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North America’s Pre-eminent Cool-Climate Region2013 LEVY BENEFITS & MARKETING PROGRAMS                 NOVEMBER 13, 2012
OVERVIEW & INTRODUCTION • Welcome • Mission • Board of Directors • 2012 Program Success • Survey Says! • Levy Benefits • M...
OUR MISSION 2013 marks our 12th year…    The mission of the Finger Lakes Wine Alliance    is to increase the visibility an...
BOARD OF DIRECTORSBob Madill, Chair | Sheldrake Point Winery             David Peterson | Swedish Hill Winery     Term End...
2012 PROGRAM SUCCESS Wine Expos   – 6 Wineries   – Boston, Washington D.C., and NYC   – Trade, Media, Consumer
2012 PROGRAM SUCCESS FLX Ambassador Program   – 24 Wineries   – Thomas Pastuszak   – Two NYC Tastings   – Varietal Video
2012 PROGRAM SUCCESS Consumer Event   – 132 Attendees | 21 Wineries   – Blind Wine Challenge   – Grand Tasting
2012 PROGRAM SUCCESS Cool Climate Trade Seminar    –   30 Trade/ Media Attendees | 20 Wineries    –   Thomas Pastuszak Key...
2012 PROGRAM SUCCESS Riesling is Cool    – 15 Wineries    – Winery promotion    – Strong POS Materials
2012 PROGRAM SUCCESS 2011 Vintage Riesling Launch    –   20 Wineries | 43 Retailers |12 Restaurants    –   80 Journalists/...
2012 PROGRAM SUCCESS          – 3 Consumer Events | 3 Trade Only Events             • Mission Alfresco Pop Up Dinner, ACF ...
2012 PROGRAM SUCCESS Virtual Tasting Series    – Levy Benefit    – 33 Qualified Media |32 Wineries    – 4 Virtual Tastings...
2012 PROGRAM SUCCESS Wine Submission Program   – Levy Benefit   – Food & Wine, Wine Enthusiast, Wine Spectator, Wine     &...
SURVEY SAYS! • 77 % of levy contributor respondents overall were   satisfied with the levy benefits and programs • Levy Co...
LEVY BENEFITS • Wine Submission Program • Finger Lakes Wine Alliance Website    – Winery Name    – Winery Contact Informat...
LEVY BENEFITS • Exclusive Events    – Winery attendance    – ACF North East Regional Conference • Wine Donation Events    ...
MARKETING PROGRAMS • Wine Expos   – Boston Wine Expo | February 16-17, 2013      • FLWA Cooperative Riesling Table (8 wine...
MARKETING PROGRAMS • Additional Wine Expo Opportunities    – Only if enough interested in representation    – Wine Enthusi...
MARKETING PROGRAMS • Thomas Pastuszak Events   Keynote Speaker at Cool Climate Trade Seminar –Finger Lakes Wine Month Prog...
MARKETING PROGRAMS • Finger Lakes Wine Month    –   Partner program with Finger Lakes Wine Country    –   Promotion of Fin...
MARKETING PROGRAMS A La Carte      – Promotional Video                              $350.00      – Cool Climate Trade Semi...
MARKETING PROGRAMS • 2012 Vintage Riesling Launch    – Promotion of Finger Lakes 2012 Vintage Rieslings to        trade, m...
MARKETING PROGRAMS A La Carte      – Promotional Video                            $350.00      – Harvest in the Square    ...
BUDGET 2012 Budget    Revenue             $       167,500.00    Expenses            $       163,360.00    Total Profit    ...
BECOME LEVY CONTRIBUTOR Mail Levy Contributor Worksheet & Check              (available online)    – Levy Contributor Fee:...
DUE DATES      DUE JANUARY 15, 2013 • Levy Contributor Worksheet • Levy check in full or 50% if paying option 2 • Marketin...
2013 Finger Lakes Wine Alliance Program Presentation & Reception  11/13/12
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2013 Finger Lakes Wine Alliance Program Presentation & Reception 11/13/12

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Finger Lakes Wine Alliance presents its 2013 Levy Benefits and Marketing Programs for the year. Presentation also includes a review of the 2012 programs, 2012 budget, and how to become a levy contributor.

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2013 Finger Lakes Wine Alliance Program Presentation & Reception 11/13/12

  1. 1. North America’s Pre-eminent Cool-Climate Region2013 LEVY BENEFITS & MARKETING PROGRAMS NOVEMBER 13, 2012
  2. 2. OVERVIEW & INTRODUCTION • Welcome • Mission • Board of Directors • 2012 Program Success • Survey Says! • Levy Benefits • Marketing Programs • Budget • Become a Levy Contributor • Questions • Finger Lakes Wine Reception
  3. 3. OUR MISSION 2013 marks our 12th year… The mission of the Finger Lakes Wine Alliance is to increase the visibility and reputation of the Finger Lakes AVA, its wines and wineries.
  4. 4. BOARD OF DIRECTORSBob Madill, Chair | Sheldrake Point Winery David Peterson | Swedish Hill Winery Term Ends: December 31, 2013 Term Ends: December 31, 2013Amy Hoffman, Vice Chair | Rooster Hill Vineyards John Wagner | Wagner Vineyards Term Ends: December 31, 2013 Term Ends: December 31, 2014Gene Pierce, Treasurer | Glenora Wine Cellars Term Ends: December 31, 2013 Ex Officio (non-voting):David DeMarco, Secretary | Seneca Shore Wine Cellars Term Ends: December 31, 2012 Morgen McLaughlin | President Finger Lakes Wine CountryLisa Hallgren | Ravines Wine Cellars Stephanie Jarvis | Program Manager Term Ends: December 31, 2012Tom Higgins | Heart & Hands Term Ends: December 31, 2014 NEW 2013 Board of Directors MembersJeff Houck | Lucas Vineyards Term Ends: December 31, 2014 John McGregor | McGregor Vineyard Term Ends: December 31, 2015Nancy Irelan | Red Tail Ridge Winery Term Ends: December 31, 2014 Erica Paolicelli | Three Brothers Wineries & Estates Term Ends: December 31, 2015Tom Macinski | Standing Stone Vineyards Term Ends: December 31, 2014 Mark Wagner | Lamoreaux Landing Wine Cellars Term Ends: December 31, 2015Tim Moore | Inspire Moore Vineyards Term Ends: December 31, 2014Scott Osborn | Fox Run Vineyards Term Ends: December 31, 2012
  5. 5. 2012 PROGRAM SUCCESS Wine Expos – 6 Wineries – Boston, Washington D.C., and NYC – Trade, Media, Consumer
  6. 6. 2012 PROGRAM SUCCESS FLX Ambassador Program – 24 Wineries – Thomas Pastuszak – Two NYC Tastings – Varietal Video
  7. 7. 2012 PROGRAM SUCCESS Consumer Event – 132 Attendees | 21 Wineries – Blind Wine Challenge – Grand Tasting
  8. 8. 2012 PROGRAM SUCCESS Cool Climate Trade Seminar – 30 Trade/ Media Attendees | 20 Wineries – Thomas Pastuszak Keynote Speaker – Grand Tasting www.coolclimateseminar.com – Site Visits – Wine Reception & Dinner
  9. 9. 2012 PROGRAM SUCCESS Riesling is Cool – 15 Wineries – Winery promotion – Strong POS Materials
  10. 10. 2012 PROGRAM SUCCESS 2011 Vintage Riesling Launch – 20 Wineries | 43 Retailers |12 Restaurants – 80 Journalists/Bloggers/Writers – Finger Lakes Industry Kick Off Event www.rieslinglaunch.com – Riesling Videography | 3 Videos + Harvest Video • 3rd Place Wine Spectator Magazine Video Contest – 3 Virtual Tastings • #Wine Chat, FLWA Hosted Live Riesling Tasting, Riesling Hour • #FLXWine #2 Trending Topic Riesling Hour
  11. 11. 2012 PROGRAM SUCCESS – 3 Consumer Events | 3 Trade Only Events • Mission Alfresco Pop Up Dinner, ACF Syracuse Pop Up Dinner, & Harvest in the Square • ACF Rochester Chapter Meeting, Hearth Restaurant Industry Tasting, & Harvest in the Square After Party ACF ROC Meeting Hearth Industry Tasting Mission Alfresco After PartyACF SYRPop UP Harvest in the Square Sponsorship Banner Dinner Harvest in the Square
  12. 12. 2012 PROGRAM SUCCESS Virtual Tasting Series – Levy Benefit – 33 Qualified Media |32 Wineries – 4 Virtual Tastings – Glenora Wine Cellars “Studio” – USTREAM Live Tasting & Twitter
  13. 13. 2012 PROGRAM SUCCESS Wine Submission Program – Levy Benefit – Food & Wine, Wine Enthusiast, Wine Spectator, Wine & Sprits magazines
  14. 14. SURVEY SAYS! • 77 % of levy contributor respondents overall were satisfied with the levy benefits and programs • Levy Contributors Asked For: – A la carte options for programming – Target Markets & Events • Media (relations) • Trade (tastings and education)
  15. 15. LEVY BENEFITS • Wine Submission Program • Finger Lakes Wine Alliance Website – Winery Name – Winery Contact Information – Link to winery website
  16. 16. LEVY BENEFITS • Exclusive Events – Winery attendance – ACF North East Regional Conference • Wine Donation Events – Program Manager or hired representative attends – 6 bottles from each levy contributor • Virtual Tasting Series – 4-5 media targeted virtual tasting events – Features specific screened varietals or styles – Streams Live Online with communication via Twitter
  17. 17. MARKETING PROGRAMS • Wine Expos – Boston Wine Expo | February 16-17, 2013 • FLWA Cooperative Riesling Table (8 wines needed) $200.00/wine • Cool Climate Seminar, Thomas Pastuszak (8 wines needed) $300.00 /wine – New York Wine Expo | March 1-3, 2013 • FLWA Cooperative Riesling Table (8 wines needed) $200.00/wine • Cool Climate Seminar, Thomas Pastuszak (8 wines needed) $300.00/wine – Wine Enthusiast Toast of the Town NYC | May 2013 • FLWA Table ( 8 wines needed* ) $375.00/wine • * Wine has to have been reviewed by Wine Enthusiast Magazine. • * Wine must have a score of at least an 85.
  18. 18. MARKETING PROGRAMS • Additional Wine Expo Opportunities – Only if enough interested in representation – Wine Enthusiast Toast of the Town Chicago | June 2013 • FLWA Table (8 wines needed*) $400.00/wine • * Wine has to have been reviewed by Wine Enthusiast Magazine. • *Wine must have a score of at least an 85. – Wine Enthusiast Toast of the Town DC | June 2013 • FLWA Table (8 wines needed*) $400.00/wine • * Wine has to have been reviewed by Wine Enthusiast Magazine. • * Wine must have a score of at least an 85.
  19. 19. MARKETING PROGRAMS • Thomas Pastuszak Events Keynote Speaker at Cool Climate Trade Seminar –Finger Lakes Wine Month Program $400.00 – Boston Wine Expo Cool Climate Seminar $300.00/wine • February 16-17, 2013 – New York Wine Expo Cool Climate Seminar $300.00/wine • March 1-3, 2013 – NYC Summer Tasting (10 wineries needed) $350.00/wine • June 2013* – NYC Fall Tasting (10 wineries needed) $350.00/wine • October/November 2013 * – Bud break Video (7 wineries needed) $500.00 • May 2013* – Harvest Video (7 wineries needed) $500.00 • September 2013* * Tentative date
  20. 20. MARKETING PROGRAMS • Finger Lakes Wine Month – Partner program with Finger Lakes Wine Country – Promotion of Finger Lakes wines to trade, media, and consumers for the month of May Basic Package $700.00 – Retail/Restaurant tastings – Industry Kick Off Event | Tentative date: May 1, 2013 – #FLX Wine Hour | May 25, 2013 – Inclusion on Finger Lakes Wine Month micro-site – Inclusion in Finger Lakes Wine Month email campaigns – Finger Lakes Wine of the Month featured wine of the day via social media – POS materials – Media/Journalist visits
  21. 21. MARKETING PROGRAMS A La Carte – Promotional Video $350.00 – Cool Climate Trade Seminar $500.00 • Tentative Dates: May 18-20 or May 19-21 – Large Consumer Tasting Event $350.00 – Virtual Tasting Event $250.00 Total A La Carte $1,450.00 Basic Package $700.00 Finger Lakes Wine Month $1,250.00 (Includes Basic package + all a la carte options) SAVINGS: $900.00
  22. 22. MARKETING PROGRAMS • 2012 Vintage Riesling Launch – Promotion of Finger Lakes 2012 Vintage Rieslings to trade, media, and consumers for the month of September Basic Package $700.00 – Retail/Restaurant tastings – Industry Kick Off Event – Riesling Hour | September 28, 2013 – Inclusion on 2012 Vintage Riesling Launch micro-site – Inclusion in 2012 Vintage Riesling Launch email campaigns – 2012 Vintage Riesling Launch featured Riesling of the day via social media – POS materials – Consumer Sweepstakes
  23. 23. MARKETING PROGRAMS A La Carte – Promotional Video $350.00 – Harvest in the Square $350.00 – Trade Industry Tasting Event $250.00 – Virtual Tasting Event $250.00 Total A La Carte $1,200.00 Basic Package $700.00 2012 Vintage Riesling Launch $1,250.00 (Includes basic package + all a la carte options) SAVINGS: $650.00
  24. 24. BUDGET 2012 Budget Revenue $ 167,500.00 Expenses $ 163,360.00 Total Profit $ 4,140.00 • 2013 Budget is being developed
  25. 25. BECOME LEVY CONTRIBUTOR Mail Levy Contributor Worksheet & Check (available online) – Levy Contributor Fee: Case Production: Fee: Less than 4,000 cases $1,000 (minimum) 4,000 to 20,000 cases $0.25 / case Over 20,000 cases $5,000 (capped) – Payment Options: Date Due % Due Option 1: January 15, 2013 100% due Option 2: January 15, 2013 50% due July 1, 2013 50% due
  26. 26. DUE DATES DUE JANUARY 15, 2013 • Levy Contributor Worksheet • Levy check in full or 50% if paying option 2 • Marketing Program Sign Up

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