MWC UPDATE

Michigan Wine Collaborative Targets New Customer Bases

By Emily Dockery

The Michigan Wine Collaborative (MWC) is the nonprofit voice of the Michigan wine industry. Run, driven, and funded by member wineries, growers, educators, vendors, suppliers, affiliates, and more, all of our member dues go back into projects aimed at propelling the Michigan wine industry. The Michigan Wine Collaborative is committed to the expansion of the Michigan wine industry by reaching new markets, supporting education, research, and workforce development, and making sure the world knows that Michigan wine is for everyone. In pursuit of those goals the MWC has been working hard to plan events in one of the most influential and profitable markets in the state, Detroit. MWC has been focusing on extending Michigan wine country to the Detroit and metro Detroit areas to encourage growth in new consumer bases to cultivate loyal Michigan wine lovers. In pursuit of that mission we are excited to announce these upcoming events in the city of Detroit.

HOUR Food & Wine Show When: August 12-14, 2022 Where: Huntington Place

MWC has sponsored an unlimited booth space for our members to have their wines poured at this event to continue the elevation of consumers’ perception of Michigan wine. Taste your way through the weekend at this 3-day culinary extravaganza showcasing fine wines, craft beers, specialty cocktails and gourmet bites from the best wineries, breweries, distilleries, restaurants and food purveyors. MWC member wineries participating in this event include: Two K Farms, Burgdorf’s Winery, Soul Squeeze Cellars, Cherry Creek Cellars, Detroit Vineyards,

Harvest Kick Off Tasting

When: September 8, 2022 Where: House of Pure Vin

Consumers are encouraged to join Michigan Wine Collaborative and participating wineries for a tasting and mingle event at House of Pure Vin on September 8th. This event will feature tastings of Michigan wine from our member wineries which will be available for purchase at House of Pure Vin. We will also be offering light bites and exhilarating conversations with winemakers, growers, and representatives from Michigan wineries. Mark your calendars for this educational and tasty event. Registration information will be available beginning in August. Follow Michigan Wine Collaborative and House of Pure Vin on social media to stay connected and updated on this event.

Wine and Find in the City

When: January 2023 Where: Detroit Vineyards

Members of the trade will be invited to join Michigan Wine Collaborative and member wineries at Detroit Vineyards on September 7th to network, connect,taste and find wines for their 2023 wine lists, sets, and purchasing decisions. This event will be essential for retail, restaurant, hospitality, and wholesale buyers to attend to become acquainted with current vintages, new and established wineries, and to learn about the state of the Michigan wine industry, access to winery information including information on varietals, winemaking styles and methods, terroir, and allocations as well as marketing efforts of the Michigan Wine Collaborative and tips for successful support and sales of local wines to guests. Join us to taste

some premium Michigan wines, make some new industry friends, and indulge in light bites as the industry releases their new vintages!

Focusing these and future events in the city of Detroit is also a part of MWC’s Inclusion and Expansion Committee efforts to expand Michigan wine to historically excluded populations and especially Michigan residents of color in addition to encouraging consideration of careers in wine including the areas of enology, viticulture, retail, restaurant, and hospitality. This committee is currently being chaired by Chuck Jackson of House of Pure Vin located on Woodward Ave. in Downtown Detroit. management, soil composition and health, grape chemistry and analysis, seasonal overviews of what happens in the vineyard all year long, and more. If you are interested in volunteering or getting youth involved in the 4-H Viticulture Club please reach out to Lisa Kelley with Wayne County 4-H at lkelley@msu.edu or Dixie Sandborn for other regions and additional information at dixie@msu.edu.

If you are interested in joining the Michigan Wine Collaborative and getting involved with our Inclusion and Expansion efforts visit mwc.wildapricot.org or email us at info@michiganwinecollaborative.com.

“This year I was introduced to the concept of Universal Access. When everyone is included, everyone benefits. Similar to a "rising tide lifts all boats," we need to make sure that we have everyone's boat in the water.” says Chuck Jackson. Visit him at House of Pure Vin to find premium Michigan wines, discuss the Inclusion and Expansion committee efforts and projects, and enjoy an all around exhilarating wine experience in the city.

MWC is committed to spreading the word that Michigan wine is for everyone and now is the time to get involved in an ever expanding industry full of opportunities and potential for infinite success. To work towards this goal we are in the constant process of establishing and maintaining a recruitment pipeline beginning with youth who are interested in agriculture and extending to adults interested in working in the wine and grape industries.

Opportunities are being created for Wayne residents to participate in the MWC Talent Pipeline by joining the nation’s very first 4-H Viticulture Club launching with Wayne County 4H and spreading throughout the entire state. MWC is partnering with Pingree Farms and Detroit Vineyards to provide educational vineyard spaces within the city of Detroit. There is currently a library of video curriculum for review on the MWC YouTube page which will give an overview of topics covered in this 4-H Club. These topics include canopy

ABOUT THE AUTHOR

Emily Dockery is the Executive Director of the Michigan Wine Collaborative,

http://michiganwinecollaborative.com/. She has extensive experience in the retail wine sales industry and is a graduate of the Lake Michigan College enology and viticulture program. In addition, she is Inclusion and Expansion Committee Co-Chair for the MWC.