The Benefits of Marketing Interns in the Wine Industry

By Ian Consoli

Over the past two summers, we have extended the opportunity for one individual to participate in a marketing internship at Tablas Creek. We contacted local universities, and posted on LinkedIn, Paso Wine Careers, and other job listing sites. The response to the listings was immediate and enthusiastic, as individuals looking to make their start in wine marketing found the post and applied. This September, our second marketing internship concluded, and for the second internship in a row, the accomplishments we made during the three months created a lasting impact on our marketing program. Two internships may be a small sample size, but it is enough for me to realize we are on to something.

One of the purposes of this blog is to share success stories, whether in sustainability, farming, recipes, wine marketing, or an array of other categories. With a general feeling of success, I thought we would share how and why we developed an internship program, its structure, and its results. My hope is for other wineries to feel inspired by our results and create a wine marketing internship program of their own.

Video: Day in the Life of a Wine Marketing Intern

The idea

Marketers ponder. (In fact, that pondering time is crucial for marketers to develop innovative ways to help brands develop, but that’s a piece for another time). In one of those ponderings, I thought back to my marketing internship in college and the value it brought me with the suffix, “Wouldn’t it be nice if we could offer that opportunity to someone?” The answer was that we absolutely could. In fact, we might be one of the better-positioned wineries to offer one. We are large enough to employ a full-time marketing person (me) yet small enough that one marketing person is responsible for every aspect of the department. The idea made sense, but we needed to ensure the benefits outweighed the cost of bringing someone on board. We developed a program with three potential beneficiaries in mind:

Benefits to the candidate. The candidate would study and observe all parts of marketing throughout our organization. We employ one of the most intensive social media programs in the wine industry, with daily postings on three major platforms and weekly contributions on four more. What an opportunity for someone to learn every aspect of a professional marketer!

Benefits to the company. That intensive social media program requires many ideas and a lot of time. Social media is always changing, and the next generation fuels much of that change. We felt a current student or recent graduate would give us a Gen Z perspective, refresh our social media, and help us better understand social media’s current climate. If we repeat the program every summer, we will continue to refresh that understanding. After a month of shadowing, the candidate should be comfortable enough to contribute to our social media, email campaigns, website, public relations materials, and more. That alleviation of the marketer’s workload means more time for those pondering sessions.

Benefits to the industry. Summer internships are, by design, temporary positions. If we do not plan on employing the intern after three months of work, then what’s the point? Well, that temporary position could translate into a permanent position at another winery in the region. My personal philosophy is that the wine industry, at least locally, has a long way to go when it comes to understanding and respecting the value of employing a full-time marketer. I also believe that as more dedicated marketing professionals emerge, the better our marketing as a region will become. By power-training an enthusiastic candidate, we may help that candidate emerge as one of the top wine marketers and make significant contributions to the wine industry.

The Execution

For this internship to be well-rounded, we needed to look at every aspect of a marketing director’s duties, strip them down to their basic intent, and format a learning program that gets to the fundamentals of those duties. This practice is, within itself, a benefit to the marketing team and the company. Here’s a shortened description of the responsibilities we came up with:

1. Social Media: Assist and implement daily social media posting and focus on developing a video strategy.
2. Content Creation: Develop photography, videography, and copywriting skills (complete one piece for the Tablas Creek blog).
3. Print Media: Assist with inserts for our wine club shipment and participate in printer negotiations.
4. Public Relations: Write one press release and present it to local news outlets.
5. Email: Observe, collaborate on, and take the lead on monthly email campaigns.
6. Hospitality: Spend one day a week in the tasting room to connect front-of-house and back-of-house mentality.
7. Events: Participate in one on-site and one off-site event.
8. Major Project: Pick one significant project to complete over the course of the three-month internship.

We feel these responsibilities give our interns a taste of most of the daily tasks of a wine marketer while allowing them to focus on their primary skillset.

The Results

We hired two interns with entirely different skill sets. The first, Nadia Nouri, specialized in social media. She joined the team in the summer of 2022 when short-form videos started to gain recognition in the wine industry. That medium was a second language for her, one she spoke fluently. We developed multiple series and videos during her internship.

The understanding we developed inspired me to speak on short-form video at the DTC Wine Symposium in 2023. Our following grew by over 2,000 people, engagement was up, reach was up, and, more importantly, our content had a burst of life. That’s something a new perspective always brings. Here are a couple of my favorite posts from that time.

 

Shelby Burns was our most recent intern, and is a graphic design and communications specialist finishing her last quarter at Cal Poly, San Luis Obispo. I can navigate the Adobe suite of design tools, but working side-by-side with a collegiately trained graphic designer helped simplify processes and improve our print media. Her big project was developing a single booklet combining three handouts into one. The booklet she created will minimize our printing, saving resources and money in the long run. My favorite piece from her project was a consumer-facing vineyard map that will help guests enter our vineyard in a fun and educational way. I mean, check it out!

Key takeaways

Not all interns are the same, and thank goodness they aren’t! Lean into the talent of your interns. In going from a social media specialist to a graphic designer, we realized both interns would benefit more if we focused on developing their specific skill sets while giving them a taste of all other aspects of the position.

Evaluating your processes is always a good thing. Nothing drives your expertise home like teaching. Developing this internship program forced us to take a good look into what we were doing, and helped us tighten up our marketing efforts. Also, sharing what you have learned always feels good.

You can always use a fresh perspective. It is rewarding when one of your key motivators becomes a key takeaway. We felt that adding a fresh perspective to our content room (my name for the marketing office) would help us grow, and we were right. More perspectives bring more understanding. We can’t wait for next summer’s marketing intern to add to what we’re doing at Tablas Creek.

A Picture Worth 1,000 Words, 2023 Harvest Edition

This morning I was standing on the crushpad talking to Chelsea. I asked her whether the fermentations had started on the grapes we picked last week. She said that they were just getting going, and mentioned that the plan was to bring the barrels outside so that they could benefit from some of the heat when it warms up. Then she looked at the sky, still densely overcast, and corrected herself: "If it warms up."

The overcast did start to break up at lunchtime, though as of 1:30pm it was still as much clouds as sun in the sky and our temperatures were still only in the low-70s. I got a photo I love, looking up from underneath the canopy of our Bourboulenc block toward that still-mostly-cloudy sky:

In a normal harvest, an overcast day like this would be a rare treat and a chance to catch up after several days of sustained heat. But not in 2023. We haven't had a single 100°F day in the last month, a period in which our average high has been 85.8°F, more than 5°F lower than the long-term average of 91.1°F. We haven't even had a day hit 90°F in the last two weeks. Most of those days have started with several hours of overcast. The full picture since veraison:

The next week looks similar, with forecast highs in the upper 70s and lower 80s. And there's no big warm-up coming; today's ag forecast suggests that we're looking at below-average to average temperatures through the end of September.

How big a deal is this? Maybe it's actually a good thing. I know I'd definitely prefer this to hundred-degree temperatures. It's not like it's in the 50s°F and 60s°F every day. The grapevines are photosynthesizing. Sugars are rising, and acids are falling. Even better, acids are falling slowly, which is giving us something like dream chemistry in the samples we're taking. The vines are thriving in this moderate climate, and looking back at previous years (like September 2014, for example) drives home just how much greener the foliage is now than we're used to seeing in September, which bodes well for their ability to withstand this marathon.

What this weather is doing is shifting our risks from the beginning of harvest to the end. At some point, these low pressure troughs that are bringing this overcast weather will start to come with real moisture and rain. If we're still in the middle of picking -- particularly if we're still picking thin-skinned grapes like Grenache -- that could be a problem. If it's chilly during the harvest season, that will likely mean that our fermentations, which are all done with native yeasts, will likely take longer to complete. But that's a problem for future Tablas Creek. For now, we'll take it. And if you're visiting in the next few weeks, you're in for a treat.

Harvest 2023 begins. What a difference a year makes!

On Tuesday, we brought in our first two lots, both for Patelin: a little less than seven tons of Viognier from a vineyard called New Creations and a little more than six tons of Syrah from Tofino. Both looked great. Yesterday, we brought in the Pinot Noir from the vineyard my dad planted. Today we got the first picks off the estate, seven bins of Vermentino and two bins of (surprise) Roussanne, as well as another Patelin de Tablas lot of Roussanne from Nevarez. And we're off:

All this is a far cry from last year, when sustained heat pushed us to one of our earliest-ever harvests. We started bringing fruit in off the estate on August 17th, and by the 14th of September we were nearly three-quarters done:

I'll share some thoughts at the end of the blog as to what this all means, but first I want to set the scene for you and share some of the images of these early days of harvest. I'll start with the first bins of Viognier, from Austin Collins' viewpoint on the forklift:

Neil got a photo of the first bin of Syrah, waiting in front of the sorting table for de-stemming. He pointed out that it just happened to be in bin #1:

The pick of Pinot Noir from our place is always a milestone, and the cellar team traditionally joins the vineyard crew for it. Viticulturist Jordan Lonborg got some great photos. First, the scene as dawn broke:

Next, a view of the bins on the back of the trailer. That's Vineyard Manager David Maduena overseeing things... the beginning of his 30th harvest here at Tablas Creek!

The fruit looked great. Those are Jordy's boots:

And finally the whole crew, all smiles at the end of the pick:

After those two mellow starting days, today is starting to feel like harvest is getting into full swing. We're pressing Vermentino and Roussanne, which made a surprise early appearance here thanks to the higher elevation and healthy young vines on Jewel Ridge. We've had perfect conditions, with chilly nights and warm but not hot days. The last wisps of fog were still lifting as Neil snapped this shot at the end of the Roussanne harvest:

The Roussanne was textbook; note the classic russet color of the berries, one of the signifiers that they've reached ripeness:

We're also doing a wide sampling across all the relatively early-ripening varieties, including this Syrah. The color is amazingly dark given that this is just a sample and it hasn't been left to macerate:

If you're wondering why we're so much later than last year (OK, the last several years) you need look no further than the cumulative growing degree days, a common measurement of heat accumulation during the growing season. Although July was warm enough that we jumped ahead of the 2010-2011 vintages that we'd been tracking, it cooled back off in August and we're still significantly cooler than any year since 2011. What's more, we're a whopping 23% cooler as measured in growing degree days (dotted red line) than we were last year (dotted pale blue line):

It's too early to say much about yields. The Pinot Noir harvest came in roughly where last year's did, but conditions in the Templeton Gap are different than they are out at the winery, and it didn't suffer any frost damage last year. Neil is thinking that we'll likely see healthy crops, up measurably from last year and maybe even a bit above our long-term averages. Jordy is thinking a little more conservatively, predicting that the combination of plentiful but small clusters, small berries, and some loss due to shatter and millerandage is likely to combine to produce yields above last year but still below our long-term averages. We'll know more in a few weeks, once we've completed the estate harvest of a few more grapes. 

One thing that is clear is that we're looking at a harvest that seems more like a marathon than last year's sprint. There isn't any major heat in the forecast, with most of next week supposed to top out in the 70s and low 80s. That's ideal for quality, and likely to give us the flexibility to bring things in gradually and in multiple passes. But it does mean that we will almost certainly still be harvesting in November. That wouldn't have been unusual in the 2000s, but it's been a while since it's happened. With el nino building in the Pacific, our current worry is whether we'll be done before we get our first winter rains. That's likely a ways off, but anyone who has a line to the weather gods, please put in a good word.

Meanwhile, we'll enjoy the sights, aromas, and energy of harvest. Stay tuned for updates.

While We Wait for First Fruit: An Interview with our 2023 Harvest Interns

By Ian Consoli

Every year, we like to sit with our newest harvest interns and introduce them to the Tablas Creek Blog audience. We typically do this about this time of year, when they have at least a week of harvesting fruit under their belt and an idea of how harvest is going. Well, as you have likely read on this blog, that's not the case this year! One week into September, this new batch of interns eagerly awaits the first fruit to drop into the cellar. So, this year, we sat down before the rush. What stood out to me is how different their personalities are, yet they are motivated by the same thing: seeing what's next. It is kind of a theme for harvest interns. It is a step towards a career in winemaking for some and a chance to see the process and get closer to the grape for others. This group has a mix of both motivations. They are all awesome, and I can't wait for you to meet them.

Tablas Creek Harvest Interns. From left: Joanna Mohr, Sarah Schultz, Trevor Pollock

 Who are you?

I am Sarah Schultz. I am a cellar intern at Tablas Creek.

I'm Trevor Pollock. I'm from Paso Robles, California. I'm 23 years old and doing an internship for this harvest.

I'm Joanna Mohr. That's a loaded, vast question I ask myself every day. But yeah, Joanna, and I'm from Minnesota, born and raised.

Where did you grow up?

I grew up in Bakersfield, California, and went to college at Cal Poly. I have lived in SLO for five years.

2023 Harvest Intern Sarah Schultz

I grew up in Paso, but I've moved around a lot. Most recently, I lived in Colorado for about a year and a half, working at a ski resort and being a ski bum. I moved back about seven months ago.

I'm from Minnesota, but I have lived in many places. I worked for a marketing agency that had offices all over the world. I moved with them to Australia for three years and then to London after that. That's how I got into wine, actually.

How did you get into wine?

I went to a wedding at a winery during my sophomore year of high school, and I thought it was the coolest thing that people got to make wine for a living. So that's how I got into it. Now, I want to be a winemaker.

Well, I'm getting into wine right now. I studied plant science over at Cuesta and worked on some farms. I found this opportunity to work at a winery and decided that if I was going to work at a winery, I wanted it to be a place as biodiverse as Tablas.

I went to all the wine regions in Australia and liked it, but I didn't think I would do anything with it. When I moved to London, there were more opportunities to work in wine, and my friend recommended I go to wine school. That sounded great, but I didn't even know what a sommelier was at the time. I went through WSET, and I just loved it. So, I left marketing and became a sommelier.

Have you ever worked in grape harvest before?

I have; this is my fourth harvest. My first was at Phase Two Cellars in San Luis Obispo, then King's Family Vineyard in Virginia, Patson Hall in Sonoma, and now here at Tablas Creek!

Nope, my first one.

I helped pick and prune at a couple wineries in Minnesota, but I haven't done a full harvest. Vineyards in Minnesota are a little different varietally because of the cold climate, but the process is pretty much the same. Except it's a bit more gnarly in terms of the cold; we had a harvest in a snowstorm one year, and it was minus 30, so it was pretty intense in October.

How did you end up working harvest with us?

My goal is to work a harvest in as many locations as possible to figure out where I want to settle. I knew I wanted to come to Paso, then I saw Tablas's job listing, applied, and here I am.

I was in Europe over the summer and heard about his opportunity. I decided to cut my trip short and come back to start harvest.

2023 Harvest Intern Trevor Pollock

I got super into biodynamics when I was in Europe, and Tablas always stood out as a winery I was interested in working at in the United States. I applied for the internship two years ago, but it was full by the time I applied. I didn't plan on applying this year, but I saw [Senior Assistant Winemaker] Chelsea's post about looking for interns, and I was like, I'll just shoot a shot. I sent her an email and resume, she remembered me, and here I am.

How is everything going so far?

So far so good. I love all the people. And how can you not be happy when you come to work and you're surrounded by dogs?

It's going great. Getting everything clean and ready for harvest, just prepping stuff.

Everything's good! It's nice to have time to come before the chaos happens and learn the ropes without getting thrown in. Being quite green at it, it's nice to have an idea of what to do. Everyone's super awesome to work with, and it's a really good crew. So far, so good.

What's the best bottle of wine you ever had?

The best bottle of wine I've ever had was Shooting Star Riesling from Lake County Steel Wine. I don't know. It's my favorite wine.

That's a tough one. Recently, I had a really good Viognier with my mom in our backyard. Memorable wines are all about the whole experience of where your surroundings are and who you're sharing it with. I don't remember specifically what the bottle was, but it was a nice Viognier and a nice environment.

Ironically, Chateau de Beaucastel. I was in the South of France and tasted a bottle of Chateau de Beaucastel that shifted something for me. I feel like anyone who has had a best bottle of wine understands how it shifts wine from just being wine to being something else entirely. It is hard to put into words. The wine becomes something that connects you to a place, a time and a memory and something deeper within. And that was before Tablas, so it was cool to find out they were connected. That was kind of like an icing on the cake.

2023 Harvest Intern Joanna Mohr

What's next for you after your harvest?

Honestly, I don't really know yet. I think that's future Sarah's problem. I don't know. Again, I want to go to as many locations as possible. So somewhere, but I don't really know where yet. I want to do some harvest hopping and go to Australia or New Zealand, but we will see.

I'm not sure. I want to travel a lot more, so I'm thinking about doing a harvest in the Southern Hemisphere. I'd love to go to South America, Australia, or New Zealand.

Not sure. I kind of roll with wherever the wind takes me. I've wanted to do a harvest ever since I first got into wine, just because I want to learn this side of wine. I've been on the sommelier side for so long. I want to learn everything I can here, and I'm super passionate about biodynamics. We will see what happens at the end and where the path goes from here.

Is there anything else you want to share with the Tablas Creek audience?

I think that's it, man. I'm ready for harvest 2023, baby. Let's go!

I'm excited to make wine for you guys this season!

Assessing the 11 Paso Robles sub-AVAs after their first decade

In September of 2013, the TTB published a notice of proposed rulemaking that gave a preliminary stamp of approval on the Paso Robles wine community's proposal to subdivide the Paso Robles AVA into 11 new sub-regions. I celebrated this milestone with an article on this blog where I laid out why I thought it was such an important development for our region. It's worth remembering that at the time there was some resistance to the proposal as being disproportionately complex given that up until that point everyone had used just the single overarching Paso Robles AVA. I tried to summarize why I thought it was important:

These new AVA's will be a powerful tool for wineries to explain why certain grapes are particularly well suited to certain parts of the appellation, and why some wines show the characteristics they do while other wines, from the same or similar grapes, show differently. Ultimately, the new AVA's will allow these newly created sub-regions to develop identities for themselves with a clarity impossible in a single large AVA.

The proposal was ultimately approved in October of 2014, and we started using our own sub-AVA (the Adelaida District) on the labels of our estate wines with the 2014 vintage. Our Patelin de Tablas wines, which are sourced from several of the sub-AVAs, continued to use the umbrella Paso Robles AVA. Of course, there was no requirement that wineries use these sub-AVAs. From my conclusion of that 2013 blog:

Wineries who wish to continue to use only the Paso Robles AVA are welcome to. And many will likely choose to do so as the new AVA's build their reputation in the market. Not all the AVA's have a critical mass of established wineries, and it seems likely that a handful of the new AVA's will receive market recognition first, while the reputation of others will take time to build. But I believe that it will be several of the currently less-developed areas that will benefit most in the long term, through the ability to identify successful winemaking models and build an identity of their own. We shall see; having a newly recognized AVA is not a guarantee of market success, just a chance to make a name for yourself.

All this came back to me last week when I fielded a call from veteran writer Dan Berger, asking my thoughts on the success of the AVAs given that most of the big Cabernet producers he sees haven't been using them. To my mind, that's neither here nor there, since those producers are typically large enough that they're sourcing grapes from multiple sub-AVAs and therefore can only use the umbrella Paso Robles AVA anyway. And there are exceptions even to this, most notably Daou, which uses the Adelaida District AVA on all its estate wines. But it did make me wonder the extent to which the different AVAs were appearing on labels and therefore being presented to consumers as a point of distinction. 

The best way to measure this would be label approvals from the TTB, but I don't think there is a way to search their publicly available database by AVA. Origin, sure... you can search, for example, by California. But not by Adelaida District. But there are proxies available that can give a good indication: the major publications to whom wineries submit thousands of wines each year. So I dove into the review databases at Wine Enthusiast, Wine Spectator, and Vinous. Because each publication receives and reviews a different subset of the wines that are produced, I've included a summation of all three, with the number of reviews that a search for each sub-AVA produces for vintages since the new AVAs were announced. The total for the Paso Robles AVA (reviews that don't list a sub-district) is at the bottom:

Paso Robles Wines Reviewed, by AVA, 2013-2022 vintages
	Wine Enthusiast	Wine Spectator	Vinous	Total	% of Total
Adelaida District AVA	611	249	773	1633	16.8%
Willow Creek AVA	427	261	674	1362	14.0%
Templeton Gap AVA	154	26	115	295	3.0%
Santa Margarita Ranch AVA	49	33	38	120	1.2%
Geneseo District AVA	34	5	55	94	1.0%
El Pomar AVA	45	2	40	87	0.9%
Paso Robles Highlands AVA	44	9	27	80	0.8%
Estrella District AVA	28	2	49	79	0.8%
Creston District AVA	8	0	25	33	0.3%
San Miguel District AVA	5	0	14	19	0.2%
San Juan Creek AVA	0	0	0	0	0%
Paso Robles AVA	3531	709	1691	5931	60.9%

So, nearly 40% of all the wines reviewed by these publications carried one of the 11 new AVAs on their label. Is that surprising? I'm not sure, but I do think it's an encouraging sign that the producers here think that the AVAs are or will become meaningful in the marketplace. When you figure that many of the rest of the wines (like our Patelins) weren't eligible for one of the sub-AVAs, the clear implication is that most Paso Robles wineries are using the smaller, newer designations when they can. Even J. Lohr, whose founder Jerry Lohr was quoted in Dan's article as saying "We’re not selling our Cabernets based on the sub-appellations," has used the El Pomar AVA on at least three wines, the Adelaida District on at least three others, and the Estrella District on yet three more.

And yet, while all the new AVAs except San Juan Creek have appeared on labels, it's worth considering why more than three-quarters of the wines that use the sub-AVAs are coming from the Adelaida and Willow Creek districts. Some of that is the profile of the wineries who have settled in these two AVAs, which include many of Paso Robles' highest-end producers often making dozens of small vineyard-designated bottlings each year. Willow Creek wineries -- including Saxum, Denner, Epoch, Caliza, Paix Sur Terre, Thacher, and Torrin -- and Adelaida District wineries -- including Daou, Alta Colina, Adelaida Cellars, Law, Villa Creek, and Tablas Creek -- account for a much more significant percentage of the wines reviewed in these databases than they do the percentage of production within the broader Paso Robles AVA. The choice that these high-profile wineries have made to put their AVAs on their labels encourages their neighbors to do the same.

Will the other districts -- many of which have more planted vineyard acres than Adelaida and Willow Creek -- eventually catch up? I'm not sure. As long as much of that acreage is going into wines whose production is measured in the hundreds of thousands or millions of cases, and therefore being sourced from multiple sub-AVAs, maybe not. But I've always thought that some of the AVAs with the most to gain are ones like El Pomar and Creston whose cooler climates and higher limestone soil content makes them more akin viticulturally to the more prestigious regions to the west, but whose location on the east side of the river tends to get them lumped in with warmer, sandier regions like Geneseo and Estrella to their north.

Paso Robles AVA map from the Paso Robles Wine Country Alliance website

Ultimately, time will tell whether more of the 11 Paso Robles AVAs join Willow Creek and the Adelaida District as something that people look for on their labels. Meanwhile I think it's healthy that Paso Robles as a region remains centered in people's awareness. Although in Dan's article Gary Eberle implies that the decision to advance a conjunctive labeling law -- which requires that Paso Robles be used on the label alongside whatever sub-AVA is used -- was a controversial one, I don't know any producer here who opposed it. It's a good thing that the recognition for Paso Robles continues to grow even as people start to understand what makes the different parts of the broader AVA unique. And promoting Paso Robles isn't incompatible with also building recognition for the diversity within it -- in fact, doing so will help consumers understand why the wines that they love have the character that they do, and give them guidance for how to further explore this region.

What it comes back to, for me, is that the science for subdividing the Paso Robles region is pretty conclusive. This morning's Paso Robles agricultural forecast, as an example, shows different weather stations within the region recording high temperatures yesterday ranging from 74.2°F to 92.9°F, low temperatures yesterday morning ranging from 42.9°F to 55.7°F, and heat accumulations for the growing season from 1533 growing degree days to 2510. Vineyards in Paso also vary by elevation (between 600 feet and 2400 feet), rainfall (between 7 and 30 inches annually) and soils (a dozen major soil types encompassing everything from high pH calcareous to low pH alluvial and loam).

The roughly 60 local vineyards and wineries who together commissioned and funded the Paso Robles AVA proposal -- which included both Gary Eberle and Jerry Lohr -- agreed, as a region, to bring scientists in from UC Davis and Cal Poly, and to defer to their findings as to where the lines should be drawn between the different AVAs. We knew at the time that this would likely mean that there would be AVAs drawn that didn't have a critical mass of wineries yet to help spearhead that sub-AVA's recognition. And we decided that this was OK. If the lines were drawn in the right places, over time, the AVAs that were capable of doing so would achieve recognition in the marketplace. Back in 2015, I laid out in a blog why the wisdom of this decision would only play out over time. A decade in, I think that we're well on our way.