Amid news of oversupply and decreased demand, the wine industry has an opportunity to adapt to the changing market. Audra Cooper, Director of Grape Brokerage, and Eddie Urman, Central Coast Grape Broker at Turrentine Brokerage, discuss key grape and wine industry trends, from oversupply and vineyard removals to the growing necessity of sustainable certification. They explore regional dynamics, bulk wine market shifts, and future trends, emphasizing innovation, industry collaboration, and better marketing to stay competitive. LISTEN TO THE PODCAST Resources:         258: 5 Ways Certification Makes Brands the SIP | Marketing Tip Monday 259: Winegrape Market Trends of 2024 265: How to Stand Out on Social Media in 2025 268: How to Tackle Leadership Transitions Successfully Turrentine Brokerage Turrentine Brokerage - Newsletter Vineyard Team Programs: Juan Nevarez Memorial Scholarship - Donate SIP Certified – Show your care for the people and planet   Susta

The sustainable winegrowing community is growing! Its members are here because they believe in the cause. They value our planet and its human and natural resources. They know that through sustainable agriculture practices, we have the power to improve the health of the people and the planet now and into the future. There are a lot of buzzwords today surrounding eco-friendly production: Regenerative Sustainable Climate smart Carbon footprint Social equity Did you know that the sustainable winegrowing community touches all of these points?   1. Regenerative. From the block to the bottle, making wine is a science. Growers and vintners alike must understand and work with nature to make a quality product, and sustain their business for years to come. That’s why sustainable winegrowers use practices that protect and regenerate natural resources: Enhance soil health and biodiversity by planting cover crops and using compost and biochar. Support native wildlife species by preservin

Do you know where your food comes from? “Food disconnect” is a term used to describe the average consumers lack of knowledge about where their food comes from and how it’s made. When it comes to wine, most people only see the finished product: what’s in their glass. For sustainable wine brands, there’s yet another level to this disconnect: While consumers name food and beverage as one of the most important industries when it comes to sustainability, more than one in four US adults said they don't know what makes a product sustainable (Morning Consult, 2022). This introduces an opportunity for sustainable winegrowers and winemakers.   Sustainability Sells! After Kathy Kelley and her colleagues at Penn State University learned about the environmental benefits of using cover crops under grapevines, they wondered if promoting this sustainable practice could be part of a marketing strategy to sell more wine. When they tested this theory with

7 Ways to Share Your Sustainable Story Once we learned that storytelling helps customers understand your sustainable practices and can increase your sales, we’ve been dedicated to helping you: Write your Sustainable Story. Teach your team about it. Share it with your audience. Throughout the year, we’ve shared tips on how to integrate your sustainable message into every level of your branding and marketing. As the year comes to an end, we’ve put them all together for you below!   1. Does your staff know about sustainability? Did you know that of the 48% of employees in the food and beverage industry who receive regular training, only 4.5% receive training about their company’s mission and values? If you aren't regularly talking to your staff about your company's mission and values, you're missing out on opportunities to create a more informed and dedicated team! Click here to learn about the latest SIP Certified training tool to teach your staf

*Insert cheesy quote about how fast time flies…*  In all seriousness, 2023 has been a blur and full of exciting challenges and opportunities in the world of marketing for the wine and beverage industry.  Here is a look back at all the expert tips we’ve shared throughout the year to help wineries and wine brands elevate their marketing and branding that remain relevant as we enter the New Year:  Branding & PR Press Kit vs Media Kit - Make sure you have the right information for the intended audience. What is a brand refresh? - The short answer is that it’s a makeover for your company.  Experiential Marketing & Emerging Trends Elevating Wineries with Virtual Reality (VR) - The Ultimate Guide - Transport your customers into the enchanting world of winemaking and cider production through immersive virtual reality experiences.   Experiences that Your Winery Audience are sure to LOVE! - Two ways to create engaging, memorable experiences

Blossoming in North America’s scenic landscape, winery businesses face a unique challenge: how to effectively market themselves without breaking the bank. Here are three marketing tips that can help you breathe some life into your wine brand, while on a budget:  Tip #1: Strategic Social Media Focus your efforts on a relevant social media platform and be consistent. Interact meaningfully with your audience, responding to comments and messages promptly. Amplify your reach with strategic use of hashtags, and utilize free scheduling tools to maintain a steady online presence.  Tip #2: Collaboration for Elevation  Forge collaborations with local eateries, influencers, and complementary businesses. Cross-promote each other's offerings, exposing your wine brand to new audiences. A collaborative Grape Stomping event hosted by Taste of Abby and Tourism Abbotsford at Singletree Winery Tip #3: Showcase User Reviews  Transform happy customers into your

Your tasting room may be the most customer-facing facet of your wine business. This makes it the perfect setting to display your dedication to sustainability. Provide visual cues to let your guests know that the wine they sip is more than delicious – it’s environmentally and socially responsible. Get inspiration from this Marketing Tip to share your commitment with your guests in fun, decorative ways.   Sign Sustainably Communicate what your business values by using eye-catching signage. On a recent Team trip to Oso Libre, we could immediately see that they are passionate about sustainability. Their passion is seeded throughout every area of the tasting room. From sustainable signs posted on the fence line, to informational pieces hung inside, outside, and even in the restrooms, every wall has a message that connects guests what sustainability really means to Oso Libre.  Curious tasters are enticed by in-depth material that welcomes them to dig a littl

LISTEN IN Sustainable Winegrowing...on the go! The Sustainable Winegrowing podcast brings you the latest science and research for the wine industry from the world's top experts and experienced growers. In the time it takes to drive from one vineyard to another, you can listen to in-depth technical information on topics like integrated pest management, fruit quality, water conservation, and nutrient management. Sharing your Sustainable Story with your visitors is made even easier with our Marketing Tips episodes. Listening is easy: Search for Sustainable Winegrowing on your podcast player. Click subscribe so that you never miss an episode. Use your new knowledge to make smarter, sustainable vineyard management decisions to increase efficiency, conserve resources, and maximize product quality. Here's what Greg Pennyroyal, Vineyard Manager at Wilson Creek Winery and Professor of Viticulture at Mount San Jacinto College has to say: "It is obvious that the Vineyard Team po

Join us tomorrow for eCELLAR's The Pulse Presents:  AI in Action – Tools, Tips, and What’s Next with Andreas Mueller-Schubert Event Date: 10/01/2025 @ 9AM Location: Zoom webinar RSVP Discover practical AI tips and tools for everyday business success with Andreas Mueller-Schubert AI is not just coming - it’s already here, reshaping how we all work and make decisions. In this practical and conversational eCELLAR's The Pulse session, AI expert Andreas Mueller-Schubert will explore how AI is transforming businesses of all sizes, especially in areas like marketing, operations, and team productivity. We’ll talk about the opportunities (and challenges), tools that are actually useful today, and what it means to stay competitive in a world where the edge goes to those who use AI well. No jargon, no hype, just a real conversation with someone who’s helping businesses make AI work for them. Andreas Mueller-Schubert is Managing Partner at WSI Next Gen

Discover practical AI tips and tools for everyday business success with Andreas Mueller-Schubert AI is not just coming - it’s already here, reshaping how we all work and make decisions. In this practical and conversational eCELLAR's The Pulse session, AI expert Andreas Mueller-Schubert will explore how AI is transforming businesses of all sizes, especially in areas like marketing, operations, and team productivity. We’ll talk about the opportunities (and challenges), tools that are actually useful today, and what it means to stay competitive in a world where the edge goes to those who use AI well. No jargon, no hype, just a real conversation with someone who’s helping businesses make AI work for them. Andreas Mueller-Schubert is Managing Partner at WSI Next Gen Marketing, a Napa-based digital agency that works closely with many local wineries and small businesses. With past leadership roles at Microsoft and Siemens, Andreas brings a strong background in global te