Pinotblogger: the Capozzi Winery blog

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Brand Establishment - OIV Day 6

Sustainable differentiation. That was the buzzword of the day and an important component of Tom Shelton’s talk on branding and identifying market niches. In short Tom, the President and CEO of Joseph Phelps Vineyards, argued that only sustainable points of differentiation (things that make your wine or story sustainably unique) will allow a brand to [...]

Playing Hooky - OIV Day 5

Today the class is going out to Lodi to tour the Mondavi Woodbridge production facility and a couple other smaller (and it’s not hard to be smaller than Mondavi Woodbridge) wineries. Instead of joining them I’ve decided to play hooky, catch up on things and stay with the wife.
One of the benefits of going to [...]

Good Advice - OIV Day 4

Today my favorite talk was given by Prof. Jim Lapsley, the director of the OIV program. In his presentation on “State Regulatory Barriers and the Implication for Marketing,” Jim covered

Why the US is a confusing system
Understanding and working through the 3 tier system

Goals and Alternative Strategies such as using Multiple Importers/Distributors, using brokers, and direct [...]

Starting a Winery - OIV Day 3

Man, I’m tired. What with the long drives to and from Davis and the evening childbirth classes, I’m getting great at operating at less than optimum. Baby lifestyle practice I guess.
Tonight I’m just going to focus on the first presenter of the day, Matt Franklin, a partner at O’Dowd, Franklin, and Rabanal. A lot of [...]

UPDATED American Market for Wine - OIV Day 2

Overall another good day, reinforcing the initial talk given by Vic on Monday. Today was really a hodgepodge of stats and opinions focusing on the US market, and there was quite a bit of overlap in the presentations. There were a few pretty cool data tidbits from each presenter, and I’ve noted them below after [...]