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Not for Public Distribution. ©2013 Wine RockStars, LLC All Rights
Reserved1
An Invitation from
Wine RockStars™™
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"Making wine - that's the easy part.” "It's selling it that's hard."
Dario SattuiSattui Winery
Napa Valley, California
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WELCOME!
Our purpose today is to invest the next 20 minutes
or so to introduce you to the marketing concept that
we call Wine RockStars™.
Not for Public Distribution. ©2013 Wine RockStars, LLC All Rights
Reserved4
“Our purpose today is to introduce you to the Wine RockStars™
concept
WINE ROCKSTARS, LLC™
Not for Public Distribution. ©2013 Wine RockStars, LLC All Rights Reserved
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Wine, like Rock n' Roll, has become the almost universal experience. Reaching into the everyday lives of millions of people around the world every day. Crossing continents, cultures, ages, and demographics.
Like wine, rock 'n' roll is a lifestyle choice and a way of thinking.
It knows no boundaries. It does not discriminate.
Penny LaneStillwater Groupie
WINE ROCKSTARS, LLC™
Not for Public Distribution. ©2013 Wine RockStars, LLC All Rights Reserved
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Like Rock n' Roll, wine has become something that unites us in a single, joyful human experience that can be shared and enjoyed by all.
Like Rock 'n' roll, wine is a voice that says, Here I am! In the end, it all comes down to is that thing.
That indefinable thing when people catch on to something. Russell Hammond,
Stillwater
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In the real world, the past decade or two challenged us to rip off our neckties, shed our standard-issue business suits, and, most important,
to lose our Model T-type attitudes toward our business.
Bono, U2
Achtung Baby!
“Like wine, rock 'n' roll is a lifestyle and a way of thinking... That indefinable thing when people catch on to something.”
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Wine RockStars™ is designed to provide customers of all types with
access to wines of outstanding quality and value, selected by an elite team of wine professionals, Wine RockStars™,
with decades of experience. Through Wine RockStars™,
we plan to create that indefinable thing when people catch on to
something
Like wine, rock 'n' roll is a lifestyle and a way of thinking... That indefinable thing when people catch on to something .”
with more choices offered to the consumer,
wine has increasingly has become
an important part of the
national lifestyle
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More popular than ever,
There has been a sustained shift in consumption patterns
away from bars and restaurants and,
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Source: Beverage Information Group
The fundamental consumer base has, and will continue, to change.
more towards at-home consumption.
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“Occasions”…events worth
purchasing or opening a bottle of wine for
…are increasing in popularity.
Source: Wine Market Council Estimate
Part of that growth in off-premise consumption is due to the fact that …
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• When consumers find a toothpaste or a soda they like, they stick with it. The same is not true for wine.
• With thousands of wines to choose from and with wine being more of an adventure than other products, consumers are willing to try different brands much more frequently.
• In fact, with so many brands, it is often difficult for the consumer to remember the name of the brand they liked.
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“We can learn a lot by studying other
industries and other retailers”
• This is a big part of the reason why both men and women view wine as a high risk purchase.
• They want to avoid being embarrassed in front of business associates or friends.
• Both men and women man-age the risk by getting information at the point of purchase—which is where 70% of the purchase decisions are made.
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Source: Emerald Group
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• Consumers will; however, stick with a retailer that helps them get the right wine for the occasion.
• While consumers have lower loyalty to the wines them-selves, they have strong loyalty to their wine retailer.
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That’s why we created RockStars, to broaden our
market, to find a way to tell the story behind each label,
and to create new and lasting connections
between the producer and the consumer in a way that is fresh, fun, entertaining and easier to understand.
Why? Because…
“Its MORE than Rock’n’ROLL BABY!”
Gene Faul, PartnerTHE ROCK STARS OF WINE
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Brands that will flourish with Rock Stars are those that are honest, that communicate flexibility, vitality, relaxation and lack of pretension.
Artist Proof Series™
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Wines that are interesting, taste good, offer variety, look fresh and that are priced properly in relation to quality are more likely to thrive - the world may not need all those $50 Cabs, unless they have a great story to tell and offer a $100 experience.
Panel of Experts - What We Need:• Help us to identify wineries• Provide educational content for the Wine
RockStars web site• Make selections from “approved” wineries for
inclusion in the RockStars product portfolio• Provide ratings and rankings for the wine
selected via the Virtual Tasting Room.• Help us get the word out by actively promoting
RockStars on your website, in newsletters, articles, etc., as agreed and as appropriate
• Work with us to develop proprietary video and other marketing content
• Work with us to develop a customized marketing plan to promote your section of the Rock Stars web site
• Agree to establish a link between your own web site and the web site
• Work with us to develop appropriate point of sale support materials as we develop a retail distribution system for the Wine RockStars™ program
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Winery Partners - What we need • Agree to better rationalize the supply chain by cutting out the middleman; shipping direct - winery to customer – part of these savings will be shared with the customer creating a pricing advantage for online sales
• Submit wines to review• Help us get the word out by actively promoting RockStars
on your website, in newsletters, articles, etc., as agreed and as appropriate
• Provide educational content for the Wine RockStars web site
• Establish a web link and promote the program on their web site – winery web site to Rock Stars
• Provide and manage unique content for Winery Partner producer pages
• Set price and determine inventory commitment to RockStars using our e-commerce technology
• Participate in webinars, virtual and guided tours, and provide unique video and photo content
• Work with us to develop and implement promotional programs under the Rock Stars program Brand
• Meet their regulatory requirements as a direct shipper• Consider participation in a future Rock Stars private label
brand
“Its MORE than Rock’n’ROLL BABY!”
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Like wine, rock 'n' roll is a lifestyle and a way of thinking... That
indefinable thing when people catch on to something.”
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Rock Stars is a program to provide customers of all types
with access to wines of outstanding quality and value,
selected by an elite team of wine professionals, Wine
RockStars™, with decades of experience.
Through Wine RockStars™,
we plan to create that indefinable thing when people
catch on to something
Like wine, rock 'n' roll is a lifestyle and a way of thinking... That indefinable thing when people catch on to something .”
• With thousands of wines to choose from and with wine being more of an adventure than other products, consumers are willing to try different brands much more frequently.
• In fact, with so many brands, it is often difficult for the consumer
to remember the name of the brand they liked.
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“We can learn a lot by studying other industries
and other retailers”
From the Wisdom of RockDoggie
When consumers find a toothpaste or a soda they like, they stick with it.
The same is not true for wine.
Not for Public Distribution. ©2013 Wine RockStars, LLC All Rights Reserved 23
You've got the sun, you've got the moon, and then you've got the fruit
of the vine. Wine is one of real natural pleasures in life. So then
why do they make everything about it so bloody boring. There is just too
much stuffiness in the wine business.
Keith RichardsThe Rolling Stones
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Our goal is to create a new customer experience. In doing so, we expect to:1. broaden our market,
2. to find a way to tell the story behind each label, and
3. to create new and lasting connections between the producer and the consumer in a way that is…
LIFE, like WINE is
MORE than a
LABEL BABY!
4. fresh, exciting, fun, entertaining.
We want to reintroduce wine to consumers in a wholly new way.
We think that our customers deserve more. A whole lot moreAt every level Wine RockStars™ is designed to provide customers with a superior experience We plan to offer a very broad selection of productsWe will share our pricing advantages with our customersThis approach is virtually unprecedented in our industry
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Gene Faul, Co-Founder
Wine RockStars, LLC
From the beginning we set out with RockStars to be a different kind of
retailer
“I think Gene included the Homer Simpson cartoon (top left) as a not so subtle reminder to
me that I can be easily replaced”
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Our messaging will include equal parts irreverence,
information, expertise and outright fun!
Like wine, rock 'n' roll is a lifestyle and a way of thinking... That indefinable thing when people catch on to something.”
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Our strategy with RockStars™ leans
toward the improvisational
and away from
the top-down approach that can
seem stilted, snobbish and
scripted
BECOME ONE OF ONLY A SELECT FEW AS A WINE ROCKSTARS™ ROCKIN GOOD WINERY™
Wine RockStars™ Next Steps
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If you agree with us that we need
to recapture the passion, to reconnect with family and friends, and that the products that we produce should fill the
heart with warmth and a gently generosity of spirit,
then there is a very good chance that you should seriously
consider joining with our Wine RockStars™
program by becoming a Rockin Good Winery™.
Gene Faul, Co-Founder
Wine RockStars, LLC
Gene Faul
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We hope that you look on our program with favor and interest in rockin with us. I am available to answer any questions and to further discuss your potential participation in becoming a “Rockin Good Winery”.
Kathleen
Kathleen HomyockDirector of Marketing
Co-founder, Wine RockStars, [email protected]
440-263-3124