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Vision 2015: A Strategic Direction for the Virginia Wine
Industry serves as a blueprint for the development of Virginia’s
Wine Industry as a producer of wines that embody quality, character
and value … characteristics that are imperative to meeting
consumer demands of the 21st Century and paramount to the establishment
of Virginia as a producer of world-class wine. Vision 2015
has a lineage that traces back to President Thomas Jefferson’s
vision of Virginia as a leader in wine making, embodying that traditional
vision into a formula that will drive the industry to success.
Vision 2015 was born out of the diligent work of
Governor Mark R. Warner’s Wine Study Work Group, an initiative
to evaluate and develop recommendations for the enhancement of Virginia’s
wine industry. The Wine Study Work Group identified a critical need
for the development of an industry strategic plan to serve as a
guide for the industry’s growth and development. The Group
cited the experience of the Australian Wine Industry, including
both the strengths and pitfalls in the rapid development of their
industry, as providing valuable lessons for Virginia as the Virginia
Wine industry enters its own rapid growth phase. One of the keys
to success in Australia was the adoption of a strategic plan to
which all sectors of the industry could subscribe; the Work Group
decided that such an effort would provide a useful tool and that
the Work Group should undertake the development of such a plan for
Virginia.
Vision 2015 started as a traditional strategic planning
process, namely, development of a strengths/weaknesses/opportunities
/threats (SWOT) analysis for the Virginia Wine Industry, development
of a vision/mission statement and the development of draft goals
and strategies. The SWOT analysis, vision/mission, goals, objectives
and strategies were refined and clarified through five meetings
that obtained valuable insight and advice from numerous wineries,
wine grape growers, wine distributors and wine industry support/service
industry staff.
Vision 2015 serves as a guide to local and state
policy affecting Virginia’s wine industry, to the need for
implementation of new and improved marketing strategies, to new
strategies for supporting the industry through rigorous research/extension
programs and through development of new financial tools to support
entrepreneurs entering or expanding within the industry.
Above all, Vision 2015 presents a challenge to all
segments of Virginia’s wine industry, a challenge to strive
for excellence in wine quality and quality verification, production
and processing, marketing, distribution, research and extension,
and public policy development.
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Vision 2015:
Vision Statement
By the Year 2015 the Virginia wine industry
will double its market share within the Commonwealth and reach
measurable sales on a national level.
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Mission Statement
An industry unified in its commitment to innovation and quality
resulting in the production of world class wines in Virginia. |
Wine Industry Strategic Plan
Objective 1
To improve the quality and uniqueness of Virginia wines. |
| Strategies: |
| 1.1 |
Establish and adequately fund vineyard and wine
production research and testing programs to insure the highest
quality practices and standards are identified and met. |
| 1.2 |
Develop an industry wide quality assurance program
that addresses verifiable vineyard and wine production standards
to insure the highest quality product within a specific market
segment. |
Objective 2
To enhance the image and reputation of Virginia wines and
the Virginia Wine Industry. |
| Strategies: |
| 2.1 |
Develop a fully integrated marketing program focused
on advertising, public relations and promotions to deliver a
clear and positive message on the quality of Virginia wines
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| 2.2 |
Ensure that Virginia wines are highlighted through
at least 15 favorable reviews by recognized national wine industry
publications. |
| 2.3 |
2.3 Identify key wine industry publications and
writers by wine market segment and target these for wine reviews.
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Objective 3
To increase and expand the market share of Virginia wine
sold in state, national and international markets. |
| Strategies: |
| 3.1 |
Develop and implement an aggressive and comprehensive
marketing plan targeted to restaurants, distributors, retailers,
consumers, media and wine publications. |
| 3.2 |
Conduct market promotional “blitzes”
on particular Virginia wines at varying times of the year. |
| 3.3 |
Promote the health benefits of wine to consumers. |
| 3.4 |
Develop a promotional campaign under the slogan
“Virginia Wineries: Next Big Thing.” |
| 3.5 |
Analyze market trends and evaluations of Virginia
produced wine varietals such as Cabernet Franc and Viognier
for promotional potential as a Virginia identity based wine
(similar to Oregon’s Pinot Noir). |
| 3.6 |
Expand promotional activities for stable Virginia
wines through unique branding (e.g. Chardonnay). |
| 3.7 |
Implement marketing activities to encourage all
Virginia grocery retailers to dedicate additional shelf space
for Virginia wines (goal of 10% shelf space). |
| 3.8 |
Implement marketing activities, training and educational
programs to encourage more Virginia restaurants to carry Virginia
wines and to emphasize Virginia wine-by-the-glass sales. |
| 3.9 |
Review, revise, and develop new appellation designations
and vineyard designated labeling to tie wine production to a
specific Virginia production region. |
| 3.10 |
Encourage greater participation in national and
international wine competitions for select Virginia wines that
are recognized as meeting established quality assurance standards. |
| 3.11 |
Develop and coordinate marketing activities in
coordination with the Virginia Tourism Corporation for winery
visitor profiling, increased national and international tourist
visitation, and evaluating the feasibility of a Virginia Wine
Trails Program. |
| 3.12 |
Develop and distribute a Virginia Wine Guide. |
| 3.13 |
Further develop consumer wine tasting opportunities
for premium Virginia wines through the organization of high
visibility state and regional food and wine tasting events. |
| 3.14 |
Expand the use of wine tasting rooms to orient
consumers to Virginia wines. |
| 3.15 |
Develop tourist promotions that connect wineries
to Virginia historical attractions. |
| 3.16 |
Develop marketing strategies to increase distributor
interest in Virginia wines and expand distributor sales in major
market areas. |
| 3.17 |
Promote the concept of Virginia wine as a “daily
pleasure” to Virginia consumers. |
| 3.18 |
Establish a consistent wine marketing “road
map” with a clear focus on the strategies identified to
achieve specified goals and an evaluation procedure to measure
success. |
Objective 4
To improve the profitability of vineyard and wine businesses
in Virginia. |
| Strategies: |
| 4.1 |
Expand activities to increase the profitability
of existing vineyards and wineries. |
| 4.2 |
Develop cooperative activities or businesses for
bulk purchasing of vineyard and wine production supplies and
equipment. |
| 4.3 |
Establish a Virginia wine cooperative to conduct
wine advertising, and provide distribution and shipping services. |
| 4.4 |
Identify an individual or organization to concentrate
on improving the distribution of Virginia wines. |
| 4.5 |
Develop or expand Cooperative Extension Service
Lab facilities for use by Virginia wineries for testing and
evaluation of products to increase quality. |
| 4.6 |
Develop a listing of vineyard and wine production
equipment available for lease. |
| 4.7 |
Develop a vineyard/wine industry services and
product directory. |
| 4.8 |
Expand opportunities for greater mechanization
through lease of specialized equipment such as mechanical harvesters.
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| 4.9 |
Expand Research and Extension programs for the
development of efficient and effective pest management programs
(disease resistance and prevention, insect management). |
| 4.10 |
Develop opportunities for cooperative purchase
of crop protection materials. |
| 4.11 |
Develop “custom crush” as an opportunity
to increase the production level of high quality Virginia wine. |
| 4.12 |
Develop wine and retail sales educational programs
for winery tasting room staff. |
| 4.13 |
Improve wine grape quality through expanded vineyard
production educational programs for grape growers. |
| 4.14 |
Establish and fund a winery consulting position
to provide business management, accounting and finance services
to wineries (Agricultural economics/business degree; Agricultural
Business Extension Agent or Specialist). |
| 4.15 |
Expand VA Tech wine industry technical training
courses through regional course offerings at off-campus sites,
on-line computer courses and Community College locations. |
| 4.16 |
Develop and expand business and technical educational
activities through Community College Workforce Training programs
geared specifically towards wine industry training needs. |
| 4.17 |
Institute or expand wine industry dialogue with
private sector credit institutions on the economics and financial
returns for vineyard and winery operations. |
| 4.18 |
Continue the development of innovative wine grape
cultivars that have the potential for the establishment of “Virginia-branded”
high quality varieties (Cabernet Franc, etc.). |
| 4.19 |
Identify and develop a program to address labor
issues focused on obtaining and maintaining affordable labor
resources (H2A Program). |
| 4.20 |
Encourage stringent enforcement of existing Virginia
wine laws regarding the use of Virginia produced grapes for
the various classes of wineries. |
| 4.21 |
Develop wine industry programs to increase demand
and increase prices of Virginia wine. |
| 4.22 |
Encourage increased wine retail, full-margin sales
through the establishment and expansion of winery and winery
owned or controlled off-site sales locations. |
Objective 5
To maintain (enhance) Virginia’s rural character and
beauty through the expansion of Virginia’s wine industry. |
| Strategies: |
| 5.1 |
Conduct biennial surveys of consumers receiving
VA wine literature to ascertain winery visitation rates, patterns,
and experiences. |
| 5.2 |
Design and provide industry sponsored educational
programs for local government officials, planning commissions,
and zoning administrators on the local economic development,
agri-tourism and farmland preservation benefits of the Virginia
Wine Industry. |
| 5.3 |
Identify various county regulations affecting
vineyard and winery establishment. |
| 5.4 |
Develop a database ranking of counties and regions
for winery establishment or expansion based upon county zoning
requirements, local taxation, land use assessments and farmland
preservation incentives. |
Objective 6
To facilitate the development of complementary supply and service
industries for the Virginia wine industry. |
| Strategies: |
| 6.1 |
Identify Virginia-based and regional companies
that are manufacturing products that are currently being used
by the wine industry (e.g. glass bottle manufacturers). |
| 6.2 |
Identify potential manufacturers of complementary
products and educate such companies on the potential market
and business opportunity (e.g. wood product manufacturers for
cooperage business). |
| 6.3 |
Identify collateral industries such as hotels
and restaurants and educate these businesses on Virginia wines. |
| 6.4 |
Investigate technical and business feasibility
of cooperage businesses with the VA Tech Department of Forest
Products. |
| 6.5 |
Investigate Kentucky and Tennessee cooperage firms
that are producing oak barrels for the Bourbon Industry. |
| 6.6 |
Organize a suppliers’ fair to allow companies
to showcase products and services for the wine industry. |
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Vision 2015: A Strategic Direction for the
Virginia Wine Industry was created by the Governor’s Wine
Study Work Group in concert with the members of Virginia’s wine
industry. The members of the Governor’s Wine Study Work Group
are as follows:
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Governor’s Wine Study Work Group
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| Chairman: |
The Honorable Michael J. Schewel
Secretary of Commerce and Trade
Mr. Matt Erskine
Deputy Secretary of Commerce and Trade
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| Co-Chairman |
Mr. William Moses
Kluge Estate Winery and Vineyard |
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| Members |
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Lieutenant Governor Tim Kaine
Ms. Lindy Pond, President
Virginia Vineyards Association
Mr. Lewis Parker
Virginia Wineries Association
Mr. P. Shepherd Rouse, III
Rockbridge Vineyard
Mr. Tim Gorman
Cardinal Point Vineyard
Mr. Doug Flemer
Ingleside Vineyards
The Honorable Albert Pollard
Virginia House of Delegates
The Honorable Bill Mims
Senate of Virginia
Ms. Jeanette Smith
VineSmith, Inc. Vineyards Services
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Mr. Vernon Danielson, Chairman
Virginia ABC Commission
Ms. Donna Pugh Johnson
Virginia Agribusiness Council
Mr. Robert Archer
Blue Ridge Beverage Co., Inc.
Mr. Tony Champ
White Hall Vineyard
Ms. Ann Heidig
Lake Anna Winery
Ms. Emma Randel
Shenandoah Vineyards, Inc.
The Honorable David Albo
Virginia House of Delegates
The Honorable Creigh Deeds
Senate of Virginia
Mr. David Morrisette
Chateau Morrisette
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Ex Officio Members
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J. Carlton Courter, III, Commissioner
Virginia Department of Agriculture
and Consumer Services
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Ms. Alisa Bailey, President
Virginia Tourism Corporation
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Staff Members
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Mr. William P. Dickinson, Jr.
Virginia Department of Agriculture and Consumer Services
Mr. William P. Scruggs
Virginia Department of Agriculture and Consumer Services
Mr. Neal J. Barber
Virginia Economic Development Partnership
Mr. Tony Banks
Virginia Farm Bureau
Ms. Elizabeth Harvard
McIntire School of Commerce
University of Virginia
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Mr. T. Robins Buck
Virginia Department of Agriculture and Consumer Services
Ms. Martha W. Steger
Virginia Tourism Corporation
Ms. Anna Mackley Cobb
Virginia Department of Business Assistance
Dr. George Overstreet
McIntire School of Commerce
University of Virginia
Dr. Gerald L. Jubb, Jr.
College of Agriculture and Life Sciences
Virginia Tech
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