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w w w. v w m m e d i a . c o m M a y - J u n e 2 014 | V I N E YA R D & W I N E RY M A N A G E M E N T 2 5 the list is good, too, but money incentives can create a relation- ship where you can become part- ners, advertise each other on social media, get something on the list by-the-glass and have it paired with food. That can be worth it for a winery. "Reach out with (pictures) of the vineyard, tell your story, talk about your vineyard practices and what makes you unique. I'd love to sit down with you and hear, 'I have something that would be great by the glass instead of a pinot noir or pinot grigio or a gewürztraminer from Alsace. Let me put them side by side and see what you think.' " APPEALING TO YOUNG TURKS In Ohio, Winchell is working on a new initiative that includes pro- moting the wines to "young turk" independent chefs. But she under- stands that the wines won't sell unless the Ohio industry can build demand by educating consumers and promoting local wine. "We are launching a new pro- gram called 'Ohio Grown,' gathering 100-300 people at a time and pour- ing only Ohio-grown vinifera wines," Winchell explained. "We want to create a consumer class that can show up at a restaurant so that the wines don't just sit on the shelf or sit on the list and turn into cooking wines, like they did in the '70s." S h e a l s o i n t e n d s t o d e v o t e resources to earning outside valida- tion from wine competitions, some- thing that has proved successful for New York rieslings and some wines from Virginia. There are two consumer groups she has in her crosshairs. "Once you get to be 50 and your kids have finished college, and you have some disposable income, and you're proud of where you came from and you want to help build the local economy, you don't care about spending an extra two bucks a bottle for a local wine)," she said. "If you're a Millennial and you're adventurous and exploratory, and all about being green and not shipping wine across the country, and you're a locavore, you're a target for us. " A s w e b e g i n w o r k i n g a t p l a c i n g w i n e s w i t h r e s t a u - rants headed by younger chefs, we need to be able to make every- body some money," Winchell said. Tim Teichgraeber cut his teeth in retail wine sales before becom- ing the wine columnist for the Min- neapolis Star Tribune. Today he is a contributor to the San Francisco Chronicle, Tasting Panel, Opus Vino and other publications, when he's not working as an entertainment lawyer in San Francisco. Comments? Please e-mail us at feedback@vwmmedia.com. Call 800.800.4865 today or visit AgLoan.com A part of the Farm Credit System. Equal Opportunity Lender. BELONGS TO YOU I BELIEVE THIS $37 MILLION American AgCredit members earned $37 million in cash dividends for 2013, making a total of more than $215 million returned to customers since 2006. Isn't it time to start reaping the rewards of membership? MARKET WATCH TIM TEICHGRAEBER