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MARKETING Where Is the Central Coast? Consumer awareness of region's wines debated at conference By Andrew Adams S ay "Central Coast" to consumers in Boston and they may think you're referring to North Carolina or somewhere else along the mid-Atlantic. Consumers in Florida, however, think of the Tampa area. Few consumers in the East connect the phrase "Central Coast" with the key California wine region that is home to thousands of acres of productive vines, hundreds of wineries and about a quarter of the state's Chardonnay production. Some even think Paso Robles and San Luis Obispo—two of the largest cities in the region—are located exclusively in Mexico. Michael Heintz, senior marketing director for E. & J. Gallo winery, shared this realization during the general session of the inaugural WiVi conference organized by Precision Ag Consulting and Wine Business Monthly. Organizers estimated attendance was about 600 people at the event in Paso Robles, Calif. The conference's name (pronounced "why-vie") came from combining the "wi" of wine with the "vi" of viticulture. The March 19 session focused on the state of the industry along California's Central Coast, and much of the discussion focused on the area's lack of a specific identity. Good at many varieties, master of none? San Luis Obispo County is the midpoint of California's Central Coast growing regions. The Central Coast represents a marketing puzzle for vintners and growers in the region that's known for its Rhone SERVING THE WINE INDUSTRY FOR OVER 20 YEARS! www.walterjelly.com 608.831.1405 We are an independent solutions provider for pressure sensitive labels. We research your requirements and find the perfect solution. We match your design, printing process, stock, delivery schedule and manufacture to your needs. We provide our customers with what they need not what we have to sell Web Page www.labelsolutions.net Contact info Ph: 201-599-0909 Fax: 201-599-9888 East Coast 151 W Passaic St, 2nd Fl Rochelle Park, NJ 07662 West Coast 854 18th Street #3 Santa Monica, CA 90403 MichaelDusiWarehouse_Dir07 10/25/06 11:49 AM whj wine print.indd 1 2/6/13 5:59:47 PM • Climate Controlled Bonded Wine Storage Facility • Cased Goods, Full Barrels, and Dry Goods • Centrally located in Paso Robles • Unix Inventory System Trucking, Harvesting and Warehousing Available! 3230 Riverside Ave, Ste # 150 Paso Robles, CA 93446 Phone (805) 237-9499 Fax (805) 237-9599 82 W I N ES & V INE S MAY 20 13 Page 1