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6 V I N E YA R D & W I N E RY M A N A G E M E N T | M a r - A p r 2 0 13 w w w. v w m m e d i a . c o m 52 46 MANAGEMENT (cont.) Q&A: Pete Seghesio Former Seghesio Family Vineyards CEO talks about the rise and recent sale of his family's 100-year-old brand. By Tim Teichgraeber Winery PR Gets Creative Wineries find ways to successfully stand out. By Robert Larsen COLUMNS & DEPARTMENTS News in Focus A closer look at the industry's top news headlines. By Michelle Locke Uncorking PR: Learn to Win It's spring training time for wine writer season. By Paul Wagner Wine Wise Marketing: Know Thy Distributor Brand pros share advice for working with wholesalers. By Elizabeth Slater Market Watch: When Less is More Chardonnay haters are being won over by unoaked versions. By Tim Teichgraeber East Coast Watch: Information Stations A wealth of resources is available to budding growers and vintners. By Marguerite Thomas Soil & Cellar: Estimating Your Crop Methods for achieving optimum accuracy. By Remi Cohen End Post: Give it Up for Champagne California sparklers need a name of their own. By Tyler Colman 104 108 13 17 21 25 29 33 118 Vineyard & Winery Management (ISSN 1047-4951) is published bi- monthly by Vineyard & Winery Ser- vices, Inc. Business office is located at 421 E Street, Santa Rosa, CA 95404. Tel: (707) 577-7700. George Christie, president and publisher. Cover and contents are copyright protected © 2009. Unauthorized du- plication prohibited. Periodical Post- age Paid at Santa Rosa, CA and ad- ditional mailing offices. Postmaster: Please send Form 3579 to Vineyard & Winery Management, Box 14459, Santa Rosa, CA 95402-6459. ............63 ............41 ............17 ............22 25 21 33 104 Editor's Desk Spotlight Suppliers Guide: Oak Alternatives Calendar Advertisers Index 10 112 114 115 116