently, they biodynamically farm 26 acres of chardonnay, pinot noir and pinot meunier for méthode traditionnelle sparkling and still wine production. Other certifications include LIVE and Salmon-Safe.
Sustainable Washington
While Oregon may have the most B Corp and biodynamic wineries in the United States, neighboring Washington State has created its own certification titled “Sustainable WA.” About a third of Washington State’s acreage is certified as Sustainable WA or is in the process of becoming certified. At present, this is only a vineyard certification. However, wineries may put the Sustainable WA logo on their bottles of wine if 75 percent of the winegrapes in that bottle are certified Sustainable WA.
Marissa Dineen of Dineen Vineyards in The Hills growing region of the Yakima Valley found this program serves as a hallmark of quality by assuring wine buyers, through a rigorous third-party audit, that the grapes that make the wine in their glass uphold high standards. Also, this certificate drives the Washington State wine industry to adopt best-in-class practices in viticulture, people management and business management and foster the long-term health of the industry. In particular, Dineen observes how sustainability and responsible business practices resonate with younger consumers, who are a key demographic they aim to introduce to wine and develop into lifelong enthusiasts.
“If sustainably grown wine inspires them to try or buy the product, that is a win,” Dineen said. “That said, we need to better educate consumers on the concept and value of sustainability to ensure the message connects and drives purchasing decisions. Younger consumers understand, and it fits within their values set — they are early adopters.”
Sustainable Winegrowing BC
Similar to Washington State, British Columbia wineries can participate in a regional certification program. The mission of Sustainable Winegrowing BC (SWBC) is to guide wineries and grape growers in BC that enable and encourage them to practice good land stewardship, offer safe fulfilling employment and be respectful neighbors.
Lyndsay O’Rourke, owner/winemaker of Tightrope Winery (Penticton), believes that the SWBC logo on a bottle should give consumers confidence that the producer follows accepted sustainability practices and has undergone an audit and certification process. Currently, six winery members and 36 vineyard members located in BC are fully certified, with another couple dozen working towards becoming certified.
Premium oak barrels can be one of the best places to store certain wines and some of the worst. This is mostly subject to what style of wine one wants to produce, how one cares for the full barrels and how one stores barrels that are empty. The best rule of thumb for many is: A full barrel is a “happy” or “safe” barrel.
Water will be mentioned multiple times in this article. It is assumed the water is always chlorine free water. Do not use chlorinated water on barrels or in wineries in general.
When?
Every winemaker has his own way of taking care of his barrels. In essence, there is no right way to take care of a barrel, just many wrong ways. Neglecting the timely applications of just a few simple processes may result in spoilage bacteria becoming established in the porous grain of the wood that will be a cumbersome battle for the future. If we are timely and diligent in our barrel care, we save ourselves time, work and dollars keeping sound oak barrels for up to a decade or more.
Golden Rule of Thumb: Visit each barrel once a month. Full or empty.
New Barrels
Most winemakers have several diverse ways to prepare their barrels for their first fill. This can range from no treatment (not recommended), quick rinse, head soaking to full fill. Visually inspect and smell every barrel before filling just to know what your hard-earned juice/wine is about to go into and extract. Always remember it is better to find a leaky barrel with water. Not wine or juice!
No Treatment: Some winemakers will simply receive the barrel and fill the barrel up with juice or wine. However, there are few cases where the barrel will leak, so most winemakers at larger premium wineries generally do not recommend this. (Not recommended)
Quick Rinse: Acceptable in some cases if the barrel is allowed to soak up the water to swell beyond the leaking point if that may be an issue. The author still finds risk with this process unless potentially using a form of pressure test to know that the barrel will not leak. (Not recommended)
Head Swell: There are winemakers that fill their barrels with about 10-15 gallons of water and allow them to sit on one head for 12-24 hours and then roll them over to allow the opposite head to have contact with the water. This, in my opinion, is still better than the above solutions because of the time needed for the wood to swell is taken properly before placing juice or wine in the barrel. (still not recommended)
Full Fill: Either using cold or hot (120 degrees F) water to completely fill a barrel (roughly) 12-24 hours prior to needing the barrel. This time can be shortened if all looks well and leaks are not discovered. Cold water can be used also. (Recommended)
Do keep in mind not to extend the time longer since the water can turn smelly and certain slims/films may develop [from the water]. If more time is needed freshen the water or make a solution of citric acid water (pH to near 3.5 or lower) and SO2 (near 60-70 PPM). This solution will allow longer contact time with the wood if that is desired.
I, depending on the cooperage used, prefer to fill barrels with fresh water at 120 F, bung solid and allow to cool overnight before emptying the water the next day, allowing draining completely for one hour (bung hole facing downward) then righting, doing another visual and smell check, then filling.
Freshly Emptied Barrels
Barrels that have been freshly emptied of wine are often overlooked too long. A barrel that is empty will start to dry reasonably rapidly so we must take the bull by the horns, even though we may be tired or distracted, to manage these empty barrels as soon as possible. As with any clean up, if one can get to the dirt before it dries the clean up goes much easier. Try to at least give the barrels a good solid rinse as soon after emptying as possible.
A good solid rinse may be a reasonably high-pressure rinse to loosen and rinse the sediment from the barrel. Then start any other cleaning regimens from then on or perhaps if re-filling one may be fully prepared for this action at this time.
If further cleaning is needed this can also be a time to start a more serious high pressure washing regimen, ozone or any other sought after method to address a specific need.
Be sure to take the time to clean the bung area of the barrel both inside and out. The bung area can be a place for solids to dry and for large numbers of bacteria to proliferate, if uncared for.
Storing of Empty Barrels
Many readers are perhaps scanning this article for answers just to this issue. Wide-ranging experiences have winemakers storing empty barrels in various fashions. The author prefers to rinse a freshly emptied barrel as described above, allow the barrel to drain overnight bung downward and then re-right the barrel – with bung facing skyward.
Liquid Sulfur Dioxide: Fresh pure liquid sulfur dioxide can be the best choice, in my opinion, yet care must be taken when using this liquid gas. Please follow all MSDS and handling instructions. Another common-sense helpful task is to only do this outdoors, upwind from the barrels and away from others. The author typically will meter 10 grams of pure liquid sulfur dioxide per 60-gallon (225 liter) barrel for the initial dose and then re-dose at 5 grams every month thereafter. If the author has ever been in doubt what may be too much pure sulfur dioxide, he always leans toward more in the empty barrel scenario because he has not seen any literature suggesting the negatives of slightly higher use. This is not to say to go higher than recommended or to become excessive. Please be careful here.
Wicks and Disks: This is another form of introducing sulfur dioxide into the barrel. Most sulfur wicks contain roughly 5 grams of sulfur dioxide in them and yield this upon burning. This is another terrific way to take care of your barrels when empty. Please remember to re-burn a wick/disc in the barrel every month. Visit each barrel, full or empty, once a month.
Storage Conditions: Do your absolute best to store barrels, full or empty, in the best conditions possible. One should strive to store barrels full or empty at or near 50 degrees F, out of direct sunlight, avoiding excessive temperature swings and in a mold-free environment.
Dixie cup, Styrofoam, or Bung?
There are winemakers who allow barrels to be stored unbunged after treatment with sulfur dioxide. These winemakers are few. Others use different methods of sealing the barrels to keep the risk of insects and small animals out of the barrels. The most popular methods are:
Dixie™ Cups: These fit nicely in most 50 mm bung whole openings and do an excellent job at sealing the barrel just enough to keep the gas inside the barrel. They do tend to pop out as some like to store the empty barrel bung down while empty. (Not recommended)
Styrofoam™ Cups: These are like the Dixie™ cup above with essentially the same function. (Not recommended)
Bungs: The author prefers this seal to the barrel to best keep the gas in. It is also recommended to wrap these bungs in Seran™ wrap to protect the bung silicone from the harsh sulfur dioxide environment. This is functional and the clear wrapping is a wonderful way to identify empty wine barrels in your cellar from a distance visually. (Recommended)
I have little experience with glass bungs or other forms of barrel closures for this purpose. These may need further review in your own cellar.
Types of Rinse
Water: All types of rinse generally use water. Please keep in mind this should be Chlorine free and have enough pressure to rinse the back and top of the vessel in question. This can be difficult with larger barrels such as puncheons.
High Pressure: Nice to have but not essential with overall good cellar practices. This will aid in tartrate removal and it has much more logical mechanical pressure removal than just typical water pressure in a winery.
Ozone: Increasingly popular but this process must be used with caution and in well-ventilated areas. With best cellar practices these machines should not be needed but they are a great tool to fight back when bad spoilage bacteria become troublesome.
Hot Water vs. Cold
I feel it best to rinse barrels with hot water after emptying. 150–170-degree Fahrenheit water is preferred for this step and the rinse is generally about 1- 2 minutes to complete the task of mostly clear water coming from the barrel. Please note hot water would not be used with ozone.
Monthly Management
Whether full or empty, each barrel needs monthly attention. Try to store full and empty barrels at or as near 50 degrees F when possible.
When Full: One will need to taste and check the free Sulfur Dioxide and pHs of these wines monthly at a minimum. After this check, additions can be made to the wines in the barrel and then they can be topped. Topping is one of the keys to keeping a barrel safe from bacteria spoilage. The wines used must be of sound chemistry and microbe free to make this a successful statement. The topping wine must be “clean.” I will often use a dry wine from a tank that has been tightly filtered and nearing bottling to be certain the bacteria load is greatly reduced, or absent, from that vessel.
When Empty: Once again we will need to visit each barrel monthly. In all cases the barrel will have been rinsed and sulfured prior. We should return to these same barrels and retreat with Sulfur Dioxide by gas or wick (see above) to ensure the barrels’ integrity will continue to be sound.
Where
Most work with empty barrels will happen outside on a crush pad or strung out in caves and warehouses. When possible, try to have more than ample space and ventilated air moving through the workspace if using liquid Sulfur dioxide or wicks/discs. When possible, the author prefers to unstack the barrels, remove the bungs, look inside the barrel with a flashlight and then smell the barrels at each visit.
If the barrels must stay in place, one can easily work with them also but some of the more critical reviews of sight and smell become more cumbersome.
Rain
At certain times at certain winery locations the author likes to use Mother Nature. It is common to plan a day’s barrel work around the weather. If the weather forecast is for rain the author finds advantages, with uncovered crush pad areas, to do a days barrel work, rinse the interior and then allow the barrels to remain on racks, bung down, in the rain to get a nice soaking cleaning on the exterior as well. This can also apply in conjunction to the swelling procedure above but with barrels full of water and bung upward. Please try this experiment first on a small batch of barrels since wood discoloration may take place and not be visually to one’s liking.
Always clean the bung opening area and when needed one can cauterize / burn that area again. This process may be needed about every 5 years or so at the maximum and a special tool is needed for this process.
Tartrate Removal
Tartrate removal can be a nuisance for those that focus on it. In general, it should not be a huge issue. Do note that winemakers may care to cold stabilize their wines before placing them in barrel for this reason. Most do not, however. Also note that when one looks inside the barrel one will see more tartrates because they typically “fall out” and go to the bottom. In the case of sur lie wines in the barrel the yeast layer does a wonderful job of protecting the bottom of the barrel from tartrate adhesion to the wood.
A high-pressure rinse may remove these tartrates effectively. A hot water rinse may help them “flake off” and dissolve more readily.
There are winemakers who use a high pH (warm water helps here) soaked by a light citric acid soak. This can be highly effective in tartrate removal. Make sure the soda ash, the high pH solute, and citric acid, the low pH solute, dissolve completely before adding any one of them to a barrel.
Some more European trained winemakers will insert a stainless-steel chain and have the less stipend “summer help” roll the barrels with the chain inside to knock the tartrates free – then rinse and Sulfur. Be sure to devise a way to retrieve the chain from the barrel.
In most cases, however, the tartrate removal is not a huge focus for many winemakers due to practical applications.
Tools Needed
The many tools for barrel care may be purchased at winery supply stores, cooperage houses and other specialty suppliers specific to these types of products. Research your needs and then contact these companies to see what they offer. In general, only a good barrel rinser, good to great water pressure (chlorine free) is needed and the way to introduce the SO2 – wick or gas.
Glass Head Barrels: A great tool to be able to see inside the barrel when performing certain tasks from burning sulfur wicks, filling, rinsing, lees stirring etc. Watching fermentation and malo-lactic with these glass head barrels can be fascinating beyond the other features. Every cellar should have at least one of these glass head barrels to better know what is happening inside their barrels with certain specific functions.
Humidity
Humidity is undoubtedly a factor when dealing with barrels. The author prefers a less humid cellar to make sure the vacuum needed inside the barrel is fully established on barrels with wine in them. If barrels are kept full and production practices to store few barrels empty for any length of time are employed, this can be the best way to use barrels to their fullest and best capacity. There is some “angel’s breath” evaporation loss but that is a part of the process. If a barrel is stored for less than three months empty most will have few to no issues with reswelling.
Spicing it Up!
There are winemakers who prefer to cold stabilize their wines before placing them in barrels to prevent tartrate from building up in the barrels. (referenced above) This can be effective but most winemakers do not do this in large practice.
Burning a sulfur wick in a barrel (5-6 grams) does two things. It puts sulfur dioxide into the barrel as well as displaces oxygen with carbon dioxide. This practice may lend toward mimicking by the winemaker using a carbon dioxide flush on their barrels then using pure liquid sulfur dioxide. There are large wineries who use liquid Sulfur Dioxide, and this may apply to their needs best. These large wineries also could make dry ice on site, and this could be used as the Carbon Dioxide source. This may be the way of the future to help combat spoilage bacteria growth in barrels. This may well be the future established standard for proper barrel care.
Wrapping it up
Tackling the barrel care issue is a trying one but an easy one. There is only one way to do it right. The way it works for your cellar. There are multiple off branches and combinations of what has been described above. Please take from this article anything you think may help with your current process and refine, for the better, what will work best for your winery and wines. These are examples of must-do processes but most recommendations have some variation.
In all, be diligent and respectful of the barrels in your cellar and they will provide many years of service to you, your cellar, and your wines.
Other Helpful Tips / Observations
• Alcohol is less dense than water or juice. It is not all too uncommon to fill a barrel with water to validate the barrel will not leak, only to find a barrel may develop a leak later. These leaks can typically be fixed on site of the winery with little effort.
• Do not fill a barrel with wine you know to be bacterially unsound. This will only start the spread, further, of unwanted bacteria.
• Smelling the barrel is one of the best ways to acknowledge its condition and readiness to potentially help or harm your wines in the cellar.
• Whether full or empty, each barrel normally requires a form of monthly maintenance.
• Topping and resulfuring on time is critical.
• Lower storage temperatures (50 degrees F) can be an especially useful tool and one more winemakers should try to strive to use.
• Resist the temptation to store barrels outside. There are wood-boring insects that may take fancy to this easy target leaving the winemaker with leaky barrels. Small periods of time outside may be acceptable.
Generally American oaks tend to need reswelling more than European woods. I have also noticed American oak may develop more non-bacterial ethyl acetate type aromas when stored empty due to a chemical reaction of the wood, moisture, and Sulfur dioxide. This is generally not a bacterially generated ethyl acetate aroma if sound procedures are followed and not a concern – just an observation winemakers may notice in their cellars and to be aware.
Uprights and ovals beyond the 600-liter capacity are beyond the scope of this article and care should be taken to establish contact with appropriate sources to secure proper methods of working with these wood vessels.
References:
Verbal discussion with Jacques Boissenot, Chris Johnson, and Jacques Recht.
Many thanks to Mark Heinemann (deceased) and all the Demptos Cooperage team for their help.
Exceptional Wine, Memorable Surroundings and Welcoming Vibes
By: Gerald Dlubala, Staff Writer
Just six miles from State College in Centre Hall, Pennsylvania, Mount Nittany Vineyard and Winery sits nestled into the side of Mount Nittany, offering exceptional wine choices with scenic valley views among peaceful, serene, and breathtaking surroundings.
“Our property is truly an added attraction for our guests,” said Linda Carroll Weaver, co-owner and general manager of Mount Nittany Vineyard and Winery. “It’s such a serene and quiet setting because you won’t find us just off a highway or in or near a neighborhood. Frankly, we used to be hard to find until we paid for state signage around the area to help visitors find us.
“Our property is wooded, with fields, and a natural place to host and enjoy unique events,” she explained. “We look to host things that maybe other wineries can’t, like disc golf and 5K runs. Our property, event spaces and gathering areas are peaceful, relaxing, and serene; we think that’s a highlight of your visit. And being good neighbors, as we don’t offer live music like other wineries. We don’t want to promote that type of business in the evening and then worry about people managing the roads around here. We want our guests to enjoy a place where they can sit, put their phones away, have a glass of great wine, relax, and enjoy each other’s company.”
Mount Nittany Vineyard and Winery has several unique and reservable gathering areas around the picturesque property. The winery includes a spring-fed pond and the original home of Linda’s parents, Joe and Betty Carroll. The Carrolls were the original property owners and lived in the house from 1983 to 2020. Linda and her husband, Steve, renovated the home into the Linden Lodge, a California deck-style home that is now a year-round reservable VRBO property. The home features five bedrooms and three full baths, with spectacular views across Penn’s Valley to the Tussey Mountain Range.
Another original barn structure once housed everything needed by the winery, a tasting room located upstairs with all production and winemaking taking place downstairs. Over the years, Mount Nittany Vineyard and Winery experienced five different building or transformation phases that saw them adding a 1,000-gallon tank, a full on-site lab and more.
“People love our tasting room space,” said Carroll-Weaver. “It’s an open space with a 1 ½ story ceiling. There is a fireplace and large windows overlooking the pond. There are also decks covered with several types of reserved seating space. Our reservation system is popular because you can reserve both time and place. Guests can reserve the places they would like to be on our property. That may be inside, outside, under a covered deck or pavilion or even a table by the pond. One of my favorite photos I took here is a group of younger guests with their cell phones piled up on the end of a table. No one would be talking on or looking at their phones on this visit. I know it’s unusual, but that’s the type of vibe we want to promote and enable: a place to socialize and be present with friends and family.”
Ideas, Visions, and the TripThat Changed Everything
Joe and Betty Carroll purchased the property in 1983 with no intention of starting a winery. The views were notable, with only a barn and spring-fed pond on the property. Joe’s dad had a farm, but Joe himself did not grow up on a farm in the traditional sense. He was, however, a jack of all trades.
He received a degree in mechanical engineering from Penn State and was familiar with machinery. He also taught at Penn State at one point. The property on Mount Nittany had the ideal southern exposure, site elevation and drainage capabilities for grape growing. Joe had a friend who was a winemaker, so he planted a six-acre vineyard, intending to supply his friend with grapes. However, the Carrolls had the opportunity to visit a few smaller family-owned wineries during a trip to Australia to visit with their daughter Linda and her husband, Steve. It was then that their vision for the Mount Nittany property changed from growing grapes for others to becoming a winery.
Joe’s amateur winemaking skills improved as he leaned on other winemakers’ advice and knowledge. Those skills, combined with his background as a mechanical engineer, led the Carrolls to build, own and operate Mount Nittany Vineyard and Winery in Centre Hall, Pennsylvania, a state with only about 30 operating wineries at the time.
Opening in 1990, the winery still operates in much the same way today, with Linda and Steve taking ownership in 2016. Linda is the general manager and oversees operations and sales. Steve is the vineyard manager, and Scott Hilliker, who interned with the winery while finalizing his education in oenology and viticulture, eventually became the full-time winemaker.
The 65-acre property retains its original six-acre vineyard and features six different grape varietals, including Itasca musca elvin, seyval blanc, cayuga, vidal blanc and riesling. The all-white varietals are used mostly for blending grapes into sweeter styles of wines, while other varietals are sourced either locally or from out west.
Along with a state-of-the-art production facility, Carroll-Weaver told The Grapevine Magazine that there are two main event spaces. The Treehouse Private Event Space was the original tasting room and is available for parties of up to 40, while the Vintner’s Loft Tasting Room has a capacity of up to 100 guests. Guests can self-cater their events or choose from a pre-approved list of caterers who are experienced and familiar with the winery. Distinct types and styles of seating are also available for reservation and tastings around the property. Each offers its own style, design, and amenities, including outdoor pondside seating, covered decking seating, indoor seating, or a private outdoor pavilion space with an adjacent firepit.
“We design and present all of our spaces to enable and promote socialization among guests”, said Carroll-Weaver. “We also provide a small kitchen for catering use. It is a limited space, and although we don’t use it ourselves to offer food, it is a good space that allows caterers to prepare fresh food for guests or for our winery events.”
“We like hosting monthly wine and food pairing events, but we also host themed or month-specific events,” she said. “They generally sell out quickly. Our wine and soup pairing and our wine and chili pairing are popular. And then we’ll do seasonal pairings like a wine and chocolate pairing in February, a wine and cupcake pairing for Mother’s Day or even free hot dogs for the fourth of July.”
Carroll-Weaver continued, “On some Friday nights that we stay open a little later, we do wine and bingo nights, and I think we’ll be getting more into wine and trivia nights. We’re always thinking of different things to do here because our hours are limited, and we don’t offer music. We like being an activity-based winery. Our guests can have a good time with friends and family instead of sitting on their devices. It’s really heartening to see guests having an enjoyable time while their phones and electronic devices are put away.”
The Goods
“We offer the whole range of wines to suit every taste that comes through our doors,” said Carroll-Weaver. “Some visitors are surprised that we have such a great selection of non-sweet wines, but guests can choose chardonnay, sauvignon blanc, cabernet and merlot through our trademarked Tailgate (Tailgate red and white) and trademarked Nittany (Nittany Mountain red, white and blush) wines to our selection of fruit and dessert wines.”
“We have 25 varieties in all, including a peach-flavored wine, a blueberry wine, a popular, locally sourced apple wine and a red raspberry sangria,” she said. “Our Tailgate red and Nittany selections are popular because they grab the attention of those looking to get something local from State College. Those are usually our best sellers, but our port sells well too, although it has limited production.”
Seek Growth Within Your Niche
“We like where we’re at as a family-owned winery and really don’t plan any major changes for the future,” said Carroll-Weaver. “This is such a competitive market right now that we want to stay in our niche, mostly a daytime winery, with quality wine and great events. We feel lucky to have relatively little or no turnover in our staff. We get compliments about them all the time. Our staff are generally either retired or in their second career, get along very well and are truly knowledgeable. Additionally, they like to serve our guests and have fun, ensuring they have a good time and experience the things and wines they like.”
Carroll-Weaver also shared, “We have a great winemaker who has been with us since his internship, and our location is unique. We do want to promote our event spaces because we see that business as a future growth area. We’re not looking to build a huge wedding venue and get into the venue business. We have hosted smaller weddings and events and are fine with that. We are more suited for bridal and baby showers, birthdays, retirement parties and those types of things. We are also listed in a tasting trail in Centre County consisting of 15 wineries, breweries, distilleries and meaderies, and we consistently hear about our quality wines served by knowledgeable and fun staff.”
“When you visit Mount Nittany Vineyard and Winery, you’ll experience great wine from a professionally trained winemaker in a really picturesque and pretty environment, especially in the summer,” said Carroll-Weaver. “You can’t beat our views here in the summer.”
For information, hours, reservations, or questions, contact Mount Nittany Vineyard and Winery:
In the ever-evolving world of wine, tasting rooms have long been sacred spaces for sampling vintages and educating consumers about winemaking. But recently, the definition of what belongs in a tasting room has expanded beyond the conventional pour. Enter the world of alternative beverages—non-alcoholic wines, wine-based cocktails like Frosé, and low-alcohol spritzers. These trends are carving out significant space, appealing to younger generations, health-conscious consumers, and a broader range of visitors.
The rise of alternative beverages in tasting rooms isn’t just a fleeting fad—it’s a response to shifting consumer preferences and lifestyle trends. The question now isn’t whether tasting rooms should adapt to these new offerings, but how they can complement the core identity of wine while capturing the attention of a broader audience.
Changing Consumer Preferences
Several studies have shown that modern consumers, particularly Millennials and Gen Z, are more inclined toward moderation in alcohol consumption. According to NielsenIQ’s 2022 report, the non-alcoholic beer, wine, and spirits market grew by more than 20% in a single year, reflecting a growing demand for alternatives. This shift is due to increased focus on health and wellness, but it’s also about balance and variety. Younger consumers are seeking experiences that offer the same sophistication as traditional wines without the alcohol.
Interestingly, most affluent Millennials and Gen Zers live in urban areas. A Statista report found that 88% of Millennials live in metropolitan regions, making trips to wine country a sensory vacation from city life. For many, it’s about more than the wine—nature, sunshine, and quality time with family and friends are just as much part of the appeal. This shift is influencing how wineries engage visitors who might not come solely for the wine but for the full experience.
And speaking of family, this cohort is also more likely to incorporate family members—whether it’s kids or parents—into their travel plans. Offering a diverse range of beverages that can appeal to different tastes, and even non-drinkers, ensures that everyone feels included and catered to.
In an article by Forbes, Gen Z’s relationship with alcohol is described as different from previous generations. They drink less overall and are more likely to incorporate alcohol-free alternatives into their socializing. In response, many wineries are stepping up to meet this demand by expanding their tasting room offerings to include non-alcoholic wines and low-alcohol beverages.
For wineries, the introduction of alternative beverages is not just a way to capture a growing market—it’s also an opportunity to enhance their brand’s inclusivity. By offering non-alcoholic wines, wineries can create an environment that welcomes everyone, from designated drivers to individuals who abstain from alcohol for personal or health reasons.
Non-Alcoholic Wines or Food:A Growing Trend
One of the most intriguing shifts in tasting rooms is the rise of non-alcoholic wines. These wines are crafted using the same grapes and winemaking techniques as their alcoholic counterparts but go through a process of alcohol removal, resulting in a beverage that retains the flavor, aroma, and complexity of wine—without the buzz.
Non-alcoholic wines appeal to a growing segment of health-conscious consumers who still want to participate in the ritual of wine tasting without the after-effects. Brands like TÖST and Leitz have carved out a niche in this market by producing high-quality non-alcoholic sparkling wines that are often served in tasting rooms alongside traditional pours. Wine Enthusiast notes that many non-alcoholic wines today offer a level of sophistication that was previously absent from the category, making them a viable and even exciting option for wine lovers looking to cut back on alcohol.
The concept of pairing food with non-alcoholic wine is also gaining momentum, providing a full sensory experience for those who want to enjoy wine’s role in a meal without the alcohol. For wineries, offering non-alcoholic options means they can host guests for a more diverse range of events, from brunches to business lunches, where alcohol might not be appropriate.
Frosé and Wine Cocktails:Fun with a Twist
On the other end of the spectrum, wine-based cocktails like Frosé (a frozen rosé slushie) are injecting fun and innovation into tasting rooms. Initially popularized by rooftop lounges, Frosé has become a staple in wine country, offering visitors a refreshing, playful alternative to traditional tastings.
Wine cocktails allow wineries to appeal to a broader audience, particularly younger consumers who may prefer creative beverages over a standard pour. According to a Wine Market Council study, Millennials are more likely to gravitate toward cocktails over beer or wine, appreciating the versatility that mixed drinks offer.
Wineries that offer wine cocktails in their tasting rooms can elevate the experience by showcasing their wines in a new light. Rather than competing with traditional pours, these beverages complement the overall experience, giving visitors the chance to enjoy wine in a more casual, less structured format.
The beauty of wine cocktails lies in their adaptability. Whether served as a refreshing sip on a hot summer day or a festive option during the holidays, these drinks create opportunities for wineries to extend their offerings beyond the conventional. They also open the door to creative collaborations, with wineries working alongside mixologists to craft signature drinks that can be a unique selling point for their tasting rooms.
The Rise of Low-ABV Beverages
Another key player in the alternative beverage trend is the rise of low-alcohol-by-volume (ABV) wines and spritzers. These beverages, typically between 4-8% ABV, offer a lighter experience while still maintaining the essence of wine.
Low-ABV options are especially popular with consumers seeking balance—whether it’s enjoying a drink during a weekday lunch or sipping more than one glass without feeling the effects. These beverages are also appealing to those who want to be mindful of their alcohol intake while still enjoying the social and sensory experience of wine.
For wineries, serving low-ABV options in tasting rooms is an easy way to cater to diverse preferences and occasions. A light, refreshing spritzer might be the perfect option for a casual afternoon tasting, while a traditional pour can be reserved for the more serious wine connoisseur.
The Business Case for Alternative Beverages in Tasting Rooms
For wineries, the introduction of alternative beverages isn’t just about keeping up with trends—it’s a strategic business move. Expanding the menu to include non-alcoholic wines, wine cocktails, and low-ABV options allows wineries to attract a broader customer base. This inclusivity can lead to increased sales, more diverse event offerings, and greater customer retention.
Alternative beverages also give wineries a chance to get creative with their offerings. Signature drinks like Frosé or a curated non-alcoholic wine flight can differentiate a winery’s tasting room from the competition, creating a memorable experience for guests. And in the age of social media, these unique offerings are prime content for sharing, helping to amplify the winery’s brand.
A Silicon Valley Bank report on the wine industry emphasizes that customer loyalty is increasingly driven by memorable, personalized experiences. Offering alternative beverages opens the door to a broader demographic, allowing wineries to foster deeper connections with guests.
The Future of Tasting Rooms
As the wine industry evolves, so too must the tasting room experience. The inclusion of alternative beverages—whether non-alcoholic, low-ABV, or wine-based cocktails—offers wineries a way to stay relevant and appeal to today’s more diverse, health-conscious consumers.
The key is finding balance. Alternative beverages should enhance the tasting room experience, not replace the core focus of showcasing the craftsmanship of winemaking. By integrating these new trends alongside traditional offerings, wineries can create a dynamic environment that appeals to everyone—from wine lovers to those who are simply there for the atmosphere.
In an industry driven by tradition, evolution is necessary to stay relevant. By embracing alternative beverages, wineries can ensure their tasting rooms remain welcoming spaces for all, while still honoring the artistry of winemaking.
By offering a range of alternative beverages, wineries can create a tasting room experience that resonates with a wider audience while staying true to their roots. After all, innovation and tradition can coexist, and alternative beverages are just the beginning of what’s possible.
Susan DeMatei founded WineGlass Marketing; the largest full-service, award-winning marketing firm focused on the wine industry. She is a certified Sommelier and Specialist in Wine, with degrees in Viticulture and Communications, an instructor at Napa Valley Community College, and is currently collaborating on two textbooks. Now in its 12th year, her agency offers domestic and international wineries assistance with all areas of strategy and execution. WineGlass Marketing is located in Napa, California, and can be reached at 707-927-3334 or wineglassmarketing.com.
In an era marked by bad economic news, changing consumer preferences, and health-conscious trends like “Dry January,” wineries face the challenge of surviving and thriving. The key to success in any competitive landscape revolves around pivoting strategies towards enhancing consumer experiences, leveraging the allure of hospitality, and emphasizing the quality of products.
This article explores how our winery has taken steps to attract individual consumers through targeted marketing strategies focusing on the warmth of hospitality and experiences and new approaches to wine education, mainly focusing on increasing foot traffic and club enhancements rather than solely relying on corporate sales.
Embracing the Essence of Hospitality
Wineries are uniquely positioned to offer more than just a product; they provide an experience, a memory. The first step in marketing and winning in this challenging environment is to transform the winery into a destination of choice for those seeking memorable experiences.
• Personalized Guest Experience: Customize visits based on guests’ preferences. Leverage data from booking systems or social media interactions to tailor wine tastings, tours, or educational sessions. Data can help personalize these encounters, suggesting wines based on previous choices or anticipated preferences. The more memorable the experience, the more likely the customer is to share it with others, prompting them to come and visit. In addition to the customary greeting with a smile, use someone’s name as often as possible, and always say thank you.
• Storytelling: Every winery has a story—from the conception of the business to the soils of the grapes to the glass of the final product. Stories are memorable and aid in connecting consumers with the winery. Use this narrative in marketing materials, tours, and tasting sessions to connect with visitors on an emotional level. Storytelling through social media, blogs, and in-person visits can transform a simple wine tasting into a cultural experience. Creating a special storytelling event for select groups of customers can also help with customer retention.
• Exceeding Expectations: Provide more than just a wine tasting and history of the winery. Does a guest mention a recent trip to Argentina? Bring an extra taste of your current release, Malbec. Is a couple celebrating a wedding anniversary? A quick handwritten note congratulating them is an inexpensive and thoughtful way to create a memory and create a bond. Did the customer make a more significant purchase? A handwritten thank you note sent to their house the next day will do wonders for keeping those sales coming during more challenging times.
• Small, Intimate Event Hosting: Small, themed events like harvest festivals, wine blending workshops, or seasonal celebrations can create buzz. These events should focus on the sensory journey of wine, offering unique experiences like vineyard yoga, painting with wine, or culinary pairings with local chefs.
Highlighting Quality Products
In a market where consumers are more discerning than ever, quality is not just a selling point but a necessity.
• Quality Assurance: Regularly communicate the methods behind your winemaking, from sustainable vineyard practices to the nuances of aging processes. Transparency in production can build trust and loyalty.
• Limited Editions and Small Batches: Create excitement by offering limited-run wines. These wines can command a premium and instill a sense of exclusivity and urgency among consumers to visit and purchase.
• Awards and Recognition: Use any accolades or ratings from wine competitions prominently in marketing materials. External validations of quality often sway consumers.
Driving Foot Traffic
To get people through the door, wineries must employ innovative marketing strategies beyond traditional advertising.
• Loyalty Programs: Implement programs that reward repeat visits with benefits like discounts, exclusive tastings, or members-only events. These can foster a community around the brand.
• Collaborations with Local Businesses: Partner with local artisans, food producers, or tourism boards to cross-promote. These partnerships increase visibility and embed the winery into the local culture and economy.
• Social Media Engagement: Use platforms like Instagram, TikTok, and Pinterest to showcase the winery’s lifestyle, from behind-the-scenes vineyard work to luxurious tasting room setups. Engage with followers through contests, live sessions, or user-generated content campaigns.
• Influencer Partnerships: Collaborate with micro-influencers in the food and travel space who can authentically share their experiences at the winery, reaching niche audiences with genuine endorsements.
• Build Community: Host socials of different club levels or other segments of your wine club. Allow members to build and foster friendships within your winery.
Handling Dry January
Dry January presents a unique challenge, yet it’s an opportunity for wineries to showcase versatility and social responsibility.
• Non-Alcoholic Offerings: Introduce or highlight non-alcoholic wines, wine-based mocktails, or gourmet non-alcoholic beverages. This can cater to those participating in Dry January and attract health-conscious consumers throughout the year.
• Educational Workshops: Instead of focusing solely on consumption, offer workshops on wine appreciation without the need for tasting, such as wine history, grape varieties, or the art of wine and food pairing theory.
• Promote the Culture: Use this month to promote the broader culture of wine. Host book clubs, art exhibitions, or music nights in the winery setting, emphasizing the venue’s ambiance rather than the alcohol.
• Responsible Marketing: Ensure all communications during Dry January support the initiative by highlighting responsible drinking, the benefits of a break from alcohol, and the winery’s commitment to health and wellness. This can enhance the winery’s reputation for social responsibility.
• Special Events for Post-January: Create anticipation by announcing special events for February or a “Welcome Back” wine tasting for those who participated in Dry January, celebrating their return with a special touch or discount.
In Summary:
Marketing to individual consumers in the current wine market necessitates a blend of traditional hospitality with modern marketing techniques. By focusing on creating memorable experiences, underlining the quality of wines, and actively engaging with the community through various touchpoints, wineries can attract more visitors and build a loyal customer base. Rather than being seen as a downturn, the approach to Dry January can be an innovative period to broaden appeal and demonstrate social responsibility. In this way, wineries can navigate market challenges not just by selling wine but by selling an experience, a story, and a lifestyle, ensuring they remain vibrant and inviting destinations all year round.
This year I was invited to do a presentation at the Southern Interior Horticultural Show in Penticton, British Columbia (Canada). The growers in British Columbia are experiencing problems due to diseases and need to replant their vineyards. I was so glad that my audience was interested in plant health and procuring material that is not infected with pathogens (disease causing agents). There are so many articles and books that focus on planting a new vineyard. These describe soil preparation, setting up irrigation, trellis systems, etc. but rarely focus on plant health. The best way to avoid disease in a vineyard is prevention. It is known that diseased plants are more susceptible to environmental stress such as heat, cold, drought. Further, once infected vines are planted, it is too late to fix the problem. In this article, I will describe guidelines and best practices to assure that the vineyard planting material is healthy and remains healthy during its lifetime.
Available Nursery Material
In the spring. Nurseries are busy grafting the cuttings of rootstock and scion varieties that were collected in the winter. Most nurseries in California propagate and grow material from the California Certification and Registration (R&C) program. This R&C program was revised in 2010 to include testing for specific pathogens (mainly viruses and Xylella fastidiosa, the causal agent of Pierce’s disease). After the discovery of Grapevine red blotch virus (GRBV), the regulations were revised once more in 2016 to include the exclusion of this detrimental virus in the certification program. Canadian growers procure plants from the Canadian Certification program but also purchase plants from California nurseries.
Some growers and winemakers already have a favorite nursery they have worked with and have had good success with the planting material. Others may had had a bad experience and likely will avoid working with that nursery. In every case, it is important to develop a good working relationship with the nursery that will produce the grafted vines to be purchased. Prior to placing an order, there is important information to request from the nursery that will help determine the quality and health of the plants they produce.
Most growers will be interested in purchasing certified grafted vines as they have an extra level of assurance (the foundation mother blocks are tested regularly for certain pathogens). However, growers must be aware that grapevine plants are still being propagated in nurseries from the old California R&C program (material from the early 1980s Since many diseases are transmitted and spread in the vineyard you can expect that the older the block the higher the chances of being infected with one or more pathogens!). It is also important to know when was the nursery increase block planted. As starting in 2017, the new U. C. Davis foundation block was found to be progressively infected with GRBV to the point that it had to be abandoned and replaced with plants grown in greenhouses.
Even if the nursery propagates material from the certification program you should ask if the nursery has a disease testing and sanitation plan. The nursery personnel can provide their quality assurance protocol. Questions to ask include the following: how old are the mother blocks? how many vines are tested in each block? Does the nursery perform random testing or do they have a plan and test all vines on a rotation basis? Which pathogens are tested for, how often, and why do they not test for others? Do they test single vines or composites of many vines? What do they do when a composite sample tests positive for a detrimental virus (i.e., Grapevine leafroll, fanleaf, or red blotch)? Would they allow you or your consultant to take samples of the varieties or clones of interest and base your purchase on the laboratory results? The answers to these questions will reflect the seriousness of the nursery operation and give some idea of the overall health of the increase blocks and nursery rows. In addition, I strongly recommend to request reports of the analyzed vines to learn about testing schedules and health history of the nursery’s increase blocks. If the reports are not clear, talk to the nursery personnel or a plant pathologist to help you understand the testing schedule and/or results. It is important to visit the grafting and propagation facilities to perform your own inspection. Finaly, inspecting the plant material and performing a random test prior to delivery and planting will avoid planting material infected with trunk disease causing fungi and Allorhizobium vitis (previously known as Agrobacterium vitis, the causal agent of grapevine crown gall). If you do not have the required knowledge to understand what to look for, I recommend you hire an expert who can help.
Testing Requirements of Plant Material
To increase the assurance of freedom of disease, representative samples from blocks of the rootstock and scion material should collected and submitted to a testing laboratory to determine their health status. If the vines are field finished (i.e., not potted), testing after growing in the nursery rows or after cold storage is recommended to assure freedom of disease-causing agents. Is it possible to develop a testing plan depending on the number of vines to be produced, either by testing individual mother plants or using statistical sampling. The more samples that are submitted for testing, the better confidence in results.
The grower may decide to propagate and graft material from their own or a neighbor’s vineyard. This choice can be based on early performance of the specific variety or clone in the winery. However, caution must be taken to assure that the field selection is not infected with detrimental pathogens. A field selection that performs well in one vineyard may not perform the same way in a newly planted vineyard. For example, it is known that some pathogens may not display symptoms until a stress factor is present. Also, some varieties display more symptoms when grafted to a specific rootstock. In summary, regardless of where the plants originate, it is a good practice to test the mother vines for the presence of pathogens.
Prevention of Infection inthe Newly Planted Vineyard
Procuring certified and/or disease-free tested vines, is just the start. The newly planted vines have the potential to become infected during their life span. This is especially possible if a diseased vineyard block was removed and replaced with “clean planting stock” or nearby blocks are infected with a virus that is able to spread (e.g., some Grapevine leafroll associated virus species are transmitted by mealybugs; Grapevine fanleaf virus is specifically transmitted by nematodes).
The new blocks and adjacent vineyards should be monitored for insect vectors and/or suspicious symptoms. It is always a good idea to determine the cause for suspicious symptoms as viruses and other pathogens can spread from adjacent vineyards. The knowledge of a positive finding of a virus that is transmissible and the presence of the insect that transmits it will turn on a warning sign. For example: Grapevine leafroll associated virus-3 or other related Ampeloviruses (GLRaV-1, or -4) and the mealybugs that can transmit these viruses should alert the vineyard manager of a disease prevention strategy that will help avoid the spread of these viruses. I have observed instances in which a vineyard owner removes (and replaces with tested vines) only half of the infected vineyard block to avoid production losses.
A new vineyard planted with vines infected with Allorhizobium vitis (cluse up)
The other half of the infected vines are removed after the newly planted vineyard block starts to produce grapes. This is not recommended. In these cases, I have seen that by the time the infected older plants are removed, the newer plants have become infected with the same pathogens that were present in the original block.
Some important fungal and bacterial pathogens are soil-born and can be transmitted to the new planting after the infected vines were removed. But it is also possible to bring these pathogens with the new planting material. In many cases, a simple visual inspection can indicate that the planting material is infected with A. vitis. Either way, with no symptoms present, sophisticated tests are available to test the vineyard soil and planting material to allow the grower to make informed decisions on planting and disease management.
Conclusions
In summary, new vineyard development is a critical task that should be taken seriously. My recommendation is not to hurry. Do not just purchase the only material left at the nursery or propagate your next-door neighbor’s budwood because you made last minute decisions. Take the time to make sure that the planting material will meet the quality standards that will produce the best grapes for optimal wine or table production. You probably heard me say many times that the only way to avoid disease in the vineyard is to prevent the introduction of harmful pathogens.
By far the most efficient way of pathogen introduction in a vineyard is by planting material that is already infected (one infected mother plant can produce 200-300 infected daughter plants!). Currently there is no cure for graft-transmissible diseases once established in the vineyard. This urges you to apply special care when selecting planting material prior to developing a new block. With these simple guidelines, it is my hope that you will develop a vineyard that will be healthy and productive.
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.
