Great Awakeing Leadership Summit July 2004

Great Awakening Leadership Summit

'Great Awakenig Summit' looks at new approach to winemaking and marketing Wednesday, June 23, 2004 Register Staff Writer U. S. wine producers need to start thinking more like New World wine producers and look at what consumers want, and must get themselves away from the Old World "here's what we think you should have" style of thought. Those ideas are among many that will be presented at the "Great Awakening Summit" on July 20 and 21 in Santa Rosa, sponsored by WineVision, a wine industry organization devoted to strategic thinking. David Freed, chairman of UCC Vineyards Group and one of the catalysts in putting WineVision together, said, "It's an attempt to bop people over the head, and get them to start thinking and talking." The summit's subtitle is "American Wine in the 21st Century," and Freed said it's intended to make the wine industry think ahead, but think about the consumer first. He said the meeting is aimed at countering the "New World producers" who have made inroads into the U. S. market by providing wines that are good values and taste good. Although New World producers whose wines are found on American shelves include those from Argentina, Chile and New Zealand, among others, he placed emphasis on Australian wines. "If you look at the last five or six years in the U. S. wine market, other countries, notably the Australians, have done a better job of understanding consumers than we have," he said. "They looked at our palate and designed wine more for what people like to drink, rather than what the experts think (they like to drink). "Their style of wine is described as fruitier, a little sweeter, more fruit forward, to be consumed sooner, rather than being put down for five years," he said, pointing out that the number one demand for grapes today is Johannesburg Riesling, "a sweet, fruity wine." Freed said that another piece of the equation is the price profile. "If the price is over $9.99, you get resistance," he said. "Sitting in the homeland, Napa, we don't see what the people in Cleveland or Omaha are thinking. The Australians fit their products into that profile, toward what the consumer desires." He cited Fred Franzia, Bogle, Blackstone, Beringer and Robert Mondavi as examples of some wineries that have already moved in this direction, offering lower-priced wines. But Freed emphasized that this concept is not for everyone in Napa Valley, that many wineries have their followings and don't need to look at the Australian model. Freed said the influx of Australian wines could be compared to the problems American car manufacturers faced in the '60s and '70s. Smaller cars started appearing on the roads, and it took a few years before Detroit woke up and started producing cars that American drivers wanted. "The wine industry has to do the same," he said. "We've got to get out of the Old World mindset and move our thinking forward." The Great Awakening Summit theme is "The Future Ain't What It Once Was," and the program will include a look at other organizations that have "re-invented" themselves, including Harley Davidson and Whole Foods. Representatives of both organizations will speak. "When you walk into a Harley showroom, they're not telling you about the stroke of the engine, they're selling you an experience," Freed said. "They're selling you something to make your life better. They're focusing on the consumer. "Whole Foods is consumer-oriented. They want the consumer to get involved. They're masters at getting consumers' loyalty." Freed said these two examples tied into the wine industry this way: "When you walk into a tasting room, we shouldn't talk about maceration, or acid or what kind of oak is used. We should give them an experience. Get them involved." Another speaker at the summit will be Sue Cook, of Think Customer, a Santa Barbara consulting firm, whose topic at the summit will be "Consumer First -- What do We Really Mean?" She will present stories of other companies that have had successes similar to Harley Davidson and Whole Foods in changing their approach to consumers. A snapshot of what consumers think of the wine industry will be presented by Dr. Liz Thatch, associate professor in Sonoma State University's Wine Business program, and Freed and Cook will lead a breakout session to discuss consumers' perceptions. A panel moderated by Cook and Rich Cartiere, publisher of Wine Market Report, will look at other successful consumer-oriented companies, with panelists including representatives of Marriott International, Fleming's Prime Steakhouse, and Divas Uncorked. The Great Awakening Summit will be held at the Vineyard Creek Hotel Spa and Conference Center, 170 Railroad St., Santa Rosa. It begins on Tuesday, July 20, with a dinner and presentation by executives from Whole Foods, and continues through the day on Wednesday, July 21. For information about the summit, go to www.winevision.org, or call 255-9222. Registration forms can be obtained online or by contacting the office.