Business View Magazine - Sept 2023

70 BUSINESS VIEW MAGAZINE VOLUME 10, ISSUE 9 Fostering Growth: CAWG’s Commitment to Education and Industry Evolution “Education and information sharing is another big part of our association,” asserts Collins, emphasizing the pivotal role of continuous learning in the winegrape industry. “A lot of it is updating our growers on new regulations that come into play, whether it’s something that affects their workforce or anything from labor to HR practices.” CAWG’s approach to education is multifaceted. It hosts regional meetings, allowing for face- to-face interactions and updates. Given its statewide reach, webinars have proven to be a particularly effective medium. “We can provide webinars, guest speakers from all over the world, and then record those webinars to create a library of resources,” Collins elaborates. However, the crown jewel of CAWG’s educational endeavors is the Unified Wine and Grape Symposium. “CAWG co-owns and operates the symposium, which takes place every January in Sacramento,” Collins shares. In 2024, this monumental event will celebrate its 30th anniversary. The event draws in over 10,000 wine industry professionals across three days. “We have over 25 educational breakout sessions with more than 90 speakers from diverse backgrounds all over the world,” Collins details. These sessions delve into viticulture, technology, industry trends, market strategies, and a plethora of other relevant topics. Beyond the educational component, the symposium also boasts a trade show featuring over eight hundred exhibitors, showcasing the latest innovations and services for the industry. Collins reflects on the sheer scale of the event, “It speaks to the magnitude of the wine grape, and wine industry.. It is a true all-encompassing show that includes people and products from the vineyard all the way to distribution, and everything in between.” Navigating the Wine Industry: Trends, Challenges, and Sustainable Solutions In the ever-evolving landscape of the wine industry, understanding and adapting to trends is crucial. “This year, many of our grape growers are having a hard time securing contracts with wineries to sell their fruit,” Collins reveals, highlighting the challenges faced by winegrape growers in a saturated market. “Wine sales have been a bit sluggish over the last few years. There are so many wines in the marketplace that consumers are overwhelmed with choices.” This tight market, combined with changing consumer preferences, has created a sense of uncertainty. Addressing the pressing need for sustainable practices, Collins shares CAWG’s proactive approach. “In 2003, CAWG, in collaboration with the Wine Institute, created the California Sustainable Winegrowing Alliance (CSWA),” she explains. This separate entity is laser-focused on the sustainability of the winegrape and wine industry. “CSWA emphasizes the three E’s: environmental stewardship, social equity, and economic viability.” The alliance offers a certification program for sustainable wine grape growers and wineries, providing a comprehensive