Issue link: http://read.dmtmag.com/i/89494
MANAGEMENT EAST COAST WATCH Who Are You? Customers thirst for the authentic stories behind wineries Marguerite Thomas is a Baltimore-based journalist and photographer who contributes wine-related articles to several national and international publications. She is the author of the books "Wineries of the Eastern States" and "Visiting East Coast Wineries." e have spent so much time over the years trying to figure out how to show people our passion for our wines, how to show our love for what we do," Scott Osborn, owner of Fox Run Vineyards in New York's Finger Lakes region, told me recently. I've known him for many years, as well as his wife, Ruth, and Fox Run winemaker Peter Bell, and I understand how genuine their passion is for their vineyards, their wines and the locale that they have helped shepherd into the limelight as one of America's finest wine regions. "The challenge has been in how to convey our story," Scott contin- ued. "We've been talking about this for years, trying to figure out which part of our story is the best way to communicate our message." SHORT COURSE An honest, compelling back story is an effective way for wineries to promote their brand, especially in the East. The eastern U.S. is rich in historic sites that might be tied to a win- ery's own narrative. Animals, distinctive locations, art and environmental causes are among the tried-and-true story themes. Stories are told through blogs, websites, label design and/or text and press releases. Training staff to share the story with visitors is also important. To suggest that wineries might effectively emphasize their iden- tity through an honest and heartfelt back story is hardly breaking news, but it's a message that I think bears repeating over and over, espe- cially in the eastern United States, where "wine country" is younger than in California, more spread out over diverse geographic regions, less cohesive in terms of promo- tion, and probably more strapped for cash. And these are all good reasons why individual vintners need to find a way to communicate their story. "A good story can show the Scott Osborn of Fox Run Vineyards in New York likes to relate the story of Lake Dana, an ancient lake that once existed on the Fox Run property. WWW.VWM-ONLINE.COM world your dedication to and pas- sion for the wines you work with," Scott Osborn said. It can also go far in helping you grab the attention of a potential client who might other- Wine labels for Virginia's Gray Ghost Vineyards feature the likeness of John S. Mosby, a cavalry commander who operated behind Union lines in North- ern Virginia during the Civil War. NOV - DEC 2012 VINEYARD & WINERY MANAGEMENT 33 wise move on to another bottle in the retail store, or head for the next winery on the tour. HISTORY BUFFS Al and Cheryl Kellert, who own and operate Gray Ghost Vineyards in Rappahannock County, Va., understood the value of a good nar- rative back in 1993, when the first vintage of Gray Ghost wine was born. Seizing on the cultural rel- evance of their new winery's loca- tion at the very southern end of what was known as "Mosby's Con- federacy" during the Civil War, they named their new venture after one of the historic heroes of this part of the world. Has the Kellerts' deci- sion to incorporate a page of the region's history into their own story been effective? You bet. MARGUERITE THOMAS