"Reasons why Winegrowers and Wineries Should Join their Respective Professional Associations" By Nick Frey Sonoma County Winegrape Commission

Why Winegrowers Join a Regional Association To obtain valuable information To promote the region, its grapes and wines To “raise the tide” for all To support the industry

To obtain valuable information Grape growers need to understand the industry ◦ Grape market trends ◦ Grape production trends  Quality  Sustainability ◦ Regulatory requirements ◦ Wine sales trends

To promote the region, its grapes and wines Growers are tied to the land ◦ Region must have value to consumer Wine sales drive grape demand ◦ Grape prices are linked to wine sales prices Regional associations promote their regions

To “raise the tide” for all Regional promotion complements brand marketing ◦ Should provide consistent regional message ◦ Must differentiate the region for consumers  What makes your region unique? Brand marketing can incorporate the regional message

To support the industry Many issues require a united front ◦ Marketing the region ◦ New regulations or taxes ◦ Zoning laws ◦ Community relations ◦ Exotic pests and quarantines Do your part to insure a healthy wine business