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2011 Vintage Riesling Launch Kick Off Meeting August 8, 20112
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2011 Vintage Riesling Launch Kick Off Meeting August 8, 20112

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  • 2011 to 2012 segway. Focusing on month vs. one week. More flexibility on other vintages. Grasp all components
  • Website Stats
  • Dates: September 4- September 30Wineries & Distribution will receive the list of the sign ups for contact for events.4 Retail Sign ups, 2 RestaurantWe have a goal of 25 on premise and 25 off premise participants
  • 6-8 RieslingsJournalists are requesting samples not be sending out unsolicitedMedia Trade Tasting at Hearth. If time permits we may host another media/trade exclusive tasting.Riesling Hour - Saturday, September 22, 2012 from 6:00 p.m. - 10:00 p.m. EST. This virtual tasting event will include both media and wine enthusiasts from around the country officially celebrating the 2011 Finger Lakes Riesling vintage. • #WineChat-Wednesday, September 12, 2012 at 9:00 p.m. - 10:00 p.m. EST. which will be media exclusive featuring 6-8 Finger Lakes 2011 Rieslings. The conversation will feature the following topics: Finger Lakes region, 2011 vs. 2012 harvest, and 2011 Riesling vintage. • Finger Lakes Wine Alliance (FLWA) Virtual Tasting will be held Thursday, September 27th from 8:00 p.m. - 9:00 p.m. EST which will be media exclusive and feature 6-8 Finger Lakes Rieslings. The tasting will stream live with the opportunity to ask questions to the respective winemakers or winery reps of the Rieslings being tasted via Twitter.
  • Wineries and distributors will receive list of those signed up at this time.TastingEvents: Wineries and distributors work together to schedule the tasting events. Tasting event dates are relayed back to Stephanie for the Event page of RieslingLaunch.com. Important to work together. Wineries represented by each brand are like a mini team working together to increase the sale of Rieslings for their group. Willing to pour each others wines at tastings so you can cover a gamete of tasting event opportunities. Focus metro NY tastings week of September 16-23 and Upstate NY the first two and last week of the month.Sales Incentive Program: Encouragingdistributors to offer a incentive program. Top sales rep of FLX Riesling for that distributor wins a trip to the FLX with overnight accommodations and itinerary for the trip. Those wineries represented by that distributor in addition, support components of the trip for example lunch or dinner. Wineries self distributed will get assistance in bringing a member of the trade up for a trip. All trips are one night stays. Visits to those wineries under
  • Winner will be drawn during Riesling Hour to create some more hype around Riesling HourWineries experience could include a flight of Rieslings, feature different vintages in flight, tour of Riesling vineyards, Riesling and food pairing. It is your discretion what you would like to do. You can set a time frame as well.Each wineries “Ultimate Riesling Experiences” will be listed on the website with the Enter to Win so entrants know what they could win. Pick their favorite winery, one experience for the winner and three friends. I will send out an email to have those experiences in by August 30 to post on the website.
  • EVENT DESCRIPTION:Join us on Thursday, September 20th for the 17th Annual Harvest in the Square, a festive celebration of community and cuisine, and New York’s premier local food and wine tasting event.Harvest in the Square features chefs from the hottest and most popular restaurants in the Union Square district as they prepare signature dishes using fresh farm produce from our very own Union Square Greenmarket. Microbrews and wines from New York State and across the globe are carefully paired with dishes, so bring your appetite for a night of unforgettable food, fun, music and more under the fall foliage on the West Plaza of Union Square Park!CLICK HERE TO SEE PHOTOS FROM LAST YEAR'S HARVEST Harvest in the Square is presented by the Union Square Partnership, a 501 (c) (3), non-profit organization and proceeds from the event benefit the organization’s ongoing beautification and maintenance efforts in Union Square Park. Contributions are tax-deductible as allowed by law with the exception of $50 per ticket. Attendees must provide a valid form of ID for wine or beer service.FLWA SPONSORSHIP:Email Blast Inclusion: 4 emails to 5000 recipients ( Explanation of the Launch, link to sweepstakes)Finger Lakes Riesling Vintage Launch name on website with link to www.rieslinglaunch.com Finger Lakes Riesling Vintage Launch name & explanation on mailed invitationsFinger Lakes Riesling Vintage Launch name on Tent Banner for the eventFinger Lakes Riesling Vintage  Launch Social Media mentions in the Social Media BlitzInclusion in press releases      This year, wineries will be grouped  throughout the event next to chefs who's dishes pair brilliantly with Rieslings.  By doing so, we will be able to increase our footprint at the event and enhance the guests Riesling experience.
  • Industry 2011 Vintage Riesling TastingInvite participating wineries to blind taste the 2011 Riesling. Great way to introduce the participants to what we will be sharing with the world in September. FLX Industry only, no guests. Cheese and bread platters and some passed hors devours. Invite and more details are on the way.Finger Lakes Riesling WeekPaul Grieco of Summer of Riesling wanted to feature Finger Lakes Rieslings for a week in September. We picked Sept. 16-21. FLX Rieslings will be served in all 5 of Paul Grieco’sTerrior bar locations in NYC during that week and all SOR of social media efforts will be FLX Rieslings specificIndustry Tasting at Hearth RestaurantPaul Grieco also wants to host a FLX Riesling Industry tasting on the afternoon of Wednesday, September 19 which will include all 20 participating wineries. Small tasting for about 30-35 industry and some media guests. Perfect timing with Harvest in the Square.Additional Events that we are working out the details for:Pop Up SyracuseSeptember 17, 2012ACF Dinner September 17
  • Virtual TastingsWineries will receive a form in which they indicate preference of participating in each of the available virtual tastings. 1 meaning first choice and three meaning last choice.
  • All graphics one slide
  • Post cards and Riesling Hour business cards handed out at the Riesling Festival.
  • I will send emails for reminders with all of this information.FORMS2011 Vintage Riesling Launch Resource Library Form—A few more wineries still need to fill this out.2011 Vintage Riesling Launch Distribution Form – still waiting on a couple of wineries to fill this out.Virtual Tasting Participation Form- Will be receiving soonDetails for The Ultimate Riesling Experience Sweepstakes– Will be receiving soon.Winery on-site events—Plan events, let me know so I can get them on our websiteWork with distributors– Work directly with distributor for setting up tasting events with retailers and restaurantsPost Riesling Launch logo on website- Post logo on your front page and you can link it to Riesling Launch siteUpdated 2011 photos- Email updated photography to fingerlakeswinealliance@gmail.comUpdated Spec Sheets for 2011 Rieslings—Email to sjarvis@fingerlakeswinecountry.com2011 Riesling Bottle Shot photography –Email to sjarvis@fingerlakeswinecountry.com

Transcript

  • 1. Kick-Off Meeting August 8, 2012
  • 2.  Trade (T)  New York State Only Media (M)  National Consumers (C)  International * Indicates new for 2012
  • 3.  Marketing Trade & Media Distribution Communication Sweepstakes Harvest in the Square Tasting Events POS Materials Action Items
  • 4.  Web  RieslingLaunch.com Video  Riesling Hour Invite  Riesling Launch Google Ads Social Media Email  Consumer  Trade SweepstakesT, M, C
  • 5. September 4-30,2012  Listed on RieslingLaunch.com with link  Included in Geo-targeted consumer email blasts  Social Media coverage  Free POSRetailers  Host two Finger Lakes Riesling Tastings *Restaurants and Wine Bars  Serve three Finger Lakes Riesling by the Glass * OR  Host two Finger Lakes Riesling Events *T, C
  • 6.  75-100 Journalists Request samples for one virtual tasting VIRTUAL TASTINGS  Saturday, September 22, 2012: Riesling Hour 6:00 p.m. - 10:00 p.m. EST. Media & Consumer  Wednesday, September 12, 2012: #WineChat * 9:00 p.m. - 10:00 p.m. EST. Media Exclusive  Thursday, September 27th : FLWA Virtual Tasting * 8:00 p.m. - 9:00 p.m. EST. Media Exclusive Media/Trade Tasting *T, M, C
  • 7.  Distributor & Winery Conference Calls Tasting Events Sponsor Page * One Sheeter POS Winery Distribution Spreadsheet * Sales Incentive Program *T, C
  • 8.  Sweepstakes: August 11th - September 22nd Wineries create an Ultimate Riesling Experience Winner drawn during Riesling Hour Winner and three friends pick favorite winery to redeem The Ultimate Riesling ExperienceC
  • 9.  Thursday, September 20, 2012 6:00 p.m. – 9:00 p.m.  FLWA Sponsorship *  Wineries paired with and next to chef *  Increases Riesling Launch footprint  Food pairing enhances Riesling experienceT, C
  • 10. Industry 2011 Vintage Riesling Tasting *  Wednesday, August 22, 2012 6:00 p.m. – 8:00 p.m. at Red Newt  Blind tasting 2011 Rieslings  $10 DonationFinger Lakes Riesling Week *  September 16-21, 2012  Part of Summer of Riesling  FLX Rieslings served in all five Terrior Wine Bar locations in NYC  SOR social media focus for the weekIndustry Tasting at Hearth Restaurant *  Wednesday, September 19, 2012 in the afternoon  Feature all 20 winery participants  Small industry & media crowd invitedT, M, C
  • 11. Virtual Tastings #Wine Chat * Wednesday, September 12th | 9:00 p.m. – 10:00 p.m. | Media Only Riesling Hour Saturday, September 22nd | 6:00 p.m. – 10:00 p.m. | Media & Consumer FLWA Virtual Tasting * Thursday, September 27th |8:00 p.m. – 9:00 p.m. | Media OnlyWinery On-Site Events * Tasting events Specials & DealsM, C
  • 12. T, M, C
  • 13.  Available on RiesilngLaunch.com  Poster  Post Cards  Riesling Hour Business Cards *  Shelf Talkers Winery will receive posters, post cards, and Riesling Hour business cards for tasting rooms Riesling Festival *T, M, C
  • 14. T, M, C
  • 15. T, M, C
  • 16. T, M, C
  • 17. Back Image Front ImageT, M, C
  • 18. T, M, C
  • 19. FORMS 2011 Vintage Riesling Launch Resource Library Form 2011 Vintage Riesling Launch Distribution Form Virtual Tasting Participation Form * Ultimate Riesling Experience Sweepstakes Form *EMAIL Winery on-site events * Updated 2011 photos Updated Spec Sheets for 2011 Rieslings 2011 Riesling Bottle Shot photographyTO DO Work with distributors Post Riesling Launch logo on website Facebook and Tweet (#flxwine) about Riesling Launch