Wines & Vines Home
   
 
Welcome Guest
LOGIN |  CREATE ACCOUNT
 
ADVERTISEMENT
 
 
 
05.10.2013  
 

Wineries Rock at Napa Festival

Five-day BottleRock concert-comedy series places emphasis on wine

 
by Andrew Adams
 
 
bottlerock festival
 
General manager Rory Clements said that as of Thursday night Cairdean Vineyards had sold 50 cases of wine at the BottleRock music festival in downtown Napa.
 
Napa, Calif.—About a hour into the Primus performance Thursday night, lead vocalist and bassist Les Claypool encouraged guitarist Larry “Ler” LaLonde to offer the “most sophisticated guitar lick you know” to the audience of “sophisticated wine-drinking people” assembled in front of the stage.

“They want to hear some French Laundry music,” Claypool, whose acerbic wit is infused into the band’s music, said referring to the famous restaurant in nearby Yountville, Calif.

LaLonde’s guitar solo elicited a raucous response from the several thousand fans packed into a corner of the Napa Valley Expo grounds at the BottleRock music festival in downtown Napa. The event is a somewhat incongruous pairing of rock music and fine wine. Nearly 40 wineries are participating in the festival, which organizers are claiming offers a level of food and wine unseen at most other events.
bottlerock festival pouch
 
California blend Reverb Red is packaged in a pouch custom labeled for BottleRock. "It was pretty clever for a concert beverage," said Kelsey Orlando, who attended the opening night show Wednesday. "No spilling!"

While many in the crowd Thursday were clutching beers, the wine booths ringing the concert grounds were still doing a brisk trade, and single-serve wine pouches similar to Capri Sun—but filled with Bottlerock “Reverb Red,” a California blend—were particularly popular.

City Winery coming to Napa
Rock music and wine is the focus of City Winery, which currently operates two winery and music venue operations in New York, N.Y., and Chicago, Ill. The company is at BottleRock touting their plans to open a third venue in downtown Napa.

CEO Michael Dorf said he’s looking at two locations, adding that it’s too early to be any more specific. He said when he heard about a festival in Napa combining good food, fine wine and live music, his reaction was: “Wait a minute, that’s our tagline.”

Dorf said he quickly got in touch with organizers to sponsor a booth serving the winery’s draft wines as well as start building relationships with the Napa community. City Winery produces 5,000 cases per year at its New York location and another 500 in Chicago. The winery brings in grapes from California, Oregon and even Argentina to make wine onsite.

He said plans for the Napa location would be much different. “We are not making wine in Napa,” he said. Instead, Dorf said the goal would be to strengthen relationships with his grape suppliers in the valley. City Winery Napa would serve more than 30 wines on tap, which would all be made by wineries in the area.

Local officials, including Napa Mayor Jill Techell, have been encouraging so far, and Dorf is quite bullish on the future growth of the city of Napa as a destination spot for people looking to enjoy wine and good music.

Dorf said he’s pretty confident he could get his 300-seat Napa location opened by the start of 2014. He said marketing to a crowd of wine tasters on a wine country day trip or weekend will be a bit different than the urban audiences who are now filing into his New York and Chicago, locations but Dorf said the crowd at BottleRock encouraged him.

At the event, which continues through Sunday, musicians are performing on three stages that ring a central food court and food trucks. Comedians are performing live stand-up routines in a building dubbed the “Comedy Closet.”

Miner Family Winery, which is based in Oakville and produces 30,000 cases per year, is sponsoring a full stage. The Violent Femmes performed on the Miner Family Winery Stage Thursday evening, and Blues Traveler is one of the bands slated to perform there tonight.

On Wednesday the Miner stage featured a performance by The Silverado Pickups, a band comprised of wine industry veterans including Jeff Gargiulo, owner of Gargiulo Vineyards on lead and rhythm guitar, David Duncan, the president and CEO of Oakville, Calif.-based Silver Oak Cellars on lead and background vocals, and Dan Zepponi, part owner of Valley of the Moon Winery, playing lead guitar.

The Black Keys headline tonight’s line up on the largest stage, followed by Kings of Leon on Saturday and the Zac Brown band Sunday. For a complete lineup of musicians and other information visit bottlerocknapavalley.com.

Wineries playing active role
A crowd of thousands flowed from stage to stage Thursday evening. In between concerts, groups of mainly older patrons filed into the wine booths. Each winery is equipped with a full tasting bar, credit card and cash point-of-sale system as well as additional table and lounge seating in each booth. The spacious areas essentially provide a tasting room experience at a rock concert.

Some of the wineries were attracting a younger, boisterous crowd with added entertainment. Domaine Chandon’s booth had a ping-pong table that lured a line of young rockers.

At the Cairdean Vineyards tent, the winery’s general manager Rory Clements said the event had been amazing. Owners Stacia and Edwin Williams are currently building a tasting room for their winery in St. Helena, so Clements said the festival “is kind of our coming-out party.”

She said the people coming through the booth were definitely interested in wine, and she was somewhat surprised by how many wine club memberships she had sold. While there had been a few minor glitches with the Internet and getting enough ice for the white wines, Clements said the BottleRock staff was quick to address any issues. “They’re doing a great job,” she said.

So far, Clements said the winery had sold more than 50 cases of wine, and she was quite optimistic about what the weekend would bring. “We can’t wait to come back next year and do it again,” she said.

Wine and rock music may not be that incongruous of a match. After all, Claypool of Primus fame is the owner of Claypool Cellars in Sebastopol, Calif., a boutique Pinot Noir winery that makes about 500 cases a year.

SHARE »
Close
 
Currently no comments posted for this article.
 
CURRENT NEWS INDEX »


 
Wines & Vines Home
 
866.453.9701 | 415.453.9700 | Fax: 415.453.2517
65 Mitchell Blvd., Ste. A San Rafael, CA 94903
info@winesandvines.com
Wine Industry Metrics
 
Off-Premise Sales » Month   12 Months  
October 2014 $570 million
6%
$7,775 million
6%
October 2013 $539 million $7,342 million
     
Direct-to-Consumer Shipments » Month   12 Months  
October 2014 $284 million
18%
$1,751 million
13%
October 2013 $240 million $1,556 million
     
Winery Job Index » Month   12 Months  
October 2014 139
6%
226
18%
October 2013 131 192
     
 
MORE » Released on 11.13.2014
 
 
 
 
 
 
 
 
 
 
 
 
 
 

 
 

Practical Winery & Vineyard Library
 
Search the PWV archive »
 
 

Direct To Consumer
Wine Shipping Report
2014
 
Download full report »
 
 

CALENDAR
  • November 16-23
     
    San Diego Bay Wine + Food Festival
     
  • November 19-23
     
    Flavor! Napa Valley
     
  • November 20-22
     
    Grand Rapids International Wine, Beer & Food Festival
     
  • November 24-25
     
    World Bulk Wine Exhibition
     
  • MORE »
 

READER COMMENTS
 
Article: Kluge Saga Continues in Virginia »
 
Not everybody likes Pat Kluge, but she and Moses built a first class winery /...
Reader: Josh Moser
 
Article: Canada Adapts to Kegged Wines »
 
I am a wine agent in Manitoba & there certainly are kegs of cider here....
Reader: Guest
 
Article: What's Your Winery's IP Worth? »
 
If you would like more information on this seminar please visit The Seminar Group's website....
Reader: Danielle Bingham
 
Article: DtC Is Lifeblood of Wineries, Banker Says »
 
Seems like another locical option would be to have more small niche distrbutors. Consolidation of...
Reader: Guest
 
Article: Tasting Wine From PD-Resistant Grapes »
 
Congratulations Andy! Lots of grapebreeders and southern growers will be looking through the catalogs. i...
Reader: Guest
 
 


Directory/Buyer's Guide — Your Wine Industry Marketplace
 
 
WINERY SEARCH
 
 
Advanced Search »
SUPPLIER SEARCH
   by Product
 by Company Name or Brand
 
Browse by Category »
2015 Directory/Buyer's Guide
The Wines & Vines Directory and Buyer's Guide
 
 
EXPANDED ONLINE SEARCH INCLUDED WITH PURCHASE
 
ORDER NOW »
 
LEARN MORE »
 
 
Wines & Vines Magazine
 
 
LEARN MORE »
 
SUBSCRIBE »
 
Digital Edition Now Available!
Wines & Vines Digital Edition Now Available
 
LEARN MORE »
 
ORDER NOW »
 
 
The Wines & Vines Online Marketing System
 
The Industry Standard winery marketing application
 
FREE LIVE DEMO »
 
VIEW VIDEO »
 
 
 
 
Latest Job Listings
 Viticulturist 1 (Grape...
 Modesto, CA
Winemaking and Production
 Assistant Winemaker
 Healdsburg, CA
Winemaking and Production
 Cellar Worker 3
 Napa, CA
Winemaking and Production
 Market Sales Manager
 San Diego, CA
Sales and Marketing
 Pernod Ricard Retail A...
 Cheyenne, WY
Sales and Marketing
 Sales Consultants
 Fairfield & New Haven Counties, CT
Sales and Marketing
 Territory Sales Repres...
 Monterey, CA
Sales and Marketing
 Fine Wine And Spirits ...
 New York, NY
Sales and Marketing
 Accounting Clerk
 King City, CA
Finance
 Experienced Lab Tech/B...
 King City, CA
Winemaking and Production
 
More Job Listings >>
Follow Us On:
 
 





Home  |  About Us  |  Editors  |  Subscribe  |  Print Edition  |  Digital Edition

Advertise  |  Site Map  |  Contact Us  |  Privacy Policy
 
 
Copyright © 2001-2014 by Wine Communications Group, Inc. All Rights Reserved.
No material may be reproduced without written permission of the Publisher.
Wines&Vines does not assume any responsibility for any unsolicited manuscripts or materials.