Issue link: http://read.dmtmag.com/i/81015
SEPTEMBER - OCTOBER 2012 VOL.38 NO.5 WWW.VWM-ONLINE.COM VINEYARD & WINERY SEPTEMBER - OCTOBER 2012 WWW.VWM-ONLINE.COM NORTH AMERICA'S LEADING INDEPENDENT WINE TRADE PUBLICATION Lake County Vigilance 38 Cover Story: Vigilant About Lake County Video Marketing Strategies Detecting Vine Viruses Choosing a New Leader Vigilance Winery shows the value of the region's wines. By Virginie Boone ON THE COVER: A longtime champion of Lake County grapes and wines, Clay Shan- non aims to strengthen the region's reputation with Vigi- lance. Photo: George Rose, www.georgerose.com. 74 Detecting Virus on Your Vines A comparison of modern laboratory methods and technologies. By Judit Monis MANAGEMENT 44 Video Marketing Goes Viral Conceptualizing and creating effective winery videos. By Tina Caputo 52 Point of Sale Gets a Mobile Makeover New systems bring the wine industry into the 21st century. By Deborah Parker Wong Vineyard & Winery Manage- ment (ISSN 1047-4951) is published bimonthly by Vine- yard & Winery Services, Inc. Business office is located at 421 E Street, Santa Rosa, CA 95404. Tel: (707) 577-7700. Robert Merletti, president and publisher. Cover and contents are copyright protected © 2009. Unauthorized duplication prohibited. Periodical Postage Paid at Santa Rosa, CA and additional mailing offices. Post- master: Please send Form 3579 to Vineyard & Winery Manage- ment, Box 14459, Santa Rosa, CA 95402-6459. The wine ring is a copyrighted device of Vineyard & Winery Management. 58 Preparing for an Ownership Change Tips for a smooth transition when your winery changes hands. By Rob Morris 64 How to Get a Business Loan – in Good Times and Bad Start with a sound business plan and good leadership. By Adam Beak 70 Selecting and Training Your Company's Next Leader Succession planning is an often-neglected yet vital task. By Greg Scott 80 Scene at: The 2012 NextGen Wine Competition The fourth annual competition pinpoints Millennials' wine preferences. Tasting room transactions are going mobile. page 52 Wineries can create great videos with or without professional help. page 44 There are multiple ways to detect grapevine viruses. page 74 4 VINEYARD & WINERY MANAGEMENT SEPT - OCT 2012 WWW.VWM-ONLINE.COM