Welcome to
The New Grape Growers
Workshop for Maryland
and the Mid-Atlantic
Joseph A. Fiola, Ph.D.
Specialist in Viticulture and Small Fruit
New Growers Workshop Speakers
Shannon Dill
Extension Educator - UME - Talbot County
David Myers
Extension Educator - UME – PG/AA County
Ben Beale
Extension Educator - UME - St. Mary's County
Sudeep Mathew
Extension Educator - UME - Dorchester County
New Grower Workshop
Notebook
• Program
• Hardcopy of Point Presentations
• “Timely Viticulture” (email topical) Examples
• Program Evaluation
Supplemental Materials
• “Wine Grape Production Guide for Eastern North America”
• $70 ($95 direct from NREAS)
• Grape IPM Scouting Handbook - $23
• Beneficial Insect Handbook - $15
• MGGA Pamphlet and Membership form
• MWA Booklet
New Grower Workshop Objectives
• Replace romanticism with objective reality!
• Control irrational exuberance; substitute with a intensive,
measured, thoughtful, information-based approach
• Give a sense of the economic and time demands of
vineyard ownership
• Provide a very superficial but thorough overview of what
is involved with starting a winegrape vineyard
• Alert you to some of the hazards of developing a
vineyard
• Offer additional resources that can help you to succeed
Adopted from Mark Chien, Wine Grape Agent PSU
Grape Market Overview
Overview of
the Local, US,
and Global
Wine Market
Joseph A. Fiola, Ph.D.
Specialist in Viticulture and Small Fruit
Grape Market Overview
U.S. VS. The World
(2010)
• 3rd in world in grape Production (9.9%)
• after Italy, Spain
• 6th in world in vineyard acreage (5.2%)
• 4th in world in wine Production (10.6%) (up 5.6%)
– after Italy, France, Spain
– US production = 677,490,000 g
• 7th in world in exports
• 1st in World in Wine Consumption (12.5%) (up 5%)
– ranks 60th per capita! (9.42 liters/person/year - up 5%)
– 30% of wine sold in US is imported
Grape Market Overview
U.S. Wine Industry
•
•
•
•
Over 5,000 bonded wineries across the U.S.
Wineries in every US state.
California = 90% of US production.
Consumption Trends/Factors
– Boomers?
– Gen X/Y/Z?
– Wine health benefits
Grape Market Overview
Wine Sales in the U.S.
700
Million Gallons
600
500
400
300
200
19
75
19
77
19
79
19
81
19
83
19
85
19
87
19
89
19
91
19
93
19
95
19
97
19
99
100
Volume of U.S. and foreign wines entering U.S. distribution
Source: Wine Institute
Grape Market Overview
Acreage of Grapes (1990-2009)
1990
CA
NY
NC
PA
VA
MD
33,000
600
10,000
1995
33,000
520
11,800
1,273
220
Source: AVA from BATF data
2000
2009
458,000 786,000
31,500 37,000
600
1,800
12,800 13,600
2,800
520
Grape Market Overview
Number of Wineries (75-2010)
Wineries
MD
DE
NJ
NC
NY
OH
PA
VA
WV
Total US
1975
4
4
15
1
43
32
14
579
1985
15
1
18
5
100
49
52
34
6
1,367
(Alcohol and Tobacco Tax and Trade Bureau)
Source: AVA from BATF data
1995
12
1
21
12
125
47
52
46
10
1,817
2010
49
2
54
116
308
149
159
210
22
6,672
Grape Market Overview
Production by State (2000 vs. 2009)
1999-2000 Gal 2008-2009 Gal
California
509,000,000
566,728,720
Washington
12,000,000
25,047,345
New York
30,000,000
28,554,290
Virginia
800,000
1,164,720
Pennsylvania
565,000
862,298
65,000
304,767
Maryland
Source: AVA from BATF data
Grape Market Overview
Current Stats 2013 – Vineyards
• 211 Vineyards
– 28 Commercial (not including
wineries)
• In 23 Counties
• 770 acres of grapes grown
• 800 tons sold to MD wineries in
2012
Grape Market Overview
Current Stats – Wineries
• 61 Licensed Wineries
– Boordy – 1945
• In 18 Counties
Grape Market Overview
Current Stats – MD Wineries
• MD wineries sold over 345,599 gallons (2011)
– 1,744,275 bottles
– 11.6% increase over 2010
•
•
•
•
Annual sales of MD wine est. at $24 million.
MD wineries produce over 420 different wines.
MD wine is sold at more than 800 retailers
MD wine is sold at over 300 restaurants.
Grape Market Overview
Current Stats – MD Wineries
Year Gallons Sold
2011 345,599
2010 309,666
2009 278,117
2008 270,280
2007 228,657
2006 191,859
2005 161,782
2004 139,076
2003 112,837
2002 99,701
2001 86,954
Bottles (apx) Sales/Ave
1,744,275
$24,419,849
1,562,917
$21,880,841
1,403,686
$19,651,605
1,364,133
$19,097,859
1,154,056
$16,156,787
968,333
$13,556,659
816,533
$11,431,464
701,931
$9,827,039
569,500
$7,973,005
503,202
$7,044,822
438,866
$6,144,125
%Change
11.6%
11.3%
2.9%
18.2%
19.2%
18.6%
16.3%
23.3%
13.2%
14.7%
2.2%
Grape Market Overview
Current Stats – Wineries
Grape Market Overview
More Grapes Needed
• For every 1 ton
grown, MD wineries
import 1.4 tons from
other states’
vineyards.
Grape Market Overview
Governor’s Commission on Wine
and Grape Growing
Maryland Wine:
The Next Vintage
A Report by the Maryland Wine and Grape Advisory Committee
to Maryland Secretary of Agriculture Lewis R. Riley
and Maryland Governor Robert L Ehrlich.
Grape Market Overview
Educational and Incentive Grant Program Sponsors
• Vineyard and Winery Educational Programs
• UM Plant Pathologist
• Suitability mapping
• Southern Maryland Vine Matching Funds
• Cooperative Winery – Southern MD
• Statewide Maryland Vine Matching Funds
• Labor for Research Vineyards
• Ask for MD Wine Marketing
• Vineyard Survey
• Website improvement
• Frederick County Wine Trail
• Ambassadors of Maryland Wine
• MARBIDCO Loan Program
• Vineyard Management Companies
Grape Market Overview
Maryland Wineries Association Promotion
Grape Market Overview
“To Winery
or not to Winery…
that is the
question.”
Source: 16th century British vineyard owner?
Grape Market Overview
“Rough” Economics
Independent Vineyard
Harvest = 4T
Gross profit 4T @ $1500/T
$6,000
Winery
Harvest = 4T = 3000 bottles
Gross profit 4T @ $15.00/bottle $45,000
Grape Market Overview
An Important Decision
• Viticulture vs. Marketing/sales
• In both cases:
– Quality, quality, quality!
– Never stop learning!
Grape Market Overview
“Landmark” Series
“Just for Fun”
Wine
Marketing:
Top Quality
Inside and Out!
“Icons of Maryland”
Boordy
Vineyards
Grape Market Overview
Wine
Marketing:
Know your
clientele
Grape Market Overview
Wineries: Your customers, friends, and antagonists
• Quality, quality, quality
• The current grape price and wine quality relationship
• It all starts with bottle price: the trickle down from retail
effect
• Get to know your wine makers and winery owners
• Cultivate a strong working relationship
• Find wineries that share your philosophy and quality goals
• Figure out how to make the relationship work both quality
and financial
• Communicate, often!
• Taste grapes and wines together, understand each others
products and production methods.
• Utilize grape contracts and work hard to develop long term
relationships – personal and business
• Start doing all of these things right away
(Mark Chien)
Joseph A. Fiola, Ph.D.
Specialist in Viticulture and Small Fruit
Western MD Research & Education Center
18330 Keedysville Road
Keedysville, MD 21756-1104
301-432-2767 ext. 344; Fax 301-432-4089
jfiola@umd.edu
www.grapesandfruit.umd.edu