WineVision's Great Awakening Summit to Challenge the Wine Trade to 'Think Consumer First'.

Food Editors/Wine Writers

NAPA, Calif.--(BUSINESS WIRE)--June 11, 2004

One Day Summit Showcases Success of Consumer Driven Marketing

Models in Building Traditional and Luxury Brands

In a single content-packed day called The Great Awakening Summit, WineVision: American Wine in the 21st Century is bringing together experts from both inside and outside the industry to explore how the wine community can "Think Consumer First."

The Summit opens at a dinner on July 20 and continues through the day on July 21 at Santa Rosa's Vineyard Creek Inn. Targeted to executives and marketing and communications managers at wineries and wine industry service organizations -- it is open to anyone ready to accelerate the transformation of the U.S. wine industry from product-focused to consumer-focused.

Great Awakening presenters will challenge attendees' conventional beliefs and assumptions on best strategies to deliver value profitably, build customer loyalty, and increase market share. The first symposium of its kind in the wine industry, the WineVision Summit is endorsed and sponsored by a blue chip roster of regional and national wine trade organizations (see list below).

"We expect to provide news and information that wine trade members can use within the next 30 days to immediately start building recognition of their brands and increasing their share of the U.S. wine market," said Jerry Lohr of J. Lohr Winery, one of the founders of WineVision.

The Summit will :

-- explore new and innovative ways to grow responsible wine

consumption across the country

-- examine the philosophies, campaigns and actions of companies

both inside and outside the wine business that have captured

the imagination and loyalty of customers

-- introduce participants to the leaders of companies that have

dramatically increased their growth with an intense,

consumer-driven outlook

The agenda features:

-- A dynamic session with Sue Cook, business coach and co-author 

with Roger Dow, Sr. VP, Sales & Marketing, Marriott Hotels, of

Turned On: Eight Vital Insights to Energize Your People,

Customers and Profits. The program reveals what it really

means to put consumers first. The session explores the

fundamentals of how world-class organizations build customer

satisfaction/loyalty, inspire innovation and enhance

profitability.

-- Insights and lessons from Harley-Davidson and Whole Foods on

how consumer requirements drive business results.

Harley-Davidson reinvented itself and was selected one of the

best organizations to work for. Whole Foods has been enshrined

in prestigious books around the world - all the while

endearing itself to Wall Street and advocates of environmental

and social responsibility.

-- Candid videoclips of changing consumer perceptions and

expectations provide a visual perspective on how to supply the

right wine at the right time to the right people at the right

price

-- Panel discussion with three industry leaders on how to achieve

customer focus and operational excellence

-- A face-to-face conversation with key wine restaurateurs and

retailers--, among them the Fleming's Prime Steakhouse & Wine

Bar restaurant group and Marriott Corporation. A unique wine

consumer group--Divas Uncorked--shares advice on how suppliers

can better service the needs of an increasingly diverse

population of U.S. wine consumers.

For more information about WineVision, visit the WineVision Web site at http://www.winevision.org or contact Waunice Orchid at 707.255.9222 or [e-mail].

WineVision: American Wine in the 21st Century is a group of winemakers, wine grape growers, distributors and others with a stake in the American wine industry. Members are dedicated to strategic planning efforts that will help make wine a greater part of the everyday American culture.

The Summit is endorsed by the following wine trade associations: Allied Grape Growers; Arizona Wine Growers Association; California Association of Winegrape Growers; Colorado Wine Industry Development Board; Family Winemakers of California; Indiana Wine Grape Council; Lodi-Woodbridge Winegrape Commission; Michigan Grape and Wine Industry Council; Missouri Wine and Grape Program; New York Wine & Grape Foundation; Ohio Wine Producers; Ohio Grape Industries Committee; Society of Wine Educators; Texas Wine and Grape Growers Association; Vinifera Wine Growers Association; Washington Wine Commission; Washington Association of Wine Grape Growers; WineAmerica; Winegrowers Association of Georgia; Yadkin Valley Winegrowers Association.

Financial sponsorship pledges to date have come from: Altschuler LLC; California Association of Winegrape Growers; Charmers; Glazers Distributors; J Lohr Winery; Paige Poulos Communications, Southern Wine & Spirits; Wine Institute; and Wine Market Council.