Rohnert Park, CA – As the wine industry becomes more deeply rooted in the global marketplace, we have an opportunity as an agriculturally based business to become leaders with sustainable winegrowing. To do so will nurture not only our land and the next generation of farmers, but serve as a model for responsible business.
On April 3rd the Wine Business Institute at Sonoma State University is offering an in-depth course of how to create a marketing and business strategy for sustainable winegrowing. Instructors Allison Jordan, VP of Environmental Affairs for Wine Institute, and Marie Gewirtz, Owner of Marie Gewirtz Marketing & PR, who specializes in strategic sustainable marketing, will examine the fundamentals of soil and pest management, air and water quality protection, energy and water efficiency, habitat preservation and environmentally preferred purchasing, as well as enhancing human resources and relationships with neighbors and communities. Sustainable, Organic, and Biodynamic certification programs and other tools for improvement will be discussed, along with marketplace trends for sustainably produced wine and other products. Effective marketing in addressing and communicating how we are meeting these environmental challenges with appropriate solutions will become the future road map for the wine industry. Participants will be taught practical ways to create and implement a strategic plan with clear, concise, and authentic messaging to communicate sustainability and introduce new practices that correspond to company goals.
Industry leaders Karissa Kruse of Sonoma County Winegrape Commission, John Garn of Viewcraft, who is one of the leading experts on environmental solutions in this new economy, and Julien Gervreau, senior sustainability manager for Jackson Family Wines will add insights from their experience to demonstrate the business value of sustainable winegrowing for companies and for winegrowing regions. These guest speakers will clarify how these practices are being communicated in the market and public policy arenas.
This all day seminar (8:30 am – 5:00 pm) will be held at the Biodynamic Estate of Benziger Family Winery at 1883 London Ranch Road in Glen Ellen, CA. A luncheon using ingredients sourced from local stewards of the land practicing sustainable, organic or Biodynamic farming methods will be included followed by an estate tour led by Mike Benziger, Winegrower, General Manager and Tribute Winemaker.
For more information visit www.sonoma.edu/winebiz or contact Erin Ringstad, erin.ringstad@sonoma.edu, or 707-664-3235.
About Sonoma State University’s Wine Business Institute
Sonoma State University’s Wine Business Institute is located in the heart of California wine country and was created through a public-private partnership between the university and the wine industry. Founded in 1996, it is the first program in the United States to offer undergraduate and graduate degrees focused exclusively on the business aspects of the wine industry. In addition to its academic programs the Wine Business Institute offers an array of seminars and certificates. Its faculty members are published experts, active researchers, and requested presenters on pressing industry topics. The Wine Business Institute operates within Sonoma State’s School of Business and Economics, a fully accredited AACSB institution. Learn more at sonoma.edu/winebiz.
