California Re-Opening: How COVID Changed our Tasting Room Model Going Forward

[Editor's Note: thanks to Director of Marketing Ian Consoli, who contributed many of the ideas we're implementing, including an early draft of this blog and its photos.]

Sometimes, it takes a crisis to spur you to change something fundamental to your business. So it was when we got the news on March 18th, 2020 that we’d have to close our tasting room for the foreseeable future. When we were allowed to reopen in June, we were challenged to think of how we could give guests (and our team) the safest possible experience while also continuing our mission to educate them and showcase the great work our vineyard and cellar teams were doing. It’s only gradually that we’ve realized that the changes we made actually produced a superior experience to the one that we had been offering before.

Pre-pandemic, we were experiencing significant growth in our tasting room. It had reached a point where on busy Saturdays and holiday weekends, we were seeing 250 people or more per day. We always did what we could to make space for everyone, hiring more staff and even setting up tables in our cellar, but it was often a challenging environment to tell the story of Tablas Creek. You might squeeze into a bar space, next to someone already mid-way through their tasting, hear snatches of the story, get served a wine that you might not know, have your pourer try to quickly give you the overview of the property and a wine, all with four other groups at the bar at different points in their tastings. Not ideal for the customer experience, nor the wine educator. Our tasting room staff prides themselves on sharing the information they have spent hours learning and translating to customers. I remember hearing from some of our best tasting room folks who would feel dejected when the end of the day arrived and they realized they hadn’t connected with one individual or group because of the crowds.

Enter May of 2020. As we started to think about what a reopening plan might look like, we knew we wanted to be outdoors, socially distanced, in control of our traffic flow, with reduced contact between the wine educator and the wine taster. A few of the key choices we made were:

  • Tastings by reservation. We didn’t know what the demand would be for wine tasting when we reopened. But we did know that we didn’t want lines or crowding. Reservations were the solution, because they allow our staff to know who is coming, and to limit the traffic to the number of seats we have. But they have a value beyond that. We can prepare for a wine club member and greet them by name when they arrive. Or we can know what wines they have enjoyed in the past, or who referred them. They have value for customers too, who know they have a table waiting for them and dedicated to them, and know that the winery will be properly staffed.
  • Outside only. At the beginning of the pandemic, it wasn’t yet well understood how Covid-19 was transmitted. But the research that we did suggested that airflow was key to reducing transmission. So we opened outside only, even though the state had OK’ed wineries to reopen inside. When the regulations caught up with the science and forced wineries (and restaurants) to be outside-only a month later, we felt like our research had been vindicated. And the fact that not a single member of our tasting room team contracted Covid through the duration of the pandemic provided validation that we were able to create a safe environment.
  • Tables, not bars. We talked at the beginning about trying to move our tasting bars outside. But we worried that people really didn’t want contact with people outside of their group. Instead, we repurposed the tables we’d set aside for picnickers as our main pouring areas. Everyone who reserved got their own table for two hours. We made sure the tables were well distanced from each other. That was for safety and comfort reasons, but we realized that it had other benefits. Each of our hosts had a maximum of three tables at a time. That allowed our wine educators to judge how much attention each group wanted. The taster benefits from this individualized experience. The wine educator benefits from the opportunity to build a relationship with the group at each table.
  • Flight tastings. In our “before” tasting room setup, a guest was given a glass when they arrived, and poured a tasting. To move on to the next wine, they had to finish or dump out the previous taste. The complexity of this process and the number of people in front of any host meant, in practical terms, that we had to have a single tasting list for everyone. We would customize it a bit, offering some extra tastes or wine club exclusives as appropriate, but it was still the same basic lineup. Flights offer tasters a new way of experiencing a collection of six wines. We served them in groups of three, and guests could compare, contrast, and hop back and forth. We poured the wines inside and then carried them out with these cool touchless wine caddies. When we came with the second flight of three, it gave us a chance to check in with the guests and tell a little more of the story, but they never had to dump anything. The whole thing felt more elegant, more intentional, and less hurried.
  • Options for everyone. When everyone is getting flights, and they have the time and space (and menu) to navigate them, it opens up the options of customization. We gave visitors a choice between our classic (mixed red and white) selection, our red wine selection, and our white wine selection. During wine club shipment times, we made flights of the recent shipment, to help make up for the fact that we weren’t able to host an in-person pickup party. These options help encourage comparison and discussion; it’s not at all unusual to have each guest at a table pick a different option so that they can try the maximum number of wines. At a place like Tablas Creek, where we make upwards of 25 wines each year, that’s great for everyone. It also gives us the chance to do fun things like component tastings. In our current white wine flight, for example, a customer can try Viognier, Marsanne, Roussanne, and our Cotes de Tablas Blanc, which is composed of those three grapes (plus Grenache Blanc). It’s a made-to-order educational seminar.

We reopened with a significantly reduced capacity. Because of the time we gave people to enjoy their tasting, and the number of seats we had, distanced, around the tables on our patio, we were able to welcome a maximum of about 120 people per day, less than half what we saw on an average pre-pandemic Saturday. We expected to see our traffic decline on Saturday and Sunday, which it did. What we didn’t expect was that guests who tried to make a reservation on a weekend day and saw it fully booked instead visited on other days. Our traffic on weekdays actually went up, and our weekly traffic was only down by about 30%, from roughly 700 guests to an average of around 500. Even more interestingly, our average weekly tasting room sales were almost identical to those of a pre-pandemic week, which means that our average sales per customer were up nearly 50%. Our wine club conversion percentages went up similarly.

Why? We’re convinced that it was because we were giving people a better experience.

Of course, there are other factors involved. The outpouring of support from our wine club members and long-time regulars was amazing and heart-warming. Just getting out to go wine tasting was a little slice of normalcy in an incredibly challenging and stressful year. But we feel confident it was more than that. For years, our average rating on Yelp and TripAdvisor hovered between 4.3 and 4.5, with about half our reviews being 5-star reviews. That’s pretty good, and puts us in the top quarter of local wineries. But it was noteworthy that a decent number of the lower reviews mentioned that the tasting room seemed busy and impersonal. Every one of these lesser reviews that we could tie to a specific date had visited on a weekend. During Covid, the percentage of our 5-star reviews rose to 83%. That’s a massive jump. We really don’t think that it was just pandemic goodwill that was leading to the higher sales and club signups. It was that we were doing a better job.

So what does all of this mean for our tasting room?

Last month, we received the OK to move back inside as the county moved to the orange (moderate risk) tier in the state’s recovery roadmap. But by that point we’d already started preparing to bring that experience we’d offered outside over the last year to our indoor guests. The challenge was that our tasting room, built ten years ago, was designed around the traditional “belly up to the bar” experience. The bars are built into the room, and located around the outside of the space that looks into our cellars. There’s a big built-in merchandise display space in the middle of the room. It wasn’t going to be as simple as just putting some tables inside. The space wouldn’t work for that. It was Tasting Room Manager John Morris who zeroed in on the option that we settled on: keep the bars, but retrofit them for seating.

John contacted the same local craftsman who custom-built our concrete bar tops ten years ago and commissioned him to update the bars with new, wider tops that provided room for guests’ knees. He ordered comfortable bar stools for the guests. Those bars were installed last week:

TR Construction Jun 2021 New Semi-Private Bar

This process adds twenty-eight seats to our offered reservations. We’ve also added a few additional tables outside. Overall our maximum seated capacity will be more like 100 than the 65 that we had before. Guests will be able to reserve a bar seat inside, or a table outside. All guests, inside or outside, will have their own dedicated space and host, and be able to choose from our selection of flight tastings. And each will give a different level of interaction; think of it like being able to choose a seat at the sushi bar vs. a seat at a table. As we’ve learned, giving people a choice in their experiences has lots of other benefits.

All that will be welcome, we think, year-round. But having an indoor space will be critical on the occasional Paso Robles days where the weather is unfriendly. Last year we had to close entirely five days because of smoke or rain, and an additional twelve days had to close early when even with fans and misters we felt that the heat made the tasting experience unpleasant or even dangerous. Each time, we had to call customers to explain and try to reschedule, or if necessary cancel their appointments. That’s always hard. Going forward, while it may still be an issue with our outside seats, we’ll at least be able to move many of the guests inside. It gives us options. Seventeen days may not seem like much, but we got lucky. There have been plenty of years where we’d have had to close dozens of times if we were outside only.

When can you expect to see this new indoor space? We’re targeting July 2nd. That should get us an inside option before the full heat of the summer is upon us. It also gives our whole team the chance to get fully vaccinated, which we felt was important before we moved back inside. You’ll be able to book the tasting of your choice directly from our visiting page.

This decision isn’t without downsides, which we recognize. It will mean that, unlike in the times pre-Covid, a visit to Tablas Creek will require some advance planning. It will mean that if you go to a neighboring tasting room and ask them for recommendations, it might not be possible to just show up at the place you want to discover and have a space waiting for you. But we’re hopeful that with our additional capacity we’ll be able to take more walk-ins, and visitors know that it’s not only us who are making this decision to keep our visits by reservations. A visit to Paso Robles Wine Country may be less spontaneous, but it will be more relaxed and much more reliable.

We are very excited about how the tasting experience at Tablas Creek has evolved. We hope you are too. We can’t wait to welcome everyone inside in July. See you all soon!

TR Construction Jun 2021 New Long Bar


Flowering 2021: So Far, So Good As the 2021 Growing Season Kicks Off

Budbreak gave us the first sign that we were looking at something of a "normal" season this year. Flowering, which began a couple of weeks ago but which has proceeded slowly, confirms that we're still tracking neither notably ahead nor behind what we'd expect, under something close to ideal conditions. Given that we're are roughly at flowering's mid-point, I thought it would be interesting to check on our main red varieties, from most advanced to least. So, starting with Grenache, the only grape on which you can see the beginnings of actual berries:

Flowering 2021 - Grenache

The Syrah is close on Grenache's heels, looking good, already showing its signature cylindrical cluster shape: 

Flowering 2021 - Syrah

The Counoise is actually a bit ahead of where I was expecting it. Often late to sprout and flower, in synch with Mourvedre, it appears a little ahead of usual this year:

Flowering 2021 - Counoise

And finally, Mourvedre, whose flower clusters are formed, but which hasn't yet started to bloom:

Flowering 2021 - Mourvedre

If you haven't seen grapevines flowering before, you can be excused for finding it underwhelming. It's not a showy process. Still, the tiny white fuzz-like flowers that appear on the clusters are the first stage of development of the berries. From this point on, if the berries are fertilized successfully, they'll grow in size and mass until veraison, at which point they stop growing but accumulate sugar and ripen the seeds within. As with all parts of the vineyard annual cycle, there are grapes that enter (and exit) flowering earlier and later, with the early grapes being Viognier, Grenache, Grenache Blanc, and Vermentino. They are followed shortly by Marsanne and Syrah, and finally, as much as a month after the early grapes, Roussanne, Counoise, and Mourvedre bring up the rear.

Flowering marks the rough quarter-pole of the growing season. There's a lot more year to come than in the rear-view mirror, but it's still a point at which you can start to make comparisons to other vintages. Doing so provides confirmation for our assessment that 2021 has so far been something very close to an "average" year, at least compared to the past decade. Some of the data points we measure are growing degree days (a rough number of hours that are warm enough for the grapevines to photosynthesize), the number of days that top 90°F, the number of days that don't get out of the 60s, and the number of frost nights. For these purposes, we measure the growing season as beginning April 1st. The first 53 days of the growing season (through yesterday) compared to the same dates in past years:

Year Degree Days Days > 90°F Days < 70°F Nights < 32°F
2011 383 0 24 4
2012 496 5 15 3
2013 615 9 12 1
2014 553 5 16 0
2015 378 0 26 0
2016 494 2 14 0
2017 517 6 17 0
2018 454 0 21 1
2019 410 0 25 0
2020 500 2 20 2
Average 2011-2020 480 2.9 19 1.1
2021 499 2 13 2

So, 2021 has been just a touch warmer than average, but with fewer days above 90 and fewer days that didn't make it out of the 60s than our ten-year average. Two frost nights, but only minimal damage and only in a couple of blocks. That's a pretty solid beginning.

During flowering, you hope for consistent, sunny weather, with only limited wind and no rain. Cold, wet, or windy weather at this stage can produce incomplete fertilization, or shatter, where a cluster has a high proportion of unfertilized berries, looking snaggle-toothed and (often dramatically) reducing yields. Some varieties, most notably Grenache, are prone to shatter, while others are less so. It has been dry but a bit breezy over the past couple of weeks. It's too early to know if this has impacted flowering, but we're cautiously optimistic.

Flowering is the second of the four viticultural markers that we use each year as markers: notable reference points that indicate where we are compared to other years. These are, in order:

  • Budbreak (typically beginning late March or early April, and lasting three weeks or so)
  • Flowering (typically beginning mid-May, lasting a month or so)
  • Veraison (typically beginning late July or early August, lasting as much as 6 weeks)
  • Harvest (typically beginning late August or early September, lasting two months or so)

You might notice that in the above list, the duration of each stage is longer than the previous one. That's because grapes start their growing cycle at different times, and also proceed at different rates. So, harvest stretches over a longer time than veraison, which takes longer than flowering, which takes longer than budbreak. Given we saw flowering begin the second week of May, we're likely to be enjoying the intoxicating scent of bloom until the sometime in mid-June.

So far, so good. Full steam ahead.

Flowering 2021


A Winery Carbon Footprint Self-Assessment: Why I Can't Give Us an "A" Despite All Our Progress

When you consider a winery's environmental footprint, what do you think of? Their vineyard certifications? Whether they're using recycled materials? How well insulated their winery building is? If so, you might be surprised to learn that the largest contributors to a winery's carbon footprint1 are the source of their energy, the weight of their bottles, the production of fertilizers and other inputs that go onto the vineyard, the transportation of the bottled wine, and the cover cropping and tillage decisions the vineyard makes.⁠

This fact was driven home to me by a series of really interesting conversations about wine and sustainability over on Twitter recently which barely touched on wineries' vineyard practices. Kathleen Willcox published a great article on liquor.com titled Why Packaging Is Wine’s New Sustainability Frontier in which she highlights what a large piece of the total environmental footprint of wine comes from its packaging. The same day, Johan Reyneke, the South African winemaker whose commitment to organic and biodynamic farming has made him an example in his homeland and around the world, shared a review by Jancis Robinson, MW which praised his Sauvignon Blanc but called him out for the dissonance of using a notably heavy bottle for a wine made with such environmental sensitivity:

Reyneke's owning of the criticism and pledge to do better produced a lot of questions from other posters wondering what the relative importance of inputs like bottles, vineyard practices, winery design, and transportation each produced. In response, Jancis shared the below graphic, taken from the California Sustainable Winegrowing Alliance's 2011 assessment of California Wine's Carbon Footprint

Carbon Footprint of CA WineThe graphic shows the huge importance of the glass bottle in a winery's overall carbon footprint, but also highlights other areas where a winery seeking to improve should look. It spurred me to go, category by category, and examine how we rate. In each case, I've estimated our own footprint compared to the "average California winery" benchmark noted in the CSWA graphic, with an explanation of how I got to my assessment. Our goal, in a perfect world, would be to get to zero, which would represent a 100% savings vs. the benchmark. It's good to have goals!

Note that these are self-assessments; we will be looking to do a third party carbon audit sometime in the next year. I'll be interested to know how my own assessments are contradicted or confirmed by the official ones. But this is at least a start. If you're interested in how I've assigned grades, I've given us an "A" if our own footprint in a particular category represents a better than 40% savings over the benchmark average. I've given us a "B" when our practices produce a savings between 15% and 40%. As it would in real life, a "C" represents an "average" performance, between a 15% savings and 15% extra footprint. A "D" represents between 15% and 40% extra footprint, while an "F" grade would be a footprint more than 40% greater than the benchmark.

In the Vineyard: Overall Grade A- (Benchmark: 34; Our use: 17; Savings: 50% vs. benchmark)

  • Bio-geochemical field emissions: B- (Benchmark: 17; our use: 13) The CSWA's footnote defines this category as "Footprint associated with greenhouse gas emissions that are a result of natural bio-geochemical processes and impacted by local climate, soil conditions, and management practices like the application of nitrogen fertilizers." As we do not apply any nitrogen fertilizers, our impact here is likely smaller than average. We know because of our Regenerative Organic Certification audit that our soils are adding carbon content to the soil. The reduction in tillage and the resulting deeper root systems and more complicated microbial systems that we have been able to accomplish in recent years thanks to our flock of sheep likely also puts our total below average. On the negative side, sheep are themselves sources of methane, which likely mitigates some of the other positive contributions they make. I will be interested to learn the balance here when we get our formal audit. Does being carbon-negative outweigh the environmental impact of the flock's methane? I am less certain of this grade than any other in this list. Are we doing "A" work? Maybe! Is it actually a "C"? I hope not!
  • Fuel production and combustion: D+ (Benchmark: 3; our use: 4) Although the sheep have allowed us to reduce tractor passes, organic farming still requires more tractor work than conventional chemical farming. We also use propane in the spring to power our frost fans, though we've been lucky that we haven't had many near-freezing spring nights in recent years. Our reduced tillage in recent years is a positive factor. But I'm guessing we're at or below average in this one category compared to the average California winery. Luckily, it's a small factor overall. 
  • Electricity consumption: A (Benchmark: 4; our use: 0) About the only use of electricity in the vineyard is to power our well pumps. Given that we irrigate minimally compared to most wineries and that more than a third of our vineyard is dry-farmed, I'm guessing our power draws are well below average. But, most importantly, we expect that the installation of our fourth bank of solar panels last month will get us to 100% solar powered. So, this (and our winery power needs) should be near zero.
  • Raw materials production: A (Benchmark: 10; our use: 0) Because we've been farming organically since our inception, our carbon footprint for the production and transport of materials like fertilizer and pesticides has always been low. What's more, we have been working to eliminate one outside input after another in recent years. Our sheep have allowed us to eliminate even the application of organic fertilizers or outside compost. Our cultivation of beneficial insect habitat has reduced our need to intervene against pests to near zero. We've even been producing our own Biodynamic preps on site. I think we've basically eliminated this category of carbon input at Tablas Creek.

In the Winery: Overall Grade A (Benchmark: 15; Our use: 2; Savings: 87% vs. benchmark)

  • Fuel production and consumption: A (Benchmark: 7; our use: 1) We've moved entirely to electric-powered forklifts in the winery, which means they're fueled by our solar array. Same with our refrigeration. Really the only fuel we're using in production now is the transport of grapes to the vineyard, and with our estate vineyards located at the winery and our purchased grapes representing only about 30% of our production, I figure that our use of fuel is 80%-90% less than the California average.
  • Electricity consumption: A (Benchmark: 7; our use: 0) The fourth bank of solar panels here, as in the vineyard, should reduce this to zero this year. I've said for a long time that if there is a natural resource that Paso Robles has in abundance, it's sun. This feels like an area in which every winery should be investing; there are good tax credits available to help with the up-front costs, and the return on the investment even without them is in the 15-year range.   
  • Other winery: C+ (Benchmark: 1; our use: 1) The CSWA footnote lists "transport of grapes from the vineyard to the winery, raw material production, refrigerant losses, and manufacturing waste treatment" in this category. We don't use much in the way of raw materials compared to the average winery (no yeasts, nutrients, etc., very few new barrels, no chemicals or additives). And our winery wastewater treatment is done using a wetland area that likely has positive carbon offsets from the water plants compared to an average winery wastewater facility. But I'm sure we have some refrigerant losses.

In our Packaging: Overall Grade B+ (Benchmark: 38; Our use: 25; Savings: 34% vs. benchmark)

  • Glass bottle: A-. (Benchmark: 29; our use: 17) I wrote a few years back about how our switch to lightweight bottles in 2009 saved more than 1.3 million pounds of glass in nine years. I'm proud of the analysis that led to that choice, and also of the aesthetics of the bottle that we chose. And bottles make an enormous difference. In the CSWA's analysis, they published a graph (below) showing that the switch to a lightweight bottle would save 10% on a winery's overall carbon footprint, all by itself. That is because glass bottles are energy-intensive to produce and add significant weight to the product, which increase transportation costs later. Our bottles are also produced in America, at a factory outside Seattle. Given how many bottles are produced either in Europe, China, or Mexico, with the added costs of transport to California, I feel good about this. I also give us a little bump in our grade for this metric because we have for the last decade been selling a significant percentage (roughly a quarter most years until 2020) of our Patelin de Tablas in reusable stainless steel kegs, which Free Flow Wines (our kegging partner) estimates results in a 96% reduction in that package's CO2 footprint. So why don't we get an "A"? Even though our bottles are quite light, there are now even lighter bottles available than our 465 gram bottle. And we don't use the bag-in-box 3 liter package (the best available package, in terms of CO2 footprint) at all. I'm investigating that more seriously, although a move to that format would come with some significant challenges... not least that we'd be a wild outlier in terms of price; even our Patelin de Tablas would be double the price of the most expensive 3L bag-in-box at our local supermarket. But still, while there is more to do, I feel good about how we score in this, the most impactful of categories.

    CO2 Impact by Bottle Weight
  • Corrugate case box: B- (Benchmark: 6; our use: 5) We do use corrugated cardboard case boxes, and haven't really dug into this as a potential source of savings. We do, however, use entirely 12-bottle case boxes, unlike many higher-end wineries. There were a few years in the late 2000s where we switched our Esprit de Tablas tier of wines into 6-bottle cases, which essentially doubles the amount of cardboard needed per bottle. We made the decision back in 2012 to go back to all 12-bottle cases, and I'm happy we did. 
  • Other packaging: C+ (Benchmark: 3; our use: 3) We don't do anything particularly unusual with other packaging. We use labels, capsules, and either corks or screwcaps. Our ratio of corks to screwcaps is probably about the industry average. At least we aren't using any synthetic corks, made from plastic in a manufacturing process. I feel like we can find some savings here with a little harder look.

Transport of Bottled Wine: Overall Grade D+ (Benchmark: 13; Our use: 16; Extra footprint: 23% of benchmark)

  • Transport of bottled wine: D+ (Benchmark: 13; our use: 16) I wish that the CSWA had broken this out in more detail. On the one hand, our lighter bottles give us savings here. On the other hand, the 65% of our production that we sell direct-to-consumer (DTC) means that a higher percentage of our wine than the industry average is shipped via UPS and FedEx. Those DTC shipments require extra cardboard in the form of sturdy pulp shippers, and are in many cases being shipped via air rather than ground. We don't feel we have a choice here given that wine is perishable and fragile, and it needs to get to our customers in good condition. But I worry about the environmental costs. We have started, for our wine club shipments, sending the wine that will go to customers east of the Rockies via truck to staging warehouses in Missouri and New York, from where they can be packed into shipping boxes and shipped ground. But that hasn't proven feasible for our daily shipping. I do give us some credit for eliminating styrofoam packaging more than fifteen years ago, but I think it's likely that any winery that sells two-thirds of their production direct is going to have an above-average carbon footprint from wine transport given that DTC sales made up just 10% of total sales of California wine pre-pandemic. 

Adding up my back-of-the-envelope assessments leads to a total footprint estimate of 60% of the baseline (18+1+25+16). Our lighter bottles and solar arrays account for most of that improvement.2 That's pretty good, but it's clear that we have additional work that we can be doing across our business. My biggest questions, which I hope that our audit will help answer, revolve around whether we can sequester enough carbon with better viticulture to offset a significant amount of what happens after the wine gets bottled. If we're going to get our carbon footprint really low, can we do that with our own property? Or have we made most of the improvements we can already, and will we need to look toward offsetting the carbon in a different way?

I don't know the answer to this yet, but I'm committed to finding out.

Final Grade: B+/A- (Benchmark: 100; Our use: 60; Savings: 40% vs. benchmark)

Footnotes:

  1. It is important to recognize that carbon footprint is just one measurement of care of the environment. Others, which I feel we do well on, include fostering of plant, animal, insect and microbial biodiversity; reduction of non-biodegradable waste; protection of habitat; and elimination of chemicals and toxins.
  2. If I were a winery starting fresh at looking at my carbon footprint, installing solar arrays and reducing the weight of my bottles would absolutely be my first avenues of attack. Both offer immediate returns on investment both environmentally and financially. 

From the Orchard to the Vineyard: Q & A with Assistant Tasting Room Manager Rumyn Purewal

By Ian Consoli

If you have been to our tasting room in the past four years, the chances you’ve met Rumyn. Rumyn (pronounced rum-in) Purewal has been with Tablas Creek since June of 2017, and at times it feels like we couldn’t run it without her. Her ability to adapt to whatever the team and the customer needs has been invaluable. Whether she’s asked to pour at the bar, spearhead a new seated flight experience, run the register, or greet guests at the check-in station, Rumyn has always been up to the task. So when an opening for the Assistant Tasting Room Manager position opened up, everyone knew she was the perfect fit. Of course, due to her humble nature, everyone knew but her.

In addition to managerial duties, she now makes the calls for the apparel and merchandising part of the tasting room. We are all excited to see how she contributes to the success of our team and your customer experience. On the heels of her promotion to Assistant Tasting Room Manager, I sat down with Rumyn to find out more about her.

Rumyn Purewal in the tasting room

Who are you?

I am Rumyn Purewal, the Assistant Tasting Room Manager at Tablas Creek.

Where did you grow up?

In Yuba City, California.

Tell us a bit about your family and growing up in Yuba City, California.

My grandpa immigrated from Punjab, India, and made enough money working the fields to purchase land. He planted a large peach orchard and worked hard to establish a successful harvesting company. Today, my dad and his brothers run the orchard and the company. I grew up there on my family’s peach farm just outside of Yuba City.

So how did you go from a peach farm to getting into wine?

I went to school at Cal Poly SLO. I studied agricultural business because it was a pretty broad major, and if I ever wanted to go home to the family farm, it would be directly applicable. I fell in love with the Central Coast and began looking for agriculture adventures in the area. I had interned a few years with Farm Credit West and decided I didn’t want to pursue accounting or finance. I also had the opportunity to study abroad in Australia and enjoyed my first experiences within a wine region, so I decided to apply to multiple wineries when I graduated. I interviewed with Tablas Creek, was intrigued by their story and how educational-based they were, and decided to accept a position in the tasting room.

What do you enjoy most about working at Tablas Creek?

I enjoy the people and my co-workers in this very family-oriented setting. I enjoy the farming practices and the opportunity to see the winery become the first in many things without wanting to be the only one, like spreading the cuttings and encouraging others to sign up for the ROC certification. We don’t hoard the knowledge; we want to make it available to everyone.

Rumyn Purewal at work

What is your ultimate goal in the wine industry?

To be determined [laughs]. I like how the wine industry has so much knowledge to absorb. From the way different vineyards farm the grapes, to vinification in the cellar, to all the varieties and regions, there’s just so much to learn. My goal is to keep absorbing that knowledge.

If a genie said you could work at a winery anywhere in the world, where would you pick?

Tablas Creek. Ah, I’m not too fond of this question. If I could go anywhere, I would go to New Zealand.

What’s the best bottle of wine you’ve ever had?

The one that stands out in my mind was a bottle I had at the tasting room of A Tribute to Grace in Los Alamos. The Hofer Vineyard Grenache was just bright, fun, and delicious.

If you were stuck on an island, what three things would you bring?

I would bring my mala (a bracelet my grandma gave me), pictures of my family, and my journal.

What do you like to do in your spare time?

I like to dance, adventure, and explore new cities and states.

For what would you like to be famous?

I don’t want to be famous. 0% of me wants to be famous!

Would you rather:

 Cake or Pie?

Neither. I want ice cream!

Breathe underwater or fly?

Fly

Drink, new world wine or old world wine?

Old world

Be a winemaker or a viticulturist?

Viticulturist

Rumyn Purewal near plants


A Report from the Red Blending Table: 2020 Isn't Just a Good Vintage... It's a Great Vintage

On Friday, after a full week of work, we finally got to sit down and taste the fifteen red wines from the 2020 vintage we'd created in a week of blending. We loved them. The Panoplie was plush, dark, and dense, a true blockbuster. The Esprit was somehow both elegant and meaty, with chocolate and spicy purple fruit. Several varietal bottlings were the best I can remember from recent years, including a deep, spicy, blackcurrant and leather-laced Mourvedre and a juicy redcurrant and cocoa powder Cinsaut that provided validation for our decision to include it in the Esprit for the first time. Even the Patelin de Tablas, normally the base of our pyramid, was dense, chewy and tangy, with blackberry fruit and plenty of structure. But I'm getting ahead of myself. 

Our blending process is one we've developed over the decades, built on how they work at Beaucastel. Of course, for the second straight year we were around the blending table without a Perrin, as Covid continues to make (particularly international) travel more difficult. But we feel great about the process we use, descended from the Perrins' own system, which takes the blending process in steps and builds consensus rather than relying on one lead voice to determine the wines' final profiles.

As usual, we started our blending week Monday morning by tasting, component by component, through what we had in the cellar. Because it's too much to ask to keep your palate fresh to taste 66 separate lots of young red wines in one day, we divided this stage up between two days. Monday saw us tackle Grenache, Counoise, Cinsaut, and Pinot Noir. Tuesday we dove into the more tannin-rich grapes: Mourvedre, Syrah, Tannat, Terret Noir, Vaccarese, and our tiny Cabernet lot. Our goal at this first stage is to identify the quality of the different lots, and get a sense of both the character and diversity present in the vintage to help give us direction in blending. Here's some of the lineup of components:

Blending bottles on patio - 2020 reds

We grade on a 1-3 scale, with 1's being our top grade (for a deep dive into how we do our blending, check out this blog by Chelsea from a few years back). We also give ourselves the liberty to give intermediate 1/2 or 2/3 grades for lots that are right on the cusp. For context, in a normal year, for every 10 lots we might see 3-4 "1" grades, 5-6 "2" grades and 1 "3" grade. This year we saw the most "1" grades and the fewest "3" grades I can remember. How I graded each variety, in the order in which we tasted them:

  • Grenache (18 lots): Grenache is often a challenge in this first tasting, as it is slow to finish fermentation and some lots are just rounding into form. Plus, we had a plentiful Grenache crop, which led to our most lots ever. But the quality was consistently good: Seven 1's from me, with four others getting 1/2 grades. Only five 2's and one 2/3. Plenty of Grenache's zesty fruit and spice. A solid number of lots that added to that the chocolatey richness and good structure we look for in our Esprit-tier lots. Plenty of good pieces to work with for all the wines, and the makings of a great varietal Grenache.
  • Counoise (6 lots): A good-but-not-great showing for Counoise. Although all six lots were juicy and lively, in the Gamay style that most of you who enjoy our varietal Counoise bottling are familiar with, there was only one lot that showed the richer, spicy, purple-fruited Counoise that we look to use in Esprit. Grades: one 1, two 1/2 grades, and three 2's.
  • Cinsaut (1 lot): Our second Cinsaut, and five barrels this year instead of last vintage's two. A lovely spicecake nose, medium-weight (though richer than the Counoise), zesty tannins, and a nice dusting of cocoa that suggested it might find a place in Esprit for the first time. I gave it a 1/2.
  • Pinot Noir (6 lots): From the small vineyard in the Templeton Gap, outside my parents' house, that my dad decided to plant to a mix of different Pinot Noir clones back in 2007. We fermented each clone separately this year, to get a sense of how they differed, but they will all be blended together. Overall a good Pinot year, although we decided to hold out a few of the new barrels that we thought were making the wine too oak-dominant. Should make for a very nice 2019 Full Circle Pinot.
  • Mourvedre (13 lots): As I mentioned in my 2020 harvest recap blog, Mourvedre yields suffered in 2020, battered by the heat spikes and the dry winter. But the quality of what we got was superb, deep and rich, leathery and meaty, with a lovely luscious texture. I gave seven lots a 1 grade, and five others intermediate 1/2 grades. Only one 2. I'm sure that's a first. The limited quantity would prove a challenge, as we use Mourvedre as the lead for so many key wines. But if such an important grape is going to be short, it was a saving grace that it was so strong, top to bottom.
  • Syrah (13 lots): Syrah at this stage is often the easiest to love, with its plush dark fruit and spice already well-formed. This year was no exception, although the variety of cooperage that we had it in did give us more variation than we saw in Mourvedre. Seven 1's, with two others to which I gave 1/2 grades. Three 2 lots, and one 2/3 that was showing some oxidation but which should be strong once it's cleaned up.
  • Vaccarese (1 lot): Even better, I thought, than our 2019 debut which anyone who follows our social media knows I really dig. Dark, herby and savory, blackberry and chalk, rose hips and leather. Medium-weight or a little above, but less plush than a grape like Syrah. Really fun, different from all the other Rhones, and plenty good enough for consideration for Esprit. I gave it a 1.
  • Terret Noir (2 lots): Terret felt more refined but also somehow less dramatic than it has the past few years. Pale, pretty, zesty and bright, with salted watermelon and sweet spice notes. Notably floral. One lot (which I gave a 2) felt on point for a varietal bottling, while the other (which I gave a 1/2) was more structured and grippy, and seemed a natural for Le Complice.
  • Tannat (3 lots): Dense, chewy, and chocolatey, yet with the acids that always surprise me in such a powerful grape. Not a lot of decisions to be made here, except for how much Tannat we want to put into En Gobelet, and how much we're willing to bottle and sell (the crop was big). But quality and personality are never concerns.
  • Cabernet (1 lot): Typically, the few rows of Cabernet in our old nursery block go into our Tannat, but we always taste it and have a few times decided we couldn't bear to blend it away. Not 2020. It was fine, dark cherry flavors but not particularly evocative of Cabernet. It will go into Tannat and be happy. 

We finished Tuesday with a round-table discussion about what we wanted to try in the blending the next few days, and decided that given the apparent strengths of all three of our main red grapes it only made sense to kick off the blending trials for Panoplie with three different blends, each one emphasizing one of the varietals, and see what we learned. For the Esprit there was a different concern. With our small Mourvedre crop, we didn't really have the option of a Mourvedre-heavy Esprit unless we wanted to drastically reduce our production. Even with a normal Mourvedre percentage, we were looking at a production level closer to 3,000 cases than the 4,000 that we normally make. So, we decided to try a blend higher in Grenache than Syrah, a blend higher in Syrah than Grenache, and a third blend where we increased them both to almost the same amount as Mourvedre. 

Wednesday morning, we reconvened to work out the two blends, starting with the Panoplie. As always, we tasted our options blind, not knowing what was in each glass. Panoplie is always overwhelmingly Mourvedre (typically 60% at least) and typically more Grenache than Syrah, because Syrah's dominance often proves to be too much for the character of the Mourvedre. But in this vintage, the Mourvedre was so luscious that we felt it was able to handle a larger-than-usual Syrah component without losing its essential Panoplie-ness, and we settled on our first try on a blend of 59% Mourvedre, 28% Syrah, and 13% Grenache. This is the most excited I've been for a Panoplie since maybe 2007.

Panoplie decided, we moved on to the Esprit. Unlike with the Panoplie, the first round saw a split around the table, with the overall favorite having our highest Grenache component, our least Syrah, and small additions of Counoise, Vaccarese, and Cinsaut. But the higher-Syrah option and the high-Syrah-high-Grenache-low-Mourvedre blend got some votes too. It took us 3 rounds before everyone came around to a consensus: 40% Mourvedre, 30% Grenache, 21% Syrah, 5% Counoise, 3% Vaccarese, and 1% Cinsaut. It's interesting to me, looking at that solution, how close it is to what we decided in 2019. That provides some support to my overall feeling that the two vintages will end up having related blockbuster characters. The one difference: this year, we get to add two new grapes to the blend. With six grapes in the 2020 Esprit de Tablas Blanc, that means that 12 of the 14 Beaucastel Chateauneuf-du-Pape grapes will have graduated into the Esprit in 2020!

Thursday, we tackled our remaining blends: the two small-production wine club blends, En Gobelet and Le Complice, and our Cotes de Tablas. Because of the scarcity of Mourvedre, we didn't have a ton of options for En Gobelet. We used all the remaining head-trained Mourvedre, Counoise, and Syrah lots and were basically deciding on the relative quantities of Grenache and Tannat. But there was clear consensus in the first round, and we ended up with a blend 37% Grenache, 25% Mourvedre, 22% Syrah, 11% Counoise, and 5% Tannat. The wine was complex, with red-to-purple fruit, still primary but with the signature elegance we see from our head-trained blocks and tons of potential.

For Le Complice, we had a bit of a different challenge than in recent years. The wine celebrates the kinship we feel Terret Noir shows with Syrah, and particularly the Syrah lots fermented with stems or whole clusters. Both grapes share a peppery spiciness, although Syrah is very dark and Terret quite pale. But this year Terret was friendlier, with less of the grippy tannin and herby stem character that we've seen each year since our first harvest back in 2013. So, it was really a question of how much lift we wanted from Terret (and Grenache) vs. how much density and plushness we wanted from Syrah. In the end, we all loved the solution with the most Syrah, more than we've ever used before. But oh, what a wine: dense and lush yet with tension and spice. Final blend: 77% Syrah, 15% Grenache, 8% Terret Noir. This had the added benefit of leaving us enough Terret to bottle as a varietal wine!

Because the En Gobelet and Le Complice don't really compete with the Cotes de Tablas for lots, we were able to knock out a third blend that day. We knew the amount of Counoise (substantial) and Mourvedre (hardly any) which we had available for Cotes, and so as usual the blending decision on this wine came down to the relative ratios of Grenache and Syrah. And, as might not be surprising given the results of our trials so far (Esprit the notable exception) we chose the highest Syrah percentage. The wine still leads with the spicy, minerally purple fruit of Grenache, but that iron and smoke backbone that Syrah brought was welcome. Our final blend was 43% Grenache, 33% Syrah, 20% Counoise, and 4% Mourvedre.

On Friday, we reconvened to taste the finalized blends alongside all the varietal wines that we ended up making. And for the second year in a row, we'll have a wide lineup. My quick notes on each of the fifteen wines we made, and their rough quantities: 

  • Terret Noir (70 cases): A spicy, high-toned floral nose like aromatic bitters and watermelon rind. The mouth is salty and tangy, with an herby sweetgrass note and spice coming out on the finish.
  • Counoise (230 cases): A nose of cran-apple, orange peel, and brambly raspberry. The mouth is simple but clean and juicy, with good acids: sour cherry and yellow plum skin. Thirst-quenching and fun.
  • Cinsaut (90 cases): A nose of chocolate-cherry and redcurrant. On the palate, melted popsicle, cola, and cocoa powder, with good dusty tannins and length.
  • Full Circle (390 cases): A very Pinot nose of bing cherry, leather, and sweet oak spice, with a little stemmy wildness lurking behind. The mouth shows nice fruit and structure, a little oak but not too much, with lingering flavors of sarsaparilla, cherry skin, and pork fat. 
  • Patelin de Tablas (2060 cases): A dark nose, dense and rich with black fruit and wood smoke. In the mouth, tangy blackberry, substantial texture, tannins rising on the finish but in good balance with acids and fruit. Because of the amount of Tannat we produced in 2020, we included a little (it should end up around 7%) in the Patelin for the first time.
  • Grenache (1230 cases): Pure and juicy (cranberry and cherry) on the nose, with some pepper spice providing depth. The mouth is juicy and mid-weight, strawberry and red cherry fruit, good acid and brightness. 
  • Cotes de Tablas (1130 cases): A nose with both darkness and lift, black cherry, soy marinade, and a savory black olive note. On the palate, both red and black fruit, deepened by licorice and chaparral notes. A creamy texture, and very long.
  • Mourvedre (140 cases): A deep spicy nose of spicy, leathery blackcurrant and meat drippings. The mouth is chewy sugarplum, more leather, and sweet baking spices. Lots of texture, tangy and long. A testament to what Mourvedre is capable of here at Tablas Creek. A pity there's not more of it, though I should be happy. At the beginning of blending I was worried there wouldn't be any at all.
  • Vaccarese (120 cases): A savory almost Nordic nose of juniper, iodine, and blackberry. In the mouth, tangy black plum, graphite and mineral, salty, structured, and long.   
  • Syrah (470 cases): A dense nose with notes of fig reduction and melted licorice, with wild herbs and pepper. On the palate, plush and long, with black raspberry fruit and a little sweet oak spice.
  • Le Complice (880 cases): A nose like wild, dark spruce forest, bacon fat, and green peppercorn. In the mouth, a beautiful balance between structure and density, with leather, cedar, black fruit and tangy green herbs. Along with Panoplie, the wine of the day, for me.
  • En Gobelet (850 cases): Very red on the nose: plums and redcurrant and dark cherry and red licorice. The mouth is structured and chewy, more restrained than the nose, still very primary but with these lovely tannins with the texture of powdered sugar. Patience.
  • Esprit de Tablas (3400 cases): A nose of spicy purple elderberry, pepper spice, roasted meats, and sagebrush. The palate was generous, with gorgeous purple fruit and Mourvedre's signature rose petal florality, deepened by flavors of meat drippings and milk chocolate. Plenty of tannin, but plenty of lift too. 
  • Panoplie (840 cases): A blockbuster nose, leather and black licorice, deep loamy earth and baker's chocolate. The mouth was more of the same, black cherry and leather and cocoa powder and chalky tannins. Long and opulent.  
  • Tannat (970 cases): A cool tanginess to the nose, candied orange peel and black cherry and minty spice. On the palate, fun and zesty, with lifted blackberry fruit, a little sweet oak spice, and Tannat's unexpected but welcome violet florality. 

A few concluding thoughts. 

First, this felt like an "easy" blending week. We didn't have any serious disagreements, or any wines that just wouldn't come together. Many of the wines were decided in the first round of tasting. Some of that comes from the vintage's scarcity (reducing our options) and strength (meaning we couldn't go too far wrong). But it's also a reflection of the fact that this was a veteran crew around the blending table, with everyone having done this at least four times before, and the core of Neil, Chelsea, Craig and me all with at least ten vintages under our belts.

Second, I came out of that blending session really excited that all these wildly different grapes and blends, each with a well-defined personality, can have come out of the same cellar. That's a testament to the diversity of the Rhone pantheon of grapes, but even more so to our winemaking team's willingness to let each grape be itself, rather than imposing a set of winemaking techniques on them all. I can't wait to start sharing these with people.   

Finally, in looking for a comparable vintage to 2020, I don't think that you have to go any farther back than 2019. Although the 2020 vintage was more challenging because of the heat spikes and fires (not to mention the pandemic) the overall harvest dates and degree days were similar. Beyond that, the distribution of the heat, with a cool first half of the summer and a hot (often very hot) second half was reminiscent. And given that 2019 is proving to be a great vintage across both reds and whites, if 2020 can come through all its tribulations and match that, this collection of wines will indeed give us a reason to want to remember the year most of us would prefer to forget.

Blending bottles on patio from above - 2020 reds


Is it possible that we just released the first varietal Vaccarese bottling... ever?

Have I said recently how much I love my work? 

Vaccarese 2019 bottle against limestone wallThis week, we got to release our 2019 Vaccarese, the first bottling of our first vintage of this obscure Rhone red grape. I dove into its history in the blog Grapes of the Rhone Valley: Vaccarese last year, so I'm not going to rehash its full history here. If you'd like to refresh yourself on it, take a moment now. OK, welcome back.

But in getting from growing the grapes to making and bottling the wine to now, finally, getting to share it with our fans I've spent a fair amount of time looking for literature on Vaccarese. It barely exists. In her seminal and comprehensive Wine Grapes, Jancis Robinson dedicates barely three-quarters of a page to it (under its synonym Brun Argenté) and in the subheading calls it a "very minor southern Rhone variety". At just 12 hectares (about 30 acres) in France as of 2012, it's scarce. Most of that, Jancis reports, is in Chusclan, a minor appellation in the Gard, where it is known as Camarèse. (Yes, this grape is old enough that despite its scarcity now and as far as we can tell forever, it goes by three different names. Welcome to the challenges of being a grape ampelographer.) In Chusclan, it is generally blended with Grenache to make rosés. But its percentage is capped at 20%. So, you're not going to find a 100% Vaccarese from Chusclan.

How about Chateauneuf-du-Pape? Very unlikely. According to Harry Karis in his 2009 Chateauneuf-du-Pape Wine Book, there were 4.1 hectares (about 10 acres) in the entire appellation, representing just over one tenth of one percent of the 3,231 hectares planted. [Editor's note April 29th: It appears there may be one! See the comment below from Robert Parker Wine Advocate contributor Joe Czerwinski, reporting on a special cuvee from Chateau des Fines Roches called "Forget Me Not". The wine's page on the producer's website lists a blend of 90% Vaccarese and 10% Grenache. That's the closest we've yet found!]

For confirmation, I checked the Wine Searcher Pro, the industry-leading wine search engine, to see if any Vaccarese bottlings were listed. A global search returned just three results, one Cotes du Rhone for sale in Switzerland and two Chateauneuf-du-Papes, one for sale in Austria and another in Massachusetts. But in all three cases Vaccarese was the fourth or fifth variety in the blend. How rare does this make Vaccarese? Compare the limited results to a grape like Picpoul, which returns 2,720 listings. Grenache Blanc, rarely found on its own, returns 1,670 listings. Even Counoise returns 185 results. 

How about historically? It seems unlikely. Although the grape comes in for praise in Pierre Galet's 1990 ampelography Cépages et Vignobles de France, it's for its blending value. He quotes a winemaker who finds it "particularly interesting for moderating the alcoholic power of Grenache in the rosés of Chusclan and the red wines of Chateauneuf-du-Pape" (my translation). And while there was more acreage in 1990, according to Galet there were still just 40 hectares (100 acres). Going back to the Viala and Vermorel's 1901-1910 Ampélographie doesn't help. They don't have an entry for Vaccarese, instead listing it and a few alternate spellings in the index as "nonspecific names given to grape varieties in the Vaucluse". Brun Argenté is dismissed equally briefly in the index: "a grape variety from the Vaucluse, poorly described ampelographically" (both translations mine again). Camarèse doesn't even get an appearance in the index. So, it's pretty clear that at least for the last century Vaccarese has never been widely planted, or been a lead grape where it was.

So, where does that leave us? Forging our own way. And based on our experiences this week, where we've released the 2019 Vaccarese to our club members and been tasting the 2020 Vaccarese around the blending table, the grape has potential. My (brief) notes on the 2020 out of barrel were "Lovely dark color. Nose herby and savory. Mouth medium-weight, blackberry and chalk, rose hips and leather. Structured." It was good enough that we're going to use a portion of it in our 2020 Esprit de Tablas, in just its second year in production. That's rare for us. For more on that story, stay tuned for next week's blog, on this week's blending. But we'll still have enough to bottle perhaps 100 cases on its own, which I think is important for such a new grape. After all, we want help from other people wrapping their heads around this grape which is so new and so rare.

If any of you have ever had a 100% Vaccarese from anywhere, or even a Vaccarese-led wine, will you please let me know? We'd love to try it as a comparison. If not, and ours if your first, please let us know what you think!      

Vaccarese in row with sign

Have I said recently how much I love my work?


Virtual Wine Club Events are Awesome, and Everyone Should do Them

By Ian Consoli

This past weekend we completed our second virtual Wine Club pickup party at Tablas Creek, and I am fully convinced that everyone should be doing them. We have connected with hundreds of wine club members across the country, without leaving the vineyard and with minimal expenditures of time or money. The positive reviews from members keep pouring in, and, honestly, we’ve had a lot of fun doing these first two. So yes, we’ll continue to do these virtual events even when we feel comfortable hosting events at our tasting room. I think the rest of the wine industry should do the same.

Virtual Wine Club Event

We invite our wine club members out to the winery for club pickup parties twice a year in normal times. We close the tasting room to the public on a Sunday and cap out at ~450 members (four different time slots, 115 per session). We offer a glass of something seasonal on arrival. Jason gives a ~15-minute update on what we’ve been working on over the last six months, and then we invite members to find a pouring station where they get to try each of the wines in their wine club shipments. A chef (usually our friend Chef Jeff Scott) prepares two bite-size dishes, one each for the red wines and the white wines, for everyone to enjoy during the tasting. The events are a lot of fun, and we enjoy getting to see so many members in a single day.

Cue the summer of 2020. We skipped the Spring 2020 pickup party due to the Coronavirus. It was all we could do in April just to unite our members with their wines, given that nearly everyone was in a new situation and we were all working from home. But by summer, Wine Club Director Nicole Getty and I decided we wanted to do something for our members in the fall. With no template or examples that we could find, we put our heads together to come up with a virtual wine club pickup party based on our in-person events. We came up with this structure:

A virtual event hosted by General Manager Jason Haas and Winemaker Neil Collins. Members could either open one or more of the bottles they’d received or order an optional tasting half-bottle kit of our Esprit de Tablas and Esprit de Tablas Blanc. Recipes developed by Chef Jeff Scott and distributed by us to members in advance of the event for them to prepare at-home and enjoy along with the tasting. We would simulcast on our Facebook Live and YouTube channel so that members who didn’t have a Facebook account could still participate. During the broadcast, Jason and Neil started with an update on Tablas Creek, then tasted through each of the six wines with guest appearances from Chef Jeff to explain his recipes and why he paired them with each of the select wines. After confirming recipes and attendance from Chef Jeff, we were ready to go.

The turnout at the event in the Fall of 2020 was shockingly good. Not because I didn’t expect it to work, but because I had been producing live shows for months and typical viewership was in the 20-50 screen range. We were at 80 screens within 2 minutes and crested the century mark for most of the broadcast. I remember watching the number of live viewers climb and climb and thinking, here we go! By the end of the event, we had reached 1300 screens. Jason, Neil, and Jeff were incredible. The content of their conversation was informative, and their personalities were on full display. We estimated the broadcast would last an hour; it lasted two and just flew by. We heard Chef Jeff talk about food like Steve Jobs introducing the first iPhone. Sitting behind the dashboard was a true pleasure, and comments from the audience echoed that sentiment.

After that first success, we knew we were on to something. We analyzed the event’s benefits and think they mostly fall into three items: access, intimacy, and convenience.

  • Access. We offer multiple opportunities throughout the year to meet our owner, winemakers, and viticulturist through onsite events like the pickup party, horizontal tastings, vertical tastings, and our annual pig roast. In addition to these onsite activities, we participate in winemaker dinners around the country to provide that same access. Virtual events allow your fans unprecedented access to whoever you choose. In our case, that meant our proprietor, our winemaker, and the chef who made the recipes specifically for the wines our members were tasting.
  • Intimacy. Jason often jokes that more people have seen his living room in the last year than in the previous two decades. Virtual events offer a face-to-face experience for members. With a chat box in front of them, members can ask your owner and winemaker whatever questions they have, and they will get a response. Wondering why vine quarantines take so long? Just ask. That question you’ve been dying to ask the winemaker about his use of native fermentation? Here’s your chance. Been wondering what kind of truffle oil to use? Don’t know what truffle oil is? Ask the chef. And know that members will remember this intimacy.
  • Convenience. Don’t forget the importance of For all our effort in participating in festivals and dinners around the country, winery events generally require your fans to travel to be where you are. Wine club events even more so. We ship to 40 states, and we have members in every one of them. Even the majority of our California members don’t make it to Paso Robles annually. And the 450+ members who attend each of our pickup parties only represent about 5% of our membership. So, how do you maintain and build your connection to the vast majority of members who don’t visit? Based on these comments, it looks like we’ve found a solution:

Where are they from_

Fast forward six months, to our recent (April 16th) Spring VINsider Virtual Pickup Party. We learned a lot from our first experience, and while most things stayed the same, we realized we wanted a better solution to get wine samples to members who didn’t want to have to open the bottles they’d received. We had the half bottles of Esprit and Esprit Blanc on hand for our fall shipment, making it a relatively easy decision to package them, but even so, having only two of the six wines available as half-bottles wasn’t ideal. Given we don’t bottle any of the wines in the spring shipment in half-bottles, that wasn’t an option anyway. But we like the solution we came up with. We partnered with Master the World, a company founded by two master sommeliers dedicated to providing blind tasting kits for somms-in-training, to make 100 sample packs of all six wines in the Spring Classic wine club shipment. These came in 187ml bottles (quarter-bottles), and we were able to make them available to members, shipping-included for $99.

With the same format, new wines, and a new sample kit, we aired on Friday, April 16th. The results were even better than for the fall event.

Virtual Pickup Party Live Results

A lot is going on here; I’ll summarize my key observations. Between Youtube (YT) and Facebook (FB), our peak live viewership was 138 screens. I emphasize screens because we likely have multiple people on each screen. At just two people per screen, that’s 276 viewers, but I believe that number is conservative. While I focus on the live viewership numbers because it shows how engaging the content is, it’s important to note that our reach was a cumulative 1851 screens, or a low-end potential of 3700 sets of eyes on the broadcast (or 7400 individual eyes)! Total Live minutes viewed on FB was 5300. That means 88 hours of view time on our FB page. Total comments were 234, total reactions (likes, laughs, and loves) were 99. That’s a lot of members taking advantage of this intimate environment!

Between total attendees and their participation in the event, it’s easy to see that people were happy to be there.

But does it sell wine? The short answer is we’re sure it does, although it’s hard to measure. We did see a surge in online and phone orders around the event. Of course, the baseline level of orders is higher now than it was before the pandemic, but still, we know that some of the people who attended and were commenting on the live event placed orders in the next few days. It’s worth remembering that the principal goal of our member events has never been sales. These are club members who are buying every six months anyway. Our main objective has always been to reinforce their connection with us through these events. And we feel sure that we were successful in this goal. It’s also worth noting that if you’re comparing it directly to an in-person event that there are many fewer direct and indirect costs of putting on a virtual party. You don’t have to close your tasting room. You don’t have to prepare or serve food. And the demands on your staff are much less.

Conclusion

We’re excited to continue to host this kind of event in the future. We’re meeting our members where they are, we’re teaching them new recipes, and we’re giving them the opportunity to interact with the proprietor, winemaker, and chef.

We face new questions come October. It seems like we will be able to host an in-person pickup party for the first time since 2019. If we do, will the virtual version still see a large attendance? Will the sales of one cannibalize the sales of the other? Will members choose to go to both? We don’t have the answers to these questions right now, but we’ve seen enough value on several levels to give it a try. It sounds like members are excited about that; here is a selection of the comments we received at the end of the broadcast:

What did they say

Best Practices

I wanted to leave a few tips and tricks we’ve learned along the way for any of our winery friends who are thinking of doing events of their own. You can also contact me directly, as I’d love to share our methodology. ian@tablascreek.com.

  1. Start with an intro video: average viewership numbers start at four minutes. Pick a five-minute song or video to play while viewership populates.
  2. Pay an artist: pick a local band to get that intro song from and pay them for their work. The pandemic has struck artists pretty hard.
  3. Drink wine early and often: we’ve started the last two broadcasts with a 30-minute update before talking about wine. After feedback, we’ll be shifting that model to shorten the intro, start tasting earlier, and sprinkle the updates between the wines.
  4. Use streaming software: we use Be.live, but Streamyard is another excellent alternative. This allows us to stream on multiple platforms and build in visuals.
  5. Have a dedicated producer: let the people on-screen focus on what they’re doing and have someone selecting questions to show on-screen.
  6. Encourage questions: that’s what it’s all about! And be sure you are answering them.
  7. Two people on screen: it’s much more conversational and flows much better than one.
  8. Celebrity guests: adding that third or fourth person from time to time keeps interactions fresh and engaging.
  9. Prepare for things to go wrong: you are working with technology, something will always go wrong, stay on your toes for the whole broadcast and be prepared to troubleshoot.
  10. Have fun: your hosts are drinking wine on camera, guests are drinking wine at home, and the producer drinks wine behind the camera. It is a fun evening with plenty of memories to be made at the end of the day.


Paso Robles is (Still) Insanely Beautiful

In late February, with the vineyard turning greener by the day, I wrote a blog Paso Robles is Insanely Beautiful Right Now. Breaking news - it's still gorgeous. That late-February time frame marked the beginning of a period of explosive growth in the cover crops, with plenty of moisture in the ground from our massive late-January storm and steadily lengthening days. With March came warm weather, and those cover crops have been joined by bursts of color from wildflowers like the mustard below:

Green April 2021 - Tall cover crop and mustard

As if that weren't enough, the grapevines themselves have gotten into the act. Not every variety is very far out, but Grenache is putting on a show, the new leaves an electric yellow-green:

Green April 2021 - New Growth Grenache VF

Another view (Grenache again) against the darker green of the oaks is even more dramatic:

Green April 2021 - New growth Grenache C

Speaking of the oaks, the ones in the vineyard provide a great counterpoint to the geometry of the vine rows. I particularly like this one in the middle of our original Counoise block. Here are two views, the left taken from below, and the right from above:

Green April 2021 - Oak tree in Counoise from below

Green April 2021 - Oak tree and Counoise from above

These photos all make it look like it's all blue skies and sun, but when I took these out in the vineyard yesterday morning, it was 42 degrees and wet after a foggy start to the day. The block and tree in the below photo is the same as in the two previous ones, but in this one I was looking east, toward the rising sun:

Green April 2021 - New growth in Counoise

That moisture is visible too in this photo of our straw-bale tractor barn, with a new Cinsaut block in the foreground:

Green April 2021 - Straw Bale Barn

Maybe my favorite photo of the day was another one looking east, this one over our oldest Grenache block (planted in 1992) down a hill and back up on the other side to a slightly younger Grenache block (planted in 1997), new growth glowing in the sun:

Green April 2021 - New growth Grenache AV

I'll leave you with one last photo, of a long view south from the top of that Grenache block visible in the background of the previous photo. It's all on display: the rolling hills, the riot of green, and the newly-sprouted vines, all set off by the rows of dirt where we've begun to task of taming that cover crop so it doesn't compete with the vines for water:

Green April 2021 - Long View in Grenache

If you're coming for a visit in the next few weeks, you're in for a treat.