Issue link: http://read.dmtmag.com/i/111102
bread from wild yeast, a brewer who produced beer from wild yeast and a professor who specialized in yeast. The group was brought together with Franciscan winemaker Janet Myers in a panel presentation. Each panelist talked about how wild yeast worked in the production process and, with the help of a moderator, there was a lively discussion among the panelists and the media audience. The presentation was supplemented by a walkaround tasting at which guests sampled the bread, beer and wine made with wild yeast and spoke with the experts one-on-one. WINES IN CONTEXT Eddy worked with his Middleton Family Wines marketing team on their Walla Walla, Wash., wine brand, Cadaretta, to develop a roadshow tasting that engaged key buyers, sommeliers and writers in a discussion about what defines Washington state wine. The goal was to start a conversation about what makes Washington special. The winery's brand message is that Cadaretta is unique and distinctive because of where its estate grapes are grown and the way in which it produces its wines. Yet the idea behind the presentation was to encourage people to think of Cadaretta as an example of what Washington does best. The tasting Eddy organized placed more emphasis on Washington's geology and climate than on his brand, and included other Washington wines with Cadaretta as examples. By emphasizing the state's geology and including other wines, Eddy elimi- 110 V I N EYARD & WINERY MANAGEMENT | To educate people about the importance of clones, Rodney Strong Wine Estates developed a pinot noir clone tasting kit and held themed seminars. nated the perception of blatant selfpromotion that can so often turn off media to attending a PR event. CREATIVE CLONES At Rodney Strong Wine Estates, which includes Rodney Strong Vineyards and Davis Bynum, I worked with our director of education, Stefen Soltysiak, and Davis Bynum winemaker Greg Morthole to develop a pinot noir clone tasting kit. We were moving in the direction of recommitting the brand to only single-vineyard wines and wanted to link back to the pinot noir heritage of Davis Bynum and foretell its future. Key buyers, sommeliers and media were invited to a tasting and panel discussion that included the winemaker and founder. Attendees Mar - Apr 2013 tasted six different pinot clones and two finished single-vineyard pinots, one made from a single clone. By presenting the clonal tasting, we provided a unique experience and demonstrated the geeky, intellectual side of high-end pinot noir. It also connected the history of the brand to what's current and relevant about it today. In addition, while the tasting kit was intended to include a panel discussion along with audience Q&A, it was also packaged with presentation instructions so that we could send it to our sales reps to use with their wholesaler teams wanting wine education for themselves or their key accounts. CUTTING THROUGH CLUTTER The key take-away from each w w w. v w m m e d i a . c o m