Dirt to Glass: Elevating Michigan Wine from the Ground Up

In 2018, the Michigan Grape and Wine Industry Council — which had been in operation since the mid-1980s — transitioned into the Michigan Craft Beverage Council (MCBC), broadening its focus to include breweries, distilleries and cideries. While this change brought exciting opportunities for Michigan’s craft beverage sector, it left a significant gap - a dedicated annual conference for the state's grape and wine industry. Recognizing this void, key stakeholders convened at a strategic Michigan State University (MSU) Extension meeting, organized in September 2021, to discuss the future of MSU Extension programming tailored to the needs of the Michigan grape and wine industry. This pivotal meeting emphasized the importance of creating high-level educational programs to address pressing challenges and foster innovation within the industry.

The Birth of Dirt to Glass™: An Annual Event Addressing All of Michigan’s Wine Grape Growing Regions

At the 2021, MSU Extension meeting, industry leaders emphasized the urgent need for an annual conference tailored to Michigan’s grape and wine industry. Unlike regional one-day meetings that address local issues — such as the Northwest Michigan Orchard and Vineyard Show in Traverse City or the Viticulture Field Day and the Southwest Michigan Horticultural Days in Benton Harbor — Dirt to Glass™ was designed as a two-day comprehensive, forward-looking initiative. Its goals include elevating fruit and wine quality, bolstering sustainability, and positioning Michigan as a nationally competitive wine region. A cornerstone of the Dirt to Glass™ vision is its potential role as a traveling annual event across Michigan wine grape regions and appellations. The location of each year’s conference is determined by industry consensus, reflecting a collaborative approach that involves grape growers’ associations, MSU Extension representatives and Dirt to Glass™ planning and executive committees.

The conference is committed to bringing together global leaders to share their research and expertise and inspire Michigan’s growers and winemakers. By inviting international experts to showcase their paths to success, Dirt to Glass™ provides attendees with invaluable insights and best practices that can be adapted to Michigan’s unique terroirs. Since its inception, Dirt to Glass™ has become a vital platform for collaboration between growers and winemakers, and education, uniquely tailored to Michigan’s grape and wine industry needs. Its success lies in its ability to unite local and global perspectives, offering participants an opportunity to learn, share and grow.

A Planning Process Grounded in Collaboration

The Dirt to Glass™ conference is guided by diverse and dedicated members of the executive and planning committees that reflect the breadth of Michigan’s grape and wine industry. The committees include growers, agronomists, winemakers, viticulturists, distributors, Extension specialists, wine experts, and more. Each member provides unique insights and perspectives, ensuring the conference addresses the most relevant and pressing issues in the industry. To foster inclusivity and ensure all voices are heard, the committees allow members to take turns, inviting new stakeholders every year to actively participate in shaping the conference.

Programming decisions are further obtained by input gathered from post-conference surveys conducted at the end of a three-year cycle. These surveys capture valuable feedback from attendees, helping the planning committee refine and enhance future editions of Dirt to Glass™. Additionally, the conference team has established a dedicated email address (dirt2glass@gmail.com) to collect suggestions, ideas, and concerns from stakeholders year-round. This commitment to ongoing dialogue ensures that the annual conference remains dynamic, responsive, and aligned with the evolving needs of Michigan’s grape and wine industry.

A Critical Need for a Dedicated Conference

The transition of the Michigan Grape and Wine Industry Council into the broader Michigan Craft Beverage Council marked a shift in priorities, leaving the grape and wine industry without a focused, unifying event. While breweries, distilleries, and cideries benefited from the expanded scope of the Craft Beverage Council, Michigan’s grape growers and winemakers faced an absence of platforms specifically designed to address their unique challenges and opportunities.

Historically, Michigan’s grape and wine industry has always been geographically divided for meetings between the northwest and southwest regions. However, the emergence of new appellations, wineries, and the increased acreage planted with vines has brought new stakeholders into the industry, creating a growing push for unity in what has often been a fragmented landscape. This fragmentation is reflected in the multiple associations operating within the sector, such as Parallel 45 Vines and Wines (P45), Michigan Grape Society (MGS), Straits Area Grape Growers Association (SAGGA), Michigan Wine Collaborative (MWC), Traverse Wine Coast, Michigan Wine Producers Association (MWPA), MCBC, and several others. Although each organization aims to support Michigan's grape and wine sector through education, research, and promotion, insufficient resources often limit their efforts. Moreover, the lack of coordination between those associations raises questions about the collective potential of these groups if unified under a shared vision and strategy. As an example, in 2004, a strategic plan with an ambitious goal was set and driven by only one association — the Michigan Grape & Wine Industry Council. They aimed to have 10,000 acres of wine grapes in Michigan by 2024. At that time, only 1,500 acres were dedicated to wine grape cultivation, and the target reflected a vision for the future of Michigan’s wine industry. As of 2024, Michigan’s wine grape cultivation has grown to 3,375 acres, a significant increase over the years but still short of the original goal. A shortfall of 6,625 acres highlights the challenges faced by the industry in meeting its growth targets. While progress has undoubtedly been made — the discrepancy prompts reflection on multiple possibilities: Was the target overly ambitious? Were there shortcomings in programs and support mechanisms designed to foster this growth? Or more simply — was the target not shared broadly and effectively enough with all associations for their support?

The shortfall raises important questions about the effectiveness of the strategies and resources allocated to achieve this goal. Could a more innovative or unified goal and approach have resulted in greater success? The need for greater collaboration and resource sharing among Michigan’s grape and wine associations is more critical than ever. A unified effort could help pool resources, reduce duplication of efforts, and provide stronger advocacy and support for the industry as a whole. By fostering a more cohesive strategy, Michigan’s grape and wine industry can work towards overcoming the challenges it faces and realizing its full potential. The 2024 milestone serves as a moment of reflection and an opportunity to recalibrate the industry’s goals and strategies. With careful evaluation and a commitment to collaboration, Michigan’s grape and wine sector can build on its progress and lay the foundation for sustainable growth in the years to come. During the 2024 conference, Dr. Vance Baird, Chair of the Department of Horticulture at Michigan State University (MSU), concluded his presentation with a question that left the 150 attendees in silence: “If MSU is pulling together some resources dedicated to the grape and wine industry, which president or director of which Michigan association should I call? I know exactly who to call for the apple, cherry and blueberry industries.” This unanswered question underscored the ongoing fragmentation within Michigan’s grape and wine sector, highlighting the need for stronger leadership and clearer points of contact to unify the industry’s efforts.

To address this need, Dirt to Glass™ strives not to be another association or an additional layer of division, but rather a platform where all stakeholders and all associations can convene to gain pivotal information and insights for the betterment of the industry. The conference provides an inclusive annual forum for growers, winemakers, researchers, industry leaders, and all associations to share their work and collaborate towards unified efforts benefiting Michigan’s entire grape and wine sector. States such as New York, Indiana, Ohio, Illinois, and Minnesota have long recognized the value of dedicated annual conferences for their wine industries. These events provide a consistent space to engage with industry trends, share research findings, and foster innovation. Without such a forum, Michigan risks falling behind in adopting best practices and emerging technologies vital for producing high-quality grapes and wines.

Dirt to Glass™ conference addresses the specific needs of Michigan’s grape and wine sector. It provides a venue for experts and stakeholders to engage with both localized and global challenges, from managing Michigan’s unique terroirs to competing in national and international markets. The conference also serves as a vital hub for networking, enabling participants to forge relationships that lead to collaborations, research initiatives and technological advancements. Moreover, Dirt to Glass™ recognizes the interconnectedness of the industry. By bringing together growers, winemakers, researchers, and industry leaders, the process from grape to wine is comprehensively represented and integrated. This approach not only enhances the immediate value of the conference but also fosters a long-term vision for sustainability, innovation, and growth within the Michigan wine industry.

Conference Highlights and Key Insights

Dirt to Glass™ has consistently delivered insightful and impactful sessions since its inception as an annual conference. In 2022, the keynote presentation, "The Myths of Terroir" by Dr. Kevin Pogue, professor at Whitman College and recipient of the Walter Clore Honorarium from the Washington State Wine Commission, explored common misconceptions about terroir and its role in viticulture, offering a scientific perspective on the geological and climatic factors influencing vineyard success. Another highlight was the Critical Tasting Panels on Riesling and Pinot Noir, moderated by internationally renowned Master of Wine and Master Sommelier Doug Frost. These sessions showcased Michigan’s potential for producing high-quality wines and emphasized the critical importance of terroir and precise vineyard management. The 2022 conference featured 13 speakers, including nine local and four national experts.

The 2023 conference expanded on these themes with "Superorganism: Tending and Rebuilding the Networks of Terroir," presented by Mimi Casteel, founder and owner of Hope Well Vineyard and the Imbibe 75 2020 Wine Person of the Year. This session emphasized the regenerative connections between soil, vines, and ecosystems, providing attendees with innovative strategies to improve soil and wine quality. Additionally, the Grower Panel, moderated by Thomas Houseman, general manager at Radiant Sparkling Wine, offered valuable hands-on insights into achieving vine balance, soil health, and grape quality under Michigan’s specific growing conditions. The 2023 conference featured 15 speakers, with eight local, five national and two international participants.

In 2024, the conference continued to build on its success with presentations like "Building a Global Reputation: Elevating the Little Known Through Established Standards" by Klaus Gasser, Commercial Director for Cantina Terlano. This session detailed strategies for positioning Michigan as a globally recognized wine region through quality standards and branding. Herb Quady, the owner of Quady North and co-founder of Barrel 42, was named the Oregon Wine Press’s 2023 Person of the Year. He presented a talk titled "Rooted in Place: A Franc Discussion on Farming to Site." In his presentation, he explored the relationship between vineyard site selection and farming practices, emphasizing techniques that can enhance the expression of terroir. The 2024 conference featured 18 speakers, including 11 local, five national and two international contributors.

Looking ahead to 2025, the conference aims to address the growing need for economic sustainability in the grape and wine industry. Recognizing the rising costs of vineyard management and market competitiveness, the program will emphasize actionable strategies to optimize profitability while maintaining quality. Key discussions will include balancing economic and environmental sustainability, leveraging shared resources to reduce costs, and understanding consumer trends to position Michigan wines more effectively in the global market. By focusing on economic insights and collaboration, Dirt to Glass™ will continue to unify and elevate Michigan’s grape and wine industry.

Looking to the Future

As Dirt to Glass™ continues to evolve as the annual appointment for the Michigan grape and wine industry, its mission remains steadfast: to address the ever-changing needs of Michigan’s grape and wine sector. By fostering a culture of collaboration and continuous learning, the conference aims to further enhance the quality and reputation of Michigan wines, positioning them for success on national and international stages. We encourage all stakeholders—growers, winemakers, researchers, industry leaders, and associations—to continue their support of Dirt to Glass™ in meaningful ways. Volunteering to be part of the planning committee, sponsorships, or helping in the lead-up to conference days ensures the continued success and growth of this vital platform.

Event Details           

When: August 21-22, 2025

Where: Traverse City, Michigan    

For info: dirt2glass@gmail.com

Early registration at last year’s fees will be available on February 1. Registration fees will increase upon release of the program on April 1. https://www.canr.msu.edu/dirttoglass/