New York Wine & GrapeNews

11

Jul

The Press Deck ~ July 11th, 2018

Valerie Ross

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Dear Friends,
 
We hope many of you have been able to enjoy a beautiful few days in picturesque New York wine country recently… I have just finished a glorious road trip with our NY Drinks NY participants and 15 trade and media representatives touring Finger Lakes wineries. I write to you today from Arlington, VA as Sam and I prepare to attend the U.S. Agricultural Export Development Council 2018 Attaché Seminar. The information presented at this event will help guide our grant funded Export Program. It seems like the longer I’m here at the Foundation, the more the moniker “intrepid traveler Val" seems to fit!

Though it’s warm, and vacation and relaxation are on the mind, the New York Wine & Grape Foundation team is not wasting any time getting down to business achieving our strategic objectives this summer. 

As you may have read, one very important thing we heard in our focus groups was that the Foundation needs to play a significant role in raising the brand visibility of New York wines. We need to be an impactful voice statewide, and in New York City in particular, while also developing strategies to address key domestic and international markets.

In addition to hiring a New York Wines Brand Ambassador and adding a Communications Manger position to our staff, multiple initiatives have already begun to address that objective. July 1st brought the beginning of a new Export Program year. All of our members and participants in that program should have received an update on Monday about our tentative plans for the year (we’d also love to get feedback to help guide us!) The Foundation will be targeting export activities in Asia, Canada and Western Europe this year. To assist you in the process, advisors in each market will be providing a webinar in August or September on key issues you should be aware of in order to be successful there.

As mentioned, we are also in high gear on our NY Drinks NY program. Many of the staff, including our New York Wines Brand Ambassador Paul Brady, have been escorting trade and media representatives from the New York City, London and Houston areas on a once-in-a-lifetime immersive wine and culinary experience in the Finger Lakes. We’ve already had a great report from the Drunken Cyclist and we expect much more to come.

We hope you enjoy some of the photos from our NY Drinks NY trip!
Bruce Murray of Boundary Breaks leads our NY Drinks NY participants
through a tasting of their Rieslings and red blends.
Oskar Bynke teaches a short class on grafting in the nursery before a
Saperavi tasting at Standing Stone Vineyards.
A comprehensive side-by-side tasting of Lamoreaux Landing Riesling from
four different vineyard sites and two vintages.
The Foundation engages in promotional programs funded by various state and regional partners to address a number of different goals. We are aware of the need to ensure these program activities coalesce in a universal strategy that raises the brand awareness of all of New York State’s wine regions, as well as the profile of the Foundation itself. We are looking forward to working on a broader marketing and rebranding initiative this year that will help integrate all our programs, marketing, and communication in order to achieve a greater impact for wineries and grape growers. Stay tuned for more information to come! 
Cheers,