Issue link: http://read.dmtmag.com/i/111102
crucial to the success of this type of endeavor, noted Jim Trezise, president of the New York Wine and Grape Foundation, who has worked with similar efforts in New York and elsewhere. "There needs to be a genuine listening mechanism so that people who have concerns with the program will be able to ask questions," he said. "Whatever mechanism you use, you need to make sure your i's are dotted and your t's are crossed, and be vigilant during the entire process." So far, the TWGF program has no specific budget or funding goal, Myers said, but that should be firmed up by spring. The current plan calls for a combination of voluntary payments from member wineries; revenue-generating events like wine festivals; and sponsorships from industry vendors. "We can't ask the industry for an assessment or a check-off until we prove that this can work," explained steering committee member Steve Newsom, who owns Amanecer Vineyards in West Texas and is the president of the Texas High Plains Winegrowers Association. "We have to prove that this is a viable approach that offers a program the industry can't live without. And we need to do that by finding funding sources who believe in us." The TWGF is working with a blueprint to fund programs that will boost demand for Texas wines, emphasizing what Newsom calls "pull-through marketing" (marketing the Texas "brand" rather than individual products). One focus will be wine tourism, not only because of the drop-off in winery visits over the last year, but because many of the state's smaller wineries sell as much as two-thirds of their wine through their tasting rooms. Also, the foundation wants to resume marketing to the trade and media. It's bad enough that Texas wineries have found it more difficult to get onto retail shelves over the last year, Myers said; the bigger problem is the loss of exposure. Retailers and restaurants need constant reminders that Texas wine is available and improving in quality. w w w. v w m media.com NOT FROM THE STATE The industry is not counting on the $500,000 from the TABC to fund any of its programs, though it will work with the agriculture department to identify areas in which each can spend money. In this, the Texas industry's decision to move away from state funding, Trezise said, should prove an example for much of the country. "This is going to become more common," Trezise explained. "If you're going to rely on public funding, it's like going to Las Vegas. You're gambling on your industry's future. It's a good thing for the local wine industry to take more and more control when it can." In fact, the question is not whether the foundation program will succeed in Texas, say several steering committee members. There is no choice – it has to work, because few expect state fund- ing to return. State officials have already called for a 10% cut over two years. "We don't want to be dependent on government funding, because then the same thing can happen to us again," Newsom said. "If you look at other industries in the state, like cotton, they've been able to grow without that kind of government funding. Yes, we'll have a harder sell than something like cotton, but we have a phenomenal product. We just need to let consumers know about it." Jeff Siegel writes regularly about Texas wine for a variety of consumer and trade publications. To see more of his work, visit his blog at www.winecurmudgeon.com. Comments? Please e-mail us at feedback@vwmmedia.com. ited lim Un #230 es eri ooth Win s at b At e u Se CHOOSE ALL AMERICAN We carry a complete line of wine bottles, corks and capsules in many colors, shapes and sizes – and our centrally located Pennsylvania warehouse services the eastern United States. All American has it all. For more information, please contact: Lissa McLaughlin (727) 321-8879 lmclaughlin@ allamericancontainers.com Roberta Parmelee (315) 585-6045 rparmelee @allamericancontainers.com www.aacwine.com Wine Warehouse in Belle Vernon, Pennsylvania • Sales Offices & Warehouses in Miami, Tampa, Atlanta, Puerto Rico, NJ and CA M a r - A p r 2 0 13 | V I N E YA R D & W I N E RY M A N A G E M E N T 85