StateWays - November/December 2016

StateWays is the only magazine exclusively covering the control state system within the beverage alcohol industry, with annual updates from liquor control commissions and alcohol control boards and yearly fiscal reporting from control jurisdictions

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w w Sustainability Guide 2016• Beverage Information Group 7 In addition to listing a product's name and price, Bottlerocket displays also include other details that Geniesse likens to "the bartender's information" (what foods the wine best pairs with, etc.) and "the sophisticated consumer's information" (tasting notes, etc.). "We defi nitely identify wines that are biodynamic, organic or sustainable in the way they are formed," Geniesse says. "It's valuable and important information." Jimmy Hamilton is the General Manager and Sommelier at Legacy Wine and Spirits, located in Little Rock, Arkansas. He's currently working to develop a new store display that will easily allow customers to browse all of Legacy's sustainable wines. Hamilton believes that customers seek sustainable products for a variety of reasons, and he hopes that the new display will make it easier for green-minded consumers to identify the types of products they're interested in. QUICK SALES TIPS What are the key things to remember in order to successfully develop and market a sustainable beverage line in your operation? Here are some main takeaways: KNOW YOUR PRODUCTS. Remember, there are major differences among products touted as "organic," "biodynamic" and "sustainable." Make sure that you and your staff understand the differences when selecting which products to carry, and when articulating these product details to customers. UNDERSTAND THE BENEFITS. In addition to knowing how a product is made, take the time to fi nd out why that's important. Does a product have a health benefi t? Is all packaging recyclable? Does the product supplier support fair trade business practices? Is the product entirely locally sourced? Consumers want to know the effects of the green products they support, so make sure you can clearly articulate them. EDUCATE YOUR CONSUMERS. A prominent display showcasing green products is important, but remember that customers may be confused about what exactly qualifi es as green products, and why this is important. Incorporate some product detail into your display, or have this info easily available for customers to review. The Wente Family Remains Dedicated to its Stewardship of the Land Since 1883, five generations of the Wente family have planted, grown and harvested fruit from their estate vineyards. After more than a century of committed stewardship of the land, the fourth and fifth generations continue to lead the way in protecting the legacy and ecological health of the family's estate vineyards. "These vine "These vineyards are our legacy to our children—the fifth generation of the Wente family and beyond—and we make every effort to preserve what nature has so generously provided." Phil Wente, Fourth Generation Winegrower The family's Farming for the Future program—created with the health and well-being of its employees, the local community and the planet in mind—is a system of practices that enhances the vitality of the soils, creates a balanced, sustainable ecology, minimizes water use and reduces non-organic wastes. The initiative extends throughout the organization, including their estate wineries, The Restaurant at Wente Vineyards, The Concerts and every other aspect of their operations. The Course at Wente Vineyards is a ce Vineyards is a certified Audubon Cooperative Sanctuary, focused on conserving and restoring natural ecosystems and habitats for birds and other wildlife. Fifth Generation Winegrower Karl D. Wente says, "Sustainability has been a huge part of my family's history here and it's what we're all about." { Advertorial }

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