Issue link: http://winesandvines.uberflip.com/i/122527
MARKETING The inaugural WiVi conference in Paso Robles, Calif., drew 600 attendees as well as vendors interested in breaking into the rapidly expanding Central Coast wine industry. said she surveyed the wine staff at all of the group's 56 restaurants, which are located mainly on the East Coast, about their impressions of the wine and wine regions of the Central Coast. She said their responses ran the entire gamut, from people thinking it is a hot region that only produced flabby bulk wines to it being a cool, coastal area that was home to balanced wines exhibiting terroir. "The thing I worry about (for) the Central Coast is, again, where is the identity?" Only Paso Robles seemed to be widely acknowledged as home to quality wines among the staffers Wines surveyed. And while Wines conceded the area is a huge, sprawling region, she said other large growing regions have found an identifier for themselves such as Willamette Valley Pinot Noir and Marlborough Sauvignon Blanc. Those wines can be identified in blind tastings because they represent a specific style. That often isn't the case for Central Coast wines, she said. Wines also cautioned against the rush to define new sub-appellations. She said having too many can undermine a regional identity that's well known. Wines said that is happening to some degree to wines from Oregon, where the Willamette Valley designation is well known but smaller designations such as Ribbon Ridge AVA are not. Jerry Lohr, founder of the region's iconic J. Lohr Vineyards & Wines, said he believes it's a little too late to try and develop a marketing strategy for the entire Central Coast. Instead, addressing the panel and the audience at the end of the session, Lohr said vintners and growers tied by a specific place or varietal should band together and promote their specific appellation or wine. He also said wineries in the region should "have the guts" to ask for the proper price for their wines. The pricing point was also raised by Wines, who noted while there are many regions in the world producing good Cabernets for less than $20 per bottle, it's the higher priced Cabs of exceptional quality that can become a standard bearer for a region and raise the profile and demand of all the region's wines. We're Getting Bigger So You Can Get Better Vintage Nurseries… growing with your success in mind. Day after day, we plant and plan at Vintage Nurseries, expanding our product selection and service to meet your growing needs. In an effort to be a reliable source for all of our customers, we strive to maintain the highest standards in the industry. Quite simply, the bigger we get, the harder we work to keep your success and satisfaction our top priority. Wasco 661-758-4777 Paso Robles 805-237-8914 MoDesto 209-523-8036 saNta Rosa 707-542-5510 www.VintageNurseries.com | 800-499-9019 seRVINg the WINe, table gRaPe aND RaIsIN INDustRIes 86 WI NE S & V INE S MAY 20 13