The New Grape Growers Workshop for Maryland and the Mid-Atlantic

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1 Welcome to The New Grape Growers Workshop for Maryland and the Mid-Atlantic Joseph A. Fiola, Ph.D. Specialist in Viticulture and Small Fruit

2 New Growers Workshop Speakers Shannon Dill Extension Educator - UME - Talbot County David Myers Extension Educator - UME PG/AA County Ben Beale Extension Educator - UME - St. Mary's County Sudeep Mathew Extension Educator - UME - Dorchester County

3 Notebook New Grower Workshop Program Hardcopy of Point Presentations Timely Viticulture ( topical) Examples Program Evaluation Supplemental Materials Wine Grape Production Guide for Eastern North America $70 ($95 direct from NREAS) Grape IPM Scouting Handbook - $23 Beneficial Insect Handbook - $15 MGGA Pamphlet and Membership form MWA Booklet

4 New Grower Workshop Objectives Replace romanticism with objective reality! Control irrational exuberance; substitute with a intensive, measured, thoughtful, information-based approach Give a sense of the economic and time demands of vineyard ownership Provide a very superficial but thorough overview of what is involved with starting a winegrape vineyard Alert you to some of the hazards of developing a vineyard Offer additional resources that can help you to succeed Adopted from Mark Chien, Wine Grape Agent PSU

5 Overview of the Local, US, and Global Wine Market Joseph A. Fiola, Ph.D. Specialist in Viticulture and Small Fruit

6 U.S. VS. The World (2010) 3 rd in world in grape Production (9.9%) after Italy, Spain 6 th in world in vineyard acreage (5.2%) 4 th in world in wine Production (10.6%) (up 5.6%) after Italy, France, Spain US production = 677,490,000 g 7 th in world in exports 1 st in World in Wine Consumption (12.5%) (up 5%) ranks 60 th per capita! (9.42 liters/person/year - up 5%) 30% of wine sold in US is imported

7 U.S. Wine Industry Over 5,000 bonded wineries across the U.S. Wineries in every US state. California = 90% of US production. Consumption Trends/Factors Boomers? Gen X/Y/Z? Wine health benefits

8 Wine Sales in the U.S. 700 Million Gallons Volume of U.S. and foreign wines entering U.S. distribution Source: Wine Institute

9 Acreage of Grapes ( ) CA 458, ,000 NY 33,000 33,000 31,500 37,000 NC ,800 PA 10,000 11,800 12,800 13,600 VA 1,273 2,800 MD Source: AVA from BATF data

10 Number of Wineries ( ) Wineries MD DE NJ NC NY OH PA VA WV Total US 579 1,367 1,817 6,672 (Alcohol and Tobacco Tax and Trade Bureau) Source: AVA from BATF data

11 Production by State (2000 vs. 2009) Gal Gal California 509,000, ,728,720 Washington 12,000,000 25,047,345 New York 30,000,000 28,554,290 Virginia 800,000 1,164,720 Pennsylvania 565, ,298 Maryland 65, ,767 Source: AVA from BATF data

12 Current Stats 2013 Vineyards 211 Vineyards 28 Commercial (not including wineries) In 23 Counties 770 acres of grapes grown 800 tons sold to MD wineries in 2012

13 Current Stats Wineries 61 Licensed Wineries Boordy 1945 In 18 Counties

14 Current Stats MD Wineries MD wineries sold over 345,599 gallons (2011) 1,744,275 bottles 11.6% increase over 2010 Annual sales of MD wine est. at $24 million. MD wineries produce over 420 different wines. MD wine is sold at more than 800 retailers MD wine is sold at over 300 restaurants.

15 Current Stats MD Wineries Year Gallons Sold Bottles (apx) Sales/Ave %Change ,599 1,744,275 $24,419, % ,666 1,562,917 $21,880, % ,117 1,403,686 $19,651, % ,280 1,364,133 $19,097, % ,657 1,154,056 $16,156, % , ,333 $13,556, % , ,533 $11,431, % , ,931 $9,827, % , ,500 $7,973, % , ,202 $7,044, % , ,866 $6,144, %

16 Current Stats Wineries

17 More Grapes Needed For every 1 ton grown, MD wineries import 1.4 tons from other states vineyards.

18 Governor s Commission on Wine and Grape Growing Maryland Wine: The Next Vintage A Report by the Maryland Wine and Grape Advisory Committee to Maryland Secretary of Agriculture Lewis R. Riley and Maryland Governor Robert L Ehrlich.

19 Educational and Incentive Grant Program Sponsors Vineyard and Winery Educational Programs UM Plant Pathologist Suitability mapping Southern Maryland Vine Matching Funds Cooperative Winery Southern MD Statewide Maryland Vine Matching Funds Labor for Research Vineyards Ask for MD Wine Marketing Vineyard Survey Website improvement Frederick County Wine Trail Ambassadors of Maryland Wine MARBIDCO Loan Program Vineyard Management Companies

20 Maryland Wineries Association Promotion

21 To Winery or not to Winery that is the question. Source: 16 th century British vineyard owner?

22 Rough Economics Independent Vineyard Harvest = 4T Gross profit $1500/T $6,000 Winery Harvest = 4T = 3000 bottles Gross profit $15.00/bottle $45,000

23 An Important Decision Viticulture vs. Marketing/sales In both cases: Quality, quality, quality! Never stop learning!

24 Landmark Series Wine Marketing: Top Quality Inside and Out! Just for Fun Boordy Vineyards Icons of Maryland

25 Wine Marketing: Know your clientele

26 Wineries: Your customers, friends, and antagonists Quality, quality, quality The current grape price and wine quality relationship It all starts with bottle price: the trickle down from retail effect Get to know your wine makers and winery owners Cultivate a strong working relationship Find wineries that share your philosophy and quality goals Figure out how to make the relationship work both quality and financial Communicate, often! Taste grapes and wines together, understand each others products and production methods. Utilize grape contracts and work hard to develop long term relationships personal and business Start doing all of these things right away (Mark Chien)

27 Joseph A. Fiola, Ph.D. Specialist in Viticulture and Small Fruit Western MD Research & Education Center Keedysville Road Keedysville, MD ext. 344; Fax