The word “brand” is notoriously difficult to define in marketing. If we were talking about a ranch brand—the kind seared onto livestock to signify ownership—that’s easy to understand. But in marketing, a brand is not a physical thing. It’s a symbolic construct. It’s not the label on the bottle or the winery’s logo or even the product itself. Rather, it’s the entire perception a consumer holds in their mind about your company, your wine, your people, and everything you collectively represent. A brand is a conceptual identity that differentiates you from your competitors. It can be shaped by your name, your origin story, the design of your label, the personalities involved in your winery, your tasting room experience, your packaging, your email tone, your partnerships, or even how you respond to a customer complaint. All these elements come together to form the intangible yet powerful idea of your brand. It is, quite literally, eve

Customer Privately owned winery and vineyard operation Industry Beverage – Wine Production Services Provided Mechanical installation and utility tie-ins; Structural support fabrication and installation; Piping for compressed air, cold water, and product transfer; Equipment installation and startup support; P&IDs and equipment documentation Overview TM Process & Controls, Inc. (TMPC) was contracted to provide mechanical services for the installation of a GEA CF 4000-71-35 decanter at a family-owned winery in Acampo, CA. TMPC’s scope included setting the decanter, installing associated utility piping, integrating GEA components, and fabricating both wall-mounted and floor-mounted supports. The decanter was positioned across indoor and outdoor utility areas with connections made for cold water, compressed air, and product flow. Problem The winery required a reliable installation of a high-capacity decanter system during peak operations, with precise integration i

Wine distribution in California just got a whole lot smarter. At LibDib, we’ve always believed that modern wineries deserve modern solutions. That’s why we’re excited to roll out a new Hybrid Distribution Model—built specifically for today’s wine brands that want flexibility, transparency, and full control over their path to market. This isn’t your typical one-size-fits-all distribution model. It’s à la carte distribution designed for how wineries operate now—and how they want to grow. What Is Hybrid Distribution? LibDib’s Hybrid Model blends the best of full-service distribution with the freedom to manage your own sales. That means: You control the relationships with your accounts (or bring your own rep!) LibDib handles all three-tier compliance, invoicing, payments, and reporting Access to warehousing, delivery, and merchandising only if and when you need it Live sales tracking, buyer insights, and inventory visibility v

The fear of alienating one’s customers is warranted, considering AI-suggested ad copy tends to feel like a supermarket birthday cake: the tepid intersection of everyone’s tastes, perfectly inoffensive and underwhelming, pleasant but forgettable. In Wine & Spirits especially, it’s tempting to treat AI’s role in our marketing output like a zero sum game: a choice between efficiency or meaning, novelty or tradition, quantity or quality, transaction or connection.  Fortunately—with the right approach—it’s actually not all that difficult to retain one’s soul despite dramatically improving one’s productivity in any role. While this does sound like something Chat GPT would write (looking at you, em dashes)—well, there’s nothing I can say to convince you I’m human right now, is there? On second thought, maybe it’s best to just read on. It’s Worth It. Used judiciously, AI is the great equalizer.

Get Your Cooling System Ready for the Season Ahead As spring arrives and vineyard life begins to bloom again, it’s the perfect time to wake your chiller from winter hibernation. A smooth startup now means reliable cooling when you need it most — whether you’re cold-soaking rosé lots or prepping for bottling. Below is a helpful step-by-step guide to safely and efficiently hook up and prepare your chiller for winery use this season: Spring Chiller Startup Checklist 1. Clean the Condenser Coils Spring debris like cottonwood, pollen, and leaves can restrict airflow. Use a soft brush or coil-safe cleaner to remove buildup. For heavy grime, a gentle rinse with water may help — just avoid damaging the fins. Straighten bent fins with a fin comb if needed. 2. Remove Winter Protection Take off tarps, overhangs, or insulation used for winter protection. Ensure there’s no trapped moisture, which can lead to rust or mold. 3. Inspect Power & Electrical Conne

With over 50 years of collective experience in the refrigeration industry, G&D’s Chiller expertise goes far beyond the design and implementation of cutting-edge glycol chilling systems. Many of the leading wineries, here in the USA and around the world, turn to us for innovative Glycol Chillers. G&D has paved the way when it comes to portable glycol chilling. Our sturdy and practical design allows the user to utilize the same robust chiller on a portable platform. Come to our booth 1623 to see our portable Fire & Ice we brought to the show. G&D Chillers, Inc. Unified Symposium Booth: 1623 G&D CHILLERS UNDERSTANDS THE NEEDS OF THE WINE INDUSTRY AND WINERY CHILLING IS ONE OF OUR MAIN PRODUCT APPLICATIONS. We are a dedicated provider of Standard Winery Chillers, as well as Custom Chilling Units, for Wineries throughout the world. With G&D Engineered Winery Chillers installed in over 2,900 Wineries, we have the experience and the know-how to manufacture units

Afternoon Brief: Sugarloaf Custom Winery Seeks Bankruptcy Protection as $13 Million Loan in Default

Sugarloaf Wine Co. southeast of Santa Rosa filed for Chapter 11 reorganization as loan on winery goes into foreclosure. Founder says hundreds of thousands of dollars from the winery and a separate vineyard operation went to fund a fintech startup...

Come talk to us about our new Elite 290 propane series, utilizes propane as a natural refrigerant with near zero global warming potential.  G&D Chillers takes pride in being the first in the chiller industry to introduce propane as a natural refrigerant offering. A safer, more effective, and efficient chilling technology. The Elite 290 series is designed to be future-proof, exempt from HFC phase-out programs, ensuring longevity and sustainability. Designed to propel businesses towards a better future. G&D Chillers, Inc. WIN Expo Booth: 135 We are a dedicated provider of Standard Winery Chillers, as well as Custom Chilling Units, for Wineries throughout the world. With G&D Engineered Winery Chillers installed in over 2,900 Wineries, we have the experience and the know-how to manufacture units to meet, and even exceed, the needs of the wine industry. Over the years, we have helped numerous startup Wineries build their businesses from the ground up. We have found that dis

With decades of automation expertise, Clevertech delivers fully integrated, customizable solutions to streamline production and enhance efficiency for wineries across North America. The family-owned business is one of the hallmarks of the wine industry. These are the oldest type of commercial organization. Studies have found that they are more likely to thrive, in part because they approach business from a legacy perspective. One of the reasons for this success is the inherent multi-generational focus. “The family legacy matters,” says Beth Zarnick-Duffy, who has worked with many family-owned wineries in her 30-year career and is now a sales manager for Clevertech North America (NA). “It's more personal, more about relationship building.” “I agree. It’s a big plus,” says Giorgio Zanardi, Clevertech NA’s General Manager. “Our parent company, Clevertech SPA, is a family-owned company. That means when we do business with our cu

For over three decades, G&D has paved the way when it comes to portable glycol chilling. Our sturdy and practical design allows the user to utilize the same robust chiller on a portable platform. Come to our booth 1623 to see our Fire & Ice™ portable unit. The industry standard when it comes to portable chilling and heating is G&D’s Fire & Ice™ portable heating and chilling unit. The Fire & Ice’s™ roots stem from its early days of navigating busy wineries during harvest. Its functionality continues to expand whether it’s in maintaining temperature control in a stainless-steel varnish tank or heating apple juice up to yeast pitching temps. The Fire & Ice is your solution when portability is a requirement. It comes standard with a 3 HP compressor, powder coated steel frame, 316 stainless steel skin, the ability to service 5 vessels at a time, and heavy-duty rubber casters for easy portability. Can’t stand the heat? Don&rsq