Winegrape News

July 27th, 2011

Welcome to this edition of the Lake County Winegrape Commission newsletter.

This issue is focused on a few of the many summertime events featuring Lake County wines this year.

The Commission newsletter is a publication dedicated to keeping our members informed about industry happenings and the Commission's work, meetings, and other events.

To find additional details on many of the topics covered here, as well as other useful information, visit the Lake County Winegrape Commission website, www.lakecountywinegrape.org.

As always, you are invited to comment on the newsletter, the website, or any of the programs of the Commission. Call the Commission office, 707-995-3421, or send an email shannong@lakecountywinegrape.org.

Commission Budget Outlines New Programs

KELSEYVILLE - The Lake County Winegrape Commission is planning key public relations and educational programs as part of its 2011-12 efforts to assist Lake County's winegrape growers and wine industry.

Revealing details from its recently adopted budget for the new fiscal year, the Commission directors announced that they will not have the annual Growers' Dinner and has instead opted to focus energy and funds on the growers' meetings, several key marketing and outreach events, and educational seminars and workshops including a new "Master Vigneron Program."

The Commission, established in 1992, is dedicated to the marketing and research of Lake County's premium North Coast Winegrapes. It assists growers in a variety of activities that benefit vineyard development.

Anticipating a total income of nearly $324,000, the Commission identified expenses in the categories of marketing, community relations, and education.

Development of the Master Vigneron Program is the newest in the Commission's educational functions. In a mission statement that starts with the definition of "vigneron" as "someone who cultivates a vineyard for winemaking," the Commission says it is developing the program to "increase the quality of Lake County winegrapes and wines by educating and training a core of experienced vineyard managers and foremen in leading industry viticultural practices," develop a professional vineyard workforce, and add that professional development to draw the best of the North Coast's vineyard workers to Lake County.

To accomplish the Master Vigneron Program goals, the Commission is budgeting funds to hire viticulturalist Paul Zellman, who has 30 years of grape growing and winemaking experience. Zellman, of Ukiah, will also assist with the continuing sustainable winegrape growing program, according to Commission President Shannon Gunier. The sustainability and Master Vigneron programs, along with daily weather information for growers, make up the bulk of the $69,000 Education budget.

Marketing expenses will include magazine advertising, printed marketing materials, Commission attendance at major trade shows including the annual Unified Symposium, the Commission's webpage (www.lakecountywinegrape.org), email and social media campaign, growers' marketing meetings, an Elevation of Wine Symposium, writer/media events, grape buyers' outreach, and a handful of key events and projects.

The Marketing budget is approximately $139,700. Among the key events identified in the budget is a dinner on Mount Konocti that builds on the Commission's existing "Lake County Rising" marketing campaign. Stating that the Commission is aware that sauvignon blanc "is soft this year," Gunier said the budget allows for development of three programs to address the issue. The Commission plans a sauvignon blanc symposium event, a sauvignon blanc tasting event, and a high end "red" tasting event. Promotion of the Master Vigneron Program is included in the marketing portion of the budget.

A Community Relations budget of $22,300 includes expenses for outreach activities including the Wine Alliance annual wine auction gala and the California Women for Agriculture's AgVenture program.

"We are working more closely with the Lake County Winery Association for the benefit of Lake County's wine industry," said Gunier. The cooperative efforts between the two entities is allowing the Commission to concentrate more on grower programs while the Association takes the reins on some of the consumer programs previously administered by the Commission, Gunier noted.

Additional funds in the Community Relations portion of the budget are allocated for meetings outside of Lake County and for donations and contributions such as gift baskets to charitable events.

For information about the Commission and its programs, visit the Commission's website at www.lakecountywinegrape.org or call the office at 707-995-3421.

Viticulturalist Hired to Head Master Vigneron Course

By Susan Stout

KELSEYVILLE - The Lake County Winegrape Commission is launching a new program to confer "Master Vigneron" credentials to vineyard managers and foremen, and viticulturalist Paul Zellman will help bring the program to fruition.

The Winegrape Commission is developing the Master Vigneron Program as one of its educational functions. A "vigneron" is "someone who cultivates a vineyard for winemaking," according to a Wikipedia definition quoted in the Commission's mission statement for the program. Implementing the year-long course, the Commission hopes to "increase the quality of Lake County winegrapes and wines by educating and training a core of experienced vineyard managers and foremen in leading industry viticultural practices," develop a professional vineyard workforce, and add that professional development to draw the best of the North Coast's vineyard workers to Lake County.

Zellman, who has 30 years of grape growing and winemaking experience, was selected to help the Commission accomplish the Master Vigneron Program goals. The Ukiah viticulturalist will also assist with the continuing sustainable winegrape growing program, according to Commission President Shannon Gunier.

"We are excited to welcome Mr. Zellman to our team. His expertise will guide us through this brand new program," said Gunier. "As it states in the mission statement for the Master Vigneron Academy, the Commission directors believe 'the vineyards are at the heart of producing world class wines and that experienced vineyard workers and foremen are the key to bring out the best of those vineyards.' In developing this program, the Commission directors sought to find the ideal teacher and coordinator. We have found a skilled, passionate and experienced individual in Paul."

Zellman began his viticulture career as vineyard manager for MacGregor Vineyards, San Luis Obispo, in 1980, the same year he earned his bachelor of science degree in viticulture from the University of California, Davis. He added a master of science degree in soil science from the University of California, Riverside, in 1995.

He has professional and personal ties to Lake County. "In 1998 I became the grower rep for Kendall-Jackson Winery for Lake, Mendocino and parts of Sonoma counties," said Zellman. "At that time, Kendall-Jackson purchased about 60 percent of the total Lake County Sauvignon Blanc crop. During this period I met many LCWC growers and families."

Zellman previously worked with the Lake County Winegrape Commission, from 2001 to 2003, directing a comprehensive wine quality assessment. He also developed maps and reports supporting the High Valley AVA application.

He is well-acquainted with Lake County, too, because of family. "I first become familiar with Lake County when visiting my wife's family in Lakeport. My father-in-law is retired Superior Court Judge John Golden," said Zellman. "My wife also has family in Ukiah where I now live and where we raised our two sons."

The Mendocino County resident will be responsible for the Commission's first year-long Master Vigneron Academy. "For the first class of the MV program we would like to graduate a maximum of 16 people," said Zellman. "We expect to receive many more nominations for the MV scholarships than we will have available. The MV selection board will have to make some very difficult choices."

As part of the program, participants will have an opportunity to visit several vineyards during once-a-month field trips, and the January trip will be to Sacramento for the Unified Wine and Grape Symposium. "In general, we will have a seasonal focus on the cultural practices that take place in a vineyard during the winter, spring and summer. The class term will cover about ten months, from December through August. We will not have class sessions during harvest." Monthly topics will include pruning, canopy management, crop levels, vine establishment and training.

"We will also pay particular attention to the skill set required by a supervisor to effectively direct and train vineyard crews," Zellman stated. "During the year we will hold workshops on communication, safety, sexual harassment and record keeping."

Zellman has worked as a vineyard manager at San Pasqual Vineyards in Escondido, California, a grower relations representative with Kendall-Jackson in Santa Rosa, a cellar worker with Geyser Peak Winery in Geyserville, and an assistant winemaker with Brutocao Cellars in Hopland.

Speaking about administering the Winegrape Commission's Master Vigneron and Sustainable Winegrowing programs, Zellman said the two "go hand-in-glove."

"Many of the key elements of the Master Vigneron Program are taken from the Sustainable Winegrowing Program handbook that most of our growers have worked with. The close coordination of the two programs will allow me to be focused and efficient, which I expect will lead to real accomplishments and savings for the Commission," he said.

"Growers will see crews that are supervised by graduates of the MV program performing tasks correctly and at lower costs. Ultimately, wineries and wine drinkers will recognize these efforts by the production of better wines.

"Furthermore, as the word spreads of the professional training that we provide for our supervisors, Lake County will attract and retain more key vineyard supervisors. Also, other employees will see an opportunity to advance their own professional development and an enhanced livelihood."

Zellman lists among his skills the ability to present seminars in both Spanish and English. He has used the ability in various roles. As co-founder and owner of Crop Care of Southern California between 1984 and 1998, he presented such seminars in viticulture, irrigation, and personnel training. He also provided bilingual presentations while working as a staff research associate with the University of California Cooperative Extension, San Diego. His was responsible for the coordination of a three-year study on "Reclaimed Municipal Wastewater Irrigation: Soil & Plan Responses," and he co-wrote two cost studies for large and small vineyards on the Central Coast.

The viticulturalist is also a California licensed Pest Control Advisor, a director with the Mendocino County Russian River Flood Control District, and a member of the American Society of Enology and Viticulture. He serves as a Scout Master for Boy Scouts of America and has two sons who have achieved Eagle Scout status.

For information about the Lake County Winegrape Commission, its education and research programs, events and other industry-related work, visit the Commission's website at www.lakecountywinegrape.org.

Lake County Winemakers Featured in Virtual Tasting

By Susan Stout

LOWER LAKE - Wine tasting with the vintage's winemaker is a treat for most wine lovers. But how can such a personal experience take place when the wine tasters are approximately 2,800 miles from the winemakers?

Technology - and a little ingenuity by organizers of a recent event - allowed American Wine Society (AWS) members in Scranton, Pennsylvania, to meet with Lake County winemakers while tasting their wines earlier this month.

Clay Shannon, Shannon Ridge and Vigilance wineries, and Gregory Graham, Gregory Graham Winery, were special guests of a program entitled "Virtual Tasting: Lake County Whites" presented by the Electric City Chapter of the AWS on July 14. In the chapter's promotion of the event, organizers wrote, "Through the magic of Skype, a MacBook and a projector, winemakers from Gregory Graham and Shannon Ridge will conduct a tasting of their wines remotely from the comfort of their California wineries. Just north of Napa Valley, Lake County is one of the undiscovered quality wine regions in the state."

"This was history in the making," said Lake County Winegrape Commission President Shannon Gunier, referring to the first virtual wine tasting with Lake County vintners. "Clay and Greg did a terrific job of sharing the virtues of our region's fine wines. I think everyone had a great time and learned a little about the quality of wine we are producing out here on the West Coast."

The "virtual wine tasting" event came about as a result of conversations between Rick Gunier of North Coast Winegrape Brokers and David Falchek, an AWS Board member, when they met at a Midwest trade show.

The Winegrape Commission sent wine, along with technical sheets and tasting notes, to the AWS chapter in Scranton ahead of the scheduled tasting date. Rick Gunier and Falchek practiced the Skype connection several times to make sure the equipment was working correctly. Falchek noted that several other AWS chapters were interested in participating; however, the technology requirements were not quite perfected to allow simultaneous multi-Skypecasts.

More than 40 people attended the tasting event in Scranton, Falchek reported to Rick and Shannon Gunier. While the winemakers could see some of the room via computer from where they were in Lake County, the tasters were able to see Graham and Shannon on a big screen in the conference room where the AWS chapter was holding its meeting. In addition, as attendees enjoyed the tasting, the Electric City Chapter members were sending questions via text messages to the winemakers who were then able to provide answers to the entire audience.

"I think it went great," said Falchek following the Skype-assisted tasting. "I know it was tough to tell from your end, but one member said, 'We were able to connect with them better than some speakers who talk with us in person,'" Falchek wrote in an email to Rick Gunier.

"Everyone will have a warm spot for Lake County, Clay and Greg," Falchek said about the AWS Electric City Chapter. He added that AWS will work on making the multiple, simultaneous chapter experience happen with future virtual tasting events.

Two New Lake County AVAs Proposed

By Rick Gunier, North Coast Winegrapes

Growers and wineries in the Big Valley and Kelsey Bench areas of Lake County are working together to submit two separate American Viticultural Area (AVA) applications to the U.S. Tax and Trade Bureau in Washington, D.C.

The proposed Big Valley AVA will include all of Big Valley. The boundaries are Highland Springs Road and Manning Creek on the west, the shores of Clear Lake on the north, Cole Creek along the base of Mount Konocti to Konocti Road on the East, and Bell Hill Road to the south.

The proposed Kelsey Bench area starts at Konocti Road in Kelseyville and extends southeast to Bottle Rock Road and Cole Creek Road along the Red Hills AVA's eastern boundary. It follows the eastern shore of Kelsey Creek south to the bottom of Kelsey Creek Drive. The western boundary follows Adobe Creek Road to pick up the boundary line for the proposed Big Valley AVA at Bell Hill Road to the point of beginning at Konocti Road in Kelseyville.

The U.S. Tax and Trade Bureau, a component of the U.S. Department of the Treasury, defines an American Viticultural Area as a designated winegrape growing region in the United States distinguishable by geographic features, with specific and clearly-defined boundaries. The AVA system has been in place since the 1980s, and had recognized more than 200 regions as of January 2011.

The purpose behind AVAs is to identify the unique growing characteristics in a certain area, including weather, soil, history and microclimates. AVAs are listed on premium wines and are used by wineries to help market unique flavor profiles of the various winegrape varieties grown in that region. An AVA specifies a geographical location from which at least 85% of the grapes are grown used to make that wine.

"In my opinion, the project is long overdue," said David Weiss, Big Valley grower and chairman of the Big Valley, Kelsey Bench AVA Steering Committee. "We have all seen the success of the Red Hills and High Valley appellations in helping build the Lake County brand and our reputation as a premium winegrape region. Big Valley and Kelsey Bench represent our original grape-growing acreage where local growers including the Dorns, Holdenrieds, Lyons and Euteniers first planted winegrapes."

Funding for the project was provided by growers, wineries, and the Lake County Winegrape Commission, all of whom have supported previous Lake County AVA projects. Growers in both areas have donated their time and resources, helping to supply the information needed to put the two projects together.

"The most challenging part to these AVA projects is setting the boundaries, and that involves more than growers working together. History, unique soils, and weather; all must be identified as the same in each AVA," said Rick Gunier, whose firm was hired to do the research and submit the two applications.

Gunier and others held several meetings over the last three years, collecting and incorporating all of the information needed to define the two regions.

"These boundaries are a major part of what defines a region and the process took months ofresearch as well as many grower meetings and interviews, " said Gunier. Soil and weather experts were used to accumulate the information as well as verify that all of the data was correct. "The Big Valley and Kelsey Bench are Lake County's oldest winegrape growing regions. There are already excellent wines coming from both. Now what we need to do is get the word out so that people know."

A more detailed definition of the boundaries, along with other supplemental information can be obtained by contacting Project Manager Terry Dereniuk at terrysavainbox@gmail.com.