SEMINARS & EVENTS : Friday, February 18, 2022
11:00 a.m. – 12:00 p.m. (All Times are Eastern)
WINERY MARKETING CHECK-UP
SALES & BUSINESS OPERATIONS
PDF Link of Seminar Presentation Slides
Video Presentation Link
Are you worried you may not be doing all you can to help your winery succeed? Or curious whether you are using your marketing resources as effectively as possible? Join Chris Cook who helps wineries through their own marketing check-ups as she teaches you how to make sure you are using your marketing efforts and dollars wisely to produce the best sales results you can for your business. Learn what key items are often overlooked by wineries when pulling together marketing strategies.
CHRIS COOK
PRESIDENT, CEO & FOUNDER, CAPICHE WINE MARKETING & PR AND MAJORING IN WINE
HOW MANY HATS? BALANCING BEING WINEMAKER & OWNER
WINERY OPERATIONS
PDF Link of Seminar Presentation Slides
Juggling all the various duties of being a small business owner is always challenging, but when one of those responsibilities is also making wine in addition to running a business your workday gets pretty complex. Doing everything well takes careful planning and organization so key items don’t fall through the cracks in the winery or at your desk. Learn how to make better decisions on how to divide your time and duties so things run smoothly.
CHIK BRENNEMAN
WINEMAKER & MANAGING PARTNER, BAKER FAMILY WINES
COLUMNIST, WINEMAKER MAGAZINE
KEYS TO A BETTER BUSINESS PLAN
START-UPS
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There are plenty of templates out there for creating a business plan. But the winery business has its own specific needs and specialized considerations to keep in mind when you want to convert your dreams into a potential winery launch. Luckily we have Genevieve Rodgers who helps wineries-in-planning write better business plans that will help your new winery move off the drawing board and more successfully into business.
GENEVIEVE RODGERS
WINERY CONSULTANT, PEMDAS WINERY SOLUTIONS
12:30 p.m. – 1:30 p.m.
DEVELOPING SENSORY SKILLS FOR WINEMAKERS
WINERY OPERATIONS
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Video Presentation Link
One important quality control tool a winery of any size can put into place is to develop sensory skills as winemakers. Learn why your winery should have sensory evaluations of your wines, how to work on your own sensory skills, and how to use the sensory results to make better wine. Learn the ins and outs of building winemaking sensory skills with Anna Katharine Mansfield of Cornell University.
ANNA KATHARINE MANSFIELD
ASSOCIATE PROFESSOR OF ENOLOGY, CORNELL UNIVERSITY
DIRECTOR, CORNELL CRAFT BEVERAGE INSTITUTE AT CORNELL AGRITECH
DEVELOPING A DIRECT-TO-CONSUMER SALES STRATEGIC PLAN
START-UPS
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Video Presentation Link
Direct-To-Consumer (DTC) sales are the lifeblood for small-scale wineries. You get to keep the full margin from your wine sale while establishing a relationship with the end customer drinking your wine. The DTC world accelerated during the pandemic with new tools and capabilities to consider. But where do you start and what might be the best DTC strategies to use out of the gates with your planned winery? Sandra Hess is a winery DTC expert and she’ll help you better understand this critical part to any small winery’s financial success.
SANDRA HESS
FOUNDER, DTC WINE WORKSHOPS CONSULTING AGENCY
BREAKING DOWN TASTING ROOM NUMBERS
SALES & BUSINESS OPERATIONS
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Learn what the key accounting and financial guidelines should be for your tasting room so you can understand your numbers more accurately. You’ll learn from winery-specialist CPA Geni Whitehouse and leave with better ideas of benchmark numbers to keep your winery’s projections more realistic and understand some of key figures and metrics to keep your tasting room performing to its full potential and to be more successful.
GENI WHITEHOUSE
COUNTESS OF COMMUNICATION, BROTEMARKLE, DAVIS & CO LLP WINE INDUSTRY ACCOUNTANTS
2:00 p.m. – 3:00 p.m.
TOP 5 FINANCIAL MISTAKES NEW WINERIES MAKE
START-UPS
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Wineries are a niche business and you need to better understand the particular financial aspects of this specialized industry or you’ll make costly mistakes. From taking advantage of winery-specific tax regulations to sound accounting practices with appropriate cost and revenue line items included, learn some of the keys to standing out your winery business on the right financial foot with Evelyn Cook, a CPA who specializes working with wineries.
EVELYN COOK
PRESIDENT, COOK CPA GROUP
CASE STUDY: HOW DO BRANDS TARGET 6 DIFFERENT WINE CONSUMERS
SALES & BUSINESS OPERATIONS
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You make great wine, but how do you position those bottles to attract your ideal customer and build sales loyalty? Rebecca Ritz who specializes in winery branding design will walk you through this case study showing how wineries have used design and branding to go after six distinct wine consumer types. It is amazing what some tweaks to fonts and colors can do to fundamentally change what your bottle tells a potential customer seeing it on a shelf. .
REBECCA RITZ
OWNER, BAUERHAUS DESIGN
TECHNIQUES FOR OPTIMIZING WINE AROMAS
WINERY OPERATIONS
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Aroma is one of the most important and malleable aspects of a wine’s character, but it often requires careful planning and deliberate action to shape and preserve. From crush pad to bottling, there are actionable strategies and techniques that may be deployed to reveal and safeguard aromatic complexity. Join Finger Lakes professional winemaker Phil Plummer for a discussion of basic aroma chemistry and how it may be leveraged throughout the winemaking process to advance the stylistic goals of your wines.
PHIL PLUMMER
HEAD WINEMAKER, MONTEZUMA WINERY
3:30 p.m. – 4:30 p.m.
5 BIGGEST LEGAL MISTAKES WINERIES MAKE
SALES & BUSINESS OPERATIONS
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Undertaking any entrepreneurial endeavor can be a daunting task. It can get very complicated when doing so in a highly regulated environment, such as the one that governs the manufacture, distribution, and sale of wine. And while every founding team will inevitably make some mistakes, Attorney Jacob Appelsmith, the former Director of the California Department of Alcoholic Beverage Control, will walk you through a legal checklist of steps to ensure your business, whether you are not yet open or already operating, will thrive while maintaining compliance with alcohol regulations.
JACOB APPELSMITH
SENIOR COUNSEL, PILLSBURY WINTHROP SHAW PITTMAN LLP
AVOIDING SMALL-SCALE WINEMAKING PITFALLS
WINERY OPERATIONS
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This presentation is for all winemakers looking to raise the quality of their small-scale fermentations. Whether you are new to commercial winemaking or have plenty of vintages under your belt, Jenne will give you tools for evaluating where you are at in the process and proactively making decisions using the lab analysis skills necessary and within the reach of any small-scale winery.
JENNE BALDWIN-EATON
TECHNICAL INSTRUCTOR OF VITICULTURE AND ENOLOGY, COLORADO MESA UNIVERSITY
WINERY BRANDING 101
START-UPS
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Video Presentation Link
Get ready to be immersed in the world of branding your brewery. Creating a brand behind your wine, defining your brand’s personality, reinforcing the brand through design, telling the brand’s story, and finding your winery’s public voice are all key elements that will attract and keep future customers in addition to all the great wine you’ll be making. Chris Cook works with wineries on branding every day and she’ll share the keys you need to consider before opening your doors.
CHRIS COOK
PRESIDENT, CEO & FOUNDER, CAPICHE WINE MARKETING & PR and MAJORING IN WINE
