How New York’s Grape Industry Got a Data Refresh
For more than a decade, New York’s grape industry has operated without an updated statewide vineyard survey—leaving growers, researchers, and policymakers without crucial insights into planting trends, crop yields, and market opportunities. With the number of wineries nearly doubling since 2011 and shifting consumer preferences reshaping vineyards, the need for fresh data was clear.
The New York Wine & Grape Foundation, in partnership with Agency 29, tackled the challenge with a multi-pronged approach—combining direct grower surveys with AI-driven satellite scans. The result? A comprehensive dataset spanning 29,586 vineyard acres, 134 grape varieties, and seven American Viticultural Areas.
Learn how this effort is shaping the future of New York’s grape and wine industry.
Inspo From Maureen
A recent call from a past client got me thinking about how the smallest things can be the hardest things. The client had called to say how many compliments she received on the name of her business.
I thanked her and shared that naming is one of the hardest things we do. Because until a tissue is a Kleenex, “Kleenex” feels like a really weird word.
It reminds me of Agency 29’s decision to rebrand from 29 Design Studio. We were 29 Design Studio for 16 years before rebranding as Agency 29 in October of 2023. I knew for at least 3 years that a name change was necessary to continue scaling in the way we wanted to, but any name that wasn’t our original just felt foreign.
Now, “Agency 29” feels comfortable. It feels like us. It’s the right name to carry us into the future.
It’s funny how sometimes something that seems small can be a big part of our journey. It makes me think of one of my new favorite phrases: “It should be simple, but that doesn’t mean it’s going to be easy.”
TRIALS AND TRIBULATIONS OF TARIFFS
New trade tariffs are a topic almost too hot to touch, but consumers are demanding that businesses acknowledge the burn. To navigate this, producers and retailers are going to have to stay transparent and agile. According to Mintel, consumers are frustrated with the disruptions and higher prices that have become all too common in shopping today. As a result, “Brands will need to prepare transparent and compassionate communication regarding the reasons for any consumer-facing adjustments”.
FRUIT JUICE GIANT OPENS SPEAKEASY
Welch’s, a household name in grape juice, is pushing its marketing beyond the breakfast table. The brand is highlighting the versatility of Concord and Niagara grapes—not just in juice, but in alcoholic beverages, snacks, and even functional health products.
By leveraging storytelling, category expansion, and health-conscious positioning, Welch’s is redefining how consumers think about grapes. From collaborating with winemakers to promoting heart-health benefits, the company is tapping into fresh opportunities to grow its brand.
FUN THINGS TO CLICK ON
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