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TRADESHOW - Thursday, March 20, 2014

SESSIONS: Wednesday-Thursday, March 19-20, 2014

Wednesday, March 19 - 8 am - 5 pm
The Pavilion & Special Event Center Buildings

8 am – 5 pm Registration Open
9 am – 10:30 am GENERAL SESSION - Vintage Update & Outlook sponsored by Criveller

Lowell J. Zelinski, Ph.D. WiVi Host/Owner – Precision Ag Consulting
Nat Dibuduo, President – Allied Grape Growers
Steve Lohr, CEO – J. Lohr Vineyards & Wines
John Kochis, President – Gemini Consulting
Nick Frey, Past President – Sonoma County Winegrowers

The wine industry is constantly evolving. Learning from the past and looking towards the future is necessary to keep your wine business on the cutting edge. WiVi 2014 will open with a look back at the 2013 wine grape growing year with WiVi host and Paso Robles vineyard manager, Lowell J. Zelinski, Ph.D. and a review of the nursery report presented by Nat Dibuduo of Allied Grape Growers. Next, the session will include a look at what the future holds for the Central Coast in light of recent sub-appellation developments from Steve Lohr and John Kochis, and conclude with a discussion on what the Central Coast can learn from the Sonoma County conjunctive labeling experience led by Nick Frey, Past President, Sonoma County Winegrowers.

10:30 am – 10:45 am BREAK

10:45 am – 11:45 am


DTC – Brand Check: Five ways to improve your brand and long-term wine sales
Ian Blackburn, Founder - and

Is your brands approach helping or hurting sales? Do you have a quality story? Is your website turning your customers on or off? Candidate for the Master of Wine and Wine Business Entrepreneur/Educator Ian Blackburn, Founder of will take you through a brand check so you can determine the strengths and weaknesses of your brand. He’ll discuss ideas to help brand your brand, how to write your quality story, the importance of label design, critical website basics, and how to connect with the best and inspire the rest with a wine marketing diagnostic check-up.

Enology – The Halter Ranch Barrel Comparison Tasting
Kevin Sass, Winemaker – Halter Ranch

Most wineries wonder if their barrel choice is correct and few have the luxury in either time or dollars to perform a multi-barrel comparison, using the same wine. In this presentation, Halter Ranch winemaker Kevin Sass will give you an opportunity to taste how French and American oak barrels from different coopers with varying toast levels influence the taste of his 2012 Cabernet Sauvignon. You’ll learn how and why Kevin conducts the experiment, and then get to taste seven wines produced from the experiment along with Kevin and Chris Hansen from Seguin Moreau.

Viticulture – Top 10 Minor Wine Varieties and the Benefits of Growing Them
Diego Barison – Nova Vine Nurseries

The Central Coast is blessed with the ability to grow many different varieties of wine grapes, but only a few of the hundreds available comprise most of the acreage. Once you get passed Pinot Noir, Chardonnay, Cabernet Sauvignon, and Merlot, what else is available, and what do you need to know about them? Novavine’s Diego Barison, who has been developing grapevines with nurseries in Europe and the U.S. since 2005, will introduce you to the Top 10 Minor Varieties ON THE Central Coast and discuss the benefits of growing them.

11:45 am - 1:15 pm LUNCH sponsored by RaboBank America
Keynote Speaker: Vernon Crowder, Sr. Vice President and Sr. Analyst for Rabobank Food & Agribusiness Research and Advisory (FAR) Group
1:15 pm – 2:10 pm BREAKOUT SESSION 2

DTC – Demystifying Social Media Marketing
Nick Cavarra, Owner – Social Punch Marketing

Whether you currently use social media channels or not in your winery marketing, they are important tools that should not be overlooked. Nick Cavarra of LA-based Social Punch Marketing pulls no punches in showing you how to get the most out of your social media activities, including how to choose which tools are right for your winery, and how to develop content and balance SM marketing with your other marketing efforts. He’ll also show you how wineries are using them to gain visibility, develop relationships and drive sales.

Enology – Managing VA and other biological problems in the Winery
Anita Oberholster, Ph.D., Specialist in Enology – University of California Cooperative Extension, Davis

Making high quality wine consistently is not an accident. It takes a bit of luck, good fruit and attention to detail in the winery. Few things are as depressing as discovering that a wine you have worked hard to vinify is slipping into high VA or having other biological issues. Dr. Anita Oberholster will share her experience and recommended practices for managing VA and other issues in the winery.

Viticulture – Choosing the right vineyard management company for your operation
George Donati, General Manager – Pacific Vineyard Company
Richard Smith, Owner – Paraiso Vineyards
Steve McIntyre – Monterey Pacific

There are many facets to operating a vineyard. As premium wine grape growing becomes more demanding, many vineyard owners are turning to vineyard management companies or viticulture consultants to manage or assist with the vineyard. As the owner, you will have a special relationship with whomever you choose. This session will discuss what to look for and the pro's and con's of these relationships.

2:10 pm – 3:00 pm BREAKOUT SESSION 3

DTC – Planning Successful Winery Events (Panel Presentation)
Moderator: Lesley Berglund, Chairman – WISE Academy

Events can and should be part of your DTC plan for profits. Although often untapped, it’s one of the fastest growing channels of consumer direct. From clarifying your goals to planning and budgeting for well-executed, successful events, this panel will help you achieve your financial goals with on-site and off-site events management. Hear local winery events success stories and also review wine industry best practices.

Enology – The Missing Links: Linking Chemistry and Microbiology for Better Winemaking
Richard DeScenzo, Ph.D., Microbiology Group Leader – ETS laboratories

Most winemakers rely on various chemical analyses in order to make decisions during the winemaking process. Many winemakers also utilize analyses to determine the microbial populations at different time points in the production of their wines. There is a powerful synergy between these two data types that provides the ability to prevent spoilage by recognizing potential problems before they occur. Join ETS laboratories to look at real-world case studies demonstrating the potential for integrating chemical and microbiological analyses to recognize conditions that can lead to spoilage. Examples of problems occurring throughout the winemaking process will be discussed. Data from before and after the problems appear will be presented with an emphasis on early recognition of the potential for problems.

Viticulture – The Canopy Commitment: An In-Depth Discussion on Successful Canopy Management Practices
Dan Rodrigues, President – Vina Quest, LLC

With most crops, once you get passed irrigation, fertility and pest management, you are 99% of the way to producing a successful crop. For most Central Coast growers who produce premium quality wine grapes, this is not the case. Successful canopy management is a long-term commitment that begins with pruning and continues throughout late season fruit drop of under-ripe clusters. Current Cal Poly instructor and owner of his owner vineyard consulting firm, The speaker will enlighten us on some of the tried and true methods of successful canopy management.

3:00 pm - 3:15 pm BREAK
3:15 pm – 4:10 pm BREAKOUT SESSION 4

DTC – Best Practices for Effective Wine Club Management, Part I – How to Build A Successful Wine Club (Panel Discussion)
Moderator: Lesley Berglund, Chairman – WISE Academy

Is your wine club your largest, most profitable consumer-direct channel and continuing to grow? It should be. Wine industry expert Lesley Berglund will discuss effective wine club design then you’ll hear about local wine club success stories presented within the framework of wine industry lessons for success and traps to avoid.

Enology – Grenache Varietal Focus Tasting I
Lance Cutler, Winemaker/Contributing Writer – Wine Business Monthly

Until WiVi, you’ve only been able to read about Wine Business Monthly’s Varietal Focus series tastings. Now you can experience one. The Varietal Focus Series has become one of the most popular features in the magazine. For each article, contributing writer/winemaker, Lance Cutler selects a varietal, picks three regions known for that variety and invites three winemakers from each region to participate. The ninth article in this popular feature will feature Grenache – a variety that’s quickly becoming one of the Central Coast’s most popular Rhone varietals. You’ll have an opportunity to taste and compare the differences between Grenache made in the French and Spanish styles from Sonoma, Sierra Foothills and Central Coast appellations, and discuss it with the winemaker panel.

Viticulture – Are you stressing out your vines? The measurement and interpretation of grape vine water status
Lowell Zelinski, Ph.D., Owner – Precision Ag Consulting and Co-Owner – WiVi Central Coast

Irrigation management of wine grapes is a critical component of successful vineyard management. There is a saying: “if you don’t measure it, you can’t manage it,” and irrigation is no exception. The measurement of vine water status, either directly or indirectly, is the first step in this process of effective irrigation management practices. There are many tools to measure vine water status – some you have heard of and some that are just coming out of the research laboratories. In this session, you’ll learn from irrigation management specialist, Dr. Lowell Zelinski how to use and interpret the readings by those who have used to instruments for many years.

4:10 pm – 5:00 pm BREAKOUT SESSION 5

DTC – Wine Club Management, Part II – Growing Membership & Improving Retention
Moderator: Lesley Berglund, Chairman – WISE Academy

In Part II of Wine Club Best Practices, you’ll learn from Lesley Berglund and a group of Central Coast winery represntatives how to grow your membership and improve retention through best practices, loyalty programs, and other ways to increase incremental wine club revenue. The panelists will share their stories and best practices for growing and retianing wine club members.

Enology – Grenache Varietal Focus Tasting (continued)

Viticulture – 2014 Laws & Regs Update (TBA)
One thing that remains the same in vineyard management is the constant changes and updates in the laws and regulations regarding pest control. Most of us rely on professionals (PCA's) to help us comply with these changes, but that doesn't exempt owners and operators from knowing and complying with the laws.

5:00 pm – 7:00 pm WIVI LAUNCH PARTY – Paso Robles Event Center Frontier Town hosted by Wine Business Monthly & Precision Ag Consulting

Session attendee and exhibitor mixer that will kick-off the Thursday tradeshow in style. You’ll enjoy wood-fired pizzas and tapa-tizers from Cahoot’s Catering, Central Coast wines, hand-crafted beer and live music by The Belmores in Frontier Town at the Paso Robles Event Center.

Thursday, March 20, 2014 - Commercial Buildings 1 & 2

8:00 am – 6:00 pm Registration Open
9:00 am – 9:45 am Viticulture Session
The Development of Quality Compounds in Wine Grapes

James Kennedy, Ph.D., Professor & Chair, Department of Viticulture & Enology – California State University, Fresno

The compounds that produce the characteristics of high-quality wine grapes develop in the vineyard and are a reflection of its terrior. Terrior includes the permanent site properties such as soils, elevation, and aspect as well as the weather that Mother Nature throws at us any given season such as rainfall, temperature and sunshine. You can influence the results of these inputs through your viticultural practices. Dr. James Kennedy will describe these compounds and how your inputs affect their formation and expression in the wine.

10:00 am – 6:00 pm TRADESHOW OPEN (Commercial Buildings 1 & 2)
10:00 am – 10:45 am DTC Session (Comm. 2):
Do you know the bottom line? Why Metrics Really Matter
Lesley Berglund, Chairman – WISE Academy

How do you know if your tasting room team is winning or losing? Which DTC metrics are you using to keep score? Since team members respect what you inspect, it is these numbers – the ones you poke at – that your team will be sure to focus on if you do. Make sure you are inspecting the metrics that really matter. This session is designed to help you understand the complete DTC sales picture - you will know where to focus for improvements and understand what levers you can change to affect your bottom line.

11:00 am – 11:45 am Central Coast Wine Industry Salary Survey Session (Comm. 2)
Steve Treder, Sr. Vice President – Western Management Group

How do you know if the compensation at your winery is competitive with other wineries? Western Management Group (WMG) conducts the wine industry salary survey, the results of which are published in Wine Business Monthly each October. Steve Treder from WMG will present data showing compensation on the Central Coast and how it compares to compensation at wineries in other region of California.

11:30 am – 1:30 pm LUNCH – (Commercial Buildings 1 & 2)
12:15 pm – 12:30 pm Viticulture Product Demonstration (Comm. 1) – Product Demo Stage
1:15 pm – 1:30 pm DTC Product Demonstration (Comm. 1) – Product Demo Stage
1:30 pm – 2:15 pm Enology Session (Comm. 2)
The Winemaker Throw Down: Winemaker discussion about the hottest issues for Central Coast winemakers
MODERATOR: Bill Grant, Partner -- Krushwerks
Panelists: Don Brady, Winemaker – Robert Hall Winery
Tyler Thomas, Winemaker – Dierberg Cellars
Sabrine Rodems, Winemaker – Wrath
Scott Shirley, Winemaker – Justin Winery

Four Central Coast winemakers will tackle some of today’s hottest issues on the minds of Central Coast winemakers. This lively discussion will be moderated by Bill Grant who will throw out issues that winemakers face from fermentation through bottling and let the winemakers thrown down their answers. They’ll explore the pros and cons of simultaneous primary and secondary fermentations, how to deal with Brett in the winery, the use of Velcorin before bottling and more.

2:15 pm – 2:30 pm Enology Product Demonstration, Comm. 1 – Product Demo Stage
2:30 pm – 3:15 pm Coast Wine Industry Salary Survey Session – Comm. 2
Steve Treder, Sr. Vice President – Western Management Group

How do you know if the compensation at your winery is competitive with other wineries? Western Management Group (WMG) conducts the wine industry salary survey, the results of which are published in Wine Business Monthly each October. Steve Treder from WMG will present data showing compensation on the Central Coast and how it compares to compensation at wineries in other region of California. (This is a repeat of the 11 a.m. Session)

3:15 pm – 3:30 pm Product Demonstration (Comm. 1) – Product Demo Stage
4:00 pm – 6:00 pm REGIONAL WINE TASTING & RECEPTION (Commercial Buildings 1 & 2)

Taste the Central Coast’s versions of Bordeaux, Burgundy and Rhone wines, as well as Unique Paso Blends and Minor varietals at the ALL NEW format of the WiVi Regional Wine Tasting. You can also lounge in the 15 Degrees C Wine and Beer Garden sponsored by, enjoy appetizers from Cahoot’s Catering and live music while browsing the largest wine industry tradeshow on the Central Coast.

4:15 pm – 4:30 pm Wine & Chocolate Pairing Demonstration – presented by The Chocolate Dachshund – Product Demo Stage
6:00 pm WiVi 2014 Concludes – Enjoy continued networking with guests and colleagues in Downtown Paso Robles

2014 Sponsors

  • wine-business-monthly
  • precision-consulting
  • Criveller Group
  • ETS Laboratories
  • Vinter's Vault
  • Wines & Vines logo
  • Topco Inc.
  • The Krush 92.5
  • G3 Enterprises
  • Bucher Vaslin
  • G & D Chillers
  • Learn About Wine
  • Vino Visit
  • Radiant Firest
  • Independent Grape Growers Paso Robles
  • prwca-grow-wild
  • Monterey Wine Country
  • Santa Barbara County Vintners' Association
  • Santa Cruz Mountains Winegrowers
  • SLO Wine Country
  • Vineyard Team