Millennials are a key target market for Modern Craft wines. They drink nearly half of all wine consumed in the US annually and prefer unique, lifestyle wines that break from tradition. Modern Craft aims to create fruit-infused wines at affordable prices that can be enjoyed on their own or mixed creatively to suit millennial tastes. Their wines have natural fruit flavors, lower sweetness than expected, and marketing encourages customers to "make it their own" through mixing.
4. 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?
5. 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:
6. 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:
7. 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:
8. 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.
9. WHO WE ARE
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 natural 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
•
•
•
10. 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
11. • 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
12. 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
13. 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
14. 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
15. 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
17. RE-CAP OF NEW RELEASES 2016
April
Northbound
Red White
May
Mandarin
Orange
Aug. / Sept.
Cabin Apple
Cider
RE-CAP OF NEW RELEASES 2016
18. 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#GETINTHEMCMIX
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.
19.
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!
