​The market for wine grapes continues to evolve, and success for growers now depends on more than exceptional fruit alone. In this Business of Vineyards webinar, Michael Cuffe, Napa native and founder of Napa Valley Creative Agency, shares his insights and practical strategies for effectively marketing vineyards, building visibility, and communicating value in a changing marketplace.

​Buyers, wineries, and consumers increasingly form first impressions of vineyards through digital channels before any direct interaction occurs. Websites, social media presence, search engine visibility, and even emerging AI tools shape how blocks, practices, and people are perceived. A lack of up-to-date digital information or inconsistent messaging can unintentionally diminish a vineyard’s perceived professionalism and relevance.

​Amidst an uncertain growing season, Richard Mendelson offers a forward-looking view of Napa Valley, emphasizing how the region’s history of resilience positions it well for the challenges ahead. Napa Valley has undergone a remarkable evolution, from the trials of Prohibition and phylloxera to the global triumph of the Judgment of Paris and the establishment of the Ag Preserve, Napa has always found strength through collaboration and a shared commitment to agriculture. While today’s pressures include climate variability, shifting consumer trends, rising costs, and significant vineyard removals, the valley remains steadfast, spurred on by its enduring advantages: exceptional land, multi-generational expertise, a culture of quality, and a community determined to protect what makes the valley special.

​To build on these strengths, Mendelson introduces a four-part framework designed to guide Napa toward a balanced, resilient future. The proposals include identifying and protecting the valley’s most sensitive ecological lands, developing a viticultural suitability system informed by modern science and GIS tools, implementing in-lieu fees to ensure net environmental benefits, and creating a Transfer of Development Rights program that supports both conservation and much-needed affordable housing. These tools, already successful in other regions, offer Napa a practical and proactive path forward, one that encourages smart growth, protects irreplaceable landscapes, and helps the agricultural economy adapt with intention rather than urgency.

​While the path forward requires change, Mendelson highlights the importance of celebrating and preserving Napa’s identity through a vineyard registry that documents vineyard histories, boundaries, and defining traits. This effort, alongside active participation in the county’s General Plan update, will help ensure that policies reflect both ecological priorities and agricultural realities. Napa’s capacity for reinvention has never been accidental, and with thoughtful planning, shared stewardship, and a commitment to balance, the valley is well positioned to thrive in its next chapter, strengthening the land, the community, and the legacy that future generations will inherit.

Caleb opens the 2026 season of Grown in Napa Valley from Louisville, Kentucky, where he sits down with vintner-turned-whiskey-maker Mark Carter. Their conversation traces Carter’s journey from Eureka hospitality to Napa winemaking and ultimately to Kentucky bourbon, highlighting the shared craftsmanship between wine and spirits, barrels, blending, farming roots, and the growing consumer interest in how raw materials are cultivated. Carter reflects on decades of working with iconic Napa vineyards and the parallels he now sees in the rising “grain-to-glass” movement, as distillers embrace terroir and agricultural storytelling much like grape growers do. Their tasting together underscores how both wines and whiskies reflect the land, the season, and the maker’s hand. 
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The episode then returns to Napa for Glass with a Grower featuring winemaker and NVG Board Member Dan Petroski. Dan speaks to his passion for Mediterranean-style white wines, the evolving needs of Napa’s wine market, and the importance of growers becoming more visible partners in consumer storytelling. He discusses the challenges of the 2025 season, the opportunities ahead in 2026, the need for deeper collaboration between growers and wineries, and the promise of AB 720 in connecting visitors directly with vineyards. Looking forward, Dan stresses community resilience, thoughtful adaptation, and a renewed focus on helping growers navigate shifting markets while continuing to champion the quality and diversity of Napa Valley agriculture. 

• “About four bottles in at four o’clock, he said, ‘You ever think about making wine?’… and I said, ‘Yeah, I only got one problem—I don’t have any grapes.’” - Mark Carter 
• “You can't control that kind of serendipity… having Fred Schrader walk into your restaurant and getting a contract passed over to you. Unbelievable.” - Caleb Mosley 
  
• “We have to refocus our message… there are only a few places in the world that can stand shoulder-to-shoulder with Napa Valley.” - Dan Petroski
  
• “We’re going to make every batch different… just like in Napa with wines, every vintage is different.” - Mark Carter 
• “I don’t profess to be an expert in grape growing—I just want to understand the feeling… to be there at every inflection point as the vine develops.” - Dan Petroski
  
• “Every year of my farming career, I can almost remember month-to-month what was going on… it keeps you in touch. It keeps it real.” - Caleb Mosley
  

The wine market is in a period of structural change, not a temporary dip. For growers, this shift calls for clear-eyed planning, realistic budgeting, and renewed partnership with wineries. Below is a concise look at the most important takeaways from our recent Business of Vineyards Financial Resiliency webinar, with speaker Jon Moramarco of bw166, distilled to what matters most for Napa growers today.

Long-term industry growth trends that guided vineyard development for decades have flattened. Total U.S. alcohol consumption has declined, and wine’s share is no longer expanding. Lower-priced segments are seeing the steepest drop, while premium categories remain more stable, though within a smaller overall market.

What it means for growers
• Make decisions with conservative assumptions.
• Stress-test budgets against low-demand scenarios.
• Reassess capital projects through a realistic, slow-growth lens.

Younger consumers are drinking less alcohol overall, and pandemic-era purchasing spikes have normalized. While older demographics continue to value wine, the pipeline of new high-frequency wine drinkers is narrower than it once was.

What it means for growers
• Vineyard strategy should focus on quality-driven, premium positions.
• Don’t rely on demographic growth to drive future demand.

In Episode 21 of Grown in Napa Valley, the podcast celebrates the Napa Valley Grapegrowers' 50th anniversary by spotlighting two stories of resilience and reinvention. Ashley Anderson of Cain Vineyard shares her personal and professional journey farming organically on Spring Mountain, detailing the challenges of managing steep, terraced vineyards and navigating the aftermath of the devastating 2020 Glass Fire. Her commitment to protecting the land, nurturing the soil, and honoring the vineyard’s legacy shines through as she recounts the thoughtful replanting efforts and her team’s emotional connection to vines that survived against the odds. Ashley also reflects on the joy and collaboration of planning the Organic Winegrowing Conference, emphasizing the value of community in sustainable farming.
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The episode then shifts to V. Sattui Winery, where Tom Davies reflects on the winery’s own 50-year legacy. In a warm, lively conversation, Tom shares stories of his serendipitous entry into the wine world and how he and founder Dario Sattui built a business rooted in Italian hospitality and direct-to-consumer connection. He highlights the recent transformation of their tasting room into the Mercado del Gusto, designed to foster community and accessibility in contrast to the trend of exclusivity in Napa Valley. From launching natural and non-alcoholic wines to keeping tastings affordable and open to all, Tom’s vision is to keep wine—and the joy it brings—at the heart of Napa Valley life. Both segments underscore a shared commitment to stewardship, innovation, and heartfelt connection to land and people.

• "We farmed maybe more by heart than by bottom line… and that’s one of the reasons I’m lucky to be there." - Ashley Anderson 
• “These vines were like, ‘Please, just let me grow.’ And we couldn’t look at that and say, ‘Take them out.’” - Ashley Anderson 
• “Cain is a classic example of Napa Valley resilience… and now reinventing itself based on what we've all been faced with.” - Caleb Mosley 
• “Wine is about connection. It’s about being social. That’s what the Italian culture gives us—and what we want to share here.” - Tom Davies
• ​“We're not getting more exclusive, we’re opening our doors even wider. You can get a three-wine flight for free. That’s unheard of.” - Tom Davies
• ​“What the hell else are you gonna do with your time? A nice glass of wine with some great food and friends, that’s what makes life.” - Caleb Mosley

In collaboration with The Napa Valley Vintners, The Napa Valley Grapegrowers’ annual Harvest Press Conference delivers one of the most anticipated conversations of the year — a real-time look at how the vintage unfolded across the valley. This season’s discussion reveals a clear theme: a vintage worth waiting for, when patience was rewarded.

Meet the Panelists: this year’s panel brought together some of Napa Valley’s most respected voices in winemaking and viticulture. Their insights paint a vivid picture of how growers and winemakers navigated a year defined by precision, timing, and trust in the vineyard. Moderated by Jonathan Cristaldi, veteran wine journalist who writes for Decanter, Cristaldi & Co., Somm Journal, and Tasting Panel.

Together, these panelists reflect the resilience and shared commitment that define our agricultural community, especially in a year where every decision mattered.

Hear directly from the experts who shaped this remarkable season. Their firsthand observations capture the nuance, discipline, and collaboration behind the 2025 harvest. ​As we celebrate this year’s accomplishments, we also honor the people: growers, farmworkers, winemakers, and partners, who ensure Napa Valley continues to thrive. Their dedication is what transforms a challenging year into a vintage worth waiting for.

In this episode of Grown in Napa Valley, guest host Jonathan Cristaldi presents highlights from the 2025 Napa Valley Harvest Press Conference, presented by the Napa Valley Grapegrowers and Napa Valley Vintners,  joined by growers and winemakers Ashton Leutner, Mayan Koschitzky, Nate Weis, and Megan Gunderson. They unpack a cooler, steady 2025 growing season shaped by early rains, slow canopy development, minimal heat spikes, and strong fruit set. With phenolic ripeness outpacing sugar accumulation, the panel notes vibrant color, natural acidity, and balanced alcohol across the vintage.

They discuss the year’s key challenges — elevated mildew pressure and a stop-and-start harvest caused by intermittent rain — and share how tight spray intervals, spore-trap monitoring, and thoughtful canopy work helped maintain fruit quality. Market shifts also left some fruit unharvested, creating an opening for growers to redevelop vineyards, adjust crop loads, and focus on long-term soil and plant health.
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The conversation turns to the Pickett Fire, which produced highly localized smoke impacts. Thanks to improved air-quality tools and advanced ETS smoke-taint testing, growers were able to assess risk with far more precision than in past fire years. Early takeaways from the panel point to a distinctive, expressive 2025 vintage — wines with strong color, refined tannins, and clear AVA character — underscoring a maturing Napa Valley rooted in adaptation, stewardship, and continuous learning.

• “Patience was rewarded this year. Moderate alcohols, more acidity… it’s going to be a classic Napa style we haven’t seen in a while.” - Nate Weis
  
• “Napa is maturing. We’re finally trusting our sites and our vintages — showcasing why each year is different instead of trying to make everything the same.” - Mayan Koschitzky 
  
• “This was an ideal year for extended maceration. With lower seed tannin, we could sit on the skins longer without getting bitterness — the wines are beautiful.” - Ashton Leutner
  
• “In a cooler vintage, the differences between our growing regions are much more apparent — 2025 has real distinction across the valley.” - Megan Gunderson 
  
• “I hope future listeners see this as a snapshot — a time capsule of how the 2025 growing season truly unfolded.” - Jonathan Cristaldi
  

The realities of grape growing are shifting. From rising input costs and labor challenges to market uncertainty and tightening winery contracts, Napa Valley growers are navigating one of the most complex business landscapes in recent history. Recognizing these challenges, the Napa Valley Grapegrowers (NVG) had the foresight to apply for federal support through the USDA’s Extension Risk Management Education (ERME) program.

This grant directly funds grower services throughout 2026, helping NVG members strengthen the financial, marketing, and legal foundations of their vineyard businesses.

Grant-funded services will be available to growers throughout 2026, designed to build business resiliency and long-term sustainability. To be eligible for complimentary one-on-one services, we encourage growers to attend the corresponding Business of Vineyards webinar in their area of interest. That way, participants can receive:

• An in-depth Business of Vineyards webinar focused on financial, marketing, or legal strategies.
• Personalized one-on-one consultations with financial advisors, marketing experts, or attorneys—​valued at up to $45,000 in total support for the grower community.
• Access recordings, templates, and tools to apply new strategies directly to their vineyard operations.

* or until program funds have been fully utilized.

December 2, 2025: Financial Resiliency
In today’s complex agricultural environment, making informed decisions is more important than ever. Declining revenue and rising expenses challenge even the most seasoned growers, making it essential to adjust costs to maintain profitability. But how do you know where to start?
Join us for a practical conversation on vineyard economics, including how to evaluate costs, identify savings, and plan for long-term profitability. Jon Moramarco of bw166 will offer his perspective on the financial realities growers are facing today, providing context and tools to support confident, data-driven decision-making. Following Jon’s presentation, Brotemarkle & Davis will provide an overview of their financial services and resources available to growers.
Attendees will be eligible to receive personalized insight into your vineyard’s costs, revenue, and profitability potential with Brotemarkle & Davis. 

January 20, 2025: Marketing Resiliency
The market for wine grapes continues to evolve, and growers are being asked to do more than ever to stand out. Success today requires more than great fruit, it demands a clear understanding of how to position your vineyard, tell your story, and build lasting partnerships with wineries.
Join us for an inspiring and practical session with Michael Cuffe, Napa native and founder of Napa Valley Creative Agency. Drawing from his experience with Visit Napa Valley and years of producing content that celebrates our region, Michael will share how to effectively market your vineyard, build visibility, and position your brand in a changing marketplace. You’ll learn what today’s buyers and consumers are looking for—and how to authentically communicate the value of your vineyard.
Attendees will be eligible to work with Michael Cuffe for personalized marketing audit designed to help you market your vineyard more effectively. 

February 10: Legal Resiliency
​The legal aspects of farming are more complex than ever, especially when it comes to grape sales agreements. Whether negotiating an existing contract with a winery or securing a new one, understanding the legal implications of these decisions is essential to minimizing risk and ensuring the long-term success of your operation.
Scott Greenwood-Meinert of Coblentz, Patch, Duffy & Bass LLP will share insights on navigating grape sales agreements, addressing common challenges, and strategies for protecting your vineyard’s legal interests in an evolving marketplace.
Attendees will be eligible to work with Coblentz, Patch, Duffy & Bass LLP for personalized legal support tailored to the needs of your vineyard operation. 

Please note: For all services, we may not be able to accommodate everyone. If demand is high, small producers will be given priority.

As harvest wraps up across the valley, many growers are shifting focus to vineyard redevelopment, and this year, more acres than ever are being removed and replanted. With those pulled vines come piles ready for burning, and the permissive Crop Replacement burn season, the question becomes: how do we manage them responsibly?

It’s easy to understand the impulse to light up on the first clear, burn-authorized day. But when everyone acts at once, the valley fills with smoke, visibility drops, and what could have been a series of clean, well-timed burns turns into what looks like a valley-wide event.

As growers and stewards of this land, we share a collective responsibility to protect air quality — for our neighbors, our crews, and the greater community. A little coordination goes a long way.

​Here are a few simple ways to help keep the air clear:

1. Talk to your neighbors. If you know nearby vineyards have also been pulled, coordinate your burn days so fires are staggered. A quick text or phone call can make all the difference.
2. Connect through your AVA group. Local AVA meetings or email lists are great ways to share plans. If several growers are planning burns, consider spreading them out over several days.
3. Cover your piles if you can wait. Tarping piles keeps them dry and ready for cleaner, more efficient burning later in the season.
4. Be weather-smart. Always confirm with the Bay Area Air Quality Management District (BAAQMD) before burning and follow their daily authorization updates to avoid temperature inversions or poor dispersion conditions.
5. Consider alternatives. Explore chipping, grinding, or other biomass management options.

 
Every grower wants to do the right thing, sometimes it’s just about slowing down, looking around, and remembering that we all share the same air.
 
Learn More
For details on permitting, air quality notifications, and best practices for vineyard burning, visit NVG’s Agricultural Burning resource page.
 
Local Contractors
David Eakle, Eakle Construction
(707) 965-3610 ext. 101
 
Johnny White, Pina Vineyard Management
(707) 486-2198
 
Manuel Rios, Rios Farming Company
(707) 965-2587
 
Mark Neal, Jack Neal & Son, Inc.
(707) 963-7303
 
Matt Weinert, High Demand
(707) 227 - 6119

In this episode of Trellis Talks, Caleb Mosley sits down with soil scientists Dr. Paul Anamosa and Dr. Nick Madden to explore their 2023 paper, “The Other White Rock in Coombsville Vineyards.” The conversation unpacks the geological mystery and viticultural significance of diatomaceous earth found in the Coombsville AVA—a lightweight, silica-rich sediment formed from freshwater algae in an ancient caldera lake. Anamosa and Madden discuss how these unique soils, often mistaken for volcanic ash or bentonite, impact vine growth, emphasizing their low pH, high aluminum toxicity, and unusual water retention characteristics. They explain how proper soil analysis and management—particularly the use of gypsum and lime—are crucial for successful vine development in these challenging conditions.
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The episode also delves into the broader story behind their collaboration, from international development work to building one of Napa’s most extensive soil pit databases. As Paul transitions into retirement, he reflects on the importance of mentorship and passing on deep technical knowledge to the next generation of consultants like Nick and their colleague Scott Nippelmeyer. Their combined efforts promise a new era of viticulture grounded in science, innovation, and deep respect for Napa Valley’s complex terroir.