The Crush - February 2020 - 9

[ UNIFIED SYMPOSIUM ]

Keynote Speaker O'Neill Focuses on Millennials
O'Neill Vintners and Distillers CEO Jeff O'Neill is optimistic about the future, but said the wine
industry needs to do a better job communicating with and marketing to millennials. Below are a
some takeaways from his Unified keynote address:

* America is more diverse than ever. Knowing consumers intimately is key. The wine industry

has to understand and spend time analyzing who they are. Wine demand is linked to the
composition of the population.
* Millennials are the future of the business; the industry needs to be talking to them in a way that
resonates.
* The sales statistics with hard seltzers are staggering, in part due to the marketing language. The
wine industry is being out-marketed by spirits and hard seltzers. The industry can tell its story
better and it's not doing it. Every winery can take advantage of a connection with consumers.
* Listen, learn and adapt. The industry needs to be receptive, patient, persistent and flexible.
* Referring to the popularity of hard seltzers in cans: cans and convenience are here to stay.

Jim Trezise:
Rich Smith
Distinguished
Service Award
Recipient
Jim Trezise, president of WineAmerica,
was honored with the fourth annual Rich
Smith Distinguished Service Award on
Feb. 5. It recognizes an individual who
has made major contributions to the
American grape and wine industry and
research, while emulating Rich Smith's
defining traits of passion, commitment
and collaboration.
The award was presented by the
Smith family (CAWG member Paraiso
Vineyards and Smith Family Wines)
at the Winegrape Growers of America
(WGA) Leadership Luncheon, held during
Unified. It is co-sponsored by WGA, the
National Grape Research Alliance (NGRA)
and WineAmerica.

Jason Smith, Justin Murphy, Jim Trezise, Claudia Smith and Kacy Smith

"Rich and I spent many a day with Jim
while he was at the New York Wine &
Grape Foundation," Claudia Smith said.
"He was an impressively articulate,
sensitive and thorough advocate for
the foundation and for American wine
production, consumption, politics and
marketing, through representation and
participation in each of these groups. He
has been in tandem with Rich through
many years of wine/grape promotion and
politics and very deserving of this Rich
Smith Award."
Trezise has served as president of
WineAmerica since March 2017.
Previously he was the president of the
New York Wine and Grape Foundation
for 31 years. Trezise has received

numerous awards for his contributions
to the American wine industry. He has
also served on various boards, including
WineAmerica and NGRA; he is a frequent
speaker at industry conferences; and
serves as judge for wine competitions
around the world.
"Whatever problem or issue presents
itself, Jim can be counted on to roll up
his shirt sleeves to find the best, most
effective way forward for all involved,"
NGRA President Donnell Brown said.
"As we mobilize research to address the
industry's greatest challenges, Jim has
been a consistent and thoughtful force
for the advancement of the industry -
through science, public policy, publicity or
all of the above."
FEBRUARY 2020 / 9

The Crush - February 2020

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