WISH THEY ALL COULD BE CALIFORNIA WINES

The Wine Institute is urging California vintners to connect their wine to the “California message.” This means focusing on California’s scenery, lifestyle and food, and projecting the already “positive impressions that Americans have of California.” Surfing anyone? “We are asking wineries to always begin their wine conversations with a few words about what makes California a special place to grow and make wine,” said Tom Klein, chairman of the Wine Institute Market Development Task Force. The Institute believes that putting forth the “California message” will better position Cali wines in the increasingly competitive U.S. market. "Calling attention to the favorable image of California and California wine further develops the U.S. market for our members and supports Wine Institute’s public policy mission," said Bobby Koch, President and CEO of Wine Institute. In doing so, a panel of experts suggested that California wine-makers be open to customer feedback and focus on highlighting the unique attributes of their winery. "We need to leverage the unique regions, creativity, ingenuity and break-the-rules approach to life that epitomizes our industry and link it to our wines," said Barbara Insel, Managing Director for MKF Research.