WineVision

WineVision to Facilitate Export Training Education

The globalization task force of WineVision: American Wine in the 21st Century is moving ahead with plans to encourage the development of self-sustaining wine export training programs.

Key to progress in this area is the need to identify individual and wine company 'trainers' who have successful export stories to communicate and then to match them with both educational institutions and trade associations in order to develop pilot programs.

At a recent meeting, the globalization task force set the following objective: Have in place a chain of training programs that support a vintner through the learning curve to the point of successfully export wine. The programs are to be self-sustaining (from a funding and participation viewpoint), connected to learning institutions and marketed through regional trade associations and supported by the industry's infrastructure.

The task force is currently identifying "export visionaries" who would be willing to develop the training program. Interested individuals and companies should contact Joe Rollo of the Wine Institute in San Francisco. A survey also is being conducted to identify specific export needs. WV

Task Force to Examine Strategies to Enhance Quality of U.S. Wine

Leaders of WineVision: American Wine in the 21st Century have been meeting this spring to determine a new direction and approach for the ad hoc group's American Culture task force.

Additionally, WineVision leaders have decided to pursue the process of establishing a new task force that would focus on developing and coordinating industry initiatives to improve quality. The key to such measures will be maintaining the differentiation of local regions.

Participants at an early April meeting in Napa discussed ways to invigorate WineVision's "American Culture"priority, which calls for strategies to give wine a greater role in everyday American life. Jerry Lohr of J. Lohr Winery has agreed to temporarily take on the chairmanship of this task force.

The group's discussions have specifically focused on the need to identify "touch points" between consumers and wine. These are areas where wine producers are able to come into direct contact with consumers, e.g. tasting rooms, festivals, Web sites, wine clubs, etc. Such interfaces are an opportunity for the industry to communicate a uniform, consistent message to consumers about the wine community. The American culture task force may be able to develop a series of "messages" that can be shared with the wine industry at large, creating common consumer communications reinforced by repetition. WineVision participants also agreed that the American culture priority needs to be re-positioned to reiterate the industry's objective of "empowering" consumers to pursue their own tastes and preferences in wine. Eventually, the task force is expected to be renamed to reflect a more consumer-driven force.

A follow-up meeting is planned May 9 in Napa to further discuss the ideas.

As for the new task force, WineVision participants agreed that WineVision could provide an overall framework to both coordinate and assist regions in developing quality initiatives that meet an area's specific needs.

Patrick Gleeson, executive director of the American Vineyard Foundation, agreed - on an interim basis - to begin organizing the new WineVision task force. (Contact: 707.252.6911)

Among other things, the new task force could identify research priorities aimed at enhancing the quality of U.S. wines. WV

UPDATE YOUR CALENDAR FOR 2002!

The annual meeting of WineVision will by held July 10-11, 2002 at the Napa Valley Marriott. Speakers are being lined up to assess the U.S. wine industry's position in world markets and domestic culture and to provide strategic commentary on how to make the industry more competitive. Please let us know if you have speaker suggestions.

Thanks to the efforts of Bill Turrentine, WineVision's keynote speaker for the upcoming conference will be Paul J van der Lee, director of the Australian Wine and Brandy Corporation and one of the principal architects of Australia's Vision 2025-its strategic planning process.

WineVision Helps Fund Wildlife Habitat Enhancement Guidebook

WineVision, as part of its mission to coordinate and provide a framework within which regional wine associations can further their industrywide goals, has provided $5,000 in funding to the California Association of Winegrape Growers to produce a guidebook from its recent "Vineyards and Wildlife Habitat" workshop. Some 130 growers, agency officials, academicians and conservationists attended the one-day meeting, which opened with introductory remarks by Michael Spear, deputy secretary for Land Conservation and Stewardship in the California Resources Agency. Breakout sessions followed on the topics of grassland and vernal pools, oak woodlands, valley floor habitats, and riparian an river habits. Following each panel discussion, audience members brainstormed regarding research needs, barriers to increased cooperation and research, opportunities for improved communication, and collaboration.

WineVision's role has been evolving.

It has debated the question of whether it is responsible for taking action within the task forces, or serving as a "virtual organization" that creates forums and provides coordination of efforts by regional associations. At our WineVision Forum meeting and breakfast gathering of WineVision's steering committee in January, it now seems we seemed to reach a sense of clarity:

WineVision is a platform for industrywide idea generation and strategic focus. Specifically to-

Define industry priorities

Identify gaps in addressing these priorities

Focus conversation and energy around these priorities and gaps

Provide forums for coordinating efforts and messages between industry organizations in regard to these priorities.

The message of WineVision in 2002 is simple-think beyond your own Zipcode. Think and strategize how the wine industry collectively can tackle the challenges it faces in the 21st Century. You are not alone. Think how the "virtual forum" of WineVision can assist and coordinate your efforts and similar efforts around the country. Think how WineVision can get out your message so it's shared with other wine regions. Then-join one of a task force.

For more information on joining WineVision, contact Waunice Orchid at 707.252.9222; email info@winevision.org; write P.O. Box 6230 Napa, Ca., 94581