Vintner assn. brings wine marketing tour to OKC

Journal Record, The (Oklahoma City), Apr 4, 2002 by Bill May

Finally. Oklahoma City is considered on the same level as Chicago, New York, San Francisco, Dallas and Boston.

And, to think, it was wine drinkers who put us in that level.

Because of the growing wine consumer market, the Napa Valley (California) Vintners Association is bringing its United States Market Tour to Oklahoma City.

"The association generally takes its tour to the larger cities, but because of the market in Oklahoma, we decided to bring it here," said Jeff Adams, association director. "We value the relationships we already have established here and want to improve upon them."

While on the marketing tour, the association usually displays its wares at a charity event that attracts the industry's target audience.

In Oklahoma City, that event is scheduled May 7 in the Civic Center.

At least 55 wineries in California's Napa Valley wine growing section are expected to send representatives and samples for Oklahoma City's benefit wine tasting.

"Since each winery will pour at least three or four of its wines (for the tasting), we expect there will be in the neighborhood of 150 to 200 wines to sample," Adams said.

Even though the event, which costs $69 per person, is invitation only, just about anybody with $69 can attend. Merely call Hirst Imports, 949-9751, and ask for an invitation. Once that is received, simply take it and $69 to Ticketmasters, OKC Tickets.com or the Civic Center box office to buy a ticket.

"It's important that you buy your ticket and register in advance," said Patti Colley of the Oklahoma Restaurant Association. "There will be no ticket sales or registration on-site."

The association's education foundation and the Allied Arts Council will share money raised in the event.

All the wine will be donated, while the Petroleum Club will donate hors d'oeuvres, Colley said.

More than 400 people are expected to turn out for the tasting as well as a silent wine auction.

Oklahoma City moved into the upper echelon of the Napa Valley Vintners Association because of the growing wine market here, Adams said.

"We generally go to 10 cities a year, with between 50 and 60 wineries represented," he said. "Since you have 55, this tells you how important your market is to us."

Many of those representing the wineries are owners or longtime cellar masters.

"They are spending a lot of money to travel on this tour, donating a lot of product and taking time from their work to do this," Adams said.

"That tells you how important this is to their industry."

Many of the representatives will be "people who are famous within the industry and (wine) community for their work, knowledge and leadership of the wine industry," he said.

The market visit program began in the 1980s as the California wine industry was trying to increase business and build more awareness of domestic wines.

Not only does the association show off member products to restaurateurs, bar owners, distributors and retailers, but it captures the press with special tastings. Resulting press coverage is expected to increase the awareness of the quality wines, according to information supplied by the association.

Traditionally, the benefit tasting and auction result in special social events, which causes patrons to remember the wines displayed.

Since the market tours began in the 1980s, more than $40 million has been raised for local charities, Adams said.

"We make this tour because we want to establish relationships and strengthen those that we already have," he said. "After all, the wine industry is built on relationships."

Even though Oklahoma's fledgling wine industry is no match for the Napa Valley, it's building, which is good for the entire nation, Adams said.

"When you increase awareness of one good wine, you increase the awareness of all of them," he said. "We think that the Oklahoma industry will raise that awareness to a greater level than it is now."

There are no plans for the association to meet with Oklahoma grape growers or winery owners, but individual owners could.

"As an association, we will not be involved," Adams said. "But it's possible that the representatives that will be with us would be glad to talk with Oklahoma's industry to talk about what is being done and what should be."