From Vine to Glass: Driving Success in the Wine Industry

Enrique Morgan, Managing Director of The Americas, Accolade Wines

In an interview with Food Business Review, Enrique Morgan, Managing Director of The Americas at Accolade Wines, discusses the various strategies and resources that can bring a fresh and contemporary perspective to the wine brokerage industry, while also revitalizing customer engagement.

As a senior executive in the wine-making space, could you elaborate on your experience within the construction industry so far?

With over two decades of experience in the wine industry, I have cultivated my expertise and honed my skills to understand the intricate relationship between food and wine. Beginning my journey as a merchandiser and assistant merchandiser at Gallo Sales Company in California, I gained invaluable insights into the wine business. My career then led me to Constellation Brands, where I expanded my knowledge in domestic marketing and sales, while also venturing into Asian and Canadian markets. I later spent eight years at Treasury Wine Estates, focusing on developing the US market. Now, at Accolade Wine Brands, I oversee our entire North American business as a wine producer and supplier. My extensive experience positions me as a trusted leader in the industry

What are some of the necessary steps for promoting sustainability in the wine manufacturing model across the region?

Sustainability practices are paramount in the wine industry, offering benefits that align with consumer demands and contribute to longterm success. While winemaking involves external factors, the focus on sustainable grape-growing practices is prevalent. Sustainable growers prioritize methods that minimize costs associated with energy, water, and chemicals. This commitment to sustainability reduces expenses, making it economically advantageous. 

Moreover, consumers actively seek out products that prioritize environmental responsibility, making sustainability a significant factor in purchasing decisions.

What are some of the innovative measures that can drive market growth in the coming years?

The current trend in the wine industry is a shift towards focusing on what the brand represents, rather than solely emphasizing its history or technical attributes. While aspects like terroir, aging techniques, and fermentation styles have traditionally been the focal points of discussions in the wine manufacturing space, these intricate details may not engage the majority of wine drinkers who are seeking a more accessible experience. As consumers become increasingly time-constrained, they may not have the luxury or inclination to explore the intricacies of wine.

To address this shift, wine brands need to establish a genuine connection with consumers on a different level. By presenting a brand story that consumers can relate to, such as sustainability efforts or affiliations with celebrities or causes, wine brands can establish a connection that goes beyond technical aspects.

"The fine balance between maintaining the essence of a product while adapting to meet consumer expectations is a significant challenge in the wine industry"

How is technology helping you modernize the traditional process of winemaking?

The impact of technology on the production of wine has been transformative, revolutionizing everything from grape sourcing to vineyard management and quality prediction. Today, we have advanced capabilities that allow us to better understand soil fertility, water availability, and nutrient content, enabling us to make more informed decisions about which grape varieties and clones to plant in specific areas.

Monitoring plant health and fruit development is another area where technology has made significant strides. By using innovative tools, we can closely monitor and analyze how plants are responding to their environment, ensuring they thrive and produce high-quality grapes. After all, around 80% of a wine’s quality stems from the quality of the grapes. 

The mantra “happy plants, happy grapes, happy wines” highlights the importance of nurturing the vineyard ecosystem.

In the production process, technology plays a crucial role in maintaining control and consistency. From fermentation management to temperature control, technological advancements enable us to optimize the winemaking process and ensure quality standards are met.

Could you speak on some strategies you are currently implementing to drive customer engagement in the wine industry?

The fine balance between maintaining the essence of a product while adapting to meet consumer expectations is a significant challenge in the wine industry. It requires a keen understanding of the target consumer, their preferences, and their expectations. The goal is to effectively communicate the brand’s message and connect with consumers without compromising the core DNA of the product.

One example of striking this balance is the partnership between Accolade Wines and James Harden Wines. As the consumer base expands and evolves, the branding and messaging need to be continually tailored to resonate with the target audience. However, it is crucial to preserve the true essence and origin of the brand and the wine itself. This means finding ways to speak a language that aligns with the consumers’ preferences while maintaining the integrity of the product.

On a closing note, do you have any advice for CXOs and emerging leaders in the wine industry to enhance their ability to effectively address the challenges they face and position themselves for success?

The objective of the wine industry should be finding ways to progress without losing the essence and culture that we have always cherished. It requires a keen understanding of the current times and being respectful of the changes and demands within the industry. Developing successful wine brands takes time, passion, and an unwavering commitment to ethical practice.