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MCW_FRANCHISE_Guide_2016_71216 (1)

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MCW_FRANCHISE_Guide_2016_71216 (1)

  1. 1. 2016 PRODUCT GUIDE EST. 2011 | MODERN CRAFT A DIFFERENT KIND OF WINE.
  2. 2. OUR GOAL IS TO… BECOME THE LEADER IN FREE-SPIRITED,LIFESTYLE AND DESTINATION W INES BY CREATING UNIQUE FLAVORS THAT BREAK FREE FROM THE ORDINARY W INE EXPERIENCE.
  3. 3. WHO’S OUR CUSTOMER? MILLENNIALS DRINK NEARLY HALF OF ALL WINE IN THE U.S. According to new research (http://www.winespectator.com/webfeature/show/id/52689) from the industry nonprofit Wine Market Council, detailed in Wine Spectator. Millennials, defined as the 79 million Americans ages 21 to 38, drank 159.6 million cases of wine in 2015. (An average of 2 cases per person.) Millennials drank 42% of all wine in the U.S. last year, more than any other generation. WHO’S OUR CUSTOMER?
  4. 4. STATISTICS: THE STUDY LOOKED AT “HIGH FREQUENCY” DRINKERS, THOSE WHO DRINK SEVERAL TIMES A WEEK AND FOUND:
 •  Millennials make up 30 percent of this group. They average 3.1 glasses of wine per sitting, also more than other generations. •  The under $20 price point seems to be the limit for this group. (however, 17% of this group will purchase wines over $20) REGULAR DRINKERS BABY BOOMERS 38% Gen Xers 20% STATISTICS:
  5. 5. STATISTICS: Women make up 65.7 percent of Modern Craft’s customer base with over 70 percent ranging in age from 21 to 44. AMONG THOSE HIGH FREQUENCY DRINKERS UNDER 30, TWO-THIRDS OF THEM WERE WOMEN. Nielsen data shows the average retail cost of a bottle of wine was $7.81 in 2015, Wine Spectator notes http://www.winespectator.com/webfeature/show/id/52689 The millennial is in search of new and disruptive wines at a faster pace than the other generations STATISTICS:
  6. 6. Millennials are often referred to as “Foodies.” They are setting conventional food pairings aside and adding wine into their lives on their own terms, not interested in traditional pairing. - Chris Fehrnstrom, chief marketing officer STATISTICS: Millennial's are in search of adventure looking for new and “disruptive” wines from other markets. Tom Nixon, CEO Modern Craft Wines They are less likely to purchase wines from California then other age groups. . Wine drinking Millennials use as their platforms for sharing and talking about wine. STATISTICS:
  7. 7. Modern Craft is altogether different. Our NATURAL fruit infused wines scream premium quality, without the outrageous price tag. Each wine tastes as great as it smells and has limitless potential to be mixed with other food and drink products creating a new MIXperience every time. THIS IS THE WINE YOU ALWAYS WANTED.
  8. 8. •  Modern Craft was established in Au Gres, Michigan in 2011 by Tom Nixon, aka the “mad mixologist” who concocted a process (a propriety trade secret now) by tinkering with unique flavors and ingredients that aren’t typically found together in the traditional world of wine making. •  MC lets the vineyards concentrate on what they do best so we can concentrate on what we do best. That is, making affordable, premium tasting fruit varietal wines the modern way.  •  MC is positioned between the “beverage wines” and Premium Fruit Wines WHO WE AREWHO WE ARE
  9. 9. A DIFFERENT KIND OF WINE •  MC wine has limitless potential to be mixed with other food and drink products creating a new experience for the customer. •  MC gives the traditional wine section a MAKEOVER with our stand out packaging that practically sells itself! •  MC will deliver incremental sales and NEW customers (that don’t even drink wine) to the wine section. •  MC is a perfect partner to merchandise in other departments like produce, meat, cheese, deli, floral and specialty shops. A DIFFERENT KIND OF WINE
  10. 10. •  Customers will be mixing MC wines together (increased unit sales) or with other drink products like branded sodas, national branded ginger ales, tonics, spirits, craft beers…the mixing potential is endless! •  MC gives customers the opportunity to “make it your own” something no one does in the wine industry. •  MC lifestyle and destination wines are anything but routine. A DIFFERENT KIND OF WINE HONESTLY, YOU WON’T FIND ANOTHER WINE LIKE MODERN CRAFT! A DIFFERENT KIND OF WINE
  11. 11. MIXPERIENCE • Create your own “MIXPERIENCE” with MC natural fruit infused wines • MC Wines are designed to be mixed with other drinks and pairings • Customers can make their own signature cocktails • Chefs and Foodies can create their own fusion recipes • Bartenders can “mix it up” with stouts, spirits and bar mixes • Fusion brings higher margins and repeat customers
  12. 12. Like a little sister, Cherry is sweet but packs a punch. Moderate sweetness, with a medium body. Sweet Marashino cherries are expertly balanced with a tart, pleasant zing in this fruit-infused, sweet red wine. TASTE ADVENTURE SILVER METAL PACKAGE DESIGN The week-end starts now! Head North and don’t forget to take our semi-sweet wine. This affectionate fun loving white wine has a ton of personality finishes with a citrus kick! Grab Your Taste Buddies and Head North or just enjoy a bottle with your BBQ on the back patio watching the sunset! Head North with our easy drinking, deeply rich in color, rock and roll Red! This semi – sweet Frontenac is destined to become a greatest hit with your friends and the life of your NB parties. Be warned, you will need to stock up on this one! A perfect outdoors companion goes great with s’mores and your best campfire story! For a light, sweet, mellow experience, bring Peach along. Delightfully smooth, semi-sweet Chardonnay infused with fresh, ripe peaches. Summer lovin’ – it’s delicate flavor of white is designed to be poured over ice for those hot summer days. The light and crisp with a very mild flavor is perfect for chilling. You will not want to leave your house without a bottle for your summer adventures. Not As Sweet As You Think! Introducing our newest blended white wine infused with Mandarin Orange. This fierce fun bright bold wine with a citrus kick at the end is great by itself or punch it up with Cranberry Juice or Pina Colada mix.  Fresh and light, Raspberry is ripe for any adventure you’re up for. Light bodied and sweet, with ripe red raspberries infused into a Pinot Noir – this wine is a tantalizing dance for taste buds. Blackberry is like dancing to the blues, nice and slow. A semi-sweet, medium-bodied red. Smooth and mellow from start to finish, this blackberry-infused Merlot is abundant in luxurious fruit flavor. Move over mimosas – a crisp shot of sweet and citrus is new in town. A refreshing blush wine with a memorable, delightful taste and aroma. NEWNEWNEWNEW SILVER METAL PACKAGE DESIGN TASTE ADVENTURE
  13. 13. HEAD NORTH Meet our new NORTHBOUND RED NORTHBOUND WHITE destination wines! Launch Date: April 2016
  14. 14. LOCAL MARKETING WHAT IS “GRASS ROOTS” MARKETING? GOING LOCAL: Marketing programs, events, networking, and relationships developed by individual MIXperience Rooms to drive traffic into your location. The success of Going Local marketing is an investment into the community in which your location resides. Modern Craft MIXperience Rooms are strategically located in high traffic “lifestyle and destination” hotspots. These “go to” locations are where our target market typically ventures out to eat, drink, shop, entertain, and attend sporting events. (typically within walking distance). Going Local starts from the ground up. Modern Craft targets and markets our local events around the “MIXperience” that our wines create. Our efforts are focused on continually driving our “point of difference” through all forms of local press, social media, mixer events, and non-profits. The purpose of incorporating a local marketing program is to motivate wine enthusiasts and people who don’t typically drink wine to come to your MIXperience Room and GetInTheMCMix!!! This targeted group through word of mouth and your local marketing programs increases customer counts, customer loyalty, and repeat frequency of visits.
  15. 15. MARKETING YOUR MIXPERIENCE ROOM Here is a checklist of effective profitable ways that MC MIXperience Rooms build brand awareness and gain market share within their trade area: Chamber of Commerce Membership in Community Clubs Sponsorships New Releases Wine Club Direct Sales Monthly Promotions Email Blasts Private Parties Pop Up Sales Mixer Parties Fusion Dinners Non-profit events Bus Tours Press Releases Events Paint Pours
  16. 16. A DIFFERENT KIND OF WINE #GETINTHEMCMIX IN ORDER T O BE IRREPLACEABLE. ONE MUST ALWAYS BE DIFFERENT . ™ SPECIAL OFFERINGS TO DRIVE SALES MCW SALES MATERIALS TO REPS • P.O.P signage • Bottle Hangers • Shelf Talkers • Mixology recipe • Food Pairing Recipes A DIFFERENT KIND OF WINE ® A DIFFERENT KIND OF WINE ® A DIFFERENT KIND OF WINE ® A DIFFERENT KIND OF WINE ® SPECIAL OFFERINGS TO DRIVE SALES s 1 2 3 BY ITSELF OR OVER ICE MIX WITH OTHER MC FLAVORS! MIX WITH OTHER DRINKS! • NATURAL FRUIT INFUSED FLAVOR • NOT AS SWEET AS YOU THINK • CREATE YOUR OWN MIXPERIENCE • 100 + WAYS TO MIX FUZZY CHERRY CHERRY + PEACH Don’t be surprised if we just start bottling this delicious combination ourselves. SLOW JUKE JUICE BLACKBERRY + LEMONADE Garnish with lemon, and savor. WWW.MODERNCRAFTWINE.COM
  17. 17. SPECIAL OFFERINGS TO DRIVE SALES • Tasting Kiosk • In-store promotions • Trained pourers • Liability Insurance • Permits Dual sided 8-Case Display Rack (13 ½ “ x 19 ½ Footprint.) FREE IN-STORE WINE TASTINGS TO INCLUDE: 1. Break free from the Red and White sections 2. Establish and “own” a Fruit Wine in-store presence WHY MODERN CRAFT INVESTS IN AISLE DISPLAYS SPECIAL OFFERINGS TO DRIVE SALES • Tasting Kiosk • In-store promotions • Trained pourers • Liability Insurance • Permits Dual sided 8-Case Display Rack (13 ½ “ x 19 ½ Footprint.) FREE IN-STORE WINE TASTINGS TO INCLUDE: 1. Break free from the Red and White sections 2. Establish and “own” a Fruit Wine in-store presence WHY MODERN CRAFT INVESTS IN AISLE DISPLAYS SPECIAL OFFERINGS TO DRIVE SALES
  18. 18. RE-CAP OF NEW RELEASES 2016 April Northbound Red White May Mandarin Orange Aug. / Sept. Cabin Apple Cider RE-CAP OF NEW RELEASES 2016
  19. 19. #GETINTHEMCMIX We know it’s unusual to MIX WINES TOGETHER. WE LIKE UNUSUAL. We’ve learned something from our customers. They like mixing our fruit wines together in very creative and flavorful ways. MORE MIXING COMBINATIONS MEANS MORE BOTTLES SOLD! #GETINTHEMIX We know it’s unusual to MIX WINES TOGETHER. WE LIKE UNUSUAL. We’ve learned something from our customers. They like mixing our natural fruit wines together in very creative and flavorful ways.
  20. 20. AU GRES, MI CLARE, MI WEST BRANCH,MIHARRISVILLE, MI WE INVITE YOU TO VISIT ONE OF OUR MC MIXPERIENCE ROOMS:
  21. 21.   Kym Riffel | VP of Sales Marketing 211 E. Huron Road | Au Gres, MI 48703 Kym.Riffel@moderncraftwine.com  424.675.1936   MAKE IT YOUR OWN! 1 BY ITSELF OR OVER ICE 2 MIX WITH OTHER MC FLAVORS! 3 MIX WITH OTHER DRINKS!

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