Issue link: http://winesandvines.uberflip.com/i/122527
MARKETING varietal wines as well as its Cabernet Sauvignon, Zinfandel, Pinot Noir and Chardonnay, multiple appellation areas, regions and microclimates. Gallo owns nearly 2,000 acres of vines in the region. The company also owns Edna Valley Vineyard winery and just recently purchased the large production facility Courtside Cellars near Paso Robles. Because of the company's investment in the area, Heintz said Gallo wanted to bring the Central Coast to life for the consumer. Surveys found that the term "Central Coast" often left consumers in the East or Southeast especially confused or thinking of the central coast areas nearest to them. It did not connote images of fine wine. Paso Robles and San Luis Obispo sounded as if they were in Mexico, Heintz said, while people thought Edna Valley was located somewhere in Australia. Consumers did seem to have an impression that Paso Robles made red wine, but, "Again, they still think it's in Mexico," he said. Heintz said the lack of awareness offers those in the region the opportunity to define their brands. He said coordinated marketing efforts and events are LIQUID NITROGEN DOSING Keep dissolved oxygen levels to a minimum – prefill inerting or headspace conditioning. Extreme precision Industries highest discrete dosing speeds Smartsync Technology Real-Time Graphical User Interface Speed and Dose Compensation NITRODOSE G2 the next generation ® NITRODOSE® systems are sold only through Vacuum Barrier and their select group of worldwide distributors Tel 1-781-933-3570 Fax 1-781-932-9428 sales@vacuumbarrier.com www.vacuumbarrier.com Liquid Nitrogen Handling Specialists Since 1958 84 W I N E S & V INE S MAY 2013 worthwhile but need to be inventive because the Central Coast would be competing with other regions from the United States as well as international groups that often are backed by funding from their own governments. He said it may be worthwhile for those in the Central Coast to take a look at Sonoma County's conjunctive labeling requirements as well as the area's focused and coordinated marketing effort for all of its distinct AVAs. "That might be worth thinking about here," he said. Mark Couchman, president of Silverado Premium Properties, which owns vineyards in the Central Coast as well as in California's Napa and Sonoma counties, said it's been a challenge for his company to describe the region as well. He said he's spent a great deal of time trying to explain to the firm's investors what and where the Central Coast is and why it's so important to the company. Couchman said about half of Silverado's holdings are in the Central Coast. He said the area is unique in that it provides opportunities for high-efficiency, low-cost farming as well as more costly practices to produce grapes that showcase the area's best potential. "The thing I worry about (for) the Central Coast is, again, where is the identity?" Emily Wines, director of wines at Kimpton Hotels & Restaurants 'We love the Central Coast' In addition to the challenge of identity, Couchman said his company is seeing more regulatory pressure from counties in the region. He said it's "shocking" that counties here are putting up more red tape for vineyard development and land use than the counties in the North Coast. But those hurdles haven't dampened Silverado's ardor for growing grapes in the area. "I would say that overall we love the Central Coast," he said. "We don't see any reason why that wouldn't continue." He noted that about 95% of the vines Silverado owns in the area are harvested by machines, and the company is beginning to mechanize more of its cultivation practices such as pruning. Prior to coming to Paso Robles, Emily Wines, a master sommelier and director of wines for Kimpton Hotels and Restaurants,