Good Fruit Grower

February 2013

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GOOD POINT Grapes Steve Warner, Washington Wine Commission New kid on the block As the industry comes of age, the Washington Wine Commission plans for its future. I n the worldwide winemaking billion in 2006. The industry provides nearly 28,000 will educate the next generation of Washington community, Washington full-time jobs in our state. winemakers and provide us with a better underState's wine industry is the Our communications and marketing teams are standing of the viticulture characteristics and 187-year-old new kid on reaching out to those who sell wine, those who can challenges that are unique to our climate. Research the block. best tell our story, and those who sway purchase will drive advancements to ensure Washington Although our state's first wine grapes were decisions. We weigh a variety of criteria when wines remain economically competitive, environplanted in 1825, we're still considered a teenager in selecting target markets to help ensure success, mentally sustainable, and of distinct, premium the global marketplace. Our supeand, whenever possible, we bring important peoquality. rior wines consistently outperform ple to our state. Our campaigns reach from Funding other top wine-producing regions Washington State vineyards to Washington, D.C., Funding for these marketing and education throughout the globe, yet many still cider-producing apple orchards to the Big Apple, programs comes from assessments based on grape view us as the up-and-comer. Step Seattle to Shanghai, and beyond. Wherever influenand wine sales. The commission collects 8 cents across international borders, and tial trade and media are present, Washington wine per gallon (or 1.6 cents per bottle) of wine sold and you'll also find people who confuse will be there, too. $12 per ton of grapes. Of this, 2 cents per gallon our land with the U.S. president's Our strategic plan includes three additional (0.04 cents per bottle) of wine and $2 per ton of home. pillars that aim to drive industry growth: supportgrapes support the Wine Science Center. This dichotomy between who we ing education and cutting-edge research, fostering The commission also receives U.S. Department are and how people perceive us wine tourism development, and strengthening of Agriculture grants that fund our international challenges the Washington Wine industry unity. campaigns. Commission, along with winemakAll of the world's great wine regions—Burgundy, Events such as Taste Washington that have ers and growers, to continually show Bordeaux, Tuscany, and even California—have proven successful in raising the notoriety for the world our true colors beyond succeeded with the support of a strong research Washington wine will continue to be a part of our red and white. university. In 2011, the commission board pledged outreach. Last year, the commission launched a Since joining the commission as $7.4 million over ten years to create the Washington 11-12_3/4 vert dummy new partnership with Seattle's Convention and its president in March 2012, I Hauff ChinookState University Wine10/10/12 2:24 PM The facility have Science Center. Page 1 witnessed the Washington State wine industry continue to build upon the momentum it has gained in proclaiming its identity [without catalytic converter] over the last decade. Since 2005, we've blossomed from 360 wineries to nearly 750, and we're still in our growth spurt. In October, we added our 13th American Viticultural Area, Ancient Lakes of Columbia Valley. With new vintners and wines joining our family vine, we represent an intriguing balance of old and new—not unlike the unique appeal of FORD our wines. TRITON V-10 Inspired by these trends, the commission, too, is evolving. During 2012, the year of our 25th anniversary, the commission cultivated a team of seasoned staff and talented newcomers who [without Catalytic Converter] together are carrying out an ambitious Introducing strategic marketing plan for Washington # Lower initial purchase price our newest dealer State wineries and grape growers. # Lower maintenance cost Chamberlin Distributing Co., Inc. Whereas consumers were once our priWenatchee, WA # Easier to diagnose and service mary audience, our new five-year plan 509-663-7151 targets trade and media with innovative # No more CAT burn injuries campaigns and events that build brand # Increased return on investment awareness and stimulate demand for # Reduced theft losses, eliminate costly CAT replacements Washington State wine. Call for a dealer in your area! These are results-driven objectives # Eliminates need for oxygen sensors with specific targets. For example, one of our goals is to outpace national growth of wine sales, achieving 15.8 million cases sold by 2017. 2921 Sutherland Park Dr. The investments we make in marketYakima, WA 98903-1891 ing, education, and research impact the Toll Free 1-855-855-0318 long-term vitality of our state's economy, 509-248-0318 • fax 509-248-0914 as well as our wineries. An economic impact study released last spring values the Washington State wine industry at $8.6 billion, an impressive leap from $3 Our superior wines consistently outperform other top wineproducing regions throughout the globe, yet many still view us as the upand-comer. EPA Certified V-10 Engine Go CAT Less Simplify Your Life H.F HAUFF . COMPANY INC. GOOD FRUIT GROWER FEBRUARY 1, 2013 45

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