Unified 2016: Top 5 Sessions Handpicked for Winery Owners

The Unified Wine and Grape Symposium is the leading wine industry event in the US. Each year, it brings nearly 700 exhibitors and 14,000 wine and grape industry associates under one roof. Moreover, it features sessions by industry experts on topics such as grape growing, winemaking, operations and marketing.

Therefore, Unified is a great opportunity to network with others from the industry, as well as to learn about relevant tools, trends and technologies.

The next Unified symposium is coming to the Sacramento Convention Center at the end of January, 2016. This year, big names such as Fred Franzia, Rob McMillan and Joshua Greene will be leading various sessions that will immensely benefit your winery.

No winery owner wants to miss out on all that Unified offers but it’s easy to get distracted at this mother of all wine and grape events. Therefore, we have listed the five best sessions from the upcoming symposium below. Miss these gems at your own peril!

1. Chardonnay across Five Regions:
Joint Grape Growing & Winemaking Breakout Session
January 26, 2016 | 2 – 4pm

This session will bring you deeper insights about the most widely consumed wine in the US – Chardonnay! This is where you will learn about latest consumption patterns, sales trends as well as trade secrets from veteran growers and winemakers.

For example, Peter Bell from New York will be sharing techniques and tricks for making top-selling wine. Moreover, you will get a chance to sample Chardonnay from various regions.

Moderator:
Brad Alderson, Wine and Winery Advice, California

Speakers:
Peter Bell, Fox Run Vineyards, New York
Chris Hammell, Bien Nacido Vineyard, California
Steve Rogstad, Cuvasion, California

2. Labor Pool – How Deep or Shallow Is It? No Diving
Business & Operations and Grape Growing Breakout Session
January 27, 2016 | 1:30 – 3:30pm

Employing the right staff, from your vineyard to your tasting room, is extremely crucial for winery owners and managers like you.

In this session, you will get a better understanding about finding and retaining the right employees for various tasks. Hear from panel members as they discuss relevant issues such as the pros and cons of using automation or farm labor contractors.

At the end of the seminar, you will walk out better equipped to deal with the labour challenges facing the wine industry today.

Speakers:
Terry Bates, Cornell University, New York
Amy Gardner, Wine Talent, California
Shanne Malilay, Jackson Family Wines, California
Steve McIntyre, McIntyre Vineyards, California

3. The Power of Market Disruption: A Deep Dive into Wine Consumption
Marketing & Public Relations Breakout Session
January 27, 2016 | 1:30 – 3:30pm

It is a known fact that global imports have affected the current state of wine consumption in our country. In this session panel members will discuss the factors driving this shift. Joshua Greene, for example, will look at the evolution of cultural trends in wine consumption from the 90s to present day.

Join the experts as they explore the different tactics used by winegrowers and retailers in the US to meet this challenge. Attend this session to know “who” is drinking your wine, and “why”!

Moderator:
Gilian Handelman, Jackson Family Wines, California

Speakers:
Alice Feiring, The Feiring Line, New York
Joshua Greene, Wine & Spirits Magazine, New York
Tegan Passalacqua, Turley Wine Cellars, California

4. Industry of Tomorrow
General Session
January 28, 2016 | 9 – 11:30 am

This general session will identify the emerging trends in winemaking and grape growing, marketing, human resource, technology etc., which will affect wine businesses for the next decade or so.

The seminar is being led by expert panelists from across the globe, including Lulie Halstead, CEO of Wine Intelligence from the UK. They will help you prepare for the risks and profit opportunities that are set to come your way in the upcoming years.

This can be a greatly beneficial session, especially since executing new and revised strategies for the future can be time consuming.

Introductions:
Tom Collins, Chair, UW&GS Program Development Committee

Moderator:
Rob McMillan, Silicon Valley Bank, California

Speakers:
Terry Bates, Cornell University, New York
Roger Boulton, University of California, Davis
Lulie Halstead, Wine Intelligence, England
Mark Holst, Cypress Semiconductor, California

5. Opportunities and Challenges with Agri-tourism as a Component of your DTC Marketing
Marketing & Public Relations Breakout Session
January 28, 2016 | 1:15 – 3:15pm

Attend this session to better understand the connection between agri-tourism programs and DTC marketing. The panelists will explore the value of developing an agri-tourism experience and discuss new ideas to expand your DTC marketing.

They will also share success stories of building a marketing strategy with an agri-tourism focus. In addition, the session will give you a good opportunity to network with potential partners.

Moderator:
Liz Thach, Sonoma State University, California

Speakers:
Rebecca Hopkins, Folio Fine Wine Partners, California
Dana Huber, Huber Winery, Indiana
Jessica LaBounty, Benziger Family Winery, California
John Martini, Anthony Road Wine Company, New York

This is just the tip of the iceberg! You can view the whole program schedule HERE.

We hope that this list has made it easier for you to decide how best to spend your time at the must-attend Unified Wine and Grape Symposium this year. We, at 360Winery^™, will be attending Unified and would love to meet you there with our special event-only discount. Tweet at us with #UWGS to claim your special discount!