• 269: From Surplus to Strategy: Managing the Grape Market’s Challenges

  • Apr 17 2025
  • Duración: 40 m
  • Podcast

269: From Surplus to Strategy: Managing the Grape Market’s Challenges

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  • Amid news of oversupply and decreased demand, the wine industry has an opportunity to adapt to the changing market. Audra Cooper, Director of Grape Brokerage, and Eddie Urman, Central Coast Grape Broker at Turrentine Brokerage, discuss key grape and wine industry trends, from oversupply and vineyard removals to the growing necessity of sustainable certification. They explore regional dynamics, bulk wine market shifts, and future trends, emphasizing innovation, industry collaboration, and better marketing to stay competitive. Resources: REGISTER: 4/5/25 Fungicide Spraying: Evolving Strategies & Grower Insights Tailgate 258: 5 Ways Certification Makes Brands the SIP | Marketing Tip Monday 259: Winegrape Market Trends of 2024 265: How to Stand Out on Social Media in 2025 268: How to Tackle Leadership Transitions SuccessfullyTurrentine BrokerageTurrentine Brokerage - Newsletter Vineyard Team Programs: Juan Nevarez Memorial Scholarship - Donate SIP Certified – Show your care for the people and planet Sustainable Ag Expo – The premiere winegrowing event of the year Vineyard Team – Become a Member Get More Subscribe wherever you listen so you never miss an episode on the latest science and research with the Sustainable Winegrowing Podcast. Since 1994, Vineyard Team has been your resource for workshops and field demonstrations, research, and events dedicated to the stewardship of our natural resources. Learn more at www.vineyardteam.org. Transcript [00:00:00] Beth Vukmanic: Amid news of oversupply and decreased demand, the wine industry has an opportunity to adapt to the changing market. [00:00:11] Welcome to Sustainable Wine, growing with the Vineyard team, where we bring you the latest in science and research for the wine industry. I'm Beth Vukmanic executive director. [00:00:22] In today's podcast, Craig McMillan, critical resource Manager at Niner Wine Estates. With Longtime SIP Certified Vineyard, and the first ever SIP certified winery speaks with Audra Cooper, director of Grape Brokerage and Eddie Urman, central Coast Grape Broker At Turrentine Brokerage, [00:00:41] they discuss key grape and wine industry trends from oversupply to vineyard removals to the growing necessity of sustainable certification. They explore regional dynamics, bulk wine market shifts and future trends. Emphasizing innovation, industry collaboration, and better marketing to stay competitive. [00:01:01] If you love infield education and are on California Central Coast on April 25th, 2025, please join us at the fungicide spring tailgate hosted at Cal Poly. In San Luis Obispo, California, Dr. Shunping Ding will share updated results from a 2024 study on fungicide programs using bio fungicides and their impact on grape yield and berry chemistry. Then we'll visit the Cal Poly Vineyard to explore new powdered mildew management technologies and discuss fungicide spraying programs. With farmers from throughout the central coast to register, go to vineyard team.org/events or look for the link in the show notes. [00:01:44] Craig Macmillan: Our guests today are Audra Cooper. She's Director of Grape Brokerage with Turrentine Brokerage. And also, Eddie Urman, who's Central Coast Grape Broker with Turrentine Brokerage as well. And thanks for coming back. This is part two of a, of a, of an episode here. So, I really appreciate you folks making time to come back. [00:02:00] Audra Cooper: Thank you for having us back. We're excited to join you once again. [00:02:04] Eddie Urman: Yeah, thanks for having us. [00:02:05] Craig Macmillan: So Audra, let's start with you. In our last conversation . [00:02:17] And that was kind of where we left it that then started a conversation amongst the three of us afterward. We were like, okay, there's a lot more to talk about here. So let's do it. [00:02:24] Can you give some examples of what you mean by getting ahead of changes? [00:02:30] Audra Cooper: I think it's a sound business strategy to always try and stay ahead of the curve regardless of what component of business or what industry you're in, right? It's just a, a good strategy to have and a good philosophy to have. It's really important in this industry to continue to stay relevant and in order to stay relevant, you have to stay within the trend or ahead of the trend. [00:02:51] Being behind the eight ball is, never a good thing . You need to be ahead of the curve. A good example of that is sustainable certification. And we still have these discussions on the daily and Eddie, you can talk to this too about how often we have to talk about if you're not sustainably certified, you are cutting your buyer pool, probably roughly in half, as I mentioned in the previous podcast, and you're limiting yourself. [00:03:18] And the majority of the practices, most growers are probably already doing, and they're just not going through the certification process and getting that done. And if you look back a little over a decade ago, it was ...
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