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Editor's Letter

by Jim Gordon
 

How Important Is Packaging to a Brand's Success?

 
 

WHAT BETTER PLACE than the annual Packaging Issue to announce that the Wines & Vines Packaging Conference is coming back for a second year? Please mark your calendars now for Aug. 19 in Napa, Calif., where the second annual one-day conference and trade show focusing exclusively on wine packaging will convene.

 
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Viewpoint

by Gabriel Froymovich
 

How to Get the Most From an AVA Appraisal

 
 

Winegrowers in well-regarded appellations have been neglecting to make the best investment they can: the amortization of their vineyard’s appellation value. When a grower purchases a vineyard, he purchases not only the land and the vineyard planted on it, but also an intangible asset—the right for his grapes to be bottled and labeled with the name of the American Viticutural Area (AVA).

This distinction is important, as land cannot be depreciated as an expense against income. The intangible asset’s value, however, can be amortized over the course of 15 years. This rule applies to any vineyards purchased after 1993. It only applies to vineyards whose appellation actually creates value beyond what the land itself creates. For instance, vineyard land does not sell for a premium because it is in the Madera AVA, but it does sell at a premium because it is in the Oakville AVA. The former has no AVA value to appraise and amortize; the latter most certainly does.

 
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Wine Industry Metrics
 
Off-Premise Sales » Month   12 Months  
April 2015 $627 million
5%
$8,028 million
5%
April 2014 $595 million $7,623 million
     
Direct-to-Consumer Shipments » Month   12 Months  
April 2015 $184 million
17%
$1,890 million
15%
April 2014 $157 million $1,649 million
     
Winery Job Index » Month   12 Months  
April 2015 406
34%
252
19%
April 2014 302 212
     
 
MORE » Released on 05.15.2015
 
 
 
 
 
 
 
 
 
 
 
 
 
 

 

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