Cane Vanderhoof of
Miramonte Winery was among 20 "new
generation" vintners and growers brought together by The California Association
of Winegrape Growers and the Wine Institute at Point Lodge in Sausalito on Nov.
17. to share their perspectives on California wine trends. Vanderhoof
participated in a session on "Hip and Trendy Marketing," which highlighted the new
marketing tools involving social media, blogs, content rich web sites, video,
radio, and live events to spread the word about wines to both existing
customers and those new to wines. Vanderhoof uses various media to not only
inform his readers about his wines, but also the trials and tribulations of
farming and business in California through active social media such as Facebook
and Twitter, blogs, and turning their winery into a destination for local
customers with music events and more. "The next generation of the California
wine community is building on our great growing and winemaking traditions,
combining it with their own perspective and talents," said Karen Ross,
president of the California Association of Winegrape Growers. "It is fun and
exciting to see so many dynamic younger people taking the reins. With their
enthusiasm and new ideas, California growers and vintners will continue to set
trends and be a global influence for generations to come."
