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    XChateau Wine Podcast

    A podcast delivering wine perspectives ex-chateau. Insights, analysis, and perspectives on news and trends in the wine industry beyond winemaking, such as marketing, finance, and consumer trends. From noted wine blogger Robert Vernick (@wineterroir) and leading wine business consultant and author of Luxury Wine Marketing Peter Yeung (@winebizguy), this podcast navigates the business of wine with unique perspectives and insights.


    Hosted on Acast. See acast.com/privacy for more information.

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    Copyright: © 2020 - 2021 XChateau

    • Apple Podcasts
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    Latest Episodes:
    The Future of Sommeliers w/ Mia Van de Water MS, United Sommeliers Foundation Apr 28, 2021
    Show notes

    Having gone through the most difficult period in history with an unprecedented shutdown during the Covid pandemic, restaurants and their sommeliers and beverage directors are in a new world and need to evolve. Mia Van de Water MS, of Cote Korean Steakhouse and the United Sommeliers Foundation, explains everything that has happened in the world of wine and restaurants. From the scandals at the Court of Master Sommeliers to the pivots restaurants have done during Covid to the work of the United Sommeliers Foundation, Mia takes us through the many evolutions and the future of sommeliers.

    Special Announcement: XChateau Live!

    When Robert & Peter started XChateau, the idea was to try and build a community around the business of wine. Part of that has been engaging with our listeners, as well as our guests. While it has happened on an ad hoc basis, for our 50th Episode / 1 Year Anniversary, we wanted to do it more proactively. So, we'll be doing a live podcast on Clubhouse‬ and we hope our listeners join! We'll also have some former guests including Lauren McPhate, Juliana Colangelo, MBA.

    Details:

    Tues May 4th, 12-1pm PST

    Link: https://www.joinclubhouse.com/event/mJDAOoYb

    Detailed Show Notes:

    • A 20-year career in restaurants started in high school
      • Learned how to talk about wine from distributor rep trainings
      • Read Setting the Table, worked at Union Square Cafe and North End Grill for 9 years, became sommelier and beverage director at North End
      • She spent 3 years at Eleven Madison Park for the ultra-fine dining experience
      • During Covid - worked retail with Whole Foods and other retail
      • Now works with Victoria James at Cote Korean Steakhouse
    • Became a Master Sommelier from the Court of Master Sommeliers (“CMS”) in 2018
      • Part of the class that had to retake the tasting exam from the “Cheating” Scandal in Sept 2018
        • “Cheating” Scandal was when an examiner released info via email about two wines on the exam to some candidates but was unsolicited, so candidates weren’t “cheating”
        • She re-took the exam in Dec 2018 and passed
      • BLM / sexual harassment scandals - has discouraged many people from taking the CMS route
      • Currently on the Board of the CMS
        • The CMS started as a fraternal brotherhood of wine geeks
        • Today - trying to re-orient the focus off the membership and onto the candidates -> building towards a better, more inclusive, safer, and a more engaging experience
    • The definition of a beverage director and sommelier
      • Key qualities - leadership and hospitality
      • Service is a critical component of the job - should be excellent at bussing tables, running food, etc.…
      • Job is to build relationships with guests, creating magical experiences from the beginning to the end
      • The Beverage director is also responsible for the financial health of the beverage program, which is the health of the restaurant
    • Pennsylvania - restaurants need to buy wine at the same price as consumers from the state liquor store -> has driven a lot of BYO
    • “Dollars trump cost of goods”
      • Mia’s strategy is to encourage people to buy more wine than they would otherwise
      • Still need a COGS engine, which is usually the BTG program (higher margin)
      • Encourages people to purchase a bottle
    • Pre-2020 trends (more NY oriented)
      • BTG prices had gone up substantially
      • Tons of new fancy, a la carte restaurants being opened
      • Everyone needed a fancy craft cocktail program
      • Larger wine lists
      • More floor sommeliers
      • Natural wine was popular
    • Covid pivots
      • CNN reported 110,000 (17%) restaurants closed in the US in 2020
      • Bev to go: Retail bottle sales, wine by the glass in small bottles, blind tasting kits
    • The United Sommeliers Foundation
      • Founded by Chris Blanchard and Christie Norman
      • Aim to financially assist floor sommeliers during the restaurant shutdown
      • Expanded to general wine and beverage industry folks in restaurants
      • Raised money via auctions and donations from people and wineries
      • Raised ~$1M
      • Two types of grants
        • $500 base grants - granted to ~1,000 people, sized to avoid tax liability
        • “Grand Cru Scholarships” - paid expenses directly to creditors
      • Applications still open for those in need
      • Hope to continue to live on post-pandemic -> in the process of trying to identify what the future purpose will be
    • Sommelier role going forward
      • Everyone needs to wear more hats
      • Somms need to become more financially savvy

    Hosted on Acast. See acast.com/privacy for more information.


    Cava, Beyond Value w/ Javier Pagés, D.O. Cava Apr 21, 2021
    Show notes

    Too often known as just a value sparkling wine, Cava makes some of the world’s finest traditional-method sparkling wines. Ones that Javier Pagés, President of D.O. Cava, would like to see drunk on more occasions, especially with food. Javier gives us an overview of the Cava region, how it builds brand ambassadors across the globe, and how “Cava elevates every meal” on this episode of XChateau.

    Detailed show notes:

    • Javier’s background
      • Started as a wine salesperson, including in the US (both East Coast and San Francisco) with importers, distributors (e.g., Southern Glazers)
      • Was a sales director and then CEO of a Cava company (Codorniu)
    • Cava
      • D.O. specialized in 1 thing - sparkling wine in the traditional method
      • Cava is named for the underground cellars where the wine is aged
      • Varietals used - Xarel-lo, Macabeo, Parellada, Chardonnay, & Pinot Noir; Trepat and Grenache for red varieties for rose
      • 4 main regions for Cava
        • Catalunya - the main region, has 4 sub-regions
        • Valencia / Levante - Eastern Spain
        • Extremadura - Southwest Spain
        • Ebro River Valley
      • 2 Cava quality levels
        • Cava de Guarda - aged for at least 9 months on lees
        • Cava de Guarda Superior - aged for more than 18 months on lees
          • Allowed to use sub-appellation names
          • Includes Reserva, Gran Reserva, and Paraje Calificado levels
    • Cava is the most exported wine in Spain
      • 70% in 2020, up from 60% previously
      • Increase due to pandemic (on-premise and tourism down dramatically in Spain in 2020)
      • Top markets:
        • Europe - top 3 = Belgium, UK, Germany; other important markets = Netherlands, Nordics, France, Russia, Switzerland
          • Germany - very price sensitive
          • UK - very competitive due to grocery stores, independent retailers allow for some more expensive Cavas
        • North America - US (4th major market, ~20M bottles imported), Canada (11th biggest market)
        • Asia - Japan a major market, China hasn’t fallen in love with sparkling wines yet; S Korea, Taiwan, Hong Kong
        • Latin America - Brazil is a major market
        • Australia - #22 market and growing
    • A major challenge for Cava - making it better known and agreed that Cava is a quality sparkling wine vs. only a value wine
      • Trying to increase consumer occasions for consuming Cava - current push is for more food pairing - “Cava elevates every meal” website mentions pairing with Mexican food
    • D.O. Cava’s mission - to add value to all members
      • Adapt the region to today’s consumers
      • Different products for different consumers and different moments
      • Certify and track that what’s on the label is true, provide traceability
    • Conducts consumer studies - measure the health of the Cava brand, understand consumer desires
    • D.O. Cava’s members
      • Made up of production side (vineyard people, growers) and wineries
      • 12 person board - 6 from vineyards, 6 from wineries
      • Members pay a fee to D.O. based on hectares of vineyards or bottles sold
      • Membership is optional
    • Marketing Cava to different audiences
      • Journalists - important to bring them to where the action is, want to know everything - the process, story, etc.…
      • Trade - more about educating them so they can sell the wine - webinars, wine academy course
      • Consumers - more impulsive, emotional connections, giving them experiences and sharing the wine through events and visiting the wineries
    • Most successful marketing campaign - Wine Cava Academy
      • Creates wine ambassadors for Cava
      • Contains different modules - production, regions, tasting profiles, wine pairings, etc.…
      • Use well-known professionals (e.g., MWs, journalists) to teach courses
      • Get a certificate at the end of the course
    • US marketing campaign - 360 Degrees of Cava
      • A multi-pronged marketing campaign where the elements support each other
      • Educational elements for consumers - masterclasses, tastings
      • Press
      • Social media
      • Tactical advertising

    Hosted on Acast. See acast.com/privacy for more information.


    People Want to Know More About Sonoma w/ Michael Haney, Sonoma County Vintners Apr 14, 2021
    Show notes

    Family-owned, diverse, and artisan are the key messages for Sonoma County wines, according to Michael Haney, Executive Director of Sonoma County Vintners. When people hear about the diversity of Sonoma wines around the world, they want to know more! Michael takes us through the global situation of Sonoma wines, the events they put on, and how their foundation supports the entire Sonoma County community. Listen in for a peek into the diversity of Sonoma and how it markets its wines.

    Detailed Show Notes:

    • Background on Sonoma County
      • 1 hour from San Francisco
      • >1M acres with only 6% planted to vines, a lot of forest and pastureland
      • 18 different AVA’s - lots of diverse growing climates
      • 85% family owned
      • Lots of diversity - 18 growing regions, 60 varietals, and diversity within varietals (e.g., Pinot Noir from the Sonoma Coast vs. Russian River Valley)
    • Key Message of Sonoma Wine - family-owned, small, artisanal winemaking, diversity, and quality of the wines
      • The diversity message creates intrigue, “people want to know more”
      • They use the same message regardless of geography
    • Sonoma County Vintners (“SCV”)
      • Mission - be a leading voice for the Sonoma wine community
      • 3 main areas - trade association, event production, and charitable foundation
      • Success = meeting the challenges of the wine community and the community as a whole
      • Part of “The Trio” - Sonoma County Vintners (focused on wineries), Sonoma County Winegrowers (focused on vineyards), and Sonoma Tourism (collaborate together on marketing and consumer engagement)
      • Also partners with the Sonoma County Farm Bureau
    • Collaboration with Sonoma sub-regional bodies
      • SCV has 15 committees, with members of the groups from the regional bodies (e.g., Russian River Winegrowers)
      • Help other organizations with political advocacy
      • Help promote the story of the growing region
    • Members - 75% of the ~500 wineries in Sonoma County
      • Range from mom and pop winery to large wineries
      • Most are also a member of another sub-regional body
    • Affiliate Members - e.g., barrel, legal, HR companies - who want to support the wine community
    • Business model
      • Membership fees - based on cases sold
      • Event participation - Barrel Auction - trade event that raises money for SCV
      • Sponsorship and partnership program
      • Foundation - mostly funded through charity auction (Sept), raised $6.1M in 2019
    • International interest spiking for Sonoma wine, especially Pinot Noir, mostly Asia (incl Hong Kong), Netherlands, Canada, Mexico
    • SCV Events
      • Barrel Auction - trade-focused
      • Charity Auction - for consumers, in the fall
      • Taste of Sonoma - was 2,500 people pre-pandemic
      • Virtual events during the pandemic
    • Marketing Tools & Plan
      • Need a comprehensive approach
      • It covers all bases - social media (incl influencers), print, panels/webinars, etc...
      • Media engagement - both w/in Sonoma and out in local markets
      • New consumer engagement - “Road Trip” - put together a playlist for those going to visit Sonoma wineries
    • Improving and best practices for marketing/events
      • Survey consumers and incorporate feedback
      • Did a focus group that had 25 suggestions, 24 of which were implemented
      • Best practices for events - listen to those involved, create a collaborative plan (including sponsors, community leaders, wineries, etc.…)
      • E.g., Taste of Sonoma
        • Was Labor Day Weekend
        • Wineries said it was hard b/c it overlapped w/ harvest. Consumers said it was too warm
        • Changes implemented -> covered the entire area wines were served and now looking at moving the event to June or the Summer to not be during harvest
    • Pivots during Covid
      • A virtual auction last May
      • Virtual continuing education series
      • Helped organize 1,000s of vaccines for winery workers
      • Believes there will be a hybrid model (both virtual and in-person) post-pandemic
    • Foundation
      • Founded in 1988, more active in the last 5 years
      • Raised >$37M to date, all the money stays in Sonoma County
      • Supported >85 different non-profits in 2020 with $4M of cash donations
      • Also did food drives, supported restaurant workers, and a variety of other causes

    Hosted on Acast. See acast.com/privacy for more information.


    Complexifying and Re-mystifying Wine w/ Aaron Ridgway, Wine Australia Apr 07, 2021
    Show notes

    While “cheap and cheerful” might have been an apt description of Australian wine 20 years ago when Yellowtail was the #1 wine brand in the US, “Made our Way” is the new Australian marketing campaign that emphasizes the complexities and innovation of the modern Australian wine industry. Aaron Ridgway, Regional GM of the Americas for Wine Australia, tells us about how they are “complexifying” and “re-mystifying” Australian wine, showcasing the substantial innovation, 100 different grape varieties, and extreme regional variations in growing climates. Listen in for the journey of Australian wine through decades and regions of the world.

    Detailed Show Notes:

    • Australian Wine
      • Has been a big wine exporter since the 1980s
      • ~2M tons of grapes per year (smaller than the US)
      • A$3B of wine exported to 150 countries (A$450M to the US)
      • Old vines (including some own-rooted ones), 100 varieties grown, 65 wine regions make the country unique and diverse
      • Lots of climate diversity - cool climates, deserts, wetter and drier regions
      • 200 years of winemaking history
      • Yellowtail, which was launched in 2000, was the #1 wine brand in the US for a while
    • Wine sales
      • Affordable wine demand has remained, but higher-end wines have grown
      • 2x the sales of >$10/bottle in 2020 than in 2017
      • Peak Australian wine sales around 2007-2008, many Australian wines were sold out and flying off the shelves
      • Top Export Markets
        • North America (US, Canada) - growing mid-single digits
          • Canada - 24% market share; Canada is behind the curve in terms of what’s new and exciting (vs. the US)
        • UK - up 30%; 80% of sales is bulk wine, very price competitive market
        • China (was big, major importing challenges right now)
    • Wine Australia messaging
      • Global message - Australian wine is diverse and exciting
      • The goal is the complexify and re-mystify Australian wine - pushing stories of individuals and the many diverse wine regions vs. Australia as a single category
      • Current strengths - natural wines (from the strength of character and experimentation) and innovation (e.g., 19 Crimes Augmented Reality, Penfolds’ California Collection, new packaging)
        • E.g., Ochota Barrels - a story of a “new classic”
          • Experience with very commercial wineries globally, including Two Hands in Australia
          • A punk rocker who bought a vineyard in the Adelaide Hills
          • They make unique wines with contemporary packaging
    • Wine Australia organization
      • Mission - make Australian wine more competitive globally, want to raise the average price
      • Tagline / PR Campaign - “Australian Wine, Made our Way”
        • Fighting the sense of “sameness” in wine marketing
        • More drone photography, scenes where the desert meets the ocean, tannin stains under the fingernails
      • Success? Driving organic growth, both in volume and price
      • The US has 3 priorities
        • 1) Digitally nimble in education - Australia Wine Discovered - customizable, fully downloadable library of wine content, including educator guides
        • 2) Business Development - help retailers, wholesalers, chain restaurants - with staff education, programming
        • 3) Market Entry - only ~20% of Australian wines are in the US market
    • Major marketing techniques
      • Try to match the content and level of detail with what the audience is seeking
      • “Australia Decanted”
        • Trade education conference in Lake Tahoe (2018-2019)
        • 100 people each year
        • The location chosen because no wine was made there, can focus without distraction, and it's much closer than Australia
        • It changes people's minds, creates a more spiritual connection with Australian wine
        • Many alumni of the program go out to talk about Australian wine
      • Global blind tastings - to focus on match in the glass, 8 Australian wines, and 4 global wines of the same variety
      • Techniques vary by market
        • Canada - focused on exploration and increasing the range of wines available with the provincial monopolies
        • UK - white glove, fine wine, trade-focused (as most of the sales are bulk)
        • China - focused on consumers, 10s of millions of interested consumers - lots of local educators to deliver the messages (leveraging Australian Wine Discovered)
        • Germany - mostly trade education

    Hosted on Acast. See acast.com/privacy for more information.


    Just a Little New York Crazy w/ Sam Filler, NY Wine & Grape Foundation Mar 31, 2021
    Show notes

    “You gotta be a little crazy to plant vines in New York,” Sam Filler of the New York Wine & Grape Foundation tells us. Yet, New York is the third-largest wine-producing state after California and Washington. It showcases a diversity of high quality, cool and cold climate wine growing regions, such as the Finger Lakes, Long Island, and Niagara. Sam gives us an overview of wine (and juice grape growing) in New York and tells us about how the foundation supports its members by building the brand of New York Wine, its winegrowing regions, and primarily family businesses that make it up.

    Special Announcement: "Be the Change is hosting a virtual job fair on April 22nd for the beverage alcohol industry. Registration is now open for all employers at bethechangejobfair.com. Sign up to connect with up to 1,000 jobseekers. This is an equal opportunity job fair, open to all."

    Detailed Show Notes:

    • New York Wines
      • 470 wineries, ~100 vinifera producing
      • Mostly family-owned wineries
      • #3 in US wine production behind CA and WA
      • $6.65B in economic impact supports 72,000 jobs
      • ~40,000 acres planted, 11 AVA’s
      • Has a diversity of climates - maritime (Long Island), river influenced (Hudson Valley), great lakes (Finger Lakes)
    • Main AVA’s
      • Finger Lakes - Riesling; lots of winegrowing history; 1st wine trail (1983), Pleasant Valley Winery founded in 1860 - 1st US bonded winery
      • Niagara - could be a leading Pinot Noir region
      • Long Island - debate on the signature grape, Merlot the base of Rose, Sauv Blanc, Cab Franc; the breeze from bodies of water reduce mildew pressure
      • Lake Erie - major Concord grape growing region for Welch’s grape juice, Double A Vineyards nursery an important player; Riesling, Traminette (like Gewurztraminer)
      • Hudson Valley - Cab Franc focused, 500 acres planted
      • Finger Lakes and Long Island recognized both locally and globally
    • Main varietals
      • Riesling - grown in most regions, biggest in Finger Lakes
      • Cab Franc - grown in many parts
      • Chardonnay - Finger Lakes, Lake Erie, Long Island; more Chablis style wine
      • Pinot Noir - big for sparkling wine production
    • Unifying elements of New York wines
      • Cool climate, mainly driven by family businesses
      • Defined by bodies of water that surround the regions
      • Personalized hospitality (elevated with Covid, e.g., Macari Vineyards glamping tents)
    • NY Wine & Grape Foundation
      • Established in 1985 by state law - to lead promotion and research efforts for the state
      • Associated with Cornell University and various programs, including the wine analytics lab
      • Includes juice grapes (⅔ of vines planted in the state) - Welch’s a key partner for viticulture research; very limited table grapes in the state
      • Success for the foundation is building the capacity of the industry - e.g., getting DTC online, improved websites, connections to customers, and maintaining relationships
      • Members are mostly “farm wineries” (a legal term that means wineries use 100% NY grapes), grape growers, and business partners
      • State provides baseline funding for infrastructure, receive some matching funds for research, and some membership dues
    • Working with other local wine marketing groups
      • Used to fund some marketing materials
      • Now co-sponsor events and collaborate closely with the local marketing bodies
    • Geographic Focus
      • New York City is the #1 focus
      • Chicago and Florida also important; PA difficult b/c of the liquor control board
      • Some export but need to find the right niche
    • Marketing efforts and programs
      • NY wine ~70% sold out of tasting room - hospitality key
        • For markets w/in a 5-hour drive of NY state, NY is the #1 destination to visit
        • Tourism sales did well in Covid with people traveling locally (less visitation, but higher sales/visitor)
      • Building more online presence (e.g., Macari vineyards dialed in their wine club program during Covid)
      • Virtual tastings helping broaden the geographic reach
      • They did some advertising on Levi Dalton’s I’ll Drink to That podcast and now with SevenFifty to reach the trade audience
      • The key effort is in keeping consumers engaged with wineries
      • Believes telling the individual stories of wineries is compelling, potentially more than having a signature grape
      • Most effective marketing - when people can connect in person, started experimenting with incorporating local elements in trade tours (e.g., state park visits, walk-around tastings with a meal, more curated events vs. bussing around to many wineries)
    • NY State Wine messaging
      • Used to be “Uncork New York”
      • Now “Boldly New York” - embodies the risk-taking spirit across the state, “gotta be a little crazy to plant vines in New York”
      • Vision - To be the world’s greatest cool and cold climate grape-growing region
    • NY wine investment
      • Paul Hobbs started a winery in the Finger Lakes focusing on Riesling
      • The trend has mostly been family wineries buying other family-owned wineries - the industry is investing in itself

    Hosted on Acast. See acast.com/privacy for more information.


    The Quintessential American Wine: Madeira w/ Bartholomew Broadbent Mar 24, 2021
    Show notes

    Used to celebrate the drafting of the US Constitution and the Declaration of Independence, Madeira wines are the ultimate in American wines, though not made in America. Originating from shipping goods from Europe to America and being born from wines traveling that route, it became the most prominent wine in the US pre-prohibition. History, culture, and the wines' versatility benefited their relaunch in the 1990s by Bartholomew Broadbent, Owner of Broadbent Selections, which imports an array of wines from emerging regions and has its own line of Madeiras, Ports, and other wines. Learn more about the history and the journey of reintroducing a long-lost style of wine back to America in this episode of XChateau.

    This episode is sponsored by Repour, the simple, effective way to preserve your wine...without planning ahead. Extensively used by top sommeliers, wineries, and wine students, Repour prevents wasted wine and saves money. Please find out more at repour.com and listen to Episode 24, where CEO Tom Lutz gives us all the details on Repour.

    Detailed Show Notes:

    • Bartholomew’s background in wine
      • Son of Michael Broadbent (led wine auctions for Christie’s, Decanter Magazine writer for decades, & leading wine author)
      • Went to Australia at 18 to work harvest, Cognac as a tour guide, worked in wine at Harrod’s in London and at Harvey’s Fine Wines
      • He moved to Toronto and met the Symington Family, where he spent 10 years teaching about Port & Madeira, based out of San Francisco
      • He married a Virginia girl and now lives in Virginia
    • Broadbent Selections
      • Founded in 1996
      • The goal was to create their own brand of Port & Madeira
      • Started an import company as well, which focused on emerging wine regions, including:
        • Portugal (now just the Broadbent brands)
        • South Africa (e.g., Eben Sadie)
        • New Zealand (e.g., Spy Valley)
        • Chateau Musar from Lebanon
        • Gusbourne from England
      • Broadbent wines include Madeira, Port, Vinho Verde (single biggest selling wine), Douro, and Gruner Veltliner from Austria
    • Madeira
      • It was the biggest selling wine in the US until Prohibition
      • Invented through shipping to America from Europe, ships stopped in Madeira (600 miles off the coast of Africa / Morocco) to re-stock; when wines accidentally made it back to Madeira and went through two journeys by sea, the wines tasted better through the heating
      • Now the wine style is a cooked and fortified wine
      • Lots of history around Madeira - the wine used to celebrate the Constitution and Declaration of Independence, was on the table w/ Betsy Ross sewed the American flag
      • Benefited from a tax loophole, when the King taxed all European goods going to America, it did not cover Madeira
      • Destruction of the Madeira market
        • Phylloxera - destroyed lots of vines
        • Prohibition - Prior, 95% of the wine was sent to the US, 5% to the UK and Russia
        • Upon appeal of Prohibition, shipping had improved and no longer needed to stop in Madeira for supplies
      • Re-launch of Madeira in the US - Bartholomew relaunched in 1989 with the Symingtons
    • Production
      • 8 producers of Madeira on the island, who buy grapes from ~1,000 growers
      • Vines mostly grown on trellises with other crops underneath (there aren’t a lot of vineyards to see and visit)
      • Two types of heating methods
        • Estufa - artificial heating in tanks, 3 months at 115F, mostly for the 3-5-year-old styles of wines
        • Canteiro / Traditional - left in attics of buildings to heat; Broadbent ages in 3 locations - attic, ground floor, and basement to blend and get more complexity
      • 8 producers make lots of different brands, Broadbent made by Justino’s
      • Island producers ~100,000 cases/year of drinking Madeira (vs. cooking Madeira), Justino’s ~55%, Henriques & Henriques ~20%
      • Grape varieties
        • 3 red grapes (~80%) - Tinta Negra
        • 7 white grapes - incl Sercial (grown in hills, ripens less and more acidic), Verdelho, Boal, Malmsey
        • Both name of grapes and style of wines
      • Drier Madeiras partly made by adding brandy later in fermentation
      • Rainwater - needs to be a lighter style
      • Vintage or Frasqueira Madeira - needs to be aged for 20 years before release, at least 19 years in cask and 1 year in bottle, but bottles the word “Vintage” does not appear on the label as that is trademarked by Port
      • Colheita - min 5 years of age
    • Selling Madeira in the US
      • ~25k cases/year in the US, #2 or 3 market globally
      • England and Japan drink a lot of Madeira, Canada also a big market
      • The slowdown of sales for Port in the late 1990’s - believes due to the rise of high alcohol wines and not leaving enough capacity for fortified wine at the end of dinner
      • Madeira appeals to the intellect, stories tied to US history, the beauty of island and tourism, and versatility of the wine due to acidity (pairs with anything)
      • No specific demographics for Madeira
      • Older, rarer wines sold mostly at restaurants
      • Mannie Berk of Rare Wine Company also started a Madeira brand and has done a good job of educating consumers
      • Sherry market has improved due to mixology and cocktail culture, Spanish restaurants (e.g., tapas) have also helped support it
      • Pricing of rare Madeiras has increased a lot, especially in the auction markets, as sales have depleted the stock on the island
    • Broadbent vs. other Madeiras
      • More elegance, considered one of the top brands made by Justino’s
      • Named in Wine & Spirits Top 100 wineries of the world
      • Great sales team, including 2 Master Sommeliers, who help to sell into restaurants and retail

    Hosted on Acast. See acast.com/privacy for more information.


    The Hardest Wine Exam in the World w/ Mark de Vere MW Mar 17, 2021
    Show notes

    The hardest wine exam in the world, an elite community of >400 wine professionals, and learning how to engage with wine more. All those elements are used to describe the Institute of Masters of Wine and the Master of Wine (“MW”) exam. Mark de Vere MW tells us about how becoming an MW landed him a full-time job in Napa to all the rigors required to pass the MW exam. A must listen to episode for those thinking of applying for the MW program or those who just love learning about challenging wine exams.

    Detailed Show Notes:

    • Mark’s background
      • He grew up in Oxford, United Kingdom
      • Studied wines through a wine tasting group at university
      • Worked at a local wines shop in Oxford
      • Worked harvest in Australia, did Wine & Spirit Education Trust (“WSET”) exams
      • In 1997, he had a summer job at Robert Mondavi, passed the Master of Wine exam during that time, and was hired on full time and still at Robert Mondavi / Constellation Brands
    • Institute of Masters of Wine (“IMW”) background
      • Currently, 418 Masters of Wine, >490 have passed the exam over time
      • Started in 1953 in London as London was the most globally-focused wine trading hub in the world
        • ~20 people sat the exam in 1953, with 6 passing, was only open in the UK at that time
        • The purpose was to measure who was a master of the overall wine trade
        • 1st non-UK residents were Australians and Americans who went to the UK to work and sit the exams
      • Now a global institution - MWs in 30 countries, exam offered around the world (London, California, Australia), head office is still in London
      • The mission of the IMW - to promote excellence, interaction, and learning in the global wine trade
        • Interaction through tastings and the MW Symposium (held every 4 years)
        • Excellence and learning through setting the MW exam
      • Not an educational organization like the WSET
    • IMW vs. Court of Master Sommeliers (“CMS”)
      • MS has a more laddered programs (i.e., more levels before the master level)
      • MW has no practical, service element
      • MS exam is oral, MW is all written
    • The MW Study Program
      • Goal: to help orient people to understand what the end goal is - to gain the depth and breadth of the challenge of the MW exam
      • Need to know every step of the wine business, from the vineyard to wine landing on the table
      • 3 Stages
        • Stage 1 - 1st orientation to the program, has the Stage 1 assessment - proving you can understand the issues, 12 wines blind, 1 set of theory essays
        • Stage 2 - preparation for the MW exam, which is 3 x 2.25-hour blind tasting exams with 12 wines each, 5 x timed theory exams
        • Stage 3 - research paper, developing something new for the world of wine
      • There are time limits for getting through the program now, ~5 years, with the goal of not getting people stuck in it
    • Pass Rate of the MW exam
      • Used to say ~10% of people that sat the exam
      • Hard to calculate a rate due to people who sit multiple times, and you can pass certain portions of the exam
      • IMW actively trying to increase the pass rate by making it more difficult to get in and sit the exam
      • ~15-20% of people who enter the program actually complete it; ~75-100 are admitted to the program each year and ~10-20 people become MWs each year
      • Value of the program, if you don’t complete is learning how to understand the issues around wine better, engaging with wine differently, and building communication skills
    • More people are applying for the MW program and it’s becoming a more global program
    • The IMW and diversity
      • The exam is completely blind, making it unable to discriminate via grading
      • Conduct outreach to all parts of the world to generate a diverse pool of candidates
      • ~150 female MWs today
    • Being an MW
      • Titles do carry some weight within the wine world
      • Got Mark a permanent job at Mondavi after being hired for only a seasonal position
      • Join a community of MWs, where giving back to the wine world is one of the core tenets

    Hosted on Acast. See acast.com/privacy for more information.


    Building committed students of wine w/ Lisa Airey, Wine Scholar Guild Mar 10, 2021
    Show notes

    From its start as a way to build demand for French wines in the US to a global program with 100 approved program providers in 30 countries, the Wine Scholar Guild (“WSG”) is a theory-focused wine education program targeting the “committed students of wine.” Lisa Airey, Education Director of the WSG, tells us about the different levels of the program, instructor online courses, and how the WSG fits into the wine education landscape.

    This episode is sponsored by Repour, the simple, effective way to preserve your wine...without planning ahead. Extensively used by top sommeliers, wineries, and wine students, Repour prevents wasted wine and saves money. Find out more at repour.com and listen to Episode 24, where CEO Tom Lutz gives us all the details on Repour.

    Detailed Show Notes:

    • Lisa’s background - 13 years in wine wholesale sales, education director and interim executive director for the Society of Wine Educators (“SWE”), then joined the French Wine Scholar program, which is now the Wine Scholar Guild
    • Met Julian Camus, the WSG President while at SWE, who was trying to help find importers to the US for French producers
      • He created the French Wine Society to build interest and love for French wine amongst consumers
      • FWS events would have ~500 people and sell thousands of dollars of wine for each event
    • WSG founded in 2008 as the FWS program, an education and credential body
      • Became an advanced program right away
      • For the “serious wine hobbyist” or “committed student of wine”
      • 100 program providers in 30 countries
    • Differentiation vs. other wine education bodies
      • WSG is specialized in France, Italy, and Spain, the 3 largest producing countries in Europe
      • Other programs are more generalist / global
      • SWE is more of a membership program with study and certification. WSG is more study/certification with membership as a sidebar
      • Exams are 100% theory - 100 questions multiple-choice (75% is passing, with honors and highest honors)
      • WSG fills the niche of some self-study courses like WSET Diploma and Master of Wine with detailed study materials
    • 3 Course types
      • Classroom - instructor-led, taste along in class
      • Instructor Online - live instruction online, if you miss a class, you can go back and replay it on-demand
      • Independent Study - for self-motivated who can’t make the schedules work
    • Scholar vs. Master level courses
      • French Wine Scholar coursebook is 274 pages just on French wines
      • Master Level programs are 125-375 pages on 1 region (Bourgogne is the largest)
      • Master programs can be important for people in the industry that need that level of expertise for their jobs
    • Study trips
      • Some for educators and approved program providers
      • Study immersion trips - open to the public, have top names as hosts (e.g., Andrew Jefford), that can open doors
    • Digital Programs
      • Went digital early in order to go global
      • Benefits of online learning - no travel, parking, easy to miss a session and catch up
      • Partnered with Coravin to have a discount for members so students can purchase wine and not have to pop a cork
    • Membership
      • To foster continuous learning after programs
      • 4 webinars / month, with 150+ on-demand
      • Pronunciation programs
      • Discounts on Coravin, 10% off education programs
      • Costs $100/year
    • Scholarships
      • Tripled the amount during Covid
      • Provide Instructor Online courses as scholarships
      • Have 2 programs today - need-based/financial aid and Master of Wine scholarships
    • Offer group rates for distributors

    Hosted on Acast. See acast.com/privacy for more information.


    Stirring up the Conversation w/ Katie Canfield and Rebecca Johnson, The Bâtonnage Forum Mar 03, 2021
    Show notes

    Bâtonnage, the French word for stirring the lees, is now about stirring up the conversation about women and wine. The Bâtonnage Forum, founded in 2018, is creating a safe space to have difficult conversations about gender inclusivity in the wine world. Katie Canfield and Rebecca Johnson, partners at wine PR agency O’Donnell Lane, are currently carrying the baton for the forum. They tell XChateau about transitioning the forum to virtual, launching a mentorship program, and filing for 501c3 status.

    This episode is sponsored by Repour, the simple, effective way to preserve your wine...without planning ahead. Extensively used by top sommeliers, wineries, and wine students, Repour prevents wasted wine and saves money. Find out more at repour.com and listen to Episode 24, where CEO Tom Lutz gives us all the details on Repour.

    Detailed Show Notes

    • The mission of The Bâtonnage Forum - to open up the conversation about women and wine and create a safe space to have difficult conversations
    • Founded in 2018 by Stevie Stacionis and Sarah Bray
    • Set up to “pass the baton” every two years
      • Katie and Rebecca are the lead organizers for 2020 and 2021
      • This brings in new ideas and changes to the organization
    • The Bâtonnage Forum has transformed from 1 day in Napa to a robust, active community from all sectors of the wine industry
      • The broad focus is a unique selling point
      • It’s a platform for education and engagement
      • They have gotten lots of positive, direct feedback (thank yous, emails, volunteers who want to be involved)
    • The Forum
      • 1st two forums held in Napa
      • Went from 1 day to multi-day, multi-session virtual forum, expanding the audience to all of North America and some global participants
      • 2021 - will be 3 days at the end of June
    • The issue
      • Only ~30-40% of wine businesses are women-owned
      • Only 14% of CA wineries have female head winemakers, though this has improved some
      • The Sommelier industry has meager female participation
      • #metoo movement has been helpful
    • How to Help
      • Step 1 - acknowledge and recognize the issue, join the conversation, including at the Bâtonnage Forum
      • Step 2 - improve HR and hiring practices
      • Step 3 - mentoring (spread the word about the mentorship opportunities to potential mentees), education (including WSET, MW, etc.…), and shaking up the conversation
      • Donations (currently filing for 501c3 status)
    • 2020 accomplishments
      • Pivoted in-person forum (was planning to be at Sonoma Broadway Farms) to virtual due to Covid with 10 sessions, 35 speakers, and 20 winemakers and chefs for a virtual walk-around tasting
    • 2021 Initiatives
      • Launched Mentorship Program - Level 1 of 3
        • Mentoring leads include the founders, Priyanka French, Tonya Pitts, and Mary Maher
        • Sponsored by Napa Valley Vintners
      • Filing for 501c3 non-profit status, targeting $10k/year for 3 years
      • Launching a Bâtonnage Forum branded canned wine with Nomadica
      • Want to dive deeper into uncomfortable conversations
    • Actively collaborates with other gender and under-represented inclusion groups
      • Diversity in Wine Leadership Forum - bringing the various diversity and inclusion groups together to understand what each group brings to the table and avoid overlap
      • Assemblage in Willamette Valley
      • Wonder Women of Wine (now Lift Collective) in Texas
      • Black Wine Professionals by Julia Coney
    • How we’ll know when we’re “there” - when there’s no longer a place for diversity committees in organizations

    Hosted on Acast. See acast.com/privacy for more information.


    Doing the Work of Change w/ Ikimi Dubose, The Roots Fund Feb 24, 2021
    Show notes

    Creating inclusivity and change is not changing current structures. It’s about creating new spaces. Ikimi Dubose of The Roots Fund is pushing change for diversity and inclusion of the BIPOC community in wine through passion, accountability, and transparency. She tells us how The Roots Fund is more than scholarships, has been able to change lives, and is expanding its impact with a high school enrichment program, a job board, and a language program. Dynamic only marginally describes Ikimi and The Roots Fund and the impact this nascent non-profit organization is having with only a year under its belt.

    This episode is sponsored by Repour, the simple, effective way to preserve your wine...without planning ahead. Extensively used by top sommeliers, wineries, and wine students, Repour prevents wasted wine and saves money. Find out more at repour.com and listen to Episode 24, where CEO Tom Lutz gives us all the details on Repour.

    Detailed Show Notes:

    • The Roots Fund supports Black, Indigenous, and LatinX in wine
    • Founded by Ikimi, Carlton McCoy (CEO of Lawrence Family Wineries), and Tahiirah Habibi (owner of Hue Society)
    • Ikimi and Carlton met as scholars of the CCAP program
    • Board includes the 3 founders currently, expanding with 2 more in 2021
    • Mission: to empower BIPOC (Black, Indigenous, and People of Color) in wine through scholarships, mentorship, and job placement
    • Some definitions:
      • POC = people of color
      • HBCU = historically black colleges & universities
      • DEI = diversity, equity, and inclusions
    • Diversity in wine
      • Wine is
      • Hospitality more diverse than wine in general - more chefs are POC
      • Many people forget the ownership part of inclusivity
      • Diversity is growing
        • Support from NBA players - the Roots Fund doing some work with Dwayne Wade
        • POC make up ~11% of wine consumers, a big customer base
    • Creating change
      • Start with changing hiring practices
      • Have HR people with DEI training
    • The Roots Fund differentiation
      • “No glass ceiling” - not just scholarships for tuition/fees, but funding can include the wines and other elements needed to pursue a career in wine
      • It doesn’t stop at scholarships - mentorship is mandatory, building a community
      • Send funders synopsis and videos of stories of scholars with the impact their scholarships are having on their lives
      • The lean organization, efficient operating structure - a lot of volunteer-based work, transparent (financial statements will be available end of March), 70% of funding goes directly to scholarships (vs. ~50-60% at other non-profits), no office space
    • Scholarships
      • Types
        • Location-based (e.g., Rooted in Napa, Rooted in France) - work and study in a location
        • Stay Rooted in Education - wine business focused
        • Rooted in Education - for wine certifications
        • Rooted in Culture - for joining membership organizations
        • Rooted in Wine, a Vintner’s Story - a partnership with Naked Wines, creating a wine and product, keep ownership of the wine and brand, Naked Wines distributes 1st round of product
      • Scholarships open quarterly, targeting 20 scholars/quarter in 2021, but have ~70 applicants today
    • How to help
      • Jobs - reach out with internships, jobs
      • Mentorship - people of all backgrounds desired, mentors and scholars are matched with purpose, want mentors who can create a safe space for people with different experiences, build them up, and share their network
      • Fundraising - 2021 goal - $500k, but hoping to exceed $1M
    • 2020 Accomplishments
      • Had a $100k fundraising target (for 10 scholars), raised ~$300k
      • 30 scholars in the program working
      • Domaine Dujac and Naked Wine sponsorships
    • 2021 Programs
      • High School enrichment program
        • Take students to community colleges and universities with wine programs
        • Spend time at some wineries
        • Conduct tastings with the parents - educating them on wine and the opportunities in the wine industry for their children
        • Launching with 2 cities in 2021
      • Job Board
        • It should be open at the end of March
        • The Roots Fund pre-vets candidates, only passing along the best fits
        • It requires follow up and feedback to improve candidates
      • Language Program - a partnership with Lip Service by Cha McCoy to empower people in wine with language education
      • Gearing up for 2022 - jobs, internships, and trips
    • Other areas of support
      • Building a massive program with Lodi, California
      • Waiting for more support from Napa Valley - as the industry leader, they can change the view of inclusivity in the industry
      • We will be doing a raffle/fundraiser for Women’s History Month in Spring

    Hosted on Acast. See acast.com/privacy for more information.


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