Category: Winery Info

Southbrook Vineyards: Living a Sustainable Mantra

Cyndi
winery with barrels in the background

By: Alyssa Andres

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Cyndi
pricing strategy

By: Briana Tomkinson

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

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

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

A few cents can make all the difference

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

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

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

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

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

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

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

Vary the Price of Your Wines

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

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

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

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

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

Carefully Monitor Sales Volume in Different Channels

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

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

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

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

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

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

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

Tips for Pricing Wine in British Columbia

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

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

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

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

Pre-Harvest Planning

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

By: Tom Payette, Winemaking Consultant

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

•    Clean all your hoses a few times before harvest.

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

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

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

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

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

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

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

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

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

Exploring How a Boutique Winery Crafts a Diverse Wine Portfolio

Cyndi
4 red wine bottles

By: Becky Garrison 

A quick glance at the wine list at Fullerton Wines, and one could easily be fooled into thinking this family-run venture is a large-scale commercial winery. Depending on one’s palate and pock-etbook, they can choose from Fullerton Wines’ Single Vineyard and Reserve wines, their nu-anced Five FACES line of Pinot Noir and Chardonnay, or their more playful and lighter Three Otters line of Pinot Noir, Chardonnay, Pinot Noir Rosé and Pinot Gris. So how can a boutique winery that produces 8,000 cases annually craft such a vast array of wines?

  The short answer? “I’m on the road a lot,” said Fullerton Wines’ winemaker, Alex Fullerton. The long answer starts with Alex’s lifelong passion for wine, cultivated through his family back-ground and education in viticulture and enology at Oregon State University. These factors gave him the tools he needed to craft distinctive wines that reflect the soil where they are grown.

A Wine-Loving Family

  Prior to founding Fullerton Wines, Eric and Susanne Fullerton, hailing from Denmark and Swe-den respectively, introduced their passion for wine to son Alex and his siblings. As a teenager, Alex caught the wine bug during a trip to France with his father. His interest continued when he journeyed with his family through Burgundy, Bordeaux, Champagne and other Old World re-gions. During these trips, he learned how wine can serve as a bridge between cultures.

  After high school, Alex attended OSU, where he graduated with an economics degree before en-rolling in the Viticulture and Enology program. Here he obtained the scientific skills needed to fine-tune the informal education and refined palate he received from his parents.

  After college, Alex worked at Drylands Winery in Marlborough, New Zealand, as well as Pen-ner-Ash Wine Cellar and Bergström Wines, two wineries based in Newburg, Oregon. While get-ting hands-on experiences at Willamette Valley wineries, he gained an in-depth understanding of Willamette Valley soils. While the Valley’s soil is known internationally for producing award-winning Pinot Noirs, other area soils are ideally suited for growing white wines such as Char-donnay and Pinot Gris. In some instances, the same soil can produce both grapes.

  In 2011, Alex and his family put that Willamette Valley soil to the test. Despite a challenging growing season, they achieved success with the 468 Chardonnay vines planted at Estate Ivy Slope Vineyard, the formal name of the family’s backyard in Beaverton, Oregon, on the northern border of Willamette Valley.

  From the winery’s inception, the Fullertons have sought to produce quality fruit that mitigates the impact of climate change. They achieved this goal by employing organic and biodynamic farming methods such as permanent cover cropping and the use of organic fertilizers.

Looking to the Soil

  Since then, the Fullertons expanded their winery by exploring which grapes work best with the type of soil in a given vineyard. The soils present in the Willamette Valley are sedimentary, vol-canic, and loess. The history of how the soil came to be so varied is as complex as the grapes that grow from it.

  Flooding during the end of the last ice age formed the Willamette Valley and left behind a com-plex series of soils with unique characteristics. A repeatedly melting glacial dam led to Missoula flood deposits that were brought down the Columbia Gorge and eventually became the Valley’s floor soil.

  The flooding from the Pacific Ocean brought marine sediments, creating the soil that produces voluptuous blue and black fruit with rich aromatics, denser tannins and earth tones.

  Basalts originated due to lava flows from eastern Oregon, which gave rise to the volcanic hills in the Valley. Here, one finds grapes that produce red-fruited wines with soft tannins, a noteworthy acidity and spicy aromatics.

  Silt blown up from the Valley onto the northeast side of the Willamette Valley produced wind-blown loess. This soil tends to produce a darker flavor with grapes that have a round tannin structure and mixed berry aromas with undertones of exotic spices and briar patches.

A Vast Portfolio of Vineyards

  This year, Fullerton is working with a dozen vineyards nestled among the AVAs that spawn the entire Willamette Valley wine region. These AVAs and their corresponding vineyards include:

•   Willamette Valley (Apolloni Vineyard, Bennett Vineyard, Croft Vineyards)

•   Chehalem Mountain (ArborBrook Vineyard, Nemarniki Vineyard)

•   Dundee Hills (Bella Vida Vineyard)

•   Eola-Amity Hills (Bjornson Vineyard)

•   McMinnville (Momtazi Vineyard)

•   Ribbon Ridge (Lichtenwalter Vineyard)

•   Van Duzer Corridor (Wetzel Vineyard)

•   Yamhill-Carlton (Fir Crest Vineyard)

  This vast portfolio of vineyards are selected based on the Fullerton family connections. The net-work allows Alex to pinpoint the exact plots of land that will work best for producing particular types of wine. “This selection process preserves the heart and soul of the individual vineyards so they can all speak for themselves,” he said.

  According to Alex, this diversity allows him to blend with consistency, as he has a vast palette of grapes at his disposal that he can use to craft specific wines. Furthermore, by having vines scat-tered throughout the Willamette Valley, Fullerton Wines can still harvest grapes should one re-gion experienced a severe weather crisis such as drought or fire.

  Still, Alex admits it can be draining to run around sampling the vines. He decides when it’s time to harvest a particular vineyard based primarily on his taste assessment. A refractometer helps him assess the sugar and when to mash the grapes. Then he titrates the wine and uses a spec-trometer to evaluate the enzymes.

Less is More

  Zoning restrictions and the desire for a modernized facility led the family to move the winery to Corvallis, Oregon. Here Alex puts his “less is more” belief into practice. For example, the reality that wine can be made naturally with the aid of wild yeast, combined with Alex’s years of tasting hundreds of inoculated and spontaneous fermentations, led to his preference for spontaneous fermentations. He eschews fining, which results in producing vegan-friendly wines. Also, only select wines will receive cross-flow filtration once testing proves they will benefit from the pro-cess.

  Fullerton’s Single Vineyard and Reserve wines point to those selections that Alex believes come from the best barrels from their premier vineyard sites. Each bottle represents the unique condi-tions of that particular vineyard, and are marketed towards the serious wine connoisseur.

  Their Five FACES label, an acronym for the five Fullerton family members—Filip, Alex, Caro-line, Eric and Susanne—was created to make a true Willamette Valley blend. Five FACES Pinot Noir and Chardonnay blend fruit from both volcanic, basalt-based soils and sedimentary, sand-stone-based soils. The complexity of this wine is due to their restrained use of aging in new French oak.

  Five FACES Pinot Noir tends to be on the lighter side, with refined tannins and high but well-integrated acidity. Notes of spice, smoke, and wet earth speak to the mixed berry aromas and fla-vors like fresh marionberry, strawberry, and cherry.

  Five FACES Chardonnay speaks to the growing acceptance of white wine grapes in the Willamette Valley. This wine has a medium-plus body with an elegant tension between acidity and texture. Underneath the intense aromas of apple, pear, brioche and citrus, is a sense of min-erality and spice notes.

  In 2014, Fullerton launched its Three Otters line with the intention of offering an intriguing value wine. The line is geared towards the broader market by appealing to consumers who are seeking a quality wine in the $15-$25 range. The label honors the family’s Northern European heritage, as three otters have rested prominently on the Fullerton family crest since the 13th century. This label also highlights the playful nature of this approachable, lighter and easier drinking wine.

  In addition to Pinot Noir and Chardonnay, the Three Otters line includes Pinot Noir Rosé and Pinot Gris. The rosé was crafted as the result of a friendly competition between Alex and his fa-ther, Eric. It has soft floral undertones and a light, breezy structure with notes of watermelon, strawberry and citrus. Even though Alex admits that Pinot Gris can be a “boring wine,” he want-ed to add one to the Three Otters line because he had a unique chance to work with some fifty-year-old Pinot Gris vines.

  While the winery is not open to the public, visitors who take a trip to Fullerton’s wine bar and tasting room in Northwest Portland can take a mini-tour through the range of wines produced by the entire Willamette Valley. That way, they can sit and savor without spending the day navi-gating traffic.

Sustainable Wineries Attract More Consumers

Cyndi
winery at the foot of the mountain

By: Briana Tomkinson

  Concern about threats related to climate change is inspiring more consumers to make lifestyle changes like going vegan, upgrading to electric cars, reducing plastic waste and seeking more environmentally sustainable products. It’s also starting to affect how consumers select their wine.  

  Surveys of wine consumers in Canada, the U.S., Sweden and the UK are indicating a growing interest in purchasing sustainably produced wine, favorable perceptions of sustainable certifi-cation programs and certification logos, and a willingness to pay more for sustainably pro-duced wine—particularly by Millennials and Gen Z.

  For many Canadian winemakers, however, their interest in sustainable winemaking began well before consumers started paying attention.

  According to veteran British Columbia winemaker Gordon Fitzpatrick, adopting environmentally sustainable practices isn’t just the right thing to do—it also makes good business sense. “Often, sustainable choices have economic benefits. It’s not mutually exclusive,” Fitzpatrick said. “Every little bit helps.”

  Fitzpatrick has been in the wine business since 1986 when he founded Cedar Creek Estate Winery. He sold the majority of his vineyards to Mission Hill five years ago, but kept one be-tween Peachland and Summerland. In 2017, he launched a new label, Fitzpatrick Family Win-ery, using those grapes.

  The boutique winery focuses on sparkling wine and has approximately one-fifth of the produc-tion capacity of Cedar Creek, topping out at about 10,000 cases at full production. The shift into sparkling wine was a strategic choice to take advantage of the vineyard’s unique microcli-mate.

  “We lose the sun about two and a half hours earlier than most other vineyards,” Fitzpatrick said. “That’s why we specialize in sparkling wine. It creates that natural crisp acidity. I call it shade’s gift.”

  Fitzpatrick Family Winery is located in the Thompson Okanagan region, British Columbia’s pri-mary wine-growing region. The area boasts 84% of the province’s vineyards by acreage and has over 200 wineries. Wine tours are a big draw for visitors to the region. With the local tour-ism association increasingly spotlighting sustainable tourism, wineries like Fitzpatrick’s are get-ting more recognition for their environmentally friendly choices.

  The Thompson Okanagan Tourism Association recently developed a sustainability pledge to identify and feature responsible tourism providers in the region, including Fitzpatrick Family Winery. Other wineries who have signed on to the program include Poplar Grove (https://www.poplargrove.ca/), Grizzli Winery (www.grizzliwinery.com) and Meadowvista (www.meadowvista.ca).

  The region was also officially certified as the first destination in the Americas to achieve the Sustainable Tourism Accreditation from Biosphere International and the Responsible Tourism Institute. The certification criteria includes commitments to environmentally sustainable practices, including ensuring access to sustainable energy and adopting measures to mitigate cli-mate change.

  Fitzpatrick Family Winery was a pilot winery for the program last fall, Fitzpatrick said, which included a thorough audit on water, energy and waste management practices.

  “We think of ourselves as good stewards of the land, but you always want to look at how you’re doing things. They came up with some recommendations on how we can do things even better than we currently are [doing them]. It was a very worthwhile process to go through,” he said.

  Recommendations ranged from replacing big-ticket items like a 25-year-old water pump with a newer, more energy-efficient model, to less costly initiatives like installing flow meters to better monitor water usage, and expanding the winery’s compost program to incorporate food waste from the on-site, seasonal restaurant.

  The winery is also now pursuing organic certification, following a recent $40,000 investment in mechanical weeding equipment that will allow Fitzpatrick to stop using herbicides in the spring.

  In the last five years, Fitzpatrick said consumer awareness of sustainable practices has changed significantly. “People are much more aware and want to know what your practices are, and are you being a good steward of the land,” he said. “it’s nice to be able to stand be-hind what we do.”

Do Wine Consumers Care? Researchers Say Yes

  According to market research by Wine Intelligence, it’s not just hippies who are choosing more socially and environmentally conscious purchases. Interest in organic, fair trade and sustaina-bly produced wine is growing and is now considered mainstream, particularly among consum-ers under the age of 45.

  In the U.S., almost three-quarters of consumers surveyed said they would consider buying sus-tainably produced wine in the future. Seventy percent of Canadians agreed.

  Nine out of ten millennial consumers surveyed said they would be willing to pay an average of $3 more for sustainably produced wine. The research found that sustainability certifications for wine improved consumers’ willingness to buy.

  The research was presented at the first U.S. Sustainable Winegrowing Summit in Sonoma last June. In a speech at the event, Wine Intelligence CEO Lulie Halstead outlined five key concepts  to “sell” sustainability to consumers, highlighting how it’s good for people as well as for the environment:

1.   Focus on the small steps producers and consumers can take today.

2.   Frame sustainability as a positive choice: talk about positive benefits.

3.   Use groupthink for good: invite customers to be part of a larger movement to make greener choices.

4.   Appeal to feelings, not facts: logic is not as persuasive as emotion.

5.   Be brief: keep messaging succinct.

  The second edition of the U.S. Sustainable Winegrowing Summit will be held this year on May 5-6 in Long Island, New York. The event will feature tours of sustainable wineries in the area, as well as a full conference program. Tickets are $50. More details are online at https://www.sustainablewinegrowing.org/summit/.

British Columbia to Host Global Sustainable Tourism Conference

  The Thompson-Okanagan region is also hosting the 2020 Global Sustainable Tourism Confer-ence November 19-22—the first time the annual event will be held in Canada—at the Delta Ho-tels by Marriott Grand Okanagan Resort in Kelowna.

  The event will feature expert speakers and panelists from around the world. Over 500 local, national and international delegates are expected to attend, including destination marketing professionals, airlines, travel agents, international media and tourism-oriented business lead-ers.

  According to President and CEO of Tourism Kelowna, Lisanne Ballantyne, industry research indicates that interest in sustainable tourism destinations is growing. She said recent reports have found 87% of consumers want to travel sustainably, and 67% are willing to pay more for travel that has a less negative impact on the environment.

  In 2019, for the second year in a row, TOTA was named the World Responsible Tourism Award Winner at the Annual World Travel Awards.

  According to British Columbia’s Minister of Tourism, Arts and Culture, Lisa Beare, the prov-ince’s stunning scenery and unspoiled wilderness is a key draw for visitors from around the globe, and the region’s tourism strategy reflects that.

  “Our strategic framework for tourism seeks to responsibly grow the visitor economy by re-specting nature and the environment, and making sure that everyone sees the benefits of this important industry,” Beare said in a press release about TOTA’s award win.

Why You Like Ontario Wine But Just Don’t Know It

Cyndi
bench at the middle of a vineyard

By: Alyssa Andres

  I can’t count the number of times I’ve heard people say, “I don’t like Ontario wine.” It’s a statement I constantly hear, especially in the Niagara region, where a lot of wine lists focus on local producers. Every time I hear this sentiment, I’m a little appalled. It’s like saying you don’t like Chardonnay. Maybe you just haven’t found the right Chardonnay for you. So, this year, when I attended my very posh friend’s annual holiday wine tasting party, I brought along a nice, moderately priced bottle of Ontario wine to add to the mix of thirty bottles we were blind tasting. The premise: each person brings a bottle of wine and, throughout the night, tries each one and chooses their favorite. The winner was chosen based on everyone’s overall rating. Simple. The prize: a $200 bottle of Gamble Mary Ann, a Napa Valley Bordeaux Blend. I quietly uncorked my bottle of wine from Ontario’s Ridgepoint Wines and waited for the night to unfold. 

  Currently, Ontario is cursed with the same stigma that California received in the 1970s before the Judgement of Paris. No one seems to believe Ontario vintners are capable of producing great wine. Forty years later, California is one of the leading producers in the world and seen as a premier destination. However, Ontario winemakers are still fighting to make a name for themselves in the international market, despite having been producing wine for decades. Several factors influence this: the lack of knowledge when it comes to the Ontario wine region, the stereotypes associated with Ontario wine, and the need for better distribution of wine from within the province.

  Winemaking in Ontario dates back to 1811 when German native, Johann Schiller planted Pennsylvania-native Labrusca grapevines in Cooksville, Ontario. The first winery in the province opened its doors in 1866 on Pelee Island and Niagara’s first winery, the Ontario Grape Growing and Manufacturing Company, followed shortly after in 1873. These early days of winemaking in Ontario saw over thirty new wineries open for business by the late 1800s. Unfortunately, by the time prohibition was repealed in 1927, this number had fallen from 61 to six. At this same time, the government created the Liquor Control Board of Ontario to control the sale, transportation and delivery of alcoholic beverages in the province. Eighty-six LCBO stores opened by the end of that year, and liquor permits were issued at $2 each to enable individuals to purchase alcohol. At this point, the rules and regulations surrounding the production and sale of wine did not allow for new wineries to open.

  It wasn’t until the early 1970s that winegrowers started to take the first steps to revitalize the Ontario wine industry. In 1974, Inniskillin Winery became the first new Ontario winery to open its doors since 1916. They opened the gates for a slew of other wineries to follow, and, by 2005, a total of 75 new wineries had opened up in the region. In 1988, the Vintner’s Quality Assurance laid out the specific geographic guidelines for the winemaking appellations of Ontario and set strict production standards on wine throughout the province.

  Today, there are three VQA wine appellations in Ontario: Lake Erie North Shore, Niagara Peninsula and Prince Edward County. Within the Niagara peninsula, there are two regional appellations: Niagara-on-the-Lake and the Niagara Escarpment. These regional appellations are then broken down further into 10 sub-appellations based on their unique geographical conditions. Each sub-appellation has different geology, soil, elevation and variation in temperatures and precipitation. There is such diverse terroir in this 13,600 acres of land that they can produce everything from delicate Rieslings to bold and tannic Petit Verdot. The Niagara Peninsula currently boasts over 46 different grape varietals. Riesling, Chardonnay, Cabernet Franc, Gamay Noir and Pinot Noir particularly flourish here. 

  When people think of Canada, they don’t naturally think of wine. They think, “The Great White North,” hockey and snow. The reality is, the Ontario landscape is so vast and varied that it allows for the production of a lot more than just icewine. The Great Lakes border the southern part of the province. Most vineyards are planted along the perimeter of Lake Ontario, an enormous body of water that moderates the typically colder winter temperatures of the area. Moderate temps also make for a longer growing season. Harvest of most grapes doesn’t start until late September, with the late-ripening grapes being picked still well into November. Everything from Malbec to Nebbiolo can be grown. Ontario may have cold winters, but the summertime temperatures reach Mediterranean levels of 95 degrees Fahrenheit.

  Ontario also has elevation. The Niagara Escarpment stands 177 meters tall and runs through the entire Niagara Escarpment appellation. The enormous cliff formation faces north and, combined with the moderating effect of Lake Ontario, creates the perfect micro-climate for nurturing a diverse variety of grapes. The escarpment shelters the vineyards from prevailing southwest winds and traps warm lake air from the north, allowing for later bud bursts and less risk of frost in the spring, as well as extended growing seasons in the fall. Hot days followed by cold nights allow grapes to retain their acidity while fully ripening, making for exceptionally well balanced, food-friendly wine. The streams that run through the escarpment provide drainage during the spring melt and provide an excellent source of groundwater during the dry summer months.

  The soil in the Niagara Escarpment is rich and complex. UNESCO recognizes the region as a World Biosphere Reserve due to the regional appellation’s fossil-rich sedimentary soils, not unlike Burgundy and Loire Valley. The Beamsville Bench sub-appellation has some of the most sought after vineyard land because it’s home to fossil-enriched dolomites. High in calcium-magnesium, the dolomites give the wines of Beamsville Bench a distinct minerality, similar to a Chablis. Beautiful Sauvignon Blanc and Pinot Gris are being produced here with notes of slate and wet stone, complemented by fresh pear and crisp green apples.

  Just a few kilometers from the Beamsville Bench, you find yourself in the Twenty Mile Bench with a terroir comprised predominantly of limestone and shale. These soils provide excellent water holding capacities during the growing season. Combined with the numerous streams that dissect the escarpment and provide drainage in the spring, Twenty Mile Bench is a highly regarded VQA sub-appellation. Here you will see producers focusing primarily on Burgundian style Pinot Noir and Chardonnay. These beautiful cool climate wines are a breath of fresh air after an onslaught of overripe and overproduced New World wines the market has been seeing over the recent years.

  Directly next to Twenty Mile Bench, nestled between the escarpment and Lake Ontario, the Lincoln Lakeshore appellation has one of the longest and warmest growing seasons in the region. The scarp acts as a shield from heavy winds, and the lake provides insulation against cold temperatures and traps moisture during hot, dry summers. The most notable characteristic of Lincoln Lakeshore, though, is its terroir. The soil within this appellation is extremely varied. Fifty-five percent of the area is covered in light sand, but you will also find pockets of deep red clay loam and alluvial deposits from the ancient lake that once existed here. Cabernet Franc seems to flourish in these areas in a very classic expression of the varietal. Big tannin, bold black fruit and a hint of crisp green pepper are typical in these wines.

  Meanwhile, along the sunny banks of the Niagara Lakeshore appellation, light, sandy soils allow for deep-rooted vines and later ripening grapes. Here, you will find notably fuller-bodied wines with potential for maturing: big Bordeaux style blends with bold black fruits and ripe tannin. They are even growing Petit Verdot and Tannat in this appellation. The simple geography and proximity to the lake and Four Mile Creek ensure warm temperatures and lots of sunlight year-round. In other words, when it comes to wine in Ontario, there’s the opportunity to produce just about anything.

  The issue is you won’t necessarily find the best Ontario wines in the local liquor store. Ontario vintners can’t even get most of them on the shelves in their own LCBO stores. The process of getting wine in the hands of consumers is not an easy one in Ontario.

  Most Ontario wineries are opting for small-batch wines that are only available in the winery tasting rooms. Recently, “virtual wineries” have started popping up with no physical storefront, just a product packaged under a winery name—similar to the Old World French tradition of “negociants.”

  The best way to find the best Ontario wine? Come to Ontario. Let the locals tell you where to go. It won’t necessarily be the big names like Wayne Gretzky or Jackson-Triggs. Some of the best wineries are literally inside the winemaker’s house, and they’re all too happy to have you.

  Since moving to the region, I have had the pleasure of discovering numerous wine producers who are doing remarkable things. Ridgepoint Wines, located in the Twenty Mile Bench, is one of the wineries that impressed me. At Ridgepoint, they are producing everything from appassimento-style Cabernet Sauvignon and Merlot to single varietal Sangiovese and Nebbiolo. The wine that I brought to the holiday tasting party was a 2012 blend of Cabernet Sauvignon, Merlot and Ripasso-style Aglianico. Amongst the juicy California Cabs and concentrated Amarones on the table, it was a delightful respite.

Tasting thirty wines in one night is no easy feat. Your palate can only handle so many Barolos in one evening. What my wine offered was a beautiful variation from the others, starting with a complex nose of cherry and cassis, toast and cedar. The refreshingly bright acidity stood out amongst the other wines, and the body, tannin and alcohol still held up against all of the heavy hitters. The palate showed lots of plush fruit balanced with oak and developing notes of leather and tobacco that lingered on the palate in a long, complex finish. The crowd didn’t know what hit them.

At the end of the night, I put on my jacket and packed up my newly acquired bottle of Gamble Mary Ann with a smug grin on my face. I proved to myself, and the others at the party, that Ontario has something to offer the world of wine. Ontario wine is not just good—it’s great.

Are More Audits Coming For the Direct-to-Consumer Market?

Cyndi

By Alex Koral, J.D., Senior Regulatory Counsel with Sovos ShipCompliant

Last fall, the state of Texas began the process of auditing all of their direct-to-consumer (DtC) wine shipping licensees, the biggest such audit in the history of this market.

While all states reserve the right to audit their licensees, the scope of this mass audit surprised many. More than 1,600 wineries possess permits to ship directly to Texas customers. Many have already received a notice from the Texas Alcoholic Beverage Commission (TABC) requesting to review their records. This time-consuming process began in September 2019, when the first round of notices were sent, and will continue as the TABC reviews all permit holders to ensure they are in compliance with the state’s laws.

At the heart of this heightened regulatory scrutiny by Texas is the dramatic rise in popularity of the DtC channel in recent years. Many wine drinkers have come to appreciate the DtC wine shipping market for bringing a direct connection to their favorite brands and greater access to wine clubs and highly-allocated labels, creating a $3 billion national market. 

The beverage alcohol industry has long been one of the most regulated enterprises in the country, so it is little surprise that this increased scrutiny has come to the DtC wine shipping channel. States have a vested interest in making sure they collect the full balance of tax money they are due and that their laws are followed to the letter. As Texas’s audits proceed, they could well represent a harbinger of what’s to come for DtC wine shippers, making it important to understand how and why regulators are examining this market. 

Even the Audits Are Bigger in Texas

In May 2005, Texas Governor Rick Perry signed into law Senate Bill 877, a transformative reform of the state’s Alcoholic Beverage Code that smashed open the door for wineries to ship directly to consumers in the state. Since then, wine enthusiasts in Texas have been able to purchase wine directly from out-of-state wineries, provided those wineries obtain the necessary sales tax and Winery Direct Shipper’s permits.

The state’s timing was no coincidence. Just one week after Gov. Perry signed the new bill into law, the Supreme Court held in Granholm v. Heald that the states’ ability to control their internal alcohol markets under the 21st Amendment did not supersede the general prohibition on discriminating against out-of-state interests under the Commerce Clause. 

Under the decision, states could no longer prohibit direct-to-consumer wine shipping if they allowed in-state shipping. In the years following Granholm, a wave of reforms flowed across the country. But Texas was one of the first to update its wine shipping laws. And today, the state lives up to its outsized reputation by being the second-biggest recipient state for direct-to-consumer wine shipping, according to Sovos ShipCompliant data. 

So what are Texas regulators seeking to achieve with this wave of audits? The goal appears to be ensuring wine shippers are properly licensed, paying excise taxes, reporting shipments, and not exceeding limits on how much they can send to individual Texans. The TABC has asked licensees for the sales data used to produce their Texas Excise Tax returns, including requests for copies of certain invoices

In addition to order data and invoice copies, the TABC has requested information regarding licensees’ business structures, including copies of their state and federal permits, and lists of corporate officers and directors. Contracts or other agreements that licensees have made with fulfillment houses and similar service providers have also been sought.

Finally, the TABC is looking into the specific wines that licensees have shipped to Texas consumers. Texas’s DtC statutes prohibit licensees from selling wines that the licensee does not personally produce or bottle. As such, the TABC has requested licensees provide Certificates of Label Approval (COLAs) and production records for wines shipped to Texas consumers.

These past requests, though, are subject to change at any time and any DtC wine shipper that does receive an audit notice should ensure they comply with the specific requests on their notice.

This heightened review by the state of Texas comes at a time when many states are working to ensure that direct-to-consumer shippers are complying with local regulations. For example, the Michigan Liquor Control Commission is stepping up in response to reports by the Michigan Beer and Wine Wholesalers Association alleging widespread violation of its DtC shipping laws, and the Mississippi Supreme Court recently heard a case regarding stings conducted by the state Alcohol Control Board to catch illegal DtC shippers. 

While Texas is currently the only state to have announced a review of this size, it almost certainly won’t be the last. 

As the Market Grows, So Will Regulator Scrutiny

The Supreme Court’s decision 15 years ago in Granholm v. Heald triggered a wave of wine shipping reforms across the country. Today, 45 states plus the District of Columbia permit DtC shipping, enabling over 90% of Americans to connect directly with their favorite wineries. 

As a result, direct-to-consumer wine shipping has grown from a small, niche market in 2005 into a hugely important channel worth more than $3.2 billion in 2019. According to Sovos ShipCompliant’s annual Direct-to-Consumer Wine Shipping Report, the channel grew by  7.4% percent in value and 4.7% in volume last year as more wineries invested in e-commerce, the average price-per-bottle increased, and Oregon and Washington again outpaced the overall channel in shipment growth, among other trends. 

In many cases, DtC shipping succeeds because it allows smaller wineries access to markets they would struggle to enter if they relied solely on the traditional three-tier system due to their relative size. According to the 2020 Direct-to-Consumer Shipping Report, wineries in the small winery category (5,000 to 49,999 annual case production) again dominated the winery shipping channel in 2019, accounting for 42% of the volume of shipments and 45% of the value of the DtC channel. DTC shipping has emerged as one of the best ways for these smaller producers to reach a national audience. 

This growth also reflects consumer demand across the economy for goods delivered directly to their doorsteps. Apps like Instacart and UberEats have democratized delivery, and consumer expectations for quick and convenient delivery have never been higher. This presents a tremendous opportunity for wine sellers to expand their reach, develop their customer base and increase their sales online. 

The marketplace is also likely to get more competitive in the new decade. In 2019, the Supreme Court paved a path for expanded DtC shipping of wine by retailers in its ruling in Tennessee Wine & Spirits Retailers Association v. Thomas. While only 15 states currently allow some DtC wine shipping by out-of-state retailers, many see this decision as an opportunity to challenge old laws to expand this market. Litigation is ongoing in several states that seemingly discriminate against out-of-state retailers in regards to their ability to ship wine DtC – notably Illinois, Michigan, and Missouri. Much in the same way that Granholm prompted a wave of statutory reform, observers expect consumers and advocates to push legislative changes across the country. While it may take a number of years for these changes to take effect, expanded retail shipping is something everyone should be watching closely. 

In the meantime, regulators have a vested interest in making sure all sellers—whether package stores, direct wine shippers or otherwise—are in compliance with the law. That means ensuring they are properly licensed, collecting all applicable taxes, not overselling to individuals and preventing sales to minors. So if other states see the Texas audits bring positive results, they are likely to follow suit to uncover gaps in their own systems.

Overall, the DtC wine shipping market is still young and regulators are still figuring out how to manage it. As the market grows, we can expect this trend of closer attention being paid to DtC shipping to continue at the state levels, making now the best time for wine producers to firm up their direct-to-consumer compliance processes and overall channel strategy.

Now Is the Time to Ensure Compliance

The risk of audits like those in Texas underscores the importance of closely adhering to the various laws and reporting requirements imposed by states. That the regulations can vary among states only adds to the complexity, whereas failure to comply may result in fines, loss of home state or federal licenses, and even possible criminal charges.

Wineries have a number of ways to handle this. Some are able to build in-house teams that can manage compliance, though this can be expensive. Others rely on outside consultants to manage their compliance needs. But of course, automating compliance processes is the easiest way to ensure audit success, limit compliance risk and reduce the overall administrative burden on shippers as state-by-state tax rules, rates and forms change. 

Shipping wine can be complicated, and compliance will never be a task that anyone relishes. However, as the direct-to-consumer channel grows in its importance to the industry, it’s vital that producers shore up their compliance strategy now before the next round of state audit notices goes out. 

About the Author: Alex Koral, Senior Regulatory Counsel with Sovos

Alex Koral is senior regulatory counsel for Sovos ShipCompliant. He actively researches beverage alcohol regulations and market developments in order to inform development of Sovos’ ShipCompliant product and help educate the industry on compliance issues. Alex has worked with the company since 2015, after receiving his J.D. from the University of Colorado Law School.

Crush Pad Design Considerations Before Building Your Winery

Cyndi
Wine grapes ready for crushing
Wine grapes ready for crushing, Yarra Valley, Victoria, Australia

By: Thomas J. Payette, Winemaking Consultant

The crush pad design of a winery is one of the most critical areas of the winery.  Much of the hard work, in making wine, happens on the crush pad especially during harvest.  Make sure to design and implement all aspects of the desired needs into the crush pad of your functional winemaking facility.  Below are some broad and expandable review points that apply to most, if not all, crush pads.

Weather:  Often grapes are picked based on weather.  Realistically, if inclement weather is forecasted the vineyard and winery team may make a decision to pick a variety before that forecasted event.  This will often mean that the crushing and pressing of that fruit may happen during poor weather conditions.  For this reason and for protection from all the elements, including hot sunshine, it is recommended the crush pad have a roof or cover over it.    Be sure to have ample ceiling height under the cover so as not to restrict certain activities such as dumping fruit into hoppers by way of forklift.

Cost:  This will be some of the least expensive square footage you will build at your winery.  Make sure to have enough room to handle the bulky mass of grapes so that the fruit may be crushed or processed into their respective least bulky state whether it is juice or must.  Make sure the concrete floor, if used, is thick enough to handle forklift traffic and that the finish has enough aggregate (rough surface) to make sure foot and vehicle traffic will have ample traction on the surface.  Because this will be some of the least cost in terms of square footage be sure to battle building planners that may want to reduce the amount of crush pad space allocated in the plans.

Plumbing:  Think through your operations anticipated on the crush pad.  Then use critical thought as to where certain needs for water are.  Winterizable plumbing, hot and cold, should be placed so hoses can be used but out of the way of foot and vehicle traffic, including doorways.  Size the lines to the area to allow for ample flow and encourage the plumbing contractor to use full port handled ball valves and to not use standard boiler valves for water supply.  Plan mechanical “stub outs” is this area if this area is planned to be the future expansion area of the winery buildings growth.

Wiring:  Make sure to think through plug outlet placement in respect to how it will service each piece of equipment anticipated, use the shortest length of cord and placed so the cords remain out of the way of foot and vehicle traffic.  Examples of operations that will need power are:  Press, pump, crusher, must pump, sorting table(s), shaker(s) and perhaps a few extra outlets if multiple operations will be happening in alternate work areas.  Make sure these electric outlets have weather proof closures and possibly set up on GFI’s ( Ground Fault Interrupters ).  Ample work lighting, including lighting to view into tractor trailers, should be addressed and ample 110 volts outlets should exist.  Review if ceiling fans are desired on your crush pad and if so – place them high above the floor to allow for forklift activity.  Review if any “mood lighting” is desired on a marketing level outside crushing hours.  Make sure to know what power service is run to your building in terms of amps and how many phases (single vs. three phase).  Additional wiring needs may be for internet access, cameras, intercoms, phone etc.

Drains:  A critical feature of the crush pad due to the large volume of water and cleaning used.  Proper sloping floors to these drains should be used so water will gravitate toward them without the assistance of a squeegee   If portions of the crush pad are not covered, make sure to place a three-way valve from the drain to redirect storm and rain water to a more proper location (review local building suggestions).  Review the need for a catch basin to strain solids from the crush pad effluent.  Make sure these drains will withstand the heavy forklift and equipment traffic.

Walls:  The walls on the crush pad should be durable and reasonably easy to clean.  Concrete, cinderblock, tile or other physically strong materials should be considered for at least the first 40 inches of height of the walls.  These are reasonably cleaned and very durable to resist bumping from pallet jacks, forklifts, tractors and other heavy items.  Above the 40 inches, if the masonry is not extended, perhaps look at an easily cleaned attractive and durable surface such a metal or vinyl siding materials.

Flooring Surface:  Mentioned earlier but worth re-emphasizing.  Make sure the surface of the flooring will handle all predicted vehicles, such as pallet jacks and forklifts, in terms of its thickness and PSI ratings.  Also make sure the surface has enough aggregate finish to avoid slipping of foot and vehicle traffic.

Mirrors:  An easy tool to implement, and rarely considered, if certain areas are difficult for forklift and machinery operators to see.  Try and locate a mirror placement that will allow sight to that area.  This could be in, near and around door ways.  Another area nice for mirrors is above any equipment that has high hoppers filled by forklift.  This will allow the operator to remain on the forklift, yet, be able to see inside the hopper to know all the fruit has moved through the hopper before adding more or closing a press door for example.

Catwalks:  Study your crush pad operation to determine if you need catwalks to service, operate and clean certain machinery.  Can these catwalks have dual purpose by allowing winery production staff access the catwalk while also allowing tour guides to accompany tour traffic through the same area?  This can be a great marketing tool as well as a great working tool.  Some wineries have successfully placed their hopper to the press along a catwalk so winery workers may rinse and clean that hopper carefully from that catwalk location. The same area can be used for customer tours.

Crush Pad Access Into Building:  Many wineries opt for a lay out that gives access to the tank room from the crush pad.  Often this is the first place the juices or must will go so that layout makes logical sense.  Try and have easy access to the lab, also, so winemakers can easily assess the fruit and corrections, if desired, can be made quickly and easily. 

Crush Pad Access from Outside:  Makes sure to plan for forklift, pallet jack, truck, tractor trailer and drive on traffic by way of tractor and wagon.  Most designs have at least two tractor trailer loading dock stations so one may park a refer semi on the premise to chill fruit as needed.  Another dock may be used to receive fruit or other items by way of tractor trailer.  If possible include a height to load a box truck or pick up with some relative ease and then make sure vineyard tractors and wagons may drive on the crush pad for delivery and perhaps pomace removal from the crush pad.  Many smart winery setups elevate their presses high enough in the air so that pomace may be dumped directly into a wagon or manure spreader to remove that pomace quickly and efficiently with little shoveling. Think this through when deciding on placement of the equipment.

Building Door Access Placement:  Make sure to have at least one people door, with glass panes , and one larger overhead door, with see though/drive through plastic strip doors added.  The overhead door is usually where large tanks are brought in and out of the winery.  New glass shipments, if arriving at this loading dock will need to have access to the building and this door is often the door of choice due to its proximity to the loading dock.

Thresholds:  Make sure to design most of the crush pad, as well as the complete winery building, with minimal raised thresholds in doorways or between floors so as to allow for easy movements of items by way of pallet jack, forklift, dolly etc.

Vineyard Safety Assistance:  If your winery has vineyard operations on the property or close by, review if one may place the potentially required outdoor chemical safety shower on the crush pad in case of emergency.  Check with someone who knows locality regulations to see if this is an option at reasonable savings.  In many cases this same shower may be enough for the winery lab and production needs.

Non-Stationary Equipment:  If your winery has movable equipment make sure to place electric outlets appropriately to service these pieces of equipment.  Plan to be able to crush reds and to press whites simultaneously if possible.  Many pieces of equipment come with short flexible electric cords to them so take a proactive step, before crush, to replace them with reasonable length cords so as to allow various configurations and flexibility in their set-up.  Not each grape with go through the exact same process and the winery will benefit from this flexibility.

Stationary Equipment:  Make sure stationary equipment is placed strategically to allow it to function properly.  Make sure, for example, that a press is placed far enough away from a wall to allow its juice pan to be moved so a pomace wagon may pull underneath for unloading.

Protective Corners:  Wall corners, by way of some form of angle iron type material, to protect from day to day traffic and worker abuse are a great asset.  These areas often have hoses and cords pulled through them and they wear easily.  It is best to protect them. Other areas to need protection may be around mechanical equipment or winemaking gases such as :  Nitrogen, Carbon dioxide, Argon, Liquid Sulfur Dioxide and now Oxygen.  Pilings best protect these areas from larger traffic issues.

Sight Into Cellar:  If possible make sure the winemaking staff can see into the cellar from the crush pad.  Often transfers are being made and a design that allows visual inspection that the transfer is happening as expected is important.  This function can be a simple as glass paned doors as mentioned above.  Other groups have used cameras to assist the winemaking team confirm their valuable juice or wine moves safely from the crush pad to the cellar or vice-versa.

Hose Access to Cellar:  Many wineries now have openings, usually oversized PVC pipes through the walls, of the buildings so small wine transfer lines may be run through them.  This helps eliminate leaving cellar doors open during the crush allowing cold air to escape and more than likely large amounts of fruit fly access.  These may be used additionally for water hoses and electric lines, if unplanned for in the lay out.  I recommend two PVC “sleeves” with plugs at a minimum place about two inches above the crush pad floor with a slight fall back toward the crush pad so wine, juice and water will drain out on the crush pad for proper cleaning/disposal. 

Gravity:  Keep in mind the crush pad placement if gravity is desired to be used and how that feature will integrate into the rest of the structure and winemaking processes.  Must can transfer into the tanks by way of gravity if the crush pad is elevated higher than the tanks.  Other ways to achieve gravity are by way of forklift.  Be sure to work with all winery personnel and designers to make sure these areas are discussed and completely thought through.   The forklift should be the only machine (see below) that is critical in your process.  This machine is typically easily fixed or replaced on short notice.  Always place a few calls before crush to have a plan “B” as close to your potential needs as desired.

Forklift:  Often the most utilized piece of equipment for moving materials during the crush on the crush pad.  Gravity may be achieved easily with a forklift.  Heavy items are also easily moved from one point to another.  Allow plenty of space for the forklift operator to have adequate space to perform these tasks easily.

Over Thinking Your Processes:  Make sure that your crush pad set up is not so rigid that production on the crush doesn’t have some flexibility.  Imagine if one machine, in a series of machines, were to become broken.  Can a crushing set up plan exist to skip that machine or does the complete process come to a halt?  Make sure the winemaker has enough “stage”, if you will, to have several variations in production choices.

Emergency Processing:  Similar to over thinking the process above.  Imagine poor weather has been persistent for many days during harvest.  Projections of more poor weather are predicted and you are rapidly losing your crop and/or quality.  Contract growers and estate vineyard crews are grumbling.  You can’t keep enough labor at your sorting table and/or you choose not to sort.  Can this process or any other parts in your process be skipped, at will, to not loose or jeopardize the complete vintage?  Perhaps a break down occurs with one of the machines.  Can they be worked around or does this bring the complete processing to a stop?

Equipment:  Make sure when planning your winery and crush pad to think through all the pieces of equipment that may needed.  Make sure ample space is provided on the crush pad for these items.  A starter list of equipment may include but not be limited to :  Press; crusher-stemmer; must pump, pump, sorting table(s); shaker(s) and other(s).  Make sure enough power, light, refrigeration, compressed air or other needs are supplied to the crush area to support these selected pieces of equipment.

Non Crush Pad Use:  I always like to think of the winery as a large refrigerator.  I often will move barrels, on racks by way of forklift, from the winery and work with them on the crush pad when possible.  This allows me to access the barrels fully for a quality control check and to work with them for such activities as racking, stirring, topping, adjustments and making blends.  Working on the crush pad allows more efficient use of the winery square footage inside for storage and minimizing utilities associated with the winery power usage.

Crush Pad Café:  Using this term loosely to suggest other activities can happen on the crush pad area.  This could include tables and chairs, picnics and other winery marketing functions.  Small heaters can make the season longer for this type of use.  Winery personnel often want to hide the machinery associated with processing grapes but we must remember customers often find it interesting if it is clean and safely arranged on the crush pad.

Noise:  Be sure to have mechanicals such as HVAC compressors and glycol units placed with enough distance from the crush pad.  This will assist in better employee communication and help with the use of this area for marketing functions.  Often architects and builders see this ample flat area as a place to station these mechanical units.  Be certain to tackle this topic well in advance to make for better planning and smoother operations both at building and during upcoming harvests. 

Future Building:  If the crush pad will eventually be another part of your winery building planned in the future, make sure to include the infrastructure to support those plans into the mechanical aspects of the crush pad.  This could include footers to code where load bearing walls are projected to be constructed, plumbing stub outs, electrical trunk feeds etc.

Regulatory:  Make sure to review your plat and bonded area before moving forward with some of the operations mentioned above.  In many cases wines being handled on the crush pad means that area should be bonded.  In other cases such as social events taxed wine may not be allowed back onto a bonded premise area.  Review the needs of your winery to see if multiple uses may be possible  in one form or another.

Ancillary Thoughts:

• Will a large water tank, elevated high, be mounted on/near the crush pad to fill a sprayer rapidly?

• If production and tour catwalks are used to service both needs simultaneously?  Will rinsing water overspray be an issue?

• Will employees respect the crush pad space by keeping it organized and not parking personal vehicles on it during working hours?

• Will extra unused pallets be stored on the crush pad and if so where?

  Summary:  When thinking of the crush pad it is best to list everything one may want to do in the space.  Try to think in terms in how each operation can be done with the least amount of physical effort, maximizing quality, and employ those ideas.  “How can I do the best possible job with my fruit, wine and marketing with the absolute minimal effort?”  Make it a pleasure to work at your winery structure with ample planning on the crush pad.

Reach Tom by phone: 540-672-0387 or www.winemakingconsultant.com.

2020 The Year of Personalization

Cyndi
Hand using tablet with application icons flying around
Businessman hand using tablet with flying application icons around

By: Scott Moss and Susan DeMatei

According to Forbes, 2020 is going to be the year of personalized marketing. The current opinion is that we are all so bombarded with advertising and emails that we now tune out anything that isn’t specifically relevant to us. When Ad Age asked executives the one thing anyone could do to impact their marketing in the future, a full third of them answered “personalization.” And Conversant Media noted 94% of customer insights and marketing professionals they surveyed listed personalization as either “important,” “very important,” or “extremely important” for meeting their current marketing objectives.

  Back in the 1990’s when the internet and data tracking was young, there was a public outcry concerning privacy and personalization. Individuals were nervous about the newly formed “cookie” technology and didn’t like being tracked online and were suspicious about loyalty cards being scanned at checkout in stores. But now, we take it for granted that when you leave something in a cart you’re going to see an ad for it the next time you log in to Facebook, and we don’t feel creeped out when we buy kitty litter at the grocery store and we get a coupon for cat food along with our receipt.

Age of Customer

  Personalization is everywhere and we’re used to it and we like it – which makes the blanket, non-personalized communications all the more blatantly lazy and unappealing. According to an online Epsilon survey of 1,000 consumers ages 18-64, the appeal for personalization is high, with 80% of respondents indicating they are more likely to do business with a company if it offers personalized experiences, and 90% indicating that they find personalization appealing.

  And, personalization does work. In multiple studies, personalized ads and emails are perceived as more engaging, educational, time-saving, and memorable than mass advertising or emails. Experian reports personalized emails deliver 6x higher transaction rates. And, with new affordable tools, there really isn’t an excuse for mass marketing anymore.

  What this means is that we can no longer rely on mass, generic email blasts to our customers and expect the returns we did in the past. Our buyers are now empowered, and their expectations are high in the messaging and advertising they receive. In the Age of the Customer, we need to be smarter about how we communicate.

  The good thing is, this doesn’t require us to restructure our entire marketing plan. Here are three simple things we can do today to improve the way we interact with our customers on a more personal level:

EMAIL LIST SEGMENTATION

  List segmentation is the quickest way to personalize messages to customers. It can be as simple as creating an email for recent visitors to your tasting room or website purchasers.  Sending these customers, a thank you email 30-days after their visit or purchase is a great way to personalize and engage with a follow-up offer.  You can add a deeper level of personalization if your email provider gives you the ability to insert the customer’s first name in the body copy.

  Additionally, each email can be more personal by modifying the subject line with the purchase location, “Thank you for visiting our tasting room,” or “Thank you or your online purchase.”  Although this may require two email sends, it refines the touchpoint and serves as a reminder of the customer experience.

  Start Crawling: Set up some automatic emails like “abandon cart” and “thank you for visiting.”

  Learn to walk: Take your email list segmentation beyond Wine Club and Non-Club into purchase history. To do this, divide your list into first-time buyers, repeat buyers, and non-buyers/prospects. Then, for every campaign, tailor the message for each. For first-time purchasers give them easy second purchase options similar to their first, for repeat buyers offer them volume or shipping discounts, and for prospects, tell them a little more about yourself and offer a trial package.

  Learn to run: Combine the two. First, set up ongoing automated campaigns (called “drip” campaigns) that remind people they’ve left items in their cart, or that they haven’t logged in to rate or buy a product, or to thank them for an order. Then, take a look at your campaigns in 2020 and brainstorm how you can segment them by purchase or other behavior.

CUSTOMIZED LANDING PAGES

  Sending personalized communications to customers that include a call to action should take them to a page on your website that corresponds to the offer in your email. Keeping the customer journey with our brands consistent is a key component in lowering attrition and increasing sales.

  This requires creating a page template within your website that can be easily duplicated and modified by changing the title, image, or copy to match your outbound communication. This enforces the personalized offer and brand consistency with your customers, while providing a clear path to purchase.

  Brand consistency is the pattern of expression that affects what people think about your company. The more consistent your messaging, the more consistent your branding — whether via words, design, offerings, or perspective. Your brand should build awareness and develop trust and loyalty with customers.

  Start Crawling: For those emails discussing several wines, rather than dumping the clicks at the top of the store page, set up a customized landing page and only include the wines in the email with a header and the offer.

  Learn to walk: For your social campaigns, try a separate landing page with introductory copy about your winery and why they should sign up for your mailing list or like/follow your winery.

  Learn to run: In addition to emails and social media, consider custom landing pages for most initiatives such as pouring events, coupon redemption, Google Ads, and print.

GET TO KNOW YOUR LOYAL CUSTOMERS

  A loyal customer is one that makes repeat purchases rather than switching to a competitor. A loyal customer will be more likely to purchase additional products and recommend your brand.

  Without digging too deeply into your data, a few key metrics can help identify your most loyal customers.  High average order value, buying frequency, and last purchase date is what you will need to start. These metrics can all be found in the customer purchase history of your database. When vetting your data, don’t assume that your best customers are also wine club members. However, if they are not, you may have a missed opportunity.

  After identifying your most loyal customers be sure to nurture the relationship, they are your best buyers for a reason. Knowing what they purchase, how often they purchase, and how much they spend per order will help guide you on when to reach out and with what offers.

  The communication and touches to these customers should be as a personal friend and offers should be presented as gifts. Offering a specially selected “pre-sale” wine or early event access will build continued loyalty. 

  Start Crawling: A handwritten note of thanks for attending an event or a customer referral is an easy way to start and goes a long way to keep your best customers.

  Learn to walk: Identify your top customers and find them on social media. Set up alerts for their posts and like and comment on them as your brand. They’ll be thrilled you care enough about their lives to get to know them.

  Learn to run: Look at your campaigns and give first dibs to your best buyers. Either offer them a pre-order capability or maybe access to the pick-up part a half hour in advance. Realize that discounts aren’t always what they’re after – they want a relationship and time with you.

  The true end result will look like taking your linear annual campaign calendar and splintering it into multiple, smaller, targeted communications that run simultaneously. It takes more work, but it’s worth it.

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

Protect Events Hosted at Your Winery with Event Insurance

Cyndi
Wedding Reception Table at Winery Wedding

By now, most winery owners have heard the buzz regarding event insurance.  Sure, you know it exists, but do you really know exactly what event insurance covers and how it can benefit your clients (and you)? Event insurance is a necessity for winery owners looking to keep themselves, and their clients, protected.  We recently talked with Lauren Hernandez, Senior Event Insurance Specialist at Markel Specialty insurance to learn more.

  “It is probably important to first point out that there are two different types of event insurance– event liability and event cancellation,” states Hernandez. 

EVENT LIABILITY INSURANCE

  “Event liability protects the person hosting an event at your facility,” Hernandez explained.  If during their event someone causes property damage to your winery or someone is injured and the host is liable, an event policy will step in to provide coverage.  The coverage is typically primary over any other insurance protection.  That means the event policy will pay first before any other insurance policy.

  Primary liability coverage by event hosts, such as your clients, is preferred by most venues because it helps minimize the associated risks and exposures of owning a winery. “More and more wineries are requiring their clients to purchase one-day event insurance policies for events hosted at their facility because it reduces the possibility of having to pay for an accident that is out of the wineries’ control,” said Markel Specialty’s Lauren Hernandez. 

Wineries must also remember to require the host to name the winery as an Additional Insured on the host’s event policy.  That way, if there is a claim made against your winery due to the actions of the host, the event policy will defend and indemnify you against that claim.  It is also a good idea to require the host’s insurance carrier to be A.M. Best rated “A-” or better.  That way the carrier is financially strong and likely to be around to pay the claim should one occur.

  Examples of claims that would be covered under an event liability policy can range from damage to a furnishings such as couches, mirrors, coffee tables –   even toilets and landscaping from wedding or other event guests.  Event hosts would also be protected if someone slips, falls and gets injured at the facility if the host was negligent.  There are even worse claims that the event host needs protection from when an over-served wedding guest is involved in an auto accident on the way home.  These situations would be covered only if the damage or injury was the fault of your client.  Your business should have your own risk management plan which includes liability coverage to protect you from the hosts wrongdoing.

ADDITIONAL EVENT LIABILITY COVERAGE BENEFITS:

•   Limits vary by insurance carrier, but bodily injury and property damage liability limits typically are up to $1 million per occurrence and $2 million total per policy period.

•   The venue can be named as “additional insured” on the certificate of insurance for no extra cost.

•   Host liquor liability is included for free.

•   Set-up and tear-down is covered (within 24 hours of the event).

•   If the event being held at your facility is a wedding, an event liability policy covers the ceremony, reception and rehearsal dinner (if the rehearsal dinner is within 48 hours of the event).

•   Many policies are primary over any other insurance policy.  This means, if a claim were to occur, the event liability policy would pay out before any other insurance policy and there would be no need to worry about a potential increase in rates with a commercial business policy (as an winery owner) or homeowners policy (as a bride).

•   Protection and peace of mind for a low cost— there are policies available that start as low as $75.

WHY SHOULD YOU REQUIRE EVENT LIABILITY INSURANCE?

  It protects you. One day event insurance policies are typically primary coverage over your commercial business policy for property damage to your facility caused by your client’s negligence. Your facility can be named as an “additional insured” on the certificate of insurance often for no extra cost.

  It protects your customers.  Event insurance is an easy and affordable solution that helps protect your guests from the unexpected – because when your clients are properly protected, so is your reputation.

  It’s an easy solution.  More and more commercial winery insurance policies are requiring one day event insurance for all events hosted at the insured winery.  An event liability policy fulfills this requirement and are easy to purchase and you can direct your client to purchase them online or over the phone in minutes.

EVENT CANCELLATION INSURANCE

  Another popular event insurance option is cancellation coverage.  Being in the event industry, you’ve seen it all. Photographers go missing the day of the event, gifts get stolen, and hurricanes can ruin a perfectly planned event. Event cancellation insurance is becoming increasingly popular because it reimburses the event host for lost deposits and non-refundable amounts if they need to cancel or postpone their special event due to unforeseen circumstances.

  Examples of unforeseen circumstances include:

•   Vendor bankruptcy.

•   Accident or illness of the bride or groom or an immediate family member.

•   Extreme weather (hurricane, named tropical storm, etc.).

•   Military deployment.

•   Event cancellation insurance also covers additional expenses your client may incur to avoid cancelling their event, and pays for other losses or damages such as:

•   Lost wedding rings.

•   Damage to special attire.

•   Vendor no-shows.

•   Lost or damaged photography.

•   Lost or damaged videography.

•   Lost or damaged gifts.

  The pricing for an event cancellation policy is a little more involved as it is based on where the wedding is set to occur and the overall wedding budget. Policies start as low as $130.

Exactly how much event cancellation coverage does each event need?  Look a look at the chart below that outlines coverage limits based on the total overall event budget.

Total Event Budget

$7,500 $15,000 $25,000 $50,000 $100,000
Loss Of Deposits $1,000$1,500 $2,000 $3,000 $5,500
Photography & Videography$1,000 $1,500 $2,000 $3,000 $5,500
Special Attire & Jewelry$1,000 $1,500 $2,000 $3,000 $5,500
Wedding Gifts$1,000 $1,500 $2,000 $3,000 $5,500
Extra Expenses$1,875 $3,750 $6,250 $12,500 $25,000
Professional Counseling$500$650$1,000$1,000 $1,250

WHAT ISN’T COVERED UNDER EVENT INSURANCE

  With event insurance, some claims would be hard to disprove.  Because of this, many insurance carriers will exclude covering certain circumstances because of the potential increased risk of insurance fraud.

  Examples of circumstances typically not covered:

•   Change of heart –Typically if either the bride or groom get cold feet and change their mind during the wedding planning process or are at the altar and decide not to go through with the wedding, this would not be covered.

•   Known Circumstances – Previously known issues that could affect the event (Example: planned medical procedure delays or cancels the event).

•   Lack of Funds – if the event host is unable to pay for the planned event.

•   Non Appearance – if certain individuals (such as parents, the bride, etc.) don’t show up for the event, the show must still go on as this would not be covered.  Polies do not cover cold feet if either the bride or groom change their mind during the wedding planning process or at the altar and decide not to go through with the wedding.

START PROTECTING YOUR CLIENTS

  It’s easy to start protecting your clients (and yourself).  Request free brochures from Markel Event Insurance and provide your clients with an easy & affordable option to protect their special event.  Event liability policies start as low as $75 and can be purchased online or over the phone in minutes.  Visit www.markeleventinsurance.com/grapevine to learn more!