WineVision is Catalyst for Stronger Industry Connection with Consumers

July 16, 2002 - Napa, CA: Wine consumers, what they value and want, was the focus of the presentations and informal conversation at the WineVision annual meeting on July 10-11 in Napa, California. Wine industry leaders from across the country came together to discuss this common challenge of how to make wine more a part of American culture. And through an industry contest, more than 400 slogans were developed that conveyed the benefits of wine as part of contemporary life.

Four winning messages were selected from the entries received as part of this nationwide contest. "Share the wine; savor the moment" was submitted by Napa Valley tour guide, Nancy Brennan. "Drink your wine; love your life" was the idea of Heidi Darling, formerly of the Joseph W. Ciatti & Co. "Me, You, Wine, Us" touted the relationship enhancing qualities of wine and was submitted by Don Steberl, an amateur winemaker in Williamsburg, Virginia. And, Tracy Sweeney of Napa summed the situation up with her winning theme, "Uncork Life!

These themes are available on the WineVision website, www.winevision.org, and can be used by wine businesses to reach out and touch consumers by connecting to what consumers' value.

Meeting speakers promoted other ideas of ways to connect with consumers. John Gillespie, president of Wine Market Council encouraged the wine industry to consider three ideas: 1) to sell wine in containers that held the equivalent of two glasses of wine - the amount that most Americans drink at one time, 2) give away bottle stoppers with messages about how wine stays fresh for three to five days when re-corked and refrigerated, and 3) use the oversupply of wine to make good cheap wine available at restaurants - an important access point for new consume

David Sloane, the newly named head of the American Vintners Association also confirmed that his group plans to change its name to WineAmerica and will be seeking stronger consumer connections by eventually offering association membership and benefits to people who visit tasting rooms.

Consumer concern about the sustainability of grape growing and wine production was addressed by a joint project between Wine Institute and the California Association of Winegrape Growers. These organizations' have produced a comprehensive code of volunteer farming and business practices that will encourage and promote the sustainability of operations. Karen Ross, president of the California Association of Winegrape Growers and Kari Birdseye, communications director for the Wine Institute presented this informati

Australia's Paul van de Lee, a principal architect of Australia's successful strategic plan, reflected on that country's success in reaching new consumers through "food -- the access point to culture and to wine," according to van de Lee.

Other organization leaders with considerable consumer interface, such as Joel Quigley of Wine Brats and Bonnie Fedchock of the Society for Wine Educators, spoke about some of their creative events and strategies to reach new consumers.

WineVision: American Wine in the 21st Century is an industry-wide strategic effort with a vision to make American wines the pre-eminent supplier to the global marketplace. One of WineVision's key strategies is to make wine an integral part of American Culture. For more information about WineVision, visit www.winevision.org or email admin@winevision.org.

Contact: Waunice Orchid - 707/255-9222