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4 V I N E YA R D & W I N E RY M A N A G E M E N T | J a n - F e b 2 014 w w w. v w m m e d i a . c o m ON THE COVER: Will sweet and not-so-serious wines inflict damage on the image of the U.S. wine business? Industry heavyweights weigh in. Graphic: Chris Sittner Are Pop Wines Hurting Brand California's Image? Are 'Pop Wines' a Threat to the Soul of Wine? Harvest 2013 Conference Previews Batonnage Benefits JANUARY - FEBRUARY 2014 WWW.VWMMEDIA.COM NORTH AMERICA'S LEADING INDEPENDENT WINE TRADE PUBLICATION 36 86 108 42 62 68 74 80 122 128 132 JANUARY - FEBRUARY 2014 | VOL.40 NO.1 COVER STORY Are 'Pop Wines' a Threat to the Soul of Wine? Industry leaders debate the effects of marketing-driven wines. By Tina Caputo TRADE SHOW FOCUS Unified Wine & Grape Symposium Exhibitor Survey Another optimistic year for industry suppliers V&WM 2014 Conference and Trade Show Preview A sneak peek at the Midwest Grape & Wine + Craft Brew show in Missouri and Wineries + Breweries Unlimited in Virginia VINEYARD & WINERY Harvest 2013 North American wine regions experience everything from "normal" to disaster. By Glenn McGourty, Sean P. Sullivan and David Falchek The Benefits of Batonnage Winemakers share their lees-stirring techniques. By Ted Rieger Northwest Growers Experiment with Hybrids Cold-hardy varieties show promise in cold, wet growing regions. By Mark Ganchiff High Marks for Community Colleges Progressive viticulture and enology programs offer more than workforce training. By Deborah Parker Wong Mexico's Wine Industry Grows Up New producers and tourist attractions draw attention to the Valle de Guadalupe. By Virginie Boone MANAGEMENT Plant-based Wine Packaging Biodegradable products offer eco-friendly alternatives. By Danielle Beurteaux Navigating the Self-Distribution Maze When and where does it make sense to forgo a distributor? By Jeff Siegel Proactive Budgeting for 2014 Wine businesses should make these five changes. By Rick Boland The Trade Show Issue 108 122 80 68