Category: Winery Info

You Can’t Market to Everyone

Cyndi

Why demographics still matter in wine

three generation of positive women smiling while looking at camera and hugging isolated on grey

By Susan DeMatei, Founder of WineGlass Marketing

At first glance, it may seem logical to take a broad approach to wine marketing—after all, shouldn’t the goal be to sell wine to anyone who’s willing to buy it? Not exactly.

  In practice, marketing to “everyone” is a fast track to appealing to no one. You water down your message, misfire your tactics, and wind up wasting both budget and energy trying to reach people who were never going to buy from you in the first place. Smart marketing is selective, not scattershot. And that’s where demographics come in.

  At their core, demographics are just the quantifiable details about your customers—things like age, gender, income, education, and marital status. But in the hands of a capable marketer, demographics become strategic tools. They help decode how different consumers make decisions, what cultural cues they respond to, and how best to approach them with offers they’ll actually care about.

  Wine, with all its history, nuance, and ritual, may be universally loved—but not uniformly understood. That’s why understanding the demographics of your audience is one of the most important investments a winery can make. Not in the abstract, but in the applied: how different generations buy, what they value, and how to speak their language.

Age Isn’t Just a Number-It’s a Strategy

  Among all demographic variables, age remains one of the most predictive indicators of consumer behavior in the wine space. Your 67-year-old customer and your 27-year-old customer may both enjoy Chardonnay—but the stories, channels, and experiences that led them to that bottle couldn’t be more different.

graph reflecting results of a 2023 benchmark segmentation stury of wine drinkers vs non-wine drinkers

  So how do you use this knowledge?

  You start by recognizing that each generation brings a unique set of preferences, priorities, and expectations to the table. These differences are shaped not just by age, but by shared cultural context—what technology they grew up with, how they were marketed to as teens, and how they define things like quality, authenticity, and value.

  Here’s a breakdown of how different generations engage with wine—and what your winery should do about it.

The Silent Generation (Born 1928–1945):

The Loyal Traditionalists

  While their presence in the market is shrinking, their loyalty is unwavering. The Silent Generation prefers reliability over novelty and is far more likely to value a long-standing relationship with a winery than to chase the latest release.

  They tend to gravitate toward established varietals, classic packaging, and consistent pricing. Most importantly, they still respond to print. Think newsletters, phone calls, and handwritten notes—not push notifications.

Action Step:  Reinforce value and familiarity. Printed materials, bundled discounts, and a personal touch go a long way.

Baby Boomers

(Born 1946–1964):

The Experience-Driven Collectors

  Boomers are the architects of modern wine culture in the U.S. They invented the wine tasting as vacation activity. They made critic scores a thing. They turned mailing lists into badge-worthy status symbols. For much of the past three decades, they were the ones buying the library vintages and signing up for vertical tastings with religious fervor.

But time changes habits. As they approach retirement, Boomers are buying less and moderating more. They still want quality and ritual—but they also want convenience and value.

Action Step:  Focus on smaller format options, curated selections, and loyalty programs that emphasize connection over exclusivity. They still appreciate prestige—but they now appreciate sensible pricing just as much.

Generation X

(Born 1965–1980):

The Forgotten Powerhouses

  Gen X is frequently left out of marketing conversations. This is a mistake.

Despite their smaller size, Gen Xers are in their peak earning years, and they value quality and reliability in their purchases. They’re skeptical by nature—raised in an era of economic uncertainty and cultural disillusionment—and they’re not easily swayed by flash or trend.

  They also exist at the intersection of analog and digital. They read emails and engage with apps. They’re on social media, but they also like printed tasting notes. They’re pragmatic, fiercely independent, and allergic to anything that feels like a sales gimmick.

Action Step:  Speak directly and respect their intelligence. Offer clear value, consistent product quality, and customer service that rewards loyalty without fluff. Combine digital convenience with occasional analog moments.

Millennials

(Born 1981–1996):

The Values-Driven Explorers

  Millennials are the largest consumer cohort in U.S. history, and they’ve been quietly reshaping wine culture for years. Where Boomers sought status, Millennials seek alignment. They care less about Robert Parker scores and more about soil health. They want transparency, flexibility, and values that match their own.

  They are also deeply influenced by visual storytelling. Experiences matter—but only if they’re worth posting. They prefer inclusive, approachable brands that make wine feel less like a secret society and more like a good party.

Action Step:  Show your work. Be transparent about sourcing and sustainability. Ditch the formality and engage authentically on digital platforms. Offer flexible wine club options and behind-the-scenes storytelling. And yes, your label design matters—don’t let it look like a Word doc from 2003.

Generation Z

(Born 1997–2012):

The Unfiltered Futurists

  Gen Z isn’t just digital-first—they’re digital-only. If your website isn’t optimized for mobile, if your online store takes more than five seconds to load, or if you’re still asking people to download PDFs to join your club… you’ve already lost them.

  This generation values fun, flexibility, and visual relevance. They will try your wine if it appears in a trending video. They will buy it if the branding makes them feel something. But they won’t stay loyal unless you earn it—every time.

  And they have no patience for old rules. They like slushies, canned wines, pet-nats, sweet reds, and anything that gets people together. They’re not here for tradition. They’re here for the moment.

Action Step:  Prioritize mobile, visual storytelling, and interaction. Think sampler drops over verticals. Think memes over mailing lists. Your wine club should feel like a community, not a contract.

A Note on the Underage (for Now): Generation Alpha

  Gen Alpha is still pre-legal-drinking-age, but they’re already influencing your customer base—through their Millennial parents. They’re the reason your tasting room has crayons and juice boxes now. And they’ll be of legal age by 2034.

  Smart wineries are thinking ahead: creating family-friendly experiences, building tech infrastructure, and embracing sustainability initiatives now—so when Gen Alpha gets here, you’re already fluent in their expectations.

In Summary:

Choose Your Audience Before You Choose Your Campaign

  Marketing to everyone is marketing to no one. Demographics, and particularly generational cohorts, give you a powerful filter for your strategy. They tell you who your audience is, where they’re most comfortable, what they care about, and how to speak to them in a way that resonates.

  So the next time someone says “our wine is for everyone,” feel free to politely disagree—and then ask them which generation actually signs the credit card slip.

P.S. This blog is based on decades of research, but we’ll never pretend it’s the final word. People are complex. Trends shift. If you’ve seen different behavior from your own customers or cracked the code on reaching Gen Z through interpretive dance and Instagram stickers, we’d love to hear it. Knowledge is meant to be shared—preferably over a glass of something interesting.

  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 13th 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.

The Heartbeat of the Tasting Room

Cyndi

Why wine education matters

By Rachel Brown, Thirsty Bandit

What makes a great tasting room great? Is it the decor? The view? The glassware? While these tangible items are great for stylistic enhancement of a tasting room, it’s the intangibles that go the distance: the community, the friendships, and the engagement that can only come from deep bonding and the craftsmanship of storytelling. At the root of all of it: wine education.

  Wine education is the pulse point and the heartbeat of the tasting room. It connects the bridge between the product and the experience, parceled prettily for guests that come into the tasting room. It takes casual, laid-back tasters to life-long fans and repeat customers. With so many tasting rooms sprouting up like wildflowers, the education-driven programs and intense staff training separates the extraordinary from the ordinary and keeps customers coming back for more.

  For me, storytelling is everything — the engagement, the connection, the real-life application. Even the most stunning tasting room can’t make up for a team that struggles to articulate the wines or connect with guests. Wine — its artistry, its beauty, its ever-changing nature — should become a kind of love language, a part of your genetic makeup. To truly inspire others, the wines must first become meaningful to the staff, woven into their lives as more than just products, but as personal staples worth sharing.

  This level of storytelling doesn’t come easily, I’ll admit. It takes a lot of time— not just being behind the tasting bar walking your team through the wines, but creating digestible materials for existing staff and new employees coming in. And not just on your wines either, but the wines of your region against the world. Vintage comparisons side-by-side, different barrels and their flavor profiles, blind tastings, roleplaying tasting room scenarios. These training tasks aren’t luxuries, they’re necessities. 

  While programs like WSET have their place and are invaluable certifications to attain, they aren’t wholly necessary for every tasting room. Really, it comes from creating a culture that makes asking questions okay. Fostering that open communication is imperative. Letting people learn and grow in the way that makes the most sense for them. For every staff member I’ve hired and trained, my first question is always: What’s your learning style?

  Being able to create educational programming is one thing but being able to apply it to everyone in a way that makes it stick for them is where I’ve found most of my success. Having multiple sources of information— training binders, educational videos, flash cards, quizzes and customer-based scenarios allow for every member of the team to receive a cohesive training program in a way that suits them best. 

  This level of training fosters both confidence and authority when speaking about your wines. The more knowledge and assurance we can equip staff with, the stronger and more seamless the guest experience becomes. It’s reflected in their dialogue, their ease during tastings, and their ability to handle questions that go beyond the standard portfolio — topics like vineyard management, barrel integration, and bottle ageability.

  When the basis of knowledge is applied, the focus shifts to the guests walking into the tasting room. Now, those within the industry can wax poetic about acid levels and PH and back blending, but for the guest coming into your tasting room— who may be a novice or a pro— those numbers and figures won’t mean the same as they will for the seasoned veterans.

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Rachel and Corey discuss the importance of staff training and development in winery tasting rooms, emphasizing the need to hire people with the right intangible qualities rather than solely focusing on wine experience.

This is where storytelling comes in. Teaching your guests about wine, adding context and information, but not overwhelming them. Real life application travels much farther than any of the technical jargon we study. In my experience, the first thirty seconds of interaction with a guest lets me know the level of information I need to provide. Body language cues are another one of those intangibles that staff needs to be able to pick up on. Some guests will want to know PH and soil composition. Some simply want to know how to hold their glass or what pairs best with their Friday night pizza night. Both of which are amazing pieces of information to know, by the way.

  My staff is trained to begin every tasting with two key questions: “Have you been here before?” and “What do you like to drink?” While simple, these prompts open the door to truly meaningful conversation—allowing us to share the winery’s story, discuss the region’s climate and terroir, and start building a personalized experience. From there, thoughtful follow-up questions naturally unfold: Are you looking for something more fruit-forward? Higher in acidity? A touch of sweetness? This subtle game of twenty questions helps narrow the focus, guiding your team toward two or three well-matched wine recommendations that are tailored to each guest’s palate.

  If your guest loves Riesling from the Rheinhessen in Germany, automatically the staff should be able to guide them to a wine on the portfolio, if you’re not currently offering one. If you are currently offering a Riesling, they should be able to do a quick compare and contrast based on what the guest likes to drink and how it either matches or differs from what you’re currently offering on your portfolio. 

  Often, guests don’t know how different regional nuances can be in wine. For example, Cabernet is not a one-size-fits all sort of wine. French Cabernet is vastly different from that coming out of Napa Valley. Without staff explanation, a guest may be set up for failure and disappointment if they try it expecting something else. It’s a missed opportunity to not only set the expectation early on, but it’s a level of hospitality that often goes missing in tasting rooms. Teach them about your area. Tell them who you are. What you stand for. All these puzzle pieces shape into the guest experience within the tasting room. 

  This is what we, as life-long wine lovers and educators, are here for. To give them the information they want, to make it fun, approachable, something they can take home and use in their everyday life. This is where education morphs into hospitality. It emboldens staff to move around their dialogue and use some key life phrases. For example, explaining tannins to someone who has never heard the term before. Making the comparison to steeped black tea or bitter dark chocolate puts a very real image— and often an experience— at the forefront of their mind. 

  The key is the invitation. To open the dialogue. To let the guest at the bar know that they can ask whatever they want— without fear of judgement or an eye roll. We all started somewhere. This openness, the willingness to take time, to answer their questions and make them comfortable takes a maybe standard experience and makes it remarkable. They know they’ll be welcomed and heard. This, to me, is the highest level of hospitality. What a thing it is to be a steward in someone else’s wine journey. What a privilege to foster the ‘light bulb’ moment of wine. 

  All these things blended together add up to a high-quality visit to your tasting room. Vision, education, ethos, and regionality are things that need to be learned. A guest may forget exactly what malolactic fermentation is, but they won’t forget the uniqueness of a grape that’s harvested at midnight on the shores of a nearby lake, or if the winemaker’s mother makes the bread used for their private tastings. Those details will stick with them long after their visit ends.

  As approachable as we can make wine, the better. The ‘pinky up’ stereotype permeates the wine world and often makes it so that inexperienced drinkers are terrified to dip their toe into the barrel. Staff training, educational documents, supporting videos, and customer roleplay set up any tasting room for success. Foster and nurture your staff. Encourage them to fold the wines in your portfolio into their everyday life with their favorite dishes and foods.

  We’re here to offer more than just a product — we’re here to offer a purpose, an experience. And that experience begins with your people. It’s your staff who make the wine approachable, memorable, and meaningful — and that kind of impact doesn’t happen without education. Yes, the wine may bring guests back, but it’s the staff who shape the experience and give it lasting value. There’s no better feeling than seeing a returning guest light up as they share what they learned during their last visit — how they used that knowledge, and how proud they were to pass it on to friends.

  Developing a strong, well-rooted wine education program can transform every aspect of your tasting room. Its impact will resonate throughout your business — from your team’s confidence to the guest experience. I encourage every tasting room to grow collectively: hold regular tastings, ask thoughtful questions, and invest in ongoing education. That commitment to knowledge and care is something your guests will notice — and remember. Because in the end, it’s not just about what you pour — it’s about what you share.

 About the Author

  Rachel Brown is a Level 2 Sommelier with over nine years of experience in the wine industry. Certified by WSET, ISG, and the Napa Valley Wine Academy, Rachel has dedicated her career to curating exceptional wine experiences — from building tasting rooms and leading educational classes to hosting intimate private dinners. Her passion lies in making wine approachable, engaging, and unforgettable for everyone she meets. Outside of her work in the wine industry, she enjoys reading, writing, and spending time with her husband where they live in West Chester, PA.

Purchasing a Forklift for Your Winery

Cyndi

When searching to acquire a forklift let’s look at the many factors before you purchase

By Thomas J. Payne, Winemaking Consultant

Most hands-on winemakers praise, cherish, and respect their forklift.  Maximizing the use of the winery forklift is crucial to saving labor and dollars.  Try to take the labor energy and dollar savings and re-invest it into focusing on winemaking’s finer details.  A great deal of thanks is owed to the forklift industry for saving our aching backs with these hugely useful tools. 

Factors to Consider:  Energy source, size, number of wheels, tire size and material, load capacity/size, lift height needed, fork length, options (tilt, side shift, rotating head) turf.

Energy Source:  Electric is recommended for any type of indoor use.  These are quiet and they do not emit carbon monoxide gases that can build to levels of toxicity in an indoor environment.  Make sure the electric power source at your winery will be ample and properly configured to charge the forklift when speaking to suppliers.  Propane and other fuels are only recommended in well-ventilated areas and typically outdoors.

Size:  Do the best you can to get the smallest size forklift possible that will be able to handle the largest jobs anticipated.  This will help conserve space in the winery by limiting the “swing room” needed to properly navigate certain areas.  The smaller the turning radius, the larger amount of space that will be conserved for product storage and that equals greater return for the use of your building(s) floor space and overall utility bills. Look at doorway openings you plan to enter and exit rooms through and make sure the lift will be able to enter these areas.  Look at any ceiling supports and/or free span areas to be confident the storage area can be maximized with the use of the forklift.

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Number of Wheels:  There are four-wheel and three-wheel models to consider.  In general, it can be said the four-wheel models may have a touch more stability while balancing loads at heights.  These, in my opinion, do not seem to have a swing room radius to that of a three-wheel model.   The extra swing room one gets from a three model makes the three-wheel model a better choice for the small winery.  Drive both types before deciding on this feature and review the overall needs before locking in on a choice. 

Tire Diameter Size and Material:  The size of the tires makes a major difference in terms of the terrain it may operate on.  Larger tires may operate on more infirm surfaces, such as gravel dust, while smaller tires get stuck easily when driven off concrete or macadam surfaces.  Pneumatic tires and solid tires are the choices but do keep in mind pneumatic tires may have less stability mostly at higher stacking heights.  Most indoor winery forklifts have solid tires.  The tire material will make a significant difference, especially in the cleanliness look of your winery.  White tires are an option with most companies, and they leave less marking on floor surfaces if that is a concern to you and your operation.  Keep in mind a forklift is often limited by even minor changes in flooring level heights so small edges, even an inch or more, in the flooring will need to be overcome if the winery has them.  The tire size affects this.

Load Capacity/Size:  The load capacity will range greatly with your needs.  The size of the load one can lift will vary with the size and weight of the lift.  Smaller wineries will want to review the following numbers at a minimum.  If handling four standard 60-gallon barrels on racks one must calculate the weight to consider this will weigh approximately 2800 pounds.  Then consider if your building and barrel room program is set up to stack these three, four, five and even six high while full. (Please do your own in-house calculations to generate your own numbers, review with your forklift supplier and winery safety personnel).  The next potential calculation can be the bottled warehouse goods.  Assuming 60 cases per pallet in standard glass one must calculate that load will be near 2600 pounds.  Please remember the load size and fork length can greatly impact the height level of lift.  Larger cumbersome items become unstable while smaller items keep the center of mass more manageable.   [See the Rotating Head section]

photo showing forklift

Photo Credit: ForkliftTrader.com

Height:  Review the above comments to understand the weight of an item factored in with the maximum height it may be stacked will influence the model forklift needed.  The higher one desires to lift heavier items the heavier the actual forklift should be.  Other items to consider are:  Will a side shift feature exist on the lift?  Does the lift have a tilt feature (most do)?  How long are the forks on the lift?  Has an extension to the forks been made, such a rotating head, which will affect the load capacity?  These are all important considerations to keep in mind.  Keep in mind that in most cases the lifting beams are triple recessed masts that extend upward one mast at a time allowing for better navigation while stacking.  Again, the above-mentioned four or three wheel models will factor in greatly due to stability.

Fork Length:  Look at the many variable day-to-day items one may use the forklift for at your location.  Handling bins, pallets, and barrels may be the top needs for the lift.  Size the forks to fit these needs both in length, width, and thickness and that the width may be adjusted between the forks.  There are forklifts with thicker forks that have issues with getting into and out of certain areas.  I prefer the thinnest thickness and width possible in conjunction with the best length.  Most winery’s find 50-to-52-inch fork length ample ( some prefer 42 inches as well ).  Double check to make sure this will manage your needs and your equipment set up.  Wineries also source removable fork extensions that can be used for odd jobs and easily placed on or off the existing forks.

Options to Consider

Rotating Head:  Forklifts also offer options that a winery may find useful.  Make sure that if you think you will select and add an option in the future, that the unit selected will have the space or control levers present for that option and enough capacity, especially hydraulic, to run the option.  The feature that comes to mind the most and perhaps is one of the best adaptations of the forklift to the winery trade, is the dumping option; they dump forward or use a 360-degree perpendicular rotating head feature.  If handling fruit in bins, this feature should be highly considered.  A rotating head is very practical feature for use in the winery. It also helps with other material handling such as pomace, lees filter cakes, tasting room and winery refuse etc.

  Side shift as previously mentioned is a great asset in terms of stacking palletized case goods, barrels and other materials that should have uniform stacking.

  When adding additional options be sure to investigate the actual load capacity of that individual option.

NOTE:  In the past I have been able to obtain forklifts with both side shift and the rotating head feature.  This, however, is becoming difficult to obtain directly from the manufacturer.

  Other options could include a cage roof, lights, capitulating forklifts (hydraulic center swivel), and a host of other items to discuss with your sales representative.

  Always keep safety in mind when having personnel operate the forklift.  Make sure they have taken courses with an emphasis on safety since these units have obvious potential safety concerns.

Also to Consider

•    In the humid east coast region’s summer weather, we notice considerable condensation when taking the forklift from the cooler cellar and warehouse rooms outside.  There are forklifts that are made to resist condensation, resulting in electrical issues, so that feature could be explored as well with your supplier.

•    Longer forks increase the swing room radius needed; make sure the rating of the floor will manage the weight of the lift as well as the items(s) carried.

•    Relate the above into the PSI (pounds per square inch) per tire surface contact point and investigate your flooring. 

•    Watch items on the other side of what is being handled to make sure the forks do not pierce walls etc.

•    Make sure loose items are secure before raising them to certain heights.

•    Know when to get off the forklift and use a pallet jack, walk behind models or other means. 

•    Always, always, always be safe on or around a forklift.

Floor:  In all cases make sure the floor load will manage the forklift PSI rating.   This includes the flooring any tractor trailers may drive into.  While setting up numerous wineries with engineers involved, they have always found the forklift was the single greatest psi rating issue to review when discussing the floor load ratings.  As mentioned before, abrupt surface level changes of an inch and a half or more may be just enough height change to restrict a forklift from going into certain areas.  Review this feature, also, in your building before selecting or sourcing a forklift.   Make sure the flooring has an ample roughness to the floor, so traction is maintained.  A light broom concrete finish is often ample or an epoxy with at least some aggregate.  Avoid slick glazed concrete surfaces and if your winery has glazed concrete floor be especially cautious to keep it dry.  These floors become very slick when wet!

As you can see, one does not just venture out and buy any forklift.  Research must be done taking into consideration what one expects to do with the lift, factor in any building limitations and move forward from there.  Select the smallest forklift possible that will adapt to your building and be able to do the largest job expected. The above is essential to maximize the forklift’s use for your operation, maximize your capital and keep labor costs at a minimum.

Practical Tips

Cyndi

How to Maintain Beverage Inventory Levels in Uncertain Times

man with clipboard counting bottles of wine

By Nick Fryer, Vice President of Marketing, Sheer Logistics

Managing beverage inventory has never been simple, but in today’s environment it’s harder than ever. Geopolitical tensions, climate-related disruptions, shifting consumer demand, and rising logistics costs have all made supply chain management a high-stakes balancing act for wine, spirits, and beverage brands.

  Take the March 2025 tariff scare, for example. When the U.S. threatened new duties on European goods, hundreds of Chianti orders were suddenly grounded in Tuscany. For importers, it was a stark reminder that sales performance alone doesn’t determine success. If products aren’t where they need to be, when they need to be, revenue is lost. Similarly, when President Trump announced a 25% tariff on Canadian whiskey, some Canadian provinces ordered the removal of American-made spirits from retail shelves, causing a 66% drop in sales between March and the end of April.

  So how can beverage producers minimize delays, manage risk, and keep shelves stocked without overcommitting inventory? Below, we’ll break down the most effective tools and strategies to build resilience—from smarter freight partnerships to just-in-time inventory systems that actually work.

How to Forecast Seasonal Spikes and Holiday Demand

  Many reports have appeared in the last year bemoaning customers who are drinking and spending less. Even as some note declines in wine sales, there are still plenty of spikes that businesses can take advantage of.

  Food and beverage consumption has major seasonal variations. So much so that entire studies have been done to determine the environmental and psychological factors at play. Most craft beverage operations don’t need in-depth academic research on the issue, though. What they need is clear and accurate predictive analytics.

  The best way to forecast seasonal spikes is through forecasting platforms. Usually powered by AI and advanced algorithms, this technology uses internal, historical sales data as well as external market, season, and weather trends to determine when certain products will be in demand. The value of this is that it not only improves sales approaches but it helps craft beverage operations avoid supply chain disruptions.

  Businesses can plan what to have in stock, where, and then bolster shipping operations accordingly. Forecasting demand makes it much easier to ensure that inventory and logistics are ready for demand spikes like holiday demand rather than overwhelmed by it. There’s a competitive advantage in this as well.  Businesses that can get ahead of seasonal trends the most from them.

Tips on Selecting Reliable Freight Partners for Your Craft Beverage Shipments

   As e-commerce customers demand increasingly quick and easy deliveries, that pressure invariably trickles back to the businesses targeting those customers. For that reason and many others, having a reliable freight partner is an invaluable part of any beverage manufacturing or distribution operation. Here’s what to look for:

Craft Beverage Experience:  Most wines, if not sold in cans or boxes, are sold in fragile glass bottles that need to be handled with care at every step. That’s why a logistics partner with some experience in this industry is so important.

Proper Compliance and Permits:  Transporting spirits across national and state borders comes with legal requirements that can cause lengthy delays if not complied with. This again is an area where experience helps, as it ensures that logistics teams have better knowledge of permit systems and are up to date on regulations.

Cold Chain Capabilities: The right freight partner needs to have cold chain capabilities that match the needs of your products to ensure end-to-end quality control. In-transit conditions should protect the integrity of your product, not degrade it.

References:  Track-records speak volumes. Hearing from others who have worked with a logistics team is a great way to get a sense of their reliability. It’s also worth checking public records on insurance claims histories, etc., for potential red flags.

Technology and Tracking: Many wineries and beverage makers are shipping their products for delivery over long distances. Freight partners that offer up-to-date technology and tracking can make these journeys far less stressful.

  Tracking ensures transparency and makes it easier to keep customers accurately informed on delivery times. It’s also important that tools like routing technology are in use to keep transit as efficient as possible.

Flexibility:  How would the team respond to a last minute delivery request due to demand spikes? What plans do they have in place to deal with delays? These questions can expose the flexibility and resilience of a freight partner and how well they can pivot in tight situations.

The Trick for Maintaining Product Integrity in Transit: Packaging and Temp Control

  Wine and many other craft beverages are adversely affected by temperature variations. That said, even when temp control has been maintained, damaged packaging can give the impression of a damaged product. Maintaining quality in transit is all about addressing both areas.

  IoT (Internet of Things)devices that track environmental factors can help keep wine packaging and its contents in perfect condition. The devices will automatically flag if temperature or humidity levels go out of range so that logistics teams can quickly intervene. This then prevents condensation from forming that could damage packaging. It also stops chemical reactions from occurring, such as accelerated fermentation, which could degrade product quality or even lead to bursting cans. This is a common problem with wine spritzers transported without proper temperature control.

  Packaging itself also impacts temperature control. In this instance, however, it’s not about whether wine is stored in a bottle or a can but how it’s packed in transit. Insulated boxes, for example, ensure that even if there’s a delay on the road, wine is still kept at a steady temperature.

How to Cut Inventory without Sacrificing Stock Availability

  Shipping delays are often discussed in terms of what goes wrong in transit. It’s the reason why GPS tracking and data-driven routing are so important. However, many delays actually begin in the warehouse with inventory issues.

  Overstocking can crowd storage areas and slow fulfillment, while understocking has its own issues. The last thing any craft beverage operator wants is demand coming in that their inventory levels can’t match. Here’s how to balance both:

Predictive Analytics:  This technology empowers businesses with insights that allow them to cut the inventory that’s unlikely to sell and instead only stock what’s needed. This makes deliveries much easier to manage as stock is easier to find. It also prevents stockouts and the costly shipping delays that come with them.

Inventory Tracking:  Another way to reduce inventory without threatening availability is through better tracking. Here again, IoT sensors can be useful. RFID tags are another tracking option. Either way, these devices can automatically track inventory levels in real time and, when paired with an IMS, help automate restocking to keep up with predicted demand. This prevents businesses from holding onto too much stock while still ensuring that they have enough to meet customer demand.

FINAL POUR:

Key Takeaways for Reliable Shipping & Inventory

  The trick to addressing shortages and delays in craft beverage operations comes down to inventory and shipping management. Here’s a quick overview of how businesses can make these areas more reliable:

•    Track inventory and use predictive analytics to forecast demand and prevent warehouses from being overloaded with stock or scrambling due to shortages. Data takes the guesswork out and puts the balance back.

•    Invest in great packaging and temperature control in order to protect the quality of your products throughout the logistics network.

•    Pick freight partners carefully based on their experience, use of technology, and the kind of flexibility they can offer.

  Nailing the above can help businesses prevent and handle delays. Most importantly, it builds systems that can thrive no matter the season or the directions this industry takes.

Author Bio:

  Nick Fryer is the Vice President Of Marketing, Sheer Logistics with over a decade of experience in the logistics industry, spanning marketing, public relations, sales enablement, M&A and more at 3PLs and 4PLs including AFN Logistics, GlobalTranz, and Sheer Logistics.

From the Sublime to the Ordinary

Cyndi

Art in a bottle and insurance considerations

photo showing rows and rows of barrels on racks in a winery

By Brad Berkman & Louis J. Terminello of Greenspoon Marder LLP

The wine-making experience is often sublime, requiring the best attributes of the artist. Sometimes, however, it is essential to call on the practical among us. In this instance, at least, I am referring to the insurance broker along with the versed attorney who can assist in advising on insurance policies that manage and limit the winemakers (“Suppliers”) risk (it’s worth noting that these recommendations are applicable to all producers of beverage alcohol as well as distributors). Of course, this article is written by an alcohol beverage attorney, so its main objective is to make this publication’s readers aware of recommended areas of coverage for production and distribution relationships and agreements, as well as in the context of the contract packaging relationship.

  In simple terms, business insurance is essential for managing risk and protecting a business against economic loss. Wine is obviously a consumable good, and risk exposure occurs from the production facility through the distribution chain and ultimately, to the consumers’ table. It is advisable that the producer ensure that it, and its partners down the distribution chain, have adequate insurance guarantees that are memorialized as obligations in the various agreements that the Supplier may enter.

General Contractual Provisions

  Insurance terms and their requirements can be confusing to those unfamiliar with them. As an exercise in clarification, below is a sample of insurance provisions that may appear in a Supplier/distributor agreement with terms that may be known to the reader, but little understood. First, read the following:

Supplier Insurance: Producer will maintain: (1) primary products liability coverage totaling at least $1,000,000.00 per occurrence and $2,000,000.00 in the aggregate, on an occurrence and (2) commercial general liability insurance of not less than $1,000,000.00 per occurrence and $2,000,000.00 in the aggregate. Producer will give Distributor at least 30 days’ advance written notice of cancellation, nonrenewal, or material change in the terms of the liability policy. All policies shall name Distributor as an additional insured party.

Distributor Insurance: Distributor shall maintain Commercial General Liability Insurance and Product Liability Insurance in such an amount as is commercially reasonable but not less than the coverage amounts stated in Paragraph above. Within ten days of the effective date of this Agreement, Distributor will provide to Brand Owner an original certificate of insurance evidencing such insurance and these terms and thereafter will provide Brand Owner with each certificate of renewal, within ten days of the effective date of renewal.

What Stands Out?  

  Obviously, the reader will notice that the insurance provisions are reciprocal and that both the Supplier and distributor have insurance obligations. Additionally, both parties are named as additionally insured on the other party’s insurance policy. The additionally insured party is not the policyholder but is added to the policy, and the policy’s protections are extended to the additionally insured, covering them for the risks of the policyholders’ activities. In our example, additional insurance provides the distributor with protection against a Supplier risk event, and the producer is protected against a risk event associated with the distributor. This begs the question, what are the party’s insurance policies covering in the above clauses?

For the Producer-Product Liability Coverage

  Wine producers and Suppliers should have product liability insurance coverage as identified in the contractual provision. This type of coverage covers consumers’ claims against the producer stemming from damage caused by the alcoholic beverage. Such damages may include those resulting from a manufacturing defect during the production process. Ideally, the product will always come off the bottling line fit for human consumption, but sometimes contaminants or other substances may be present and consumed by the end user, which causes injury. Product liability insurance will cover the economic consequences of such incidents. Those entities in the chain of distribution, such as wine distributors, should also consider obtaining product liability insurance to guard against economic loss resulting from the distribution of beverages that may be defective.

  Many insurance policies, including those covering consumables like wine and alcohol beverage, have policy payout limitations. Phrased another way, your insurance provider will only pay up to a maximum coverage amount per occurrence or in the aggregate. Per-occurrence limit is the amount the insurance company will pay for a single claim or incident. The aggregate is the total amount the insurer will pay for all claims covered by the policy for its term.

  It is wise for the Supplier and distributor to include these policy limitations in their agreement to ensure adequate coverage in the event of a claim. Further, it is important to consult with an insurance professional to be sure that the policy limitations provide adequate coverage and protection based on the policyholder’s economic exposure.

General Commercial Liability Insurance

  General commercial liability is also called for in the above reciprocal clauses. As an industry standard, General commercial liability insurance protects against economic loss from claims that the Supplier or distributor caused injury to another person or property. Common areas of coverage include bodily injury, medical expenses, or property damage caused by the wineries or distributors business operations. As an example, this type of coverage may cover damage caused by a distributor’s vehicle to a retailer’s property when delivering the Supplier’s product. As with product liability insurance, adequate amounts should be acquired per occurrence and in the aggregate based upon risk exposure. Again, speaking with an insurance professional is essential for determining sufficient coverage amounts based upon the economic risk exposure to the policyholder.

Additional Areas of Coverage for Consideration

  There are many types of risk coverage available to wineries and other alcohol beverage industry members. Other coverage areas to explore include:

•     Liquor liability insurance: Covers claims for incidents as a result of the consumption of alcohol and for actions brought by claimants under dram shop laws (dram shop laws concern a business’s liability for the service and over-consumption of alcohol by consumers on their premises). This is especially important for Suppliers that have tasting rooms on their premises.

•    Recall insurance: Covering economic loss for the recall of defective alcohol beverage products that made its way into the marketplace.

•    Crop Insurance (for wineries in particular): Protects against losses to the crops from damages due to weather and other factors.

•    Business interruption insurance: Covers losses resulting from an unplanned interruption or temporary stoppage in business due to unforeseen circumstances.

  Risk management and the policy types mentioned here, and the terms defined, are meant to introduce and bring clarity to an often thought of as mundane area of business operations. However, it is extremely important that stakeholders in the beverage alcohol industry, in whatever form they take, bring serious consideration to this matter. Inadequate insurance coverage amounts or the wrong policy coverage could lead to catastrophic consequences for those who labor so hard to create and distribute art in a bottle. The reader should take care to consult with well-versed insurance professionals and attorneys to ensure adequate risk management.

Botham Vineyards

Cyndi

Award-Winning winemakers preserve Wisconsin’s agricultural landscape

owners of botham vineyards in harvesting the grarpes in their vineyard

By Gerald Dlubala

The Wisconsin wine industry is a growing sector that relies on cold-hardy hybrid grape varieties and fruit wines to overcome a cold, humid climate unsuitable for traditional European wine grapes.  We would like to introduce you to Botham Vineyards and Winery.

   “This is very much a family operation, and I have the good fortune to be able to work alongside my mother and father in a wonderful line of work,” said Mills Botham, second-generation winemaker and Chief Operating Officer of Botham Vineyards and Winery in Barneveld, Wisconsin, part of the Madison, Wisconsin, Metropolitan Area.

  Peter Botham founded Botham Vineyards and Winery in 1989, but to get the whole story of this award-winning winery that features spectacular views among its agricultural landscape, you must go back to Mills’ grandfather, Richard Botham, who originally purchased the property back in the 1960s.

  “My grandfather grew up on a farm in Lancaster, Wisconsin,” said Mills. “He was a surgeon by profession, but even with that, he still wanted to be involved in something agricultural. So, it was in the 60s that he bought this farm, which is now the vineyard, along with four contiguous farms around our property. Those other four are now in the Nature Conservancy.”

  Richard Botham converted those farms from dairy operations to beef cattle operations. He oversaw bigger picture duties like buying and selling cattle, but Botham employed families to live on the farms and manage the day-to-day cattle farming operations.

  “In the summers growing up, my dad and his siblings lived in Madison but spent their summers working on the cattle farms helping out with the wrangling, operations, and all related things,” said Mills. “They’d live on the farms during the week and return to Madison for the weekend. That’s how my dad initially got acclimated to an agricultural approach to life. After he graduated from college, he lived on the East Coast, holding different and interesting positions like commercial draftsperson, clothing salesperson, and high-end audio and security systems. He eventually made his way to a vineyard just outside of Baltimore, and the way my dad tells the story is that he was there all of two weeks when he decided that the vineyard and winery lifestyle was what he wanted to do with his life. In the late 1980s, my dad reached out to my grandfather, who had scaled back his beef cattle business dramatically and was renting out most of his farmland for row cropping. My dad worked out a deal on some land and ended up buying what was a run-down farm desperately needing some attention at that time. He converted what was left from the row crop and beef cattle operation into a vineyard. We’ve been here ever since.”

Vineyard Reflects Wisconsin Climate and Consumer Demand

  “Our vineyard is currently about eight acres,” said Mills. “And currently we grow two different varietals, Marechal Foch and Léon Millot. At one time, our vineyard was bigger, but we’ve scaled back a bit in recent years as the demand for French hybrid grown wines has come down a little bit. Additionally, my dad is getting older and is not as vigorous a farmer as he used to be, which makes it a bit easier for us to manage. Our two main varietals are cold-hardy and quick ripening, so they do very well here in the Wisconsin climate. They just fit our shortened growing season, and we still have a good number of our oldest, original plantings from the 80s. We’ve added as necessary, but for the most part, our vineyard is very old and very well established, especially when talking about Wisconsin standards.

  “Dad and I run the majority of the operation and take care of all vineyard duties,” said Mills. “That includes the main agricultural duties, tending to the vineyard, winemaking, and managing the business and grounds. Dad doesn’t have a formal viticultural degree or anything like that. Instead, he learned on the job alongside other winemakers out east and back here in Wisconsin. They taught him the ropes, which he passed on to me. Mom oversees administrative operations as well as marketing, PR, and graphic design. She is instrumental to our business, but she also has other businesses and employment. We also have a wonderful crew of tasting room staff that helps us on weekends, but for full-time employees, it’s just my dad and me.”

Production Fluctuates with Demand and Trends

  “Our production is all on site,” said Mills. “But we can’t grow everything here. Some vines don’t or can’t grow here in Wisconsin. Anything we can grow here, we do, and anything we can’t grow here, we get the juice for working through quality brokers. We do make the wines here, everything from fermentation through production through bottling, putting out 10-12 thousand gallons annually on average. That number fluctuates, however. We meter how much we make based on the previous year’s sales and the estimates we see for the next year, including what we see as industry trends and what is and isn’t selling well.”

  Botham Vineyards and Winery currently feature 13 wines. The volume of each wine produced depends on consumer demand and interest. Big Stuff Red is their flagship, and was Mills’ nickname as a child.

  “Big Stuff Red is a semi-dry red that we have been making for quite a while,” said Mills. “We serve it chilled, which is admittedly a bit unusual for a red wine, but we find that it’s a little more flavorful that way versus room temperature. It’s a blend of Foch that we grow here and wine from the Finger Lakes region of New York.

  “It’s certainly our best seller, and the wine that we’ve been known for the last 20-25 years, but we stand by everything we make,” said Mills. “We believe that our wines are some of the best in the state, and our awards history backs that up. I credit my dad, who is the primary winemaker and vastly more experienced than I am. He’s been at it for 30+ years.”

  Botham Vineyards and Winery have over 150 medals, accolades, and awards that can be seen adorning the walls of their tasting room. Botham believes this is a true testament to the care and artistry that go into crafting their wines. Botham Vineyards is the only Wisconsin winery to have twice earned a double gold medal on an estate-grown wine in international competition. Their Big Stuff Red is a two-time, double gold medal winner at the San Francisco International Wine Competition. And that’s just one example of the exemplary quality of the Botham wine collection. Their top sellers are distributed within Wisconsin, but to experience their whole portfolio, you should visit their picturesque location.

Guests Enjoy the Landscape Views and Personalized Service

  “Our property is gorgeous with a spectacular vibe,” said Mills. “Especially when everything is blooming and coming in. That’s not by accident. We work extremely hard to keep it looking the way it does. Our tasting room is inside the original 1904 agricultural barn. We have tastings, live music, and a robust public and private event business. We offer an excellent, personable staff able to talk and engage with our guests and come up with personalized tastings to suit everyone’s likes.

photograph showing many people at tables inside Botham Vineyard's building

  “We want the visitor experience to be personal and personable,” added Mills. “We don’t just pour you a flight of four or five wines and send you on your merry way. I talk with and engage our guests. I enjoy telling them about our wines. I’ll pour the glasses one at a time, hopefully finding something they genuinely enjoy. It’s rare that someone cannot find at least one or two of our wines to enjoy. All our wines are excellent, but we’ll take the time to find what suits every visitor’s tastes.”

  Mills tells The Grapevine Magazine that Botham Vineyards and Winery does not have an on-site catering kitchen. Instead, they offer premade snacks to supplement their lineup of wines, including Wisconsin’s excellent block cheese and sausage choices.

Host Your Event or Special Occasion Indoors, Outdoors, or Both

  “Although we will never move away from our excellent and storied wines, we are pushing our capacity to host in-demand events, including weddings,” said Mills. “We’re working to be an excellent and viable option for events with the capability and capacity to offer a choice between indoor and outdoor spaces. I’m always on site whenever we have a wedding or something big going on, just in case something weird happens. Fortunately, incidents like that are infrequent, but it’s good to have someone here to work personally and directly with the event organizers and can help when the occasion is warranted.”

photo showing Botham Vineyard visitors enjoying a man playing a guitar outside

  Whether it’s an intimate wedding ceremony, reception, rehearsal dinner, family celebration, or any special occasion, Botham Vineyards and Winery provides a one-of-a-kind vineyard venue with both indoor and outdoor options in their historic barn or beneath their ancient oaks surrounded by a picturesque vineyard landscape.

  “We’ll bring your vision for your special occasion to life,” said Mills. “We also host company retreats, business luncheons and outings, team gatherings, baby and bridal showers, anniversaries, birthday celebrations, and more. We’ll often have a wedding ceremony outside under our iconic huge oak tree, and then a reception in the barn, which is covered and out of the sun and wind, but still able to provide that summer ambiance. It’s a beautiful space in the unrenovated part of the barn with exposed beams, old woodwork, and historical architecture.”

It’s a Wonderful Life

  “It really is a wonderful and fun line of work where I get to meet and talk with a lot of really stellar people and friendly folks who are genuinely interested in our products,” said Mills. “Many times, we become friends, and those friends become supporters of our brand. Our vineyard and winery are really wonderful places to be, and I honestly have no complaints or regrets.”

For more information or to schedule an event:

Botham Vineyards

and Winery

8180 Langberry Rd.

Barneveld, WI 53507

608-574-2162

info@bothamvineyards.com

Canadian Winemaking

Cyndi

The Rise of Vancouver Island Wines

ariel view of canadian vineyard and winery

By Becky Garrison

Most of the attention on British Columbia (BC) wines tends to focus on the Okanagan Valley Wine Region, as this premier grapegrowing region boasts 86% of the province’s vineyard acreage. However, Vancouver Island’s ocean breezes, abundant green setting, and intimate, dedicated group of largely family-owned vineyards and wineries give this region an intimate artisanal vibe. These attributes give Vancouver Island’s vineyards and wineries a distinct alternative to the Okanagan’s grander, more established wine community.

  The Island’s cooler climate and short growing season can present challenges in selecting and growing grapes designed for cooler climates. In addition, growers need to monitor their vines for the presence of botrytis. Also, the seasonal rain can lead to mold, mildew, and other related diseases if not properly addressed in time.

History of Winemaking on Vancouver Island                                

  While European homesteaders were growing grapes for private consumption as far back as the 1800s, commercial winemaking on Vancouver Island began in the early 1920s with wines produced from loganberries by the Growers’ Wine Company in Saanich, BC.

  From 1983 to 1990, the provincially funded Duncan Project evaluated about 100 grape varieties to determine which would thrive in the region, identifying Pinot Gris, Auxerrois, and Ortega (a German hybrid) as especially promising. Today, Vancouver Island is building a reputation for premium wines, with Chardonnay and Pinot Noir leading the way joined by Gamay, Gewürztraminer, Merlot, Müller-Thurgau, Pinot Blanc, and a range of sparkling wines. Notably, Charme de l’Île (“charm of the island”) is a distinctive sparkling style made on Vancouver Island and the Gulf Islands using the Charmat method. Many producers embrace sustainable and organic practices, crafting wines that pair beautifully with the Island’s exceptional seafood, from salmon and halibut to spot prawns, oysters, Dungeness crab, and creamy clam chowder, capturing the essence of coastal BC in every glass.

  Currently, the Vancouver Island GI (Geographic Indicaton) contains 321 planted acres with 22 licensed grape wineries. (Similar to AVA, a GI is a legally defined term indicating the geographical area from which wine originates.) The majority of these wineries are situated in the Cowichan Valley and Saanich Peninsula with a growing winery community in the Comox Valley.

Cowichan Valley

  Home to 13 wineries, the Cowichan Valley was officially recognized as the first sub-geographical indicaton outside of the Okanagan Valley on July 10, 2020. The First Nations Salish translation of Cowichan means warm land, with the Cowichan Valley having the distinction of being the warmest area in British Columbia.

  The region’s soil consists of a mixture of ancient volcanic activity, salt, and glaciers. Most wineries in the Cowichan Valley are shielded from Pacific Ocean storms by nearby mountains. The warm, dry summers and mild, moist winters make the Cowichan Valley Canada’s only “cool” maritime Mediterranean climate. The Valley records a long season of up to 1,097 growing degree days with low frost risk. This combination provides good conditions for many Vitis vinifera grape varietals that bud late and ripen early.

  In 1986, an “experimental vineyard” opened in Duncan on the land that is now home to the Blue Grouse Estate Winery (Duncan, BC). This site was managed by John Harper, a well-known and respected viticulturist from the Fraser Valley.

  Then in 1992, Zanatta Estate Winery (Duncan, BC) opened as the first modern estate winery and tasting room on Vancouver Island. That same year Blue Grouse Estate Winery received its license to operate a winery, retail store, and sell its wines. This was the second license issued on Vancouver Island. Jackson Family Wines purchased this now 65-acre estate winery in 2022 with plans to enhance the winery’s Pinot Noir and Chardonnay portfolio.

  Also in 2009, Tim Turyk, a long-time resident to this region, learned of a small vineyard and winery up for sale. After working for over forty years in BC’s fishing industry, he was looking for a new challenge. So Turyk and his wife Colleen decided to purchase this property where they set out to create a vineyard, winery, and restaurant using sustainable means. The name Unsworth Vineyards (Mill Bay, BC) is a homage to Turyk’s mother’s heritage as Unsworth was her maiden name.  Like Blue Grouse Estate Winery, Unsworth Vineyards is owned by Jackson Family Wines though both wineries still retain a gracious family-friendly island ethos with guided tasting experiences. 

  Four vineyards on Vancouver Island are certified by Sustainable Winegrowing BC (SWBC). The mission of 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. These four vineyards are owned or operated by Unsworth Vineyards. Currently no wineries are SWBC certified though Unsworth has an application in process with their new winery.

  Some of Unsworth Vineyards are certified by Sustainable Winegrowing BC (SWBC). The mission of SWBC is to guide wineries and grape growers in BC that enables and encourages them to practice good land stewardship, offer safe fulfilling employment, and be respectful neighbors.

  Other wineries in the Cowichan Valley include Alderlea Vineyards (North Cowichan), Averill Creek Vineyard (North Cowichan), Cherry Point Estate Wines (Cobble Hill), Cobble Hill Winery (Cobble Hill), Deol Estate Winery (North Cowichan), Divino Estate Winery (Cobble Hill), Emandare Vineyard (North Cowichan), Enrico Winery (Mill Bay), TellTale Winery (Cobble Hill), and Venturi-Schulze Vineyards (Cobble Hill).  The annual month-long Cowichan Valley Wine Festival held in August offers visitors a curated experience through these aforementioned wineries. 

Comox Valley  

  Moving north, Comox Valley encompasses mountains, farmlands, and beaches that include the village of Cumberland, the city of Courtenay, and the town of Comox, along with smaller communities. 40 Knots Winery (Comox, BC), one of the largest wineries on Vancouver Island, was founded by Bill Montgomery and opened in 2011. In addition to a range of red, white, and sparkling wines, they produce ciders and a line of skin care products named VinoSpa made with the Pinot Noir Noble Grape, which contains naturally occurring resveratrol and polyphenols.

  In 2019, Beaufort Vineyard and Estate Winery (Courtney, BC) became the first organically certified vineyard on Vancouver Island with full organic certification for the winery being awarded in 2022. This family-run vineyard and winery grows 11 different varieties across 18 acres on the estate with 100% of their wines made from organic, estate-grown grapes.

  The other two wineries situated in Comox Valley are Coastal Black Estate Winery (Black Creek, BC), a fruit winery and cider, and Raven’s Moon Estate Winery & Cider Worx (Courtenay, BC), who produce hand-crafted spirited fruit wines and sparkling hard ciders.

Saanich Peninsula, BC

  This region’s proximity just north of the city of Victoria makes this area particularly accessible to travelers looking to combine their urban adventures with a wine tasting experience. Situated in the picturesque city of Victoria, Prohibition Vineyard was once known as Dragonfly Hill Winery. This historic winery established in 1995 played a significant role in shaping the wine industry on Vancouver Island. 

  North of the city of Victoria is Church and State Wines (Brentwood Bay, BC), which opened in May 2003 as Victoria Estates. Their 25 acres afford visitors to their tasting room panoramic views of the valley and the ocean. The name Church and State Wines represents the balance they seek to achieve with their wines by balancing traditions and technologies in the cellar and vineyard. They source most of their fruit from their second location in the Okanagan Valley fruit as Vancouver Island does not produce enough supply or diversity of classic Vitis vinifera grapes.

  Other wineries in this region include Deep Cove Winery (North Saanich BC)

Invinity Sparkling Wine House (North Saanich, BC), Roost Farm Centre (North Saanich, BC), and Neighbourly Wine Co. (Saanichton, BC).

Why Less Visitation to Wine Country Is Everyone’s Problem

Cyndi

By: Susan DeMatei – WineGlass Marketing

Wineries with tasting rooms know all too well that foot traffic is shrinking. But it was our clients without a hospitality arm who got us thinking: how important is the on-site channel to the wine industry as a whole?

  Maybe we’re just evolving. After all, people buy everything—from cars to carrots—online these days. Isn’t it natural for wine to follow suit?

  We pulled on that thread, and it turns out the decline in wine country tourism is a bigger issue than it first appears.

What Is the Problem?

  When we look at why wine sales are down, we can break it into three core factors:

•    Frequency


•    Volume


•    Abstinence


  And one of those clearly dominates.

  Frequency—how often someone chooses wine—is the elephant in the room. It accounts for a whopping 65% of the volume decline. Simply put, fewer people are reaching for wine in their daily lives.

  Next up is volume, responsible for about 19% of the drop. These consumers still drink wine, but they’re drinking less per occasion.

  Finally, abstinence represents only 7% of the decline. These folks have exited the wine category altogether, often favoring spirits, RTDs, or non-alcoholic options.

  This breakdown gives us a clear direction: focus on increasing frequency, encourage responsible volume, and work to keep existing wine drinkers from drifting away.

Who Is the Problem?

  Demographic data shows us where the decline hits hardest—and where there’s still potential.

chart showing decrease in wine consumption coming from ages 65+

Let’s start with age.
Younger drinkers (ages 21–24) are actually increasing their wine consumption—by 73% more than any other age group. Meanwhile, drinkers aged 65+ are leading the retreat, with an index of 121 for drinking less and just 48 for drinking more. This could be due to health concerns, lifestyle shifts, or simply changing preferences.

  Income tells a similar story.
Low-income consumers (<$50k) are more likely to be drinking less wine. On the other hand, higher-income consumers are still spending—often on premium bottles—indicating the luxury wine segment remains strong.

So if we’re looking for growth, it’s clear: the opportunity lies with younger, affluent consumers who are curious and still forming their wine habits.

How Do We Encourage Premium Wine Purchase?

  Across the board, consumers who begin buying wine over $20 didn’t just wake up one day and change their habits. They were introduced to a gateway wine—a bottle that surprised and impressed them, often in a memorable setting.

  That single bottle becomes a turning point. From there, consumers often start exploring more expensive options, seeking wine education, and becoming more involved in wine culture. Creating that moment is the key. The industry’s challenge is to get more consumers to cross that threshold.

Where Do These Gateway Moments Happen?

  According to the Wine Market Council, the most common place consumers discover wines over $20?

Wine country.

chart showing travel is an important introduction to wine

  A full 76% of consumers say visiting a winery or wine region plays a role in their discovery of premium wines. The physical, sensory, and emotional experience of being on-site is nearly impossible to replicate online.

  Social gatherings, tastings, and trusted retailers also matter—but in-person, immersive experiences lead the charge. More passive methods like influencer content or wine club shipments don’t seem to have the same effect.

  The takeaway? Wine isn’t just a product. It’s an experience—and wine country is still the best showroom we have.

Why This Matters

  Our biggest opportunity lies with converting curious, affluent younger consumers into wine lovers—and eventually, loyal buyers. To do that, we need to get them into wine country.

Research consistently shows that visiting wineries increases consumers’ exposure to higher-end wines and reinforces a lifestyle that includes wine. And that lifestyle leads to stronger engagement, deeper knowledge, and more frequent purchases.

But Here’s the Catch

  Only 16% of consumers visit a wine region monthly or more—and most of them are already wine lovers.
Another 53% visit once to three times a year.
And 31% of consumers visit less than once a year or never.

chart showing novice and infrequent drinkers less likely to go to wine country

  That last group is where the biggest opportunity lies—and also our biggest challenge.

  Novice wine drinkers make up 54% of those who rarely or never visit wine country. These are exactly the people we need to reach if we want to grow the category long-term.

The most engaged wine tourists?

•People who buy $50+ wines


•Those who own 25+ bottles


•Wine experts


The least engaged? Newcomers.

  This leaves us with a critical challenge: How do we attract novice drinkers and infrequent buyers to wine country in the first place?

What Now?

  To grow our consumer base, wineries must take this data seriously. That means:

•Lowering the barriers to entry with more accessible, welcoming, and inclusive experiences


•Designing immersive, unforgettable visits that educate and inspire


•Investing in storytelling, hospitality, and connection—the things that can’t be bottled, boxed, or shipped


In Summary

  The decline in wine country visitation isn’t just a hospitality problem—it’s a brand engagement crisis. If fewer people are stepping into our world, fewer people are falling in love with wine. And that affects the entire industry, from DTC to wholesale.

  We need to rethink the winery experience, not as a bonus channel, but as the first step in a consumer’s lifelong journey with wine. The more gateways we build, the more drinkers we gain—and the better chance we have at making wine culture thrive for generations to come.

  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 13thyear, 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.

the power of storytelling

Beyond the Tasting Room

Cyndi

How to Build a Visual Content Ecosystem That Powers Your Sales Team

By: Jake Ahles | Morel Creative

The average winery pours countless hours and dollars into its tasting room experience. From curated lighting to seasonal menus, from bottle shots to Instagram Reels, everything is designed to draw the consumer in and create a memorable moment.

But Here’s the Hard Truth: If your storytelling ends at the tasting room door, you’re leaving growth on the table.

Your Sales Team: Whether it’s internal reps, distributor partners, or national brand ambassadors are out in the world every day pitching your wines. And far too often, they’re doing it without the assets, clarity, or tools they need to succeed.

  If they don’t know your brand story inside and out—and if they don’t have the right media to help them tell it—you can’t expect them to win placements, gain traction, or build long-term buyer relationships.

THE PROBLEM

Inconsistent Storytelling & Missed Opportunities

We hear this from sales teams all the time:

•    “I know the wine is good and the story rocks, but me telling it isn’t as powerful as showing it.”

•    “I wish I had a some visual assets I could send after meetings to follow up on specific buyer questions.”

•    “We need something that shows the vibe of the brand, not just a sell sheet.”

The Reality is: Great wine doesn’t sell itself, Great storytelling does. Especially when it’s consistent, engaging, and accessible to every person representing your brand.

  Yet most wineries still treat content as a siloed marketing task or a consumer-only asset. Sales decks are made once and forgotten. Distributors are left hunting for old PDFs. Brand videos, if they exist, live on YouTube instead of in rep-ready form.

There’s a better way. We call it a Content Ecosystem.

THE SOLUTION

A Content Ecosystem That Powers Sales

A content ecosystem is a structured library

of storytelling assets that:

•    Trains and equips your sales team.

•    Supports buyer meetings and follow-up.

•    Drives consumer pull-through.

•    Keeps your brand story consistent

      across all markets.

  We first rolled this out with a globally recognized non-alcoholic spirits brand during their North American expansion. The brand needed a way to align regional sales reps, educate distributor teams, and ensure a consistent brand message—no matter who was telling the story. As the brand entered new markets, they needed a way to align regional sales reps, educate distributor teams, and ensure a consistent brand message—no matter who was telling the story.

  Morel Creative built out a strategic media ecosystem that did just that.

What It Looked Like in Practice

  The brand was scaling rapidly, and with that came a new challenge: ensuring that every account manager, field rep, and bartender ambassador was telling the same compelling brand story.

The Content Ecosystem included:

•    Short-form brand story videos that could be played in meetings or texted as follow-ups.

•    Product-focused micro-content to showcase each SKU’s unique benefits.

•    Digital-ready pitch decks with visuals, soundbites, and sell-in talking points.

•    Interactive training modules so reps could absorb brand language on their own time.

•    A centralized media library so no one ever had to ask, “Do we have a bottle shot?”

  The result? Not only did reps feel more confident in the field, but they also had the tools to follow up with purpose, using targeted assets based on what came up in buyer meetings.

Why Wineries Need This Now

  In today’s hyper-competitive wine landscape, it’s not just about making great wine. It’s about making it easy for other people to believe in your brand and then tell its story effectively and consistently.

  That means building a media ecosystem that does more than just look good.

IT TRAINS

•    Your sales team learns how to talk about the brand.

•    They understand what makes each wine unique.

•    They feel confident walking into meetings or events with a story to tell.

IT SELLS

•    Buyers get clean, compelling follow-ups.

•    Brand story videos or vineyard content reinforce what was discussed.

•    Restaurant and retail staff have tools to hand-sell your wine to customers.

IT SCALES

•    New sales reps onboard faster.

•    Distributors can self-educate and stay aligned.

•    Your brand message remains clear in California and Connecticut.

Anatomy of a Content Ecosystem for Sales

  Here’s what a modern winery’s sales content ecosystem might include:

1. Brand Story Video

•    60–90 seconds.

•    Shows the people, place, purpose, and product.

•    Ends with an invitation to carry or try the wine.

2. Product Highlight Reels

•    Quick videos (15–30 seconds) that focus on tasting notes, sourcing, pairings, or seasonal context.

•    Perfect for email follow-ups or social sharing.

3. Digital Sales Deck

•    Slides with concise story points, strong visuals, and QR codes to videos or training links.

•    Pitchable in-person or over Zoom.

4. Asset Library

•    Bottle shots, label art, brand bios, winemaker photos, awards, etc.

•    Organized and shareable via Dropbox, Google Drive, or a custom portal.

5. Follow-Up Toolkit

•    Templated email scripts.

•    Suggested video or content to send

      post-meeting.

•    Customizable based on buyer interest (e.g., sustainability, food pairings, origin story).

6. Internal Training Materials

•    One-pagers for reps.

•    Brand language cheat sheets.

•    Internal-use video walk-throughs of key storytelling points.

REAL RESULTS:

What Happens When You Support the Whole Funnel

  When you invest in your sales-side content, here’s what typically improves:

•    Faster onboarding for new reps.

•    Better brand recall during meetings.

•    Stronger trade relationships (because buyers feel like you “get it”).

•    Higher conversion rates post-pitch.

•    More consistent brand experience from the tasting room to the restaurant floor.

•    And most importantly: More cases sold.

FINAL THOUGHTS

Make Your Story Easy to Sell

  You already know that wine is an emotional product. People buy it because of how it makes them feel—the story it lets them tell.

  That applies not just to consumers, but to buyers, distributors, and floor staff. If you can give them a story they believe in—and the tools to tell it well—you’ll stop relying on charisma alone and start seeing real momentum.

So the question is…

•    Have you equipped your team to sell the story as well as they sell the wine?

•    Do you have a follow-up plan after a meeting ends?

•    Is your brand message consistent, clear, and easy to repeat?

  If not, it’s time to build a content ecosystem that works as hard as your wine does.

Because great stories don’t just inspire. They sell!

Paying Homage to the Region’s Heritage and History

Cyndi

By: Gerald Dlubala

Bryce and Julia Flaherty appear to be typically busy parents, with Julia recently leaving her job to be a stay-at-home mom for their three children, all under the age of four, and Bryce holding down a physically and mentally demanding job as a full-time firefighter/paramedic. Now add everything that comes with owning, maintaining, and operating a family vineyard and winery to the mix, and you can see that the word busy, when describing Flaherty’s lifestyle, is quite the understatement. They purchased a 13-acre plot on a former golf course in LeClaire, Iowa, intending to start a vineyard and winery using Iowa grapes while honoring the region’s history. That was the birth of Olathea Creek Vineyard and Winery.

owners of the winery enjoying a UTV ride with their two sons

  “The property was an original 9-hole golf course for 30 years, with ownership plans to expand it to an 18-hole range,” said Bryce. “That plan never materialized due to health reasons of one of the owners. The course eventually closed permanently for about five years. When the property became too much to maintain, the owner sold it in lots. We took the opportunity to purchase a 13-acre plot to begin our dream of planting a vineyard and opening a winery here in LeClaire.”

  Olathea Creek Vineyard and Winery is named in reference to the property’s history. The former golf course was named Olathea Golf Course. Additionally, the property was once the campsite for the Sauk and Fox tribes. The word “olethe” is the Fox term for beautiful, which perfectly describes the vineyard and winery’s pleasing country setting and picturesque creek that serenely sits along the Mississippi River.

Hobbyist to Winemaker

  The Flaherty’s jumped right in with no previous vineyard, winery, retail, or service industry experience between them.

  “It was a huge learning curve for us,” added Bryce. “The Kirkwood classes and programs helped us out tremendously. They were heavy into hands-on training and experience, aimed at those who wanted to open wineries or were heavy home producers and growers, generally, those who produced at least 50 gallons annually for home use. There were four wineries that opened just from our class alone, so everyone was willing to share and bounce resources and ideas off each other. We shared good and bad recipes, contacts, and resources, and discussed problems winemakers ran into and how to fix them. It was a great group, and we continue to network and use these folks for any questions or resources we need.”

  “Additionally,” said Julia, “We learn, and continue to learn, through other winemakers and grape growers in our region through the Iowa Wine Growers’ Association. It is a very connected network open to sharing ideas and helping each other.

First Plantings

  The Flaherty’s planted their first grapevines in 2019. The first production was in the Fall of 2020, and by their third harvest, Olathea Creek Vineyard and Winery production came in at 5000 pounds.

  “I was ecstatic with that production,” said Bryce. “Currently, our two-acre vineyard contains about 75% Petite Pearl vines and 25% L’Acadie Blanc vines. The Petite Pearl is a red wine grape that we use for our darker, bolder selections, and is probably the closest we can get to a true cabernet within our climate. The L’Acadie Blanc is a white grape from Nova Scotia that we use for our dry white selections and a recent sparkling wine we’re making. We’re excited to be one of only two growers in Iowa making wine with L’Acadie Blanc grapes right now, and we’re one of only a few to make wine using both varietals.”

vines growing in the vineyard

  The Flaherty’s were concerned that because the ground was a golf course for 30 years, it could be over-fertilized and exceed the desired nutrient thresholds. However, numerous core sampling results showed optimal ranges for the soil, eliminating those concerns. Because the course was closed for five years before planting, the excess nitrogen had burned off. The vineyard had excellent, farmable soil in a rivershed landscape, only needing micronutrients due to normal wear and time.

  “All of our winemaking focuses on using Midwest grape varietals,” added Bryce. “Everything currently on our menu here is an Iowa-specific grape, and we work with other Iowa grape growers for use in the selections we don’t specifically grow here.”

  Bryce told The Grapevine Magazine that all production and processing are done on-site. For the first 3-4 years, everything was hand bottled, corked, foiled, and labeled. The Flaherty’s received a “Choose Iowa” grant for value-added agriculture and were able to purchase a bottling line to make their life a little easier.

  “We updated to a ViMeg 500 bottling line that fills and corks four bottles at a time,” said Bryce. “We still manually shrink wrap and label the bottles, doing 10-15000 bottles annually.”

Visitors Enjoy Great Wines, A Modern Farmhouse Vibe, And Country Scenic Views

  “We like to keep an open attitude towards wines because many people are nervous about trying new wines,” said Julia. “Visitors can have tasting flights upon entering our tasting room. Our wine tenders are truly knowledgeable in helping our guests choose tasting flights based on their likes and dislikes. We offer wine and chocolate pairings as well. But once you decide, you’re welcome to take your flight, glass, or bottle out back to enjoy while you take in our serene country setting and river views. We have a variety of indoor and outdoor seating, including a gazebo and a large patio and lawn area for outside seating.”

wedding set up on the vineyard

  “It’s a modern farmhouse vibe,” said Bryce. “We have the front six acres that includes everything now, with the open room in the back for future expansion. We’re close to town but still secluded outside. We encourage guests to wander the vineyard and enjoy all the property offers, including views of the Mississippi River, only about 100 feet from the property. Guests can come to hang out, or they can enjoy our scheduled special events or weekend live music events.”

  Located in the Midwest, sweeter fruit wines are the most popular, including Olathea Creek Vineyard and Winery’s raspberry and blackberry wines. Other, unique seasonal offerings include jalapeno-flavored and hibiscus-flavored wines. Olathea Creek Vineyard and Winery also have a returning core of dry wine drinkers who come specifically for their Petite Pearl and “The O.C.,” a premium dry white wine that mimics a quality chardonnay made from Iowa grapes.

Parties, Events, And Advice for Future Winemakers

  Olathea Creek Vineyard & Winery offers several outdoor areas to hold that special event, party, or wedding reception, including the gazebo overlooking the vineyard, an arbor wedding in the vines, or under an elegant chandelier on a white bridge with outdoor spaces located near the tasting room.

winery visitor on the patio

  “Our max capacity inside right now is around 99 guests,” said Bryce. “We have a small party room with a sweet spot of about 40-60 people, so we regularly host showers, family gatherings, and similar-style events. We can manage between 150-250 guests outside for larger weddings. Of course, there’s always anxiety over the weather for outdoor weddings, but those who have done it and rented tents have loved our facility and surroundings.”

  “It’s always been in our extended plans to build a wedding venue barn to be able to host larger weddings on a year-round basis,” said Julia. “For right now, we are in a smaller event niche. We do have live music and food trucks every other Sunday, yoga in the vineyard, wine and chocolate pairings, and this July 19th, we are partnering with Mississippi Bend Trykes to sponsor a 5k run to support children with disabilities and help provide specially made bicycles for those who cannot ride traditional bikes.”

  “We also offer winemaker series classes for those that want to learn more about winemaking in a little more detail,” said Bryce. “We offer those classes in things like sugaring, oak sampling, and more to pull the curtain back a little to allow interested guests a way to come in and learn the ropes of certain tasks and get an insider’s view of winemaking.”

  Bryce advised future vineyard and winery owners to develop a trusted network consisting of those who they feel comfortable leaning on for help, questions, contacts, and advice.

people in lawn chairs at the vineyard

  “Here in Iowa, everyone is so helpful,” said Bryce. “It’s a Napa-style attitude that no visitor comes to the area for just one winery, but they will come for a group of wineries. When we help each other individually, we’re helping to support the entire Iowa wine industry, and that’s good for everyone. Everyone here was more than willing to open their books, share contacts and resources, and share how we can all save money in our industry. No one may make the trip to visit just one winery, but they will make the trip to visit three or four and have a wonderful day of visiting and touring the area.”

  Another money-saving tip Bryce added was that many wineries are willing to take on help and use those people who are looking to gain valuable winery experience. Customers and interested people can fit into an apprentice role in many areas and help get tasks done quicker than if they had to do it all themselves. It’s a great idea for new or young, family-owned businesses.

  Olathea Creek Vineyard & Winery is open from 12-7 pm on Fridays and Saturdays, and 12-6 pm on Sundays. For more information on their wines and upcoming events, or to contact the Flaherty’s, head to their website or call:

Olathea Creek Vineyard & Winery

23456 Great River Road

LeClaire, Iowa 52753-9141

(563) 726-1892

www.olatheacreekwinery.com

julia@olatheacreekwinery.com