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© Stephen Rothfeld
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Ahead of the Curve - The Big Brand Called Napa Valley


Brasswood Estate - 3111 St Helena Highway, St Helena, CA 94574


12:00am - 5:30am


Napa Valley is a special place. Our vineyards produce the highest quality grapes in the world and are the cornerstone of the Napa Valley brand as a whole. The health of our vineyard businesses depends on the health of the Napa Valley wine industry, so it becomes critical as vineyard owners, managers, viticulturists and growers, that we are a part of the efforts to elevate the brand that is Napa Valley. Ahead of the Curve 2017 will attempt to look ahead and examine the vineyard’s role in promoting the Napa brand and the quality wines that come from our land.

Ahead of the Curve 2017 features a dynamic group of experts who have been asked to present provocative, thought-provoking, strategies and ideas – questions & highlights include:

  • How can we develop vineyard strategies in light of brand and market trends?
  • What is the role of Napa Valley vineyards and our sense of place in the San Francisco market?
  • Does the vineyard story give our wine brands authenticity? And, how important are vineyard identities and/or sub-AVAs to brand marketing strategies?
  • Napa is ahead of the curve when it comes to wages, benefits and social equity efforts for farmworkers – should this be incorporated into our stories? What else could we be doing to support Napa’s farmworker community?
  • With the high costs of land, how do you make buying a vineyard in Napa a sustainable business venture?
  • And more!


Registration begins at 7:30 a.m. with coffee and pastries. Lunch included in ticket price.

Moderated by Kelli White, Sommelier and author of Napa Valley Then & Now

8am – 8:15am
Welcome & Introduction
Remi Cohen, Vice President & General Manager, Lede Family Wines

8:15am – 8:35am
The Big Brand Called Napa Valley – Setting the Stage
Kelli White, Sommelier, Author of Napa Valley, Then & Now

8:35am – 9:05am
Is Napa Valley the Gold Standard for Wages & Benefits?
Dr. Giovanni Peri, Professor of Economics, University of California, Davis

9:05am – 9:25am
How Human Resources and Sustainability Initiatives Affect Our Brand(s)
Maisie Ganzler, Chief Strategy & Brand Officer, Bon Appetít Management Company

9:25am – 10:15am
Do Vineyards & Vintage Really Matter?
Dr. Orley Ashenfelter, Joseph Douglas Green 1895 Professor of Economics, Princeton University

10:15am – 10:30am

10:30am – 10:50am
Family, Land & Brand
Shannon Staglin, President, Staglin Family Vineyard

10:50am – 11:10am
The Napa Valley Brand Among Changing Trends and Demographics
Gillian Ballance, MS, National Education Manager, Treasury Wine Estates

11:10am – 11:30am
The Napa Brand in San Francisco 
Peter Granoff, MS; Owner/Partner, Ferry Plaza Wine Merchant and Oxbow Wine & Cheese Merchant

11:30am – 11:50am
Investing in Napa Valley
John Conover, Managing Partner, PlumpJack, CADE & Odette Estate

11:50am – 12:30pm
Discussion and Q&A

12:30pm – 1:30pm 


This program is partially funded by the USDA Risk Management Education Partnerships Program Grant

NVG Season Pass Event - click here for 2017 Season Pass information.

This event is only available to NVG Members.

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