Wine Industry Financial Symposium to examine social media risks

Napa Valley Register

September 3, 2015

Some of the most confusing risks that wineries need to avoid in the age of social media include costly mistakes that winery employees might innocently make, either in tasting rooms or on social media platforms that could result in serious tied-house infractions.

Representatives from the private sector as well as the California Department of Alcoholic Beverage Control will help to demystify these issues at the 24th annual Wine Industry Financial Symposium, with a theme of “The Wine Business With New Rules,” set for Monday, Sept. 21, and Tuesday, Sept. 22, in Napa.

“The relatively new and rapidly changing platform of social media has created both opportunities and risks for wineries,” said Lori Ajax, chief deputy director of California Department of Alcoholic Beverage Control. “While the consumer audience can be immediate, it is also quite easy to violate tied-house laws and fall from compliance with a click. While the wineries are learning, we at the Alcoholic Beverage Control are learning, too.”

Jerry Jolly, a senior consultant at Pillsbury, added, “Social media has become an important and valuable marketing tool for wineries and retailers in California. Our panel will discuss how to take advantage of social media and comply with ABC trade practice regulations.”

In addition to issues like crime and tied-house laws, the symposium, titled “The Wine Game – With New Rules,” will feature insights into domestic and global points of view from Ted Baseler, president and CEO, Ste. Michelle Wine Estates; Ian Harris, chief executive, Wine and Spirits Education Trust; Dr. Damien Wilson, Hamel Chairman of Wine Business, Sonoma State University; and dozens of other speakers. The complete program is available at bit.ly/1hP5BGT

The program, as well as registration, is available at WineSymposium.com.