Showing posts with label USBevX. Show all posts
Showing posts with label USBevX. Show all posts

Friday, February 23, 2018

USBevX 2018: #Wine Writers, What Are They Looking For?

Photo Courtesy of  Kathy Lang Wiedermann -Virginia Made
A huge thanks to Jenn Nelson of Wine Antics for live blogging the Wine Writers, What Are They Looking For? session at the 2018 US Wine & Beverage Conference. This two-day conference in Washington D.C. is targeted towards wineries to provide education in the fields of vineyard management, wine-making, and marketing.  The Wine Writers session was one of a few that were very relevant to content providers and fortunately I was able to watch the proceedings live via Jenn's video.  This session was moderated by Eric Guerra, Chief Marketing & Sales Officer Terravant Wine Company, and featured Carlo DeVito Owner Hudson-Chatham Winery  plus three wine writers: Lenn Thompson, Frank Morgan, and Paul Vigna. A stellar cast.  I would strongly encourage interested readers to watch the entire video, but here are my comments on what was discussed and what was omitted. Cheers.

Educate Tasting Room Staff
This dictum should be obvious but even the organizers of USBevX realized it's lacking since they created a session on this very topic. Perhaps, turnover is a contributing factor, but I continue to witness this irritating display of ignorance.  On one extreme, I remember Dezel Quillen's (MyVineSpot) story how he mispronounced Virginia's signature grape Vee-og-ney for a substantial period because that's how a staff member pronounced it during his introduction to the grape. On the lesser extreme I've engaged staff who are unfamiliar with where a vinifera grape originated, a blend composition, or even what grapes are planted in the estate vineyard.  Simply unacceptable. And staff should be honest if they do not know the answer to a question. Do not guess. One tip that Lenn Thompson suggested was not only sending writers technical sheets, but post that information on your website. I would expand that and suggest having technical sheets available at the tasting room. At the very least, it would assist educating the staff and more importantly it can be distributed to wine geeks who ask more probing questions.

Tell a Story
How can wineries differentiate their brand from the hundreds or even thousands of competing options? That question not only was raised during this session, but has been overarching dilemma of the craft wine explosion.  In addition to producing the best wine possible, a common answer is to create compelling stories behind your establishment. Frank Morgan mentioned Old Westminster Winery as an example with their family story and social media engagement.  However, the story doesn't have to revolve solely around the family.  The region's history can be stressed as is the case at The Winery at Bull Run who display Civil War artifacts in their tasting room.  Another option is highlighting a particular grape variety. Hudson-Chatham's story revolves around Baco Noir -- although their Chelois is just as intriguing.  If you produce an Albarino, focus on the grape's Galicia home as well as how your wine differs from those from Riax Baixas - perhaps through annual comparative tastings. Even normally pedestrian grapes such as Pinot Gris can be a focal point. Recently I tasted a rather noteworthy Pinot Gris from Boordy Vineyards. When I mentioned this to Dr. Joe Fiola, his eyes gleamed as he enthusiastically discussed the specific vineyard block that produced that wine. Boordy should share that knowledge - perhaps present samples of dirt in the tasting room and explain how the soil and sunlight affect the wine. Provide us a reason to visit.

Expand Beyond Experienced Content Providers
A valid question was raised during the seminar on how to differentiate between the bloggers, particularly when new content providers seem to be appearing overnight. The panelists gave two equally valid responses. First, look for content providers who have organically written about your area as this demonstrates a degree of excitement towards your location. Paul Vigna's Penn Live is a nice example of an outlet that reports on winery tours in underrepresented locations. At the very least any state or regional winery board worth their salt should have a list of content providers that have written about that area.  The second response was to seek content providers who have large audiences. Now in some instances, these audiences may simply be the result of longevity, but at least the blogger\writer has sustained a passion for covering the wine industry.

However, I would caution about relying solely on these more experienced bloggers. You could easily overlook many talented and engaging content providers with small but growing readership. Being in the longevity camp, it is refreshing to encounter younger and perhaps more enthusiastic content providers who are not just seeking free samples. And in the DMV region there is no shortage of groups that you can contact to locate these individuals. A few Facebook examples are the Young Wino's of DC, Black Wine Lovers, and I have to include the more senior Virginia Wine Mafia.

Finally, the discussion was exclusively focused on print.  Yet there's a large array of media that are covering  craft beverage industries. Wine Antics is one example of live video blogging. There are also podcasters, social media providers, and others outside my realm. Try something different such as Winemaker's Drinking Beer. There are numerous outlets beyond experienced print bloggers.

Tuesday, March 7, 2017

Is the Public Ready for Canned Wine?

During last week's U.S. Wine & Beverage Industry Expo (USBevX), wine packaged in cans was noticeably present at the event's trade show. The benefits of can packaging are significant: lower production and transportation costs, protection from light, and increased consumer flexibility. All reasons which help explain why canned beer is becoming the industry standard in the craft beer world.  But will that standard translate to the wine industry or will it remain somewhat of a gimmick?

It all depends on consumer preferences. On one hand there is evidence that consumers will accept alternative packages and closures. As stated above canned craft beer is a viable option among beer consumers and wine consumers have eagerly accepted the screw-cap closures. According to this Freedonia study, wine consumers are also seeking more flexibility in single serving options and alternative packing.  And the canning industry is adding additional flexibility by developing a resealable can for containers larger than single servings.

But will will this translate into greater market share?  The percentage of  boxed wine in the marketplace is growing, but it's overall volume is still minuscule as compared to bottled wine.  Although I wish them well, I believe canned wine (like box wine) will be hampered by the perception of quality. Or lack thereof. Yes, there are examples of tasty wines within each category - but the overall consumer impression is negative. And that will most likely not change based on the wines I sampled at USBevX.

Starting with the positive, the two rosé wines -- RUZA Lodi Rosé and Underwood Oregon Rosé -- were tasty, although the Underwood seemed somewhat extracted. And the Francis Coppola Winery SOFIA Blanc de Blanc sparkling wine is a very nice option. This 70% Pinot Blanc, 15% Riesling, 15% Muscat blend receives it's carbonation using the Charmat tank fermentation method.  Plus a straw is included so the ladies won't lose any lipstick.

That being said, when possible, please pour canned wine into a glass. Not only will you be better able to appreciate well made wine, you will be in a better position to identify flawed wine. That's exactly what happened while sampling the Backpack Snappy White. From the can it was okay, but pouring into the glass allowed us to identify multiple flaws starting with a pungent aroma that the can had suppressed. Another disappointment was The Infinite Monkey Theorem Red Wine. While I'm a fan of their Colorado made wines, I couldn't get past the light carbonation in this California sourced wine. Is the carbonation necessary?  And the final red wine (that I can't recall it's name) was so flabby and nondescript that we had to liven it with Oak Wise liquid oak. It transformed into a tasteful wine after that.

Thus be careful when choosing your canned wine. Many outlets allow you to purchase in singles so experiment to find the quality offerings. Cheers.