I recently had the pleasure of interviewing Emily Dockery, Executive Director of The Michigan Wine Collaborative. She explained what The Michigan Wine Collaborative is, its mission, and how they are achieving those goals. I also took the opportunity to have her tell me about what we can expect when visiting Michigan Wine Country.

1. What was the vision that led to the creation of the Michigan Wine Collaborative?

The Michigan Wine Collaborative was formed in 2016 when the news became official that the Michigan Grape & Wine Industry Council would be dissolved and transition into the Michigan Craft Beverage Council. The Michigan Grape and Wine Industry Council was the grape and wine industry’s only state-funded resource that provided marketing, research, support, and more to the state’s winegrowers and wine producers. Facing this loss many in the grape and wine industry saw a need to form a statewide, industry-funded group to supplement losses that the industry would face as the funding, which previously came from the Council, would now be dedicated to the four sectors of Michigan craft beverage including beer, spirits, cider, and wine. A group of winemakers, producers, and growers came together to form the Michigan Wine Collaborative. 

2. What is the MWC’s mission and how is it achieving those goals?

The mission of the MWC is to enhance the sustainability and profitability of the Michigan wine industry by supporting wineries, growers, and other businesses and individuals connected to the industry – today and for future generations. We are passionate about filling the role of the flagship ambassador for the Michigan wine industry by amplifying the Michigan brand, providing resources, and fostering connections for the wine community. It is important to us to consider sustainability not only in the sense of the environment but also for the industry as a whole, so we work hard in the areas of workforce development, marketing, inclusion, and diversity to expand the industry, and grassroots outreach to increase awareness for Michigan agriculture, viticulture, and of course winemaking. 

Our committees within the MWC are dedicated to establishing and executing programs to provide resources, support, and access to those ingrained in our industry and also to those entering the industry. 

Our Sustainability Committee is working on launching a Michigan-focused vineyard certification program called VineBalance along with the Sustainable Ag App created in collaboration with Michigan State University that empowers Michigan grape growers with the tools to farm responsibly and with longevity. The VineBalance program is currently piloting with vineyards and growers across the state. 

Our Inclusion & Expansion Committee is focused on cultivating safe and reward-driven entry points for those historically excluded from the wine industry, especially people of color, to participate and thrive in the Michigan grape and wine industries. In 2023, we launched our DREAM wine collaboration which helped to fund the first year of the official MWC Inclusion & Expansion Educational Fund. This allowed us to offer educational rewards to individuals of color looking to expand their careers in Michigan wine in the areas of production and hospitality. We have been recognized for these efforts through organizations and publications such as:

VESTA Recognizes MWC for Diversity & Inclusion Efforts – Michigan Wine Collaborative

Emerging U.S. Wine Regions with Centuries of Winemaking History (sommtv.com)

We have also been the first in the country to develop a 4-H Viticulture Club in collaboration with our Inclusion & Expansion Committee and our Education & Research Committee with our partners at Michigan State University. This project is known as the MWC Talent Pipeline and connects to our Inclusion & Expansion Recruitment Pipeline which works in tandem to create a sustainable pool of talent for the Michigan grape and wine industries to pull from. We are hoping to be able to spark interest in agriculture, and specifically viticulture for youths throughout the state with our 4-H Viticulture Club. However, a major focus of the program was to establish educational vineyards within the city of Detroit to tap into populations often left out of agriculture and viticulture in addition to increasing urban green spaces and expanding Michigan wine country east. More on this program and our video library can be found below…

Michigan Viticulture is Growing Strong in the State | Michigan Ag Today

Five Youth Programs in Viticulture | Wine Enthusiast

4-H viticulture pilot pairs youth with wineries – Brownfield Ag News

MWC Talent Pipeline 4-H Viticulture Video Curriculum – YouTube

Our Marketing Committee has been steadfast towards the goal of solidifying the image and culture of Michigan wine by forming a statewide wine brand to bring new consumers to the Michigan wine table. Taste Michigan, funded by a USDA Specialty Crop Block Grant, was a project spanning over 2 years. In 2023 the brand launched the Cool is Hot Campaign which encouraged Michigan wine drinkers to learn about and enjoy cool climate grapes that thrive in the state. Earlier this year the brand and campaign were recognized at the Wine Industry Network Marketing Awards for Association Marketing awarding the Taste Michigan™ brand and the Cool is Hot campaign.

Taste Michigan: Cool is Hot – YouTube

This is honestly a very brief preview of the work and projects the MWC is invested in and executing. We stay VERY busy and achieve an exponential amount of things with extremely limited resources. We are always looking for sponsors and donors for us to be able to continue our important work as Michigan Wine’s only statewide nonprofit industry group. You can learn more about how to contribute, join, or sponsor below…

Sponsors & Partners – Michigan Wine Collaborative

Membership – Michigan Wine Collaborative

Michigan Wine Collaborative – Donate (wildapricot.org)

3. What can we expect when visiting Michigan wine country? 

Michigan has 5 AVAs, each with a distinct terroir, culture, and offerings. I encourage all wine lovers to explore each one and indulge in their individualistic identities. Our AVAs along the west side of the state and Lake Michigan (Fennville, Lake Michigan Shore, Old Mission Peninsula, and Leelanau Peninsula) offer a vast range of wine styles and varieties including Cabernet Franc, Riesling, Pinot Blanc, Chardonnay, and dozens of more vinifera and hybrid offerings. Michigan thrives on tourism whether it is during the warmer summer months when visitors can enjoy our beaches, water sports, hiking, fine and casual dining, and more…the fall when the harvest is peaking, the colors are incredible, and the air starts to crisp, or the winter where water sports are traded for things like snowshoeing and snowmobiling…all seasons and activities pair with Michigan wine as you are sure to find a winery very close to you at almost all times. Our newest AVA, Tip of the Mitt, is pioneering growing the newest and most innovative grape varieties including Marquette, Itasca, Frontenac, and other cool and funky hybrids. There is just so much the state has to offer when it comes to wines…within the official AVAs and across both peninsulas. We have over 190 wineries in the state and so many stories to share. 

I admit that my knowledge of Michigan wine is limited. But after hearing what Emily had to say about the exciting things happening in the vineyards and wineries of Michigan, my interest has been piqued. I will be exploring the possibilities Michigan wines offer and I hope you will too!

Photo Credit: Michigan Wine Collaborative