Planning for Unified

Courtesy of unifiedsymposium.org

This week the entire country decends upon Sacramento, CA for the 2018 Unified Wine and Grape Symposium. This is, by far, the largest wine focused trade show in the US. All the suppliers for anything having to do with grapes or wine are in attendance and one can easily just attend the exhibit halls and not see the entire show space. I like to attend the talks though. It starts on Tuesday with the Keynote luncheon. These talks are separate from the show itself which starts Wednesday but it never fails to be inspiring and full of good information. Tomorrow’s speaker is Gina Gallo of the winemaking giant Gallo. Gina is known to have been one of the driving forces behind repositioning the company towards higher end wines so her insight into the industry I’m sure will be interesting. After last year’s luncheon with wine writer Eric Asimov, I walked away with close to 10 pages of notes. To save my hand, I’ve brought my SurfacePro this year and fully anticipate getting some good information again.

Another one of my favorite highlights is the “State of the Industry” talk which kicks off the main part of the symposium on Wednesday morning. Having any one of the speakers present their information to you would cost you well beyond the price of an admission ticket but the panel of people that they assemble for this gives a very detailed look at the state of the industry in California. Although global issues are touched on it is a CA driven talk but there are always good parallels to be gleaned. Since CA makes up 90% of the wine industry in this country, knowing where CA is going gives good insight into where the market is going.

The rest of the day is split into “tracks” with multiple sessions being held at the same time for viticulture, winemaking, and marketing. It never fails that I end up wanting to go to two or three talks the happen at the same time and need to make a game day decision.

Thursday tends to be a lighter talk day with less in depth subjects so that usually ends up being my trade show day. You MUST go to the trade show with a plan. Inevitably, one will run into a bunch of friends and colleagues and it will take three times as long as you expect to cruise down each aisle as you find people to catch up with you haven’t seen in years.

The social aspect of the show cannot be discounted either. Planning one’s dinner and after party schedule is almost as hectic as planning what you want to see at the show itself. The bars at the two main hotels, The Sheraton Grand and the Hyatt Regency, are guaranteed hang out spots for after late night activities. I have often wondered if they prepare for this week like generals preparing for battle. Getting a room at one of these hotels is a feat in itself since they are snapped up within seconds of being released. I felt it was a major accomplishment to have gotten a room at the Hyatt for this year’s show. I’ve never been on top of it enough to have booked one of these rooms before without being a speaker.

However you look at it, Unified is one of the key meeting of the minds of the US wine industry. Regardless of your geographic location, there is a wealth of information here for anyone who wants it.

Photo from UnifiedSymposium.org

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