Issue link: http://read.dmtmag.com/i/138003
EAST COAST WATCH MARGUERITE THOMAS site. Since most of his grape-based wines appear to be made from California juice or fruit, I asked DeBaker what purpose the AVA serves. "About 10 different wines" from Trout Springs will eventually carry the AVA, he said, and many wineries within the Wisconsin Ledge AVA are already displaying the new AVA on their labels. "This is a growing movement," DeBaker said. "It has gained tremendous momentum in the last 10 years. One or two wineries are a novel idea, but many constitute a destination spot … and the making of a great get-away vacation for tourists." DeBaker may have every intention of producing quality AVA-designated wines, but as he pointed out, an AVA on the label is not in itself an indication of excellence. In Michigan, Larry Mawby is somewhat more forthright about it: "In principle, any AVA must define specific geologic or other unique site distinction, maybe a bit more. But mostly it's about marketing, not informing," said Mawby, who was pivotal in securing Michigan's Leelanau Peninsula AVA (and who has been raising the bar high for serious sparkling wine under his L. Mawby label since 1978). SALES OR SENSE OF PLACE? Larry Mawby of L. Mawby winery in Michigan says AVAs are largely marketing tools. If it's mostly about marketing, what do the marketing experts have to say about the importance of the AVA system? I put the question to Kimberly Charles of Charles Communications Associates, a wine marketing communications firm in San Francisco. "The AVA system has relevance and application in the world of understanding wine and its provenance," she answered. "It's simply ahead of the curve vis a vis consumers' innate understanding of the differences. We are a relatively young wine-producing culture. In Europe, the notion of appellation ScareWindmill To birds windmill looks like a flock of birds taking offin fright. Improved double bearing for longer life. 36" dia. blades that repel birds in up to a two acre area. Effective for birds in vineyards, fruit trees, and blueberries. Effective on wild turkeys. 30 day unconditional money back guarantee. $79 plus shipping JWB Marketing To order call:(800) 555-9634 www.birddamage.com w w w. v w m media.com "In the nine years I have been making wine, I have never had a down minute with Carlsen & Associates equipment." "This is not only attributable to the quality equipment, but also the quality service" Gary McKibben - Owner Red Caboose Winery & Vineyard Meridian, TX Carlsen & Associates 707-431-2000 J u l y - A u g 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 29