The Press Deck
News from the New York Wine & Grape Foundation
February 20th, 2019
Field Notes...
From Sam Filler, Executive Director
Dear Friends,
Mark your calendars for March 11th as we plan to unveil the New York Wine Tourism Marketing Toolkit. We launched this project in response to observed declining visitation to tasting rooms, and a need to refresh wine tourism marketing strategies and tactics. The toolkit will provide practical marketing advice to New York wine trails and wineries on how to increase visitation to tasting rooms and elevate visitors’ experience, to enhance New York State’s reputation as a world premier wine tourism destination.

The toolkit gathered insights primarily from two sources. One, extensive research on global trends and tried-and-true marketing best practices from other wine regions that New York state can learn from. Two, extensive research among visitors and potential visitors to New York wine regions, which was supplemented with consumer intercepts in tasting rooms and dozens of expert interviews with winery staff, winemakers, winery owners, trail members, and other partners involved in driving visitation.

The results of our research surprised us, as we discovered a strong consumer preference for visiting New York’s wine regions. We identified three factors that are driving visitation to New York wine regions:

  1. High regard for New York wine (as high as California!) There is an opportunity to market “New York wines” as a brand.
  2. Everyone is a wine expert. New York’s wine diversity is an asset, people want lots of wines to discover and try.
  3. Consumers trust their taste-buds over accolades and New York offers a low-key casual way to discover wine.

The toolkit will also identify three target audiences that represent both potential new and repeat visitors:

  1. The Next Generation - urban dwelling “Millennials”
  2. Wine is Life - “GenX” females that self-identify as wine travel enthusiasts
  3. Fine Vintage - suburban “Boomers” with significant wine knowledge

Raising the profile of the state’s offerings as a collective is a viable opportunity, given that New York wines are highly regarded by both visitors and potential visitors alike. There are no barriers to visitation other than awareness of how many wineries, wine trails, and regions to visit there are in New York—literally hundreds of wineries and thousands of wines.

A live webinar presentation will be held at 11:30am on March 11th. Register here... The toolkit will be available for download to NYWGF members and wineries from the participating wine trails that supported the project.

Cheers,
Sam
Sam Filler, Executive Director
New York Wine & Grape Foundation
B.E.V. NY (Business. Enology. Viticulture.)
Innovation is key theme at upcoming NY wine industry event.
Winemakers and grape growers looking to innovate in all phases of their operations can gain cutting-edge advice from Cornell University and other experts at the 2019 B.E.V. NY [Business.Enology.Viticulture] conference Feb. 27-March 1 at the Rochester Institute of Technology Conference Center in Henrietta, New York.” B.E.V. NY is an annual event hosted by Cornell University enology, viticulture and business experts with the mission of providing cutting-edge research updates to the New York wine industry. The theme of this year’s event is “innovation” with a focus on using alternative methods for the production and sales of wine.   Register here...

Thank You to our Unity Award Sponsors!
Each year during the B.E.V NY Conference, the New York Wine & Grape Foundation honors several individuals for their distinguished contributions to the New York wine and grape industry. We also present awards to recognize a restaurant and retailer for their promotion of New York wines, and a consumer for support of and loyalty to New York wines. We are proud to introduce the Sustainability Award for the 2019 event. Please join us at B.E.V. NY and meet the Champions of the New York wine and grape industry!
Industry News...
How That "Wine Influencer" Might Very Well be a Fraud
“Influencer” is a word many of us will have heard of at this point even if not in marketing circles where it’s the current brass ring in terms of social media advertising campaigns. In brief, the influencer is someone on social media (usually Instagram these days) whose mere mention of a specific body cream, vitamin supplement, or possibly even laxative can make sales soar. Likewise, their denouncing a product can theoretically tank it , thus why they’ve been deemed, “influencers”. Read more...
In Its Quest For Millennials, Has Wine Industry Ignored Generation X?
There has been a lot of news lately about the fact that despite the wine industry’s best intentions, millennials are drinking more spirits and beer and less wine. Much of what we are reading addresses the baby boomer generation “aging out” of wine buying either by consuming less due to medical conditions or aging in general or drinking through their cellars rather than purchasing more wine. In opinion pieces, the wine industry is chastised for failing to capture the millennials’ attention and is offered advice on how to woo them back. Read more...
Now in its 8th year, EWE is the largest winery/vineyard event held east of the Pacific states. Your members will have the opportunity to meet with nearly 240 exhibiting companies; attend workshop & conference sessions covering all aspects of the winery and vineyard business, presented by leaders in their fields; network with 1,000+ other industry professionals; and attend the numerous social & networking events. The benefits of attendance are plentiful! And for the 3rd year, the License to Steal wine marketing conference will be held in conjunction with EWE. NYWGF Members SAVE 10%. The discount code for members is 19NYWG. Register here...

Don't miss it: License to Steal (LTS) returns in 2019 with two days of sessions dedicated to wine marketing issues and ideas PLUS a new full-day workshop. Read more...
New York in the News...
20 Wines Under $20: A Little More Money for a Lot More Wine
For quite a few years I have argued that the greatest values in wine are found around $15 to $20 a bottle. For just as long, I have heard the persistent objection that $15 to $20 is too much to spend for a bottle of wine, and the suggestion that I instead focus on wines that are $8 to $10. Read more...
McGregor Vineyard Announces Black Russian Red Bash Event
This event will celebrate the latest vintage release of the winery’s most popular & sought after red wine, introducing the 2015 Black Russian Red. Visit McGregor Vineyard overlooking Keuka Lake on March 2nd & 3rd for a celebration of the Finger Lakes' most unique red wine, the Black Russian Red. The event runs each day from 11 AM to 5 PM and promises all who visit a memorable food and wine experience. This event features the release of the 2015 Black Russian Red, an estate grown wine made from Saperavi grapes blended with a variety called Sereksiya Charni, which were first grown in Georgia and Moldova, respectively. Read more...
Wine & Cheese Weekend with an International Flair!
Visit all the wineries for fabulous cheese-inspired food samples, each paired with a complementary wine. Cheese provided by Yancey's Fancy. This year, Wine & Cheese Weekend has an "International Flair!" Read more...
Welcome New Members!
The Wine and Liquor Outlet is proud to be both Lockport and Amherst, NY's top outlet offering the best selection of discount liquor, discount wine, drink mixers and more. If you're looking for alcohol, then look no further! We have Western, NY's top quality wines and liquors at outlet prices and very competitive prices. Whether you're having a quiet night in with a bottle of wine, or a night out with friends with alcohol and drink mixer, your sure to love our selection.
The Martin Group: "We’re really easy to get along with and we’ve had relationships that have lasted decades. We think that says a lot about us. It’s because our focus is on establishing truly meaningful partnerships with our clients through big ideas, attention to the smallest detail, truly personal service and a collaborative approach where we offer honest opinions and assessments and expect to be held to very high standards of conduct and excellence."
Hancock Estabrook, LLP is one of Upstate New York’s leading law firms. We represent clients in a number of different industries, offering counsel and representation on a wide array of legal topics. Our attorneys are well recognized in their practice areas for their knowledge and experience in handling complex legal matters.Hancock Estabrook prides itself on providing value to our clients with an emphasis on personal attention. Our clients range from domestic to international corporations, to middle-market businesses and start-ups.
NY Drinks NY
NY Drinks NY is a multi-pronged program that aims to promote the quality and diversity of New York wines (and other agricultural products) in the vital New York City market. Since its inception in 2011, “NY Drinks NY” has had a major impact on New York wine sales in New York City! Learn more...
Member Corner: News, Benefits, Events & More
Webinars to Explore Export Markets in the UK and Canada
Join us on March 7th from 10am to 11am to take a 'deep dive' into the
Canadian wine market.... RSVP today!

In order to help New York’s wineries navigate this complicated transition the New York Wine & Grape Foundation is working in partnership with Robert Ketchin of Ketchin Marketing, to provide education and help guide our Export strategy in that market. With the good news of additional funding being awarded to the New York Wine & Grape Foundation for marketing activities in Canada, now is the perfect time for wineries to explore expanding their business!
Join us on March 13th from 10am to 11am to take a 'deep dive' into the
UK wine market... RSVP Today!

Westbury Communications and thew NYWGF are pleased to be working on exciting initiatives this year. Activities in the UK market will include a series of events designed to promote wineries currently in the UK market, as well as highlight new producers seeking a distributor or a partnership with on-trade. Please join us on this hour-long webinar for an in-depth look at the wine market in the UK, how to prepare for export, an overview of marketing activities being planned for the coming year, and much more.
Upcoming Wine Competitions...
Don't forget that the New York Wine & Grape Foundation subsidizes 50% of our members' entry fees intro approved competitions through our longstanding program. Check out the list of competitions and instructions for entering here.
Ultimate Wine Challenge
Ultimate Wine Challenge™ provides the most expert and authoritative evaluation of wines for producers, marketers, importers, distributors and retailers available. Careful, meticulous evaluation of each product. Powerful marketing support and collateral that helps build your brands and further promote your products. Learn more and enter this competition.

Ultimate Wine Challenge (UWC) is crazily insistent about judging methodology that radiates with integrity. That being the case, we're admittedly a bit unhinged to:

  1. Judge small flights of only 2 to 8 wines. (Sounds nutso, but small flights maintain a level playing field by keeping the judges fresh and alert.)
  2. Insist that each wine goes through multiple judging panels. (To give each wine every chance to highlight its finer attributes.)
  3. Build the UBC Evaluation Center in Hawthorne, NY. (So that UWC's judging environment is consistently pristine, clinical, and conducive to focused tasting.)
  4. Secure the services of today's foremost wine experts. (It isn't insane to want your wines analyzed by sommeliers, Masters of Wine, and wine educators.)
Finger Lakes International Wine Competition
The Finger Lakes International Wine Competition (FLIWC) that is run by, and benefits, Camp Good Days is in its 19th year. It was started to raise funds for the programs provided free of charge to all children and families affected by cancer as well as to shine light on all the wines in the Finger Lakes region. FLIWC has become one of the largest charitable wine competitions in the world and we are proud to say that 90 cents of every dollar raised goes directly towards Camp Good Days' programs. In 2018, we had 16 countries enter more than 2,800 wines, judged by 52 prestigious judges from 9 countries, maintaining the highest international judging standards. Each wine is presented blind to the judges with only the grape or blend identified. No indication of geography, vintage, or price point is shared, ensuring totally unbiased evaluation given to each wine. FLIWC will be held on April 13 & 14, 2019 at the Holiday Inn Downtown, with a entry fee of $55. Register here

And the New York Wine Winners Are...
Congratulations to these Wineries, All Awarded Gold in the
2019 Florida State Fair International Wine Competition!
Gold awarded to Black Willow Winery 2017 Bare Cut Blush
Gold awarded to Keuka Spring Vineyards 2017 Apres Vignoles
Gold awarded to Keuka Spring Vineyards 2018 Vidal Ice wine
Gold and Best Dessert Wine awarded to Keuka Spring Vineyards 2017 Riesling Ice wine Gold awarded to Keuka Spring Vineyards 2017 Lemberger
Gold awarded to Lakewood Vineyards 2017 Dry Riesling
Gold and Best Sparkling awarded to Lakewood Vineyards 2017 Bubbly Catawba
Gold awarded to Lakewood Vineyards 2017 Riesling
Gold awarded to Lamoreaux Landing Wine Cellars 2017 Estate Grown Vidal Ice
Gold awarded to Liberty Vineyards & Winery 2015 Sparkling Riesling
Gold awarded to Thousand Islands Winery Captain's Select
Gold awarded to Wagner Vineyards 2017 Estate Bottled Riesling Select
Visit Us at Vinexpo New York Next Month!
On Tuesday, March 5, look for the New York Wine & Grape Foundation , at Vinexpo NY. We will be hosting world-class wine producers from across New York State. This promises to be an eye-opening opportunity for attendees who want to know more about one of the world's premier regions for cool and cold-climate viticulture.
Join our New Consumer Newsletter: WineVine!
Want to Learn More About New York Wines? If you're a New York State wine enthusiast you don't want to miss our email newsletter focused on insider news and behind the scenes access for consumers featuring industry interviews, tips, trends, awards, and special events. Click here to sign up . Check out the first ever edition of WineVine.
Upcoming Wine Trail Events