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Robert P. KochPresident and CEO, Wine InstituteNABCA Board of DirectorsJanuary 7, 2008: 

Robert P. Koch President and CEO, Wine Institute NABCA Board of Directors January 7, 2008

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Mission: “to initiate and advocate public policy to enhance the environment for the responsible consumption and enjoyment of wine” 959 wineries, 118 Associate Members Offices in San Francisco (HQ), Washington DC, Sacramento, six state regional and 12 international offices

Member-Driven: 

Member-Driven Five Officers: Chairman: Jay Indelicato 1st Vice Chairman: Margaret Duckhorn 2nd Vice Chairman: Ray Chadwick Treasurer: Tom Klein Secretary: David Kent 40 Board members (+ 40 alternates)

Departments: 

Departments State Relations Sacramento Federal Relations International Legal Communications Member Relations Finance & Administration

State Relations: 

State Relations Advocates for wine in all 50 states No state excise tax increase on wine in any state in 2006 or 2007 Since the Supreme Court ruling in May 2005, expanded legal direct-to-consumer shipping from 26 to 34 states representing 80% of U.S. adult population Wine Institute supports self-distribution when it is challenged

Sacramento: 

Sacramento Defeat all taxes and fees targeting wine Regulatory agencies (air, water, labor) Environmental pressures Legislature - Appropriations (Pierce’s Disease/GWSS, Vine Mealybug, Light Brown Apple Moth)

Sacramento Legislative Day: 

Sacramento Legislative Day

Sustainable Winegrowing Program: 

Sustainable Winegrowing Program Wine Institute/CAWG (winegrape growers) partnership Built on regional initiatives Self-assessment workbook CA Sustainable Winegrowing Alliance 230 workshops, 5000 participants, 1160 wineries and vineyards self-assessing operations Participants represent 55 percent of 522,000 acres and 63 percent of 273 million cases of wine produced in the state Developing third-party Certification to strengthen program

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Global leaders in sustainable winegrowing; long-term sustainability of the California wine community SWP Vision

Federal Relations: 

Federal Relations Regulatory work with Treasury, TTB, HHS, FDA, USDA, FTC, USTR Defeat all taxes and fees targeting wine At forefront on immigration reform, labeling issues, Farm Bill International trade– US/EU Wine Accords, Korea FTA, Australia FTA, World Wine Trade Group

Federal Relations: 

Appropriations: Pierce’s disease containment, control and research Market Access Program funding Specialty crop grants Federal Relations

Annual Washington Week: 

Annual Washington Week

Annual Washington Week: 

replace with photo of President Bush and Secretary Rice Annual Washington Week

Export Promotion: 

Export Promotion Promotional events in 27 countries (trade shows, tastings, retail promotions) Trade missions to Japan, China, Hong Kong, Mexico and Canada Full-time staff in the U.K., Canada, Europe, Germany and Japan. Represented in Denmark, Sweden, Taiwan, China, Hong Kong, Singapore, Korea, Mexico Trade and media visits to California wine regions

U.S Wine Exports 1986-2007(in Millions of Dollars): 

U.S Wine Exports 1986-2007 (in Millions of Dollars)

2006 Major Export Markets: 

2006 Major Export Markets UK - $269 Million Non-UK EU Countries - $218 Million Canada - $190 Million Japan - $72 Million Mexico - $17 Million 125 wineries participate in WI export program and export to 165 countries.

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Wine Institute’s Ad Code at Work: A real life application

California First Program: 

Governor’s Proclamations California Wine Rush Events Major retailer and restaurant partners Website: http://www.californiawineevents.com Publicity and Lifestyle Media Tour New Wine and Food Campaign with California Travel and Tourism California First Program

California Tourism Partnership Update: 

California Tourism Partnership Update Five-year partnership to launch new wine and food campaign in U.S. $12+ million program in first three years Cornerstone is 30 second TV spot with Governor and First Lady Elements: TV, print, wine and food website, special events, media tours, PR Launch February 08

California Wine & Food Campaign: 

California Wine & Food Campaign $2.4 million schedule in Spring 2008 New York launch event January 29 National Network & Cable television Including Bravo, Fine Living, Food Network, The Learning Channel, Travel Channel Additional $1 million in print advertising Gourmet, Bon Appetit, Wine Spectator and many others