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9th Annual North Coast Wine Industry Expo

Conference & Trade Show

Sonoma County Fairgrounds, Santa Rosa, CA
Thursday, December 2, 2021
9:00am — 4:00pm

Add to Calendar 12/02/2021 09:00 AM 12/02/2021 04:00 PM America/Los_Angeles Wine Industry Expo The Annual North Coast Wine Industry Expo (WIN Expo) is the largest trade show and conference focused exclusively on Napa, Sonoma, Mendocino and Lake counties, and is the 2nd largest wine industry show in North America. Established in 2012 by Wine Industry Network, WIN Expo is considered a must-attend event and has become an integral part of the North Coast wine industry with more than 3,000 wine professionals attending each year. The trade show features nearly 300 exhibitors presenting the latest products and services available along with a robust educational conference with 15 sessions focused on four distinct tracks, Winemaking & Production, Sales & Marketing, Strategy & Leadership, and Vineyard & Growers. Sonoma County Fairgrounds, 1350 Bennett Valley Rd., Santa Rosa, CA 95404 Wine Industry Network info@wineindustryexpo.com false 12/02/2021 1440 WIN Expo Trade Show & Conference

In addition to offering an extensive array of cutting edge products and services found on the trade show floor, the 2021 WIN Expo educational conference sessions include fifteen comprehensive workshops focusing on four main tracks: Winemaking & Production, Sales & Marketing, Business Strategy & Leadership, and Vineyard & Growers.

All four tracks feature interactive sessions to facilitate greater subject emersion, insights, and value for the attendees, as expert panels of industry thought leaders and innovators will be sharing their ideas, information, and predictions to help better prepare for the coming year.

"This business isn't getting any less competitive," acknowledges George Christie, Founder & CEO of Wine Industry Network. "That's why the educational component has evolved into a much bigger experience. It's imperative that we touch on all the main points; how do we make better wine, grow better grapes, and be more effective with our sales and marketing strategies? That’s exactly what we’ve designed these sessions to focus on."

Registration is Closed

TICKET PRICING

Full Conference Pass

Price: (Early-Bird)
Price: (Advanced Pricing)
Walk-In Price: $300
Access to 4 Conference Sssions
(includes Expo Floor Pass)

Single Session Pass

Price: (Early-Bird)>
Price: (Advanced Pricing)
Walk-In Price: $75 ea.
Access to 1-4 Conference Sessions
Requires Expo Floor Pass (waived with promo code)

Expo Floor Pass

Price: (Early-Bird)
Price: (Advanced Pricing)
Walk-In Price: $35
Access to the Trade Show Floor Only
(does not include conference sessions)
Free Parking is included with all ticket options.

Session Topics & Tracks

Session Details

Winemaking #1A
The Sweet Smell of Success: A Breakthrough in Aroma Retention in Winemaking

Topic Description

Includes Trial Tasting

The presence, or absence, of aromas can make the difference between a good wine and an exceptional one. However, once certain aromas escape the fermenting tank, they are gone forever. How can winemakers prevent aroma-loss? Are there ways to retain aroma without tampering with the fermentation process? Join this panel of winemakers who have experienced success in aroma retention. Learn their processes, what lab analyses conclude and - most importantly - how the results have affected completed wines.

Track Sponsor:

Time: 9:30am - 10:30am

Room: Kraft Hall

Registration is Closed

Moderator

Randy Morse

Director of Communications / AromaLoc

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Speakers

Jason Centanni

Winemaker / Llano Estacado

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Ana Diogo-Draper

Director of Winemaking / Artesa Winery

Read Bio
Cassiopeia Roberson-Mull

Assistant Winemaker / Llano Estacado

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Sales & Marketing #1B
Exploring the Impact of Omnichannel Marketing on Building Brand Connections

Topic Description

Omnichannel strategy is the practice of promoting your brand across multiple communication avenues, with the goal to create a comprehensive and seamless experience for your customer. From online interaction, to brick-and-mortar experience, to dinner table presence, having a clear and authentic brand connection for consumers is key for the success of your business. Within the last year, dramatic shifts in consumer purchasing behavior have elevated the importance of creating a recognizable brand identity; retailers and marketers have had to adapt quickly in order to continue delivering an engaging customer experience that not only reaches new customers but remains relevant to the most loyal ones.

Track Sponsor:

Time: 9:30am - 10:30am

Room: Finley Hall

Registration is Closed

Moderator

Ed Rice

Managing Director / Affinity Creative Group

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Speakers

Tessa Gorsuch

Marketing Manager / Martinelli Vineyards & Winery

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Heather McCarthy

Director of Marketing / Rombauer Vineyards

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Cynthia Sterling

Creative Director / Affinity Creative Group

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Justin Witt

Creative Director / Affinity Creative Group

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Strategy & Leadership #1C
State of the North Coast Wine Industry

Topic Description

This session, presented by industry veterans and category experts, Brian Clements of Turrentine Brokerage, Dale Stratton from Azur Associates, SipSource, and Wine Market Council, and Danny Brager from Azur Associates and former leader of Nielsen's Beverage Alcohol Practice, will recap the 2021 harvest and provide an update of the current state of the bulk wine market and grape/wine market with a specific emphasis on the North Coast. In addition, the panel will present sales data, highlighting consumer trends in the marketplace, and cyclical activities that have historically impacted the region. The session will also touch on other North Coast events and/or occurrences that must be factored in when forecasting and planning for 2022 and beyond.

Time: 9:30am - 10:30am

Room: Garrett Hall

Registration is Closed

Speakers

Danny Brager

Owner, Former SVP / Brager Beverage Alcohol Consulting, Nielsen's Beverage Alcohol Practice

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Brian Clements

Vice President, Partner / Turrentine Brokerage

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Dale Stratton

President / Wine Market Council

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Track Sponsors:


Winemaking #2A
Cool Tools for Crafting Cleaner White & Rosé Wines

Topic Description

Includes Trial Tasting

Consumers are demanding less chemicals and more naturally crafted and organically-labelled wines. As a result, ingredient labeling is making its way onto wine bottles. This new reality necessitates innovative winemaking tools that can replace chemical inputs, such as SO2. This session will explore a variety of options for winemakers looking to produce "clean," organic, and low/no SO2 products with a focus on white wines and principles that extend into rosé production as well.

Track Sponsor:

Time: 11:00am - 12:00pm

Room: Kraft Hall

Registration is Closed

Speakers

Eglantine Chauffour

Product Manager, Winemaking Solutions / Bucher Vaslin North America

Read Bio
Matt Hughes

Winemaker / Campovida

Read Bio
Bertus van Zyl

Winemaker / Tank Garage Winery

Read Bio

Sales & Marketing #2B
Exceeding the Expectations of Digital Natives

Topic Description

Young Millennials and adult GenZs have officially entered the wine consumer category and wineries are grappling with how to reach these "digital natives." In order to thrive in the new digital-driven age, wineries must break out of the box of stale social feed posts, eBlasts, and Search Engine Marketing, and rethink their DTC channels to focus on experience-driven consumer engagement. Learn how some wineries are pioneering this effort with mobile experiences while engaging up-and-coming wine enthusiasts beyond the tasting room.

Track Sponsor:

Time: 11:00am - 12:00pm

Room: Finley Hall

Registration is Closed

Moderator

Jennifer Warrington

The Glue / WISE Academy

Read Bio

Speakers

Ed Feuchuk

General Manager / Tank Garage Winery

Read Bio
Jennie Gilbert

Founder / RedChirp

Read Bio
Rosa Noble

Hospitality & DTC Manager / Judd's Hill Winery & MicroCrush

Read Bio

Strategy & Leadership #2C
Join the Bulk Wine Revolution

Topic Description

Over the last several years, the bulk wine industry has gained serious momentum; it now offers a diverse range of business opportunities for large, medium, and boutique wineries alike. Join Caterina Tucci from the World Bulk Wine Exhibition to learn more about current and future prospects within the bulk wine industry. This session will touch on how changes in the US economy coupled with the pandemic, has streamlined opportunities in this sector of the industry and how you can best utilize bulk wine to enhance your wine business.

Time: 11:00am - 12:00pm

Room: Garrett Hall

Registration is Closed

Speaker

Caterina Tucci

Executive MBA / ESADE

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Track Sponsors:


Vineyard & Growers #2D
Vineyard Water Management During Drought Years

Topic Description

North Coast growers are no strangers to drought. With droughts seemingly growing in frequency and intensity, viticulturists are facing new struggles with water regulations and competition, sometimes resulting in complete loss of irrigation access. Where do we go from here? Join this panel of viticulture experts as they discuss vineyard management techniques to use during these drought periods (and conversely during periods of ample to excessive rainfall) and share their own methods of practical vineyard management during the dry years.

Time: 11:00am - 12:00pm

Room: Showcase Café

Registration is Closed

Moderator

Mark Greenspan, Ph.D., CPAg, CCA

President & Viticulturist / Advanced Viticulture, Inc.

Read Bio

Speakers

Hilary Graves

Viticulturist / Booker Vineyard

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Dr. S. Kaan Kurtural

Cooperative Extension Specialist / UC Davis

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Jeff Mangahas

Winemaker / Williams Selyem

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Winemaking #3A
2020 Studies on Accentuated Cut Edge Technology

Topic Description

Includes Trial Tasting

It is widely held that early extraction of monomeric anthocyanins reduces tannin polymer length, resulting in smaller colloids with greater surface area, more refined texture and greater aromatic integration. Many technologies have been recently devised to overcome pectin inhibition of extraction. This session will explore accentuated cut edges and how they provide a simple, effective, and economical approach. The results of nine controlled trials from the 2020 harvest will be explored, including data trends from sensory and phenolic analysis along with observations by participating winemakers. Attendees will have the opportunity to taste and compare controlled trials from the 2020 and 2021 harvests.

Track Sponsor:

Time: 12:30pm - 1:30pm

Room: Kraft Hall

Registration is Closed

Moderator

Mariangela Guarienti

CEO / Della Toffola USA

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Speakers

Lorenzo Forbice

Project Manager & Research Director / Della Toffola USA

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Rick Jones

Consulting Winemaker / Vinovation

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Clark Smith

Winemaker & Consultant / WineSmith

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Sales & Marketing #3B
The Evolution of the Wine Club: Exploring Modern Subscription Models

Topic Description

A new generation of wine consumers has entered the market and the world of wine clubs is evolving from the status quo. With these changes in expectations and needs, wineries are struggling to sign up new members and retain existing members with the standard wine club structure. More and more wineries are moving towards user-choice clubs to offer customers flexibility—but is this enough to keep up with consumers' rising expectations? This session, presented by Commerce7, will explore the current landscape of wine clubs and modern subscriptions, what top-performing wineries are doing to retain members, and how wineries can leverage industry and consumer trends to ultimately modernize and grow their club.

Track Sponsor:

Time: 12:30pm - 1:30pm

Room: Finley Hall

Registration is Closed

Speaker

Zach Kamphuis

Sales Manager /Commerce7

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Strategy & Leadership #3C
Building a Sustainable Future for Wine: Globally, Nationally, and Locally

Topic Description

As an agricultural-based industry, increasing a wine business’ sustainability effort and decreasing its carbon footprint is of the utmost importance. The questions are: How can a winery enhance its sensitivity to the environment while still maintaining a viable, thriving business endeavor? What changes can your winery make to support a sustainable future? What resources are available to support your sustainability goals? This session, led by sustainability experts and early champions of International Wineries for Climate Action (IWCA); will address those questions and discuss the efforts made internationally to offset the impact our industry has on the environment, as well as present solutions readily available to wineries of all sizes looking to incorporate changes to lower their carbon footprint and move towards a more sustainable future.

Time: 12:30pm - 1:30pm

Room: Garrett Hall

Registration is Closed

Moderator

Heather Clauss

Chief Commercial Officer / Free Flow Wines

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Speakers

Haley Duncan

Sustainability Manager / Silver Oak

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Julien Gervreau

VP of Sustainability / Jackson Family Wines

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Track Sponsors:


Vineyard & Growers #3D
AI and Automation in Vineyards

Topic Description

Without question, artificial intelligence (AI) is and will continue to transform viticulture practices. In this session technologists will weigh in on the scientific breakthroughs that have led to the current capabilities of AI systems, the automation and AI systems currently in production viticulture, and the promising automation and AI products of the future. The panel features growers who can speak to their experiences with cutting edge viticultural technology. They will explore how they evaluate potential new tools, best practices for implementing them in the field, and how to create a team culture willing to experiment with and adapt to these innovations. Whether you are ready to move your vineyard into the 21st century or are simply looking to learn more about this technology, this session will provide valuable insights and first-hand feedback.

Time: 12:30pm - 1:30pm

Room: Showcase Café

Register Now

Moderator

Tom Shapland

Co-Founder & CEO / Tule Technologies

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Speakers

Mason Earles

Assistant Professor of Biological and Agricultural Engineering and Viticulture and Enology / UC Davis

Read Bio
Dr. S. Kaan Kurtural

Cooperative Extension Specialist / UC Davis

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Kara Maraden

Director of Viticulture / Foley Family Farms

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James Nichols

VP of Farming Operations / Nichols Farms

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Chris Whitney

Chief Digital Officer / Monarch Tractors

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Winemaking #4A
Variance in fSO2 Across Barrels and the Quality Impact of Precision-Dosing

Topic Description

Every wine barrel has unique qualities, which typically lead to different sensory outcomes—even when the wine, cooperage, and barrel type are all the same. However, relatively little work has been done to evaluate individual barrel performances on a chemical level and what those potential differences mean for wine quality. Technology has been used to collect free SO2 measurements for relatively large quantities of barrels across multiple wineries, barrel groups, and wine varietals. Join this session to understand the data collected, what actions it prompted from the winemakers, and what your next steps are to incorporate this technology into your own cellar.

Track Sponsor:

Time: 2:00pm - 3:00pm

Room: Kraft Hall

Register Now

Speakers

Artem Bocharov

Director of Sales / BarrelWise

Read Bio
David Sommer

CTO / BarrelWise

Read Bio

Sales & Marketing #4B
Mobile E-Commerce - The New Must Have in DTC

Topic Description

Maintaining a quality website is a given for wine producers; however, it wasn’t until the lockdown of 2020 that wineries were forced to lean on their online stores at a level they never had before. Now, there's no turning back, as the expectations of consumers continue to fuel remarkable wine e-commerce growth. Now it is time for wineries to start proactively looking at the benefits of e-commerce and mobile commerce to enhance your DTC sales. Join this panel of experts to learn how mobile commerce is the new must-have DTC channel, and how the mobile experience can help them achieve sustainable business growth in the digital age for wine.

Track Sponsor:

Time: 2:00pm - 3:00pm

Room: Finley Hall

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Moderator

Christy Serrato

CEO & Founder / Pair Anything

Read Bio

Speakers

Jana Harvey

President & Owner / Creative Wine Concepts, Scott Harvey Wines

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Stephanie Honig

Director of Communications, Sales, and Exports / Honig Winery & Vineyard

Read Bio

Strategy & Leadership #4C
Mergers & Acquisition Trends in the US Wine Industry

Topic Description

Well beyond direct results of the pandemic, both 2020 and 2021 have been very active for mergers and acquisitions markets for the wine industry. International Wine Associates has been actively tracking the various elements driving this increased activity and anticipates these trends will continue for the next few years. During this session, join experts as they dive into the background and reasons behind this and future projections about how the market will continue to develop in 2022 and beyond.

Time: 2:00pm - 3:00pm

Room: Garrett Hall

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Speaker

Robert Nicholson

Principal / International Wine Associates

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Josh Grace

Managing Director / International Wine Associates

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Ben Slaughter

Managing Director & Agriculture Valuation Leader / Valuation & Advisory Services

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Track Sponsors:


Vineyard & Growers #4D
Regenerative Viticulture - Farming for our Future

Topic Description

Regenerative viticulture takes farming back to its roots—figuratively and literally. It's by no means a modern concept: this farming method was the only farming method for many years before conventional techniques and technology took over. But this ancient agricultural practice has resurfaced in modern vineyards, touted as a step above sustainable, organic, and even biodynamic viticulture. At its core, regenerative farming is farming that uses natural processes to build restorative elements within the farmed space and the broader ecosystem. It is "farming in service of life," as Paul Dolan, fourth-generation winemaker and cofounder of Truett-Hurst, describes. Join this panel of experts to learn what regenerative agriculture practice means in terms of grape growing, its benefits over other sustainable measures, and best practices for transitioning a vineyard.

Time: 2:00pm - 3:00pm

Room: Showcase Café

Register Now

Moderator

Stacy Briscoe

Managing Editor / Wine Industry Advisor

Read Bio

Speakers

Paul Dolan

Co-Founder / Truett-Hurst

Read Bio
Jordan Lonborg

Viticulturist / Tablas Creek Vineyard

Read Bio
Meghan Siemers

Sustainability Manager / Gundlach Bundschu

Read Bio
Elizabeth Whitlow

Executive Director / Regenerative Organic Alliance

Read Bio

Meet the Experts


  • View Bio

    Artem Bocharov

    Director of Sales / BarrelWise

  • View Bio

    Danny Brager

    Owner, Former SVP / Brager Beverage Alcohol Consulting, Nielsen's Beverage Alcohol Practice

  • View Bio

    Stacy Briscoe

    Managing Editor / Wine Industry Advisor

  • View Bio

    Jason Centanni

    Winemaker / Llano Estacado

  • View Bio

    Eglantine Chauffour

    Product Manager, Winemaking Solutions / Bucher Vaslin North America

  • View Bio

    Heather Clauss

    Chief Commercial Officer / Free Flow Wines

  • View Bio

    Brian Clements

    Vice President, Partner / Turrentine Brokerage

  • View Bio

    Ana Diogo-Draper

    Director of Winemaking / Artesa Winery

  • View Bio

    Paul Dolan

    Co-Founder / Truett-Hurst

  • View Bio

    Haley Duncan

    Silver Oak / Sustainability Manager

  • View Bio

    Earles Mason

    Assistant Professor of Biological and Agricultural Engineering and Viticulture and Enology / UC Davis

  • View Bio

    Ed Feuchuk

    General Manager / Tank Garage Winery

  • View Bio

    Lorenzo Forbice

    Project Manager & Research Director / Della Toffola USA

  • View Bio

    Julien Gervreau

    VP of Sustainability / Jackson Family Wines

  • View Bio

    Jennie Gilbert

    Founder / Red Chirp

  • View Bio

    Tessa Gorsuch

    Marketing Manager / Martinelli Vineyards & Winery

  • View Bio

    Josh Grace

    Managing Director / International Wine Associates

  • View Bio

    Hilary Graves

    Viticulturist / Booker Vineyard

  • View Bio

    Mark Greenspan, Ph.D., CPAg, CCA

    President & Viticulturist / Advanced Viticulture, Inc.

  • View Bio

    Mariangela Guarienti

    CEO / Della Toffola USA

  • View Bio

    Jana Harvey

    President & Owner / Creative Wine Concepts, Scott Harvey Wines

  • View Bio

    Stephanie Honig

    Director of Communications, Sales, and Exports / Honig Winery and Vineyard

  • View Bio

    Matt Hughes

    Winemaker / Campovida

  • View Bio

    Rick Jones

    Consulting Winemaker / Vinovation

  • View Bio

    Zach Kamphuis

    Sales Manager / Commerce7

  • View Bio

    Dr. S. Kaan Kurtural

    Cooperative Extension Specialist / UC Davis

  • View Bio

    Jordan Lonborg

    Viticulturist / Tablas Creek Vineyard

  • View Bio

    Jeff Mangahas

    Winemaker / Williams Selyem

  • View Bio

    Kara Maraden

    Director of Viticulture / Foley Family Farms

  • View Bio

    Heather McCarthy

    Director of Marketing / Rombauer Vineyards

  • View Bio

    Randy Morse

    Director of Communications / AromaLoc

  • View Bio

    James Nichols

    VP of Farming Operations / Nichols Farms

  • View Bio

    Robert Nicholson

    Principal / International Wine Associates

  • View Bio

    Rosa Noble

    Hospitality and DTC Manager / Judd's Hill and MicroCrush

  • View Bio

    Ed Rice

    Managing Director / Affinity Creative Group

  • View Bio

    Cassiopeia Roberson-Mull

    Assistant Winemaker / Llano Estacado

  • View Bio

    Christy Serrato

    CEO & Founder / Pair Anything

  • View Bio

    Tom Shapland

    Co-Founder & CEO / Tule Technologies

  • View Bio

    Meghan Siemers

    Sustainability Manager / Gundlach Bundschu

  • View Bio

    Ben Slaughter

    Managing Director & Agriculture Valuation Leader / Valuation & Advisory Services

  • View Bio

    Clark Smith

    Winemaker and Consultant / WineSmith

  • View Bio

    David Sommer

    CTO / BarrelWise

  • View Bio

    Cynthia Sterling

    Creative Director Affinity Creative Group

  • View Bio

    Dale Stratton

    President / Wine Market Council

  • View Bio

    Caterina Tucci

    Executive MBA / ESADE

  • View Bio

    Bertus van Zyl

    Winemaker / Tank Garage Winery

  • View Bio

    Jennifer Warrington

    The Glue / WISE Academy

  • View Bio

    Elizabeth Whitlow

    Executive Director / Regenerative Organic Alliance

  • View Bio

    Chris Whitney

    Chief Digital Officer / Monarch Tractors

  • View Bio

    Justin Witt

    Creative Director / Affinity Creative Group

Speaker Bios + Q&A's

Speaker

Artem Bocharov

Director of Sales / BarrelWise Session: Variance in fSO2 Across Barrels and the Quality Impact of Precision-Dosing

Artem holds a BA in International Business from the University of Manchester, and an MBA in Innovation and Entrepreneurship from the University of British Columbia. Born and raised in Russia, Artem built a successful career as a private banker at Barclays in London, UK. Eventually, his love for the outdoors brought him to Vancouver, where he continues to pursue his passion for nature, people and technology.


Q

Can you explain BarrelWise’s technology in terms of dissecting barrel performance on a chemical level?


""BarrelWise has developed a sensor that can be used directly in the cellar to rapidly collect, track, and analyze sulfite levels in wine. Its primary application is to track barrel-by-barrel levels; however, any wine vessel can be analyzed.

By collecting frequent, high resolution sulfite readings BarrelWise is able to identify barrels at higher risk of spoilage and guide further testing or corrective action by the winemaking team before it is too late. This data can also be linked to winemakers’ tasting notes, as well as static barrel parameters (cooperage, oak type, grain, etc.) to improve barrel purchasing and inventory management."

Q

What are some examples of how a barrel’s performance can affect the quality of the wines produced in terms of the data your specific technology can gather?


"Sulfites are critical for protecting barrel-ageing wine from spoilage. Limitations of instruments currently on the market have traditionally forced wineries to group barrels together and treat each group as one vessel. Winemakers rely on ‘random’ samples and averages for wine health checks and sulfite additions. But since each barrel is a hand-crafted vessel with a unique history, significant variances develop in sulfite levels between individual barrels. The age of the barrel, its construction, and past microbial load are just some of the culprits. Variances between barrels are obscured by the group average readings generated in the lab. Barrels that are not adequately protected are more likely to suffer quality degradation, leading to wine downgrades and lower overall quality at blending.

By efficiently tracking and managing sulfites for each individual barrel wineries stand to reduce costs and maximize the revenue potential of the vintage."

Q

What is the one thing you hope attendees learn/take away from this session?


"By relying on average measurements instead of barrel-by-barrel tracking and adjustment, wineries fail to achieve optimal wine quality, and are leaving money on the table. This effect is particularly significant for large wineries that make luxury- and icon-tier wines as part of a larger portfolio, but apply same barrel care processes across all SKUs. Modern technology can enable the largest producers to maintain the same level of precision and quality control as high-end boutique chateaus."

Speaker

Danny Brager

Managing Director, Category & Consumer Insights, Former SVP / Azur Associates, Nielsen Beverage Alcohol Practice Session: State of the North Coast Wine Industry

Danny Brager brings a wealth of experience in the Beverage Alcohol industry to his role as an independent consultant.

He is the former Senior Vice President of Nielsen’s Beverage Alcohol Practice Area in the United States, where for close to 20 years he led teams that supported relationships with Nielsen’s many Beer, Wine, and Spirits clients (suppliers, importers, distributors, and retailers) as well as with key industry groups and the media. In that role, Danny succinctly provided data driven analysis and insights, focused on the U.S. retail environment and consumer/shopper – who they are, what they buy, and why - and what to expect looking ahead.

In September 2020, Danny introduced Brager Beverage Alcohol Consulting, offering analysis services to beverage alcohol companies seeking to translate market data into authoritative, fact-based insights in support of their brand and corporate goals, and in 2021 joined Azur Associates.

Danny was born in Calgary, Alberta and moved to Toronto where he graduated from the Schulich School of Business at York University in Toronto with an Honors Bachelor Degree in Business Administration. He relocated to Mission Viejo, California in 1993 where he now resides. He has four grown children - all Millennials across the age range.


Speaker

Stacy Briscoe

Managing Editor / Wine Industry Advisor Session: Regenerative Viticulture - Farming for our Future

Stacy Briscoe is a Sonoma-based wine journalist and editor who produces content for several publications including Wine Enthusiast, SevenFifty Daily, and Wine Industry Network, among others. She also speaks at industry conferences, judges wine competitions, and is a WSET Diploma candidate. Follow her on her personal website: BriscoeBites.com.


Speaker

Jason Centanni

Winemaker / Llano Estacado Session: The Sweet Smell of Success: A Breakthrough in Aroma Retention in Winemaking

Jason started his career at the storied West Texas winery, Llano Estacado in 2005, as a lab tech, coming fresh out of college with a Biochemistry degree from the University of Houston. After working eleven harvests in Texas, one in California, and one south of the equator in New Zealand, Jason earned the title of Winemaker for Texas’ second largest and second oldest winery at the completion of the 2015 vintage.

Jason loves the opportunity to work with Texas wine growers to produce unique wines. His passion for showcasing value-priced Texas wines to the public means he spends more time at every stage of winemaking to personally support and shape each wine to its fullest potential, through his postmodern winemaking practices he provides for Llano Estacado. Although maintaining Llano’s vast portfolio of wines has provided ample experience with multiple varietals, Jason’s inspiration continues to come from Italian, Spanish, and Southern French wines such as Montepulciano, Tempranillo, Syrah, and Rhône blends like Marsanne/Roussanne.


Q

What are common, positive compounds that are lost during fermentation? How/why do these compounds escape?


"It is my understanding that several volatile esters responsible for fruity and floral aromas are lost during primary fermentation, primarily from the stripping effect of the CO2 being produced during yeast glucose metabolism."

Q

How can AromaLoc preserve aroma compounds without condensing, or otherwise interfering, with the fermentation process?


"So typically, during alcoholic fermentation, the vessel has a open top or open lid to allow the CO2 being produced to escape from the vessel. When using the Aromaloc machine, you actually close and latch the vessel's lid thus forcing all the CO2 (and other small gasses) to pass through the proprietary membrane that is built in the machine, and allowing it to escape outside the vessel as it normally would if you had the lid open. The Aromaloc membrane has a pore size that simply doesn't allow the large, volatile ester molecules to pass through and be lost to the outside tank environment with the CO2. The large molecules are pumped back into the tank headspace of the fermentation vessel where they are eventually dissolved back into the liquid and thus retained in the finished wine."

Q

Is there a distinct difference in aroma, flavor, and texture of a wine that did not release these compounds? If so, how would you describe the difference?


"Yes, when comparing a control vs Aromaloc processed wine, there is an increase in clean, fruity and floral aromas when evaluating in the glass, as well as an increase in the retro-nasal aroma. Flavor intensity on the palate seems to be increased as well."

Q

What is the one thing you hope attendees learn/take away from this session?


"The Aromaloc device is simple to use and install, built to withstand the rugged cellar environment, and does exactly what it was designed to do! "

Speaker

Eglantine Chauffour

Product Manager, Winemaking Solutions / Bucher Vaslin North America Session: Cool Tools for Crafting Cleaner White & Rosé Wines

Eglantine holds a double Master’s Degree in Viticulture-Oenology and Agronomic engineering from Montpellier SupAgro (France). Her international background, with winemaking and cellar experiences in France, South Africa, Australia, New Zealand and five years in the U.S., gives her a comprehensive view of wines and processes around the world. At Bucher Vaslin North America, Eglantine is in charge of developing Lamothe-Abiet winemaking products in North America.

Working as a winemaker, research projects manager, technical support, and winemaking consultant, she enjoys helping winemakers optimize their process, troubleshoot difficult wines and has a passion for making rosés!


Speaker

Heather Clauss

Chief Commercial Officer / Free Flow Wines Session: Building a Sustainable Future for Wine: Globally, Nationally, and Locally

In 2011, after a non-linear career path in technology, finance, and design, Heather took her diverse skill set and combined that with her passion for wine, to help build the company Free Flow Wines from the ground up. With a mission to provide the best-tasting and most sustainable glass of wine, Free Flow Wines has pioneered the wine-on-tap category by providing a truly zero-waste package that perfectly preserves the quality of the wine – the reusable steel keg. With the belief that there is always an opportunity to refine and improve, she helped to expand Free Flow’s packaging services to include wine-in-can – the most sustainable package for single-serve wines. Today, Heather oversees all Commercial Business at Free Flow and continues to learn and educate others on the positive impact of sustainable alternative packaging for wine.


Q

In your own words, why do you think it is more important than ever that wineries increase their focus on sustainability efforts?


"As climate change is becoming more evident worldwide, I'm hopeful all wineries are beginning to realize the inherent value in reducing the carbon footprint of our businesses. There are ample resources available to support these efforts which can also improve business, increase sales and reduce costs. It's a win-win for everyone and this session will illustrate the next steps to make it easy for everyone to get started."

Q

Can you provide a brief description of the ICWA and its mission for those who are not familiar with the organization?


"The International Wineries for Climate Action is a collaborative working group of environmentally-focused wineries looking to reduce carbon outputs in the wine industry, through a science-based and collaborative approach. "

Q

For those not yet engaged in significant sustainability efforts within their wine business, what is an easy first step business owners and employees can take to begin the process of shifting toward a more sustainable business?


"There are ample local resources available in all communities that provide a wealth of information on how to get started with green business initiatives - from your local waste management authority, to organizations like the California Green Business Network. To assess joining the IWCA, go to https://www.iwcawine.org"

Q

What is the one thing you hope attendees learn/take away from this session?


"We can instrument big change through small efforts. Don't be daunted - be curious, learn more, take action and inspire others."

Speaker

Brian Clements

Vice President, Partner / Turrentine Brokerage Session: State of the North Coast Wine Industry

With over 25 years of experience, Brian is a wine business veteran who has worked with small high-end growers and wineries and also with the largest players in the wine business. Brian is Vice President and Partner at Turrentine Brokerage. His responsibilities include managing Turrentine’s industry-leading grape brokerage team and working with clients throughout California, including the North Coast, Central Coast and the Central Valley.

A featured speaker at many wine business events, Brian is an expert in how to effectively balance risks in a volatile market and how to anticipate supply cycles. He has personally negotiated well over $500,000,000 in wine grape contracts, including spot market sales, multiple-year agreements and planting contracts.

Brian is frequently quoted in business and other media regarding wine business conditions and forecasts.

A graduate of Fresno State with a Bachelor of Science degree in Plant Science/Viticulture, he lives in Sonoma County and enjoys time with his family and participating in tennis, racquetball and scuba diving.


Q

How would you describe the 2021 vintage and what can you predict about the 2021 harvest in terms of grape yield and quality?


"In general, for most major varieties statewide, the 2021 yields were below winery expectations. Well below in some cases.This is one the of the reasons the grape and bulk markets have been very active all year long. So far, the quality feedback from wineries in very positive."

Q

Looking toward 2022, what is one significant trend our audience should be prepared for in the coming year?


"Taking into consideration the short crop of 2021 and with limited quantities of bulk wine currently on the market for sale, the bulk and grape markets will continue to be active to very active in 2022."

Q

What is the one thing you hope attendees learn/take away from this session?


"Basically, the same answer as above; Moving forward, the grape and bulk wine markets for most major varieties will, most likely, be in balance or in short positions. Understanding the markets in relation to what that means for the attendees respective business' will be important for 2022 and beyond."

Speaker

Ana Diogo-Draper

Director of Winemaking / Artesa Winery Session: The Sweet Smell of Success: A Breakthrough in Aroma Retention in Winemaking

Bio coming soon.


Speaker

Paul Dolan

Co-Founder / Truett-Hurst Session: Regenerative Viticulture - Farming for our Future

As a 4th generation winemaker (and later, president) at Fetzer Vineyards in California's Mendocino County, Paul Dolan chose to make a difference in how the winery grew grapes and how the company did business. In his 27 years at Fetzer, he helped oversee its transition from a small family-owned winery to an employee-based organization, selling wine across the globe. Through his persistent efforts, his vision for Fetzer was realized: "...to be recognized as the environmentally, and socially conscious winery, committed to making the highest quality, best valued wines in the world."

He served on the boards of the Wine Institute and Business for Social Responsibility and is a founder of Wine Vision. He participated on President Clinton's Council on Sustainable Business, and he chaired the California Sustainable Alliance Board. He continues to advocate for sustainable business practices and organic farming based on the simple premise that his natural view of our relationship with the world is not only the right view, but also delivers better products and healthier lives.

Paul currently advocates for the possibility of the creation of a new contextual framework for farming by shifting from the current industrial model to a regenerative system designed to build resilience and vitality into the farm. To this end, Paul works with his son on their Biodynamic family farm, Darkhorse Farming Co. - found in the foothills of Mendocino. He also runs a small ultra premium winery in Dry Creek - committed to the principles of regenerative farming. He is also Chairman of the board for Gold Standard Certification Company - Regenerative Organic Certification which is built on the 3 pillars - Social fairness, Animal welfare and Healthy soils, while advocating for the value certification provides.


Speaker

Haley Duncan

Sustainability Manager / Silver Oak Session: Building a Sustainable Future for Wine: Globally, Nationally, and Locally

Haley Duncan is a third-generation vintner from Silver Oak and Twomey Cellars. Haley’s grandfather, Ray Duncan, co-founded Silver Oak in the early 70’s and her father, Tim Duncan has worked at the wineries for over 30 years. After graduating from Skidmore College in 2013 with a degree in Environmental Studies, Haley moved back to California to learn the family business first-hand, working in the vineyards, cellars and customer service department. She then became Project Manager for construction of the new Alexander Valley winery in Healdsburg, specializing in sustainability. Haley has applied her studies to help achieve the first LEED Platinum and Living Building Challenge (LBC) certifications for new construction in the wine business. During construction of the new winery, she also led sustainability initiatives at Silver Oak’s Oakville winery which became the first existing building certified LEED Platinum in July 2016.


Q

In your own words, why do you think it is more important than ever that wineries increase their focus on sustainability efforts?


"The wine industry depends on a stable climate to farm winegrapes, so we have a vested interest in addressing climate change. We need to do our part now to the minimize longterm effects of a warming world."

Q

Can you provide a brief description of the ICWA and its mission for those who are not familiar with the organization?


"International Wineries for Climate Action (IWCA) is a collaborative working group of environmentally committed wineries focused on a science-based approach to reducing carbon emissions across the wine industry."

Q

For those not yet engaged in significant sustainability efforts within their wine business, what is an easy first step business owners and employees can take to begin the process of shifting toward a more sustainable business?


"One of the easiest things a winery can do is to look into green power options from their utility provider. Investing in local renewably energy, whenever possible, is important and usually reasonably priced."

Q

What is the one thing you hope attendees learn/take away from this session?


"I hope attendees take away at least one change they can make in their business to improve their sustainability efforts."

Speaker

Mason Earles

Assistant Professor of Biological and Agricultural Engineering and Viticulture and Enology / UC Davis Session: AI and Automation in Vineyards

Mason Earles is Assistant Professor of Biological and Agricultural Engineering and Viticulture and Enology at UC Davis, along with a Co-PI on the National AI Institute for Next Generation Food Systems. He worked at Apple Inc. on machine learning and computer vision applications within hardware engineering for several years, and prior to that he developed novel methods in computational and experimental plant physiology.


Speaker

Ed Feuchuk

General Manager / Tank Garage Winery Session: Exceeding the Expectations of Digital Natives

Ed Feuchuk is marketer and mistake maker with over 15 years of experience building innovative DTC wine brands. As the General Manager for Farm Collective Napa Valley, Ed leads creative, strategic, and technical initiatives for brands like Tank Garage Winery, James Cole Winery, Regusci Winery, and T-Vine Winery. With a passion for authentic experiences and renegade marketing, Ed and his work have been featured in Adweek, the New York Times, Wine Spectator, and Playboy.


Q

How would you, in your own words, describe a ‘digital native’, for those not familiar with the word?


"A digital native is a person with innate technological fluency from having grown up in a world where computing devices, internet, and mobile connectivity are established and ubiquitous. They carry a set of skills and expectations of which modern technology plays a foundational role."

Q

What characteristics define the tech savvy, digital-native customer?


"A digital-native customer values the convenience, speed, and accessibility that technology enables in their consumer experience. These customers have an inherent trust of connected stores and transactions and are increasingly willing to adapt to evolving commerce trends and conventions. These customers are best able to leverage the benefits of online stores, subscriptions, and services."

Q

How will these consumers influence consumer behavior in coming years?


"As a greater percentage of the consumer population shifts to digital natives, the growth and reach of e-commerce will continue to accelerate and evolve existing digital commerce concepts and shift more "offline" concepts into digital spaces. Traditional behaviors, like shopping at a grocery store, survived the first wave of digital transformation due to consumer habits and familiarity, but digital natives will continue to challenge theses ideas and create new opportunities for businesses."

Q

What is the one thing you hope attendees learn/take away from this session?


"While the ongoing shift to digital won't surprise anybody, wineries continue to grasp onto their traditions and are reluctant to embrace means to create digital wine experiences and buying opportunities. Luckily, these ideas aren't mutually exclusive and there is a path for wineries to leverage technology in a way that fits their brand."

Speaker

Lorenzo Forbice

Project Manager & Research Director / Della Toffola USA Session: 2020 Studies on Accentuated Cut Edge Technology

Lorenzo Forbice holds a PhD in Orthopedic Rehabilitation and Biomechanics at Facolta’ di Medicina, Universita’ di Chieti and practiced medical rehabilitation for 12 years. In 2002 he began providing mobile technology services to wineries all over Europe, mainly France, Italy and Spain as well as Israel, South Africa, South America and California, where he conducted research on improved solutions and equipment for VA, smoke and Brett removal. In 2020 he moved permanently to California where he serves as Project Manager and Research Director for Della Toffola USA.


Speaker

Julien Gervreau

VP of Sustainability / Jackson Family Wines Session: Building a Sustainable Future for Wine: Globally, Nationally, and Locally

Julien Gervreau is a Sonoma County, California native whose career in the wine industry has spanned more than 15 years and nearly all aspects of the industry, from production and operations to marketing and sales. In his role as Vice President of Sustainability at Jackson Family Wines, Julien focuses on setting organizational strategies and leading tactical implementation of water and energy efficiency, onsite renewable energy generation, GHG emissions reductions, and waste diversion. He also works closely in communicating JFW’s commitment to sustainability in the through brand, sales and distribution channels, as well as activating employee engagement.

Julien is passionate about designing, developing and managing sustainable business systems that enhance the triple bottom line of economic growth, environmental sustainability, and social equity. He employs integrated systems thinking, financial analysis and documented sustainability frameworks to guide business strategy that fosters healthy, more resilient entities, and drives operational savings.

Julien holds an MBA in Sustainable Management from Presidio Graduate School in San Francisco, and a BA in Anthropology and History from Connecticut College in New London, CT. When he’s not at work, you can usually find Julien at the beach or on the soccer pitch with his wife and two young children.


Speaker

Jennie Gilbert

Founder / Red Chirp Session: Exceeding the Expectations of Digital Natives

Jennie Gilbert is an experienced Technology Entrepreneur with a passion for designing software that helps businesses solve thorny problems. As a Founder of RedChirp, Jennie is obsessed with helping businesses meet consumers’ newly expanded expectations for virtual interactions. Calling and emailing may have been enough before, but now 89% of consumers want to text with businesses. RedChirp makes business texting easy: phone numbers, compliance, web chat, payments, phone and video calls, marketing campaigns and more.

A true nerd at heart, Jennie loves spreadsheets and a good data set to dig into; she recently completed a case study in collaboration with the WISE Academy testing 5 ways wineries can more effectively communicate with their prospect and customers through texting. Jennie is a frequent speaker at business conferences and the co-author of two books, "RE:Market: New digital techniques independent retailers can use now to compete better, grow faster and work smarter" (2017) and "RE:THiNK: 11 surprising things you should do now to win retail customers in the digital age" (2015).

When not in the office, Jennie spends time cooking with her husband and watching garbage truck videos with her toddler-aged son. Her most prized possession is their well-worn – and heavily stained – wine-tasting notebook.


Q

How would you, in your own words, describe a ‘digital native’, for those not familiar with the word?


"Digital Natives' daily lives has always included the internet and internet-connected devices. They don't remember a time without it! The immediacy, connection and sheer breadth of information the internet provides has always been at their ready disposal and significantly shaped how they learn, enjoy, procure and interact. "

Q

What characteristics define the tech savvy, digital-native customer?


"Caveat: I believe people are more similar than they are different, even across generational divides. The same forces that have impacted digital-natives have impacted every other generation too, just not always as much. That's why these trends are so important.

Here's one - Connection Speed. Digital natives may like to start by doing their own research: googling, browsing social media, etc. But when they're ready to connect with a business... they want to connect with a human being right now. Immediately!"

Q

How will these consumers influence consumer behavior in coming years?


"The first digital natives are older than you may think! Elder millennial are 40 years old and entering some of their highest earning power years. The way they shop, connect and make decision isn't limited to their generation only. Older generations have adopted many of these characteristics too. Even small changes your business makes to cater to digital natives - especially those that reduce friction and increase convenience - can have positive impacts across the board."

Q

What is the one thing you hope attendees learn/take away from this session?


"Don't recreate the wheel. You probably already value something that digital natives do too! Identifying and highlighting those common areas can be easier to do, and deliver more return, than you thought."

Speaker

Tessa Gorsuch

Marketing Manager / Martinelli Vineyards & Winery Session: Exploring the Impact of Omnichannel Marketing on Building Brand Connections

Tessa Gorsuch is a 5th generation Martinelli and grew up on the family’s Bondi Home Ranch vineyard in Sebastopol, CA. Growing up with both sides of her family in the wine business, Tessa had a passion for the industry at a young age. She received a BS in Wine and Viticulture and a minor in Agribusiness from Cal Poly in San Luis Obispo. Upon graduation, she worked as a cellar harvest intern making wine at a small winery in Healdsburg. Since then, Tessa has worked for wineries in Dry Creek Valley and Sonoma Valley, growing her experience in marketing, wine club management, tasting room management, events, hospitality, and more. In January 2020, she joined the family business as Marketing Manager and is thrilled to be back to her roots working in Russian River Valley. Tessa lives in Sebastopol with her husband and two young children.


Speaker

Josh Grace

Managing Director / International Wine Associates Session: Mergers & Aquisitions: Future Trends in the US Wine Industry

Josh Grace is a Managing Director at IWA and has over twenty years of financial management, valuation, accounting, mergers and acquisition and corporate advisory experience, with a specialization in the wine and liquor industry.

Before joining IWA in 2002, Josh was a Financial Manager at Robert Mondavi where he worked on California vineyard acquisitions and on financial management of the company’s flagship Napa Valley winery. At IWA Josh has worked on a number of prominent wine industry transactions with a combined value of over $1.5 billion with the following companies among others, Diamond Creek, Burgess Cellars, Flora Springs, Merry Edwards, Wallula Gap Vineyard, Sierra Madre Vineyard, Calera, Beaux Freres, Chalone Vineyard, Talbott Vineyards, Hop Kiln Winery, Sagemoor Vineyard, Lancaster Estate, Sausal, Bonny Doon, Wild Horse, Havens, Davis Bynum, Chateau Potelle, Cline Cellars, and Wells Fargo that have included the sale of various businesses including Edna Valley Vineyard, Pacific Rim, Hangar One Vodka, Big House, Red Truck, DIAGEO, Treasury Wine Estates, Constellation, Grupo Codorniu, Brown-Forman, Gruppo Campari, Fosters, and many others.

Josh graduated from California Polytechnic State University, San Luis Obispo, California with a BSc degree in Business Administration with a concentration in Accounting.


Speaker

Hilary Graves

Viticulturist / Booker Vineyard Session: Vineyard Water Management During Drought Years

Hilary Graves manages the farming at Booker Vineyard in Paso Robles CA, a CCOF Certified Organic vineyard. She is passionate about California water policy and preserving our Nation's agricultural heritage. In addition to her work at Booker, Hilary is active in her community by serving as an elected Director of the Estrella-El Pomar-Creston Water District, President of San Luis Obispo County Farm Bureau, and as a Director on the School Board at San Luis Obispo Classical Academy. Hilary graduated from CSU Fresno and Texas Woman's University. She also attended graduate school at Cal Poly San Luis Obispo where she studied Crop Science. Hilary and her husband Simon live and farm in Creston with their two daughters.


Q

What are some of the biggest challenges growers are facing in terms of water management?


"In my area, lack of groundwater due to drought and over pumping, lack of additional storage, lack of alternative sources of water. "

Q

What are some of the new tools or techniques available to growers to help in controlling water use?


"Soil moisture probes have been the most effective tool for me."

Q

What are easy first steps growers can take to understanding and reducing their overall water usage?


"Soil moisture probes."

Q

What is the one thing you hope attendees learn/take away from this session?


"These are weird questions.I guess I hope they learn some ideas for managing water during drought?"

Speaker

Mark Greenspan, Ph.D., CPAg, CCA

President & Viticulturist / Advanced Viticulture, Inc. Session: Vineyard Water Management During Drought Years

Mark has over three decades of viticultural experience, comprised of scientific, technical and practical field efforts. Mark’s academic background includes a B.S. in Electrical Engineering, an M.S. in Viticulture and a Ph.D. in Agricultural Engineering, all from the University of California, Davis. He is one of very few private practitioners who have been elected as an honorary member of Gamma Sigma Delta, the agricultural honor society and is also a member of Tau Beta Pi, the engineering honor society. He holds CCA (Certified Crop Advisor) and CPAg (Certified Professional Agronomist) certifications from the American Society of Agronomy. He holds a Pest Control Advisor (PCA) license with the state of California.

Mark is a regular contributor to wine industry publications, and has penned a viticulture column for Wine Business Monthly continuously since 2005. He served as President of the American Society of Enology and Viticulture (ASEV) from 2015 to 2016. Advanced Viticulture was founded by Mark in 2005 as a vineyard consulting firm. Since then, it has grown to be a full-service vineyard development, management, consulting and technology provider to California’s wine industry.


Q

What are some of the biggest challenges growers are facing in terms of water management?


"The tendency for almost all growers is to apply much more water than is necessary or even beneficial to their wine grape crop. I find this to be true in in wet years as well as in drought years. That said, drought conditions have forced many growers to find ways to reduce water and in so doing, to become enlightened as to the excessive irrigation they have been applying in years past."

Q

What are some of the new tools or techniques available to growers to help in controlling water use?


"Personally, I have made extensive use of soil moisture profile probes. They have been indispensable to me and my colleagues and clients. We are now employing in-situ plant stress sensors, which I think are revolutionary in that we can measure plant stress continuously. Measuring both plant and soil water status is essential to optimal irrigation management."

Q

What are easy first steps growers can take to understanding and reducing their overall water usage?


"Look at your shoot growth in the spring and early summer. If your shoots are still growing during lag phase of berry development, you’re soil water availability is too high and your vines are too "happy""

Q

What is the one thing you hope attendees learn/take away from this session?


"I hope most will start to realize that they can cut back on water applications without loss of yield while also reducing the cost of their inputs and cultural operations."

Speaker

Mariangela Guarienti

CEO / Della Toffola USA Session: 2020 Studies on Accentuated Cut Edge Technology

Mariangela Guarienti was born in Verona, Italy. She attended the University of Padova in the Faculty of Agronomy department from 1979 to 1984. Throughout her career, Guarienti has gained global expertise working for a few different companies all over the world focusing in the Agriculture and food-based industries. These companies include: Agmin Italy Srl, Antares Ltd, Italian Chamber of Commerce in Chile, and Oliver Ogar South America. In 2009, Guarienti founded Della Toffola USA, where she brings her many years of expertise to her role as Founder and CEO.


Speaker

Jana Harvey

President & Owner / Creative Wine Concepts, Scott Harvey Wines Session: Mobile E-Commerce - The New Must Have in DTC

Jana Harvey brings 35 years of sales and marketing experience to the wine industry. A transplanted Midwesterner that got bitten by the "wine bug" came to California in the early 80's. During the resurgence of the premium wine business, she has worked in pioneering brands with industry leaders such as Manfred Esser of Cuvaison and Roy and Walt Raymond of Raymond Vineyards.

In 2004, Jana and her husband, Scott Harvey, founded Creative Wine Concepts. As President and due to her extensive 3 tier distribution experience, Jana opened 20 initial markets throughout the US. After the economic decline of 2008, it was necessary to find a way to sell less wine with higher profits. Jana was able to do this by embracing the "Direct to Consumer" model. She excelled in developing tasting rooms with a strong focus on building the wine club and ecommerce. Her early acceptance and embracement of social media has made her one of the leaders in using social media to build wine brands and create new sales. Creativity is one of her strengths and necessary for the ever-changing climate of the wine industry, as was just exhibited during the Covid-19 pandemic, in developing a virtual experience channel.


Q

In your experience, what are some of the most significant changes to winery mobile eCommerce within the last 5 years?


"More consumers are reaching our website from their phones rather than computers or tablets."

Q

Do mobile DTC strategies need to be altered for different consumer demographics? If so, provide an example of how.


"If your strategy is to do a CPA campaign for a quiz, different types and questions would need to be different to Boomers vs. Millenials."

Q

What is the one thing you hope attendees learn/take away from this session?


"A new idea they hadn't thought of to be inspired to try."

Speaker

Stephanie Honig

Director of Communications, Sales, and Exports / Honig Winery & Vineyard Session: Mobile E-Commerce - The New Must Have in DTC

Stephanie Honig was born in Havertown, Pennsylvania. When she was six years old, she moved with her family to Buenos Aires, Argentina. Stephanie moved to Florida in 1994, where she attended Florida International University, graduating in 1997 with a Bachelor’s degree in Hotel and Restaurant Management. While attending FIU she also spent time in Europe, studying at the Oxford Brookes University in England. She then moved to Philadelphia and worked as a Sales Manager for Marriott Corporation.

In 2000, she moved to New York to pursue a career in the wine industry. While in New York, Stephanie worked as a Sales Manager for Clicquot, Inc., and in National sales for Rudd Winery. In 2005, she earned the WSET (Wine & Spirit Education Trust) Higher Certificate and the WSET Diploma. Stephanie left Rudd Winery in 2006 to import her own wine brand from Argentina. She also taught wine classes at the French Culinary Institute in New York and at Florida International University.

In 2006, she moved to Napa Valley and married Michael Honig. Stephanie travels the globe developing Honig’s international and national presence and handles communications for the business. She has chaired the Public Relations Committee and serves on the Marketing Committee and the International Ambassadors Committees at the Napa Valley Vintner Association. She is active in raising funds for Type 1 diabetes research and for gun violence prevention. She is certified as a Feng Shui consultant and is the founding board President of the Napa Valley Cannabis Association. Stephanie has also consulted with and developed the go to market strategy for Republic National Distributing Company in the CBD beverage industry. She lives on the Honig property in Rutherford with her husband Michael, their daughters Sophia and Lola, sons Sebastian and Santiago, and their dogs Hunter and Dulce.


Q

In your experience, what are some of the most significant changes to winery mobile eCommerce within the last 5 years?


"More social media, virtual tastings, zoom events."

Q

Do mobile DTC strategies need to be altered for different consumer demographics? If so, provide an example of how.


"They need to be intuitive, quick and easy to use to appeal to all ages."

Q

What is the one thing you hope attendees learn/take away from this session?


"Don't take your eye off the ball. We can all maneuver the evolution of business practices and opportunities if we react thoughtful and quickly. Those who are most involved benefit."

Speaker

Matt Hughes

Winemaker / Campovida Session: Cool Tools for Crafting Cleaner White & Rosé Wines

Matt has spent the last two decades working in California's North Coast, as a winemaker, entrepreneur, and champion of organic farming. Matt's style of winemaking is rooted in the belief of unique and distinct vineyards, purity of fruit, and in the like minded people dedicated to pushing the industry forward. Matt is a native of New Orleans, and he has spent a good portion of his adult life living and working in Chicago before making the move to the left coast. It was the embrace of food and beverage as an essential part of good living that pushed him to pursue his passion. Although Matt has received many accolades for his wines, his greatest drive and satisfaction remains in the simple pleasures of practicing his craft.


Speaker

Rick Jones

Consulting Winemaker / Vinovation Session: 2020 Studies on Accentuated Cut Edge Technology

Rick Jones has worked for 40 years with technology providers and winemakers to mutually achieve their quality, stylistic and financial goals. A 1984 graduate of UC Davis, he co-founded Vinovation in 1992 and helped introduce flash détente to the North American market. A native of Flint, Michigan he has experienced firsthand the damage that complacency and static thinking can cause to an industry.


Q

What are common, positive compounds that are lost during fermentation? How/why do these compounds escape?


"800+ fermentation aromas are produced by the yeast starting at about peak carbon dioxide production and ending before the end of fermentation. Any volatile aroma compound that is present in the fermenting wine is susceptible to being blown away by carbon dioxide. The most volatile compounds are the hydrophobic esters which are also some of the most desirable aromatic compounds in wine. An example would be ethyl hexanoate (apple smell) and about 40% of this is stripped from the wine and blown away by CO2. Nearly all of the ethyl octanoate (pear smell) is blown away. Dozens of other aromatic esters are depleted. The hydrophilic higher alcohols are not lost to any significant degree as they are not very volatile. Therefore, wines consumed over the past 8000 years have had an aroma profile weighted toward the higher alcohols which can have a bitter taste at the expense of a fruity flavor.

The mechanism causing loss of volatile aromas is a two-step process. First, because of their volatility, the volatile aromas move out of the liquid wine to the headspace. Second, once in the headspace the mass flow of O2 simply pushes them out the tank’s exhaust port to the winery. Unfortunately, the lost aromas decrease the wine’s quality and none of the standard winemaking techniques can prevent their loss."

Q

How can AromaLoc preserve aroma compounds without condensing, or otherwise interfering, with the fermentation process?


"We are proud to say that the AromaLoc process is non-invasive meaning the wine is not touched in any way and nothing is physically added to the wine. AromaLoc manipulates only the headspace gas. This is done by ducting the headspace exhaust to an AromaLoc machine which contains a special membrane that is highly permeable to hydrophobic compounds. The high-impact aroma compounds are generally hydrophobic and these diffuse across the membrane and are directed back to the headspace from which they came. Compounds which do not cross the membrane (like hydrophilic alcohols) are exhausted to the winery. The gas returning to the headspace has a very high concentration of hydrophobic aromas which steadily increases the concentration of these aromas in the headspace. This increasing headspace aroma bucks the movement of aroma from the wine to the headspace allowing more aroma to remain in the finished wine. Each volatile aroma compound moves from wine to headspace according to the concentration difference between the wine and the headspace for that compound. For example, an aroma compound will move down its concentration gradient, from wine to headspace, until the concentration gradient reaches a specific value for that compound. If there was no CO2 stripping from the headspace the wine would contain nearly all of the aroma produced by the yeast. In the real world, CO2 constantly flushes away aroma from the headspace thus maintaining a large concentration gradient for aroma to move from wine to headspace. So, there is a constant flow of aroma to the headspace and then to the winery, and the finished wine contains much less aroma than the yeast produced."

Q

Is there a distinct difference in aroma, flavor, and texture of a wine that did not release these compounds? If so, how would you describe the difference?


"Time and time again, blind tastings have indicated AromaLoc-treated wines are more fruity, less bitter, more complex and have a longer aftertaste compared to control wine. We believe this taste difference in AromaLoc-treated and control wines is due to the aroma profile shifting toward the fruity esters rather than the fusel alcohols. For experimental trials, we suggest the winery collect a large volume of juice, add any required nutrients and inoculate with yeast BEFORE the juice divided into the control and AromaLoc tanks.

Assessing the aromatic qualities of wine is a very imperfect exercise. Aromas may exist in high quantities but if they are bound by other compounds in the liquid, they will not be free and will not be detected by simply smelling the wine. If the wine is sipped and then spit out, very little if any will reach the oral pharynx (back of the throat) and it will not be detected when exhaling through the nose. Using GC/MS might also provide inaccurate results of aroma since bound aromas will not migrate to the headspace of a sample vial for analysis by gas chromatography. We recommend tasters sniff the wine, and then sip it and swallow it. After swallowing, keep the mouth closed and exhale slowly through the nose and record your findings. Recent research shows that proteins in saliva, along with the increased temperature in the mouth, liberate bound aromas which are then detected by the nose."

Q

What is the one thing you hope attendees learn/take away from this session?


"We hope the attendees experience how preventing aroma loss from CO2 stripping can change wine for the better. It is also noteworthy that the inevitable loss of aroma during storage will be less of a problem for AromaLoc-treated wine as the wine went into the bottle with a higher aroma content. In the end, producing better wine for pennies per bottle has to be good for business."

Speaker

Zach Kamphuis

Sales Manager / Commerce7 Session: The Evolution of the Wine Club: Exploring Modern Subscription Models

Zach Kamphuis is the General Manager at Commerce7. He's been working there for the past two and a half years since its inception, helping wineries create better consumer shopping experiences through all DTC sales channels.


Q

In your experience, what are some of the most significant changes to the wine club model the industry has experienced over the last five to ten years?


"Members are expecting more flexibility with their packages, in terms of products they get, quantities, shipment frequency, shipment dates, etc."

Q

What’s driving the changes?


"Members are becoming used to this more personalized experience through their other subscription services."

Q

What are some of the most successful wine club models you’ve witnessed in the industry today?


"Clubs that are focused on curation, convenience, and flexibility for their members, and do a great job of communicating this extended value."

Q

What is the one thing you hope attendees learn/take away from this session?


"Giving members even more flexibility and convenience leads to higher club conversion rates, average order values, and retention."

Speaker

Dr. S. Kaan Kurtural

Cooperative Extension Specialist / UC Davis Sessions: Vineyard Water Management During Drought Years, AI and Automation in Vineyards

Dr. Kaan Kurtural joined the Department of Viticulture and Enology at UC Davis November 2015 as the Cooperative Extension Specialist in Viticulture. Dr. Kurtural’s research focuses on three main parts: 1) improving production efficiency in vineyards by applying principles of canopy and crop load management using vineyard mechanization and applied water amounts; 2) identifying quality improvement traits in berry composition by translating fundamental research into applied production practices in vineyards; 3) evaluating alternative methods of control invasive species in vineyards.

Dr. Kurtural has statewide appointments and travels California’s grape growing regions providing extension and outreach to grape growers, working with county farm advisors and conducting research projects. He and his laboratory team are based at UC Davis’s Oakville Station in Napa Valley. His research interests include precision viticulture; vineyard mechanization for optimizing crop load, yield efficiency and sustainability; whole grapevine physiology; and irrigation deficits, scheduling, application and their interactive effects with cropping levels on vine and grape flavonoid biosynthesis.


Q

What are some of the biggest challenges growers are facing in terms of water management?


"Availability of surface water."

Q

What are some of the new tools or techniques available to growers to help in controlling water use?


"Flux stations."

Q

What are easy first steps growers can take to understanding and reducing their overall water usage?


"Keep records and use calculations."

Q

What is the one thing you hope attendees learn/take away from this session?


"Grapevines are not going to die."

Speaker

Jordan Lonborg

Viticulturist / Tablas Creek Vineyard Session: Regenerative Viticulture - Farming for our Future

After graduating from Cal Poly in 2012 with a degree in Fruit Science, Jordan began working for Monterey Pacific Inc. assisting in the management of a vineyard on the famed San Bernabe Ranch in Monterey County. After 4 years working for MPI, he started his current job as Viticulturist for Tablas Creek Vineyard in Paso Robles CA. He is a true believer in the regenerative farming movement. When not in the vineyard, Jordan can be found on a kayak hunting for lingcod and halibut, or on a river hunting for trout and steelhead.


Q

In your own words, how do you define regenerative agriculture?


"The human civilization has exploited the planet for centuries. We drill, we mine, we frack, we clear cut, we over-fish, we over-graze, and on and on it goes. All we do, for the the most part, is take from the planet. Regenerative Farming is a science based farming practice that allows farmers to finally give back to the planet, the people, the animals and the ground that puts food on our tables via carbon sequestration. It is an opportunity to have a serious impact on slowing down climate change."

Q

In your opinion, how does regenerative agriculture differ from organic or biodynamic farming practices?


"Regenerative Farming takes the best parts of biodynamic and organic farming practices and builds upon them."

Q

What are some of the challenges in transitioning from conventional to regenerative farming?


"There are couple big challenges farmers will face when transitioning from conventional farming to regenerative farming. First and foremost would be moving away from conventional pesticide use. The next challenge would be the fact that your farm can no longer be viewed as a mono-culture. Promoting a bio-diverse ecosystem is essential. The last big challenge would probably be trying to figure out a way to incorporate animals into your system."

Q

What is the one thing you hope attendees learn/take away from this session?


"My hope is that attendees walk away from the session and realize that we have an opportunity to start helping and healing the planet and that we should feel obligated to do so."

Speaker

Jeff Mangahas

Winemaker / Williams Selyem Session: Vineyard Water Management During Drought Years

Jeff grew up in Washington State, graduating from the University of Washington with a B.S. in Cellular and Molecular Biology. Beginning his career as a research scientist in Seattle, Jeff explored the deep, tannic vintages of Washington’s varied wine regions. When his career took him to New York City, Jeff discovered another facet to his fascination with wine—pairing it with fresh and passionately prepared cuisine. In 2003 when Jeff graduated with an M.S. in Enology and took on his first harvest with Artesa Vineyards. Soon after, Jeff became Assistant Winemaker at Dutton-Goldfield, and then taking the position of Winemaker at Hartford Family Winery, specializing in Pinot Noir from Russian River Valley and Sonoma Coast appellations. Today, as Winemaker at Williams Selyem, Jeff continues to ask the question of what makes a wine taste the way it does, now tempered with, "how can we coax the best out of each vintage?"


Speaker

Kara Maraden

Director of Viticulture / Foley Family Farms Session: AI and Automation in Vineyards

Kara came to California in 2010 after earning a Bachelor’s Degree in Horticulture and a Master’s degree in Plant Pathology from Penn State University. She went on to earn a CA Pest Control Advisors license and has worked as a Viticulturist in vineyard operations of all sorts throughout Napa and Sonoma Counties. Kara became the Director of Viticulture for Foley Family Farms in 2016 working with an ever expanding portfolio of diverse vineyards all over the state of California and Oregon. She heads a small team focused on precision agriculture utilizing technology to increase farming efficiency and sustainability and to adapt to a changing climate.


Q

In your opinion, what is the top driving factor to include more technology in the vineyard?


"Efficiency."

Q

How can vineyard managers start to incorporate technology into their vineyard without breaking the bank?


"Identify activities that take the most time and find the tech that can cover a few bases."

Q

What is your vision for the future of technology in the vineyard?


"A seamless and time-saving integration of reliable data as a tool to aid in decision making."

Q

What is the one thing you hope attendees learn/take away from this session?


"It is possible to get buy-in from employees if onboarding is done correctly, with some patience, and you follow up regularly to make sure the technology is working for your operation."

Speaker

Heather McCarthy

Director of Marketing / Rombauer Vineyards Session: Exploring the Impact of Omnichannel Marketing on Building Brand Connections

Heather McCarthy is the Director of Marketing for Rombauer Vineyards where she leads the Napa Valley family-owned winery’s marketing efforts throughout the U.S. and internationally. She joined Rombauer with over ten years of wine industry experience, including brand marketing positions at some of California’s top wine producers. McCarthy is a graduate of Sonoma State University’s Executive Wine MBA program and holds an undergraduate degree in Journalism and Wine and Viticulture, from California Polytechnic State University, San Luis Obispo. It is McCarthy’s passion for wine marketing and her admiration for the culture of family-owned wineries that led her to her current position at Rombauer.


Speaker

Randy Morse

Director of Communications / AromaLoc Session: The Sweet Smell of Success: A Breakthrough in Aroma Retention in Winemaking

Randy Morse is a Canadian author, publisher, broadcaster, and Director of Communications for British Columbia-based AromaLoc. Randy’s background includes a stint in wine sales with the Pernod Ricardowned V&S Group in Stockholm. A recipient of the Friends of Canadian Broadcasting’s prestigious Dalton Camp award, he enjoys climbing, cycling, and sharing an after-work beverage with hard-working winemakers when not extolling the virtues of AromaLoc’s remarkable technology.


Q

What are common, positive compounds that are lost during fermentation? How/why do these compounds escape?


"Any volatile aroma compound that is present in the fermenting wine is susceptible to being blown away by carbon dioxide. The most volatile compounds are the hydrophobic esters which are also some of the most desirable aromatic compounds in wine. A good example, is ethyl hexanoate (apple smell) — roughly 40% of this is stripped from the wine and blown away by CO2. Nearly all of the ethyl octanoate (pear smell) is blown away. Dozens of other aromatic esters are depleted. On the other hand, hydrophilic, higher alcohols, are not lost to any significant degree as they are not very volatile. Therefore, wines consumed over thousands of years of winemaking have had aroma profiles weighted toward the higher alcohols which can have a bitter taste at the expense of a fruity flavor. The mechanism causing loss of volatile aromas is a two-step process. First, because of their volatility, the volatile aromas move out of the liquid wine to the headspace. Second, once in the headspace the mass flow of CO2 simply pushes them out the tank’s exhaust port to the winery. Unfortunately, the lost aromas decrease the wine’s quality, and none of the standard winemaking techniques can prevent their loss."

Q

How can AromaLoc preserve aroma compounds without condensing, or otherwise interfering, with the fermentation process?


"The AromaLoc process is completely non-invasive — the wine is not touched in any way, and nothing is physically added to the wine. AromaLoc manipulates only the fermenting tank’s headspace gas. This is done by ducting the headspace exhaust to an AromaLoc machine which contains a special membrane that is highly permeable to hydrophobic compounds.These desirable aromas) diffuse across the membrane and are directed back to the headspace from which they came. Compounds which do not cross the membrane (like hydrophilic alcohols) are exhausted to the winery. The gas returning to the headspace has a very high concentration of hydrophobic aromas which steadily increases the concentration of these aromas in the headspace. This increasing headspace aroma bucks the movement of aroma from the wine to the headspace, allowing more aroma to remain in the finished wine. Each volatile aroma compound moves from wine to headspace according to the concentration difference between the wine and the headspace for that compound. For example, an aroma compound will move down its concentration gradient, from wine to headspace, until the concentration gradient reaches a specific value for that compound. If there was no CO2 stripping from the headspace the wine would contain nearly all of the aroma produced by the yeast. In the real world, CO2 constantly flushes away aroma from the headspace thus maintaining a large concentration gradient for aroma to move from wine to headspace. So, there is a constant flow of aroma to the headspace and then to the winery, and the finished wine contains much less aroma than the yeast produced. Our technology prevents this."

Q

Is there a distinct difference in aroma, flavor, and texture of a wine that did not release these compounds? If so, how would you describe the difference?


"Assessing the aromatic qualities of wine is a very imperfect exercise. Aromas may exist in high quantities but if they are bound by other compounds in the liquid, they will not be free and will not be detected by simply smelling the wine. If the wine is sipped and then spit out, very little if any will reach the oral pharynx (back of the throat) and it will not be detected when exhaling through the nose. Using GC/MS might also provide inaccurate results of aroma, since bound aromas will not migrate to the headspace of a sample vial for analysis by gas chromatography. We recommend tasters sniff the wine, and then sip it and swallow it. After swallowing, keep the mouth closed and exhale slowly through the nose and record your findings. Recent research shows that proteins in saliva, along with the increased temperature in the mouth, liberate bound aromas which are then detected by the nose. Time and time again, blind tastings have indicated AromaLoc-treated wines are more fruity, less bitter, more complex, and have a longer aftertaste compared to control wine. For example, in a recent tasting of a Cab Sav from a highly-regarded Napa winery, tasters noted that while the control wine was excellent, the AromaLoc-treated version had even better mouthfeel, with a significant increase in wood/oak concentration. "It’s almost as if the control wine was fermented in stainless steel tanks, there was such a marked increase in wood aromatics, and a longer mid-palette in the Aromaloc-treated wine — it’s much more full-bodied." This taste difference in AromaLoc-treated and control wines is due to the aroma profile shifting toward the fruity esters rather than the fusel alcohols."

Q

What is the one thing you hope attendees learn/take away from this session?


"I hope WIN Expo attendees will leave this session, intrigued by the possibility an easy-to-use, cost-effective, non-intrusive method exists to significantly increase the quality of their wines. I hope they go back to their operations, eager to learn more about how AromaLoc can help them make good wines better."

Speaker

James Nichols

VP of Farming Operations / Nichols Farms Session: AI and Automation in Vineyards

James has always had a passion for agronomy and technology. He participated in a project at his family's farm in 2013 with the aim to provide better remote monitoring solutions. The project grew from a pure monitoring project into a full farm irrigation automation trial a few years later. After several years of increased yield and quality benefits, James saw the potential of the technology and decided to start Hotspot Ag to expand deployments outside of Nichols Farms. He holds a degree from UC Davis in Crop Science and Management and continues to manage the Nichols’ farming operations.


Q

In your opinion, what is the top driving factor to include more technology in the vineyard?


"Irrigation management. The drought, current water regulations, and labor availability has and will continue to impact vineyard productivity. Irrigation technology helps make vineyard operations more efficient with the water and labor that's available."

Q

How can vineyard managers start to incorporate technology into their vineyard without breaking the bank?


"An easy way to start is to utilize the farm staff to help collect information. Our farm set up a web-based form and provided tablets to irrigators to measure daily irrigations and fertilizer applications. This information was collected either weekly or monthly before the electronic form. Later when we automated the irrigation systems, they had much more familiarity with the tablets and had confidence on how to use them."

Q

What is your vision for the future of technology in the vineyard?


"Technology can provide an accurate record of what has been done, give confidence of knowing exactly what to do, and execute required tasks automatically. Technology won't completely remove the human element from farming, but it will certainly help with record keeping, decision making, and the execution of tasks."

Q

What is the one thing you hope attendees learn/take away from this session?


"Technology can make a big difference. When implemented well, it can reduce costs, improve communication, and improve quality/yields."

Speaker

Robert Nicholson

Principal / International Wine Associates Session: Mergers & Acquisition Trends in the US Wine Industry

Robert Nicholson is a Principal and founder in 1990 of International Wine Associates (IWA), the leader in New World wine industry mergers & acquisitions by the number of deals closed and total value of transactions. IWA has completed over 70 separate wine business sales for a combined value of over $2 billion closed, including the sale of some of the most prominent winery estates in California, Oregon and Washington and over 10,000 acres of premium vineyard.

Before establishing IWA in 1990 Robert was Vice President of Christian Brothers in California. He also held U.S. and international positions with Seagram in New York and with Louis Eschenauer (subsidiary of U.K’s Lonrho) in Bordeaux when the company owned Chateau Rauzan Segla, Château Smith-Haut-Lafitte and Chateau Olivier, among other Bordeaux estates.

Robert was educated in England at Millfield and studied oenology at the University of Bordeaux. Robert is an active industry commentator at U.S. and international conferences and speaks fluent French.


Q

What is the most significant trend our audience should be prepared for 2022 when it comes to M&A?


"We have seen an unprecedented surge in wine industry M&A activity in the last few years; this trend is likely to continue into 2022, for the next 12 to 18 months, or for as long as interest rates remain low; we will see some significant transactions take place as sellers recognize that now is a good time to sell & buyers take advantage of the low cost of money & the opportunity to make some important acquisitions."

Q

What is one impact from the pandemic the wine industry is still dealing with and why?


"One of the key impacts of the pandemic has been on the negative effect hospitality industry. Another imact is the current shortage of labor across all industries."

Q

For you, what was the most surprising or unexpected trend of 2021 and why?


"Some well-established wineries have experienced unprecedented increase in their DTC sales."

Q

What is the one thing you hope attendees learn/take away from this session?


"That wine consumption in the USA will continue to increase as more Americans discover the true joy that wine can bring to our lives."

Speaker

Rosa Noble

Hospitality & DTC Manager / Judd's Hill Winery & MicroCrush Session: Exceeding the Expectations of Digital Natives

Rosa has had over a dozen years' experience in the Napa hospitality industry both in restaurants and wineries. Her experiences have given her skills to track business metrics to forecast and plan for the future, created a network of community and industry leaders, as well as driven her to obtain her WSET Level 1 certification. In her current role as DTC & Hospitality Manager at Judd's Hill, Rosa oversees the DTC team, events, inventory, marketing, and more. Rosa constantly tries to find creative solutions for driving visitation and sales both in person and virtually for Judd's Hill. In her spare time, Rosa is a Certified Stott Pilates instructor at The Pilates Reserve in Yountville, CA.


Q

How would you, in your own words, describe a ‘digital native’, for those not familiar with the word?


"A digital native is someone that has grown up with digital technology and is very comfortable with it in daily life."

Q

What characteristics define the tech savvy, digital-native customer?


"They not only like to find the newest tech , they like to understand it and share it. There is also an instant gratification."

Q

How will these consumers influence consumer behavior in coming years?


"I think consumers will continue to appreciate and work with companies that offer the ease of technology, driving companies to adapt and shift the way they do business."

Q

What is the one thing you hope attendees learn/take away from this session?


"Hospitality and sales are always about giving the customer what they want. Adapting to new ways of doing business will make you more apealing to consumers. It will also bring the convenience of technology to your staff."

Speaker

Ed Rice

Managing Director / Affinity Creative Group Session: Exploring the Impact of Omnichannel Marketing on Building Brand Connections

Ed Rice is the Executive Director at Affinity Creative Group, Mare Island, CA. With over two decades in agency management, Ed has extensive experience in account supervision, brand strategy, identity, design, and client development. From Wharton undergrad to U.S. Naval Officer, to Lucas' THX technology marketer, to Landor Associates Managing Director and more, Ed has enjoyed a great ride. Ed says his current time at Affinity Creative Group is particularly gratifying, as the agency and its multi-discipline team members offer clients the best of all worlds—experience, talent, and passionate, entrepreneurial drive.


Speaker

Cassiopeia Roberson-Mull

Assistant Winemaker / Llano Estacado Session: The Sweet Smell of Success: A Breakthrough in Aroma Retention in Winemaking

Cassi is a U.S. Army veteran. In 2009 she retired and moved to Lubbock,Texas from Germany and worked as a paramedic and trauma surgical technician. In 2014 Cassi decided to go back to college at Texas Tech University to obtain a Master’s degree in Analytical Chemistry. She was recruited into the Plant and Soil Science Program where she then decided to complete a dual study program within both colleges. While working nights at a custom crush facility in the High Plains, Cassi graduated with a Master’s in Analytical Chemistry and a Bachelor’s degree in Plant and Soil Science.

In 2018 Cassi started her career with Llano Estacado as the Laboratory Manager after working in the Texas wine industry. After three years and four harvests of helping lead the Llano winemaking team, Cassi was promoted to Assistant Winemaker where her talents in chemistry and artistry will be further honed.

Cassi is extremely passionate about the Texas wine industry, and about exploring the best expressed varietals for the Texas High Plains. While searching for the best Texas varietals, Cassi enjoys exploring unique and hard-to-find wines from all over the world.


Q

What are common, positive compounds that are lost during fermentation? How/why do these compounds escape?


"I agree with Jason and it also my understanding that several of the known volatile esters responsible for the fruity and floral aromas we enjoy are lost during primary fermentation, primarily from the "stripping" effect of the CO2 that is being produced during the yeast-glucose metabolic phase, and not having a way to recoup that "stripping" effect. Mainly because the tanks/fermenters have to off-gas as to not explode, which nobody wants to deal with."

Q

How can AromaLoc preserve aroma compounds without condensing, or otherwise interfering, with the fermentation process?


"As I mentioned before all of our fermentation tanks are typically left unlatched and have a vent apparatus to allow off-gassing in order to prevent tanks from bursting or blowing lids. The Aromaloc fastens itself to the lid vent or tank vent, and then you actually lock down the lid…which at first seems very suspicious and counterintuitive, but then you turn the machine on and it regulates the pressures created in the tank releasing the unwanted CO2 as would normally occur and keeping the volatile esters in tank where they are absorbed back into the liquid matrix of the fermentation to remain as part of the finished wine."

Q

Is there a distinct difference in aroma, flavor, and texture of a wine that did not release these compounds? If so, how would you describe the difference?


"When compared to the controls (Sauvignon Blanc and Rose) there is a significant difference in flavors and aromas, to me the most prominent flavors/aromatics that were noticeable were those of tropical fruits, fresh stone fruits, and perfumed flowers."

Q

What is the one thing you hope attendees learn/take away from this session?


"This device works, it is easy to install, doesn’t require any special equipment for installation or maintaining, stands up to cellar work and frankly ups the winemaking game. While we did not encounter any issues really at all, the one we did have was very easy to navigate through with the technical support engineers at Aromaloc. I strongly recommended that winemakers give this a try, especially if you work with very aromatic varieties and want to preserve as much of those aromas and flavors in your finished wines."

Speaker

Christy Serrato

CEO & Founder / Pair Anything Session: Mobile E-Commerce - The New Must Have in DTC

Christy Serrato is an award-winning Innovator and the CEO & Founder of Davis-based winetech company, Pair Anything, Inc., that is pioneering food enjoyment through wine personalization. With the PairAnything App, wineries gain a mobile-first Direct-to-Consumer channel to engage consumers with pairing recommendations and e-commerce. It won the 2019 UC Davis Business Competition for Food & Agriculture Innovation.

Ms. Serrato brings her leadership in digital transformation to the world of wine to bridge the divide with emerging and overlooked consumers. She has been recognized for product innovations and holds an international patent. Christy graduated from UC Davis with a B.A. in Economics. She is the driving force for startup ventures as the Director of the nonprofit Sacramento Entrepreneurship Academy, of which she is a Founding Fellow.


Q

In your experience, what are some of the most significant changes to winery mobile eCommerce within the last 5 years?


"Future of DTC trends mobile commerce. Yet, an alarming 84% of users have experienced difficulty completing a mobile transaction."

Q

Do mobile DTC strategies need to be altered for different consumer demographics? If so, provide an example of how.


"Wineries adopting mobile DTC strategies, need to think about personalized marketing — through machine learning. With a mobile DTC channel, wineries can connect directly with customers outside the tasting room and improve brand loyalty. They can also collect valuable firsthand customer information as well as their transactional behaviors. Using data-driven personalization in the DTC marketing strategy, wineries can create desirable mobile consumer experiences and differentiate themselves."

Q

What is the one thing you hope attendees learn/take away from this session?


"Check if their online website is optimized for mobile viewing and try out the mobile shopping experience. That’s a great place to start in developing their mobile DTC strategy. "

Speaker

Tom Shapland

Co-Founder & CEO / Tule Technologies Session: AI and Automation in Vineyards

Tom is the CEO and founder of Tule (pronounced "too-lee"). Tule helps hundreds of growers make irrigation decisions across California. With their new A.I. product, Tule Vision, growers take pictures of their vines and get the midday leaf water potential. With their sensor product, Tule provides growers with crop water use measurements, water stress measurements, applied irrigation measurements, and irrigation recommendations. In his free time, Tom enjoys reminiscing on his time schooling Kelly Graves, CEO of Santa Rosa-based winery automation company Vinwizard, in one on one drills during lacrosse practice at UC Davis. Tom has a Bachelor of Science degree in Viticulture and Enology and a Doctorate in Horticulture and Agronomy, both from UC Davis.


Q

In your opinion, what is the top driving factor to include more technology in the vineyard?


"Labor uncertainty."

Q

How can vineyard managers start to incorporate technology into their vineyard without breaking the bank?


"I'm not a vineyard manager, but I know that I cannot afford to eschew technology and expect my business to survive."

Q

What is your vision for the future of technology in the vineyard?


"Vineyard managers and winemakers will direct their most valuable resource, their attention, to only the unusual and difficult problems. Intelligent computer systems will handle the routine tasks, such as scouting for leafhoppers and irrigating the production-tier Chardonnay."

Q

What is the one thing you hope attendees learn/take away from this session?


"There are not many farmers left to tried to keep farming without a tractor. There won't be many farmers left who try to farm without using artificial intelligence products."

Speaker

Meghan Siemers

Sustainability Manager / Gundlach Bundschu Session: Regenerative Viticulture - Farming for our Future

Midwestern grown, and Southeastern educated, Meghan joined Bundschu Company in 2020 for a fresh perspective on sustainability and farming. After graduating with her Masters in Global Sustainability and Climate Change, Meghan promptly shipped out West to support Bundschu Company’s agricultural endeavors amid shifting industry trends due to environmental concerns. Since then, Meghan has focused on positioning our vineyards and winery for further long-term success and resiliency through principles of regenerative agriculture and sustainable technologies. Animal-obsessed and nature-driven, you'll likely find Meghan out in the vines with a furry friend or two.


Q

In your own words, how do you define regenerative agriculture?


"In the most simplistic terms, regenerative agriculture is a holistic approach to farming and land stewardship that leaves the ecosystem and its constituents better off than when you found it."

Q

In your opinion, how does regenerative agriculture differ from organic or biodynamic farming practices?


"Regenerative agriculture recognizes that natural systems are currently impacted and it aims to not just maintain or further degrade your systems, but takes a step further to restore your system to improved productivity, often times by introducing animals and by also farming to sequester carbon from the atmosphere. Organic, like regenerative and biodynamic, prohibits the use of synthetically derived chemicals and additives, but really only serves as a limited farmer’s toolbox of approved and disapproved practices. While biodynamic has the spiritual-ethical-ecological approach of working with a special biodynamic calendar and in harmony with lunar cycles, it focuses much of its attention within the vineyard, whereas regenerative takes a more science-based approach and is focused not only on your vineyard, but the habitats, people & animals that comprise it."

Q

What are some of the challenges in transitioning from conventional to regenerative farming?


"One of the biggest challenges is getting creative with your "farmers toolbox". You obviously cannot turn to quick-fix, or bandaid solutions if a problem arises in the vineyard, and you really need to know and learn how your land operates at its core— between the different soils, native habitats, pests (invasive and beneficial), and how all of these different components interact in order to work with it harmoniously and to your advantage."

Q

What is the one thing you hope attendees learn/take away from this session?


"Regenerative agriculture is an excellent pathway to confronting the climate crisis and the amount of carbon in our atmosphere. "

Speaker

Ben Slaughter

Managing Director & Agriculture Valuation Leader / Valuation & Advisory Services Session: Mergers & Aquisitions: Future Trends in the US Wine Industry

Mr. Benjamin "Ben" Slaughter, ARA is the leader of the new agriculture specialty practice group within Colliers International Valuation & Advisory Services which currently includes 10 team members. Ben brings over 20 years of independent fee valuation work exclusively with rural and agricultural properties for all major lenders, institutional investors, government agencies, private landowners, attorneys, and accountants. He has spent a significant portion of his career efforts specifically in the wine space and is regularly involved in the valuation of wine properties in all California growing regions, plus Oregon, Washington, and a few select projects in other parts of the US. Ben has written and instructed several short courses on these topics and owns and operates his own almond orchard in central California.


Speaker

Clark Smith

Winemaker & Consultant / WineSmith Session: 2020 Studies on Accentuated Cut Edge Technology

Clark Smith is author of Postmodern Winemaking, winemaker for his own WineSmith and consultant for hundreds of wineries. He has developed a series of wine technologies that have revolutionized winemaking throughout the world. His popular "Fundamentals of Wine Chemistry" crash course has received rave reviews from 4,500 winemaking professionals since 1984. He was named Innovator of The Year at the I+Q Conference in 2016 and listed among the 48 Most Influential People in the Wine Industry, by Wine Business Monthly, in 2018.


Q

How would you explain the difference between rapid flavor extraction and conventional flavor extraction?


"Conventional flavor and color extraction from skins occurs almost entirely through the pectin layer, which is slow. By chopping the skin into several fragments, DTMA increases the perimeter of the cut edges through which rapid color and flavor extraction can occur. This changes the way tannin-pigment complexes form, yielding shorter, softer polymeric pigments that form into finer, more aromatically integrative colloids. Depending on the starting material and the intended style, these effects may or may not be desireable, and sometime a blend of treated and untreated wines gives the best result."

Q

Can you explain what your trials explore in terms of tannin polymerization? What can guests look forward to tasting during your session, in terms of the different textures produced?


"In general, DTMA trials have deeper color and greater tannin structure and density. Because they have greater reductive strength, treated wines have a flatter aging trajectory and tend to be aromatically closed in youth, control samples tending to be more open and drinkable early on."

Q

What is the one thing you hope attendees learn/take away from this session?


"Of all the strategies for acceleration of extraction, DTMA offers the most economical and effective alternative for both reds and whites."

Speaker

David Sommer

CTO / BarrelWise Session: Variance in fSO2 Across Barrels and the Quality Impact of Precision-Dosing

BASc. and MASc. Mechanical Engineering from the University of Waterloo, David is currently pursuing his PhD at the University of British Columbia where his research is focused on optical diagnostics and energy systems. He has worked as a sales engineer for Toshiba, a space systems engineer for the Canadian Space Agency, and a consultant for RDH Building Engineering. David's focus at BarrelWise is to direct product development and manufacturing, and to ensure the technology portfolio is aligned with the needs of the current and future customers.


Speaker

Cynthia Sterling

Creative Director / Affinity Creative Group Session: Exploring the Impact of Omnichannel Marketing on Building Brand Connections

Cynthia Sterling is the Creative Director for the brand design team at Affinity Creative Group, Mare Island, CA. Using her 25+ years of design experience in the wine and spirits arena, Cynthia works closely with clients to clarify their brand vision, articulate brand personality, and establish core brand attributes. Before joining forces with Affinity in 2019, Cynthia was Founder and Creative Director of Sterling Creativeworks, a strategy, branding, and packaging design agency dedicated to building outstanding premium wine, spirits, and food branding solutions. Cynthia adds creative expertise to Affinity with significant category experience, clever insight, and a deep understanding of the power of creativity to influence consumer behavior in both on-premise and retail venues.


Q

How would you, in your own words, describe omnichannel, for those not familiar with the word?


"Creating a seamless, cohesive and robust brand experience across multiple channels, such as social media, packaging, web experiences, etc. The messaging and visual expression across all channels is both consistent and relevant in order to build a brand relationship with consumers."

Q

What are examples of the "omnichannels" wineries are engaging in?


"Drizly, Instagram, in-store advertising, QR codes on packages."

Q

How do wineries typically struggle with brand authenticity?


"Wineries often focus on telling consumers about their winemaking process or vineyards. While winemaking and sourcing are important credibility drivers, people want an emotional connection to your brand. Instead of "trying to be authentic," look for the real stories behind your brand, especially the human stories and unusual ways you do things and why."

Q

What is your top tip to get over that struggle?


"Ask yourself, what would it mean for "you to do you" vs. watching what others are doing and doing the same?"

Q

What is the one thing you hope attendees learn/take away from this session?


"Think holistically about your brand, and consider how it's expressed across all channels to ensure you're building a seamless, rich and relevant experience for consumers."

Speaker

Dale Stratton

President / Wine Market Council Session: State of the North Coast Wine Industry

Dale Stratton brings over 35 years of experience in the Beverage Alcohol Industry to his role as an independent consultant. Dale recently retired from Constellation Brands where he was the Vice President, Commercial Insights working across their Beer, Wine, and Spirits divisions. While at Constellation Brands he oversaw consumer and shopper insights, consumer affairs, business analytics, market research, category management initiatives and the wine sensory program. Dale’s extensive work linking consumer and shopper insights and market analysis with business objectives and strategies, enable him to translate insights into action.

Dale is currently involved in projects with Azur Associates, Emetry, Wine Market Council, and Wine & Spirits Wholesalers of America’s SipSource Report.

Prior to joining Constellation Brands in 2006, Dale spent 22 years working at E&J Gallo where he began his career. During his tenure, he covered a wide range of responsibilities that included distributor management, account management, strategic insights and Lean Six Sigma. Dale has a bachelor’s degree in Journalism with a concentration in Public Relations from Colorado State University and an Executive MBA from Tuck School of Business at Dartmouth College.


Q

When it comes to market data and consumer sales, were there any unexpected trends in 2021? If so, what is the most significant trend you saw that you think our audience should be aware of?


"Spirits are outpacing Wine and Beer by a significant margin in growth. This is especially true in the on-premise as operators reopen after the pandemic."

Q

Looking toward 2022, what is one significant trend our audience should be prepared for in the coming year?


"The shift in sales across channels, DTC, e-commerce, off/on-premise, will continue to be in flux but have changed for the long term."

Q

What is the one thing you hope attendees learn/take away from this session?


"Growth in the wine category is going to be more difficult going forward and we, as an industry, need to address how we are going to overcome current and future challenges."

Speaker

Caterina Tucci

Executive MBA / ESADE Session: Join the Bulk Wine Revolution

Caterina holds a Degree in Agronomy. She has worked in Haiti and Santo Domingo before joining the wine world. Within the wine sector, she has carried out her work in diverse wineries in Italy and Spain performing duties both in oenological production and in export. In 2010, she joined the WBWE team as head of the Italian and Australian markets; and after more than 12 years devoted to the fair, she is currently the WBWE’s Project Manager. She is an executive MBA at ESADE.


Q

Bulk wine is not a new business, but are there any modern benefits wine businesses should consider that are not already engaged in the business of bulk wine?


"No doubt, bulk wine has been made since wine existed, i.e. wine in bulk is the first step in the wine business. Every bottled wine has formerly been bulk wine.

For those who haven’t yet discovered the possibilities provided by globalization, selling bulk wine offers producers the opportunity to capitalize their business —both a percentage of it and globally— by lowering expenses and, simultaneously, reducing carbon footprint. As we look to the future, with regards to wine bottling and packaging at destination, there are only benefits.

If you are a wine purchaser, the WBWE is your trade fair. You will get the opportunity to taste the latest harvests from across the world in just two days; you will be able to choose between high-quality wines made from dozens of diverse grape varieties from over 20 different countries.

The WBWE has always encouraged a sustainable and cost-efficient business model. Packaging at destination has turned into a new business opportunity adjusted to new times and to new possibilities. The world is changing and the wine industry cannot be less."

Q

Are there any new or emerging trends in the bulk wine market? If so, which is one of the most significant trends you think our audience should be aware of?


"At the WBWE, we can find a vast display of quality wines elaborated from across the world. The wineries’ professionalism and also their excellence enable the final consumer to enjoy fine wines with a good quality-price ratio.

Emerging countries from Eastern Europe, Argentina, Chile, French regions, Spain and Italy have taken advantage of the numerous possibilities of working in this market.

The WBWE has always been interested in showing the new trends for the market’s future; therefore the new packaging methods have always been part of our forum for debate. Design, alternative packages and bulk wine all go hand in hand, providing infinite creative possibilities. Canned wines are both helping to introduce the wine culture to a different age range and to opening new market niches worldwide. At the WBWE’s conference, we have Robert Williams and Dennis Doorakkers, the two most informed international gurus on this topic.

However, canned wine will not be the sole key aspect, as wine on tap and bag-in-box wine will also have a key role at the fair. The increase in consumption in households during the pandemic has triggered the purchase of bag-in-box wine for convenient domestic use.

The market has to adapt itself to a creative, convenient and sustainable environment; this situation alongside the quality of bulk wines leads to a perfect interaction... the #bulkwinerevolution."

Q

What is the one thing you hope attendees take away from this session?


"We find ourselves in a post-pandemic situation, climate change is having a major impact on harvests and the wine industry is rapidly changing. The market has to adapt itself to these new circumstances. This crisis has proven to us the ever-changing wine reality and the importance of new technologies; however, it has also proven that face-to-face trade is irreplaceable. We are aware of the sector’s difficulties, but also of its needs. Hence, we are the first face-to-face International Wine Fair taking place this year in the West.

Wineries have to adapt themselves to these new circumstances and must seize these new opportunities, the fluctuations and the new market positioning. Additionally, wineries also have to be extremely attentive and come to the WBWE21 truly prepared since competitiveness will be very high this year.

We have to think about the final consumer as currently the "passive" consumer no longer exists. Nowadays, consumers need to know all the stages of the supply chain of the goods they buy; with regards to wine, this means knowing the process from the production to its distribution. Consumers value the wine industry's adaptation to an environmentally-friendly and sustainable world."

Speaker

Bertus van Zyl

Winemaker / Tank Garage Winery Session: Cool Tools for Crafting Cleaner White and Rosé Wines

Bertus is the Head Winemaker for Farm Collective Napa Valley where he oversees the winemaking for Tank Garage Winery and James Cole Winery. Bertus grew up in Cape Town, South Africa. He graduated from Stellenbosch University in 2008 with a degree in Viticulture and Enology. He loves the ability to explore the lesser appreciated regions and varieties that California offers for the Tank Garage Winery wines. Bertus works with over 30 different varieties from vineyards spread all across California, while also focusing on classic expressions of Napa Valley Cabernet Sauvignon, at James Cole Winery.


Speaker

Jennifer Warrington

The Glue / WISE Academy Session: Exceeding the Expectations of Digital Natives

Jennifer is an industry professional with 20+ years of experience, including 11 years with WISE. She began her career in the wine industry working for Lesley Berglund (Co-Founder & Chairman of WISE) at Ambrosia Wine Catalogue/The Winetasting Network, shortly after completing her BA in English Literature. In her role as The Glue, Jennifer oversees WISE Operations which includes spearheading the WISE Mystery Shopping Program (now over 5,000 shops); oversees content development; coaching; account management of WISE wineries; oversees marketing programs; moderates WISE Cabinets; coordinates, schedules, and communicates with coaches, attendees and winery partners for a robust class schedule of 30+ courses and onsite training programs throughout California, Oregon, Washington, New York and more.

In Jennifer’s free time, she can be found with her nose buried in her Kindle or puttering in her yard. She also loves to travel, spending time with her family and friends across the globe.


Q

How would you, in your own words, describe a ‘digital native’, for those not familiar with the word?


"Comfortable with using all kinds of technology, eager to learn and master."

Q

What characteristics define the tech savvy, digital-native customer?


"Curious, impatient."

Q

How will these consumers influence consumer behavior in coming years?


"The leading edge will become more common place - they're the ones doing the testing and helping businesses make decisions on what makes sense for their customers... and bring the rest of the customers along (not all, but a lot)."

Q

What is the one thing you hope attendees learn/take away from this session?


"There are many ways to market to all types of customers - what makes the most sense for each winery's brand? For their target market? And what's holding them back from incorporating more ways to communicate with customers? We are ever-changing, so businesses need to keep up with it."

Speaker

Elizabeth Whitlow

Executive Director / Regenerative Organic Alliance Session: Regenerative Viticulture - Farming for our Future

Elizabeth Whitlow's role as the Executive Director of the Regenerative Organic Alliance (ROA) is the culmination of over 20 years working for systemic change in agriculture systems. Whitlow began her career as an advocate for shade-grown, fair-trade, and organic coffee growers in Central America. Since then, she has worked across the spectrum of elevated certifications, both in farming and ranching. She is now leading the charge for regenerative organic agriculture, managing the holistic and high-bar Regenerative Organic Certified™ (ROC™) standard. The ROC is the North Star of certifications, building upon the USDA Organic label through the pillars of soil health, animal welfare, and social fairness. She resides in Sonoma County, California tending to her micro-farm and an array of animals, promoting community-driven, local food systems.


Q

In your own words, how do you define regenerative agriculture?


"Regenerative agriculture is a holistic approach to land management that incorporates age old practices such as incorporating animals, minimizing soil disturbance, leaving vegetative cover to protect the soil, increasing biodiversity, and implementing proactive crop rotations. If you consider 'regenerate' as a concept, it is a virtuous cycle that doesn't extract from the earth but rather regenerates."

Q

In your opinion, how does regenerative agriculture differ from organic or biodynamic farming practices?


"Regen ag in a conventional sense does not prohibit the use of chemicals or GMOs, this is why it is critical from ROA's perspective that the two concepts are linked. Regenerative must include organic!"

Q

What are some of the challenges in transitioning from conventional to regenerative farming?


"A lot of unknowns for farmers embracing these new methods. Farmers operate at very narrow margins with so many unknowns. We need more research to help implement regen methods. We need policy changes that reward farming practices that build healthy riparian areas, increase soil organic matter/carbon sequestrations, and increase biodiversity. We need true cost accounting to capture how extractive ag policies are externalized."

Q

What is the one thing you hope attendees learn/take away from this session?


"The promise and hope of regen organic!"

Speaker

Chris Whitney

Chief Digital Officer / Monarch Tractors Session: AI and Automation in Vineyards

Chris Whitney serves as Chief Digital Officer for Monarch Tractor, the world's first fully electric, driver-optional, smart tractor. Chris has been on the cutting edge of automation in Silicon Valley, Singapore, and his native England for over 30 years. He has played key technical roles at British Telecom, HP, and other leading companies. He earned his Bachelor's degree in Computer Science from Teesside University and a Masters in Information Systems Engineering from the London South Bank University.


Speaker

Justin Witt

Creative Director / Affinity Creative Group Session: Exploring the Impact of Omnichannel Marketing on Building Brand Connections

Justin Witt is the Creative Director for the digital team at Affinity Creative Group, Mare Island, CA. Justin has spent his career designing and developing brand-centric, strategic, and engaging digital media for clients across California’s Wine Country. With a passion for connecting brands with their audiences at the emotional level, Justin enjoys inspiring the imagination of clients and their consumers through beautiful design and impactful marketing strategies and experiences.



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