Vineyard & Winery Management

January - February 2012

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Page 109 of 139

MIDWEST GRAPE & WINE CONFERENCE he 2012 Midwest Grape & Wine Conference 2012 CONFERENCE & TRADE SHOW (MGWC), hosted by Vineyard & Winery Manage- ment, will take place from Thursday, Feb. 9 to Sun- day, Feb. 12, at the St. Charles Convention Center in St. Charles, Mo. The event will include a two-day trade show, along with four full days of sessions on marketing, viticulture and enology. The MGWC is the third-largest wine industry trade show in the United States. This rapidly expanding event – now endorsed by wine and grape associations from seven states, including Illi- nois, Indiana, Kansas, Kentucky, Michigan and Missouri – has increased its exhibitor participation by 25% from the 2011 conference. What's behind the dramatic growth? "MGWC has 26 years of trade show and conference experience," said conference director Rozanna Benz. "The event brings together sought-after speakers, relevant seminar topics and more than 170 exhibitors, making it the largest show in the Midwest." Preview Fast-paced growth and new products define the 27th annual event By Jennifer Strailey CONFERENCE SESSION HIGHLIGHTS At the MGWC, winemaking, vineyard and tasting room decision-makers will be able to access the latest information and insights from moderators including: Viti- culture Moderator Keith Striegler, Ph.D., from the Univer- sity of Missouri; Enology Moderator Marco LiCalzi of the University of Missouri; Elizabeth Slater, founder of the Windsor, Calif.-based In Short Direct Marketing, serving as the "How to Sell Anything" moderator; and Market- ing Moderator Paul Wagner of Balzac Communications & Marketing in Napa, Calif. Conference sessions will run the gamut, from basic viticulture sessions – debuting this year – to the return of the marketing, enology and viticulture sessions. On Thursday, the conference kicks off with sessions designed to teach you "How to Sell Anything." With that in mind, Slater will lead a morning session entitled, "Draft Messaging that Sparks Interest and Sales." Later on, the basic viticulture series will address "Pest Man- agement (Diseases, Insects and Weeds)" with Andy Allen of the University of Missouri. On Friday, concurrent sessions will be offered in intro- ductory enology, advanced viticulture and enology, and marketing. At a morning session on "Wine Marketing Basics," Wagner will teach attendees how to develop a business plan, create sales projections, estimate market size and create a unique selling proposition. Those inter- ested in advanced enology can opt for "Innovations on Acid Adjustment and Tartaric Stability Prediction by an AT A GLANCE Conference: Feb. 9-12 Trade Show: Feb. 10-11 Location: St. Charles Convention Center, St. Charles, Mo. Registration: Visit 110 VINEYARD & WINERY MANAGEMENT JAN - FEB 2012 WWW.VWM-ONLINE.COM

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