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NOVEMBER NEWS California Wineries Rate the Future Winery managers give marketing advice in impromptu panel at WIFS N apa, Calif.—A panel of four Napa, Calif. He said the future appeared executives from small to media little ominous, "with the big wine comum-sized wineries offered their panies buying up land and excluding the insights about the future of the rest of us." industry, competing with the largest Yet when asked by moderator Robert wine companies and marketing to milSmiley, director of the Graduate School lennials during the Wine Industry Fiof Management at the University of Calinancial Symposium held Sept. 24 at the fornia, Davis, to rate his outlook for the Napa Valley Marriott. future of the wine industry on a scale of 1 The panelists stepped in at the last minto 10, with 10 being highest, Spadarotto ute for David Dearie, the former CEO rated it a nine. The other panelists chose of Treasury Wine Estates, after his firing eight or nine also. from that post went public a few days beBill Leigon, a vetfore the symposium. eran of J. Lohr and "We, like many Hahn wineries and here, are principally now president of Jaconcerned with supmieson Ranch Vineply, and continuing to yards in Napa, Caimprove quality," said lif., said Jamieson is Bill Steve Spadarotto, vice competing for limited Leigon president and genshelf space without a eral manager of Stag's Steve history such as Stag's WandV-trutan-halfpg-2013.pdf 3:23 The winery is approaching milLeap Wine Cellars in Spadarotto 1 10/9/12Leap's. PM lennials as if it were a musical artist. He said millennials understand that an artist's music is always evolving, dynamic, and they value that. Russell Joy, president Russell of Patz & Hall Wine Joy Co. of Napa, Calif., says that today's sales and marketing landscape has evolved dramatically from 10 years ago. Then, he said, a vintner could invite local sommeliers to a tasting when visiting their market, and 20 would arrive. Now, he said, it is two. "We need to change the way we lure buyers." winesandvines.com Patz & Hall's apLearn more: Search keywords "Wine Financial Symposium." proach is to convey authenticity by sticking with the game plan. "It will always be Chardonnay and Pinot Noir," he said. —Jim Gordon C M Y CM MY CY CMY K Win es & Vin es N OV EM B ER 20 13 15