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88 WINES&VINES December 2015 MARKETING WINE EAST has been beneficial in creating an awareness of the wine and grape industry, particularly with the re- search dollars that have produced important results, and that success in the research area has enabled the foundation to get grants from other organizations. The main promotional goal of the foundation has always been to increase the market for New York grapes and wine. Trezise stated, "Our two-pronged promotional strategy is simple: Bring the peo- ple to the wine, and take the wine to the people. The first means tourism, the second urban mar- kets. Both are intended to get more people to discover, try and buy New York wines." Trezise contends wine trails are the core of the tourism pro- gram, and the foundation's role has been to encourage their devel- opment and provide matching funds for some of their programs. "The Cayuga Wine Trail, estab- lished in 1983, was the first in the nation and the only one in New York when the foundation was created, and (it) served as the model for others throughout the state; today there are 19," he said, adding that wine trails helped to create jobs in the predominantly rural regions. Taking the wine to the people in urban markets has been a chal- lenge for the foundation. Trezise noted, "New York City is the world's most competitive wine market, and we get no break as New Yorkers; if anything, the re- verse is true—the assumption that if it's local, it can't be good. But the Big Apple is also our 'home' market, like San Francisco is to California wines and Seattle to Washington wines. Happily, New York wineries are now making great progress, thanks in part to our 'N.Y. Drinks N.Y.' program. Now in its fifth year, it's essentially an 'exchange program' under which we bring New York City sommeliers, writers and wine store managers to the wine re- gions, and then take winery rep- resentatives into New York City for market orientation. The culmi- nating highlight is always a Grand Tasting in March." From a winery owner's point of view, Pierce thinks the N.Y. Drinks N.Y. program has been a major success. "Influential peo- ple from New York City come to New York wine regions; it creates an awareness of the New York wine industry we didn't have be- fore. It's certainly different than 1985!" Basic Hoe comes with a Hillup and a Takeaway Blade. Additional attachments include .3 Tooth Cultivator, Undercutter Blade, Rotary head, " NEW " Rolling Cultivator and "Vine Auger". The Green Hoe Company, Inc. 6645 West Main Road, Portland, NY 14769 PHONE (716) 792-9433 FAX (716) 792-9434 WWW.GREENHOECOMPANY.COM GREEN GRAPE HOE PRE - ORDER AND GET IMMEDIATE ONLINE ACCESS Receive immediate online access to the 2016 Wines & Vines Diretory/Buyer's Guide when you pre-order today. $95* gets you the most current and comprehensive print and online guide to wine and grape indus- try professionals, products and services in North America. * Print edition available mid-January 2016. Free shipping in the U.S. Rates for other countries apply. winesandvines.com/order