Category: Archived Articles

Raising the pH of Wines by Easy De-acidification Trials

Cyndi
man in lab with test tube and wine glass

By: Thomas J. Payette, Winemaking Consultant

In the previous issue of The Grapevine Magazine the topic of lowering the pH was reviewed.  This issue will cover the reverse situation winemakers may encounter in the cellar with wines that are too acidic or with pH’s too low.  These are critical choices for the winemaker to make with the proper balance and style of wine anticipated to be made.  Following the trials below will help the winemaker review, in the lab first, lowering the acidity to achieve the proper acid palate structure and chemistry.  Finesse must be used at this decision making process time using both the lab and the wineglass.  Keep in mind this trial and mechanism may best be suited for wines from grape base and may not apply to fruit wines.

Trials in the Lab

The lab is the first place the winemaker should turn to experiment with small batches of wine to make a winemaking addition decision.  This will give nearly concrete evidence from the lab as well as tasting trials to determine the appropriate amount and kind of de-acification tool(s) to use in each individual instance of a wine.

When?

The acid and pH of a wine should be addressed as early on in the winemaking process as possible.  Often this decision is predicted just before harvest from previously collected data, from vineyard grape berry samples, and made at harvest on the crush pad or just after fermentation.

Why and Where?

The reason we do trials is to experiment with refinement and correction of a juice or wine.  Always work in small quantities, in the lab, with a sample so one does not potentially create a larger “issue”, in the cellar.  Trials can be tested and tasted to see what the results would or will have been if the addition was made to the actual tank or vessel of juice/wine.  This eliminates guesswork and unnecessarily shooting from the hip of which many winemakers can find themselves guilty of during critical times.

Tools Needed

•   Scales that measure in grams preferably to a tenth of a gram

•   (4) – 600 milliliter beakers or larger for mixing

•   (1) – 500 milliliter graduated cylinder

•   Roughly a 100.0 gram lab sample of Potassium Bicarbonate  (KHCO3)

•   Roughly a 100.0 gram lab sample of Calcium Carbonate   (CaCO3)

•   (5) – 375 milliliter wine bottles with T-tops or plastic screw caps (preferred)

•   Magnetic Stir plate with stir bars and retriever for the stir bars.

•   Representative sample(s) of each wine to be worked with (2.5 liters)

•   Clean wineglasses

•   Watch glasses to cover each wine glass.

•   Spit cup

•   Other testing equipment to answer other lab questions if needed.

•   Sharpie™ pen or pencil for marking beakers.

•   95% ethanol to remove Sharpie™ pen marks off glassware.

How?

  Start with something simple where results can be easily determined with the wineglass to give the confidence needed to build upon this procedure.  An example of this may be an acid reduction trial for pH lowering and/or palate modification.  Let’s go over this process.

1.  Start with an ample quantity of wine to work with in the lab – perhaps just over 2.5 liters of a representative sample from a wine vessel to be reviewed.

2.  Label the 375 milliliters bottles noted above to reflect their contents as noted below.  Be sure to include a control by filling one bottle with a portion of the sample collected in step #1 and label it control.

3.  Label one beaker 0.5 grams per liter KHCO3 (Potassium bicarbonate) and another beaker 1.0 gram per liter KHCO3.

4.  Label another pair of beakers to represent the CaCO3(Calcium Carbonate) rates of 0.5 grams per liter and 1.0 gram per liter. { See caution below}

5.  Using the 500 milliliter graduated cylinder divide the wine into the four – 500 milliliters labeled beakers that were just labeled.

6.  Accurately weigh 0.25 grams of KHCO3 and fully dissolve in the 500 milliliters labeled appropriately.  Use the stir bar and plate for this process. ( 0.5 grams per liter )

7.  Accurately weigh 0.50 grams of KHCO3 and fully dissolve that quantity in the beaker that represents that rate.  ( 1.0 gram per liter )

8.  Repeat the same process above using the CaCO3 additions and place them in the beakers.

9.  Allow the beakers to settle and set (loosely covered) after the reactions have fully taken place and all the products have dissolved or finished their action.  There may be some gassing.

10.Once the reactions are complete (two hours roughly depending on the wine and room temperature) transfer the mixed samples into their respective labeled 375 milliliter wine bottles and about 50 milliliters into a small wine glass.

11.Degas and run chemistries on the remaining sample left over (roughly 65 milliliters) measuring pH and TA readings at a minimum.  Include the chemistry of the control.

12.Place the wine bottle samples off to the side to be tasted in a week to 10 days.  [Placing them in a refrigerator may also help precipitate tartrates giving the tasters a better indication of the final acidity after cold stabilization.]

13.After the week to ten days : re-taste and retest the chemistries to further help make the final decision on what action to take or furthering trials in the lab for better refinement.

14.Be sure to record all data and tasting notes in the lab so they can be used as a reference for future trials on the same wine or for predictions on other wines to have trails performed.  Each wine does behave differently; however, so always do trials.

Set up the Tasting Trial a Week to Ten Days Later

1.  Pour about 50 milliliters or a quantity one desires to smell and taste, of the control wine prepared in step #2 above, into a wine glass and place it to the left hand area of the tasting glass orientation.  (It is a common practice industry standard to always taste against a control from left to right.)

2.  Pour the trials to be tasted, made in steps 6,7 and 8 above, in the wineglasses to the right of the control.  Mark their contents and perhaps place the two lower additions closer to the control and the larger rate additions to the far right.

3.  Add to this flight any wines from past vintages you may want to review or any other blind samples from other producers you may care to use as a benchmark.  Only do this step if needed.  Mark their contents.

4.  Taste and smell each wine several times.  Go through the flight and detect what wine/juice may best match or improve the desired style one is trying to achieve.  Review the chemistry data generated in step 13 above while tasting the trials.

5.  Select the best match and leave the room for 1 to 2 hours so your palate may return to equilibrium.

6.  Return and re-taste to confirm your previous decision with a fresh palate.

  If chemistries should play an important role be certain to run a necessary panel of lab test to ascertain the proper numbers are achieved.  One may need to balance taste, flavor and chemistry to make some of these choices.  Have all the data necessary available to make those choices.  

Calculation:

  Let’s take the above trial as the example.  If we dissolved 0.5 gram of KHCO3 into 500 milliliters of wine we now have 1 gram per liter equivalent.  If this was the chosen amount we simply take the amount of wine, in liters, and multiply that by one.  This will represent the amount of KHCO3, in grams, to be added to the tank of wine.  Dividing the grams by 454 will give the number of pounds if your cellar has scales that measure in pounds. 

Action in the cellar

  This is often the simple part.  Using the above KHCO3 addition as an example, weigh the desired amount of KHCO3 in a bucket or appropriate container.  Start mixing the wine and start slowly adding the product.  Be sure to make note how full the tank is and to make sure that gassing may not be an issue.  Continue to mix until the addition is fully integrated based on your knowledge of your tank size and/or pump speed and then select a sample from the sample valve for tasting, a pH and titratable acidity analysis.   This will confirm the task was achieved and on target to the lab results.

  Some winemakers, especially when using CaCO3, will split the wine volumes and treat only a portion of the wine with the full amount of the CaCO3 and then blend the two wines back together after the reaction has taken place. This could be roughly a 50-50 split.  Potentially less chalkiness is detected and the pH shift may be advantageously less.

Spicing it up!

  Once the first set of trials is mastered one may build on to the next step projecting out what one may want to do with the juice or wine.  This could eventually, and perhaps should, build out to treating large enough samples that one could cold and protein stabilize the wine in the lab, filter to the projected desired micron size and taste with a panel.

  Recall there are other ways to reduce total acid when making wine.  Be sure to keep malo-lactic in your tool box as an option to review.  Some yeast also reduce malic acid and amelioration (not a first choice mind you) can be explored.  Blending can also be used to make a resulting wine with reduced acid.

Double checking the results

  From experience, one can get so creative in a lab it can be difficult to trace exactly how one arrived at a certain desired concoction.  Copious notes should be taken throughout the complete process in the lab.  Given a tank of juice or wine can often equate to hundreds of thousands of dollars or more it may be prudent to run the selected trial a second time, and compare, to confirm any addition rates before performing the final action in the cellar.

Summary

  Given time and experimentation with this system many pH-raising trials with additions will become easy and systematic.  Trials will often take less time to prepare and one may taste at several points during the day.

Other helpful tips

  Caution: Using CaCO3 may result in excess calcium and the potential for calcium tartrates to form.  Be sure to monitor this since these tartrates do not react the same as potassium-bi-tartrates.  There is no affordable way to test a calcium excess instability known at this time.

  Make sure the wine samples are not too cold, during the lab additions, since this may slow the reaction and delay the gassing off that may occur making the 375 bottles, after filling, popping their corks or T-tops. [If use screw caps leave them slightly loose to gas off]  Make sure the reactions are complete before filling the 375’s.

  Makes sure all solids are dissolved and dispersed equally into any solution.

  When a wines pH is raised it may lower the amount of free SO2 available in that wine.  Be sure to monitor the free SO2 very closely after performing a de-acidification.

  Winemakers may also be able to blend two trials in 50% to 50% solutions to get an example of a trial in the middle without having to make one up specifically to match the amount desired.  An example may be blending the 0.5 gram per liter with a 1.0 gram per liter to understand what a 0.75 gram per liter addition may result.

  Always remember your palate may become desensitized while tasting and to step away from tasting for an hour or two and then return to taste ones preference.  You may be shocked you had become used to certain levels because of tasting such extremes.

  Keep in mind not to over scrutinize your accuracy in the laboratory.  By this I mean make sure that if we measure something very exactly in the laboratory make sure this action will be able to be replicated outside the lab in the cellar.  It is not uncommon, early on, for winemakers to get extremely exact in the lab only to step into the cellar with sloppy control over what they had just experimented with.

  Best of luck, take your time and be sure to review all angles before taking action in the cellar.  That is what trials are all about!

References: 

Amerine, M.A., Berg, H.W., Cruess,W.V. 1972. The Technology of Wine Making

Dharmadhikari, M.R., Wilker, K.L. 2001. Micro Vinification.

Zoecklein, B.W., Fugelsang, K.C., Gump, B.H., and Nury, F.S. 1999. Wine Analysis and Production

White Tail Run Winery: Award-Winning Wine & Kansas Family Farm

Cyndi
exterior of White Tail Run Winery's tasting room building

By: Gerald Dlubala

With a name like White Tail Run Winery and Vineyard, you would expect this small boutique winery to have a noticeable connection to, and maybe even affection for, white-tail deer. For the Fuller family, the connection is there, but the term affection may not be accurate.

  “Our first year, we planted 1800 vines, not realizing that a herd of deer would eat them down to the ground nearly right in front of our eyes”, said Christy Fuller-Flyntz, co-owner of White Tail Run Winery and Vineyard in Edgerton, Kansas. “But they did. So even though we started in 2003, that little learning experience put us behind a couple of years from our original production plan, postponing our first harvest until 2008. The economy was not the best then, and it seemed that no one was buying grapes, and if they were, it was at such a low price per pound, we felt as if we were giving them away.”

  That’s when Christy’s father, Dan Fuller Sr., decided to make a semi-sweet seyval and enter it into an amateur wine competition to see if they could make good wine from their Kansas farm. The wine was not only good; it won a bronze medal.

  “So here we are,” said Christy. “Winery and vineyard owners with an eight-foot-tall deer fence around 10 of our 40 acres, and Great Pyrenees farm dogs who may or may not decide to help control other hungry intruders like the raccoon and turkey.”

  Fuller Sr. had lived on site for almost 50 years before planting the vineyard, using it as a family farm and pasture.

  “Growing up, we always had animals,” said Christy. “We had cows, pigs, chickens, horses, you name it. It was the traditional, whole farm setting. A vineyard wasn’t even a twinkle in my dad’s eye, but he always made his own beer and wine as a hobby. When he retired, he had a hard time doing nothing. He was so used to always working with the land that he decided to plant a vineyard, thinking it would only be six months of work, and then he could travel and enjoy his retirement the rest of the year. Yes, we all laughed, too.”

  White Tail Run Winery and Vineyard can be considered an estate winery, where the wine production from start to finish is done on-site and is under the control of the winery owners. They began with five varietals before settling on their main three: lacrosse, chambourcin and seyval. The Fuller’s farm is 40 acres, with five of those presently dedicated to being used as a vineyard.

  Depending on normal uncontrollable conditions that all farms must face, including the drought that hit Kansas this past year, Christy said they average about 15,000 to 17,000 bottles annually. When their vineyard doesn’t sustain that volume, they sometimes buy grapes from other Kansas vineyards. If they have to go further, they look to Missouri vineyards since they are in the same region.

Tastings, Flights & White Tail Run Wines On-the-Go

  “We built our tasting room as a log cabin,” said Christy. “We are very much a boutique winery, and our guests describe it as homey and welcoming. When you first walk in, you’ll see our tasting bar, where we’ll talk with you about our wine flights. We offer 22 different wines in total, including our ready-to-drink sangrias. Your flight allows you to sample up to six of those 22 choices, and each person can customize their flight depending on what they like, dislike or are interested in sampling.”

  “We have seating both inside and outside, and while guests choose where they would like to sit, we’ll pre-pour those flights to order and bring them to your table,” she said. “Tastings are self-paced, with no one to rush you through. We’ll come back occasionally to answer any questions you have about any of the samples. Then, if you want, you can buy a glass or bottle to enjoy here or a bottle to take home. Guests are welcome to stay as long as they wish. We also offer locally made cheese and summer sausage that pair perfectly with our wines. The cheese is from Alma Creamery, which uses all Kansas dairy, and the sausage is from JET Produce and Meats in Leavenworth. Our fruit wines are made with produce from local orchards as well. We found that local produce makes the best wines.”

  The Fullers know that because they are a rural Kansas winery, sometimes it’s hard to get people to look at them. Christy tells The Grapevine that wine drinkers can have preconceived expectations that Kansas wines, especially the fruit wines, may be of lesser quality or too sweet for their tastes.

  “That’s the fun part,” said Christy. “We have to get their attention and let them know that their preconceptions about our wines may not be accurate, especially our fruit wines. We aren’t big on sweet wines ourselves, so those we make are nowhere near, in taste or form, any of the usual Midwest sweet wine offerings. Those that do try them are pleasantly surprised and like them.”

  To get that exposure, Christy says that they go to festivals and markets to provide potential customers the opportunity to try White Tail Run wines. Sometimes, as an additional attention grabber, they’ll attach an eye-catching name to one of their wines, like their Buck Naked Red or Frisky Fawn White.

  “Dan fought us over the Buck Naked label for quite some time,” said Christy. “But you know what? Sometimes, when you’re working in the vineyard in 99-degree temperatures with high humidity, all you want is a cold beer or two, so while sitting around and thinking about this new wine we fermented with a different yeast, we thought it would be funny to maybe name it Buck Naked. Of course, our dad was shocked that we would consider that. He thought no one would buy something like that. But here we are, and whether because of the name or because it’s a really good wine, it’s become one of our best sellers”.

  “We also possess a catering license, which allows us to provide off-site tasting rooms on the go for other local events,” she said. “For example, if a boutique or spa would like a local vendor to come in and sell wine or beer for their customers while there, we can do that. It’s been a great way to meet new people and build new relationships with people that normally might not travel out to us. We are 35 minutes south of KC, and for many urban dwellers, that may be a little far to travel. These catering-type events allow us to bring our wine to them. It’s a great way to expand our reach and meet and make new customers. We also try to have a good rotation of events here at our winery. We’re not within 10 miles of any major cities, so having events here that include other local vendors brings people in and helps support our local economy. As a woman owner, I try to feature majority-women-owned businesses that don’t already have an established storefront. We hope to get their products in front of new customers since many may not have that opportunity.”

Not Just Another Award-Winning Winery and Vineyard

  “Our on-site 18-hole disc golf course was recently ranked ninth in the world for winery disc golf courses,” said Christy. “After COVID, we took a step back as a business to see what we would do if something like that happened again. We decided to build this disc golf course because we thought people could at least get out and play disc golf if there were another shutdown. Even being ranked in the top ten, we want to improve and expand our disc golf course.”

  “We’d also love to expand our tasting room and enclose our outdoor pavilion for more room because that is a need we are experiencing,” she said. “We always look to expand our pop-up presence to meet more people and build those relationships. We are classified as a farm winery, which means that here in Kansas, we can self-distribute within the state. Our wines are in liquor stores from Topeka to Kansas City. That keeps us going through the winter months, when people may want to avoid traveling the gravel roads to get to our tasting room in person.”

Dealing with Challenges

  Christy recommends that before anyone starts a vineyard, they do all the research they can and get quality soil testing done by reputable organizations because, as she says, “soil is everything.” But most of all, it may be the ability to maintain patience and perseverance.

  “Without patience and perseverance, we would have never made it through the initial deer damage we sustained,” said Christy. “We have clay-rich soil that works well for us, but the initial damage from the deer when we were just starting out was hard and truly frustrating. We just have to remember that it’s part of being a farmer. And I’ll add that you should be prepared to work in the heat. Vineyards make their own climate, and it’s usually hot and dirty. Along with my brother Dan “Dusty” Fuller Jr. and one other part-time person, we manually tackle the pruning and outside work to keep the quality up.

Building Generational Habits and Qualities

  First and foremost, we are a proud family-owned and operated farm and winery,” said Christy. “Our children are developing a love for the land by growing and gardening on their own. They sell their produce and cut flowers at the farmers markets we attend, and we hope that instills in them a desire to continue the farm and winery for a third generation. That is our goal. They are learning a great work ethic and how to grow their own food while respecting the land and noticing how sustainability is important to us all. They’re also building social and communicative skills with customers. All of this is important and worth doing, and it gives them a leg up in the future.”

  White Tail Run Winery and Vineyard’s best seller is their original and most awarded offering, the seyval semi-sweet, followed equally by Buck Naked and Oaked Chambourcin.

  For more information or to contact White Tail Run Winery and Vineyard:

White Tail Run Winery and Vineyard

2327 N. 400th Rd.

Edgerton, KS 66021

(913) 893-4003

www.whitetailrunwinery.com

FAQs: Wine Industry Intellectual Property Protection

Cyndi
ntellectual property word cloud on digital tablet with a cup of coffee

For wineries, managing intellectual property (IP) is crucial to maintaining brand identity and protecting creative investments. While general IP principles apply across many sectors, wineries face unique challenges and opportunities.

  We have spoken to several wine industry leaders and compiled their most frequently asked questions regarding IP protection. This article provides answers regarding core IP types and effective management strategies that wineries should adopt.

What is intellectual property and why is intellectual property protection important for the success of my wine industry business?

  Intellectual property refers to valuable non-tangible assets. Even though these assets are non-tangible, they can be protected. There are several types of intellectual property:

•    Trademarks identify source through the use of symbols, names, or designs and distinguish the company’s products from those of competitors. For wineries, trademarks may include the name of the vineyard, logo designs, and even unique label features or bottle shapes. Properly registering trademarks is critical to enforce exclusive rights and prevent misuse by others. A trademarked name or logo allows consumers to associate the product with a specific winery’s quality and reputation, building loyalty over time.  Trademark protection keeps others from using similar marks that would cause consumer confusion.

•    Copyrights cover creative works such as website content, photography, and advertising material. Any unique content produced for the winery—from label artwork to promotional videos—can be protected by copyright. This protection is automatic upon creation, but formal registration strengthens the winery’s legal standing, making it easier to defend against infringement. Copyright protects against creative expression being copied by others without permission.

•    Patents protect useful inventions and may apply to novel winemaking processes or technologies. Although less common in winemaking, patents could cover novel fermentation techniques or vineyard management technologies. Patents provide exclusivity, ensuring the winery can control the use of its innovative methods.

•    Trade Secrets include confidential information such as proprietary blends, aging processes, and customer data. For trade secrets to retain their protected status, wineries must take reasonable steps to keep this information confidential, such as using non-disclosure agreements (NDAs) and limiting access to sensitive information.

What are some steps I can take to protect my brand and trademarks?

  A winery’s brand is often its most valuable asset, making trademark management a priority. A lot of effort goes into making high-quality wines and curating tasting experiences that customers will remember. When a consumer is facing a wall of wine at the wine store or an extensive wine list at a restaurant, you want these consumers to remember your wine and not confuse you with a competitor that may be piggy-backing on the reputation you have taken the time, effort, and expense to build. Here are best practices for wineries to consider:

•    Choose Distinctive and Protectable Names: Wineries should select unique, memorable, and legally protectable names. Trademarks fall into categories ranging from “fanciful” (completely made-up words) to “generic.” The less the mark naturally conveys about the product, the more protectable it is. Names like “Yellowtail” for wine are highly protectable because they bear no direct relation to aspects or qualities of the product.

•    Consider Trade Dress: Trade dress is a form of trademark protection and covers the distinctive visual appearance of products or packaging, such as wine labels and bottle designs. To be protectable, the trade dress must be unique to the winery and have come to be recognized by consumers through regular use. Distinctive bottle shapes or label layouts can qualify for trade dress protection, provided they are original and have developed a reputation in the market.

•    Monitor and Enforce Rights: Trademark protection requires ongoing vigilance. Wineries should regularly check for unauthorized use of their trademarks or similar marks that could confuse consumers. Enforcing rights may involve issuing cease-and-desist letters or, in severe cases, taking legal action.

•    Geographical Indications (GI), including AVAs: American Viticultural Areas (AVAs) and other geographical indicators are specific to wine-producing regions. To label a wine as originating from a GI, the grapes must come from that area. Napa Valley, for example, is a protected AVA, and only wines produced within this region can use the name legally.  Wine companies must be careful to confirm they are using any geographical indications properly.

Do I need to register my trademarks?

No, but there are advantages. These include:

•    Constructive Nationwide Use: If a business does not register a trademark, then it can only enforce the trademark in the geographic areas in which it actively uses the trademark. Registering a trademark grants the owner nationwide rights regardless of whether it uses its trademark nationally, though actual enforcement must wait for use in the geographic area where the infringement is taking place.

•    Presumption of Validity of Rights: Because registering a trademark involves an application and vetting process, after a registration is granted, there is a presumption that the owner’s rights to the trademark is valid. Although this presumption can be rebutted in litigation, it makes things more difficult for the opposing party. It can also make cease and desist letters more persuasive because the trademark owner is able to provide concrete proof of its trademark. 

•    Use of the ® Symbol: Although a business can use the ™ symbol without registering its trademark, the use of the ® symbol is reserved for trademark owners who have registered their trademark. The use of this symbol indicates to potential infringers that you have a trademark registration and can be a potential deterrent.

Does my U.S. registration protect me throughout the world?

  No, trademarks must be registered in each country in which you want to protect the mark. But there are some shortcuts. As an example, one registration covers the whole European Union. In certain cases, it is also possible to use a registration in one country as the basis for protection in a different country. The rules are different depending on the circumstances and the country.

What are some steps I can take to protect copyrightable material?

  Marketing content for wineries often includes unique visual and written material that benefits from copyright protection. Having clarity about who owns the copyright to different materials and how other can use this material can have substantial benefits for wine industry businesses.  For example, it can be the difference between being able to use a label for decades and profit over the built goodwill associated with it or having to pay to have a different label designed for new products because the designer, not the company, owned the rights, and then having to start building goodwill almost from scratch. It can also help wineries capitalize on the social media content of consumers, which is often free and very persuasive to other consumers. Here are several ways to manage these assets effectively:

•    Get Copyright Assignments From Contractors: Many wineries hire freelancers to create content, including label designs and websites. Without a copyright assignment, freelancers retain ownership of the work they produce. To avoid complications, wineries should require a written assignment transferring copyright ownership to the winery.

•    Register Copyrighted Works: While copyright protection is automatic, formal registration of key assets like photos, website content, and promotional videos provides a clear legal advantage in case of infringement. Registration enables wineries to seek statutory damages and attorney fees if they need to enforce their rights.

•    Get Authorization for Use of User-Generated Content: Many wineries encourage social media sharing by customers. However, they should ensure they have permission to use these posts in marketing campaigns by including terms of use that give the winery a license to repurpose customer photos or comments.

What are some steps I can take to protect my trade secrets?

  Trade secrets cover any confidential business information that gives a winery a competitive edge. This can include market research, proprietary viticultural and vinification research and practices, profit and loss information, and customers lists, in addition to many other things. To safeguard these valuable assets, wineries should:

•   Implement NDAs and Confidentiality Agreements:  Employees, contractors, and business partners who access sensitive information should sign confidentiality agreements. These legal tools restrict information sharing and set expectations about handling proprietary knowledge, from recipes to customer lists.

•   Limit Access to Sensitive Information: Only essential personnel should access trade secrets. Implementing access controls, such as password-protected systems or secure filing cabinets, can help maintain confidentiality.

•   Educate Staff on Trade Secret Policies: Employees must understand the importance of confidentiality and the specific measures implemented to protect trade secrets. This can be accomplished through regular training sessions that reinforce these practices.

  The wine industry often revolves around physical assets: acres of vineyards, tons of grapes, wine processing space, cases of wine, storage space. But the intellectual property that informs the physical products and often increase their quality and profit margins is also incredibly valuable.  Investing and protecting these intellectual property assets is crucial to long-term success in today’s wine industry.

About the Authors

  Nate A. Garhart is special counsel and MaryJo Lopez-Oneal is an associate in Farella Braun + Martel’s San Francisco office.

Fire Insurance Protection

Cyndi

Smoke Index (FIP-SI)

CALISTOGA, CA - SEPTEMBER 30: The Glass Fire burns near the Jericho Canyon Vineyard and Winery about a mile out of downtown Calistoga, Calif., on Wednesday, Sept. 30, 2020. (Jane Tyska/Digital First Media/East Bay Times via Getty Images)
CALISTOGA, CA – SEPTEMBER 30: The Glass Fire burns near the Jericho Canyon Vineyard and Winery about a mile out of downtown Calistoga, Calif., on Wednesday, Sept. 30, 2020.
(Jane Tyska/Digital First Media/East Bay Times via Getty Images)

By: Trevor Troyer – Agricultural Risk Management

You may have heard about the new optional endorsement to your grape crop insurance policy.  It’s called Fire Insurance Protection – Smoke Index or FIP-SI for short.  This does not replace your policy.  It is an additional endorsement or option that can be added to your policy.  This endorsement is currently only available in California.

  The 2020 wildfires had a huge impact on California’s wine production.  Vineyards and wineries had huge losses due to smoke taint from these fires.  Fire Insurance Protection – Smoke Index adds an additional layer of protection to vineyards impacted by these kinds of fires.

  If you are familiar with the Grape Crop Insurance policy you know that there is a deductible.  You are covering an average of your historical production per variety.   You can coverage an average of your production from 50% to 85%.  50% is cheaper and less likely to pay out and 85% is more expensive but you are more likely to have a claim paid.  In my opinion, the sweet spot is around 70% to 75% depending on the size of the vineyard. 

  If you had 75% coverage you would have a 25% production deductible.  In other words, you would have to lose over 25% of your crop to have a payable claim.  The first 25% is your deductible.  So, if you had 10 acres of Cabernet Sauvignon in Napa and your average tons per acre was 3 your average production would be 30 tons.  At the 75% level you would be covered for 22.5 tons and your deductible would be 7.5 tons.  I am not going to get into the value per ton as that changes from county to county and can be even higher if a grower has contracts with wineries.

Fire Insurance Protection – Smoke Index helps cover some of the deductible.  It’s additional coverage that sits on top of the policy.  Here is what it says in the USDA Risk Management Agency’s Fire Insurance Protection – Smoke Index Fact Sheet – “The Fired Insurance Protection-Smoke Index (FIP-SI) Endorsement covers a portion of the deductible of the Grape Crop Provisions when the insured county experiences a minimum number of Smoke Events as determined by the Federal Crop Insurance Corporation (FCIC) in accordance with the Smoke Index Data Provisions (SIDP) and identified in the actuarial documents.” 

  This endorsement is based on the prices per ton and the tons used in the underlying policy.  You cannot cover 100% of your average with crop insurance.  You can cover up to 95%, even though a policy may not have that high of coverage.  This is done with optional endorsements etc.  The FIP-SI covers the deductible portion up to 95%.  If you had 50% coverage on your grapes it would cover 45% of your deductible.  If you had 75% coverage the FIP-SI endorsement would cover 20% etc.

  You sign up for Fire Insurance Protection – Smoke Index by January 31st.  This is the Sales Closing Date for Grape Crop Insurance in California.  The insurance period for FIP-SI begins on June 1st and ends on November 10th. You do not need to report your acres separately as it uses the underlying policies acres.

Here is the Cause of Loss from the 25-FIP-SI Endorsement: 

Cause of Loss

(a) This Endorsement provides protection for Smoke Events that meet the County Loss Trigger when the minimum number of Smoke Events occur in the county as identified in the actuarial documents. Triggered counties will be determined after the end of the Insurance Period.

(b) Individual vineyard yields are not considered under this Endorsement. It is possible that your individual vineyard may experience reduced yield(s) and you do not receive an indemnity under this Endorsement.

(c) The notice provisions in section 14(b) of the Basic Provisions do not apply to this Endorsement.

(d) Once published, FCIC’s determination in section 8(a) is final and is a matter of general applicability, presumed to be accurate, and will not be changed. 

  So, you may not have any damage to your vineyard or grapes but still get paid.  This is based on your County.  No adjuster is required on this. You are not required to file a Notice of Loss with your crop insurance agent.

  The USDA Risk Management Agency uses NOAA’s Hazard Mapping System’s (HMS) data for calculating Smoke Events and the Smoke Index.  You can find more information on this at www.ospo.noaa.gov/Products/land/hms.html.

  Premiums will vary with amount of coverage you choose.  Prices per ton, averages and acres all change the premium as well.  There is a separate administrative fee charged for the FIP-SI endorsement as well. 

  This is a risk management tool that can help vineyards throughout the state recoup losses due to smoke events. 

Trevor Troyer

Agricultural Risk Management

ttroyer@agriskmgmt.com

toll free: 888-319-1627

Fatten the Offer: Further Your Reach Through Strategic Partnerships

Cyndi
gears with words strategic and partnership

In the increasingly competitive world of wine, producers are continually seeking new ways to expand their awareness with media, trade and consumers. One of the most effective strategies that wineries can use to broaden their presence is through partnerships with other wineries that have a common thread. Through collaboration, wineries can leverage new opportunities, strengthen their offer and build a better rapport with journalists who constantly try to stay impartial.

Media Roundtables

  Whether virtual or in-person, intimate roundtables with top tier media is a really good way to connect with writers and get your wine in front of the right people. Less is more is the motto. While filling a room with 300 people might seem productive, it often isn’t since organizers end up inviting random people who will not bolster your brand (an Instagram story of your wine label does not move the needle).

  An effective way to sweeten your offer to journalists and trade is to partner with another winery that shares a common thread with you. For example, you could organize a seminar on U.S. domestic Petit Manseng and partner with wineries across the U.S. who produce this grape at the same or better quality level than you. This engages writers because they will get to taste a few versions of the grape from different producers, and when they publish their piece, each winery will be included. While this does not result in a solo feature of your brand, it creates an engaging story that helps consumers and trade understand the category as a whole through the lens of your winery. Journalists (at least the best ones) also love to stay impartial and by partnering with several wineries, it helps them convince their editors to approved the story.

  These events are integral to building a winery’s reputation and attracting new customers. Partnering with another winery for a joint tasting event offers an excellent opportunity to showcase each other’s products to a wider audience. Such collaborations can also involve local festivals, wine fairs, or even private events where wineries share a booth or organize a group tasting.

  One of the big reasons Argentina was able to grow so quickly in quality and recognition over the course of 20 years (whereas places like Burgundy took hundreds) was through collaboration. Sure, there’s competition between the wineries in terms of sales and route to market, but the energy within the domestic industry is one of sharing technology, space in the media market and discussions on how to advance the region in global markets. Roundtable discussions in the U.S. market with a panel of Argentinean producers was one of the big ways they were able to do that.

  Partnerships could also take the form of press trips. It helps reduce cost and bring people to your vineyards. For example, you could have two wineries in Virginia band together and organize a trip and split the work. First, find the common thread between both producers and conduct outreach to get media and/or sommeliers to the wineries and develop an engaging itinerary. It is intriguing for media to have the ability to learn from two or more producers and come back to their table with a story to tell.

  Other strategic partnerships don’t have to include partnering with a wine producer. For example, in 2024 the McBride Sisters Collection partnering with Colgate Optic White in a very successful campaign. For $50, the Central California and New Zealand producer sold their red blend with Optic White Overnight Whitening Pens. It was a smart way to promote the wine but also touch upon a big worry for some people: wine stained teeth! This gets to a new audience without the high costs typically associated with traditional advertising.

  Similarly, wineries can collaborate with local hotels, resorts, or tourism companies to offer package deals, such as weekend stays that include winery tours and tastings. These partnerships expose the wineries to tourists and out-of-town visitors who may not have otherwise been aware of them. By associating their brand with other quality local businesses, wineries can increase their credibility and attract customers who are already engaged with other aspects of the local economy.

Conclusion

  In an industry that relies heavily on brand recognition and customer loyalty, winery partnerships can be an effective way to expand reach, enhance brand awareness, and drive growth with editors. Whether through co-branding initiatives, collaborative events, distribution deals, or digital campaigns, the opportunities for wineries to work together are plentiful and can result in significant benefits for all parties involved. By forming partnerships with other wineries, wineries not only increase their exposure but also contribute to a broader sense of community within the wine industry, which ultimately benefits everyone from the producer to the consumer.

Fungal Trunk Diseases, Description, Prevention, Management & Diagnosis

Cyndi

Symptoms of decline and cankers in grapevines of Seimatosporium species, a fungal pathogen

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

Grapevine trunk diseases occur worldwide and are caused by bacterial, fungal pathogens, or a combination of both. Trunk disease fungal pathogens can be airborne and soilborne.  These pathogens not only affect grapevines but other fruit and tree species and can be found colonizing the orchard or vineyard soil.   Grapevine stock material can be infected with important pathogens which makes it important to test and inspect nursery material for their presence prior to planting.

  This article will focus on the description of common grapevine trunk diseases caused fungal pathogens, their causal agents, and best prevention and management practices. 

Description of Main Fungal Trunk Diseases

Petri Disease, Young Vine Decline, Esca:  The disease in young vines, known as young vine decline or Petri disease, is caused by species of Cadophora, Phaeoacremonium, and Phaeomoniella.  In older vines, the same fungal pathogens can cause Esca disease.  Wood symptoms include brown gummosis, pitting, or streaks and typical foliar discoloration known as tiger stripes.  The disease is chronic when vines express a gradual decline of symptoms over time, or acute when the vines decline and die within a few days.  These acute symptoms are known as the apoplectic stage of the disease. It is not uncommon during the apoplectic stage of the disease to see dead vines carrying mummified grape bunches. I have inspected vineyards that had  their vines decline and die within the week of the appearance of symptoms.

Canker Diseases:  Various pathogens can cause canker symptoms, large discolored areas in trunk and cordon in the vineyard. Bot-canker or dead arm disease is caused by different species in the Botryosphaeriaceae family.   The most severe Bot-canker species is Lasidiplodia theobromae, while weaker symptoms are caused by Diplodia species.   Eutypa dieback is caused by different species in the Diatrypaceae family.  The most common species is Eutypa lata, but species of Criptovalsa, Diatrypella, and Eutypella can also cause canker disease in grapevines.  In my lab we characterized Seimatosporium species as a fungal pathogen that causes decline and cankers in grapevines (see Photo), but within the same fungal family Pestalotoipsis and Truncatella  have been reported to cause disease in grapevines.  Another canker pathogen is Diaporthe (also known as Phomopsis).  The canker symptoms observed in the sections of affected cordons or trunks in grapevines have similar symptoms but may be caused by unrelated fungal species with different life cycles and mode of infections.

Black Foot Disease:  Species of Campylocarpon, Cylindrocladiella, Dactylonectria, and Ilyonectria (previously known as Cylindrocarpon spp.) are the causal agents of this complex disease.   These fungi are soil-born and most active on compact soils with poor drainage.  Above ground, the symptoms of black foot disease can be indistinguishable from the decline symptoms described above for young vine decline or Pierce’s disease (caused by the bacteria Xylella fastidiosa). 

Sudden Vine Collapse Syndrome:  Due to the vegetative propagation of grapevine plants coupled with grafting and pruning activities, it is common to find diverse fungal and viral species infecting the same vines.  Vines affected with the Sudden Vine Collapse Syndrome have been found to be infected with fungal pathogens and Grapevine leafroll-3 (GLRV-3) and Vitiviruses.  These vines are known to die within a short period of time after symptom development.  In my opinion, the symptoms of this syndrome are not different from the apoplectic stage of Esca.  However, not always the same fungal pathogens are found associated with the syndrome.  In my lab, we have found a combination of Esca pathogens combined with Botryosphaeriaceae species, GLRV-3 and Grapevine virus F (a Vitivirus).  In some cases, additionally we have found Basidiomycete (fungi that produce mushrooms as fruiting bodies) species associated with the symptomatic vines.  Academic researchers who have studied this syndrome concur that it is caused by a combination of viral and fungal pathogens (not always the same usual suspects!).  In my experience working with pathogens that affect grapevine, the presence of various viruses and fungal species in the same vine is a common and they work synergistically to affect the health of the vines in the vineyard.

Root Rot Diseases:  Species of Armillaria mellea (Oak root fungus), Phytophthora, and Verticillium are soilborne fungal species capable of causing decline and rots in the vineyard.  Just as described above for black foot disease, these pathogens strive in compact soils with poor drainage.

Disease Prevention and Diagnosis:  The best management and disease control measure available is to prevent the introduction of pathogens in the vineyard.  Because of the complexity of infection, none of the US-certification programs exclude trunk disease pathogens.  Therefore, propagation material is likely to be infected with various fungal pathogens.  As a first step, it is important to inspect the quality of the planting material (graft union integrity, lack of galling, absence of streaking or pitting).  A laboratory is best suited to provide specifics of the fungal pathogens present in a plant or soil sample.  Fungal pathogens can be cultured and isolated in specialized media.  However, even when using selective media, microorganisms are known to compete among each other.  A fungal species that grows faster will expand over others that grow slower, making the identification of certain fungal pathogens difficult.  In these instances, the diagnosis will be biased or the laboratory may not be able to report the disease causal agent unless sophisticated molecular methods are used. In some cases, the identification of the fungal taxonomic family (i.e., species of the Diatripaceae or Botryosphaeriaceae) isolated from a canker may be sufficient to decipher the cause of the problem.  In my lab we developed methods to isolate DNA from these cultures and obtain a precise sequence to determine the identity of a fungal species.  Recently, some commercial laboratories had started offering plant and soil testing using the next generations sequencing (NGS) technology also known as high throughput sequencing (HTS).  This is a powerful method that allows a laboratory to detect any organism present in a sample. When NGS is applied, the complete sequence of the plant genetic material and its microbiome can be obtained.  During preparation of the sample, it is possible to “enrich” the sequences of pathogens of specific interest.   For example, the lab may amplify only fungal sequences prior to NGS, increasing the sensitivity of the assay.  The data obtained is processed with software that analyzes the microorganism’s (beneficial or pathogenic) sequences present in the sample.  The method can provide relative quantitative data, generally expressed in percentages, of each microorganism found.

Disease Management and Control:  The implementation of appropriate sanitation measures at the nursery is most needed to produce high quality planting grapevine material.  It is known that one infected vine can produce between 100 -200 vines each year, potentially producing a significant number of infected grafted plants.  The use of hot water treatment (HWT) consists of soaking the plant material in hot water (122F = 50C) for 30 minutes at the nursery.   In spite of the treatment reducing the population of fungal pathogens in the propagated vines, there are mix reports on the effect of the HWT on bud mortality.  Reports in warmer winegrowing regions (e.g., Spain) have shown a lower effect on bud mortality compared to HWT in cool climate regions (e.g., Australia).  

  Many of the fungal pathogens that cause disease in grapevines are endophytic, meaning that they can live in the vine without causing disease.  However, the same fungal species can become pathogenic during stress situations (lack of water, heat wave, etc.).  Furthermore, because fungal pathogens cannot be completely eliminated in the vineyard once introduced, it is important to apply the best management practices available once planted at the vineyard.   I recommend inspecting the mother vines and planting material to judge the quality of planting material.  The high-quality planting material must be grown in well prepared and drained soil, at the correct season.  Ultimately (and always!) the best practices in the vineyard must be applied (i.e., enough water, nutrients, etc.). 

  It is known that the effect of grapevine fungal pathogens increases as the vineyard ages because its fungal population continues to multiply yearly.  Therefore, growers must adopt management and control measurements as soon as the vines are planted in order to prevent and minimize the propagation and dispersal of fungal pathogens.

  Management at the vineyard should include trained personnel for pruning activities.  In areas where the rainy season coincides with the pruning season it is recommended to prune as late as possible prior to bud break. Pruning late has the advantage that the produced wounds will heal faster, as the vines become active in the spring.  Additionally, most fungal spores would have been depleted and unavailable to start a new infection, the later the pruning activity starts.   If the vineyard size is extensive and does not allow workers to complete the activities before bud break, the double pruning method is recommended. This consists of  pre-pruning the vines as soon as the dormant season starts, leaving canes of 1-2 feet long.  In the late winter or early spring, pruning would be completed by leaving the desired number of buds per spur. The freshly produced wounds should always be protected using fungicides or a sealant such as Safecoat VitiSeal.  I prefer the latter product because it provides a protective layer that does not allow the fungal spores to enter, does not affect beneficial fungi, and allows wound healing .  During pruning it is important to avoid producing large wounds, cutting near the trunk, or pruning after long periods of rain.  Finally, it is important to remove the vine residues in the vineyard floor as this would be a source of inoculum to start new infections.

  Economic studies performed by Dr. Kendra Baumgartner and colleagues (USDA at the University of California in Davis) has shown that preventative methods (late pruning, double pruning, and pruning wound protectants) are sustainable only if applied before symptoms appear in the vineyard.  Adopting these methods in older vines will not recover the cost of the treatments.

  A more drastic disease management practice includes vine re-training also known as remedial surgery.  The procedure consists of training a new shoot from the base of the trunk to replace the old decayed vine trunk or cordons.  The technique can help gain some years of production but will not cure the vines from the disease as likely the pathogens are already established in the vine.  When replacing vines, the grower must understand that many fungal pathogens can survive in remaining portions of the roots and soil, therefore new vines that are planted (even if free of bacterial or fungal pathogens) can become infected over time even if the vine roots are completely removed from the vineyard.

  Other methods that have been reported for the management of fungal diseases include planting white mustard (Sinapsis alba) plants as cover crops that act as a biofumigant and the use of biological control agents such as Trichoderma species, and mycorrhizal fungi.

Conclusions:  Due to the nature of fungal infections in the vineyard and surrounding areas, following precise management practices in the vineyard is the most important step in preventing disease development. Similar to viral and bacterial infections, fungal diseases are complex, as mixed infections are common and can exacerbate the symptoms in the vineyard. Consulting with a knowledgeable plant pathologist can help assess the potential of disease development based on the presence certain fungal species. The application of early and efficient diagnoses will help reduce the infection levels of propagation and planting material, consequently avoiding disease onset in the 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 the vineyard.   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.

Why U.S. Wine Labels Leave Consumers in the Dark

Cyndi
three black wine bottles with blank lables

By Greg Martellotto

As an Italian Wine Ambassador and a winemaker, I’ve had the privilege of immersing myself in the world of wine from both sides of the glass. While the complexities of terroir and the delicate art of winemaking have captivated me for years, a growing concern has emerged: the glaring lack of transparency in the U.S. wine industry. It’s a subject that not only perplexes but frustrates me as both a producer and consumer of wine.

While Americans have become increasingly conscious of the ingredients in their food and beverages, wine—a product enjoyed by millions across the country—remains shrouded in mystery. Unlike most other consumables, wine in the United States escapes the rigorous scrutiny of nutrition and ingredient labeling. This lack of transparency is not only puzzling but also problematic in an age where consumers demand to know what they’re putting into their bodies. With every other product, from packaged snacks to soft drinks, offering detailed breakdowns of ingredients and nutrition facts, the wine industry stands out as a notable exception. It’s time we ask: why is wine treated differently?

The Opaque Reality of U.S. Wine Labels

To truly understand the issue, we need to consider the labeling regulations—or lack thereof—that govern wine in the United States. Current U.S. regulations primarily focus on alcohol content, producer information, and origin, leaving out crucial details such as ingredients, additives, and nutritional information. This is in stark contrast to the global trend toward transparency, particularly in Europe, where wine labels often provide comprehensive nutritional and ingredient information.

The European Union, for example, has recently moved toward implementing mandatory ingredient and calorie labeling for wine. Consumers in the EU can expect to see labels indicating the use of preservatives, stabilizers, added sugars, and other additives. This trend is not just limited to wine but applies across the food and beverage sector, reflecting a broader consumer demand for transparency and informed choice.

In the U.S., however, wine labeling remains woefully outdated. Consumers are often unaware of the dozens of additives that could be present in their wine—ranging from sulfur dioxide, which is used as a preservative, to Mega Purple, a concentrated grape juice used to enhance color and sweetness. These additives are legal and commonly used in winemaking, yet most consumers have no idea they exist, let alone how they might affect their health.

Hidden Ingredients in Plain Sight

Wine is a natural product at its core: grapes are harvested, crushed, fermented, and aged to create the drink we love. But winemaking, especially at the industrial scale, can involve a variety of processes and additives that are far removed from the idyllic image of grapes ripening under the sun. Additives such as fining agents, preservatives, flavor enhancers, and colorants can all be used to achieve a desired taste, texture, or appearance. In some cases, additional sugar is added to adjust the sweetness of a wine, while acids might be used to alter its pH level.

One of the most glaring omissions on U.S. wine labels is the amount of sugar in the wine. While consumers are increasingly aware of sugar content in other beverages, many wines, including those marketed as “dry,” can contain significant amounts of residual and added sugars. These sugars can contribute to the flavor profile, but for consumers trying to watch their sugar intake, this lack of information can be problematic. When consumers think they are choosing a dry wine with little to no sugar, they may be unwittingly consuming sugar that has been added to balance flavors or boost sweetness.

This issue of hidden sugars is compounded by the lack of clarity about other additives. Many consumers would likely be surprised to learn that certain mass-produced wines contain additives like artificial coloring agents, flavor enhancers, and clarifying agents like egg whites or gelatin. Some of these additives can trigger allergies or intolerances, yet without ingredient labeling, consumers are left in the dark.

I had sent Napa Cabernet for independent testing, marketed as “dry,” contained 10g/L residual sugar–information the winery deemed proprietary. This raises transparency concerns, especially with “American wine” requiring just 75% U.S. grapes and Napa Cabernet needing only 75% Cabernet Sauvignon. Grocery stores and large producers exploit these loose regulations, leaving consumers in the dark about the contents of their bottles.

The Case for Transparency

Why does this lack of transparency persist in the U.S. wine industry? The answer is multi-faceted, involving a combination of industry resistance, historical precedent, and regulatory inertia. The wine industry has long argued that listing ingredients on labels would complicate the winemaking process and confuse consumers. There is also a concern that ingredient labeling could expose the use of additives, which might deter consumers who prefer a more natural product. However, these arguments overlook a growing trend: consumers want transparency and are capable of understanding it.

The U.S. Food and Drug Administration (FDA) requires nutritional labeling for almost all packaged food and drink products, yet wine remains under the jurisdiction of the Alcohol and Tobacco Tax and Trade Bureau (TTB), which has less stringent requirements. This bifurcation in regulatory oversight is a key reason why wine labeling standards have lagged behind other industries. While the TTB enforces rules related to alcohol content and certain health warnings, it does not mandate the same level of ingredient disclosure required for non-alcoholic beverages.

The European Union’s recent push for ingredient and calorie labeling offers a compelling case study. There, winemakers are embracing the move toward transparency, recognizing that it can build trust with consumers. Far from confusing the marketplace, these new labels are empowering consumers to make informed decisions based on their dietary needs and preferences. For producers who prioritize quality and sustainability, these labels offer an opportunity to differentiate their products in a crowded market.

Consumers are increasingly drawn to wines that are organic, biodynamic, or made with minimal intervention, and transparent labeling can help highlight these qualities.

The Benefits of Transparency

As a winemaker, I understand the importance of building trust with my customers. For me, transparency is not just a regulatory obligation; it’s a philosophy. When I craft my wines, I strive to use the highest quality grapes and minimal intervention. I believe consumers deserve to know exactly what goes into their bottle. This is why I’ve always been open about my practices, even without a legal requirement to do so.

Transparency in labeling could offer a range of benefits, both for consumers and the industry at large. For consumers, it would allow for informed decision-making. People with dietary restrictions, allergies, or simply a desire to consume fewer additives could choose wines that align with their preferences.

Nutritional information, particularly calorie counts and sugar content, would also help consumers make more informed choices about their alcohol consumption. In an age where consumers can instantly access information about virtually anything via their smartphones, the lack of detailed labeling on wine bottles feels increasingly out of step with the times. For the wine industry, transparency could foster innovation and differentiation. Winemakers who prioritize quality, sustainability, and minimal intervention would have the opportunity to showcase their products to a discerning consumer base. As consumers become more aware of the contents of their wine, they will naturally gravitate towards brands that align with their values. This could encourage more producers to adopt sustainable practices and reduce the use of unnecessary additives.

Moreover, transparency could help dispel some of the misconceptions about wine. For years, the wine industry has been hampered by conflicting studies about the health impacts of wine consumption. By providing clear, consistent information about what is in the bottle, the industry could contribute to a more nuanced understanding of wine’s role in a healthy diet. Consumers who are concerned about sugar, additives, or alcohol content would have the information they need to make choices that align with their health goals.

The Road Ahead

Implementing mandatory nutrition and ingredient labeling for wine in the U.S. will undoubtedly require adjustments from the industry. Producers will need to invest in new labeling systems and, in some cases, reformulate their wines to reduce the use of additives. However, the potential benefits far outweigh the challenges. By embracing transparency, the wine industry can build trust with consumers, foster innovation, and elevate the entire sector.

The time has come for the U.S. to catch up with the rest of the world. Mandatory nutrition and ingredient labeling for wine is not just a matter of consumer rights; it’s also an opportunity to elevate the industry. Let’s uncork transparency and usher in a new era of consumer trust in the U.S. wine industry.

Greg Martellotto is a winemaker, Italian Wine Ambassador, and the founder of Big Hammer Wines.

A Generational Guide to Customer Journeys and Shopping Habits

Cyndi

 By: Susan DeMatei – founder of WineGlass Marketing

Let’s be real—every generation shops differently. Boomers? They’re all about the in-store treasure hunt, but Gen Z and Millennials are navigating their purchase journeys with the ease of a swipe. In a world where everything’s one click away, that in-person experience better bring something extraordinary to the table if you want to capture their attention.

How Each Generation Shops

  According to DigiMarCon, you’re leaving money on the table if you focus only on driving sales through the tasting room. Boomers prioritize price and quality, while Gen Z and Millennials want more—think influencer recommendations, charitable connections, and community engagement. It’s not just about the product anymore; it’s about the vibe around it.

Chart showing what factors are a part of your purchase decision top 8

  When it comes to what influences purchasing decisions, each generation has its own quirks. Boomers, ever-practical, still base their choices mostly on price and quality. But our younger friends, Gen Z, and Millennials are adding more layers to the decision-making process, with charitable donations and influencer recommendations creeping up as key factors. They’re showing us that shopping isn’t just about the product anymore—it’s about the impact, community, and vibe around it.

  Ethical transparency? That’s a win across the board. Interestingly, across all age groups, ethical considerations are gaining traction. Gen Z and Millennials especially want to know where their dollars are going—whether it’s helping the planet or supporting a good cause. People are looking at how brands treat their employees, their environmental policies, and whether they have an active, engaged community. It’s clear that brands who are transparent and ethical have an edge in today’s market. After all, why not buy from a company that makes you feel good about your purchase, right?

  Bottom line? People are buying with their hearts and wallets these days.

Where Do Consumers Find Products?

  The research highlights key differences in where consumers from different generations go to discover products. Given that Gen Z and Millennials are digital natives, social media, search, and YouTube ads are key for reaching them, while Gen X and Boomers tend to favor TV, search, and retail (in person).

chart showing where do consumers discover products

  It’s all about meeting people where they are. For Gen Z and Millennials, that’s online, but Gen X and Boomers still like their TV and in-store browsing even if they’re starting to make that digital shift. And when it comes to making that purchase? Boomers are still team “in-store,” while the younger crew leans toward Amazon, websites, and even social media shops.

  All generations still buy products at a store. However, the research indicates that the preference for in-store purchasing decreases significantly with age. As we would suspect, buying online from retailers and directly from a brand’s website is also high on the list of preferences when it comes to shopping.

It is An Omnichannel World

  As the wine industry pivots from Boomers to younger generations, having an omnichannel strategy is essential. Gen X and Millennials are bouncing between tasting rooms and online shopping like it’s second nature. Does your marketing reflect that?

Gen Z Shopping Habits:  This crew is glued to their phones—social media and digital discovery are king. TikTok, Instagram, and YouTube are their top platforms. Brands that take a stance on social issues get major brownie points with 50% of Gen Z, so don’t be afraid to get vocal.

Millennial Shopping Habits:  Millennials aren’t too far off from Gen Z. They’re plugged into social media, internet searches, and YouTube ads. But they’re especially passionate about companies taking a stand on social issues like climate change, income inequality, and LGBTQ+ rights. If your brand’s values align with theirs, you’re golden.

Gen X Shopping Habits:  Gen X prefers a blend of search, social media, and in-store shopping to discover new products. With 90% using social media, Facebook, YouTube, and Instagram are their top platforms. When it comes to social issues, they’re divided—40% believe companies should take a stance, while another 40% think they should remain neutral, leaving 20% undecided.

Boomer Shopping Habits:  Boomers primarily shop through TV ads, internet search, and retail stores, with minimal engagement on social media—only 20% have discovered products there recently. Most Boomers believe companies should avoid taking a stand on social or personal issues, which rarely influence their purchase decisions.

Seamless Experiences Are Critical

  People aren’t just looking for a great deal. They’re increasingly prioritizing seamlessness experiences. Everyone, regardless of age, is looking for that seamless shopping experience. Your website should be mobile-friendly because over 70% of Gen Z, Millennials, and Gen X are discovering products on their phones. Slow, confusing, or hard-to-navigate experiences leave consumers dissatisfied and disgruntled.  Consumers now demand high-quality experiences that are connected, easy to use, convenient, and channel agnostic. As a result, brands that deliver convenience, ease, and connectivity will win over brands that don’t.

The Phone Rules

  The chart below, pulled from the DigiMarCon report, clearly shows the importance of optimizing your website for mobile. Close to 3:4 of everyone across 3 generations (Gen Z, Millennials, and Gen X) say they discover products on mobile. When was the last time you checked your brand’s website on your phone?

chart showing how do you prefer to purchase products

A Final Word

While the report does not specifically reference the wine industry, it has a lot of good data about overall shopping habits across generations. It is clear why tasting rooms were such a success with the Boomer generation.

  The wine industry may have thrived on Boomer loyalty, but we need to broaden our horizons to win over the next generation of wine lovers. To do this, we must ensure we meet our consumers where they are (not only where we want them to be) to successfully capture the generations who will fuel the wine industry for the next 40 years or so. Whether they’re tasting in the vineyard or adding bottles to their digital cart, make sure you’re there, ready to meet them where they’re at—because the future of wine is in their hands.

  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.

bottles of wine in a bar counter

Timely Reporting Changes to Operations is Essential

Cyndi
a line of different bottles of wine behind a counter

By: Brad Berkman and Louis Terminello, Greenspoon Marder

As likely every reader of this article knows, some type of federal and state permit(s) is required to engage in any aspect of the alcohol beverage industry. Suppliers of beverage alcohol, also known by the term of art, Industry Members, are required to hold either production permits and/or importer/wholesaler permits. For the purpose of this article and this publication, wineries, brand owners and distributors should be considered Industry Members, however, the discussion which follows is certainly applicable to virtually all licensees and/or permittees.

  The Alcohol Tax and Trade Bureau or TTB, part of the US Treasury Department is tasked with the administration and issuance of federal production permits (wineries, distilleries, breweries and importers), including wholesaler permits, while state alcohol regulatory agencies are tasked with the issuance of the state(s) level license equivalents, among other types of licensees (including vendors).

  Initial licensure can be a time-consuming process. Regulatory agencies, among other things, will look at certain operational aspects of the soon-to-be licensee/permittee as well as the qualifications and issues of impairment for the individual applicant. Many of the readers are likely familiar with the processes and procedures for initial licensure. What many Industry Members are unaware of, however, are the changes after initial licensure qualification that should or must be reported to the regulatory agencies. This article will focus on some of the important reporting requirements that affect licensure after initial qualification and related concerns.

Issues of Timing:  As a quick note, those changes which require reporting should be done so in a timely manner. Failure to report, whether at the state or federal level will be highly problematic.

As a general rule, at the Federal level, changes to the legally licensed entity must be reported within thirty (30) days from the date of change. All federally licensed Industry Members should take note of that thirty (30) day rule. If changes are not reported within that timeframe, federal licensure becomes null and void by operation of law. Continued operation in this instance is problematic and exposes the once licensed entity to administrative action and financial penalty if unlicensed operations continue.

Perhaps the most important area that required reporting, whether it be at the federal or state(s) level, is any change of ownership issues. Changes usually take two forms which are generally referred to as a change in control or change in proprietorship.

Change in Control:  As TTB defines this “a change in actual or legal control occurs when there are changes in stock ownership, LLC membership, or possibly major changes in the corporate officers or directors of a corporation.  Here, the legal entity which operated the business in the past continues to operate the business.  In other words, the same legal entity remains in existence and continues to operate the business in question. Only the shareholders or percentage of ownership amongst shareholders shifts amongst the existing shareholders. All changes of control must be reported to TTB.

  For wineries, TTB and Federal regulations require an amended application to Establish and Operate Winery be submitted within 30 days of the change of control, as mentioned above.

  As for Basic Permits, these are not transferable by reason of a change in control of the company. The Basic Permit will automatically terminate unless, within 30 days of the change, an application for a new Basic Permit is filed with TTB.  If an application is filed within the required 30-day period, the outstanding Basic Permit will remain in effect until TTB takes final action on the new application.

Change in Proprietorship:  A change in proprietorship occurs when there is a change in the entity that owns and operates the business.  It is synonymous with a change in ownership, or it may be due to a change of entity type. The entity which owned the business no longer operates or owns the operations at the designated location.

   In the change of proprietorship scenario, the new owner may continue to operate, if, within 30 days of the change, an application is filed for a new Basic Permit.  The outstanding Basic Permit will remain in effect until such time as TTB takes action and issues a new permit.

  If a change in proprietorship occurs prior to the filing and approval of the new winery registration or if the Basic Permit application is not filed within the required 30-day period, all regulated operations must stop until approval is granted by TTB.

  Clearly, from an operational perspective and at the federal level, untimely reporting will have a deleterious effect on operations. Advanced planning is essential.

State Licensing:  As with federal licensure, changes in control and/or changes in proprietorship must be reported to state regulatory authorities as well. Using the State of Florida as an example, where this writer resides, as a general rule, a change of proprietorship requires a new application process with original qualifications being made by the disclosed parties. The state will issue a new license to the new operator under this scenario.

  Changes in control, even of a de minimis nature must be reported on a proscribed form within a proscribed timeframe with each new directly interested party qualifying. Once again, using Florida as an example for illustration purposes, reports in a change of control must be submitted within 10 days from the date of change. The original underlying license remains in effect with the interested parties disclosed on the existing license.

  It is very important to note that state(s) reporting requirements vary significantly by state. Some states require reporting prior to the occurrence of any change, while others may do so after the change in control or proprietorship. A careful plan must be developed in advance of any change (for example new investors coming on board or in particular in the merger or acquisition setting). This general caveat applies to Industry Members and Vendors (retailers) alike. Further, some states reporting requirements after initial qualification are quite detailed (some might say, onerous). As a rule of thumb, plan, plan, plan in advance.

Other Considerations:  Although change in control and change of proprietorships are the two most common scenarios that require timely reporting, there are other areas for Industry Members, and in particular wineries, that must be reported. Though not wholly exhaustive, below is a list of operational changes, taken from TTB, that require reporting. The licensee should make specific inquiries with each state(s) regulatory agency for their reporting requirements.

•             Change in Premise Location

•             Change in Mailing Address

•             Add / Remove Signing Authority

•             Add / Remove Power of Attorney

•             Change in Business Name

•             Add/ Remove Variance or Alternate Method

•             Add / Remove Change in Alternation of Wine Premises

•             Add/Remove Wine Alternation of Proprietor

•             Add/Remove Trade Name

•             Add/Remove Non-Contiguous Extension of Wine Premises

•             Bond- Superseding/Strengthening/Adding/Terminating

•             Change in Bonded Wine Premises

•             Change in Winery Premises Location

•             Termination of Business

  This article leans heavily into the requirements for Industry Members as defined, with an emphasis on wineries. The reader should bear in mind that regardless of the tier of the industry it is operating in, it is virtually a certainty that reporting changes after initial qualification will be required. Proper planning and the execution of these reporting requirements, particularly in the larger M&A setting, is essential.

HOW TO: Maximize Tasting Room Sales Through Engaging Visual Content

Cyndi
woman smiling making heart sign with both hands sitting in front of a laptop and a half filled wine glass

By: Jake Ahles, Founder, Morel Creative

Did you know video content accounts for 85% of online consumer traffic? If you’re not utilizing video to showcase your tasting room, you’re leaving untapped opportunities on the table (pun intended). Not only that, but consumers are also995% more likely to remember a brand when the message is delivered via video.

  But visual content alone won’t get the job done. If it doesn’t form a cohesive, clear, consistent message that connects with your audience, it won’t resonate. In other words: your tasting room needs a visual content strategy. And, no, ‘posting on social media every day’ is not a strategy.

  Because the results may not be as direct, wineries and tasting rooms sometimes treat visual content as an afterthought, believing that a few random posts on social media will suffice. We call this a “spray and pray” approach and it unfortunately doesn’t drive the results brands desire. Treating visual content as a checkbox activity may feel productive. But posting content without a structure and vision dilutes your brand’s message and weakens its impact. A strategic approach does the opposite—it elevates, connects, and converts.

  For tasting rooms, a thoughtful visual content strategy can be a game-changer. A well-crafted visual strategy doesn’t just look good; it works. Wine brands with strong visual storytelling have better marketing results. They see more tasting room visits, larger wine orders, and greater customer loyalty.

The Four Cs: Crafting a Visual Content Strategy for Your Tasting Room

  There are four key principles to crafting an effective visual content strategy. I call them The Four Cs.

Using the following key ingredients we can create video and photo content that drives tangible ROI. Let’s take a look.

Cohesion: A cohesive visual content strategy takes into account all of your customers touch points. From your tasting room itself, to the packaging you ship your bottles in. From your merch to your social and online presence.

Clarity: Use your visual content strategy to clearly tell your story. It should show what makes your wines and, thus, your tasting room unique. Can your audience clearly articulate why they choose your wine over your competitors? We think of this as your differentiating factor, or Unique Selling Proposition (USP).

Consistency: Are you sharing your USP consistently across platforms and content? A consistently crafted USP is essential to building brand loyalty.

Connection: The most overlooked of the 4Cs. It’s the emotional bond your brand has with your audience. Wine is a product that people aspire to own. How does your wine brand and tasting room fulfill your audience’s dreams?

  You’re probably thinking: who has time to deal remember all of this? Well, that’s why a strategy is so important! Once in place, just follow the strategy. Review the results and iterate as you get feedback – what’s working, what’s missing the mark?

The Power of a Strategic Approach to Visual Content

  Instead of scattering posts on social media, imagine a content strategy that guides your ideal clients to your brand and turns them into fans. This strategy will align with your brand’s story and connect with your visitors’ emotions. By developing a thoughtful approach to content, tasting rooms can create memorable experiences that lead to increased reservations and sales and still feed the social media algorithm.

Key Visual Content Strategies for Tasting Rooms

  As we’ve said, connecting your brand to your audience is key to a long-term, successful, visual content strategy.

  To do this, you want to build off the educational, engaging, and emotional facts that truly differentiate your brand in the market. The facts that help your customers achieve the aspirations they’re looking for in a wine experience. We call this the F.E.E.E.D. Framework.

  While each winery has its own unique story to tell, let’s detail an adaptable framework that can be customized to showcase your brand, authentically:

1.           Behind-the-Scenes Vineyard Tours: Use videos to show the vineyard’s beauty. Let customers experience the winemaking process, from vine to wine.

2.           Tasting Experience Time-Lapses: Use time-lapse videos to highlight a typical tasting experience, giving potential customers a preview of what to expect.

3.           Winemaker Interviews: Create emotional connections. Film short interviews with the winemakers. Show their passion and unique approach.

4.           Food Pairing Photography: Capture mouth-watering images of wine paired with gourmet dishes, which can inspire potential visitors to come and experience it firsthand.

5             .Seasonal Photo Series: Develop a photo series that showcases your vineyard through the seasons, highlighting its beauty year-round.

6.           Live Streaming Special Events: Stream your live events, like wine tastings or release parties. This will engage remote audiences and encourage future visits.

  Along with other tailored content engagements, these content types form a Cohesive content campaign encompassing each of the content types outlined above. We can start with winemakers in the field, prepping the vines through to harvest and bottling. We’ll intercut this with interviews, food pairings, content of special events, and a photo series. We’ll wrap up with a tasting experience that shows the connection between winemakers and guests. From this master campaign, which clarifies your wine business’s USP, you can spread various content pieces through your content calendar and on different platforms – from your newsletter to your blog, tasting room print outs to trade show collateral. This will ensure content consistency.

  Something I often hear from brands is that content creation can be expensive. I hear you. But the initial investment in professional visual content will produce significant returns over time by attracting more visitors, increasing social media engagement, and driving wine club sign-ups. This is how market leaders are made and legacy brands are formed.

  “Fine,” you say, “but who has the time?” A well-structured content strategy can be sustainable and iterative. A well-planned, scalable system can help your team be more efficient and effective. It should include content calendars and pillars. This way, your team can create content without getting overwhelmed.

Build a Sustainable, Scalable Visual Content System & Watch Your Tasting Room Flourish

  With a clear content strategy that focuses on engaging storytelling and consistent messaging, you can differentiate your tasting room from competitors and build a loyal customer base. A sustainable visual content system can help you stand out in a crowded market. It can do this through immersive videos, stunning photography, or interactive experiences.

  Plant your flag in the sand and make your tasting room a must-visit destination. Don’t let your tasting room blend in. Make it the destination for wine lovers. Take the first step toward transforming your tasting room experience through a cohesive, consistent, clear visual strategy that connects.