Ten Ways Wineries Can Evolve From Selling Bottles to Creating Experiences That Resonate With a New Generation. If I told you a winery just opened with no vineyard, no winemaker on staff, and no interest in talking about terroir… would you visit? What if I told you it had a silent disco in the barrel room, a drag brunch series, and a 3-month waitlist for a zero-proof pairing menu? Those wineries exist. And they’re thriving. Because for a new generation of visitors, the wine isn’t the reason—it’s the reward. It’s not about what you pour anymore. It’s about how you make people feel. And we used to excel at this. But then we woke up one day… and it wasn’t working like it used to. The same offers stopped converting. The same messages started falling flat. The same visitors didn’t come back. And it’s not because we got worse at what we do. It’s because the customer changed. What they want. How they behave. Where t

Make sure your staff knows their college and trade school-bound students are eligible to apply for the Juan Nevarez Memorial Scholarship. This community-funded program helps college students achieve their dreams. Applicant or applicant’s parent/guardian must be employed or contracted by the California vineyard and winery industry. Easily share how to apply by posting the flyer and including the paycheck inserts (English and Spanish) next payroll.  Applications are accepted from February 2 through March 31. Meet Juan The program is named in honor of Juan Nevarez, a beloved member of the Central Coast winegrape industry, whose kindness, expertise, and passion shaped many local vineyards. Nevarez spent a lifetime working every job he could gathering knowledge that eventually enabled him to start his own vineyard management company, Nevarez Farm Labor, and own his own eighty-acre vineyard. Although Juan struggled to read and write himself, he dreamed of higher ed

Napa, CA (January 6, 2026) – Dickenson Peatman & Fogarty (DP&F) is pleased to announce that attorney Tracy Genesen, former Vice President and General Counsel for Wine Institute, has joined the firm’s Alcohol Beverage Law and Compliance (ABLC) practice group. Tracy is internationally recognized for her legal work in the alcohol beverage industry. At DP&F she will continue providing incisive, strategic counsel to help business owners and operators successfully navigate the challenges inherent to highly regulated industries, including those for wine, spirits, and ready-to-drink beverages (RTDs). “We are thrilled to have Tracy join our team and further expand our deep bench of attorneys with expertise in the alcohol beverage space,” said DP&F managing partner John Trinidad. “She has been at the forefront on the key legal and policy issues – both domestic and international – that alcohol beverage businesses face: advertising a

Garton Tractor Tulare was proud to host COS’s top high school technicians for Career Day. It’s inspiring to see the next generation of skilled trade professionals learning more about career opportunities in the equipment industry. Thank you to everyone who participated and made the day a success!

Make sure your staff knows their college and trade school-bound students are eligible to apply for the Juan Nevarez Memorial Scholarship. This community-funded program helps college students achieve their dreams. Applicant or applicant’s parent/guardian must be employed or contracted by the California vineyard and winery industry. Easily share how to apply by posting the flyer and including the paycheck inserts (English and Spanish) next payroll. Applications are accepted from February 3 through March 31. Meet Juan The program is named in honor of Juan Nevarez, a beloved member of the Central Coast winegrape industry, whose kindness, expertise, and passion shaped many local vineyards. Nevarez spent a lifetime working every job he could gathering knowledge that eventually enabled him to start his own vineyard management company, Nevarez Farm Labor, and own his own eighty-acre vineyard. Although Juan struggled to read and write himself, he dreamed of higher education for

Sonoma County Winegrowers Focus on Creating Experiences to Engage New and Existing Wine Lovers SANTA ROSA, Calif. (January 17, 2025) – For over a decade, Sonoma County Winegrowers has been at the forefront of innovation, forging powerful partnerships with iconic brands like John Deere, Ford Pro, Wilbur Ellis, Landry’s, and the San Francisco Giants. As unveiled at this week’s annual Dollars & $ense meeting, held virtually, 2025 marks a year dedicated to “Renewing, Building, and Growing” these renowned programs, expanding their reach, amplifying the Sonoma County story, and setting new benchmarks in excellence. As Karissa Kruse, president and chief executive officer of Sonoma County Winegrowers, started her presentation with a review of the past twelve years since she joined the organization, it was clear that the results in building the brand’s visibility over the years has been successful. From being world leaders in sustainability, to sports ma

Vineyard Team's Juan Nevarez Memorial Scholarship Helping Children of Wine Industry Workers Higher education is important to many students but paying for college can be challenging. The Juan Nevarez Memorial Scholarship makes higher education investments in the children of California's vineyard and winery workers. The majority of awardees are the first in their family to attend college. First-generation students have more barriers when it comes to attaining higher education – they cannot ask their parents how to navigate the system, budgets are often tight, and they can feel guilty for leaving their families. This funding helps students and their families achieve their dream of becoming a college graduate and pursuing a professional career. More Than a Scholarship Because our goal is college success, the program includes multi-year scholarships to trade, two-, or four-year schools. We also provide a dedicated mentor to support the students throughout their collegi

With the peak season of OND right around the corner, now is a great time to assess your sales team's skills before the final push of the selling year.  Of course, if your sales strategy isn’t already in place by Labor Day, your OND will likely fall short of your goals. But it’s not too late to take an assessment! The need to do more with less has never been more essential, and the waning days of summer provide an opportunity to assess your sales team’s skills.  Most adult beverage companies devote significant time and effort to ensuring the sales team’s product knowledge is as sharp as possible. But many stop there. They devote little, if any, of their training budgets to “technology for sales.” With this in mind, we would like to provide you with a list of the five tech skills every sales professional should have.  1) Sales pipeline management In the modern selling era, there are two primary pathways salespeople take. T

The Power of a Mentor Did you know that 33% of first-generation students leave college within three years of starting (Education Advisory Board)? While there are many contributing factors, the main reasons first-generation students leave are: Financial burdens. Lack of support. Inequitable access to resources. Because of your past generosity, the Juan Nevarez Memorial Scholarship has expanded to address each of those factors. Each recipient receives: Multi-year scholarships to trade, two-, or four-year schools. A graduation bonus. Personalized guidance from our dedicated Scholarship Mentor. Knowing that financial constraints are not the only barrier, this program has expanded to make a unique investment in a dedicated Scholarship Mentor who is a resource to the students throughout their collegiate career. Multi-year recipient Lizbeth says, "Being a first-generation college student is a true honor, but it comes with many obstacles and sacrifices." Regular check-ins with

Embracing Change Juan Nevarez Memorial Scholarship recipient, Lizbeth, had a meticulously laid out her plan to become a nurse. After years of studying and testing, she completed her pre-nursing at Cuesta Community College and was ready to transfer to a nursing program to complete her credentials. Everything was going as she planned until she was waitlisted in the heavily impacted healthcare educational system. Recovering from her disappointment, Lizbeth took a step back to evaluate her next steps. She knew that while starting a nursing program was on pause, her path to achieving her dreams didn’t have to be. Lizbeth is implementing a multi-tiered plan of action. While she waits for her acceptance into the program, she continues college part-time and works as a phlebotomist technician. She strengthened her admission resume with the help of her pre-health advisor at Cuesta and her Scholarship Mentor, Alex. As a backup plan to her school of choice, she has submitted an application