Agribusiness Commons^™

Drinking Wine And Saving Ancient Steep Vineyards: Interview With Winemaker Martin Müllen (Mosel), Anke Klitzing

Articles

I spoke with winemaker Martin Müllen about the challenges and rewards of cultivating and maintaining the ancient steep vineyards along the Mosel river, which yield amazingly complex Riesling wines and have been renowned for centuries.

The Wine Stone Inn, Kendall N. Doud

Agricultural Education and Communication

The Wine Stone Inn is a new 12-room boutique hotel currently being built in Old Town Orcutt, California. The hotel is seeking a grand opening that will attract vintner business, agribusiness, and agricultural vendors for the hotel, and help promote local wineries and breweries in the Santa Maria Valley. Orcutt is a growing township, which is becoming very attractive to visitors because of the walking distance to restaurants, local pubs, wine venues, and other businesses that project growth in the future. Agribusiness makes up a small percentage of the corporate market and agritourism is a growing segment in this area. …

The Use Of Grape By-Products As A Nutrient Rich Cattle Feed, Zachary Christman

Department of Agronomy and Horticulture: Dissertations, Theses, and Student Research

In this article you will learn about how to use the grape stems, skins and pulp that are generated by the wine industry. Ruminant animals such as cattle can digest this inexpensive yet nutrient rich material. The complete process from wine press to cattle feed is covered in this article. The historical background of using grape by-products and methods to preserve this food source is also presented.

Malene Wines: The Beginning Of A Brand, Tyler Menane

Agricultural Education and Communication

Malene Wines is the most recently developing brand under the Crimson Wine Group. Currently, the brand is being produced and managed under Chamisal Vineyards. Malene Wines started off with one brand of rosé wine, that has only been available for purchase in the Chamisal tasting room or wholesale. This has caused confusion for the consumer in differentiating the two brands. To help begin the separation of the two brands, Malene Wines has recently received a modified Airstream trailer to serve as a mobile tasting room.

Whereas Chamisal Vineyards is a brand focused on Chardonnay and Pinot Noir with small production …

Establishing A Brand: How To Create A Household Name For A Wine Brand Through Social Media And Image, Megan Rodrigues

Journalism

This paper was conducted as a Senior Project for the Journalism Department at California Polytechnic State University in San Luis Obispo, California during a 10 week quarter. This paper explores the topic of wine branding through social media and image. The research for this paper consisted of interviews with three experts that are currently working in the wine industry as well as a literature review of several articles and books that support the topic. The questions that arose about wine branding, brand recognition, social media, wine label and image during the literature review were then asked to the three experts: …

In The Race To Reach New Wine Drinkers Old World Taste Is Losing Out, Lillian Knoepp

Capstones

But this old world is losing its grip on the wine industry. French wine production and consumption are falling while the New World of wine is gaining ground in both areas. Experts say that new wine making techniques and higher consumption in New World markets like the United States have changed the French wine industry.

For the French, more than just their wine industry is at stake. For many, the loss of French wine is a loss of French identity.

“They can't choose between the two. Because French people - we are wine and cheese - we are everything,” said …

From Grapes To Wine To Brands To Culture: A Qualitative Study Of Kentucky Wineries And Kentucky Wine Producers, Benjamin J. Triana

Theses and Dissertations--Communication

The Kentucky wine industry has grown from six wineries in 1999 to more than sixty wineries as of 2013. However, the industry has reached a crucial point in its development as funds allotted from the Tobacco Master Settlement Agreement ended in 2014. As a result, Kentucky wine producers must navigate the demands of local, regional, national, and international wine markets without the same amount of economic support provided in the early stages of the industry’s development.

The purpose of this study was to investigate (1) how Kentucky wine producers use cultural associations to manage their brands, (2) communicate with multiple …

Law Estates Wine, Devon Pitts, Cheyenne Jepsen, Will Akkaya

Case Studies in Agribusiness

Law Estate Wine differentiates its high end wines through quality and highly personal wine tastings. Believing that word of mouth and personal experience is the best way to market high end wines, Law offers tastings only through appointments, with 4-6 people per tasting. They also submit wines to selective wine journals and competitions. This selective business model appears to be successful for this boutique (under 10,000 cases) winery.

Lone Madrone Winery And Bristols Cider, Kallo Collines, Asher Hoffman, Paul Ogden

Case Studies in Agribusiness

Neil Collins, the award winning wine maker at Tablas Creek and Lone Madrone wineries, is originally from Bristol, England, where he grew up enjoying apple ciders. This case follows his transition from the culinary to wine industry, and how he learned wine making from some the best wine makers in the Central Coast of California to become the head wine maker at an established winery and part owner of his own smaller winery. The case also explores how his cider making hobby became a commercial business, and the growth of the fledgling US cider industry.

Opolo Vineyards Sip Certification Analysis, Brett Champlin, Ashley Edwards, Megan Jonson, Sebastian Silveira

Case Studies in Agribusiness

The case explores what led Opolo Winery to become a Sustainability in Practice winery.

Opolo Vineyards Sip Certification Analysis, Brett Champlin, Ashley Edwards, Megan Jonson, Sebastian Silveira

Case Studies in Agribusiness

Opolo Vineyard decided to pursue a "Sustainability in Practice" certification for their winery operation. The process is discussed along with how Opolo plans to communicate what the certification means.

Consumer Purchase Decisions Regarding Screw Cap Wines, Lauren M. Jeter

Master's Theses

Screw cap wine closures provide many benefits in maintenance of wine quality over time, however acceptance of their use by purchasers has varied. This work first investigates how factors like age, gender, income and education affect the decision to purchase screw cap wines and to what extent these factors impact consumer decisions to bring screw cap wine to various social settings. The results of a questionnaire pooling attitudes and behaviors of wine purchasers (n=319) indicate that factors such as age, wine knowledge, income and gender influence a consumer’s decision to purchase screw cap wine. Education and income positively impact the …

Factors That Create A Positive Tasting Room Experience For The Current Millennial Generation, Lucia Annalicia Janney

Agribusiness

No abstract provided.

Gender Preferences In Wine Marketing, Cristina Lombardo

Agribusiness

When purchasing a bottle of wine, the label is the consumer’s first impression. Previous research about how different target markets react to label design and information cues have proven to have significant differences. This study was undertaken to determine how men and women view these features and cues differently. An online survey was submitted to 100 potential respondents with 69 surveys returned for analysis. Various statistical data analysis was conducted and the results are presented in this report. There was a significant difference across the genders for a label that “is colorful” and for an “organic” information cue. It is …

The Relationship Between Live Music And Enjoyment Of Wine, Janey Helene Cowan

Agribusiness

This study was performed in order to determine the relationship between enjoyment of music in a live setting and enjoyment of wine consumed while at the concert. Surveys were collected from 113 respondents throughout the summer of 2011 at San Luis Obispo’s “Concerts in the Plaza.” J. Lohr Vineyards and Wines was the wine sponsor throughout the summer concert series, which represented a wide variety of musical genres. Overall, 80% of the sample was women, 69% drank white wine, and 93% had tried J. Lohr wines before the event. With regard to wine opinion, 57% of the sample maintained the …

Influences On Wine Purchases: A Comparison Between Millennials And Prior Generations, Kelsea Nissen

Agribusiness

This study was undertaken to determine the factors that influence wine purchases for wine consumers in San Luis Obispo County. The study was performed in order to compare the influential factors between Millennials and prior generations.

This collected data was analyzed through the use of statistical tests. Frequency tests were used to determine which influential factors and demographics made up the largest percentages. Chi-squared tests were performed in order to determine if a relationship between influential factors and generations was present. The statistical tests of independent t-tests and analysis of variance (ANOVA) were performed to determine the differences between generations …

Redesigned Wine Labels And Consumer Preferences, Alison (Ali) Maddox

Agribusiness

When purchasing a bottle of wine, the first impression the consumer gets is from the wine label. In today’s competitive market, it is important that wineries understand consumer preferences and purchasing decisions when evaluating a wine bottle. This study was undertaken to determine the relationship between redesigned wine labels and consumer preferences. A survey was distributed to residents of San Luis Obispo and 194 people responded. It was found that consumers preferred the original label to the redesigned label. Respondents listed quality, good value, and varietal and the most important wine feature and unique, eye-catching, and colorful as the most …

Google+: Are Wineries Willing To Adopt?, Michelle Witherwax

Agribusiness

This study was performed in order to assess wineries’ willingness to adopt the social media platform Google+ as a way to market to consumers. More specifically, the study examined current social media use along with different types of brand personality to determine if these factors had an influence on a winery’s willingness to adopt this platform.

A survey was given to 50 wineries located in San Luis Obispo County, and this survey data was taken and analyzed using statistical tests. Frequency tests were used in order to determine which responses were most frequently answered and to determine the percentage each …

Feasibility Study For Building A Tasting Room In Napa Valley, Trevor Mitchell

Agribusiness

This study was undertaken to determine if it would be financially feasible for Altamura Winery to build and operate a wine tasting room in Napa Valley over the course of a 30 year period.

This report used a feasibility study to examine the investment of the tasting room.  The study used the cost approach of valuation to value the construction costs.  Then capital budgeting was used as a method to determine if the tasting room should be constructed.  The capital budgeting methods of this study include the use of a cash flow budget, break-even analysis, and a net present value …

Partial Budgeting Analysis Of Conventional Pump Over Versus Pulsair Cap Management System For A Large–Scale California Winery, Zachary Thomas Hicks

Agribusiness

The purpose of this project was to evaluate the financial feasibility of implementing an automated gas injection system from Pulsair as an alternative to the traditional pump over cap mixing technique that is used during the alcoholic fermentation stage of winemaking.

There were various costs involved in this project that were determined and explained through the use of the partial budgeting method. The costs that were thoroughly analyzed included equipment, labor, utility, and initial investment costs for the Pulsair system as well as the related pump over operation costs. After the two methods associated numbers were evaluated, they were then …

Good Grapes - Good Wine., Meilin Chung Curtis

Electronic Theses and Dissertations

Good grapes are required to make good wine. Quality wines start in quality vineyards. Vineyard design, installation, and operation, including site location, trellis options, vine selection, and canopy management, along with when to harvest are discussed. While winemaking is the final phase in the pursuit of the winemaker's passion, it is but a simple formula. The beginning of a good wine is in a good vineyard. This study includes a financial projection for a 10-acre vineyard as well as for starting an onsite, complementary sized winery. Even though many small-to-medium vineyards-to-wineries have started over the last decade, the reason to …

Financial Feasibility Analysis Of A Custom Harvesting Business Of Wine Grapes In Fresno County, Jacob Constance

Agribusiness

This study was undertaken to determine if it was financially feasible to start a custom harvesting business of wine grapes in Fresno County. A fully amortizing loan for $120,000 was taken out at a four percent interest rate and loan term of five years. The custom harvesting business in Fresno County was analyzed using capital budgeting techniques and forecasted financial documents. It is concluded to be profitable over an eight year span to establish and maintain a machine harvesting business based on the investment analysis that provides a net present value of $69,450.37 at a discount rate of 12 percent, …