2018 Schedule Outline

    • Tuesday, February 20, 2018
    •  
      8:15 AM  -  9:00 AM
      Registration
      9:00 AM  -  10:00 AM
      Welcome and State of the Industry | Sponsored by WineDirect (Vin65)
      Rob McMillan will return to present the Silicon Valley Bank, State of the Industry report with a specific focus on Oregon’s placement. Danny Brager will present Nielsen and new DTC data for Oregon wines, identifying the growth trends in varietal, price and regional categories and providing predictions for future growth. Christian Miller of Full Glass Research will present his research findings from his Economic Impact Study of Oregon.
      10:00 AM  -  10:45 AM
      Trade Show Break
      10:45 AM  -  12:45 PM
      Producing High-Quality Sparkling Wine: An Exploration from Farming to Tirage (with Tasting)
      Emma Rice, director of production and sales of Hattingley Valley UK will moderate the panel and inform attendees on considerations for developing a luxury quality sparkling region. Belinda Kemp, research professor at Brock University, Ontario, will present research on exploring leaf-pulling techniques for quality and Pinot noir press cuts for quality traditional method sparkling production accompanied by a tasting of Adelsheim press-cut Pinot noir base wines. Nate Klostermann of Argyle Winery will present Chardonnay base wines fermented in three different vessels. Rob Stuart of R.Stuart & Co. will discuss his beginnings with developing a premium method traditional sparkling wine brand and will present along with Nate Klostermann of Argyle a base wine blending trial. Eglantine Chauffour of Enartis will also join this panel.
      10:45 AM  -  12:45 PM
      What's Next for Oregon? Exploring Oregon's Changing Wine Landscape
      Industry experts will explore statewide considerations for quality and growth and discuss how Oregon wine can grow and rise to the next level of market success. Bree Boskov, a Master of Wine and wine industry consultant specializing in wine trade education development, will moderate this panel discussion, joined by Liz Thach MW, distinguished professor of wine and a professor of management at Sonoma State University and Chris Tanghe MS, chief instructor for GuildSomm and Wine Enthusiast 2017 Sommelier of the Year. The panel will feature highly regarded author, designer of the AVA system, and land use and alcoholic beverage attorney, Richard Mendelson. The panel will share their expert views on wine labeling, quality certifications and AVA considerations and expansion opportunities for AVA and known varieties.
      Moderators:
      12:45 PM  -  2:00 PM
      Lunch
      1:00 PM  -  1:30 PM
      OWA and OWB Presentations | Sponsored by FedEx
      Learn about the important projects and programs being conducted to help your business at both the Oregon Winegrowers Association (OWA) and the Oregon Wine Board (OWB). The OWA, a member-funded organization, will inform and update you on all the advantages of being part of the OWA community including legislative advocacy, regulatory compliance guidance and cost savings opportunities. Learn how the OWA is working to protect and enhance the investment you are making in your winery and vineyard operations. The OWB, a semi-independent state agency funded through the tonnage tax, will take you through the accomplishments of the past year in marketing, media relations and educational programming before giving you a sneak peek of what’s in store for the coming year.
      1:30 PM  -  2:00 PM
      Experimental Wine Trial Talks
      Chair of the Oregon Wine Symposium Wine Trials Committee, Ben Casteel, will give a description of the 2017 wine experiments. Symposium attendees will be able to taste the outcome of each of these experiments and ask questions during the trade show break immediately following the trial talks. The trade show map will indicate the booth location of each experiment.
      2:00 PM  -  3:30 PM
      Trade Show Break and Experimental Wine Trials | Sponsored by Columbia Bank
      3:45 PM  -  5:00 PM
      Alcohol's Influence on Sensory Development
      The impact of grape ripening has numerous significant chemical and sensorial aspects of wine. Seasonal variation, vineyard location, and grape variety all impact the extent of ripening, commonly referred to as “hang time,” that can occur. Within the past 10 years, the production of higher ethanol content wines from fruit that has undergone hang time has become more common. Little research has been done to evaluate the impacts of hang time on grapes and wine. In this presentation, the impacts of ripening and ethanol concentration on the wine chemical and sensory composition will be discussed in relation to Washington state Merlot, Syrah, and Cabernet Sauvignon grapes. In each experiment, fruit was picked at three different soluble solids (20, 24 & 28 Brix) over a 55 to 66-day period. Further in each experiment, the amount of ethanol produced was controlled by sugar addition (chaptalization) or juice removal and water addition (saignée-water back) prior to fermentation. The results of these experiments will be discussed with regard to how hang time and ethanol concentration influences sensorial aspects of wine and how color and tannin changes during ripening and wine aging.
      Speakers:
      Moderators:
      3:45 PM  -  5:00 PM
      Benchmarking for Wine Business Profitability | Sponsored by State Law Database
      This session will present ways in which wineries and growers can utilize benchmarking to gauge and improve the performance of their companies. Tim Hanni, MW will launch Oregon Wine Board’s Grape & Wine Profit & Sales Channel Calculator tool, the first of its kind and available to all Oregon producers through exclusive agreement. This uniquely Oregon tool will provide producers with an understanding of their true cost of goods and variable pricing and channel management strategies. Lesley Berglund of WISE and Matt Franklin of Zepponi & Company will share trends within the DTC and three-tier sales channels, mergers and acquisitions, and strategies being employed to meet current challenges and opportunities in the industry.
      3:45 PM  -  5:00 PM
      Distribution Round Table: How to Engage & Support Your Distributors | Sponsored by State Law Databa
      This session will feature a panel of distributors from varied backgrounds that will inform attendees on how to navigate the distributor landscape with a focus on distributors engagement and how to support your distributors to increase sales and market presence. The panel will be led by Elaina Kroll of Elixir Consulting and will feature Amanda Schark of Skurnik, Luke Wohlers of Walden Selections, Chris Riendeau of Southern, who will focus on navigating control states, and Tanya Riesbeck, who will introduce new opportunities for distribution. The session will then break into a roundtable discussion with industry distribution experts.
      Moderators:
      3:45 PM  -  5:00 PM
      Techniques for Managing High-Vigor Vineyards
      The bountiful natural terroir of Oregon has left many vineyards with excessive vegetative growth. High vigor can lead to a host of deleterious effects on grape and wine quality. Many grapegrowers annually employ intensive remedial canopy management techniques in response to high-vigor issues. The speakers in this session will address perennial vigor management strategies. From New Mexico State University, Dr. Gill Giese will share results from a long-term study of complete vineyard floor cover cropping and root pruning. From the University of Georgia, Dr. Cain Hickey will discuss results from research on the use of root restriction and rootstocks as a vigor management tool.
      5:00 PM  -  7:00 PM
      Oregon Wine Soirée | Sponsored by COUNTRY Financial & Willamette Cross Flow
    • Wednesday, February 21, 2018
    •  
      8:15 AM  -  9:00 AM
      Registration
      9:00 AM  -  9:30 AM
      Welcome and Climatology Report | Sponsored by Northwest Distribution and Storage
      This highly anticipated session is back again for 2018. Dr. Greg Jones, professor and research climatologist at Southern Oregon University, will share a 2017 vintage review of the weather, climate trends and production characteristics as well as a forecast for the 2018 vintage.
      Speakers:
      9:30 AM  -  9:45 AM
      Research Update
      Learn about the investment OWB makes in research each year, the current projects underway and why this work is critical for the success and advancement of the Oregon wine industry.
      9:45 AM  -  11:15 AM
      Trade Show Break
      10:00 AM  -  10:30 AM
      Mini-Session | Wine Labeling - Getting it Right the First Time
      Upon completion of this session the industry member will be able to successfully apply TTB’s updated labeling requirements and allowable revisions to their labeling process so as to decrease their amount of label submissions and increase the success of their first time submissions to COLAs online.
      Speakers:
      11:15 AM  -  12:30 PM
      Labor Supply: A West Coast Perspective
      This session will focus on trends and the future of labor availability as it relates to the West Coast grape and wine industry. Carlos Castañeda from La Alianza in California will present on the history, Washington DC politics and current West Coast labor situation. Tony Viramontes of Jackson Family Wines will discuss best practices, economics of quality employment surrounding the H2A visa and developments of piece-rate pay. Jeff Stone of Oregon Association of Nurseries will provide insights into the local nursery and agriculture employee availability and landscape in Oregon.
      Moderators:
      11:15 AM  -  12:30 PM
      Strategies of Channel Management
      With diverse and varying margins, how does a winery decide how to build and manage sales channels to maximize both profit and brand? Wholesale selling in off-premise independent versus chains, on-premise by the bottle or by the glass, direct-to-consumer channels – what path or paths should you take with your brand?Please join panelists from variously sized Oregon wineries who have all approached the topic differently and successfully. Please join panelists from variously sized Oregon wineries who have all approached the topic differently and successfully. Amy Prosenjak from A to Z Wineworks will lead the discussion with Gaironn Poole of Poole & Sons Consulting, Annie Schull from Raptor Ridge Winery and Alison Sokol Blosser of Sokol Blosser Winery.
      11:15 AM  -  12:30 PM
      Success Strategies for Increasing Wine Tourism
      Distinguished professor of wine and professor of management at Sonoma State University, Dr. Liz Thach, MW, will present her global research on wine regions that have successfully integrated wine tourism into their sales channel. Morgen McLaughlin, Executive Director of Willamette Valley Wineries Association, and former Executive Director for Santa Barbara Vintners’ Association and Finger Lakes Tourism and Jeff Knapp, Executive Director of Visit McMinnville will inform a panel discussion on how to build and attract repeat wine tourism. Travel Oregon culinary and agricultural tourism developers Scott Bricker and Michelle Woodard will present their findings and case studies on the benefits of coordinating tourism efforts and will advise on strategies to secure Travel Oregon grant funding.
      11:15 AM  -  12:30 PM
      Understanding Control Points from Crush Pad to Barrel in the Minimal-Intervention Cellar
      Low-intervention and ‘natural’ wines have carved out a category for themselves in the wine market, leading to increased interest in these practices among both consumers and producers alike. Within this wine segment, winemaking methods are widely variable, and the resulting wine styles diverse. This session will offer both scientific and experience-learned techniques that can be utilized from fruit reception through élevage. New research from Sydney Morgan at the University of British Columbia, will be presented on different concentrations of sulfur dioxide additions at crush and its effect on different Saccharomyces cerevisiae strain compositions during fermentation. Guest winemakers and consultants include Eric Texier from the Rhône Valley, Mike Roth from Santa Barbara, and Chad Stock from the Willamette Valley, who will offer insight and strategies that can be applied in the cellar to lessen the reliance on modern winemaking tools without sacrificing quality.
      12:30 PM  -  2:00 PM
      Lunch and Awards Ceremony | Sponsored by Ardagh Group
      The Oregon Wine Industry Awards honor people who have gone above and beyond the call of duty to help advance our community. Their hard work and dedication is essential for our industry’s continued success and growth. This year, recognition is given to members of the Oregon wine community, both pioneers and newcomers, with five award categories: Lifetime Achievement Award, Founders Award, Outstanding Industry Leadership Award, Vineyard Excellence Award and Industry Partner Award. Join us for a special celebration as we honor their contributions and achievements.
      1:40 PM  -  2:00 PM
      Experimental Wine Trial Talks
      Chair of the Wine Trials Committee, Ben Casteel, will give descriptions of their 2017 experiments. Symposium attendees will be able to taste the outcome of each of these experiments and ask questions during the trade show break immediately following the trial talks. The trade show map will indicate the booth location of each experiment.
      2:00 PM  -  3:30 PM
      Trade Show Break and Experimental Wine Trials
      3:30 PM  -  5:00 PM
      Dynamic Pricing: The Art & Science of Pricing to Increase the Economic Health of Your Wine Business
      Dr. Steven Cuellar of Sonoma State University Wine Economics will present and lead a panel discussion on the importance of understanding consumer perspectives surrounding value pricing differences and having flexible pricing strategies to increase sales and move cases while protecting your brand. Industry experts in sales strategy development and channel management, consultant Chris Cullina, Elk Cove Creative Director Anna Campbell, and Jim Blumling of Copper Cane will inform the pricing discussion and offer practical insights, strategies and take-aways for the health of your wine business. Elaina Kroll of Elixir Consulting will moderate this session.
      Moderators:
      3:30 PM  -  5:00 PM
      Examining the Role of Oxygen as it Informs Chardonnay Styles (with Tasting)
      Glutathione, a natural grape antioxidant, can protect the aroma and flavor of white and rosé wines and prevent premature aging. The glutathione content in grapes indicates their antioxidant potential, and can be influenced by a number of factors including soil nitrogen, vineyard practices and grape maturity levels. Glutathione is often lost during the winemaking process through contact with air or copper residues and will also fluctuate during production, as the compound can be absorbed by yeast and released post fermentation. Steve Price and Eric Hervé of ETS Laboratories will share their research on the mechanics of glutathione in white wine production and its effect on wines’ biological and sensory performance. The research will be informed by a tasting of Willamette Valley Chardonnay and corresponding analysis from ETS. The discussion will focus on oxygen and its relationship to sensorial attributes of Chardonnay, namely how the wine is handled from grape to bottle and the intent behind the process. Winemakers Ken Pahlow of Walter Scott, Wynne Peterson-Nedry of Chehalem Winery and Marcus Goodfellow of Goodfellow Family Cellars will discuss their approach to the handling and aging of their wines, and how their individual approach defines the wine in its infancy and its life in the bottle.
      3:30 PM  -  5:00 PM
      Master Marketing Automation to Increase DTC Sales
      Marketing automation can help wineries reach customers at the right time with the right content. Historically, setting up automation has been complicated, labor-intensive, and costly. But times are changing, and creating automation workflows is made easier through applications wineries may already have in use, including Square POS, MailChimp, or an e-commerce provider. This panel will discuss automation best practices and how they can increase tasting room and online sales.
      3:30 PM  -  5:00 PM
      Powdery Mildew Management
      Come to this session to explore powdery mildew management for the 2018 growing season, fungicide resistance management, and cultural, registered synthetic and alternative product management tactics. Questions such as what producers can do now, when to start your program this season and how to manage your program for maximum efficacy will be addressed taking into consideration wine regions located on both east and west sides of the Cascades. Doctor of Plant Pathology Michelle Moyer of Washington State University will explain powdery mildew biology while Dr. Jay Pscheidt of Oregon State University will take an in-depth exploration into management details for the disease. Dr Andrew Landers of Cornell University and author of Farm Machinery Investment and Management Effective Vineyard Spraying, will discuss a multidisciplinary approach to pesticide application and provide tips for working with biologists to ensure engineering techniques are biologically effective.
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