New Strategic Plan for Regional Wine and Craft Beverage Industry

Grayson College | December 5, 2014

A new strategic plan to unite local businesses and foster growth within the developing industry of craft beverages was revealed today at Grayson College.  Grayson College President Jeremy McMillen, along with Sherman Mayor Cary Wacker, former Denison Mayor Robert Brady and Denison Development Alliance President Tony Kaai announced the details of an initiative that will make the Texoma region renowned for its excellence in wine, brewing and distillation, as well as the ancillary industries that support viticulture and fermentation.

“Professionals in our region have a wealth of experience in many of these unique industries, and this new coordinated effort will propel our area into the forefront of this emerging field,” said McMillen. Outstanding partnerships involving Grayson College, the cities of the Texoma region, local industries, supporting institutions of higher education, Cognac, France, and an active and vital Cooperative will unite the existing regional wine, beer, and distilled spirits businesses, and pave the way for new businesses to open.

The planning process began last spring when representatives of the College and the cities of Denison and Sherman, engaged the Planning & Development Department of the Texoma Council of Governments (TCOG) to facilitate the process. The group gathered ideas from stakeholders including College officials, local municipality and economic development representatives, and owners of the Texoma region’s vineyards, wineries, and the new brewery and distillery operators. Over several months of discussion, the group produced a bold vision statement for the region.
         
The vision statement states that “the Texoma region will be world-renowned for its excellence in wine, brewing and distillation, as well as ancillary industries in viticulture and fermentation.” These unique operations make up the craft beverage industry, and Grayson College will build upon its international reputation to become known as “The Texas Center of Excellence for Viticulture & Fermentation Sciences,” which will include the existing T.V. Munson Research Vineyard and proposed new Winery. Further, the Texoma Appellation will be the most productive in Texas, and the many vineyards and wineries, agricultural producers supporting the industries, breweries and distilleries will play a significant role in making the Texoma region a major destination in Texas tourism.
The Strategic Plan to achieve this vision includes specific action items and success metrics for year one and several goals for years two through five, and then longer-term goals to be achieved within ten years.  The first action item, hiring a new director for the viticulture/enology program, has already been completed. Andrew Snyder took the reins of the program this semester. He is a graduate of GC’s Viticulture and Enology program and the wine executive program at the University of California-Davis, and earned a bachelor degree in international business from Schiller International University in Heidelberg, Germany. He also earned three master’s degrees in adult education, communication and human relations, all from the University of Oklahoma. His expertise includes more than 10 years on the cultivation of grapes and winemaking, and eight years of teaching experience.

“Grayson College has a rich history of educating Texas’ grape growers and wine makers.  To have a part in the expansion of our mission to include other craft beverages while attracting tourists to the very area that T. V. Munson planted his vineyards is both exciting and rewarding.  Mr. Munson grafted grapevines; we hope to graft together these craft beverage industries to promote responsible consumption and enjoyment for our consumers.”

Other ambitious goals include the creation of a craft beverage cooperative, a partnership between Austin College and Grayson College to take the Munson Research Vineyard and proposed Winery to a new level, a marketing program and several tourism initiatives, including an interactive regional craft beverage map created by the TCOG GIS program. Also, a summer conference is planned to be held at the Hilton Inn Conference Center.

More information about the Texoma Craft Beverage project can be found on a newly-unveiled website, www.texomacraftbeverage.com, where visitors can also take a virtual tour of wineries, breweries and distilleries in the Texoma area through an interactive map developed by the GIS & Planning program at TCOG.