PROGRAM GOALS Amplify awareness-buildingof Rías Baixas Albariño Generate media coverage and consumer awareness in NYC area Entice potential Albariño drinkers with advertising campaign Increase and promote placements of Albariño wines on and off-premise Increase consumer sales of Albariño wines in the NYC area Leverage Grand Tasting event taking place during promotion
PROGRAM OVERVIEW Cornerstone Communications developed a two-week wine promotion program that gave New York City restaurants 4 options for participation: Lunch: for each glass of Albariño purchased, offer 1 free appetizer Happy Hour: for each glass of Albariño purchased at the bar, offer 1 free appetizer Dinner: offer a 15% discount on each bottle of Albariño purchased Create your own: Restaurant-specific special, approved by Agency Participating restaurants were required to feature US campaign Rías Baixas Albariño wines Agency provided restaurants with distributor contacts for each brand
MECHANICS Prior to the start of the program, Agency conducted staff trainings at participating restaurants to familiarize servers with Albariño and the details of the promotion Restaurants were encouraged to create and display a POS (point of sales) item on the Rías Baixas Albariño promotion during the two week period Restaurants distributed a promotional postcard to patrons
MECHANICS Agency conducted “mystery shopper” restaurant visits to ensure promotion was being carried out successfully Servers who recommended the Albariño promotion to mystery shopper (member of Albariño team) were given a special extra $100 “tip” If server did not mention Albariño promotion, they were left with a “You missed a mystery shopper” card to remind them of the promotion; management was also contacted as a follow-up
PARTICIPATING RESTAURANTS at Vermilion – contemporary Indian Latin fusion cuisine in Midtown East Bar Jamon – tapas and wine bar in Union Square Casa Mono – Chef Mario Batali’s Spanish tapas bar in Union Square Beacon – contemporary American cuisine in Midtown Boqueria Flatiron and BoqueriaSoHo – Spanish tapas restaurants created by Chef Seamus Mullen Casellula Café – cheese and wine bar located in Hell’s Kitchen El Porrón – recently opened tapas restaurant on Upper East Side La Fonda del Sol – 200+ seat Spanish restaurant and tapas bar in Grand Central Station Las Ramblas – tapas Bar in West Village Socarrat – paella restaurant in Chelsea Solera – tapas bar and Spanish restaurant in Midtown East TioPepe – tapas restaurant in West Village Vida – eclectic/global restaurant in Staten Island Yerba Buena Perry & Yerba Buena Avenue A – sister restaurants serving Latin fusion cuisine Total of 16 restaurants representing Spanish and international cuisines
TASTING TABLE PARTNERSHIP Campaign partnered with Tasting Table* to launch & market the “Discover Albariño” promotional program Agency worked with Tasting Table team to create content for the campaign DiscoverAlbarino.com microsite Dedicated E-newsletter Visually striking advertisements *Tasting Table is a free daily email and website that delivers the best of food and drink culture to adventurous eaters everywhere. Tasting Table informs readers of the most interesting dining trends, the latest food luminaries and the best new wines, spirits and cocktails around the country.
TASTING TABLE ADVERTISING NYC Dedicated Email - June 2, 2010 Sponsored Email – June 2, 2010 Weekend Menu Listing – June 3, 2010 Sponsored NY Special email – June 7, 2010 Sponsored Email – June 8, 2010 Sponsored Email – June 16, 2010 Social Media – Posts on Tasting Table Facebook & Twitter Cumulative Impressions: 889,139 Cumulative Click through: 3,703
MICROSITE: DISCOVERALBARINO.COM WEBSITE LIVE June 2-19, 2010 Readers could forward promotion information to friends via email, Facebook and Twitter. Each participating restaurant was listed along with online reservation link.
Restaurant Week - Advertising Along with Tasting Table partnership, promotion included additional $10,000 in advertising with online and print publications Outlets: Time Out New York New York Magazine Online Grubstreet MenuPages Snooth Manhattan’s User Guide (MUG) Wines from Spain News Total impressions: 970,294
Snooth.com Leaderboard Online ad June 6-19, 2010
New York Magazine GrubStreet June 5th – June 19th
Manhattan User’s Guide E-Blast June 10th Actual Text Discover Albariño Wines Week(Sponsored Email)Introduce yourself to lively, refreshing Rías Baixas Albariño white wines during Discover Albariño Week, June 6th to June 19th. While you'll enjoy a glass of Albariño on its own, discover how food-friendly and versatile the wines are at restaurants all over town, such as Boqueria, Beacon, at Vermillion, and Yerba Buena, which will be offering special deals and pairings to showcase Albariño's vivacious charms.Share your Albariño eXperience and win! Savvy sippers can win an iPad or dinner for two at a participating restaurant by sharing their Albariño experiences. Simply include @riasbaixaswines in your Facebook status or tweet for a chance to win.Visit DiscoverAlbarino.com for information on participating restaurants and to make a reservation. Visit albarinofromspain.com for more information on giveaways and other consumer events.Raise a glass of Albariño to summer today! Cheers!
Discover Albariño Consumer Contest To promote “Discover Albariño” restaurants, consumers shared their Albariño experiences via Twitter or Facebook for a chance to win an Apple iPad Contest Goal: Increase awareness of restaurant week promotion and engage consumers via social media outlets Tactics Increase visibility through existing Facebook and Twitter accounts Promotional Postcard – inform consumers of contest details as well promote participating restaurants Albariño “Street Team” Create online and print advertising in tandem with “Discover Albariño” promotion Featured on front page of campaign website as well as Albariño from Spain blog
Albariño Street Team Cornerstone hired and trained a “street team” to promote the “Discover Albariño” campaign Tactics Generate TV morning show coverage by creating a visual “splash” with Albariño t-shirts and signs Visit participating restaurants to film pairing tip videos for Rías Baixas Albariño Facebook page Interact with New Yorkers on the street, encouraging them to check out participating restaurants and enter consumer contest Outreach to key NYC hotels, encouraging concierge desks to recommend participating restaurants to tourists and take advantage of Albariño promotion
Albariño Street Team Images Above: audience camera shots on ABC New’s Good Morning America Media Impressions: 5,230,000 Above: audience camera shots on CBS News’ Early Show Media Impressions: 3,223,328 To Right: audience camera shots on NBC’s Today Show Media Impressions: 5,316,008
Media Outreach Cornerstone Communications issued a media alert on promotion to local lifestyle outlets Press release with details on each restaurant as well as consumer competition was created by Agency Release included information on Grand Tasting event Distributed through MarketWire to key journalists with NYC market focus Agency conducted media lunches and dinners at participating restaurants during promotion
Consumer events Albariño consumer tastings at local wine stores June 9th – Tinto Fino Wines, led by Enrique Abiega from Santiago Ruiz June 12th - September Wines June 18th – Astor Wine & Spirits Consumer wine classes June 10th – Albariño class at the Artisanal Cheese Center for 45 consumers Mariola Varona of Martin Codax, featured speaker June 14th - Albariño class at La Fonda del Sol for 35 consumers led by Wine Director Nicholas Nahigian (2009 trade trip attendee) June 14th - City Winery Tasting with Wine Educator WR Tish and Chef Harold Dieterle of PerillaRestaurant
Consumer events Mariola Varona of Martin Codax at Artisanal Cheese Class Enrique Abiega of Santiago Ruiz with happy consumers at Tinto Fino tasting Consumers enjoying food and wine pairings by WR Tish and Chef Harold Dieterle at City Winey Event
RESULTS A sampling of statistics from participating restaurants: Casa Mono & Bar Jamon $13,000 in Albariño sales during promotion Vida Added Albariño to list and add permanentlydue to high volume sales (restaurant did not previously carry Albariño) Socarrat Doubled Albariño sales during promotion Beacon Added 3 new Albariño wines to restaurant wine list La Fonda del Sol Featured 6 Albariño wines by the glass and bottle – ran promotion through entire month of June and July
RESULTS Astor Wine & Spirits – over 3 (12 bottle) cases of Albariño sold over three hours in one evening September Wines & Spirits – 1 case of Albariño sold in two hour pouring time City Winery – sold out event with 50 wine enthusiasts Artisanal Cheese Center – sold out event with 50 wine enthusiasts
Media Coverage *Total Impressions: 22,321,101 *Actual impressions are higher as audience numbers for many placements were not available
Tinto FinoNewsletter June 9, 2010 This early June weather is pretty dreary, yet somehow it doesn't seem so terrible for this mid week slump. Perhaps it is because today's gray skies, misty air, and warm chill are reminiscent of a typcial Galician day! Coincidentally enough, if you didn't know it, Denominación de Origen, Rias Baixas happens to be in town this week sharing their succulent Albariño wines! Ahem, and in effort of expressing terroir, it appears they have brought their weather along with them! wwwriasbaixaswines.com. TONIGHT from 6pm-8pm, we welcome special guest Enrique Abiega from Bodegas Santiago Ruíz in Galicia, who will be our conductor for the evening, leading our Wednesday tasting with a selection of his very enjoyable wines. Santiago Ruíz was established in 1892, and is located in the coastal O Rosal sub-zone of Rías Baixas. Despite its recent partnering with Bodegas Lan group in Rioja, it still remains a small, family operated winery. In fact, Rosa Ruíz, Santiago's daughter, is in charge of the daily operations and happy to receive guests to her property. The winery cultivates 94 acres of vineyards which are planted with Albariño, Treixadura and Loureiro, approximately 20% of which are sourced from local grape growers. This impressive estate is also home to a unique wine museum including an original 100 year old Galician kitchen; both of which are available for visits. As far as the wine making style, only free run juice is used and these wines undergo pre-fermentation maceration. Excitingly, in a Rias Baixas world of Albariño, the blending of these local grapes from small parcels in Santiago Ruiz´s wines, really leaves you to taste the delicate hues and herbal nuances of each varietal. This newly released Santiago Ruíz 2009 vintage just hit the shelves and it is delicious! Enrique will be pouring it heavily here TODAY along with the amazing value Lan Crianza 2005 from DOCa Rioja! Make the most of this rainy day and stop by!