flwa 2012 program details presentation march 14, 2012

2012 Program Details

Overview

• Welcome

• Board of Directors

• 2012 FLWA Levy Members

• 2012 Programs

– Levy Benefits

– Pay to Play Programs

Board of Directors

Bob Madill, Chair|Sheldrake Point David Peterson| Swedish Hill Vineyards

Amy Hoffman, Vice Chair | Rooster Hill John Wagner| Wagner Vineyards

Gene Pierce, Treasurer| Glenora Wine Cellars Tim Moore| Inspire Moore

David DeMarco, Secretary| Seneca Shores Wine Cellars

Lisa Hallgren| Ravines Wine Cellars Ex Officio (non voting):

Jeff Houck| Lucas Vineyards Morgen McLaughlin| President FLWC

Tom Higgins| Heart & Hands Wine Company Stephanie Jarvis| Program Manager

Scott Osborn| Fox Run Vineyards

2012 FLWA Levy Members

• Anthony Road Wine Company • Atwater Estate Vineyards • Belhurst Winery • Billsboro Winery • Casa Larga • Damiani Wine Cellars • Dr. Konstantin Frank • Fox Run Vineyards • Fulkerson Winery • Glenora Wine Cellars • Goose Watch Winery • Heart and Hands Wine Company • Hector Wine Company • Hosmer Winery • Inspire Moore Winery • Keuka Spring Vineyards • King Ferry Winery • Knapp Vineyards

• Lakewood Vineyards • Lamoreaux Landing Wine Cellars • Lucas Vineyards • McGregor Vineyards • Montezuma Winery • Penguin Bay Winery • Ravines Wine Cellars • Red Newt Wine Cellars • Rooster Hill Vineyards • Seneca Shore Winery • Shaw Vineyard • Sheldrake Point Vineyard • Silver Thread Vineyards • Standing Stone Vineyards • Swedish Hill Winery • Thirsty Owl Wine Company • Three Brothers Winery • Wagner Vineyards

2012 Programs

• Levy Benefits

– Media Relations

– Social Media

– International Riesling Foundation

– POS Materials

– Recognition Program

– Finger Lakes Wine Virtual Tasting Series

• Pay to Play Programs

– FLX Ambassador Program

– Consumer Event

– Cool Climate FLX Seminar

– Riesling is Cool

– Riesling Launch

– Summer of Riesling

LEVY BENEFITS Benefits included in levy payment.

Levy Benefits

• Media Relations – Submission calendar for Food & Wine, Wine

Enthusiast, Wine Spectator, and Wine & Spirits magazines.

• Social Media – Exposure for your winery via Facebook and Twitter

accounts

• International Riesling Foundation – National exposure via IRF website

Levy Benefits

• POS Materials – Finger Lakes regionally branded materials including

new brochure for region

• Recognition Program – Local restaurant support of Finger Lakes wines

• Submit wine list for review

– Restaurant listing on website and sticker for window – Wineries receive reference list of restaurants – Stand out restaurant receives plaque – Stand out wine industry individual nominated by levy

receives plaque

Levy Benefits

• Finger Lakes Wine Virtual Tasting Series – Four Structured virtual tastings of 8-10 FLX wines

• Winemaker or Winery Rep present for tasting

– 6-8 media representatives

– Conference Call, USTREAM Live, #FLXWineVT

– Third Wednesday of the beginning of each quarter from 8:00 p.m.- 9:00 p.m.

Tasting Date Varietal

March 21, 2012 Reds

April 18, 2012 Whites

July 18, 2012 Riesling

October 17, 2012 Dessert, Ice, Sparkling

PAY TO PLAY PROGRAMS Additional programming to further market your winery

FLX Ambassador Program Pay to Play

• Thomas Pastuszak, Wine Director at NoMad Restaurant, NY, NY – Certified Sommelier

– Passion for Finger Lakes Wines

– Restaurants always have extensive list of FLX wines

• Finger Lakes wines represented through social marketing and multiple tastings – Spring and Fall Blog Entries on FLWA Website

– Use personal FB and Twitter to promote region

– Two NYC Tasting Events

– FLX Varietal Video Tasting

• Two NYC Tastings hosted by Thomas

– June 5, 2012: Aromatic Whites

– October 16, 2012: Red Vinifera

• Wineries submit up to 3 wines for review to each tasting one month in advance

• Thomas picks 12 wines for each tasting

• FLX Varietal Video Tasting

– June 19th or 21st (weather dependent)

• Wineries submit up to 3 wines for review one month in advance

– Riesling, Gewurztraminer, Chardonnay, Pinot Noir, & Cabernet Franc

• Thomas picks minimum of 5 wines

• Video has multiple marketing outlets including website

FLX Ambassador Program Pay to Play

Cost: $350.00 Per Tasting Payment Due: June 5, 2012/ June 19, 2012/Oct. 16, 2012

Consumer Event Pay to Play

2012 Finger Lakes Wine Challenge & Grand Wine Tasting

Friday May 11, 2012 , 5:00 p.m. - 8:00 p.m. Double Tree Hotel, Rochester NY

• Consumer & Trade ticketed event; 200-300 guests • Wine tasting & hors d'oeuvres • Blind Wine Competition

Cost: $350.00 + $50 Gift Certificate Payment Due: April 12, 2012

Cool Climate FLX Seminar Pay to Play

• Day seminar for key Upstate New York trade & media and some Metro New York

• June 20, 2012, Hobart William Smith

• Day Overview: – Thomas Pastuszak presentation of why the Finger

Lakes is a world class wine producing region

– Grand tasting with light lunch

– Site visits

– Dinner paired with Finger Lakes wines

Cost: $500.00 Payment Due: May 22, 2012

Riesling is Cool Pay to Play

• Increase awareness and visibility of Finger Lakes Riesling through winery visitation – Create FLX Riesling ambassadors

– Educate

• June 20, 2012 – September 3, 2012

• Summer long promotion – Program training day for winery staff

– Promotional Kit • Marketing Collateral (Posters, tasting mat, tasting booklet etc.)

• Coaster give away

• T shirts “Rated R for Riesling”

Cost: $500.00 Payment Due: May 22, 2012

Riesling Launch Pay to Play

• Consumer, trade, retailer promotion of Finger Lakes Riesling

• September 4, 2012 – September 30, 2012 • Consumer (9/16/12-9/22/12) Dates subject to change

– Consumer centric tasting events leading up to Riesling Hour

• Trade (9/4/12-9/30/12) *NEW*

– Retailers will be required to host two Finger Lakes Riesling in-store tasting events

– Restaurants participating required to serve minimum of 3 Finger Lakes Rieslings by the glass

• Media – Mix of 75 traditional and nontraditional wine journalists, writers,

bloggers, and influencers receive 6 samples of FLX Riesling to review during Riesling Hour

– Series of media tastings, hosting 6-10 media reps in New York City and Boston (additional markets to come)

• Riesling Hour – September 22, 2012 – Virtual Tasting Experience for consumers, trade, and media – Multiple trade locations will host in-house tastings

• Receive Summer of Riesling restaurant and retail participant list

Riesling Launch Pay to Play

Cost: $1,250.00 Payment Due: July 6, 2012

Summer of Riesling Added Value

• June 20, 2012 – September 22, 2012

• FIRST WINE REGION IN USA TO PARTICIPATE

• Level One Sponsor – Website

– Advance list of program participants*

• Nationwide participation – *Restaurants and Retail Shops

Cost: Included in Riesling Launch Cost

Deadlines & Costs Pay to Play

Program Sign Up

Deadline Cost

Payment Due

FLX Ambassador Program March 26, 2012 $ 350.00 per tasting 6/5 , 6/19, 10/16

Consumer Event March 26, 2012 $350.00 + $50 Gift Certificate

April 12, 2012

Cool Climate FLX Seminar March 26, 2012 $500.00 May 22, 2012

Riesling is Cool March 26, 2012 $500.00 May 22, 2012

Riesling Launch March 26, 2012 $1,250.00 July 06, 2012

Pay to Play Total Cost $2,950.00