Joint Declaration to Protect Wine Place & Origin. Press Kit

Transcription

1 Joint Declaration to Protect Wine Place & Origin Press Kit OCTOBER 2011

2 FOR IMMEDIATE RELEASE: CONTACT: Julia Louise Krahe, October 19, 2011 Jade Floyd, NEW POLL SHOWS BROAD SUPPORT FOR WINE TRUTH-IN-LABELING Unprecedented Coalition of International Wine Regions Joined By Notable Chefs in Effort to Protect Wine Place Names NEW YORK Leadership from 15 of the world s premier wine regions came together along with renowned chefs from around the globe to call on policymakers to heed growing consumer demand for wine truth-in-labeling. Results from a recent poll of U.S. consumers, conducted by Public Opinion Strategies, released today found that Americans, in particular, have very strong feelings about the role of location in making wine-purchasing decisions. Key findings from the poll of 1,000 U.S. wine drinkers include: 79 percent consider the region where a wine comes from an important factor when buying a bottle of wine; 75 percent report they would be less likely to buy a wine if they learned that it claimed to be from a place like Champagne, Napa Valley or Oregon, but in actuality was not; 84 percent think that the region a wine comes from is extremely important in determining its quality; 96 percent say that consumers deserve to know that the location where wine grapes are grown is accurately stated on wine labels; and 98 percent support establishing worldwide standards for all winemakers that would require that they accurately state the location where wine grapes are grown on wine labels. In over 20 years of polling, rarely have we seen such strong feelings on an issue like this, said Rob Autry, partner of Public Opinion Strategies and the lead pollster on this project. Consumer sentiment this strong is a clear signal that Americans care a great deal about the location a wine comes from and clearly want ready access to that information when looking at a bottle. Perhaps most troubling was the fact that despite broad interest in wine location from all sectors of the U.S. wine-consuming populace, when presented with two labels to compare side by side, most consumers were unable to determine the correct origin of the wine. This underscores the challenges winemakers face with current labeling laws. The research released today shows consumers are more focused on product origins than ever before and it isn t just a passing concern, but one they feel extraordinarily strong about, said Linda Reiff, executive director of Napa Valley Vintners. When a place name is misused, a part of the identity of that distinctive wine region is lost and consumers can be misled. This poll shows that U.S. consumers understand this and are looking for clear labeling of wine place names when they purchase wines. - more -

3 The 15 regions gathered here today agree that great wine is made in unique places all over the world and that these unique place names must be protected. A failure to do so undermines all of these wine-growing regions and, as the research shows, runs counter to the expectations of the consumer, said Bruno Paillard, representing the Comité Interprofessionnel du Vin de Champagne. People want to know where their wines come from. The Declaration signatories have taken a global stand for truth-in-labeling and we are committed to working together to maintain and protect the integrity of wine place names. The poll was released by the signatories to the Joint Declaration to Protect Wine Place & Origin, a coalition first formed in 2005 when the initial global declaration was signed. The organization has since doubled in size, welcoming its two newest members Rioja and Long Island at this year s meeting in New York. In addition to the growing number of wine regions joining the campaign to protect place names, some of the world s preeminent names in food and wine have joined hands with the coalition as well. An open letter was released today signed by chefs and sommeliers lending their support for truth in wine labeling. Signatories include Thomas Keller from Per Se and the French Laundry; Ferran Adrià from El Bulli; Daniel Boulud from Daniel; Gérard Margeon from Alain Ducasse; Wolfgang Puck from Wolfgang Puck Restaurants; Antoine Hernandez from Joël Robuchon; Michel Richard from Citronelle; José Andrés from Jaleo and minibar; Pontus Elofsson from Noma; Charlie Palmer from Charlie Palmer Restaurants and many others from around the globe. We support the Joint Declaration to Protect Wine Place & Origin because place names are central to understanding the foods and wines we work with every day, says José Andrés, a James Beard Award-winning chef with restaurants in Washington, D.C.; Las Vegas and Los Angeles. We celebrate foods and wines from all over the world every day, because they bring special elements to the table and we believe that clear labeling is central to this experience. Americans care about where their food and wine are from more than ever before, so we must stand together to ensure that consumers accurately receive the location-driven products they desire, says Chef Ken Frank of Napa Valley's landmark restaurant, La Toque. The coalition hopes that the clear and resounding results of consumer survey data, combined with the accelerated interest on the part of chefs and other food and wine experts and an overwhelming majority of the world s leading wine regions now working in unison will push lawmakers and others around the globe to better protect wine place names in the U.S. and beyond. By signing the Declaration, the 15 wine regions have collectively affirmed that geographic names are fundamental tools for consumers to identify the wines from specific wine-growing areas. In their meetings today in New York, the regions renewed their commitment to working together on the consumer education and public advocacy necessary to ensure that these names are protected and respected worldwide. The Joint Declaration to Protect Wine Place & Origin was originally signed on July 26, 2005, and now has the support of 15 international wine regions including Champagne, France; Chianti Classico, Italy; Jerez, Spain; Long Island, New York; Napa Valley, California; Oregon state; Paso Robles, California; Porto, Portugal; Rioja, Spain; Sonoma County, California; Tokaj, Hungary; Victoria, Australia; Walla Walla Valley, Washington; Washington state; and Western Australia. These quality wine regions have come together to foster the growing global recognition that location is the most important ingredient in wine. To lend support and read the full text of the Declaration, visit ###

4 Today, Wine is as American as Apple Pie It s time for America to take its place at the world s table. This year the U.S. became the world s largest wine-consuming economy: wine is now fully a part of the American culture. Consumers across the country are far savvier and are paying greater attention to where the products they consume originate, whether that be farm-to-table foods at the dinner table or vineyard-to-table wines from across the country and around the globe. As proud wine and culinary professionals, we are taking a leadership role to bring truth in wine labeling to the forefront to help consumers as well as culinary professionals navigate the everexpanding world of wine. But, we have some old bad habits we collectively need to resolve to provide an honest environment for us all. Just as Florida oranges can only come from Florida and Idaho potatoes can only come from the fields of Idaho, wines labeled Napa Valley can only come from America s renowned Napa Valley and those labeled Champagne can only come from the famous Champagne region in France. There are no substitutes for any of these location-driven products. To continue to guide consumers with truth-in-labeling on a bottle of wine and to create credibility in the products we promote and purchase, it s time for us to speak up about this issue. We ask you to add your name, as we have, to this initiative at to show we are proud and respectful of our burgeoning wine heritage. Sincerely, Ferran Adrià Executive Chef, El Bulli (Spain) Joxe Mari Aizega Director, Basque Culinary Center (Spain) Fahd Alaoui Wine Director, Deer Patch Inn (Illinois) José Andrés Executive Chef, Think Food Group (D.C.) Cathal Armstrong Executive Chef, Restaurant Eve (Virginia) Patrick Borras Chef/Sommelier, Restaurant Pierre Gagnaire (France) Daniel Boulud Executive Chef, Daniel (New York) Alexandre Brard Sommelier, The Wynn (Nevada) Lorenzo Cañas, Executive Chef, La Merced (Rioja) Harley Carbery Wine Director, Joël Robuchon Restaurant (Nevada) Tom Colicchio Executive Chef, Craft Restaurants (New York) Mortiz Drost Sommelier, Pampas Restaurant (California) Ignacio Echapresto Executive Chef, Venta de Moncalvillo (Spain) Carlos Echapresto Executive Chef, Venta de Moncalvillo & President, La Rioja Sommelier Association (Spain) Ken Frank Executive Chef, La Toque Restaurant (California) Wesley Genovart Chef/Sommelier, SoLo Farm & Table (Vermont) Teresa Gomes Sommelier, Wine Solutions (Portugal)

5 Antoine Hernandez Chef Sommelier, L Atelier Etoile de Joël Robuchon (France) Steve Hua Sommelier, Stripsteak at Mandalay Bay (Nevada) Daniel Johnnes Wine Director, Daniel Boulud's Dinex Group (New York) Thomas Keller Executive Chef, The French Laundry (California) Chris Kobayashi Executive Chef, Artisan Restaurant (California) Shandi Kobayashi Wine Director, Artisan Restaurant (California) Christopher Kostow Executive Chef, Restaurant at Meadowood (California) Elyse Lambert Sommelier, Le Local (Canada) Alexander LaPratt Sommelier, Daniel Boulud s db Bistro Moderne (New York) Antonello Maietta President, Italian Sommelier Association Gérard Margeon Sommelier, Alain Ducasse (France) Cédric Maupoint Sommelier, Shangri-La Hotel (France) Michael Mina Executive Chef, Michael Mina Group (Nevada) Michael Nahabedian Proprietor, Naha Restaurant (Illinois) Pontus Elofsson Sommelier, Noma (Denmark) Charlie Palmer Executive Chef, Charlie Palmer restaurants (New York) Francis Paniego Executive Chef, Echaurren el Portal and Marqués de Riscal Winery (Spain) Rui Paula Executive Chef, D.O.P. and D.O.C. (Portugal) Cindy Pawlcyn Executive Chef, Mustards Grill (California) Jamie Pellar Wine Cellar Master, Cyrano's Bistrot and Wine Bar (Illinois) Guillermo Pernot Executive Chef, Cuba Libre Restaurant (Pennsylvania) James Porter Executive Chef, Petite Maison (Arizona) Phil Pratt Sommelier, 21 Club (New York) Wolfgang Puck Executive Chef, Wolfgang Puck restaurants (California) Bertrand Rabusseau Sommelier, La Queue de Paon (France) Guénaël Revel Sommelier/Chairman, Canadian Association of Professional Sommeliers (Canada) Michel Richard Executive Chef, Citronelle (D.C.) Jancis Robinson Master of Wine (United Kingdom) Jesse Rodriguez Sommelier, Addison at the Del Mar (California) Shiniohi Saito Sommelier, Tour d Argent (Japan) Michael Scaffadi Sommelier, Plume at the Jefferson (D.C.) Yosuke Seki Sommelier, Tour d Argent (Japan) Don Sheil Wine Director, Binny's South Loop (Illinois) Luis Eduardo Soto Duarte Executive Chef (Spain) Andrew Stover Sommelier, OYA Restaurant, (D.C.) Nobuhide Tani Sommelier, Tour d Argent (Japan) Yasuyuki Terada Sommelier, Tour d Argent (Japan) Santosh Tiptur Executive Chef, Co Co. Sala (D.C.) M. Ueoka Sommelier, Hotel Hankyu International (Japan) C. Kanoa Willing Sommelier, Pampas Restaurant (California) Kohei Yuasa Sommelier, Tour d Argent (Japan)

6 A Study Of American Wine Consumers National Online Survey Fall 2011 Presented by Rob Autry, Partner

7 Chlopak, Leonard, Schechter & Associates and Public Opinion Strategies designed and completed a nationwide online survey among wine consumers. The internet survey was completed September 13-19, 2011, among 1,000 wine consumers who purchase at least three bottles of wine a month. 2

8 Here s a quick introduction to our wine consumers: They average purchasing about five bottles a month. Half (47%) buy less than five bottles a month and 53% buy more than five in a month, with 12% buying eleven bottles or more. They will buy a more expensive bottle on occasion, and some more often than that. Fifty-seven percent buy five or fewer bottles of wine costing $15 each or more, while 42% buy six or more. One-in-ten (11%) of our consumers buy more than 16 higher-priced bottles a month. They say they know a fair amount about wine, as well. Sixteen percent know a great deal, while 62% know a fair amount about wine in general. Just a quarter (23%) say they don t know that much about wine. 3

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10 We gave our wine consumers a list of eleven different factors that might be important to them when choosing a wine to purchase. Then, we asked them to rate the importance of each of these factors. Below are some factors that some people say are important to them in deciding which wine to purchase. For each one, select how important that particular factor is to you when you are choosing which wine to buy. (Extremely important, very important, somewhat important or not too important). 5

11 The top concern is the type of grape, while price, wine brand and wine region round out the top four. Ranked By Percentage Extremely & Very Important The type or variety of the grape in the wine Extremely - The price of the wine The brand or name of the wine maker The region or location where the wine comes from The recommendation from a friend The information on the label The ratings it receives from wine reviewers, such as Wine Spectator and Robert Parker The recommendation from a sommelier or wine steward in a restaurant The recommendation from a wine store clerk The look and design of the label Advertising that you have seen for that wine Wine National Survey September

12 The higher the consumption level, the more important region is to consumers. Top 8 Factors By Consumption Level (% Extremely/Very Important) Low Level of Consumption Medium Level of Consumption High Level of Consumption #1 Price (77%) Type of grape (78%) Type of grape (84%) #2 Type of grape (65%) Name of wine maker (71%) Name of wine maker (74%) #3 Name of wine maker (55%) Region it comes from (69%) Region it comes from (72%) #4 Recommend (Friend) (54%) Price (69%) Price (67%) #5 Label Information (53%) Label Information (66%) Recommend (Friend) (65%) #6 Region it comes from (53%) Recommend (Friend) (63%) Label Information (63%) #7 Ratings (37%) Ratings (55%) Ratings (59%) #8 Recommend (Sommelier) (36%) Recommend (Sommelier) (50%) Recommend (Sommelier) (55%) Wine National Survey September

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14 Wine consumers overwhelmingly believe region determines quality, which explains why they almost always check the wine label to make sure. Below are several different general statements. For each one, please select whether you agree or disagree with the view presented in that statement. 38% Strongly Agree 36% Strongly Agree The region or location from which wine comes is extremely important in determining its quality. When I buy a wine, I always check the label to make sure the name on it reflects where the wine was made. Wine National Survey September

15 Wine consumers want to know where their wine is coming from and also some protection from deceptive claims on labels. Below are several different general statements. For each one, please select whether you agree or disagree with the view presented in that statement. 59% Strongly Agree 61% Strongly Agree Consumers deserve to know that the location where wine grapes are grown is accurately stated on wine labels. Consumers deserve protection from winemakers who use deceptive claims on wine labels. Wine National Survey September

16 And, where a wine comes from has a significant impact on consumers decision-making process. Yes No Less Likely No Difference Is the region or location where a wine comes from an important factor in your decision to buy a particular bottle of wine? Wine National Survey September 2011 If you learned that a particular wine claims to be from a place like "Champagne" or "Napa Valley" or "Oregon" but, in fact, comes from a different location, would that make you less likely to purchase that wine or would it make no difference at all in your decision? 11

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18 There is near universal support for worldwide standards requiring wine labels to accurately state their location. Would you support or oppose a proposal that would establish worldwide standards for all wine makers, requiring them to accurately state the location where wine grapes are grown on wine labels so that consumers know exactly what they are purchasing? % Strongly Support 60% Somewhat Support 38% Support a proposal to establish worldwide standards to accurately state location Somewhat Oppose 2% Strongly Oppose 1% Wine National Survey September

19 It doesn t matter how much you consume or how much you know about wine support for labeling standards goes through the roof. Support for Proposal By Consumption and Knowledge Level Strongly Support Support Oppose Low Level of Consumption 49% 96% 4% Medium Level of Consumption 60% 99% 1% High Level of Consumption 70% 98% 2% Know a Great Deal About Wine 75% 97% 3% Know a Fair Amount 62% 98% 2% Do Not Know Much 44% 97% 3% Wine National Survey September

20 Support is high with consumers across the nation. Support for Proposal By Region 53% Strongly 61% Strongly 57% Strongly 66% Strongly Wine National Survey September

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22 The variety of the grape in the wine, the price point, the brand or name of the wine maker, and the region or location where the wine comes from are the most important factors consumers consider when purchasing a wine. The importance of region cannot be overstated here. Twothirds (65%) say region or location is extremely or very important to them choosing which wine to buy. Fully 84% say region is extremely important in determining the quality of the wine. And, eight-in-ten (78%) say they always check the label to make sure the name on it reflects where the wine was made. 17

23 Given the obvious importance of region, it is not surprising that there is strong agreement that consumers deserve to know exactly where a wine is made and that this information is correctly identified on the label. Finally, consumers of all ages, gender, region, consuming habits, and knowledge levels strongly back the idea of establishing worldwide standards to require wine makers to accurately state where wine grapes are grown on the wine labels. Consumers want assurance that what the label says they are buying is exactly what they are drinking. 18

24 Rob Autry, Partner (703) (office) (703) (cell) 214 N Fayette Street, Alexandria, VA 22314

25 QUOTES FROM DECLARATION SIGNATORIES CHAMPAGNE The 16 regions gathered here today agree that great wine is made in unique places all over the world and that these unique place names must be protected. A failure to do so undermines all of these wine-growing regions and, as the research shows, runs counter to the expectations of the consumer. People want to know where their wines come from. The Declaration signatories have taken a global stand for truth-in-labeling and we are committed to working together to maintain and protect the integrity of wine place names. Bruno Paillard, Chairman, Comité Interprofessionnel du Vin de Champagne Communication & Appellation Commission; Founder, Champagne Bruno Paillard CHIANTI CLASSICO U.S. consumers deserve an authentic product from recognized regions. This is why nearly eight out of 10 Americans consider the region where a wine comes from an important factor when buying a bottle of wine. The Joint Declaration to Protect Wine Place & Origin was founded in order to guarantee that authentic wines are shared with consumers. Together, our commitment to authenticity is second to none and we maintain the importance of name protection for consumers worldwide along with Jerez, Porto, Champagne, Napa Valley and the wine regions who support the Declaration. Marco Pallanti, President, Chianti Classico Wine Consortium; Manager & Winemaker, Castello di Ama JEREZ-XÉRÈS-SHERRY As a founding member of the Joint Declaration to Protect Wine Place & Origin, we recognize the distinguishing characteristics that make each region inimitable. We stand with Rioja, Chianti Classico, Porto, Napa Valley and the many other regions united in the belief that location is paramount to a wine and protecting a wine s origins is the only method to ensure quality for consumers. César Saldaña, Director General, Consejo Regulador del Vino de Jerez LONG ISLAND The signatories of the Joint Declaration to Protect Wine Place & Origin have worked to produce world-class wine regions and preserve the integrity of our unique vines and lands. United with Napa Valley, Sonoma County, Jerez and the many other wine regions across the globe we are committed to educating consumers about the importance of location. Ron Goerler, Jr., President, Long Island Wine Council; Owner, Jamesport Vineyards NAPA VALLEY The research released today shows consumers are more focused on product origins than ever before and it isn t just a passing concern, but one they feel extraordinarily strong about. When a place name is misused, a part of the identity of that distinctive wine region is lost and consumers can be misled. This poll shows that U.S. consumers understand this and are looking for clear labeling of wine place names when they purchase wines. Linda Reiff, Executive Director Napa Valley Vintners

26 OREGON Our poll results found that three out of four consumers are less likely to buy a wine even from well-known regions like Champagne, Napa Valley or Oregon if there have been mislabeled wines claiming to be from that place. We are honored to be among the recognized regions who are committed to name protection for all and will continue to lead the charge against false labeling. Each of these regions have built their identities over generations and their painstaking dedication to protecting authenticity deserves to be celebrated and protected. Harry Peterson-Nedry, Founder, Winemaker & Managing Partner Chehalem Wines; Member of the Board of Directors, Willamette Valley Wineries Association PASO ROBLES A wine s unique characteristics cannot be duplicated anywhere in the world except its country of origin. Misleading consumers to believe that their wines come from a place they do not is damaging to the worldwide marketplace for wines. Working with Porto, Jerez and Chianti Classico and all of the partners in the Joint Declaration to Protect Wine Place & Origin, we call on the U.S. to support our efforts and protect these wines. Christopher Taranto, Marketing Director Paso Robles Wine Country Alliance PORTO As the first demarcated and regulated wine region in the world, we have spearheaded the protection of our winemakers and the quality wines they produce. Uniting with U.S. regions like Paso Robles, Oregon and Washington, is invaluable to the global effort to educate consumers about the importance of location and is paramount to the sustainability of each region who has signed. We welcome other regions to join our efforts. Paulo Russell-Pinto, Marketing Director Instituto dos Vinhos do Douro e Porto RIOJA "The 16 regions who have spearheaded the Joint Declaration to Protect Wine Place & Origin demonstrate the growing global demand for name protection. When a wine region's name is misused, it is the consumer who suffers the most and they will no longer settle for anything less than authenticity in the wines they consume and buy. We are working with our U.S. counterparts like Napa Valley and Oregon to protect more than just our names. We are protecting our vine growers who have cultivated their grapes, land and wine obtained by our winemakers for years earning value and reputation for the name of our regions." José Luis Lapuente Sánchez, Secretary General, Consejo Regulador de la Denominación de Origen Calificada Rioja SONOMA COUNTY Regions like Napa Valley, Sonoma County, Tokaj and Rioja are unlike any place else in the world and the evolution and growth of the wine industry rests on the protection of place names. American wine drinkers are becoming more and more educated about what they consume and as the poll results show location matters. Wine labels need to reflect the true regions from which a wine hails and consumers must be protected from those who fail to recognize the distinguishing features that makes all regional wines second to none. Honore Comfort, Executive Director Sonoma County Vintners Association TOKAJ We are proud of each regions winemaking history and identify that sets them apart. There is fierce competition across the world to raise the profile of our wines and name protection is one piece in ensuring the authenticity of the product we share with consumers. As a supporter of the Joint Declaration to Protect Wine Place & Origin, we commend our counterparts including Champagne, Jerez, Sonoma County and the many other regions who have joined together in our struggle for name protection. Melinda Béres, President Tokaj Renaissance

27 VICTORIA History and tradition ensures that the regions of Western Australia and Victoria can create a product that is authentic to its location. The signatories of the Joint Declaration to Protect Wine Place & Origin have a vested interest to carry on the uniqueness of our wines and name protection is paramount to our efforts. We applaud the ongoing developments in Australia to protect wines of origin through the label integrity program and the promotional work of Wine Australia, and encourage the U.S. to join their international counterparts. Chris Pfeiffer, Chairman Victorian Wine Industry Association; Director, Pfeiffer Wines WALLA WALLA VALLEY A wine's place of origin is one of its most defining characteristics. As one of the first federally-recognized AVAs in the United States, we join with these esteemed regions who understand the complexity in every bottle of wine produced. We call on other wine regions around the world to join with our U.S. partners including Washington, Sonoma, Napa Valley, Paso Robles, Long Island and Oregon in our efforts. Duane Wollmuth, Executive Director Walla Walla Valley Wine Alliance WASHINGTON Protecting place names are paramount to the consumers who should have the right to know where their wine originates, and the winemakers who deserve to present their product to the market in the most accurate way possible. Together, regions such as Western Australia, Tokaj, Washington and many more are ensuring that quality and integrity are all a part of the wine making process. Robin Pollard, Executive Director Washington Wine Commission WESTERN AUSTRALIA We believe in the integrity of a wine s origins and that it must translate to the product consumers see on the shelves. We are committed to protecting place names and are proud Western Australia has joined the global movement in support of robust truth-in-labeling laws, which safeguard geographical indications. We hope more countries will follow our lead and introduce laws to protect these regions and their wines. Aymee Mastaglia, Executive Director, Wine Industry Association Western Australia

28 TIMELINE: GLOBAL MOVEMENT TO PROTECT WINE PLACE NAMES The movement to end purposeful mislabeling and misuse of place names by some wine producers is growing larger every year. These milestones underscore the continued expansion and support by governments, courts and international trade officials to prevent consumers from being misled and to protect the reputations of wine regions around the world. September 2011 Australia Officially Protects Wine Place Names: As a result of the 2008 Wine Accord, on September 1, 2011, Australia officially and permanently ceased use of Champagne, Port and Sherry place names on Australian wine labels. February 2010 Joint Declaration Coalition Expands to 15 Regions: Reaffirming the importance of place names, the wine regions of Rioja and Long Island sign the Joint Declaration to Protect Wine Place & Origin. December 2008 Australia and EU Sign Wine Accord: Australia proves that wine place names can be successfully protected through an unprecedented partnership between government and industry. The misuse of wine place names is to be phased out while new names for some wines are adopted under the terms of this comprehensive agreement. May 2007 EU Grants Geographical Indication (GI) to Napa Valley: Napa Valley becomes the first U.S. wine region to be legally protected from misuse of its name in Europe. March 2007 Joint Declaration Coalition Expands to 13 Regions: Nearly doubling in size, the Joint Declaration to Protect Wine Place & Origin adds six new U.S. and international wine regions: Chianti Classico, Paso Robles, Sonoma County, Tokaj, Victoria, and Western Australia. To celebrate the expansion of the coalition and the growing movement to protect wine place names, the Declaration signatories host an event in Washington with the media and members of the U.S. Congress. December 2006 Congress Passes Limited Legislation Protecting Wine Place Names: The future misuse of 16 wine place names is banned in the U.S. as Congress passes legislation approving the U.S.-EU Wine Accord. However, a gaping loophole allows the grandfathering of labels already misusing these names. September 2006 California Passes New Legislation Protecting Consumers: California protects its own wine regions with a law mandating that wines labeled Sonoma County must be made with at least 75 percent of Sonoma County grapes. Other states follow, creating a patchwork of incongruous laws across the country. January 2006 U.S. Supreme Court Upholds California Law, Protects Napa Valley Name: The U.S. Supreme Court steps in and affirms California state law reserving the Napa Valley name exclusively for wines from the Napa Valley appellation. July 2005 Transatlantic Agreement Signed by Six Renowned Wine Regions: For the first time, U.S. and EU wine regions come together for a single purpose when four U.S. and three EU wine regions sign the Joint Declaration to Protect Wine Place & Origin. A transatlantic agreement, the Declaration is the beginning of a multi-year effort to educate policymakers and consumers around the world about the importance of place names. The signatories are Champagne, Jerez, Napa Valley, Oregon, Porto, Walla Walla Valley and Washington. May 2005 California Court Upholds Wine Labeling Law: In the first significant legal victory in the name protection fight, the California State Supreme Court upholds a labeling law requiring Napa-labeled wines to contain only Napa grapes. Worldwide, consumers agree that a wine label should accurately reflect the contents of the bottle. In the United States a country that prides itself on consumer protection beliefs are no different. A recent poll found that 98 percent of U.S. consumers support establishing worldwide standards for all winemakers that would require that they accurately state the location where wine grapes are grown on wine labels. Considering the clear mandate from consumers, one has to ponder the question: Why would a small but powerful group of producers in the United States and around the world insist on misleading consumers? Learn more about the Joint Declaration to Protect Wine Place & Origin at

29 POLLSTER Rob Autry Partner, Public Opinion Strategies BIOGRAPHIES OF PARTICIPANTS October 19, 2011 Rob Autry, Partner of Public Opinion Strategies, has emerged as one of the Republican Party's top political tacticians. Called by The New York Times, "the leading Republican polling company," Public Opinion Strategies has 20 U.S. Senators, five governors, and 70 Members of Congress as clients. In 2010, Rob was a pollster and political strategist for six new Members of Congress, five of whom defeated Democratic incumbents. Rob also polled for successful legislative efforts in seven states, including three Republican legislative takeovers in Iowa, North Carolina, and Alabama. At Public Opinion Strategies, Rob has managed nearly 3,000 quantitative and qualitative research projects for various Republican candidates, Republican Party organizations, ballot initiatives, trade associations and Fortune 500 companies. Rob s background includes extensive hands-on experience in the campaign arena having run campaigns from the local level to the federal level and even abroad. In 2000, he was part of the polling team for the presidential campaign of Vicente Fox, who became Mexico s first opposition candidate to win election as President in over 70 years. Rob also served as the lead pollster for IRI s (International Republican Institute s) Serbia operation for the two years after the fall of the Slobodan Milošević regime. Rob was tasked with designing and overseeing public opinion research and strategy direction for the Democratic Opposition of Serbia coalition an alliance of 18 political parties that took control of government in December Rob also has considerable experience working with many of the world s leading companies and public policy organizations in the areas of issue advocacy, message development, image and brand management, stakeholder relations and crisis communication. A native North Carolinian who has lived in Mexico, Venezuela, and Argentina, Rob is a frequent speaker, commentator and writer on current political and public opinion trends. Rob lives with his wife and two sons in Virginia. CHAMPAGNE Bruno Paillard Chairman, Comité Interprofessionnel du Vin de Champagne Communication and Appellation Commission; Founder, Champagne Bruno Paillard Bruno Paillard is the Chairman of the Comité Interprofessionnel du Vin de Champagne (CIVC) Communication and Appellation Commission and the founder of Bruno Paillard Champagne. Mr. Paillard was born in Reims to a family who has had deep connections to Champagne since After studying classics in Reims and attending the Ecole de Commerce in Paris (ESCE) and working in the United States, he returned to Champagne in 1975 as a Champagne broker. In 1981, he founded Champagne Bruno Paillard. 1 P age

30 From its inception, Champagne Bruno Paillard focused on quality, not quantity. Mr. Paillard s knowledge of the Champagne grape brokerage business allowed them to gain access to contracts from many of Champagne s best plots from the outset. Throughout the life of the company, they have continued to focus on quality in the plots that they have purchased and facilities that they have built. In addition, Champagne Bruno Paillard was the first Champagne house to list the disgorgement date of its wines on the wine label. They now produce approximately 500,000 bottles a year, ship to over 75 countries and, in 2010, wines from Champagne Bruno Paillard could be found on the wine lists of 422 Michelin starred restaurants. The CIVC has 13 offices in major export markets, which lead the media and public relations efforts in their respective countries. The Communication and Appellation Commission heads the effort to protect the Champagne name worldwide. CHIANTI CLASSICO Marco Pallanti President, Chianti Classico Wine Consortium; Manager & Winemaker, Castello di Ama Marco Pallanti has served as president of the Chianti Classico Wine Consortium since With his selection, he assumed an extremely delicate task, the continuation along the path taken by the Consortium since 2005 when the Consorzio Vino Chianti Classico and the Consorzio del Marchio Storico were reunited. The merger was carried out in order to confront the challenge of global competition by reaffirming the personality and quality of Chianti Classico wine. Dr. Pallanti is in his fifties, a Florentine, an enologist, a university professor and an art lover, who represents the new managerial class. In recent years he has worked hard to burnish the image of Chianti Classico throughout the world. Dr. Pallanti s selection occurred with the unanimous consent of the different categories represented on the Consortium s Board of Directors, all of whom endorsed a strategic approach based on the necessity of further growth whether in terms of the qualitative content of the product or the guarantees offered to the consumers to guide them in confronting an increasingly competitive and complex market. The education and professional training he received endowed him with a strong personality and stimulated his passion for the quality wine sector. In his youth, he pursued his studies but also practiced sports, securing championships in canoeing and rugby. Dr. Pallanti received a degree in agriculture in Florence and completed his training in enology at the University of Bordeaux-Mantes and Suze la Rousse. In 1982 he began working at the Castello di Ama wine estate as agronomist and enologist. He also served as the estate s director. In 1996 he married Lorenza Sebasti, the daughter of one of the founding partners of the property, and they have three children: Arturo Maria, Norma and Gemma. His wife tends to the estate s public relations and follows the marketing sector. Chief among the numerous awards he has received was the title Best Enologist of the Year, bestowed on him in 2003 by the prestigious Guida Vini d Italia published by Gambero Rosso. Over the years, he has won many awards and seen his wines repeatedly ranked in first place in competitions at the national and international levels. Dr. Pallanti has another great passion In addition to wine, contemporary art. For that reason, he along with his wife, Lorenza, launched the Ama for Contemporary Art program in Works by seven artists with international reputations were installed on the estate on a permanent basis: Michelangelo Pistoletto, Giulio Paolini, Daniel Buren, Kendell Geers, Anish Kapoor, Chen Zen and Carlos Caraicoa. Afterward, in 2005, Castello di Ama received the Enterprise and Culture award for the best investments in the arts. JEREZ-XÉRÈS-SHERRY César Saldaña Director General, Consejo Regulador del Vino de Jerez César Saldaña was born in Jerez, Spain in He is married with three children and currently lives in Jerez. He studied and started his professional career in Madrid, completing his MBA in the Colegio Universitario de Estudios Financieros (CUNEF) of the Universidad Complutense, Madrid, and later specialising in Management 2 P age

31 of Food Processing Industries in the Instituto Internacional San Telmo, Sevilla. He has completed studies on other related topics too, such as Marketing, International Trade, Wine Law and Oenology. Although closely related to the world of the bodegas since his very early days, César Saldaña started working as a firm consultant in Madrid. He finally returned to Jerez in 1985 to join the Sherry trade, firstly in González Byass where he started as a Marketing specialist for the domestic market. One year later he moved to exports and occupied different positions of increasing responsibility at González Byass International Division. In 1992 he moved to another very reputed Sherry firm The House of Sandeman to take the position of Commercial Director. Initially he was involved exclusively in Sandeman s Jerez business unit but, from 1998, he also assumed marketing and sales responsibility over the Port side of the company. In 2000, he joined the Consejo Regulador de la Denominación de Origen de los Vinos de Jerez as Director General (GM). The Consejo is the official institution of the Sherry wine industry, and oversees three different Denominations of Origin: Jerez-Xérès-Sherry the oldest DO in Spain and one of the pioneers of name protection in Europe Manzanilla Sanlúcarde Barrameda and Vinagre de Jerez (The first Vinegar D.O. in Spain). The Consejo integrates more than local growers and approximately 100 bodegas (wine shippers). Its functions are numerous, but they can be summarised into three main areas: control and certification of the DO products, protection of the Denominations of Origin and generic promotion. A key piece of this last function is Sherry education, formally articulated around the so-called Sherry Academy program. In his position, Mr. Saldaña spends a significant part of his time lecturing on Sherry, both in Jerez and internationally. Apart from his position in the Consejo, César Saldaña is a member of some of the Spanish official bodies involved in the promotion, regulation and protection of Spanish quality wines. He is Managing Director of the Regulating Body for Brandy de Jerez, Spain s most important spirit drink, a member of the Wine Experts Committee of the Spanish Foreign Trade Institute (ICEX) and a funding member of the Observatorio Español del Vino. LONG ISLAND Ron Goerler, Jr. President, Long Island Wine Council; Owner, Jamesport Vineyards In 1981 Ron Goerler, Jr. was growing up in Oyster Bay, NY when his father purchased a farm on the eastern end of Long Island and began planting some of the region s earliest vinifera grapes. Ron discovered shortly thereafter that he would pursue a career in agriculture. After completing his studies in soil science at Cobleskill College in upstate NY, Ron returned to work on Long Island, and in 1988 took over management of the family s vineyards. The Goerlers philosophy about farming has been the same from the start: leave the land in better shape than when they found it. Jamesport Vineyards employs sustainable approaches, using integrated pest management (IPM) practices which helps reduce the need for fertilizers, fungicides, and herbicides. Ron has been working closely with consultants from around the world to grow the business to its current size of 60 acres. He has also recently taken over winemaking responsibilities, producing some 5000 cases in Jamesport Vineyards has become an award winning winery, particularly noted for Sauvignon Blanc, Cabernet Franc and Pinot Noir. Ron was elected president of the Long Island Wine Council in 2009, and has continued to lead the region s development as an internationally recognized source of premium vinifera wines. On those rare occasions when he is not in the vineyards or at the winery, Ron loves hunting, mountain climbing and snow skiing. James Waters, Jr. Treasurer, Long Island Wine Council; Owner, Waters Crest Winery Jim Waters, home winemaker turned award-winning professional, produces limited edition, high quality, boutique wines. Together with his wife Linda, Jim opened Waters Crest Winery in Waters Crest has won three international wine competitions and continues to score high ratings in major publications. A former regional division manager with one of the top car rental companies, Jim has over 20 years of senior management experience in operations, sales and marketing. Jim made the decision to become a full time winemaker following 9-11, when he was a first responder as a volunteer fireman from Manorville, NY. Jim holds a degree in Hotel Management and Restaurant Management from Nassau Community College. 3 P age

32 Steven L. Bate Executive Director, Long Island Wine Council Steven Bate has been Executive Director of the Long Island Wine Council since August During his tenure, the Council s membership has grown from 32 to 48 wineries, while its annual operating budget has more than doubled in size. Over the same period, the Council has played a major role in increasing tourism to the region, building winery visitation from 500,000 in 2004 to an estimated 1.3 million in Steve currently sits on the board or advisory board of the following organizations: Long Island Convention & Visitors Bureau, East End Tourism Alliance, the Cornell - Long Island Horticultural Research & Extension Center, and the recently formed Long Island Regional Economic Development Council Natural Assets Working Group. Prior to joining the Wine Council, Steve was an international policy consultant affiliated with the New York office of LECG, a financial and economic consulting firm. In 1999, he returned to the United States after spending over 12 years as both staff and management of an international business association based in Paris, France. As Executive Director, he managed a government relations and advocacy program focusing on economic policy issues affecting businesses from over 30 countries. He holds a Bachelor s degree in Government from St. Lawrence University, and Masters degrees in Business Administration and International Affairs from Columbia University. NAPA VALLEY Kathleen Heitz Myers Board President, Napa Valley Vintners; President, Heitz Wine Cellars Kathleen Heitz Myers grew up in the wine business, inspired by her parents unwavering dedication to producing the finest wine in the world. Instilled with those values and a keen sense of adventure, Kathleen decided to pursue an international education. She began with scientific studies in Switzerland and completed her degree in biology at the University of Oregon. Following that, she enjoyed the study of culinary art in France and Thailand. In 1978, she returned home to the Napa Valley to join the family business. Beginning in sales and marketing, she learned every facet of the business, gradually earning the family s vote of confidence to lead the entire operation. Since 1998, Kathleen has been the president of Heitz Wine Cellars. She has charted a highly effective course of innovation and advanced technology while preserving Heitz signature winemaking traditions. She has also been among the vanguard of those working to preserve the agricultural heritage of the Napa Valley through sustainable and organic farming. This year Heitz Wine Cellars celebrates its 50th anniversary as a family business a milestone that is especially sweet to Kathleen. As the winery s most visible ambassador, she has traveled across the country and around the world to develop and promote Heitz distinguished wines. As president of the board of the Napa Valley Vintners and first vice chair of the California Wine Institute, she is also an enthusiastic advocate for California wines and the Napa Valley region. We are honored to be part of the rich history of Napa Valley winemaking and very pleased that the Heitz label has become a classic, iconic brand around the world. Kathleen Heitz Myers Linda Reiff Executive Director, Napa Valley Vintners Linda Reiff has served as executive director of the Napa Valley Vintners (NVV) since Under her leadership NVV membership has quadrupled to more than 420 member wineries, marketing and promotions programs have expanded worldwide, and the organization has become an international leader on industry issues. Reiff spearheads the NVV s proactive approach on a number of fronts, including: efforts to protect winegrowing place names around the world; development of the most progressive farming, land and winery 4 P age

33 green certification programs in the United States; and, unprecedented business investment in community causes. The NVV is the creator and organizer of Auction Napa Valley, the world s most successful charity wine auction, which has given more than $100 million to local health care, youth development and affordable housing efforts since The NVV has led in the creation and funding of innovative, cooperative non-profit endeavors, such as the Napa Valley Farmworker Housing Centers, the Children s Health Initiative, the Napa Valley Vintners Health Care Center, and the Student-Centered 21 st Century Classroom. The NVV is also the creator of the event and wine brand Premiere Napa Valley, the most exclusive, individually-crafted and highly sought-after wine offerings in the United States. Prior to joining the NVV, Reiff worked for Congressman Vic Fazio from 1987 to 1995 and served as his chief of staff in Washington, D.C. Prior to that, she worked as a daily newspaper reporter covering agricultural and environmental issues in California. Reiff graduated from Cal Poly, San Luis Obispo, with a bachelor s degree in journalism and agricultural news concentration. She is married to Richard Ward, founder of Saintsbury vineyards & winery in Napa. OREGON Harry Peterson-Nedry Founder, Winemaker & Managing Partner Chehalem Wines; Member of the Board of Directors, Willamette Valley Wineries Association Harry Peterson-Nedry is the founder, winemaker, and managing partner of Chehalem, one of Oregon s premier wineries. Harry initially applied degrees in Chemistry and English from the University of North Carolina to a career in high-tech manufacturing. His interest in wine began innocently enough as a hobby, but developed into a serious passion deeply rooted when he planted his 55-acre Ridgecrest Vineyards in Ridgecrest was not only the first of Harry s vineyards, but was also the first vineyard development in Oregon s newly designated Ribbon Ridge AVA. Ultimately, what began as a hobby led to a radical change in career paths. In 1990, Harry founded Chehalem, and his hands-on approach to winemaking began. Within five years, he had expanded the winery s estate holdings to include partnerships in Corral Creek Vineyards (adjacent to the winery) and Stoller Vineyards in the southern Dundee Hills, developed by his Chehalem partners, Bill and Cathy Stoller. Harry's interest in the wine industry extends far beyond the wines of Chehalem. He has been appointed to and is now serving a second term on the Oregon Wine Board by Governor Kulongoski and serves on the board of WineAmerica (formerly the American Vintners Association), the national trade association for America s wineries. He also has represented Oregon at the International Pinot Gris Symposium in Germany and has worked to establish Oregon Pinot Camp, ORCA (the Oregon Chardonnay Alliance), Willamette Valley AVAs (authoring the Ribbon Ridge petition), and to raise Riesling awareness. His passionate reach continues to extend into family, environmental conservation, and the arts. PASO ROBLES Christopher Taranto Marketing Director, Paso Robles Wine Country Alliance Christopher Taranto holds the position of Marketing Director at the Paso Robles Wine Country Alliance. He leads the marketing efforts of the Alliance in support of the organization s mission to position, promote and enhance the Paso Robles American Viticultural Area (AVA). Through a campaign of programs strategized toward direct to consumer marketing, media and trade relations, and event marketing the Alliance has elevated Paso Robles status as a leader among the global wine community. His knowledge of the wine industry, combined with 15 years of association management history, and great skill in marketing is a valued asset as a director with the Alliance. Christopher has been with the Paso Robles Wine Country Alliance since January P age