The Voice of the Sonoma County Winegrape Commission

Javier Lopez Wins 11th Annual Sonoma County Pruning Contest

Ten Finalists From Five Sonoma Winegrape Regions Competed

By Judy Tuhtan

Javier Lopez of Valdez & Sons Vineyard Management won first place honors recently at the 11th annual Sonoma County Pruning Championships. He expertly pruned five vines, combining speed and best quality work, and collected $1,000 for his winning efforts. Second place honors went to Isaac Moreno of Munselle Vineyards;

third place went to Francisco Toledo of Clendenen Vineyard Management; and fourth place was Alberto Avina of Chateau St. Jean/Fosters Wine Estates Americas.

Last year Javier Lopez came in second place in the champion-ships. Approximately 250 people attended the event to cheer on the competitors at Santa Rosa Junior College Shone Farm.

In the celebrity winemaker/vineyard manager pruning contest, the team from Alexander Valley beat teams from Russian River Valley, Dry Creek Valley, Sonoma Valley and Knights Valley.

“There was a great turnout this year despite the cold, rain-threatening weather,” says Nick Frey, president of the Sonoma County Winegrape Commission. “The quality and speed of the pruning was exceptional and improves every year. It was a great day for both competitors, spectators and sponsors.”

First and second place winners from the recent regional contests advanced to the Sonoma County Championship (see page 15). It was produced by the Sonoma County Winegrape Commission.

In This Issue …President’s Report . . . . . . . . . . . . 2

Symposium Report . . . . . . . . . . . . 3

Up-Close . . . . . . . . . . . . . . . . . . . 5

Conjunctive Labeling . . . . . . . . . 6

Thoughts on SCWC . . . . . . . . . . 9

Marketing Update . . . . . . . . . . . 10

Water Conservation. . . . . . . . . . 11

SCWC Weather Network . . . . . 11

Meetings . . . . . . . . . . . . . . . . . . . 12

Staff Corner . . . . . . . . . . . . . . . . 13

Sonoma Summit . . . . . . . . . . . . 14

Vineyard Adventures . . . . . . . . . 14

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The new Sonoma County Vineyard Adventure at Paradise Ridge Winery

Pruning champ Javier Lopez (left) of Valdez & Sons Vineyard Management with Ulises Valdez

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President’s ReportBy Nick Frey

The Preliminary Grape Crush Report contained some good news for growers. Production was about 5 percent above average; a significant recovery from the poor 2008 crop. Prices were down, but only 2.8 percent. I am sure custom crush tonnage was up significantly from 2,000 tons crushed in 2008 to 5,653 tons in 2009.

Growers who did not have fruit contracted in 2009 had a difficult year and nonrenewal of con-tracts is making 2010 market prospects uncertain for more growers. Crop prospects for 2010 are good given winter rainfall that has refilled reser-

voirs, recharged aquifers and brought soil profiles to field capacity. Now we await the economy to recover and wine sales over $15 per bottle to rebound. I will be follow-ing wine sales figures, import volumes, and bulk wine prices and volumes as leading indicators for grape sales in 2010.

Judy Tuhtan retired at the end of February after nearly 10 years. I will miss her dedi-cation to our growers and vineyard employees and her enthusiasm for her job. We will all miss her baking treats for our IPM meetings, reminding growers of upcoming programs or pruning contests, and promoting the Employee Development Program to vineyard employees. It was hard to say no to Judy!

We are in the process of hiring a Grower Programs Manager for both technical and business programs offered by the Commission.

Ginger Baker will continue working with wineries and sponsors. Outreach to wineries to promote Sonoma County grapes and growers are top priorities for 2010.

In addition, we are working with Sonoma County Vintners to develop a community outreach program to increase understanding of the importance of the wine industry to our local economy and to maintaining family farms in our county. Grower commitments to sustainable farming and to preserving our natural resources while remaining economically viable deserve broader community support.

The Commission was created to better market Sonoma County grapes and wines and to serve the interests of growers through education and through representation of grower interests on issues impacting your business. Our strategy, while only recently articulated by the Board, has not waivered. Programs are designed to build the Sonoma County brand, to increase the value of Sonoma County grapes, and to better educate the community about the importance of grape growing to all of us.

This strategy will only be achieved through the dedicated efforts of growers like you. We want you to participate in our programs, e.g. IPM, Organic Producer Group, Smart Marketer, etc, and we want you to be involved on our committees or on the Commission Board. If you would like to run for the Commission Board, information on nomination forms is in this newsletter.

The accomplishments of the Commission are due to the dedicated work of your com-missioners, alternates and committee members. They take time from their business

Vine Times:The Voice of the Sonoma

County Winegrape Commission

Editor: Larry Levine

Commissioners:John Balletto (Chairman)

Steve Sangiacomo (Vice Chairman)Richard Mounts (Secretary)Duff Bevill (past Chairman)

Kevin Barr Joe Dutton

Mark Houser Jim MurphyPete Opatz

Mike RowanRhonda Smith

Alternates:Chris Bowen

Tim CarlJoan Griffin

Charles KarrenVicki Michalczyk

Bill Munselle Mark PasternakBrad PetersenAvtar SandhuSteve Thomas

President:Nick Frey

707-522-5861

Vice President Marketing& Communications:

Larry Levine707-522-5863

Operations Manager:Ginger Baker, 707-522-5864

Grower Programs Manager:707-522-5862

www. SonomaWineGrape.org707-522-5860

Layout by Firefly Creative Company

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to work for all growers in Sonoma County. They insure that the programs we develop serve the interests of grape growers. My thanks to all of those who serve.

And thanks also to our staff that are dedicated to serving all growers. Let us know how we can better serve your needs.

Report from the Unified Wine and Grape Symposium

By Nick Frey

The Commission had a booth in the tradeshow after being on the waiting list for three years. It was great seeing many Sonoma County growers at our booth #2606 on the 3rd floor. We also made contact with a number of wineries and were able to demonstrate the online Grape Marketplace to them. Many were from outside Sonoma County – some in CA and others from across the nation.

The markets for grapes and bulk wine are not confined to Sonoma and Napa Counties today, and the internet allows buyers to search for our fruit and bulk wine from anywhere in the country. If you have not listed your bulk wine on the Grape Marketplace, do so now! Go to SonomaWineGrape.org/marketplace. Advertisements in national industry magazines are promoting the site to prospective buyers.

Symposium sessions featured the launch of the Certified California Sustainable Winegrowing Program, viticulture research updates, globalization of the wine industry, marketing to today’s consumer, and the state of the California industry.

Third Party California Sustainable Winegrowing Certification

Wine Institute and California Association of Winegrape Growers (CAWG) launched the voluntary California Sustainable Winegrowing certification program earlier in January. Participa-tion in the program to date has been outstanding with 68 percent of California winegrape production and 62 percent of wine production participating in self assessments. Sonoma County has been a stellar supporter of the program.

Retailers, e.g. WalMart, have been asking for 3rd party certifica-tion. Certification will cost growers money and we need to seek ways to minimize the costs for our many small growers. I am sure some wineries will be requiring certification in order for them to supply wines to retailers who are demanding 3rd party certifica-tion. Retailers are not expecting to pay more for those wines and assume there will be cost savings with the adoption of sustainable practices. Growers need to seek cost savings (including higher yields) when discussing certification with their winery customers.

The challenge is for growers and wineries to work together to reduce costs of production and to produce grapes for the Certified CA Sustainable Winegrowing Program. Certification may provide market access and brand loyalty, but not a price premium. California is a leader in sustainable grape production and we need to maintain that position.

Viticulture Update

Viticulture researchers provided updates on their work. Monica Cooper, Napa County UCCE Viticulture Advisor, reported mealybugs can pick up leaf roll virus within one hour of feeding and can transmit the disease for four days. All mealybugs are likely able to transmit leafroll virus. John Roncoroni, UCCE weed specialist, reported on herbicide resistant weeds. Hairy Fleabane is resistant to glyphosate and parquat.

In Australia, Rigid Ryegrass is resistant to seven herbicide chemi-cal classes. It is not in Sonoma County yet! Horseweed or Mare’s Tail in the Central Valley is resistant to glyphosate. Roncoroni recommended that growers rotate herbicides to prevent resis-tance. Non-chemical weed control is an expensive alternative to herbicide, i.e. cultivating three times at $116 per vineyard acre; flaming two times or more, $108+, and hoeing, $341 per acre, compared to $60-76 per acre for herbicides.

Nancy Irelan provided an update on the encouraging research results for Pierce’s Disease resistance. That research has been funded in part by grower contributions to PD/GWSS research.

Globalization of Wine Industry

Speakers on globalization of the wine industry and the current markets for wine in the U.S. painted a worrisome picture.

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Sonoma County wines featured at Binny’s in Chicago

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Clearly Sonoma County is not insulated from the global wine market or the economy. Competition will continue to increase and a recovery in the economy is needed before Sonoma County regains the market volume lost last year. This is why sustaining marketing programs with the Sonoma County Vintners, Sonoma County Tourism Bureau and our AVAs are so important today.

Grower BBQ & Tradeshow —

SAVE THE DATEBy Ginger Baker

Please join us for the Annual Grower BBQ and Tradeshow on Friday, June 4, 2010, at the SRJC Shone Farm, Dutton Pavilion in Forestville. The Grower BBQ is open to all who are involved or interested in the wine community. Register online at www.sonomawinegrape.org in April. For tradeshow or other questions, call Ginger at 707-522-5864.

We look forward to seeing you all at the Grower BBQ & Tradeshow in June!

Commission Election in July 2010 —

By Nick Frey

Growers will have the opportunity to vote to continue the Commission this July. This renewal vote is required every five years. All business entities selling more than 25 tons of grapes in 2009 are eligible to vote. Details will be sent to you as we get closer to July. In the meantime, if you have any questions please call me at 707-522-5861.

Imports grew to 32.5 percent of the U.S. wine market in 2009 due to the import of 25 million cases of bulk wine. This is a huge increase and more than offset losses of import sales by European bottled wines. Cheap imports coupled with a loss of 25 percent of net wealth by U.S. households and high-end restaurant sales declines of 20 percent are impacting wine sales. Sales over $15 per bottle are down 10 percent and those over $30 per bottle are off 15 percent.

Stephen Rannekleiv, RaboBank, said, “There is a risk the ‘premiumization trend’ for wine will not return.” Jon Moramarco, BW 166 LLC, warned that California wineries/growers have to change to compete in this global market. Major producers have globalized supply options. They are not tied to a single region, e.g. Sonoma County, for their grapes. Moramarco emphasized regions must differentiate their products so they are not fungible (interchangeable) with those from other regions.

Bill Turrentine, Turrentine Brokerage, warned that the focus on varietal wines risks commoditization of grapes. Regions around the world have increased flavor and quality of wines and lowered costs. Turrentine predicted the trend to premiumization will likely have a slow recovery. Tying wine to the increasing interest in good food is important and California has great growing regions to promote. However, California regions (AVAs) lack a history of cooperation in order to increase wine sales. Long-term success will require excellent marketing, constantly improved quality while controlling costs, and strategic planning around the supply cycles that impact our business.

Market Update

The “State of the Industry” presentations suggested caution, at least for producers of higher priced grapes and wines. Glenn Proctor, Ciatti Company, stated wine companies are less committed to regions. Their focus is price point and margin and they will source wine anywhere in the world. Proctor also cautioned that imports will fill any hole in the market, not just the low end. If there is a shortage at a price point or if a quality point is overpriced, there will be an imported wine to satisfy the market. He predicted the premium market may be difficult for 12–18 months.

Jon Fredrikson, Gomberg-Fredrikson & Associates, stated there have been four game changers for the industry in 2009 — consumer demand reset, global outsourcing, distributor consolidation left small wineries with no market access, and the global recession. The result, Napa and Sonoma wine warehouses reported a 20 percent decline in shipments in 2009. On-premise sales declined 6–10 percent in volume with a greater loss is sales value. The $9–12 per bottle segment had good growth, but sales were weak at higher prices.

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Stefan Parmay speaks to growers at SCWC BBQ

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Up-CloseRichard Mounts

Owner Mounts Family Vineyards and Winery

By Larry Levine

Richard Mounts was born and raised in the Dry Creek Valley of Sonoma County. His family came to the Dry Creek Valley just after World War II in 1945. The original property was 60 acres and his family mostly farmed prunes with a small vineyard. It is now 140 acres of which 85 acres are vineyards.

Richard attended Cal Poly San Luis Obispo and studied soil science. In the mid 1960s grape prices went up with the first American wine craze. As the prune business was drying up in Sonoma County (it was going to the Central Valley), he told his family that he would come back home and farm if they would convert the prune trees into vineyards. This conversion took place between 1969 and 1986.

The ranch now grows Zinfandel, Cabernet Sauvignon, Petite Sirah, Syrah, Merlot, Grenache, Malbec and Viognier. Due to the interest of his son, Dave, the family started a winery and the first vintage was 2005. Dave’s wife, Lana, is the general manager of the winery and his daughter Dana helps with marketing and winery events.

Richard has been a board member of the Sonoma County Winegrape Commission since inception and has been treasurer the last couple of years. He was also on the board and served as president of several local and statewide farming organizations. He says that being a farmer is both his job and hobby, but he does like to get away occasionally to go hunting and fishing.

Why did you become a grape grower?

After spending time at school at Cal Poly, I decided that I didn’t like being indoors and wanted to farm. Since wine grapes could be sold at a premium price and were the only crop that would grow in the hillsides in Dry Creek Valley, it was clear to me that we should move into growing grapes. At Cal Poly, I took some viticulture classes but I am mostly self-taught.

How has growing grapes changed over the years?

Since I started in the business, a lot more time and labor is put into growing premium quality grapes. In the past, we would go through the vineyard one time in a season. Now we go through six to eight times. There is a lot more effort put into producing the highest quality grapes possible. Now yields are less important, but high quality is essential.

Why did you start a winery?

My son Dave went to Fresno State, then worked at Sonoma-Cutrer and a winery in the Napa Valley. When he came home we decided to start a winery in order to have total control of the crop — from growing to the bottle. Earlier I made a little wine on the side but got serious when Dave expressed an interest in it. We still sell 80 percent of our grapes, but we produce 2,500 cases of Zinfandel, Petite Sirah, Cabernet Sauvignon, Cabernet Franc, Grenache, Syrah and Grenache Rose.

What is special about the Dry Creek region?

It has ideal weather for growing winegrapes — warm enough to ripen fruit but cool enough at night when the fog comes in for premium grapes to develop and mature. I also like that it is one of only a couple wine growing regions in Sonoma County where commercial development has been restricted. There is only one store in Dry Creek Valley — the Dry Creek General Store — and that’s it.

Where do you see the industry going?

We’re in challenging times today and I’m hearing that some wine companies are starting to say that they will take higher yields from the vineyards. As a grower, I understand it’s difficult now for the wineries, especially small ones that sell to restaurants. Hopefully the economy will turn around soon. I think the future is bright for small to medium size wineries that produce high quality product.

How do you think the Commission is doing?

I said from the beginning that it would be a long time until we see tangible results. It’s much harder to sell an idea or an area as opposed to a product. So far we are heading in the right direction. The Commission has developed a nice working relationship with the vintners for mutually beneficial goals. This should only increase in the coming years.

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The Sonoma County Vintners recent annual meeting focused primarily on the groundbreaking introduction of the Sonoma County Conjunctive Labeling Initiative, a move to lead the county’s wine industry to formally pursue legislation that will require any winery producing wine in an AVA of Sonoma County to add Sonoma County to the label in addition to their AVA.

The attempt to enact conjunctive labeling is one that has been discussed in the county for at least 15 years, but as the world wine marketplace continues to grow and competition increases amid economic challenges, many feel the time has come for Sonoma County to join other wine producing regions, such as Napa Valley, Paso Robles, Lodi and Bordeaux, and build the image of the entire region through consistent labeling of all wines produced here.

Adding momentum to the initiative is compelling new research from Wine Opinions, a market research firm commissioned by the Commission to conduct research on the power of the Sonoma County label among core wine consumers and the wine trade. Christian Miller, partner at Wine Opinions and director of research, presented the findings at the SCV Annual Meeting,

introducing the data to many attendees for the first time.

The research was designed to resolve questions arising about confusion over conjunctive label-ing, awareness of Sonoma County AVAs, and quality and value perceptions associated with the region. The research also included conjunctive label testing using wine labels which had not been conducted before.

“The research makes a strong case for the value and benefit of conjunctive labeling for Sonoma County, while dispelling several of the key concerns wineries have had in the past,” says Honore Comfort, executive director of the Sonoma County Vintners. “Both on the trade side and the consumer side, we see huge upside to moving for-ward, including strengthening the Sonoma County brand and increas-

ing awareness of each of our AVAs. All of this leads to selling more Sonoma County wine and building stronger relationships with our consumers.”

The plan for conjunctive labeling will include more information gathering, potiental legislation, with a three-year phase-in period once the law takes effect. Full adoption could occur in 2014 based on the current plans.

Commission Supports Conjunctive Labeling

The Commission has been working with the vintners on this important initiative for more than a year. “If conjunctive labeling is enacted that will mean that more than 100 million bottles of wine would say Sonoma County,” states Nick Frey, president of SCWC. “This can have a huge marketing and sales impact for Sonoma County wines and grapes from our 13 AVAs.”

In the coming months, there will be information-gathering meet-ings with the AVAs and other stakeholder groups. There will be educational presentations and other forums for wineries and growers to state their opinions about it.

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Sonoma County Vintners Launch Sonoma County Conjunctive Labeling Initiative

By Larry Levine

Here are the labels of three Sonoma County WIne Stars that have Sonoma County and the AVAs shown

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If all goes on schedule, a bill will be submitted to the California Legislature with the goal of passage by the end of the year with enactment in 2011. There will then be a three-year phase in period to allow time for wineries to change their labels.

If you would like to express an opinion on this issue, please contact Nick Frey at 707-522-5861 or frey@sonomawinegrape.org.

Conjunctive Labeling Information and FAQsBy Sara Cummings, Sonoma County Vintners

Definition of Conjunctive Labeling: Labeling of a wine to show both region and sub-region (AVA). In our case, it refers to the inclusion of “Sonoma County” on the front label of all Sonoma County wines along with any AVA designation.

Objectives: • To build brand equity for Sonoma County wines and preserve and strengthen our position in the world wine market;

• To increase sales of wines produced from Sonoma County grapes.

BackgroundFor more than fifteen years, many growers and vintners in Sonoma County have expressed interest in pursuing adoption of conjunctive labeling requirements for Sonoma County wines. Many world class wine regions, chiefly Bordeaux and Burgundy, saw the value of strengthening their regional “brand” by encouraging all wineries within the area to identify it on their bottles, and the rest, as they say, is history.

With its independent spirit and geographic size, making a case for the benefits of conjunctive labeling among Sonoma County’s wineries needed solid substantiation. After preliminary research, the Sonoma County Winegrape Commission (SCWC) conducted new market research with Wine Opinions in fall 2009. The results of this carefully crafted study of core wine drinkers and members of the trade from across the country brings substantive, fresh data to the conversation, and offers us information about consumer and trade perceptions related to the power of the Sonoma County brand.

A key finding of the research, from both consumers and trade, was that both groups saw no decline in perceived value when both the AVA and the county were noted on the label, and in most cases, there was a benefit to wineries in linking the location of an AVA with Sonoma County. Consumers not familiar with every Sonoma County AVA would be more inclined to pick up the bottle knowing it came from Sonoma County.

Our Status Today Based on the power of this research and case studies of other domestic wine regions adopting conjunctive labeling, the Sonoma County Winegrape Commission Board of Directors

voted to endorse the pursuit of conjunctive labeling for Sonoma County. The Sonoma County Vintners (SCV) Board of Directors has voted to explore the viability of conjunctive labeling, and has charged SCV staff to work with all of the AVA groups in the county to share the SCWC research, offer a tentative plan and timeline for adoption, and get their input and feedback on the proposed process.

As of February 2010, meetings with AVA leadership and other wine association leadership are taking place to garner a consensus of support and address concerns and potential issues that arise.

If you are a vintner or grower with comments you would like to share, please direct any feedback or questions to your AVA lead-ership or the SCWC and SCV using contact information below.

Frequently Asked Questions:

Q: Why should we adopt conjunctive labeling for Sonoma County?

A: The power of the Sonoma County brand among consumers and trade is powerful, with excellent awareness, strong association of quality, and also value. According to Christian Miller at Wine Opinions, this combination of factors is extremely unusual among wine regions, and one that should be fully harnessed for the long-term strength of our region and brand in the world wine marketplace.

Case studies of other world class wine regions point to the value of working together to build and maintain the strength of our region. With the wine world becoming bigger every day as new countries and regions come on the market, Sonoma County is missing opportunities to connect the positive associations of Sonoma County and its AVAs through literally millions of added impressions on the store shelf, the wine list, and the table. The research also indicated that both trade and consumers were in strong agreement that including both AVA and Sonoma County was preferable to either Sonoma County or the AVA alone.

Q: Won’t adding Sonoma County to the label with the AVA lessen the quality or price expectations of consumers?

A: As noted in the question above, the market research

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A sample used in Commission’s consumer research on conjunctive labeling

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among core wine consumers in the U.S. indicated that quality association and price expectation were consistently equal to or higher when both AVA and County were listed on the label. The trade research overwhelmingly (over 80% of respondents) recommended the use of both AVA and Sonoma County as being the best way to market wines from this region.

Q: Why can’t the conjunctive labeling be voluntary and not mandatory?

A: Research dating back to 2003 has indicated conjunctive labeling would benefit Sonoma County wineries, and some have voluntarily included Sonoma County on their labels. The Sonoma County Winegrape Commission has recognized those wineries with its Sonoma County Wine Stars program. Those wineries voluntarily adopting conjunctive labeling comprise fewer than 20% of all wineries in the county. If there was 100% participation, there would be over 100 MILLION label faces each year on retail shelves and restaurant wine lists with Sonoma County.

Napa Valley has had conjunctive labeling since 1987. The consistent placement of Napa Valley on wine labels along with AVA designations has undoubtedly contributed to their success in being the most widely recognized wine region in the world by U.S. consumers.

Voluntary programs take much longer to implement, leaving many missed opportunities for promoting Sonoma County. Setting a reasonable phase-in period with the legislation will be a simple way to build brand equity for Sonoma County and its AVAs.

It is also important to remember that this is industry-driven legislation. We as the Sonoma County wine and grape industry see a huge opportunity to secure our position in the world wine market and improve our sales and marketing at minimal cost by asking our legislators to construct these consistent representations for Sonoma County.

Q: What steps are necessary to make this into law?

A: Once every AVA and wine organization has had a chance to review the research and gather input from their members, we will know if a clear consensus of support is in place. Each AVA will choose how they will gauge their member support, be it via board of director adoption, member vote, or another method. We anticipate that this will take until late March to accomplish.

If Sonoma County chooses to draft legislation that is similar to that of other adopted conjunctive labeling legislation in California, the process will be simple. Legislation will be drafted and entrusted to one or more of our legislative representatives for presentation to the California State Legislature where it must be voted on and approved. If it were approved and signed by the Governor this year, it would become law on January 1, 2011. Based on a three-year phase-in period, wineries would have until

January 2014 to modify their labels to include Sonoma County. This phase-in period reduces the financial impacts on wineries who have recently updated their labels. Wines already labeled and bottled are excluded from the requirement.

Q: May I see the market research and get more information?

A: Yes. You can contact either Nick Frey or Honore Comfort at the numbers and emails below if you are interested in viewing the research in more detail.

Q: I would like to share my opinion regarding conjunctive labeling. How do I do that?

A: If you are a vintner or grower with comments you would like to share, please direct any feedback or questions to your AVA leadership, or the SCWC and SCV using contact information below. We are interested in hearing your comments and welcome your input.

Q: Do I have to add Sonoma County to my label if I already have Sonoma in my AVA?

A: This name question is more evident in Sonoma County and as such it merits full consideration and discussion among all of the regions bearing “Sonoma” names.

If the AVA has “Sonoma” in the name, such as Sonoma Valley or Sonoma Coast, our initial recommendation is that the label include “Sonoma County.” Consumers are confused about Sonoma Valley as an AVA within Sonoma County because of Napa Valley, few recognize Sonoma Mountain, and Sonoma Coast has less recognition than Sonoma County. So while having Sonoma in the AVA name is beneficial, we feel conjunctive labeling will reduce consumer confusion long-term.

There is also a sentiment that as we in Sonoma County work together to promote the quality and breadth of our region with every AVA involved in a historically new way, the Sonoma County mark on every bottle could act as a statement of cohesion and unity for every vintner and grower.

Q: I am concerned about the font sizes in the Napa Valley legislation and how they would look on my label. Are the font sizes set at this point?

A: There is discussion about what font size would be required and whether the guidelines are already established. At this point, the Napa and Paso Robles legislation are examples, but adhering to their font sizes may not be essential. As these issues are explored, a labeling task force will be developed if needed to consider options and build as much consensus and support as possible among our wineries.

For more information, please contact:

• Honore Comfort, Executive Director, Sonoma County Vintners: honore@sonomawine.com or 707-522-5842

• Nick Frey, President, Sonoma County Winegrape Commission: frey@sonomawinegrape.org or 707-522-5861

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My Thoughts on the Sonoma County Winegrape Commission

By Duff Bevill

President Bevill Vineyard Management

As many of you know, I was very involved with the forming of the Sonoma County Winegrape Commission (SCWC). I was elected to be on the board and was the first chairman. Just recently, while at the Commission office I was thinking of how much progress we growers have made in such a short period of time.

In reflecting over the past four years, it seems to me that we should all be proud of the progress that has been achieved. Just looking around at these offices that house the Sonoma Trio — Sonoma County Vintners (SCV), Sonoma County Tourism Bureau (SCTB) and SCWC, it shows that the growers of Sonoma County have earned an equal place at the table with the other two groups.

In fact, our President Nick Frey is on the board of the SCTB and a member of their marketing committee. Our V.P. of Marketing Larry Levine is also on the marketing committees of both the SCV and SCTB. Additionally, Tim Zahner of SCTB and Sara Cummings of SCV are members of SCWC’s marketing committee.

What this means is that we are all working together not only with a common purpose of promoting Sonoma County, but with strong and equal voices. This has never happened in Sonoma County before and it’s a big deal!

Why is this a big deal? For one, it’s helps us to stretch SCWC’s marketing dollars. For every dollar we spend, more than three dollars are spent through the Sonoma Trio. Also, if you combine

the marketing dollars of all three groups, we are spending more than $4 million to promote and build the Sonoma County brand.

This collaboration will only help us during the difficult economic times we are all experiencing. Instead of pulling back on our pro-grams, we have increased them, focusing our efforts on programs that get us the most bang for our buck. In doing so, we have built and continue to build on a large and solid foundation.

Another area of tremendous importance is the Presidents’ Council. Nick Frey and Honore Comfort of SCV created this Council in order to regularly stay engaged with the presidents and executive directors of all the AVAs in Sonoma County. This Council meets each quarter to discuss our collective marketing strategies as well as seek cost saving opportunities.

All of the AVAs are developing distinct marketing messages to differentiate each other within the county, and more importantly Sonoma County from other wine regions around the world.

Everyone works together with the common goals of promoting Sonoma County as a whole, and the AVAs as unique parts of this whole. Never before has there been this type of communication between the various groups.

Many of you have heard by now that the Sonoma County Vintners has initiated a plan for conjunctive labeling in Sonoma County. Simply stated, this means that if wines are produced with Sonoma County grapes from a specific AVA, the label would then include the name of the AVA and Sonoma County. The SCWC Board fully supports this and voted to endorse this plan at the January meeting.

If this legislation is enacted, it could mean that no less than 100 million wine labels are viewed each year with the brand Sonoma County on them. In the market, repetition builds brands. This would be an incredibly powerful tool in our continuing marketing efforts on behalf of the growers in this county. This demonstrates again, how the strong relationship we are building with the SCV organization pays off for our growers.

SCWC is the voice for the growers. With all the governmental and environmental issues that we are all dealing with these days, growers’ interests need to be represented and your Commission does that for you. The governmental regulations won’t end any time soon.

Finally, the thumb screw pressure of product competition from other grape growing regions throughout the world has not been placed on hold. Just as it has been the last decade, Sonoma County grape growers can expect more demands to be placed on them and we need to be proactive and aggressive in our market-ing and promotional efforts.

M y Th o u g h t s co n t i n u e d o n p a g e 1 5

SCWC NEWSLETTER SPRING 2010 PAGE 9

Duff Bevill

SPRING 2010 SCWC NEWSLETTER PAGE 10

Marketing UpdateBy Larry Levine

The Commision entered 2010 with even greater dedication to increase the value of Sonoma County grapes for growers, your winery customers and their consumers.

Marketing investments are often cut in response to a poor economy, but your assessment dollars are allowing us to maintain aggressive marketing programs. Also our partnerships with the Sonoma County Vintners, Sonoma County

Tourism Bureau and the AVAs stretch our marketing dollars even further.

Sonoma County is positioned to grow its market share during this market downturn and ultimate recovery by continuing marketing programs that build value for Sonoma County grapes and wines.

Few wine regions are better positioned than Sonoma County to sustain our positive marketing momentum during this difficult economic environment. Here are some of the programs we have planned:

1. Website Upgrades and Redesign: We are continuing to upgrape the Commission’s website and particularly the Grape Marketplace to make it a useful tool to assist growers in selling their grapes. Please contact the Ginger at the Commission with any thoughts on how we can better serve your needs.

2. Sonoma County Winegrape Commission Grape Trade Publication Ads: The new trade ad campaign directed at wine-makers and grape buyers was launched in January. It features the Commission’s web Grape Marketplace. We will also send a direct mail piece to grape buyers about the Marketplace.

3. Consumer Outreach: The Commission is partnering again this year with the Russian River Valley AVA with a five-ad program (two pages each) in Food and Wine Magazine. The new Sonoma County Vineyard Adventures will be featured in the May issue ad.

4. Sonoma County Wine Stars: Our program to recognize and thank restaurants and wineries that feature Sonoma County Wines on their wine lists or wine labels is a big success. Both the restaurants and the wineries are excited about the program and many are proudly displaying their Sonoma County Wine Star plaques in their establishments. We successfully expanded the program in 2009 and increased the number of wineries and

restaurants across the country. This year we will partner with the Sonoma County Vintners to help showcase and acknowledge the Stars. We are also investigating the possibility of featuring the Sonoma County Wine Stars on the Sonoma County Tourism Bureau’s new Sonoma County iPhone app.

5. Sonoma County Vineyard Adventures: The Commission just initiated its new self-guided vineyard tours, allowing visitors and Sonoma County residents to experience one of the world’s premier wine regions in an educational and insightful way. The new Sonoma Vineyard Adventures are currently being offered at four wineries including: Mantanzas Creek Winery (Bennett Valley), Paradise Ridge Winery and Balletto Vineyards (Russian River Valley) and Mauritson Family Winery (Dry Creek Valley).

6. Events Update:

• Sonoma in the City, New York City (April 13 – 15) and Los Angeles (May 4 – 6): Featuring an extensive Sonoma County and AVA tasting for top media and trade, a seminar program with both growers and vintners and a tasting from more than 40 Sonoma County wineries. There will also be several consumer tastings at top wine store and restaurants. It is sponsored by the Sonoma County Vintners, the Commission and several AVA groups.

• 2010 Wine Bloggers Conference, Sonoma County (June 25 – 27): The Commission will again be a sponsor and attend this important new media conference.

• Russian River Pinot Forum, Russian River Valley (Aug. 8 – 10): SCWC will again co-sponsor this event and provide overall Sonoma County vineyard and wine information at both seminars and in conference reference materials to 60 top sommeliers that attend this annual event.

• The Sonoma County Wine Country Weekend (Sept. 4 – 5): will be bigger and better than ever with the Sonoma County Showcase and Sonoma Valley Harvest Wine Auction again joining forces for a Labor Day weekend extravanganza. On Saturday, we will again host a “Grower’s Crush Pad” at MacMurray Ranch and offer grower guided vineyard tours.

• Sonoma County Grape Camp Promotion (Sept. 27 – 29): will be even better than last year and is almost half full with camp-ers already. Selected top media will be invited to experience the Sonoma County harvest and share it with consumers around the world. For information go to www.SonomaGrapeCamp.com.

• Sonoma Summit, Sonoma County (Nov. 8 – 10): This top national sommelier and retail program hosted by Master Sommelier Evan Goldstein and produced by the Commission and Vintners has been such a big success that we will do it again this year.

Additionally SCWC will be involved in several AVA-spon-sored events that the Commission supports with the Sonoma County Cooperative Marketing Program for AVAs.

SCWC NEWSLETTER SPRING 2010 PAGE 11

Water Conservation and Risk Management

By Nick Frey

Over 300 growers attend-ed meetings in January to learn about risk man-agement issues for the 2010 frost season. The instantaneous demand for water from direct stream diversions during a frost event poses risks of dewatering streams and take of threatened or endangered salmonids. Options include off-stream reservoir storage to manage diversions and reduce peak demand (not likely an option for

2010), converting to wind machines, and crop insurance if water for frost protection may be limiting. (The deadline for crop insur-ance was January 31, 2010.)

A working group to draft regulations that are to be finalized be-fore the 2011 frost season has been formed and includes Sonoma County grower representatives. In order to draft appropriate regulations, Sonoma County needs to know how many acres of vineyard are frost protected, how many with water, and the source of the water, i.e. direct diversion, reservoir, deep well or shallow well. If you have not completed a survey, please do so.

The survey form is on our website and is to be returned to Sonoma County Farm Bureau at www.sonomawinegrape.org/call-to-action-attention-sonoma-county-growers. We would like every grower, including those who do not frost protect or only use wind machines, and those outside the Russian River Valley watershed, to complete a survey. The baseline data are important for those representing Sonoma County grower interests!

For those considering water conservation improvements, includ-ing changing sprinkler heads to reduce water volume use, weather stations, valving of blocks, wind machine purchase, etc, a special allocation of $1 million through the National Resource Con-servation Service EQIP program was made available to Sonoma and Mendocino County growers who completed applications by March 5, 2010.

The NRCS support of local growers addressing water conserva-tion efforts has been tremendous! There are additional funding sources that may be used for off-stream reservoir construction.

SCWC will provide updates to growers on water conservation BMPs and risk management at IPM meetings beginning in April. Check the Commission website calendar for an IPM meeting near you.

SCWC Weather NetworkBy Ginger Baker

As part of your association with the Sonoma County Winegrape Commission, a new weather network is available.

Western Weather Group, a weather forecasting and consulting firm in Chico, CA, will be providing daily weather forecasts for Sonoma County through the Sonoma County Winegrape Commission. You have the option of voice accessing the daily forecasts via telephone voice recording 707-522-0286, the Sonoma County Winegrape Commission web page www.sonomawinegrape.org/weather or via email. The complete forecast can be emailed as a PDF attachment and/or abbreviated forecast for your Smart Phone.

To sign up for email notifications or access your local weather forecasts visit www.sonomawinegrape.org/weather. If registering for email notifications, please be sure to add forecaster@westernwx.com to your “Safe Senders List” to ensure the forecasts reaches your inbox.

A special thank you to our Commission Weather Network Sponsors: Ag Unlimited, LLC, American AgCredit, Ranch Systems, LLC, and Sonoma County Water Agency.

For more information, please contact Ginger at 707-522-5864 or info@sonomawinegrape.org.

SPRING 2010 SCWC NEWSLETTER PAGE 12

Lighting to Beat the Summer HeatBy Mark Houser

Hoot Owl Creek / Alexander Valley Vineyards

About three years ago my foreman Isaul Macias, shop supervisor Mike Davis and I thought it was about time we made light towers for hand harvesting at night. We built three towers and outfitted them with fluorescent lights. They worked well, no fruit left behind, employees worked cooler hours, cooler fruit to wineries, good all around. Last year we started doing business with Smothers Ag and Industrial Supply who had LED lights that could replace the fluorescents — more expensive, but more efficient concerning inverters and equipment.

We replaced the lights on one tower with LED lights and what a difference! They were about 30% brighter. The only complaint was from the other two crews that had to use the fluorescents; we had to rotate the one LED to all the crews to make it seem fair.

Next harvest all of our light towers will have LED lights. With heat stress regulations being as they are it’s nice to know you can create a work environment at night that’s safe for your employ-ees. We have also used them in the summer during heat spikes for other tasks like shoot thinning and leaf pulling.

Nomination and Election of Commissioners and Alternates

By Nick Frey

Nominations for Commissioners and Alternates to the Sonoma County Winegrape Commission will be received through April 30. Nomination forms can be obtained at www.SonomaWineGrape.org or by calling 707-522-5864.

All growers who sold at least 25 tons of grapes from the 2009 harvest are eligible to vote. Ballots with all nominees will be

mailed to growers not later than May 15. Ballots must be mailed back to SCWC by May 30.

Five commissioner and five alternate positions are up for election. The top five vote getters will be named commissioners and the next five vote getters will be named alternates. Ballots will be counted by commission staff and confirmed by CDFA. Those elected will begin their 2-year terms on July 1, 2010.

You may nominate yourself or another grower. If you nominate another eligible grower, he/she must agree to serve if elected. Be sure to vote before the May 30 deadline!

2010 Pest Management Meetings IPM Grower Appellation Meetings

By Judy Tuhtan

Have you ever attended an IPM Grower Appellation Meeting (GAM)? The meetings are a great way to learn from other growers and to share your pest management experiences. What pest management strategies have you tried that reduced risks and worked? What has failed? Come, share and learn — and get CEU credits.

The SCWC IPM Grower Appellation Meetings are held in the second week of the month from April – July. Be sure to bring a grower neighbor!

There is no charge for any session and meetings are open to all Sonoma and Marin County growers. No pre-registration is necessary.

Discussion topics subject to change. 1.5 CEU’s will be applied for. Contact SCWC at ipm@sonomawinegrape.org for more info.

2010 IPM GROWER APPELLATION MEETING Schedule:

Please note change of meeting days for Dry Creek Valley, Alexander Valley and Russian River Valley.

Dry Creek Valley: Rued Vineyards, Host: Richard Rued, 3850 Dry Creek Rd, Healdsburg, TUESDAYS April 13, May 11, June 8, July 13 from 8:00 – 9:30 a.m.

Alexander Valley: Jordan Vineyards, Host: Dana Grande, 2710 W. Soda Rock Rd, Healdsburg, TUESDAYS, April 13, May 11, June 8, July 13 from 10:30 a.m. – noon.

Sonoma Valley: Barricia Vineyards, Host: Mel & Angela Dagovitz, 15700 Hwy 12, Sonoma, WEDNESDAYS, April 14, May 12, June 9, July 14 from 9 – 10:30 a.m.

Russian River Valley: Host: Dennis Devitt, Laguna Ranch, 2043 Laguna Rd, Santa Rosa, THURSDAYS, April 15, May 13, June 10, July 15 from 9 – 10:30 a.m.

LED lights at Hoot Owl Vineyards

SCWC NEWSLETTER SPRING 2010 PAGE 13

The Organic Producers GroupBy Judy Tuhtan

The Organic Producers Group are informal meetings focused on organic grape growing education and grower-to-grower exchange of ideas and practical information. The meetings are held at different organic growers’ vineyards throughout the county. The meeting format includes a talk by the host about the vineyard site with its particular successes and challenges, followed by a general discussion on speci�c topics such as mildew, and other items brought up by the group.

Growers interested in organic production or in learning speci�c organic production practices are invited. Demonstrations of new and interesting products are often a part of the program followed by lunch.

2010 ORGANIC PRODUCERS MEETING SCHEDULE

4th Wednesday of Month 10 a.m. – 11:30 a.m.

April 28th Old Hill Ranch Vineyard, Host: Will Bucklin

8 Old Hill Ranch Rd, Glen Ellen

May 26th Odyssey Vineyard, Host: Margaret Chastain

1749 Abraham Rd, Santa Rosa

June 23rd Beeson Ranch, Host: Paul Bernier

335 West Dry Creek Rd, Healdsburg

July 28th Tanuda Ridge Vineyard, Hosts: Lynn & Mike Rossman

3335 Harrison Grade Rd, Occidental

Reservations requested to ipm@sonomawinegrape.org or fax: 707-522-5866

Check the SCWC web site calendar at sonomawinegrape.org/event for more events and information.

Staff Corner

By Larry Levine

Born and raised in the Napa County, Jeff, 29, is the shared webmaster for the Sonoma Trio — Sonoma County Winegrape Commission, Sonoma County Vintners and Sonoma County Tourism Bureau. His family owns Herdell Printing that was founded 1951 in St. Helena. It initially published the Redwood Rancher magazine for many years. In the early sixties, it shifted its focus to wine label production.

After high school, Jeff moved to San Diego to go to college. He graduated with a B.S. degree in High Technology Management from Cal State San Marcos. He then worked freelance in San Diego for two years building websites.

Jeff then moved to Santa Rosa to be near his family. He continued to build websites for companies in different industries. When the webmaster job for the Sonoma Trio came up, he applied for it because he really wanted to work with the wine grape growers and a non-proit organization.

“I grew up around the wine industry and now really enjoy working on websites for the Sonoma County Grape Growers, Vintners, and the Tourism Bureau” said Jeff. “I love the variety and cutting edge internet projects we are doing here.”

Jeff moved to Lake County just before obtaining his current position in order to buy a house and eventually start a family. In his spare time, he enjoys outdoor sports and exploring new wineries.

Organic Producers meeting at Medlock Ames

SPRING 2010 SCWC NEWSLETTER PAGE 14

Second Annual Sonoma Summit features 35 top U.S. and

Canadian Wine Pros Three Days of Wine, Food and Education

By Larry Levine

The second annual Sonoma Summit brought 35 of the North America’s top wine professionals to Sonoma County for a two and a half day immersion into the best of the region’s wine, food, vintners and grapegrowers. Sponsored by Sonoma County Winegrape Commission and Sonoma County Vintners, the Sonoma Summit was led by Evan Goldstein, master sommelier and managed by his consulting firm, Full Circle Wine Solutions.

In just over two days, the group traveled to the Russian River, Sonoma Valley, Chalk Hill, Dry Creek Valley, Alexander Valley, and Sonoma Coast, attended seven tasting seminars hosted by seven wineries, and experienced over 100 of Sonoma County’s top wines. They met 92 vintners and growers and engaged in thought-provoking discussions about winemaking and viticulture in Sonoma County, wine styles, evolving AVAs, and trends in the marketplace.

In spite of the break-neck pace of the Sonoma Summit, attendees found time to participate in the “Iron Sommelier Challenge” hosted at Kendall-Jackson Wine Center, which

involved a heated competition among four teams to each create three appetizers using a well-stocked pantry of ingredients that would pair well with the three wines assigned to each team. After a very spirited competition and judging on the success of the pairing, presentation, and several other key factors, the Flying Pigs emerged victorious!

All Summit seminars and events were hosted at wineries including Chateau St. Jean, Pride Mountain Winery, Quivira, Lancaster Estate Winery, Kendall-Jackson, Lynmar Estate, and Chalk Hill Estate Winery. The Sonoma Hilton was the host hotel.

“We believe that it’s very important to have top sommeliers and retail wine buyers visit our area,” said Nick Frey, SCWC presi-dent. “They then go back to their own markets with enthusiasm and more knowlede about Sonoma County and the great wines produced here. That is then conveyed to their customers.”

The third annual Sonoma Summit is already in the planning stages for November 2010.

Winegrape Commission Launches Vineyard AdventuresSelf-Guided Tours Allow Close Up Access to the Vines

By Larry Levine

In the beginning of 2010 SCWC began its new Sonoma County Vineyard Adventure program, allowing visitors to experience one of the world’s premier wine regions in an educational and insight-ful way. On any given day and with no reservations, consumers can now take a self-guided vineyard tour at the following

V i n e ya rd Ad ve n t u re s co n t i n u e d o n p a g e 1 5

Sonoma Summit lunch at Chalk Hill Winery

Sonoma Summit tasting in Lancaster Estate Winery’s cave

SCWC NEWSLETTER SPRING 2010 PAGE 15

The purpose of the contest was to showcase the skills of the vineyard employees and to recognize that pruning is the critical start of the 2010 vintage year.

We want to thank our many sponsors that help make this such a great community event. Platinum sponsors included: American Ag Credit and Chris Maloney Crop Insurance. Gold sponsors were: Vineyard Industry Products, Foster’s Wine Estates, Central Valley Builders Supply and Cameron & Cameron.

Contestants and winners from the five regional contests held earlier were:

Russian River Valley

1st Place Gustavo Rico, Seghesio Farms, Inc.

2nd Place Javier Lopez, Valdez & Sons Vineyard Management

Sonoma Valley

1st Place Alberto Avi, Chateau St Jean/Fosters Wine Estates Americas

2nd Place Justino Ornela, Wildwood Vineyards/Kunde Family Estate

Dry Creek Valley

1st Place Jaime Castro, Seghesio Farms Inc.

2nd Place Francisco Toledo, Clendenen Vineyard Management

Alexander Valley

1st Place Salvador Gomez, Stonestreet Winery

2nd Place Isaac Moreno, Munselle Vineyards

Knights Valley

1st Place Leobardo Lopez, Clendenen Vineyard Management

2nd Place Salvador Gutierrez, Valenci VinePro Vineyard Management

P r u n i n g Co n te s t co n t i n u e d f ro m p a g e 1

wineries: Mantanzas Creek Winery (Bennett Valley), Paradise Ridge Winery and Balletto Vineyards (Russian River Valley) and Mauritson Family Winery (Dry Creek Valley).

Whether traveling as an experienced wine connoisseur or for a relaxing romantic getaway, visitors and local Sonoma County residents can gain an in-depth understanding of the grape- growing process by exploring the vineyards and tasting the wines cultivated there. Each tour, less than a mile in length, is designed for all ages to enjoy. Guests will receive a detailed guide of each vineyard with points of interest that are clearly marked along the route.

The experience we offer with Sonoma Vineyard Adventures is one that captures one of the most important pieces of our So-noma County story — our geographic diversity and indigenous bounty. We’re about making the wine experience more approach-able and allowing our guests in the vineyards to let them see and experience how great grapes are grown.

Sonoma Vineyard Adventures are free and available to the public year-round. Tasting fees may apply at the different wineries. The 2010 pilot program will gradually expand to include additional wineries and AVAs in the coming years. We know of no other region in the U.S. that is offering this type of program on a countywide basis.

For further information on the Vineyard Tours, visit www.SonomaVineyardAdventures.com.

If you are interested in possibly hosting a future vineyard tour at your vineyard/winery, contact Larry Levine at 707-522-5863 or larry.levine@sonomawinegrape.org.

V i n e ya rd Ad ve n t u re s co n t i n u e d f ro m p a g e 1 4

I look back over the past four years and I am impressed with how the bargaining strength of our position and identity as growers has increased. I truly believe we need to keep this momentum going with the Sonoma County Winegrape Commission in order to continue building the Sonoma County brand and protecting the future interests of our growers.

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A New York City couple takes the new vineyard tour at Mauritson Family Winery

3637 Westwind Blvd.,Santa Rosa, CA 95403

Sonoma County Winegrape Commission CalendarPlease check the calendar at www.SonomaWineGrape.org/event for a complete listing of events

Apr 1 Small Grower Meeting, SCWC Board Room, 3637 Westwind Blvd., Santa Rosa. Contact: 522-5862

Apr 6 PCA Breakfast Meeting, Star Town Restaurant, 8499 Old Redwood Hwy, 7– 8:30 am. Contact: 522-5861

IPM GAM Meetings Info: 522-5862

Apr 13 Rued Vineyards, 3850 Dry Creek Rd, 8:00 – 9:30 am

Apr 13 Jordan Vineyards, 2710 W. Soda Rock Rd, 10:30 am – noon

Apr 14 Barricia Vineyards, 15700 Sonoma Hwy, 9:00 –10:30 am

Apr 15 Laguna Ranch, 2043 Laguna Rd, 9:00 –10:30 am.

Apr 28 Organic Producers Group, Old Hill Ranch Vineyard, 8 Old Hill Ranch Rd, Glen Ellen. 10 –11:30 am. Reservations: 522-5862

May 4 PCA Breakfast Meeting, Star Town Restaurant, 8499 Old Redwood Hwy, 7 – 8:30 am. Contact: 522-5861

May 6 Small Grower Meeting, SCWC Board Room, 3637 Westwind Blvd., Santa Rosa. Contact: 522-5862

May 11–13 IPM GAM Meetings — see above info for locations and times.

May 13 Smart Marketer Seminar, 4:00 – 6:00 p.m.; Hilton Hotel, Contact 522-5862

May 26 Organic Producers Group, Odyssey Vineyard, 1749 Abramson Rd., Santa Rosa. 10 –11:30 am. Reservations: 522-5862

June 2 Small Grower Meeting, SCWC Board Room, 3637 Westwind Blvd., Santa Rosa. Contact: 522-5862

June 4 Annual BBQ and Tradeshow, SRJC Shone Farm, Dutton Pavilion, 6225 Eastside Rd., Forestville,

8:00 a.m. through lunch.

Platinum Commission Sponsors: