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Introducing the wine class
Course: VEN 101C 91861, Spring 2009School: UC Davis
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WineManagement,Marketsand 3/31/2009 BroadCourseGoals Economics ARE198028&VEN198002 JamesT.Lapsleyand DanielA.Sumner Learntoviewthegrapesandwineasproductsthat respondtosupplyanddemandforcesandwineries asbusinessesthatrespondtoprofitopportunities andchallenges Gainunderstandingofwineasaglobalbusinessand whereCaliforniafitsintheglobalwineeconomy Learntoappreciatethebackgroundandcontextof...
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WineManagement,Marketsand 3/31/2009
BroadCourseGoals Economics
ARE198028&VEN198002 JamesT.Lapsleyand DanielA.Sumner
Learntoviewthegrapesandwineasproductsthat respondtosupplyanddemandforcesandwineries asbusinessesthatrespondtoprofitopportunities andchallenges Gainunderstandingofwineasaglobalbusinessand whereCaliforniafitsintheglobalwineeconomy Learntoappreciatethebackgroundandcontextof thecurrentindustryandhowtheindustryevolved Learntoapplysometoolsofbusinessandeconomic analysistothemarketsforgrapesandwine
CourseGoalscont.
Learntocalculate:
Effectofcurrencychangesonpricesor profitability CostofGoods Distributioncostsandmargins
CourseGoalscont.
Learnfactorsthataffectthepriceofwine(or areassociatedwithprice) Learnstrategiesforbranddifferentiation LearnstructureofUSwineindustry Understandinteractionsoffactorsthat determinebusinessprofitabilityingrapeand wineproduction
Learnrolesof
Substitutionindemand Driversandtrendsingrapeandwineprices
1
3/31/2009
JimLapsley
Ph.D.Ag.History,UCDavis PresidentandWinemaker,OrleansHillWinery, 19802002 Lecturer,Dept.ofV&E,19902003 AdjunctAssociateProfessor,Dept.ofV&E, 2003present AuthorofBottledPoetry (Historyofthe emergenceoftheNapaValley)
DanSumner
Professor,UCDavisDepartmentofAgriculturaland ResourceEconomicssince1993 DirectorUCAgriculturalIssuesCenter Researchonavarietyoftopicsinagricultural economics,includinggrapeandwineissues Teachinginmicroeconomicsandagriculturalpolicy Nationalandinternationalexperiencein agriculturalpolicyanalysisandadvising includingwinegrapeproductioninSolanocounty
2
3/31/2009
Thebusinessofgrowingandselling FamilybackgroundinCaliforniaagriculture, Grapes
4/1WorldSituation 4/3Supplyand DemandinGrapes 4/6Californiagrowing regionsandusingthe CrushReport 4/8Grapesasan agriculturalcommodity 4/10Demandand plantingcycles 4/13Climatechange andCalif.Viticulture 4/15theinteractionof landpricesandgrape prices 4/17Costsof establishmentand operation 4/20Sustainable viticulture
Thebusinessofmakingandselling Wine
4/22Structureofthe U.s.wineindustry 4/24Whatdetermines thepriceofwine? 4/27Understanding CostofGoods 4/29Exports,imports andcurrencychanges 5/1ReviewSession 5/4MIDTERM 5/6Distributionand thelaw3tiervs. direct 5/8Howdowineries differentiate themselves? Demandand substitution
MoreWineBusiness
5/13Winescarbon footprints 5/15Whatsensory sciencetellsusabout consumerpreferences 5/18TheU.S.wine consumer 5/20Marketingluxury (expensive)wines 5/22Hedonicanalysis ofwineconsumption 5/25MEMORIALDAY 5/27Classdiscussion: Doeswinequalityexist? 5/29Winery profitability 6/1FiddleheadCellars 6/3CourseWrapup
ExpectationsandGrading
Lectures,readingsandungradedshortassignmentsto encourageyourinteractionwiththematerial Materialswillbepostedonsmartsite Pass/NotPass 1unit readmaterials,attendlecturesand participate;completesomeassignments 3unitsPassmidtermandfinaltodemonstratesome masteryofmaterial Lastyearsexamsandsampleswillbeposted
Finalexam:Thursday,June11,13PM
3
3/31/2009
FINALEXAM
Thursday,June11,13PM!
Questions?
4
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UC Davis - VEN 101C - 91861
4/29/20092008:TotalUSwineries:6101StructureoftheU.S.IndustryJimLapsley April29,2009Source: Wine Business Monthly Feb. 2009Letsdosomeaverages! 2008U.S.salesofCaliforniawinewere 182.7millioncases(9Lcaseequivalents) WineBusinessMonthlyreportsthattherea
UC Davis - VEN 101C - 91861
The Ten Year ItchThe Great Grape Cycle, ReduxProduction (1,000 Tons) 800 700 600 500 400 300 200 100 0 75California ChardonnayThis Time, Its Different.?$1,300Vineyard and Land Values U C DavisMonday, April 15, 2009$1,100 Price per Ton$900$700$5
UC Davis - VEN 101C - 91861
Weather,Climate,Characteristics andPricesofWinegrapesWineMarkets,ManagementandEconomics Spring2009Calanit Bar-Am University of California, Davis1PresentationOutline Factorsaffectingcharacteristicsandpricesof winegrapes. Californiawinegrapemarketandpr
UC Davis - VEN 101C - 91861
3/31/2009Wheredothenumberscome from? WineinaGlobalContextJimLapsley,Ph.D.Dept.ViticultureandEnology,UCDavis UniversityExtension,UCDavis Oiv.int USDAFASAttachereports Oh,andwhattheheckisaHectoliter?13/31/2009LectureObjectives Reviewworldtrendspast2
UC Davis - VEN 101C - 91861
A QUICK OVERVIEW OF SUPPLY AND DEMAND APPLIED TO WINEWine Management, Markets and Economics University of California, DavisSpring 2009 Daniel A. Sumner1Economics is supply and demandBehind the supply side are production and costs Behind the demand si
UC Davis - VEN 101C - 91861
Hedonic Price Analysis of California WineDaniel Sumner and Hyunok Lee Wine Management, Markets and Economics April 22, 2009Statistical Analysis of wine prices Generally Pit = a + bAit + cVit + dSit + fAGEit + eit This linear regression specification he
UC Davis - VEN 101C - 91861
4/24/2009Objectives Whatgoesintocostofgoods? Compare3wines:CabernetfromCentral Valley,CentralCoast,andNapa HowtocontrolcostsWineryCostofGoods(COGS)April22,2009 AdaptedfromlecturebyMattFranklinSampleIncomeStatementSales Cost of wine sold: Grapes and
UC Davis - VEN 101C - 91861
Monday Mar 29 Introduction, concepts Apr 5 Buffer problemsWednesday Mar 31 Thermodynamic sFriday Apr 2 H2O, pH, and buffe r s Apr 9 Protein structu r eApr 7 Amino acid sApr 12 Mb, Hb, and allostery FIRST MIDTERM EXAM (through Apr 16 lectu r e ) Apr 26
UC Davis - VEN 101C - 91861
Lecture 2 Bioenergetics (Thermodynamics) Why do cells require energy? Cellular level Move Grow Homeostasis (e.g., 37oC, 30 mmHg) Molecular level Ion transport; reversible bond formation Synthesis/polymerization Heat production/entropy reductionMolecular
UC Davis - VEN 101C - 91861
Lectures 3,4 Water and pH Water is essential for life; and it has unusual physical properties related to the weak forces that connect atoms covalent: strong (142 O:O- to 946 N:N, -C:C- 343 kJ/mol; 0.15 nm) hydrogen: weak (12-30 kJ/mol ; 0.3 nm; combine tw
UC Davis - VEN 101C - 91861
Lecture 5 Introduction: Protein functions Enzymes (catalysts) Transporters (membrane spanning) Nutrient storage (C,N sources) Structure (tensile strength) Contraction, motion Defense (antibodies, venoms) Regulation (of catalysis, transport, motion) Other
UC Davis - VEN 101C - 91861
Lecture 6 Protein structure Introduction Primary structure: amino acid sequence, covalent (peptide) bonds Secondary structure: -helix, -sheets, repeating H-bonds Tertiary structure: side-chain bonds: H-, ionic, hydrophobic, VdW, disulfide (within chain) Q
UC Davis - VEN 101C - 91861
Lecture 7 Protein Structure (continued) Quaternary structure Multiple subunits held together by the same forces as for tertiary structure Classes: homomultimersheteromultimers identical subunitsnonidentical subunits isologous interactionsheterologous inte
UC Davis - VEN 101C - 91861
Lecture 8 Protein purification and analysis 1. Initial steps: size, charge/solubility; Assays: activity and protein; specific activity 2. Affinity purification 3. Cloning (in bacteria, yeast, insect cells) with specific induction and secretion Basic/initi
UC Davis - VEN 101C - 91861
Lecture 9 Enzyme Kinetics Consider reaction S -> P [ P] uncatalyzed time Enzyme-catalyzed reaction E+Sk1 k -1catalyzedESk2 k -2E+P,k1, k-1, etc are rate constantsAssume initial conditions: ES is formed quickly and [ES] is constant; [P] is small, so
UC Davis - VEN 101C - 91861
Lecture 10 Enzyme inhibition kinetics Review getting and analyzing data: Product vs time for increasing substrate concentrations Initial velocity vs substrate conc. S4 S3 Product S2 Vo V = Vmax [S]/([S]+Km) S1 time [ S] Lineweaver-Burke: 1/ Vo 1/V = (Km/V
UC Davis - VEN 101C - 91861
Lecture 11 Enzyme mechanisms and kinetics Non-catalyzed reaction: S S* PCatalyzed reaction: E+S ES X* EP E+P (where S* is the activated or transition form) Graphically, S* G Ea S P reaction coordinate G E+S ES EP E+P X* Ea1. Enzyme does not affect G bet
UC Davis - VEN 101C - 91861
Lecture 12 Motor Proteins Types (substrate-motor) Linear: Microtubules (tubulin) dynein (+ to -), kinesin (- to +) DNA helicases Microfilaments (actin) myosin Rotary: Bacterial flagella F0F1 ATP synthases Motion depends on flexible 3o structure Reversible
UC Davis - VEN 101C - 91861
Lecture 13 Carbohydrates (and their relatives) Cn(H2O)n 1. metabolic intermediates (C, energy sources: glucose, glyceraldehyde) 2. storage forms (poly-glucose: starch, glycogen) 3. structural materials (cellulose, callose, chitin; also algin, agar, carage
UC Davis - VEN 35 - 91866
OutlineVEN 140 -Spring 2010Distilled Beverage TechnologyFruit Brandies (Eau-de-Vie) and GrappaRoger Boulton 3154 RMI North rbboulton@ucdavis.edu Special Conditions for Fruit Distillates The Fruits Winemaking The Water Bath Method (Bain Marie) The Di
UC Davis - VEN 35 - 91866
VEN 140 -Spring 2010Distilled Beverage Technology Irish, Canadian and American WhiskyRoger Boulton 3154 RMI North rbboulton@ucdavis.eduOutline Ireland, Canada, USA regions Rye and Corn Whiskies Sour Mash The Distillations Bourbon Whiskey Tennessee Whi
UC Davis - VEN 35 - 91866
VEN 140 -Spring 2008Distilled Beverage TechnologyCognacRoger Boulton 1005 Wickson Hall rbboulton@ucdavis.eduOutline The Region, The Companies The Grapes Winemaking The Alembic The Distillation Oak Aging Composition Types of Cognac1The RegionCognac
UC Davis - VEN 35 - 91866
VEN 140 -Spring 2010Distilled Beverage TechnologyBatch Multistage Distillation (Batch Rectification)Roger Boulton 3154 RMI North rbboulton@ucdavis.eduOutline Batch Rectification Reflux and Number of Stages above a Pot Better Separation than Batch (Po
UC Davis - VEN 35 - 91866
VEN 140 -Spring 2010Distilled Beverage TechnologyBarrel Aging of SpiritsRoger Boulton 3154 RMI North rbboulton@ucdavis.eduOutline Barrel Terms Oak Components Extractives during Aging The Oak Lactone Discovery Effect of Proof on Extraction The source
UC Davis - VEN 35 - 91866
VEN 140 -Spring 2010Distilled Beverage TechnologyBinary Multistage Distillation - IIRoger Boulton 3154 RMI North rbboulton@ucdavis.eduOutline Graphical Solution, McCabe-Thiele Diagram Definition of q term Feed Line slope, q/(q-1) Number of stages in
UC Davis - VEN 35 - 91866
VEN 140 -Spring 2010Distilled Beverage TechnologyMulti-component Multistage DistillationRoger Boulton 3154 RMI North rbboulton@ucdavis.eduOutline McCabe-Thiele Example Reflux Ratio vs Number of Stages Multi-component Multistage Column Ethanol, Water
UC Davis - VEN 35 - 91866
VEN 140 -Spring 2010Distilled Beverage TechnologyMulticomponent Batch DistillationRoger Boulton 3154 RMI North rbboulton@ucdavis.eduOutline Multicomponent Batch Distillation Analysis First and Second Distillations MultiBatch.xls Double Distillation E
UC Davis - VEN 35 - 91866
VEN 140 -Spring 2010Distilled Beverage TechnologyBinary Multistage Column DistillationRoger Boulton 3154 RMI North rbboulton@ucdavis.eduOutline Multistage Column Distillation Analysis External Reflux Rate Internal Reflux Rate Operating Lines Stepping
UC Davis - VEN 35 - 91866
VEN 140 -Spring 2010Distilled Beverage TechnologyBinary Batch Distillation - IIRoger Boulton 3154 RMI North rbboulton@ucdavis.eduOutline Batch Distillation Analysis First and Second Distillations Batchdist.xls Double Distillation Example Heads and Ta
UC Davis - VEN 35 - 91866
VEN 140 -Spring 2010Distilled Beverage TechnologyThe Volatility of Secondary ProductsRoger Boulton 3154 RMI North rbboulton@ucdavis.eduOutline Trace Component Volatility K Values Class of Volatiles Effect of Ethanol Significance of K=1 Influence of E
UC Davis - VEN 35 - 91866
VEN 140 -Spring 2010Distilled Beverage TechnologyBinary Batch DistillationRoger Boulton 3154 RMI North rbboulton@ucdavis.eduOutline Batch Distillation Analysis Usually used in the double distillation mode Basis of the most complex and distinctive pro
UC Davis - VEN 35 - 91866
VEN 140 -Spring 2010Distilled Beverage TechnologySingle Stage Continuous Equilibrium DistillationRoger Boulton 3154 RMI North rbboulton@ucdavis.eduSingle Stage FlashThe DoublerIn the production of Bourbon Whiskey, a liquid stream is drawn from the co
UC Davis - VEN 35 - 91866
VEN 140 -Spring 2010Distilled Beverage TechnologyThe Origin of Secondary Volatile ProductsRoger Boulton 3154 RMI North rbboulton@ucdavis.eduOutline Some Natural Volatiles in Plants Volatiles Formed During Pre-Fermentation Treatments Volatiles Formed
UC Davis - VEN 35 - 91866
VEN 140 -Spring 2010Distilled Beverage TechnologyVapor-Liquid Equilibria Non-Ideal Binary SystemsRoger Boulton 3154 RMI North rbboulton@ucdavis.eduVapor-Liquid EquilibriaWant to Calculate the Boiling Point and X-Y Diagram of a Non-Ideal Binary Soluti
UC Davis - VEN 35 - 91866
VEN 140 -Spring 2010Distilled Beverage TechnologyVapor-Liquid Equilibria Binary SystemsRoger Boulton 3154 RMI North rbboulton@ucdavis.eduFlash Point and FlammabilityFlash Point is lowest T at which a liquid produces a flammable vapor US DOT Flammable
UC Davis - VEN 35 - 91866
VEN 140 -Spring 2010Distilled Beverage TechnologyDefinitions, Units of ConcentrationRoger Boulton 3154 RMI North rbboulton@ucdavis.eduDefinitions of Distilled BeveragesLegal, US Definitions of Type1Definitions - Production Conditions Source of Sug
UC Davis - VEN 35 - 91866
VEN 140 -Spring 2010Distilled Beverage TechnologyCourse Outline, The World of Spirits, Distilled Beverage DefinitionsRoger Boulton 3154 RMI North rbboulton@ucdavis.eduDATE Monday WednesdayMarch29th March 31stTOPIC Course Outline, Introduction, Bever
UC Davis - VEN 35 - 91866
VEN 140 -Spring 2010Distilled Beverage Technology Tequila (and Mezcal)Roger Boulton 3154 RMI North rbboulton@ucdavis.eduOutline Demarcated regions Mixto and 100% Agave Agave tequilana, Weber Cooking Conditions Sugar Type, Sugar Extraction Fermentation
UC Davis - VEN 35 - 91866
VEN 140 -Spring 2010Distilled Beverage Technology Rum and VodkaRoger Boulton 3154 RMI North rbboulton@ucdavis.eduOutline Caribbean, other regions, No appelation Sugar, Fermentation The Distillation Aging Vodka Origins, No appellation Carbohydrate Sour
UC Davis - VEN 35 - 91866
UNIVERSITY OF CALIFORNIA Department of Viticulture and Enology VEN 135 WINE TECHNOLOGY AND WINERY SYSTEMS 1. WINEMAKING OPERATIONS. Making Wine: The Inputs There are three main inputs into a finished wine that determine its sensory attributes and chemical
UC Davis - VEN 35 - 91866
UNIVERSITY OF CALIFORNIA Department of Viticulture and Enology VEN 135 WINE TECHNOLOGY AND WINERY SYSTEMS 2. SANITARY DESIGN The idea of sanitary design is common in the food and beverage industry, as well as the pharmaceutical and microelectronics indust
UC Davis - VEN 35 - 91866
UNIVERSITY OF CALIFORNIA Department of Viticulture and Enology VEN 135 WINE TECHNOLOGY AND WINERY SYSTEMS 3. VALVES, FITTINGS, PUMPS, AND MIXERS The presence of skins, seeds, some stem fragments, and other suspended solids requires specially consideration
UC Davis - VEN 35 - 91866
UNIVERSITY OF CALIFORNIA Department of Viticulture and Enology VEN 135 WINE TECHNOLOGY AND WINERY SYSTEMS 5. SIZING PIPES AND PUMPS (CONTINUED) NET POSITIVE SUCTION HEAD (NPSH) Net positive suction head (NPSH) is the pressure available at the inlet or suc
UC Davis - VEN 35 - 91866
UNIVERSITY OF CALIFORNIA Department of Viticulture and Enology VEN 135 WINE TECHNOLOGY AND WINERY SYSTEMS 6. HARVESTING AND JUICE/MUST PREPARATION HARVEST DECISIONS One of the main decisions that need to be made (other than the timing of harvest) is wheth
UC Davis - VEN 35 - 91866
UNIVERSITY OF CALIFORNIA Department of Viticulture and Enology VEN 135 WINE TECHNOLOGY AND WINERY SYSTEMS 7. PRESSES The purpose of pressing is to recover the juice (or wine) associated with the pulp and skin section of the grapes that is not readily rele
UC Davis - VEN 35 - 91866
UNIVERSITY OF CALIFORNIA Department of Viticulture and Enology VEN 135 WINE TECHNOLOGY AND WINERY SYSTEMS 8. FERMENTORS Fermentors usually differ from general storage tanks in several ways. There are particular aspects which relate to the filling with mus
UC Davis - VEN 35 - 91866
UNIVERSITY OF CALIFORNIA Department of Viticulture and Enology VEN 135 WINE TECHNOLOGY AND WINERY SYSTEMS 9. HEAT EXCHANGERS WINERY USES FOR HEAT EXCHANGERS Heat exchangers are used in winemaking in a range of different applications: 1. 2. 3. 4. 5. Must a
UC Davis - VEN 35 - 91866
UNIVERSITY OF CALIFORNIA Department of Viticulture and Enology VEN 135 WINE TECHNOLOGY AND WINERY SYSTEMS 10. HEAT EXCHANGERS-EXAMPLES AND CALCULATIONS TEMPERATURE CONTROL DURING FERMENTATION In order to control the temperature in a fermentation, all heat
UC Davis - VEN 35 - 91866
UNIVERSITY OF CALIFORNIA Department of Viticulture and Enology VEN 135 WINE TECHNOLOGY AND WINERY SYSTEMS 11. WOODEN COOPERAGE Wooden cooperage is commonly used for the storage and/or aging of wines. The cooperage can vary from the widely used 210 L (appr
UC Davis - VEN 35 - 91866
UNIVERSITY OF CALIFORNIA Department of Viticulture and Enology VEN 135 WINE TECHNOLOGY AND WINERY SYSTEMS 12. OAK CHEMISTRY AND EXTRACTION There are a number of critical decisions that need to be made in regards to barrel aging practices. These include th
UC Davis - VEN 35 - 91866
UNIVERSITY OF CALIFORNIA Department of Viticulture and Enology VEN 135 WINE TECHNOLOGY AND WINERY SYSTEMS 13. BARREL PRACTICES AND TEMPERATURE/HUMIDITY CONTROL There are a number of critical decisions that need to be made in regards to barrel aging practi
UC Davis - VEN 35 - 91866
UNIVERSITY OF CALIFORNIA Department of Viticulture and Enology VEN 135 WINE TECHNOLOGY AND WINERY SYSTEMS 14. FILTRATION INTRODUCTION Filtration as applied to winemaking is a very general operation which encompasses a wide range of conditions from the par
UC Davis - VEN 35 - 91866
UNIVERSITY OF CALIFORNIA Department of Viticulture and Enology VEN 135 WINE TECHNOLOGY AND WINERY SYSTEMS 16. REVERSE OSMOSIS AND SPINNING CONE These are two special technologies that have commercial applications in the wine industry. The first is a "mole
UC Davis - VEN 35 - 91866
UNIVERSITY OF CALIFORNIA Department of Viticulture and Enology VEN 135 WINE TECHNOLOGY AND WINERY SYSTEMS 16. BOTTLING EQUIPMENT Bottling systems are made up of several components and these generally include: 1. Glass dumping area and conveyor system 2. D
UC Davis - VEN 35 - 91866
UNIVERSITY OF CALIFORNIA Department of Viticulture and Enology VEN 135 WINE TECHNOLOGY AND WINERY SYSTEMS 17. STERILIZATION, SANITIZATION, AND CLEANING (PART 1) In the spectrum of cleanliness in a winery setting, three general levels can be defined. These
UC Davis - VEN 35 - 91866
UNIVERSITY OF CALIFORNIA Department of Viticulture and Enology VEN 135 WINE TECHNOLOGY AND WINERY SYSTEMS 18. STERILIZATION, SANITIZATION, AND CLEANING (PART 2) CLEANING There are five main factors affecting cleaning in a winery. The first four are the ch
UC Davis - VEN 35 - 91866
UNIVERSITY OF CALIFORNIA Department of Viticulture and Enology VEN 135 WINE TECHNOLOGY AND WINERY SYSTEMS 19. WASTE WATER TREATMENT The use and availability of water for equipment cleaning is rapidly becoming a limiting factor in the operation of many win
UC Davis - VEN 35 - 91866
UNIVERSITY OF CALIFORNIA Department of Viticulture and Enology VEN 135 WINE TECHNOLOGY AND WINERY SYSTEMS 20. REFRIGERATION SYSTEMS Refrigeration is used in several applications throughout the sequence of winemaking operations. These range from the coolin
UC Davis - VEN 35 - 91866
UNIVERSITY OF CALIFORNIA Department of Viticulture and Enology VEN 135 WINE TECHNOLOGY AND WINERY SYSTEMS 21. HEATING, VENTILATION AND AIR CONDITIONG (HVAC) In most wineries, there will be some conflict between the use of outside air for ventilation and t
UC Davis - VEN 35 - 91866
UNIVERSITY OF CALIFORNIA Department of Viticulture and Enology VEN 135 WINE TECHNOLOGY AND WINERY SYSTEMS 22. WINERY PROCESS CONTROL AND INFORMATION MANAGEMENT SYSTEMS In the general field of process control and information management, there are really th
UC Davis - VEN 35 - 91866
UNIVERSITY OF CALIFORNIA Department of Viticulture and Enology VEN 135 WINE TECHNOLOGY AND WINERY SYSTEMS 23. WORKPLACE SAFETY. As a winemaker you will have personal, professional and legal responsibilities for those who work with you. You will probably b