Sustainable Winegrowing

184: Wine Customer Segments and How to Talk Sustainability with Them | Marketing Tip Monday

Not all wine tasters are alike - a major understatement. As traffic ebbs and flows in tasting rooms, it’s evident that interests, price points, and preferences differ. Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. While our longer-form episodes help you learn about the latest science and research for the wine industry, these twice-monthly micro podcasts will help you share your dedication to sustainable winegrowing so yo...

185: Why You Need to Talk About Sustainability

As a wine producer, you owe it to yourself to talk about your sustainable practices as much as you can. Amanda Wittstrom Higgins, Principal at Full Cup Solutions explains that you never know what unique story about your brand will engage your next consumer, trade account, team member, or press writer. Use video and photos to capture specific practices including cover cropping, reusing barrels, and community donations. With a bank of digital collateral, you can easily bring practices to life ...

184: Water Management: Shale Oak | Marketing Tip Monday

While consumers name food and beverage as one of the most important industries when it comes to sustainability, more than 1 in 4 US adults said they don't know what makes a product sustainable (2022 Morning Consult, What Sustainability Means to Consumers). There is a need for consumer education on sustainability, and this is a great opportunity for your brand! Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. While our longe...

183: Regenerative Vineyard Farming

The three pillars of regenerative farming are soil health, animal welfare, and social wellness. This podcast brings together interviews with two farmers who are exploring regenerative agriculture practices: Caine Thompson, Managing Director at Robert Hall Winery and Sustainability Lead at O’Neill Vintners and Distillers plus Clint Nelson, Director of Vineyard Operations and Grower Relations at Bonterra Organic Estates. Caine and Clint explore the challenges and benefits of going nearly no-...

182: How to Share Sustainable Stories on Your Website | Marketing Tip Monday

Your website is the hub for your brand’s core information: location, history, shop, and more. It’s where people come to learn more about what you have to offer and why they should support your business. Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. While our longer-form episodes help you learn about the latest science and research for the wine industry, these twice-monthly micro podcasts will help you share your dedicati...

181: Can Applying Compost Reduce Water Use?

The health of a grapevine starts at ground level – literally in the soil. The California Department of Food and Agriculture is helping farmers improve the quality of their soils through the Healthy Soils Initiative. Taylor Jones, Ph.D., Director of Viticulture at Star Lane and Dierberg Vineyards used his funding as an opportunity to study the effects of compost. After completing two three-year trials in six different soil types in two American Viticulture Areas, Taylor found that compost add...

180: Social Responsibility at Vina Robles | Marketing Tip Monday

While telling your sustainable story serves a practical purpose in educating consumers about the real-world impact of your sustainable practices, it also goes deeper than that: it builds meaningful emotional connections. Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. While our longer-form episodes help you learn about the latest science and research for the wine industry, these twice-monthly micro podcasts will help you s...

179: Farming with Alternative and Renewable Energy

One way that growers can farm sustainably for the future is through vineyard fleet management. Marc Di Pietra, Regional Service Maintenance Manager for Treasury Americas, a subsidiary of global wine company Treasury Wine Estates, is doing just that by exploring alternative fuel sources and automation. Electric and hybrid vehicles reduce carbon emissions and lower the cost of fuel. The use of remote-operated equipment improves safety for operators, upscales the workforce, improves efficiencie...

178: The training your tasting room staff needs | Marketing Tip Monday

Employees who are regularly trained and educated report higher levels of motivation, performance, company loyalty, and more. Yet, almost 52% of employees in the food and beverage industry only receive training when they join their organization. Of those that do receive regular training, only 4.5% receive training about their company’s mission and values (TalentLMS, 2019). Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. W...

177: The Role of Arbuscular Mycorrhizal Fungi with Paul Schreiner

Arbuscular Mycorrhizal Fungi, commonly abbreviated to AMF, coevolved with plants from 500 million to one billion years ago. Fossil evidence shows AMF in existence back when dinosaurs roamed the earth. Paul Schreiner, Research Plant Pathologist at USDA-ARS in Corvallis Oregon explains that grapes are a very receptive host for AMF and their symbiotic relationship benefits both organisms. AMF helps plants obtain nutrients like potassium and phosphorous. The plant provides AMF with sugars and ...

176: What's your Sustainable Story? | Marketing Tip Monday

It’s here! The tool that you need to tell your Sustainable Story. Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. While our longer-form episodes help you learn about the latest science and research for the wine industry, these twice-monthly micro podcasts will help you share your dedication to sustainable winegrowing so you can show your customers that you share their values. In this week's Marketing Tip we are launching...

175: How to Prepare for Invasive Pests in Your Vineyard

Vineyard farmers manage numerous pests but the invasive species can be some of the most troublesome. Kyle McAbee, President of McAbee Ag Consulting, PCA and CCA sustainability specialist shares what growers need to know to manage pests currently in their area, like Vine Mealybug, and prepare for ones that could come in the future, like Spotted Lantern Fly. Integrated Pest Management (IPM) is critical. Sustainable and conventional growers should rotate chemistries, scout to track location, t...

174: SIP Certified members give back | Marketing Tip Monday

We know our SIP Certified members are generous donors in the community. Last week, we shared the exciting news about the expansion of our Juan Nevarez Memorial Scholarship. In the same spirit of giving back, this week, we want to acknowledge some of the ways SIP Certified brands give back. Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. While our longer-form episodes help you learn about the latest science and research for...

173: Reduce Your Carbon Footprint with Lightweight Wine Bottles

Did you know that standard wine packaging, including the bottle and the process, is 42% of the wine’s total carbon footprint? That statistic is exactly what inspires Erica Landin-Lofving, Chief Sustainability Officer at Vintage Wine Estates to explore alternative packaging. Lightweight bottling positively impacts the full circle sustainability of wine from saving money on glass and transportation to the quality of work for the people lifting cases to less wear and tear on equipment. Erica c...

172: The most important "P"... | Marketing Tip Monday

Of the 3 Ps of Sustainability (People, Planet, and Prosperity), People is no doubt the most important one. Without the supporters, partners, and cherished friends in our community, who would be here to enjoy the prosperous planet we are all striving toward? Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. While our longer-form episodes help you learn about the latest science and research for the wine industry, these twice-m...

171: How to Farm Wine Grapes for Climate Change

Amid extreme weather events, many grape growers ask themselves what they can do to adapt their vineyard for climate change. Chris Chen, Integrated Vineyard Systems Advisor in Sonoma, Mendocino, and Lake Counties at the University of California Cooperative Extension is exploring solutions to this question. Mediterranean climates like California, with hot and dry summers and cold wet winters, are particularly sensitive. Researchers expect temperature maximums will be higher and the minims will...

170: Sustain Your Branding Efforts | Marketing Tip Monday

We hope that the previous Marketing Tips' strategies to build a strong brand and practices to maintain consumer trust have been helpful in planning or reviewing your branding strategy. But branding isn’t something you can set and forget. Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. While our longer-form episodes help you learn about the latest science and research for the wine industry, these twice-monthly micro podcast...

169: Do You Need to Crop Thin Your Vineyard?

The study of whole vine physiology does not isolate one variable in grape growing. It looks at many factors at once including data collection in the plant, in the environment and in fruit. In her research, Patty Skinkis, Viticulture Extension Specialist and Professor in the Horticulture Department at Oregon State University helps growers improve their farming practices by evaluating the plant growth stage, shoot growth, pruning weights, yield, cluster weight, berry size, and fruit chemistry....

168: Do Consumers Trust Your Brand? | Marketing Tip Monday

We are exposed to an estimated 4,000 to 10,000 advertisements per day. Branding and advertising are crucial to the success of businesses, but the trust that your brand builds with consumers carries a heavy load when it comes to the success of your efforts. Do consumers trust your brand? Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. While our longer-form episodes help you learn about the latest science and research for th...

167: Use Biochar to Combat Climate Change

Wood burns twice. The first burn takes wood to charcoal. The second phase takes charcoal to ash. Unless you remove oxygen. Josiah Hunt, Founder and CEO of Pacific Biochar Befit Corporation explains that Biochar is made at a high temperature in an oxygen-limited environment. Organic waste is taken through the first burn phase and by limiting the oxygen, remains charcoal. The final product is buried in the soil where it improves water retention and fertility. And you can do this at your own ra...

166: Did you know...? | Marketing Tip Monday

Did you know… that searches for sustainable goods have increased globally by 71% since 2016? Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. While our longer-form episodes help you learn about the latest science and research for the wine industry, these twice-monthly micro podcasts will help you share your dedication to sustainable winegrowing so you can show your customers that you share their values. Today we share two...

165: Become a Microbe Farmer: Make Compost

Composting is taking diverse organic material and making a habitat for the microbes that will process the material. Jean Bonhotal, Director of Cornell Waste Management Institute in the Department of Soils and Crop Sciences explains that there are three necessary ingredients to make a great compost. First, the pile should start with carbon-like woodchips to help move air through. Second, add in wet waste like food or pomace. And third, top the pile with carbon. The most important factor in ...

164: 3 Ways to Build a Strong Brand | Marketing Tip Monday

Did you know that telling your sustainability story can help you sell more wine? Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. While our longer-form episodes help you learn about the latest science and research for the wine industry, these twice-monthly micro podcasts will help you share your dedication to sustainable winegrowing so you can show your customers that you share their values. Today we share three ways you ...

163: Onsite Compost Production Using Vineyard Waste

Like with many projects on a sustainable farm, composting at Niner Wines Estates began with a problem; what could be done with all the pumice from the winemaking operations. Patrick Muran Winemaker at Niner Wine Estates started experimenting with thermal aerobic composting in 2016. With a 200-acre property, the farm has a diverse array of plant material coming from the restaurant garden, cover crops, and vineyards. Patrick explains how they turned a waste stream product into a valuable commo...

162: 3 Places to Talk About Sustainability in Your Marketing | Marketing Tip Monday

"In North America, and the U.S. particularly, sustainability has grown from a nice-to-have to a key trigger for consumers," according to Food Business News. Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. While our longer-form episodes help you learn about the latest science and research for the wine industry, these twice-monthly micro podcasts will help you share your dedication to sustainable winegrowing so you can show ...

161: Use Storytelling to Sell More Wine

Understanding why people drink wine allows you to use their attitudes and behaviors to improve your marketing to keep your customers coming back. This research is exactly what Kathy Kelley, Professor of Horticultural Marketing and Retail Business Management at Penn State University loves to do. In her studies, she has found that sustainability is very important to customers however it can mean different things to different people.  While 7 out of 10 adults in the United States consider purch...

160: Sneak Peek – The Marketing Strategy You’re Not Using | Marketing Tip Monday

Understanding why people drink wine allows you to use their attitudes and behaviors to improve your marketing to keep your customers coming back. Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. While our longer-form episodes help you learn about the latest science and research for the wine industry, these twice-monthly micro podcasts will help you share your dedication to sustainable winegrowing so you can show your custom...

Bonus: Green Medal Awards – Leaders in Sustainability

Now in its eighth year, the California Green Medal Sustainable Winegrowing Leadership Awards provide recognition to vineyards and wineries that are leaders in implementing the Three E’s of sustainability (environment, economic and social equity). Welcome to Sustainable Winegrowing with the Vineyard Team where we bring you the latest in science and research for the wine industry. I’m Beth Vukmanic, Executive Director at Vineyard Team, steering committee member and judge for the California G...

159: Under-Vine Vegetation to Control Vine Vigor

Under vine cover crops can both improve soil health and control vine vigor. Justine Vanden Heuvel, Professor and Chair of the Horticulture Section School of Integrative Plant Science at Cornell University and Michela Centinari Associate Professor of Viticulture at the Department of Plant Science at Penn State University have trialed different cover crops to find the best plants for vineyards. By adding a cover crop under the vine, growers can impact the size of the vine by stopping vegetativ...

158: Why Brands Certify Their Wines Sustainable | Marketing Tip Monday

Over the past two weeks, we've looked at studies showing that people everywhere have been making more sustainable purchases, and how they are doing this by seeking out products with eco-certifications -- and wine is no exception! The wine market is steadily growing, and the majority of sales come from retail outlets. This is why putting the SIP Certified seal on your bottle is the best way to be sure your wine isn't being overlooked when shoppers are out looking for sustainable wines.  We...

157: Help Us Give the Gift of Higher Education

Vineyard Team’s Juan Nevarez Memorial Scholarship provides multi-year, higher education investments in the children of vineyard and winery workers on California’s Central Coast based on academic excellence, financial need, and community involvement. The majority of awardees are first-generation college students. This funding supports students and their families in achieving their dreams of successful graduation from a trade, or two- or four-year school to pursue a professional career. Vine...

156: Is your wine being overlooked? | Marketing Tip Monday

Most wine shoppers purchase from retail outlets, whether online or in person. This means that the majority of your wine sales probably aren't coming from your tasting room or even your winery's website, where you have a controlled platform from which to deliver the message of your brand's sustainability. With the search for sustainable goods on the rise, you need a way to let wine enthusiasts know about the sustainability of your wine when you can't be there to tell them. Welcome to Market...

155: Sustainable Vineyard Management Across Different Climates

As a vineyard advisor across the United States, Fritz Westover, Viticulturist at Westover Vineyard Advising and host of the Virtual Viticulture Academy, has the opportunity to see a lot of different vineyards, varieties, diseases and climates. Much of his work in recent years is in Texas. This large state about the size of France has a number of challenges including rain that is not seasonal, Pierces Disease, late spring and fall freezes, hail, and poor water quality. Fritz and Craig, both f...

154: Is Wine Certification Worth It? | Marketing Tip Monday

The number of winery businesses has grown, on average, 4.5% each year for the past five years, with over 7600 wineries currently operating in 2022. Among the dizzying sea of wine options, having a certification differentiates your brand! Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. While our longer-form episodes help you learn about the latest science and research for the wine industry, these twice-monthly micro podcas...

153: The Role of Nematodes in Soil Health

Think most nematodes are parasitic? Actually, the majority are beneficial and can provide biological control for bacteria, fungi and other nematodes. Deborah Neher, Professor in the Department of Plant and Soil Science at the University of Vermont explains that the name nematode in Latin means roundworm. But do not confuse these worms with the common earthworm. They have a very simple anatomy that is purely dedicated to eating and reproduction. The microscopic, aquatic organisms live in wate...

151: The Role of the Soil Microbiome in Soil Health

Soil is alive and we want a lot of life in the soil. According to Deborah Neher, Professor in the Department of Plant and Soil Science at the University of Vermont, healthy soils have three components. These are a range of different pore sizes to help with structure as well as balance water and air; balanced pH and nutrients; and organic matter to hold moisture and nutrients as well as provider microbes. Soil structure is created by mineral particles, bacteria, fungi, and plant roots. What d...

152: Tips to Train Your Staff from 3 SIP Certified Members | Marketing Tip Monday

With over 250 members in our SIP Certified program for sustainable winegrowing, it's no surprise that there are many tried and true methods for keeping staff informed and up to date on matters of sustainability. For this last Marketing Tip in the Train Your Staff series, we talked to a few of our members about how they make sustainability a familiar and comfortable topic among their sales and hospitality staff. Welcome to Marketing Tip Monday with SIP Certified. We know customers are looki...

149: Fair Market Trade: Arbuscular Mycorrhizal Fungi and Grapevines

Arbuscular Mycorrhizal Fungi, known as AMF, has an interesting an important relationship with plants, grapevines included. AMF helps vines take up mineral nutrients, creates a layer of protection from pathogens by occupying plant cells, and seems to improve soil structure and water movement.  In turn, grapevines supply carbohydrates to the fungus. Scientists believe the pant calculates the value of giving carbon in exchange for nutrients provided by the AMF. Tian Tian, Viticulture Farm Adv...

148: Research Shows Soaring Demand for Sustainable | Marketing Tip Monday

People today are growing increasingly environmentally conscious. WWF commissioned global research by Economist Intelligence Unit (EIU) in 2021 (An Eco Awakening) that found that searches for sustainable goods have increased globally by 71% since 2016. If you're not telling consumers that your business is run sustainably, now's the time to start! Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. While our longer-form episodes...

150: Can your team talk about sustainability? | Marketing Tip Monday

Does your team understand what sustainable winegrowing is? Can they talk with your clientele about sustainability? We have made a great online course that will help anyone learn the basics of sustainability and the SIP Certified Program! And, do not worry, you do not need to be in the SIP Certified program to take advantage of this class and it only takes about 30 minutes. Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. Wh...

147: Big Picture Economic Themes in Wine Production

There has been a big surge in wine consumption on a macro level in recent years. California production is down due to both the removal of acres and climate challenges. Because national production cannot keep up with demand, imports have increased. Dr. Christopher Thornberg, Founding Partner at Beacon Economics and Director of UC Riverside Center for Economic Forecasting looks at big picture economic themes in the wine industry. From differentiation with sustainability, to an economic perspec...

146: Teach Your Tasting Room Team About Sustainability | Marketing Tip Monday

The warm summer months attract tourists and locals alike to the beautiful wineries and tasting rooms of popular winegrowing regions. With this predictable increase in consumer traffic in mind, it's a good idea to educate your consumer-facing staff about your sustainable practices so they are prepared to share your brand's values with new and returning patrons while serving up your latest creations. Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines ...

145: New Class of Compounds Linked to Smoke Taint in Wines

As researchers were creating a training procedure to identify smoke tainted wines, they made a breakthrough discovery that links a class of sulfur-containing compounds called thiophenols to the undesirable ashy flavors found in impacted grapes. Elizabeth Tomasino, Associate Professor, Department of Food Science and Technology at Oregon State University explains that early research believed that the culprit for smoke taint was phenols with an alcohol group. But just adding volatile phenols to...

144: Are you using the right message on social media? | Marketing Tip Monday

Your brand's website is an excellent hub for consumers to find your brand's core information, such as your address, hours of operation, menu, shop, history, and awards. But what can you to do connect with your loyal supporters in their daily lives? Regularly post on social media, of course! Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. While our longer-form episodes help you learn about the latest science and research fo...

143: Can Barrier Sprays Protect Against Smoke Taint in Wine?

“When smoke impact in the vineyard is great enough to impact the fruit and causes inferior wine, then we start calling it smoke taint.” explains Anita Oberholster, Professor Cooperative Extension Enology in the Department of Viticulture and Enology at the University of California, Davis. During a wildfire event, the lignin in vegetation is broken down, releasing volatile phenols. While there are naturally occurring phenols in grapes, this release causes an excess which can impact the final...

142: Partner with an Influencer | Marketing Tip Monday

Have you worked with a social media influencer? While the concept of working with influencers may sound intimidating to some, we can assure you that with clear goals and succinct calls to action, the process is super rewarding and for direct to consumer sales can be very lucrative. Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. While our longer-form episodes help you learn about the latest science and research for the win...

141: Financial Aid to Replant Red Blotch Infected Vines

Did you know that the Farm Service Agency offers financial assistance to remove and replant vines infected with Red Blotch? Jeff Sledd, County Executive Director at the San Luis Obispo County Farm Service Agency explains how the Tree Assistance Program (TAP) offers commercial farmers aid with multiple qualifying disasters including natural occurrences like freezing or floods, and diseases including Pierces Disease and Red Blotch. The Farm Service Agency is a national program with county-le...

140: Does social media impact wine sales? | Marketing Tip Monday

Thach and Lease asked the managers of 375 United States wineries, "How much impact do you believe your social media efforts have on wine sales?"  87% of respondents said they believe that their social media presence increases sales.   Welcome to Marketing Tip Monday with SIP Certified. We know customers are looking for wines labeled as sustainable. While our longer form episodes help you learn about the latest science and research for the wine industry, these twice monthly micro podcasts ...

139: Vineyard Irrigation Scheduling

What is the most important factor in vineyard irrigation scheduling? Organization. Having defined company goals and someone in charge of holding the team accountable. Tom Shapland, Co-founder and CEO of Tule Technologies and Lucas Pope, Director of Operations at Coastal Vineyard Services share their top challenges and strategies to apply the right amount of water at the right time. Incorporating tools like soil moisture sensors, plant-based monitoring, weather data, and soil types helps farm...

138: 5 Tips for Your Wine Brand's Social Media | Marketing Tip Monday