Issue link: http://winesandvines.uberflip.com/i/297564
84 p r a c t i c a l w i n e r y & v i n e ya r d M ay 2 0 1 4 w i n e B U S i n e S S Quality is just one factor that keeps Mount Eden profitable — a focused offering is the other. Because the Pat- t e r s o n s m a k e j u s t t h re e v a r i e t i e s under both labels, they sell out of each vintage. "They maximize what they do and are very efficient — they put their money into the land, the grapes and the barrels, so the wines speak for themselves," adds Kaster. Art of the second label Minimalism — the same approach the Pattersons apply across many aspects of the business — was also applied to design the Domaine Eden label, which is similar to the Mount Eden Vineyards label. "The Mount Eden Vineyards label was created in the early 1970s and has always received a lot of attention, so it made sense to create a resemblance between the two brands," explains Ellie Patterson. The labels have a proprietary type font that gives unique- ness to each brand. Establishing a second label can be prob- lematic depending on how it is executed. "We are cautious when recommending a second label strategy to our clients, but the Pattersons' approach resonated with us," observes Aguilar. Instead of only sourcing grapes for Domaine Eden, the Pattersons use both declassified fruit from the estate vineyards and grapes from Domaine Eden, an approach that helps strengthen the overall business, adds Aguilar. In this way, consumers enjoy a Mount Eden Vineyards experience — history, quality and appellation — at a more con- sumer-friendly price. Domaine Eden Chardonnay retails for $28, and both the Pinot Noir and Cabernet Sauvignon retail for $35; the Mount Eden Vine- yards wines retail for between $60 and $70, depending on variety. "Balancing the success of both brands will be key going forward," according to Aguilar. "A strategy for a second label has to be well thought out, because those wines at a lower price point can become easier to sell than the first label. This happens when wineries ramp up production of the sister label using eith er declassified fruit or grapes sourced elsewhere. Before long, you have a 30,000-case production of the second label and the winery ends up putting more resources than expected into the sales and marketing of that label, which can become problematic if not managed correctly." Cultivating the future Given the Pattersons' success and focus on staying true to Mount Eden's princi- ples, it is unlikely that they will waver off course as they increase production of Domaine Eden wines. "I do not think it is a good idea for us to branch out and do other varieties," explains Jeffrey Patterson. "Domaine Eden will continue to be about Pinot Noir, Chardonnay and Cabernet, just as Mount Eden is." Meanwhile, the couple has already taken steps toward raising awareness of the Santa Cruz Mountains appellation. In May 2013, they conducted a seminar to 150 sommeliers in Tokyo highlighting the appellation's uniqueness. The fol- lowing month, they were one of several wineries in the Santa Cruz Mountains that hosted sommeliers for the Sommelier Journal's 2013 Terroir Experience, an event that features AVAs. Under the Pattersons' leadership, Mount Eden Vineyards has played a sig- nificant role in establishing the Santa Cruz Mountains as a prime winegrowing and winemaking region. With the addi- tion of Domaine Eden, the Pattersons believe that they now have a substantial presence in the AVA. PWV