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In the News

As see in the Finger Lakes Wine Gazette for Harvest 2003
By Shelia Livadas

 Diligence and Business Acumen Put Rooster Hill on Track

   Finger Lakes - To secure success for Rooster Hill Vineyards, Amy and Dave Hoffman armed themselves with a well-crafted business plan.
    "And we review it regularly," said Amy a former marketing executive who now owns the Penn Yan, New York winery with her husband Dave, a former financial planner. "The most important thing we discuss is our vision for the winery, which is to produce ultra-premium wines. So staying small is first and foremost our goal."
   The tricky task of reviving the properties neglected vineyards began in 2000, when the couple happily traded their business suits for workboots. To get up to speed, they read extensively about winery management, attended a Cornell Cooperative Extension grape-growing workshop, and sought support from winery consultants.
   So far the Hoffman's investment has yielded fifteen awards this year, including a silver medal for the 2002 Riesling at the San Francisco Wine Competition and a bronze for the 2002 Cayuga White at the International Eastern Wine Competition.
   The couple has also succeeded in creating a cheerful Tuscan-themed tasting room that opened in May.
   "We are focused on packaging an experience," Amy explained when asked about the room's ambience. "Visitors are pleased to see that the vineyards, winery and tasting room are all onsite. This gives them confidence that we are serious about wine and that we have the ability to control quality."
  "Our other niche is service. I can't stress enough how focused we are in making sure that everyone who comes through the door is greeted," she added. "Our staff is also trained in detail on each wine, including information on grapes, the location of the vineyards, who the grower was, the residual sugar, and anything else that seems relevant to a wine buyer.
   Finally, educational events are also a key part of our marketing strategy. I think it is fair to say that people are genuinely surprised that Finger Lakes wine can really compete on the international level."
  An extra spark of excitement is in the air at the winery now that Merlot, Cabernet Sauvignon, Cabernet Franc and Rosecomb Red (a blend that Amy refers to as red wine with "training wheels" on account of its initial sweetness) are bottled and the fall crush is underway.
   Though some couples would find working with each other challenging, the Hoffman's regard the situation as a plus.
   "We have divided the duties and responsibilities in the business, and our strengths nicely complement each other," Amy said.
   The friendliness shown by other winemakers has also enhanced their experience as new business owners.
   "Many of the local wineries have been very supportive of our venture," Amy said. "That means a lot to us, and we hope to do the same for somebody else someday."