Wine auction – don your grass skirts and Hawaiian shirts

Download some Dick Dale tunes to your iPod because the theme for this year’s Sonoma Valley Vintners & Growers Alliance wine auction is Hawaiian beach party – things are going to be laid back, Sonoma Valley style.

Before the tiki torches are lit at the Sonoma Mission Inn, the Sonoma Valley Vinters & Growers Alliance has work to do. Honoring leadership at the annual “State of the Alliance” meeting on Tuesday, President Grant Raeside called out members to speak on a host of topics focused on selling Sonoma Valley wine and bringing a continued interest to the area; among the topics, a position statement unique to Sonoma Valley.

“We’ve been challenged with creating our own core message, something unique to our region. Something no other place in the country can claim as their own,” said Peter Spann of Spann Vineyards. “We realized the for starters, Sonoma Valley is the birthplace of fine wine in California. Couple that with our old world charm, the small town hospitality of family wineries and the fact that we grow more varieties of grapes than any other region and it adds up to the elegant wines defined by our area,” said Spann.

Renowned sommelier Christopher Sawyer took to the podium and outlined a branding campaign for three distinct wine competitions for wineries in, as well as grapes sourced from, the Valley. “Competitions in May, July and September will not only increase sales of Sonoma Valley grapes but will also bring visitors to the area since many of these wines can only be purchased on premise,” said Sawyer.

Next, Raeside touched on the marketing possibilities surrounding social media and offered up the services of the Sonoma Valley Vintners & Growers Alliance to help wineries develop Facebook and Twitter pages. “There are over 7,000 wine tweets per day and more than 1,300 wine bloggers.” He told members, “We can help you punch up your marketing campaigns to reach these markets.”

Lastly, Sonoma Valley Vintners & Growers Alliance Marketing and Events Director Maureen Cottingham cited new events at VinOlivo and, to the applause of the audience, an increased stipend for members for both Vinolivo and Wine Country Weekend to help them encourage visitors and ticket sales.

Keeping to the promised hour-long schedule, Raeside adjourned the annual meeting, inviting those in attendance to partake of some of the best of Sonoma Valley during the hour-long reception.