Marketing Small Vineyards & Wineries 2-7-09 Michael L. White ISU Extension Viticulture Specialist Indianola, Iowa Ph: 515-961-6237 or mlwhite@iastate.edu Midwest Grape & Wine Industry Institute http://www.extension.iastate.edu/wine
White Christmas Tree Farm 1406 South G St. Indianola, IA 50125 515-961-0485
White Christmas Tree Farm
1/09 = 72 state licensed wineries = 408 commercial vineyards 389+ Vineyards 69 Wineries 6/08
Grape Marketing Options
Strong Market in the Midwest 1. Quantity Requirements 2. Quality Requirements 3. Prompt Delivery Requirements 4. Pesticide Records required: Pre-Harvest Intervals (PHI s) Selling to Wineries 5. Yield Estimates & Vineyard Visits Likely 6. Written contracts common Southern Hills Cooperative Winery Osceola, IA http://www.shwinery.com/
Cold Storage Important Pull Trailers Van Trucks Pre-Frabricated Building Walk in Cooler Reefer Trailers
Farmers Markets & Roadside Stands
Table Grapes 1. California grows approximately 97% of U.S. market. 2. U.S. is a net importer of table grapes. Chile (approx. 67%) and Mexico (approx. 30%) source of imports. 3. 80% of U.S. market is seedless. 4. Classified as white, red, blue, black, seedless, seeded, slipskin or non-slipskin. 5. Color, size, firmness, taste and quality very important. 6. Table grapes typically can be stored 6-8 weeks at 32F.
Market to Hobby Winemakers Huge Huge Huge Market 1. Plant many varieties: Reds Whites Table Juice Wine 2. Plant early to late maturities 3. Plant other fruits
U-Pick Operation Water Hydrant Food Grade Buckets Shed on Concrete Pad Manual Crusher-Destemer Manual Press $$$ Box Commercial Scale
Certified Organic Grapes & Juice 1. Follow USDA National Organic Standards: http://www.ams.usda.gov/nop/indexnet.htm 2. Use only Organic Materials Review Institute Products http://www.omri.org/ 3. Variety & Site Selection are top 2 considerations. 4. 2.43% of U.S. Grape Acreage (22,755 ac.) certified organic in 2005. (National Ag Statistics Service) 5. Fresh produce fastest growing organic foods sector averaging 20%/yr. growth over last decade. 6. Organic Vineyard and Organic Juice are Separate entities. Both have different certification requirements.
Biodynamic Certification Originated from Rudolf Steiner, 1920 s in Austria Demeter Certifying agency: http://www.demeter-usa.org/ Biodynamic Farming & Gardening Assn: http://www.biodynamics.com/ Sustainable Certification May or may not require certification (depends on where you are!) Cornell Univ. Sustainable Vineyard Workbook: http://www.vinebalance.com/ Misc: All Natural, Pesticide Free, Green, Environmentally Friendly (No Certification Required)
Juice Grapes NY, MI, PA, OH and WA are our major juice grape producers. Approximately 9% of U.S. grapes processed into Juice. Concord(purple), Catawba(pink) and Niagara(white) primary juice grape varieties in the U.S. St. Julian Winery Paw Paw, MI Sparkling Juice $3.99 Iowa Grape Vines Preston, IA $6/bottle http://www.iowagrapevines.com
Jams & Jellies Very Small Market for Local Producers
What About Raisins? California has 99% of U.S Market
Grape Pie - Common Sight at Roadside Stands in NY Finger Lakes Region
Niche Market Hanging Grape Baskets Grape Vine Grilling/Smoking Chips 4 oz./ $3 Domaine Berrien Winery, MI
Niche Market ie.. Grape Wreath $36 Grape Baskets - $5 - $75
Very Niche Market 120 100 mg capusles $41 17 oz. Grape Seed Oil 60 100 mg capsules $25 $5.50
Very, Very Niche Market Dolma, Dolmades, or Sarma: stuffed grape leaves. Usually blanched leaves filled with ground meat and rice. Canned leaves are often preserved in a salt brine. Young early leaves from old white vinifera varieties often used.
Vineyard Tasting Rooms George Spence Vineyard Gibbon, NE Wine & Roses of Iowa Greenfield, IA
Winery Marketing Options Kevin Schauer Maple River Winery, Cassleton, ND Rod Ballinger & John Marshall Bear Creek Winery Fargo, ND
North Dakota is #1 in Honey Production Partner up with this industry and become the #1 Meadery State
White Grapes Primary Wine Grapes to Consider for North Dakota Brianna, Edelweiss, Frontenac Gris, Kay Gray, LaCresent, LaCrosse, Louise Swenson, Prairie Star, St. Pepin & Swenson White Red/Blue Grapes 21 Cultivars to Choose From Blue Bell, Frontenac, GR-7, King of the North, Marechal Foch, Marquette, St. Croix, Sabrevois, Valiant & wild grape (Vitis Riparia) Black entire state Red south ½ of state
Mike, Tell the Iowa wineries to include the varietal grapes that are included in their blended wines on their labels. It is much easier to for us to sell THEIR wine to OUR customers when we know what is in it. ----Gary Jensen, Certified Wine Specialist & Manager of Carroll, Iowa HyVee Wine and Spirits Store. One of HyVee s top selling Wine and Spirits stores in Iowa
Wine Trails http://www.ndwinerytrail.com/
The typical wine trail person or group will drive approximately 100 miles per day. Best to place your winery within 50 miles of a urban center to attract this group.
The Red Hat Society Cabin Creek Winery Big Cabin, OK http://www.cabincreekwine.com Eagle City Winery Iowa Falls, IA http://www.eaglecitywinery.com/
Entertainment Summerset Winery Indianola, IA http://www.summersetwine.com Eagle City Winery Iowa Falls, IA http://www.eaglecitywinery.com
Music Whispering Hills Winery, Carson, IA http://www.whisperinghi llsvineyards.com Sugar Clay Winery Thurman, IA http://www.sugarclaywinery.com Timber Ridge Winery, Castana, IA http://www.timberridgeiowa.com
B & B s Gift Shops Eagles Landing Winery B&B Marquette,IA Danish Countryside Winery Exira, IA
Weddings Eagle City Winery, Iowa Falls, IA Wine & Roses Tasting Room Greenfield, IA
Wine-Grower- News Weekly in-season viticulture/enology newsletter. Mike White ISU Extension Viticulture Specialist 515-961-6237 or mlwhite@iastate.edu http://www.extension.iastate.edu/ag/newslet.html
Midwest Grape and Wine Industry Institute http://www.extension.iastate.edu/wine THANK YOU