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Agenda for WineVision Annual Meeting -- Putting the Wine Consumer First!

Business Editors/Food & Wine Writers

WineVision: American Wine in the 21st Century has released the agenda for its July 10-11 annual meeting at the Napa Valley Marriott.

Invited "expert" speakers include the California "Governor" of the international Slow Food Movement, consumer analyst Willard R. Bishop, Paul van der Lee of the Australian Wine and Brandy Corporation and Sean Baenen, managing director, of the Odyssey Group consumer market survey firm.

National wine trade groups presenting include the California Association of Winegrape Growers, Wine Institute and American Vintners Association. Regional wine trade associations from throughout California as well as from Washington, Ohio, Missouri, North Carolina, Texas and other states also will be represented. Wine promotion groups such as WineBrats, Zinfandel Advocates and Producers, Women for WineSense and the Society of Wine Educators also will be presenters.

WineVision is a forum for new ideas on how to increase the competitiveness of the American wine industry as well as a coordinating mechanism for the diverse community. Visit our Web site -- -- for additional information on the conference and the ad hoc trade group. A sign-up form is online or available by calling 707/255-9222.

 Third Annual Meeting Program

 Wednesday, July 10, 2002, Napa Valley Marriott

3:00 - 5:00 pm WINE VISION FORUM
 Richard Cartiere, President, WineMarket Report,
 Regional Trade Association Discussions:

 1) Sustainability Update: Taking the Movement
 2) WineVision Task Force Updates
 3) Consumer First Campaign: Grassroots Efforts
 Underway Across the County
 4) Open "mike" session

The WineVision Forum brings together wine trade associations
nationwide to share and learn about the latest efforts and programs of
their colleagues. Also present are representatives of the national
trade associations. This also is a chance to learn about the latest
progress of the WineVision task forces and to provide information, a
time for questions or an opportunity to offer help. Present will be
such national groups as the Wine Institute, American Vintners
Association, California Association of Winegrape Growers and
representatives of regional wine trade groups from Washington, North
Caroline, Ohio, Missouri, New York and elsewhere.

6:00 - 9:00 pm DINNER, Cakebread Cellars, Rutherford, California
 Address: Wine's Place at the New Table of
 Sustainable Food Products
 Mike Dimock: California "Governor" of the Slow Food

Michael Dimock, 44, is the founder and CEO of AG Innovations
Network, has dedicated his life to the maintenance and enhancement of
agriculture and development of sustainable communities. Since 1992, he
has been helping communities, organizations, and businesses to build
consensus and implement strategic plans related to resource
stewardship, sustainable agriculture, and organizational
effectiveness. Because of his passion for food and agriculture, Slow
Food's founder, Carlo Petrini, and the leadership of the American Slow
Food movement asked Dimock to serve as the Slow Food Governor for the
State of California. Prior to this appointment he founded Slow Food's
Russian River Convivium.

 Day Two: Thursday, July 11, 2002, Napa Valley Marriott

 "Strategies for Putting the Consumer First"

7:30 - 8:30 am Registration

8:30- 8:45 am Annual Report to Members
 David Freed, Chairman, The UCC Group

 A review of WineVision's activities over the past year
 and a report on finances.

8:45- 9:15 Sustainability -- A Code of Best Practices
 Karen Ross, President, California Association of
 Winegrape Growers
 Kari Birdseye, communications director, Wine

The first comprehensive look at the nearly complete Code of
Sustainable Wine Growing, a historic achievement from a joint venture
between the Wine Institute and California Association of Winegrape
Growers. The 340-page workbook examines the industry's best practices
in 14 major areas -- from pest management to neighbor/community

9:15 - 10 am Wine Foresight -- Seeing Sooner, Deeper and Better
 than our Competitors
 Cynthia Carson, Nuffer Smith Tucker
 Willard R. Bishop, Jr, President, Willard Bishop
 Consulting, Ltd.

Wine Foresight is a result of the gathering of a small group of
thoughtful wine industry leaders who dug into changes in wine business
climate and scrutinized trends from the Food Foresight organization to
identify their implications to the wine industry. Bill Bishop, a
nationally known consumer analyst, will discuss marketplace realities
in the 21st century -- from channel management to consumer acquisition
costs and leveraging points of contacts with consumers.

10 - 10:15 am Break

10:15 - 10:30 am WineVision's Challenge to the Wine Community
 Bill Turrentine, President, Turrentine Wine

Bill Turrentine has been the guiding force behind the formation and
continuance of WineVision, and will issue a challenge to the wine
industry to unite in a campaign to switch the industry from being
supply driven to consumer driven.

10:30 - 11:30 am Australia -- The New World Enters 'The Marketing
 Paul van der Lee, Member, Australian Wine and
 Brandy Corporation

Paul van der Lee's involvement in the wine industry commenced in
1994 when he took the position of general manager of the Winemakers'
Federation of Australia. His primary responsibility in that role was
the formulation of national wine industry policy and the strategy that
yielded the unprecedented creation and adoption of the Australian wine
industry vision, Strategy 2025. He has experience in general
management, marketing, strategic planning and economic analysis gained
in various public sector organizations involved in a diverse range of
industries including water, overseas trade, tourism, regional
development and technology. He will discuss the lessons learned by the
Australians about wine sales and the challenge of marketing now facing
all New World wine producers.

11:30 - 12:30 pm Wine Marketing Outlook -- What are Consumers
 John Gillespie, President, Wine Market Council
 Sean Baenen, Managing Director, Odyssey Group LLP
 Agustin F. Huneeus, president and CEO, Franciscan

Identifying consumer behavior, thinking and trends is the first
step in effective marketing outreach efforts. John Gillespie will
offer insights from focus groups and other research conducted this
year by the Wine Market Council. Sean Baenen, whose research company
has been conducting a wine consumer survey since the late 1990s,, will
discuss the latest findings. Agustin and other wine marketers to be
added to this panel will discuss their views of wine consumers and
buying trends.

12:30 - 1:30 pm Lunch

1:30 - 2:15 pm Luncheon Address: Building and Unifying for the
 David Sloane, President, American Vintners

Newly named as the head of the AVA, David will discuss issues facing
American wineries, now located in all 50 states; the wine trade
group's plans for the future; and how organizing at the grassroots
level can lead to increased success.

2:15 - 3 pm Putting Consumers First Means Building
 Relationships from a Foundation of Sustainable
 Business Practices
 Paul Dolan, president Fetzer Vineyards
 John De Luca, president, Wine Institute

Paul Dolan will present the results of WineVision's contest to
gather wine promotion slogans and phrases that resonate with consumers
and John De Luca, who is transitioning into the new position of
executive vice chairman of the Wine Institute after 27 years as
president/CEO, will outline strategic efforts the industry can make to
capitalize on the successes of the past decade.

3 - 4:15 pm Just How Do you Put Consumers First?

Rich Cartiere, President, Wine Market Report, moderator; Biltmore
Estate-Chris Cavanaugh; Society of Wine Educators-Bonnie Fedchock,
executive director;, Jennifer Pagano, webmaster;
Wine Brats, Joel Quigley, executive director; WineSpirit, David
White, executive director; Women for Wine Sense, Kim Ledbetter,
president; ZAP, Rebecca Robinson, Executive Director

This roundtable will focus on short presentations and discussions of
successful Consumer First efforts already being undertaken everywhere
from the tasting room to nightclubs and lessons that individual
companies can apply to their own marketing efforts.

4:15 - 4:30 pm So...Where Do We Go From Here?
 Jerome Lohr, President, J Lohr Winery

WineVision, which is functioning as a forum for new ideas on
strengthening the U.S. wine industry, is entering its fourth year.
Jerry Lohr will discuss the challenges for the next year and how the
industry can best utilize the resources and coordinating mechanism of
WineVision to respond to marketplace challenges.

4:30 - 5 pm Winetasting and Involvement Strategies
 Networking opportunities with task force leaders.

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Date:Jun 26, 2002
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