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Lift a glass to strengthen the economy
North Carolina's wine industry is growing quickly; new governor can promote its future
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Published: December 20, 2008
Now that my phone has stopped ringing with recorded messages about who I should vote for and why, I have been reflecting on the past election season. Despite all the phone calls and unending political spots on radio and TV, I was and still am confused about what each candidate stood for. Both gubernatorial candidates seem to stand for lower taxes and warned that their opponent would raise taxes. Yet neither candidate mentioned the economic contribution of wine, North Carolina's fastest-growing industry.
Fastest growing? Yes. When Gov. Mike Easley took office eight years ago, there were only 18 wineries in the state; when Gov.-elect Bev Perdue takes office, there will be about 85. The latest figures available for 2006 show that the state's wine business generated over $800 million in economic activity. This amount is derived from wine sales as well as building expenses, equipment purchases, supplies and tourism. In fact, it is estimated that wine tourism accounts for about 15 percent of the total, or $120 million.
Many of the tourism dollars are generated from out-of-state visitors who will drop by a winery on the way to visit family or to see other sights. Of course, an increasing number of tourists travel specifically to North Carolina just to visit wineries, adding the most to our economy since they also purchase food, lodging and other items during their stay.
The growth in wine consumption, wine tourism and the economic contribution derives from the continuing improvement in the quality of North Carolina wines. First, our older wineries have established vineyards capable of producing more flavorful grapes from the mature vines. It takes at least five years for vines to be capable of producing richer flavors and, therefore, more complex wines. This is the same evolution that California went through in the late 1960s and '70s.
Second, more wineries mean more opportunities for young people to work in vineyards and get experience making fine wines. Schools in North Carolina are preparing winemakers with formal degree programs. This formal education is important since a winemaker never gets the exact same grapes each harvest. The weather is one of the most important factors in the quality of the grapes, and weather patterns vary from year to year.
Third, consumers are becoming more interested in wine and seek out the higher quality wines, so producers are working hard to satisfy consumer demand. As the quality of North Carolina wine increases and the number of wineries and vineyards grows, the economic impact will become even larger. It is reasonable to expect that Gov. Perdue will see an economic impact exceeding $1 billion during her first or second year in office.
So far our state government has had minimal involvement in promoting the wine industry, due in part to the opposition of some religious groups to the consumption of alcohol. Yet wine drinkers seldom cause problems, because their interest is in the quality of the wine, not just the quantity. Why have state officials not been more proactive about promoting this rapidly growing industry? Perdue has the opportunity to take the lead in promoting our state's products, especially North Carolina wines.
The governor has the bully pulpit to publicly advance the importance of the industry to our state's economy and to promote the quality of our wines. When was the last time a governor attended the opening of a new winery? When was the last time a governor attended a wine festival? These are the challenges for our new governor. Gov.-elect Perdue should join with the leaders of the state's wine industry who have done their share to promote North Carolina wines and tourism.
Here are a few suggestions for the governor to consider:
□ Speak proudly and often of the quality of our wines and the positive effect on our state's economy and tax base.
□ Be an outspoken supporter of the educational institutions preparing our current and future vineyardists and winemakers: Surry County Community College, Appalachian State University and N. C. State University.
□ Advocate new marketing initiatives that will enhance consumers' understanding of the importance to North Carolina of this agricultural product.
When Perdue takes office, we will be the 10th-largest state in wine production. With her support and legislative support, North Carolina could move up to eighth place by the end of her first term.
■ Bruce Heye is a wine educator and writer who lives in Lewisville.
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