NVG | Ahead of the Curve

Our friends at the Napa Valley Grapegrowers (NVG) held the first annual "Ahead of the Curve" on April 19. I found two presentations fascinating:

Bill Cascio, from Glazer Family of Companies, described the Global Luxury Wine Market and concluded the following: "The wine industry is changing fast from a highly fragmented supply driven agribusiness to a competitive professional luxury brand building beverage industry."

Bill closed his session with a couple recommendations, including:

1. Accept the reality that you compete with the global wine world.
2. Proceed cautiously and conservatively with price increases. Add value.
3. All tiers need to raise the game to enhance our US share.

Paul Wagner, from Balzac Communications, focused on strategies and tacticst to market your vineyard (stand out from the crowd). I particularly liked his thoughts on what makes you special:

1. If you can’t explain this in seven words or less, you will not be successful.
2. It has to be in terms that your customers care about.
3. It has to be about quality
4. It has to be true.

Kudos to the NVG for such an insightful session!