Feature Article

David Creighton, Michigan Grape & Wine Industry Council

David Creighton’s work to market Michigan wine
has led to stronger regional identities for each of the state’s four AVAs.

Michigan (State Appellation)

Astute marketing moves Michigan's wines ahead

“Initially, the [Michigan Grape & Wine Industry] Council moved to promote a generic Michigan wine experience and it has now chosen to identify a distinctive experience that people have when they visit each of the appellations.”

~ David Creighton, Promotion Specialist, MGWIC

by Eleanor & Ray Heald
September 18, 2006

Both behind the scenes, and sometimes out-front, the most successful wine and grape organizations have an organizer, who is responsible for the marketing and integrity image of a region's wineries. In Michigan, that person is David Creighton, Promotion Specialist for the Michigan Grape & Wine Industry Council. His work has been part of the heightened AVA awareness in the state and the reason why Michigan wine production and associated wine tourism now contribute $100 million annually to Michigan's economy. In this interview, David Creighton discusses Michigan's wine promotion endeavors.

Eleanor & Ray Heald (ERH): What are the specific duties of the Promotion Specialist, which is the job title you hold in the Michigan Grape & Wine Industry Council?

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