2011 registration & program guide

Register TODAY! www.unifiedsymposium.org

Sacramento Convention Center Sacramento, January 25–27, 2011 Exhibits: January 26 & 27 www.unifiedsymposium.org 2011 unified & grape symposium

Meeting the Needs of the Industry

ince the American Society for Enology and Viticulture (ASEV) and the California Association of Winegrape Growers (CAWG) joined S forces to create the Unified Wine & Grape Symposium 17 years ago, it has become the largest wine and grape show in the nation. And while we are proud of the size of the Unified Symposium, it is the show’s established reputation for providing outstanding current news and technical information that we find most rewarding. As one of the industry’s premier gatherings, the Unified Symposium presents a vital platform to focus on the issues shaping our industry today, while interfacing the topics and trends shaping the future of grapegrowing and .

A Proven Format By combining a trade show with a broad spectrum of sessions, the Unified Symposium provides attendees direct access to all the latest information — everything from marketing on a budget to understanding wine quality starting in the to exploring new blends. Unified also provides an excellent forum for active networking with our industry’s suppliers. Winemakers and grapegrowers have a chance not only to renew and make new friendships but also to actively discuss and debate information and ideas that directly influence their work and success.

Rep reSENting the Entire Industry The Unified Wine & Grape Symposium organizers have a long and distinguished history of providing vintners and growers with the information they need to remain competitive. Jointly presented by ASEV and CAWG, the conference represents the collective experience, knowledge and background of the entire industry. We collaborate with a diverse committee of industry and academic professionals to bring you a program with timely topics and diverse slate of speakers.

Ideal Location The Unified Wine & Grape Symposium is held at the Sacramento Convention Center, 1400 J Street, Sacramento, California. Located in the heart of downtown Sacramento, the convention center is close to fine restaurants, hotels, museums, the capitol building and great shopping centers. The Sacramento International Airport is only 20 minutes away from the convention center and many of our contracted hotels.

1 unified wine & grape symposium www.unifiedsymposium.org 2011 daily schedule as of 1/14/2011

All sessions and other events will be held at the Sacramento Convention Center (SCC) and the Hyatt Regency unless noted otherwise. Refer to the online Daily Schedule at www.unifiedsymposium.org for the most current program information.

Monday, January 24 BREAKOUT SESSIONS 1:00 pm – 5:00 pm Registration Grapegrowing 2:00 pm – 4:00 pm Biodynamics: Point/Counterpoint Tuesday, January 25 7:30 am – 4:30 pm Registration Winemaking 8:00 am – 5:00 pm Press Room 2:00 pm – 4:00 pm Focus on Quality 8:00 am – 5:00 pm Speaker Ready Room SCC Business/Operations 5:00 pm – 8:00 pm CAWG Annual Meeting and Reception 2:00 pm – 3:30 pm Update on TTB Issues and Industry Affairs Sheraton

GENERAL SESSION Marketing/Public Relations 9:00 am – Noon Needed: People 2:00 pm – 4:00 pm Making Your Direct to Consumer Work

BREAKOUT SESSIONS Thursday, January 27 Grapegrowing 8:00 am – 4:00 pm Registration 1:00 pm – 2:30 pm Grower & Vineyard Management Company/ 8:00 am – 4:00 pm Press Room FLC Relationships—What You Need To Know 8:00 am – 4:00 pm Speaker Ready Room 2:40 pm – 4:00 pm Developing and Supporting Front-Line 9:00 am – 4:00 pm Exhibits Open Supervisors 11:30 am – 1:00 pm Hosted Buffet Luncheon Winemaking Industry Outreach Session 1:00 pm – 2:30 pm Doing More With Less 8:00 am – 8:40 am Access to the Experts: More Information at 2:40 pm – 4:00 pm Distribution Issues Your Fingertips 8:40 am – 9:00 am Advanced Winemaking Capability in the New Business/Operations UC Davis Teaching and Research Winery 2:00 pm – 4:00 pm The Business of Labor Management SPANISH SESSIONS TRACK Marketing/Public Relations 9:00 am – 10:30 am Winemaking Practices I: Filtration Process 1:00 pm – 2:30 pm Crisis Communications: When Unfortunate (including Sanitation and Lab Analysis) Things Happen to Good People 9:00 am – 10:30 am Irrigation and Fertilization 2:40 pm – 4:00 pm What Matters to Millennials 10:40 am – Noon Leadership

Wednesday, January 26 GENERAL SESSION 7:30 am – 5:00 pm Registration 9:30 am – 11:00 am Succeeding in an International Marketplace

8:00 am – 5:00 pm Press Room BREAKOUT SESSIONS 8:00 am – 5:00 pm Speaker Ready Room Joint Grapegrowing/Winemaking 9:00 am – 6:00 pm Exhibits Open 2:00 pm – 4:00 pm Focus: Pinot noir (includes tasting) 4:00 pm – 6:00 pm Regional SCC Business/Operations GENERAL SESSION 2:00 pm – 4:00 pm Where is the Money Now? 8:30 am – 11:00 am State of the Industry—Today and Tomorrow Marketing/Public Relations 2:00 pm – 4:00 pm Legal and Privacy Issues with Social Media

2 unified wine & grape symposium www.unifiedsymposium.org 2011 program as of 1/14/2011

Speakers are listed in alphabetical order. T uesday, January 25 GENERAL SESSION 2:40 pm – 4:00 pm 9:00 am – Noon Developing and Supporting Front-Line Supervisors Vineyard and winery operators depend on supervisors, crew leaders, and Welcome and Introductions ‘mayordomos’ to lead, manage and motivate a productive workforce. John Aguirre, President, California Association of Winegrape Growers Despite the experience and skills they bring, these front-line leaders often do not have all the knowledge, ability, and support needed to Needed: People perform their critical functions effectively. Consequences may include People are the backbone of any industry and the wine and grape a wide range of operational and legal problems. This session will help industry is no exception. From the through the cellars to sales us to better understand the challenges facing front-line supervisors and distribution, the workforce is a vital component to ensuring that and provide the owner/operator tools to help bridge the gap between we are all able to provide the consumer with a quality glass of wine. expectations and performance. This session will explore the history of labor and the workforce in the Moderator: wine industry and efforts to recognize the diversity that makes up our community. There are also a number of efforts to ensure a legal and Mike Harder, Vino Farms, California reliable workforce be made available, so this session looks at the past, Speakers: present and future of labor in the industry. Howard Rosenberg, University of California, Berkeley Moderator: Guadalupe Sandoval, California Farm Labor Contractors Association Yesenia Plascencia, Pasta Pomodoro Inc., California Speakers: Winemaking Barry Bedwell, California Grape & Tree Fruit League 1:00 pm – 2:30 pm Mike Carlton, Florida Fruit & Vegetable Association Doing More with Less Philip Martin, University of California, Davis This session will focus on the demands being placed on the winemaking process in light of the recent economic downturn and the subsequent BREAKOUT SESSIONS impacts upon businesses. There is a need to continue to produce high-quality products to meet demand, but to do so in a manner that G rAPEGROWING is safe and efficient—all with a decreased workforce in many instances. These issues are manifesting themselves in decreased staff resources 1:00 pm – 2:30 pm in the laboratory and in the cellar and impact procurement, general Grower & Vineyard Management Company/FLC Relationships— management and bottling operations. What You Need to Know Moderator: This session will focus on the relationship between growers and Torey Arvik, Jackson Family , California Vineyard Management/Farm Labor Contractor companies. How will this partnership impact your company? In today’s economy it’s Speakers: imperative to look beyond just work performance by employees of the Doris Larson, J. Lohr Vineyards & Wines, California VMC/FLC. A grower must delve into issues such as safety practices Tom O’Brien, Consultant, California and compliance protocols to assure liabilities stay to a minimum while assuring safety of the workforce. “Joint Employment” is a hot topic and 2:40 pm – 4:00 pm will be discussed by reviewing real case scenarios. Moderator: Distribution Issues Neil Roberts, Roberts Vineyard Services, California Distribution and getting wine to consumers is an important part of the industry to that could pose many different issues–from maintaining Speakers: proper temperatures to timing of delivery and protection at the Joe Martinez, DLL Insurance, California distribution center, distribution can be a complex process. This session Joe Garcia, Jaguar Inc./Garcia Management Consulting Inc., California seeks to explore these and other issues in an effort to address ways to ensure wine that is delivered to retail outlets and is done in a manner which ensures protection and quality of product. Moderator: Torey Arvik, Jackson Family Wines, California Speakers: To be confirmed

3 unified wine & grape symposium www.unifiedsymposium.org 2011 program (continued)

Tuesday, January 25 — continued Wednesday, January 26 Business/Operations GENERAL SESSION 2:00 pm – 4:00 pm 8:30 am – 11:00 am The Business of Labor Management Welcome and Introductions If you aren’t aware of the latest developments and issues in labor Patty Saldivar, President, American Society for Enology and Viticulture relations law and worker safety regulations, then you are walking State of the Industry—Today and Tomorrow through a minefield of potential enforcement actions and penalties. Public and private sector experts will provide their current insights and With the new year, it’s time to take a fresh look at industry trends so you advice on labor law compliance and worker safety issues. Learn from can better understand events in the year ahead. Our panel of experts will the experts on compliance and enforcement so you can avoid costly share their analysis and commentary on market conditions. problems and focus on training and managing your workforce. Moderator: Moderator: Patty Saldivar, President, American Society for Enology and Viticulture Bryan Little, Farm Employers Labor Service, California Speakers: Speakers: Danny Brager, The Nielsen Company, California Bill Krycia, Cal/OSHA, California Nat DiBuduo, Allied Grape Growers, California Patrick Moody, Barsamian & Moody, California Francesca Schuler, Treasury Wine Estates, California

Marketing/Public Relations BREAKOUT SESSIONS 1:00 pm – 2:30 pm G rAPEGROWING Crisis Communications: When Unfortunate Things Happen to Good People 2:00 pm – 4:00 pm This session will provide perspectives and food for thought on how Biodynamics: Point/Counterpoint to address issues of crisis within an operation. Sometimes bad things happen and people need to be prepared to respond to a number of This session will strive for a balanced conversation that provides interested groups—families, media, their industry and communities. different perspectives with respect to the effects attributed to This session will seek to provide tools to be a foundation for thinking biodynamics. about working through a crisis. Moderator: Moderator: Steve McIntyre, Monterey Pacific Inc., California John Segale, Precision Point Communications, California Speakers: Speakers: Ivo Jeramaz, Grgich Hills Estate, California Mark Ghilarducci, James Lee Witt Associates, California Ginny Lambrix, Truett Hurst, California Rick Kushman, Marketing Group Ken Payton, Reign of Terroir, California Stuart Smith, Biodynamics is a Hoax, California 2:40 pm – 4:00 pm Winemaking What Matters to Millennials 2:00 pm – 4:00 pm In today’s world, the Millennial generation continues to garner more and more marketing attention. As marketing and communications Focus on Quality professionals learn more about this generation, it becomes apparent that The outcome of wine quality is invariably dependent upon precision there are certain principles that Millennials hold as core values. This in bottling and packaging. This includes control of microbial, chemical session will explore what is core to this generation’s beliefs, how social and sanitary conditions at the point of filling. In addition, features awareness is important and how to best communicate with them. in closures or packaging can play a key role in determining final Moderator: quality. This session will provide practical insights into this phase of Leah Hennessy, Millennier Inc., California winemaking. Speakers: Moderator: Adam Beaugh, Jackson Family Wines, California Zoran Ljepovic' , Constellation Wines U.S., California Megan Callahan, Paso Robles Wine Country Alliance, California Speakers: Humberto Berlanga, Geyser Peak Winery, California Jesus Ceja, Treasury Wine Estates, California Ashley Heisey, Long Meadow Ranch Winery, California Glenn O’Dell, Constellation Wines US, California

4 unified wine & grape symposium www.unifiedsymposium.org 2011 program (continued)

Wednesday, January 26 — continued 8:40 am – 9:00 am Business/Operations 2:00 pm – 3:30 pm Advanced Winemaking in the New UC Davis Teaching and Research Winery Update on TTB Issues and Industry Affairs UC Davis recently opened a new LEED Platinum certified winery with The actions taken at TTB have impacts on all sectors of the wine advanced winemaking capabilities. Advanced technology with new business. From growers to vintners to marketing and finance, all fermentors and other equipment is being used to teach the current and involved in the production and sale of wine could benefit from an next generation of students entering the job market. The facility also update on the numerous actions and developments at TTB. This session greatly increases the precision of research winemaking, allowing insight will serve to update the industry on these activities and developments into subtle vineyard and winemaking issues. and provide a glimpse at what might be on the horizon. Speakers: Moderator: Roger Boulton, University of California, Davis Greg Hodson, E&J Gallo Winery, California Andrew Waterhouse, University of California, Davis Speakers: SPANISH SESSIONS TRACK Mari Kirrane, Alcohol and Tobacco Tax and Trade Bureau, California Susan Stewart Evans, Alcohol and Tobacco Tax and Trade Bureau, 9:00 am – Noon Washington DC This two-session track is either a winemaking OR a viticulture session (9:00 am – 10:30 am) AND the joint session (10:40 am – Noon). A Marketing/Public Relations certificate of completion will be mailed after the conference. You must complete two of the three sessions to qualify for the certificate. 2:00 pm – 4:00 pm Making Your Direct to Consumer Work Winemaking This session will explore examples of successful direct to consumer and 9:00 am – 10:30 am wine club programs and provide tips and tools to make your program work for you. Winemaking Practices I: Filtration Process (including Sanitation and Lab Analysis) Moderator: This seminar will present the different filtration techniques for wine— Jeff Stai, Twisted Winery, California including DE filters, plate and frame, membranes and cross flow— Speakers: indicating the main applications. In addition the sanitation involved Stacie Jacob, Paso Robles Wine Country Alliance, California during this process and the lab analysis related to this will be explained. Quinton Jay, Bacchus Capital Management, California Practicas Enológicas I: Proceso de filtración (incluyendo sanidad y Ray Johnson, Sonoma State University, California análisis de laboratorio) Andrew Kamphuis, Vin65, Canada Este seminario presentara las diferentes técnicas de filtración para vino—incluyendo filtración con tierras diatomáceas, filtro con placas, T hursday, January 27 membranas y flujo tangencial—indicando las aplicaciones principales. Además se explicara la sanidad necesaria durante este proceso y loa Industry Outreach Session análisis de laboratorio relacionados. 8:00 am – 9:00 am Moderator: Moderator: Jose Flores, Safe Harbor Wine Storage, California Tom Collins, Treasury Wine Estates, California Speakers: Adolfo Alarcon, Murphy Family Vineyard, California 8:00 am – 8:40 am Alejandro Alvarez, Martin Ray Winery, California Access to the Experts: More Information at Your Fingertips Grapegrowing An insider’s guide to valuable new internet resources available to grape growers and winemakers will be provided. Dr. Deborah Golino will 9:00 am – 10:30 am update us on the new content and features of the Integrated Viticulture Website and the National Grape Registry. Dr. Linda Bisson will Irrigation and Fertilization: A Practical Approach for Winegrowing introduce the audience to VENsource, a System for OUtreach, Research, Irrigation and fertilization concepts will be discussed with emphasis Communication, and Extension. Enology Access, the center piece of on drip irrigation and fertigation. The focus will be on producing VENsource, will be featured. Following will be the introduction of the high quality grapes for premium winemaking. Modern production new national grape community of practice (GCoP) through eXtension, of winegrapes in California incorporates the utilization of irrigation funded by a Specialty Crops Research Initiative grant supported by as a and fertilization as tools for obtaining specific goals. Fruit quality and core project of the National Grape & Wine Initiative. Dr. Eric T. Stafne, efficient water use to comply with current environmental and regulatory Oklahoma State University, is the Project Director of eXtension Grape demands are an important part of this approach. Community of Practice and will introduce this valuable new resource. Speakers: Linda Bisson, University of California, Davis Deborah Golino, University of California, Davis Eric T. Stafne, Oklahoma State University, Stillwater

5 unified wine & grape symposium www.unifiedsymposium.org 2011 program (continued)

Thursday, January 27 — continued Irrigación y Fertilización: Guia Practica para los Viticultores BREAKOUT SESSIONS En esta sesión se discutirán los conceptos de riego y fertilización, con énfasis en riego por goteo y fertigacion. El enfoque será sobre la J oint GrAPEGROWING/Winemaking producción de uva para vinos de alta calidad. La producción moderna de uvas de vino en California incorpora la utilización del riego y la 2:00 pm – 4:00 pm fertilización como herramientas para obtener objetivos específicos. Varietal Focus: Pinot noir (includes tasting) La calidad de la fruta y el uso eficiente del recurso hídrico (agua) para cumplir con las demandas ambientales y regulatorias son parte This session will continue the varietal focus with a tasting that has importante de esta discusión. become a tradition at the Unified Wine & Grape Symposium. Pinot noir will be showcased with speakers addressing the grape growing and Moderator: winemaking aspects of this varietal in different growing regions. Francisco Araujo, Premier Pacific Vineyards, California Moderator: Speakers: Kristen Barnhisel, Handley Cellars, California Francisco Araujo, Premier Pacific Vineyards, California Speakers: Pete Opatz, Silverado Premium Properties, California Peter Bell, Fox Run Vineyards, New York Joint Winemaking/Grapegrowing Session Ken Brown, Ken Brown Wines, California Mike Heringer, Heringer Estates, California 10:40 am – Noon Tony Rynders, Tony Rynders Consulting, Oregon Leadership Business/Operations Lourdes and Yesenia return to continue the leadership conversation they engaged participants in two years ago. They will continue to explore 2:00 pm – 4:00 pm leadership in agriculture, the responsibility of leadership in good and difficult business times and how the lack of action on behalf of the Where Is the Money Now? leader impacts the work environment for all. The economy continues to prove challenging in the financial world with consolidation of banks, challenges in securing funding and new Liderazgo requirements being placed by lenders for those seeking loans. So the Regresan Lourdes y Yesenia para continuar la platica de liderazgo question looms, where is the money now? This session will explore the que iniciaron hace dos anos. Continuaran la exploracion del tema de state of the financial world as it relates to securing funding, exploring liderazgo en agricultura, la responsabilidad del lider en tiempos buenos who has the money and how to get it. y bajos del negocio y como la falta de accion por parte del lider tiene un Moderator: impacto en el ambiente laboral para todos. Adam Beak, Bank of the West, California Moderator: Speakers: Yesenia Plascencia, Pasta Pomodoro Inc., California Dwayne Bertrand, John Hancock Life Insurance Company, California Speakers: Mark Couchman, Silverado Premium Properties, California Lourdes Elizondo-Coomer, Consultant, Arizona Yesenia Plascencia, Pasta Pomodoro Inc., California Marketing/Public Relations GENERAL SESSION 2:00 pm – 4:00 pm 9:30 am – 11:00 am Legal and Privacy Issues with Social Media Welcome and Introductions The rapidly developing and changing world of social media provides new and exciting opportunities for reaching consumers, colleagues and John Thorngate, Chair, UW&GS Program Development Committee beyond, but what seems to be the wild west for marketing does have caution signs as well. This session will provide a discussion of legal and Succeeding in an International Marketplace privacy issues associated with embarking into the world of social media. As the number of wine producing countries increases, the competition Whether you are an avid social media fan or are looking to enter this level both in the marketplace and for consumers increases. Globalization realm, this is a session for everyone. can be a risky proposition and a discussion of both sides of the story need to be presented. Key information from an economics standpoint, Moderator: an increasing marketplace and producer’s perspectives will be presented. John Hinman, Hinman & Carmichael, California Moderator: Speakers: Bill Turrentine, Turrentine Brokerage, California Suzanne DeGalen, Hinman & Carmichael, California Speakers: Tracy Genesen, Kirkland & Ellis, California Jeff O’Neill, O’Neill Vintners, California Daniel Sumner, University of California, Davis

6 unified wine & grape symposium www.unifiedsymposium.org 2011 registration

3 Ways to Pre-Register R egistration Rates 1. Online Pi re-reg stration Through After ends Jan 18, 2011 Jan 18 Jan 18 www.unifiedsymposium.org 2.ep Tel hone 3- Day Registration (800) 550-1496 (within USA) or (includes Tuesday–Thursday sessions and Wednesday & Thursday exhibits) (650) 416-2486 6:00 am to 5:00 pm (PST), Monday through Friday ASEV/CAWG Member $295 $495 ASEV Industrial Affiliate $295 $495 pre-registration Deadline ASEV Student Member $50 $250 January 18, 2011 Non-member $480 $680 Three- and one-day registration fees will be $200 higher and exhibits only registration fees will be $30 higher after this date, including on-site 1- Day Registration in Sacramento. (includes your choice of Tuesday sessions & Wednesday exhibits, Wednesday sessions & Wednesday Exhibits, or Thursday sessions and Thursday Exhibitor Information exhibits) Visit www.unifiedsymposium.org and select Trade Show from the menu on the right to view the floor plan or search for exhibitors by company ASEV/CAWG Member $175 $375 name or product. ASEV Industrial Affiliate $175 $375 Non-member $225 $425 Parking Parking is available at several locations in downtown Sacramento. Exhibits Only Parking is also available at Raley Field on Wednesday and Thursday, (Wednesday and Thursday) January 26 & 27, for $8/day. This daily rate includes shuttle service to and Member/Non-member $30 $60 from Raley Field and the Convention Center. Visit our website for parking locations and a map of downtown Sacramento and Raley Field. There is a Spanish Sessions Track Only slightly modified route for all vehicles this year due to city construction. (includes Wednesday & Thursday exhibits) Member/Non-member $50 $50

Thank You Sponsors!

Headquarters Hotels Room Key Cards O-I Wednesday General Session Coffee Break Unified Wine & Grape Symposium, llc

Suisun Valley Vintners & Growers Association SOLE LLC MEMBERS ARE: Wednesday General Session Wine Business Monthly Silver Bank of the West Regional Wine Tasting Farm Credit Alliance Premiere Impression Glass & Packaging Zepponi & Company Bronze Bank of America Merrill Lynch Ciatti Company LLC Hamilton Company Wines & Vines

Sponsors as of 1/10/11

7 unified wine & grape symposium www.unifiedsymposium.org