Family-owned, diverse, and artisan are the key messages for Sonoma County wines, according to Michael Haney, Executive Director of Sonoma County Vintners. When people hear about the diversity of Sonoma wines around the world, they want to know more! Michael takes us through the global situation of Sonoma wines, the events they put on, and how their foundation supports the entire Sonoma County community. Listen in for a peek into the diversity of Sonoma and how it markets its wines. Detailed Show Notes: Background on Sonoma County1 hour from San Francisco>1M acres with only 6% planted to vines, a lot of forest and pastureland18 different AVA’s - lots of diverse growing climates85% family ownedLots of diversity - 18 growing regions, 60 varietals, and diversity within varietals (e.g., Pinot Noir from the Sonoma Coast vs. Russian River Valley)Key Message of Sonoma Wine - family-owned, small, artisanal winemaking, diversity, and quality of the winesThe diversity message creates intrigue, “people want to know more”They use the same message regardless of geographySonoma County Vintners (“SCV”)Mission - be a leading voice for the Sonoma wine community3 main areas - trade association, event production, and charitable foundationSuccess = meeting the challenges of the wine community and the community as a wholePart of “The Trio” - Sonoma County Vintners (focused on wineries), Sonoma County Winegrowers (focused on vineyards), and Sonoma Tourism (collaborate together on marketing and consumer engagement)Also partners with the Sonoma County Farm BureauCollaboration with Sonoma sub-regional bodiesSCV has 15 committees, with members of the groups from the regional bodies (e.g., Russian River Winegrowers)Help other organizations with political advocacyHelp promote the story of the growing regionMembers - 75% of the ~500 wineries in Sonoma CountyRange from mom and pop winery to large wineriesMost are also a member of another sub-regional bodyAffiliate Members - e.g., barrel, legal, HR companies - who want to support the wine communityBusiness modelMembership fees - based on cases soldEvent participation - Barrel Auction - trade event that raises money for SCVSponsorship and partnership programFoundation - mostly funded through charity auction (Sept), raised $6.1M in 2019International interest spiking for Sonoma wine, especially Pinot Noir, mostly Asia (incl Hong Kong), Netherlands, Canada, MexicoSCV EventsBarrel Auction - trade-focusedCharity Auction - for consumers, in the fallTaste of Sonoma - was 2,500 people pre-pandemicVirtual events during the pandemicMarketing Tools & PlanNeed a comprehensive approachIt covers all bases - social media (incl influencers), print, panels/webinars, etc...Media engagement - both w/in Sonoma and out in local marketsNew consumer engagement - “Road Trip” - put together a playlist for those going to visit Sonoma wineriesImproving and best practices for marketing/eventsSurvey consumers and incorporate feedbackDid a focus group that had 25 suggestions, 24 of which were implementedBest practices for events - listen to those involved, create a collaborative plan (including sponsors, community leaders, wineries, etc.…)E.g., Taste of SonomaWas Labor Day WeekendWineries said it was hard b/c it overlapped w/ harvest. Consumers said it was too warmChanges implemented -> covered the entire area wines were served and now looking at moving the event to June or the Summer to not be during harvestPivots during CovidA virtual auction last MayVirtual continuing education seriesHelped organize 1,000s of vaccines for winery workersBelieves there will be a hybrid model (both virtual and in-person) post-pandemicFoundationFounded in 1988, more active in the last 5 yearsRaised >$37M to date, all the money stays in Sonoma CountySupported >85 different non-profits in 2020 with $4M of cash donationsAlso did food drives, supported restaurant workers, and a variety of other causes Get access to library episodes Hosted on Acast. See acast.c