The Michigan Wine Collaborative (MWC) received a MDARD / USDA Specialty Crop Block Grant award for 2021-2022 to increase the competitiveness of Michigan Grape and Wine Producers.  As a part of this campaign the MWC must collect information on a specific outcome indicator that measures the change in Wine Grape Sales.  This survey is designed to collect data for 2021.

Realizing that this data is proprietary in nature, all responses are anonymous and collected by an independent third-party provider who is under a non-disclosure agreement.  Results of the survey will be tabulate and shared in a way that will protect respondents’ data. 

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* 1. Do you agree with the following statements?

The COVID pandemic continues to create significant hardship and uncertainty for Michigan grape growers and wineries. To sustain wine and grape sales, it is critical to invest in marketing that encourages consumers to purchase wines made with Michigan-grown grapes.

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* 2. Which of the following could be described as business activities you are involved in (check all that apply):

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* 3. In 2021, were Visits to the Tasting Room(s), up, down, same compared to 2020?

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* 4. In 2021, were the Total Sales Across All Sales Channels, up, down, same compare to 2020?

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* 5. How many cases of wine did you sell across all sales channels in 2021?

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* 6. How many acres of grapes do you have under cultivation?

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* 7. What was your Total 2021 Gross Revenue from the Sale of Grapes or the value you assigned to your fruit?

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* 8. What percentage of the wine that you sell is made from grapes grown in Michigan?

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i We adjusted the number you entered based on the slider’s scale.

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* 9. If you are located in one of Michigan's 5 AVAs, what percentage of your wine is labeled with the AVA distinction?

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i We adjusted the number you entered based on the slider’s scale.

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* 10. What should Michigan's State Grape Be?  Willamette Valley markets Pinot Noir, Ontario markets Ice Wine, and the Finger Lakes markets Riesling?

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* 11. What is Michigan's Signature Style (Rose, Crisp Whites, Cool Climate, etc.)?

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* 12. The Michigan Wine Collaborative will launch a rebranded marketing campaign in the next year.  Rank the following marketing strategies in order of importance?

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* 13. Do you have any suggestions for the committee working on the Michigan Wine Collaborative Brand?

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* 14. Tell us about yourself (check all that apply)

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