Kick off meeting august 7 2013


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  • 2011 to 2012 segway. Focusing on month vs. one week. More flexibility on other vintages. Grasp all components
  • New Website. Winery Information Center Page. Promotional Video—bottle shots, winery shots, and testimonialsFacebook Ads—run ads for Riesling Hour and Promotion Social Media—Riesling of the day (riesling hour) on FB and Twitter, Event Post and Fun FactEmail—Consumer Email once a week includes video, VT’s, events and sweepstakes. Trade invites to virtual tastings and trade tasting in NYC.Sweepstakes
  • 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
  • 63 Total Sign Ups to date. Deadline Aug. 166-8 RieslingsJournalists are requesting samples not be sending out unsolicitedMedia Trade Tasting at Hearth. Riesling Hour - Saturday, September 28, 2013from 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 2012 Finger Lakes Riesling vintage. • #WineChat-Wednesday, September 11, 201 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.Kevin Faehendrich? MIA?Tasting Events: Wineries and distributors work together to schedule the tasting events. Tasting event dates are relayed back to Stephanie for the Event page of 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 17-22.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.
  • After Party. TBD.EVENT DESCRIPTION:Join us on Thursday, September 17th for the 18th 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 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.
  • Wine Riot is the premiere wine event in the country to reach the 21- 35 year old Millennial audience. This revolutionary and educational wine event gives young drinkers a place to taste and learn about wines from around the world. Attendees have access to over 250 wines, mini wine seminars, a photobooth, temporary tattoos, and a free mobile app so they can remember all their favorite wines. Each city’s event has a 2,000-3,000 person capacity and tickets are only $50-60, creating an ideal and accessible environment for wine education.Volunteers:Katie RollerBelinda VenuttiKatie GeorgeErica PLuanneBarb from Dr. Frank
  • The Festival of Food is the largest independent tasting event in Upstate New York, with over 100 restaurants, wineries, breweries, caterers, specialty food purveyors, bakeries and farms in attendance. 13 wineries so far. 5 are Launch Participants.Heron HillThree BrosFulkersonDr. FrankStanding Stone--I will send our the information this afternoon of how to sign up
  • Industry 2012 Vintage Riesling TastingInvite participating wineries to blind taste the 2012 Rieslings. 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 went out last Friday. RSVP Friday, 9/16/13. Blind Tasting: IRF Scale arrangementsIndustry Tasting at Hearth RestaurantPaul Grieco also wants to host a FLX Riesling Industry tasting on the afternoon of Wednesday, September 18 which will include 15 participating wineries. Small tasting for about 30-35 industry and some media guests. Perfect timing with Harvest in the Square. This year its the day after Harvest in the SquareAdditional Events that we are working out the details for:Pop Up SyracuseSeptember 17, 2012ACF Dinner September 17
  • Virtual TastingsWineries form due last Friday. This year, one virtual tasting a week. One additional tasting from last year.
  • All graphics one slideLoved image last year. Consistent branding message for the program; used same image and updated and tweeked POS pieces to allign with the FLWA look.Available on RiesilngLaunch.comPosterRiesling Hour/ Sweepstakes*Shelf TalkersTake home today
  • I will send emails for reminders with all of this information.FORMS2012 Vintage Riesling Launch Winery Distribution Form | Due Tuesday, July 23, 2013Harvest in the Square Registration Form |Due Friday, July 26, 20132012 Vintage Riesling Launch Winery Virtual Tasting Sign Up Form | Due Friday, August 2, 2013Ultimate Riesling Experience Sweepstakes Form |Due Friday, August 2, 2013RSVP to 2012 Vintage Riesling Launch Informational Meeting | RSVP by Monday, August 6, 2013Harvest in the Square Certificate of Liability,   Email or Fax (607-936-0707) to Stephanie Jarvis | Due Tuesday, August 6, 2013RSVP to 2012 Vintage Riesling Launch Industry Tasting | RSVP by Friday, August 16, 2013>> 2012 Vintage Riesling Launch Industry Tasting Event | Due Friday, August 16, 2013Winery 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 siteUse Riesling Launch if need content for posts or consumer emails.
  • Kick off meeting august 7 2013

    1. 1. Kick-Off Meeting August 7, 2013
    2. 2.  Trade (T)  New York State Only  Media (M)  National  Consumers (C)  International  * Indicates new for 2013
    3. 3.  Packages  Marketing  Trade & Media  Distribution Communication  Sweepstakes  Harvest in the Square  Wine Riot  Festival of Food  Tasting Events  POS Materials  Action Items
    4. 4.  Full Package*  Retail/Rest tastings, Industry Kick Off Event, Riesling Hour, Microsite, Email Campaigns, Social Media Riesling of the day, POS, Consumer Sweepstakes, Promo Video, Harvest in the Square, Trade Industry Tasting Event, Virtual Tasting Event.  Basic Package*  Retail/Rest tastings, Industry Kick Off Event, Riesling Hour, Microsite, Email Campaigns, Social Media Riesling of the day, POS, Consumer Sweepstakes  A La Carte: Promo Video, Harvest in the Square, Trade Industry Tasting Event, Virtual Tasting Event
    5. 5.  Web   Winery Information Center Page*  Password: winery  Video  Facebook Ads  Social Media  Email  Consumer  Trade  Sweepstakes T, M, C
    6. 6. September 3-30, 2013  Listing on the Home Page of Riesling Launch website  Direct URL link to website with wine feature and/or event listing  Inclusion in all applicable geo-targeted consumer email blasts.  Mention on FLX social media pages (Twitter and Facebook).  Free POS Retailers (7 to date)  Host two Finger Lakes Riesling Tastings Restaurants and Wine Bars (1 to date)  Serve three Finger Lakes Riesling by the glass OR  Host two Finger Lakes Riesling Events * T, C
    7. 7.  75-100 Journalists—63 to date  Screened  Request samples for one of four virtual tastings VIRTUAL TASTINGS*  9/5/13: Live USTREAM at Glenora  9/11/13: #Winechat  9/16/13: Live USTREAM at Glenora  9/28/13: Riesling Hour M, C
    8. 8.  Distributor & Winery Conference Calls  Tasting Events  Online Event Submission  One Sheeter  POS  Sales Incentive Program T, C
    9. 9.  Sweepstakes: August 28th - September 28th  Wineries create an Ultimate Riesling Experience  Winner drawn during Riesling Hour  Winner and three friends pick favorite winery to redeem The Ultimate Riesling Experience. C
    10. 10. Tuesday, September 17, 2013 6:00 p.m. – 9:00 p.m. Union Square Park  FLWA Sponsorship same as last year  Wineries paired with chef  Increases Riesling Launch footprint  Food pairing enhances Riesling experience T, C
    11. 11. Friday & Saturday, September 20-21, 2013 FRI: 7 PM – 11PM | SAT: 1PM – 5 PM & 7 PM – 11PM 69th Lexington Armory—Gramercy Park • Two FLWA tables featuring 15 Rieslings • 1 case per winery • Volunteers for shifts C
    12. 12. Monday, September 16, 2013 6 PM – 9 PM Rochester Public Market  Recommended Event—FREE (Not an FLWA sponsorship)  Largest tasting event in Rochester. Benefits Food Bank.  Synergy with NY Wine Spotting (Michael Warren Thomas)  1,200-1,400 attendees  Deadline August 16, 2013  Logo & 1-2 sentences about winery or wine T, C
    13. 13. Industry 2012 Vintage Riesling Tasting Wednesday, August 21, 2013, 6:00 p.m. – 8:00 p.m. Wagner Vineyards on the deck  RSVP by 9/16/13 on Event Brite & $10 donation at door  Blind tasting 2012 Rieslings. Bring more to share.  Riesling Industry Event Form due 9/16/13 Industry Tasting at Hearth Restaurant Wednesday, September 18, 2013, time TBD Hearth Restaurant, NYC  Feature 15 wineries  Small trade & media crowd invited T
    14. 14. Virtual Tastings*  Tech Sheet & Winery Information Sheet Required  Amount of Riesling for media samples determined next week  Thursday, September 5, 2013 | LIVE USTREAM & Twitter at Glenora 8:00 PM - 9:00 PM EDT . 6-8 wineries  Wednesday, September 11, 2013 | #Winechat 9:00 PM - 10:00 PM EDT. 6-8 Wineries  Monday, September 16, 2013 | LIVE USTREAM & Twitter at Glenora 8:00 PM - 9:00 PM EDT. 6-8 wineries  Saturday, September 28, 2013 | Riesling Hour 6:00 PM - 10:00 PM EDT . All 19wineries. T, M, C
    15. 15. Winery On-Site Events  Capitalize on existing tasting events  Event Submissions Online  New tasting events  Specials & Deals T, M, C
    16. 16. T, M, C
    17. 17. T, M, C
    18. 18. T, M, C
    19. 19. Side 1 Side 2 T, M, C
    20. 20.  Winery Information Center Page, Password: winery FORMS/ ITEMS DUE  2012 Vintage Riesling Launch Winery Virtual Tasting Sign Up Form  Ultimate Riesling Experience Sweepstakes Form  Harvest in the Square COL  RSVP 2012 Vintage Riesling Launch Industry Tasting  2012 Vintage Riesling Launch Industry Tasting Riesling Form EMAIL  Updated 2012 Riesling photos to TO DO  Work with distributors  Post Riesling Launch logo on website  Include in consumer emails—events, Riesling Hour  Facebook and Tweet (#flxwine) about Riesling Launch