The Vineyard to Market Workshop Series launches this spring as a three-part program designed to support Lake County growers in navigating today’s market landscape. Each session will focus on a critical piece of the grower-to-buyer relationship, from understanding winery expectations to refining how vineyards are positioned and communicated, to gaining clarity around contracts and negotiations.

Workshop 1 | April 29, 2026, 9:00 AM - 11:00 AM

Buyer Perspectives: What Wineries Are Looking for From Growers

An inside look at how wineries evaluate vineyard partners, including current market conditions, quality expectations, and key factors influencing purchasing decisions.

Speakers: 

• Ben Byczynski, Director of Vineyard Operations, Draxton Wines
• Ryan Decker, Owner, DeckerVIT

Workshop 2 | May 20, 2026, 2:00 PM - 4:00 PM

Vineyard Branding & Messaging: Communicating the Value of Your Vineyard

A practical session focused on how to clearly position and communicate vineyard value. Topics will include messaging strategies, supporting materials, and alignment with broader regional narratives, along with real-world examples of effective vineyard tech sheets and communication tools, concluding with a customizable vineyard tech sheet template growers can apply to their own vineyard.

Speakers: 

• Ryan Decker, Owner, DeckerVIT
• Jenny Keller, President, Lake County Winegrape Commission

Workshop 3 | June 10, 2026, 9:00 AM - 11:00 AM

Understanding Grape Contracts & Negotiations

An overview of grape contracts and negotiations, including pricing structures, key terms, and current market dynamics. Industry brokers and market experts will share insights to support more informed decision-making.

Speakers: 

• Christian Klier, North Coast Grape Broker, Turrentine Brokerage
• Glenn Proctor, Partner/Owner, Ciatti Company

Free to attend. 

RSVP required: 

events@lakecountywinegrape.org