Wrs intro 4.1.13 revised


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An overview of the marketing concept that is Wine RockStars

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Wrs intro 4.1.13 revised

  1. 1. An Invitation fromWine RockStars™™ Not for Public Distribution. ©2013 Wine RockStars, LLC All Rights 1 Reserved
  2. 2. WINE ROCKSTARS™ “Some people have a hard time explaining rock n roll. I dont think anyone can really explain rock n roll. Like wine, rock n roll is a lifestyle and a way of thinking... and its not about money and popularity. Although, some money would be nice. So would some popularity. But rock n roll is a Russell Hammond, voice that says, Here I am! But what it all comes Stillwater down to is that thing. That indefinable thing when people catch on to something.” Not for Public Distribution. 2 ©2013 Wine RockStars, LLC All Rights Reserved
  3. 3. discussion / contents pageWelcome 4Every Picture Tells a Story 6Crossroads 33The Medium is the Message 42Crossroads – Part Deux 57Achtung Baby! 64Its More Than RockNRoll Baby 69Become a Rockin Good Winery 80 The Great Alan Freed THE DISC JOCKEY WHO COINED THE PHRASE “ROCK ’N’ ROLL” 3
  4. 4. Our purpose today is toinvest the next 45 minutes Our purpose today is to invest or so to introduce you tominutes or so to the next 20 the Wineintroduce you to the marketing RockStars™ conceptconcept that we call Wine RockStars™. Not for Public Distribution. ©2013 Wine RockStars, LLC All Rights 4 Reserved
  5. 5. WELCOME! 5
  6. 6. Rod StewartBegin the BeguineEVERY PICTURE TELLS A STORYDON’T IT 6
  7. 7. We need to go “wayback” in time to catch the beginning of our story Michael J. Fox in the movieBack to the Future 7
  8. 8. "Sorrow can be alleviated bygood sleep, a bath and a glassof good wine." St. Thomas Aquinas Noted Theologian, Raconteur of White Wine, Mead, and a bunch of other stuff 8
  9. 9. OOPS!We don’t need to go that farback in time, Marty. Let’s tryagain to get it right this time. Michael J. Fox Christopher Lloyd Sherman 9
  10. 10. “Let’s start at the verybeginning, a verygood place to start… Julie Andrews Sound of Music, 1965 Not for Public Distribution. 10©2013 Wine RockStars, LLC All Rights
  11. 11. “Can you tell I’m about to retch right in my glass? RockDoggie 11
  12. 12. “Where are the Back Street Boys when you really need them?” RockDoggie Street Right!Back Boys All 12
  13. 13. “Once more into thebreach my friends.” RockDoggie 13
  14. 14. The Wine RockStars™story actually begins thepivotal year of1 9 3 3 14
  15. 15. For the past 12 years the sale, manufacture, and transportation of beverage alcohol is considered to be a criminal offense. Not for Public Distribution. 15 ©2013 Wine RockStars, LLC All Rights
  16. 16. FDR, a noted lover of a niceMadeira, is sworn in as the 32nd President of the United States 16
  17. 17. The GREAT Robert Johnson is at the PEAK ofhis career and is almost finished“inventing” the modernmusical genre to become No one really knows, but we suspect Mr. Johnson’s favorite wine was the highly rated Chateau Coutet, Barsac, 1934 which, unfortunately, was not always easy to find on the known as the dusty roads of rural Mississippi and Texas Blues. 17
  18. 18. The movie “King Kong” opens to rave reviews in New York City on March 2, 1933Ms. Wray was known to likeFrench wine. Might we suggest avintage 2004 California Cabernetinstead? Mr. Kong, however, was known to drink anything he could find that wasn’t nailed down! Such a pity. 18
  19. 19. Influenced by Robert Johnson, Mu ddy Waters first picks up the guitar at Our guess is that Mr. Waters would like a nice the age of 19Pinot Noir, perhaps the Domaine de la Romanee Conti (DRC), Romanee Conti GC, 1937 19
  20. 20. The movie Duck Soup is released and Rufus T. Firefly is named fictional president of bankrupt “Freedonia” “Outside of a dog, a book is amans best friend.Inside of a dog its too dark to read.” Groucho Marx Mr. president, might we recommend a luscious Sonoma County Chardonnay to go with that book on a sun filled Sunday afternoon. Your dog can drink, well…whatever 20
  21. 21. Most important to our story,Great-Grandpa really wants a drink! 21
  22. 22. Long beforeHannibal Lechteruttered hisendorsement of thepairing of liver andfava beans, Great-Grandma wasknown to favor anice Chianti” “Look at Granny’s picture and tell me it doesn’t makes you think of flying monkeys.” RockDoggie 22
  23. 23. Few realize that a NEW age is DAWNING How about a “refreshingly sweet” yellow tail pink moscato or a “light and lively” sweet white roo and leave the Chianti to me? 23
  25. 25. Everyone Makes Money Again Ernest and Julio open their 1st winery in Napa 25
  26. 26. The 3-tier System regulating themanufacture, distrib ution and sale of wine, spirits and “Once, during Prohibition, I was forced to live for days on beer in the US is nothing but food and water.” introduced RockDoggie doing his best imitation of WC Fields 26
  27. 27. GREAT-GRANDPA OPENS THE FIRST RETAIL PACKAGE STORE And a Rockin good time was had by all! 27
  28. 28. AND THEN IN A TIME OFGREAT ANTICIPATION… “Wait for it…” RockDoggie 28
  29. 29. …NOTHING CHANGES for the next 80 YEARS“I’m not surprised. Are You?” RockDoggie 29
  30. 30. Why? Because despite its many benefits, the 3 – tier system has created powerfulinterests that tend to resist change even when brought on by modern day market forces. 30
  31. 31. Market forcesInsert your own snide such as thecomment here economic RockDoggie drivers of production and distribution; technological innovation; legal, political, c ultural developments; and the forces of globalization. 31
  32. 32. The pressures of change will only increase over time and will soon become irresistible. As part of his study of climbing plants, Darwin had a particular fascination with grapevines. Darwin was particularly intrigued by the fact that grapevines produce either tendrils (for climbing) or bunches of grapes (for reproduction) opposite each leaf – a reminder that grapevines evolved in a forest habitat 60 million years ago. The vine could adapt to a shaded environment and climb to sunlight using tendrils, or, when at the top of the forest, produce fruit. “He Had a great like for dogs too! Especially the “Beagle” Thus endeth the lesson. LOL” RockDoggie 32
  33. 33. “Time for a little of the old slow hand.” RockDoggie Eric Clapton Crossroads Guitar Festival 2013Wine RockStars™CROSSROADS 33
  34. 34. In many respects the wine industry hasreached a crossroads More popular than ever, with more choices being offered to the consumer, wine has increasingly become an important part of the national lifestyle “Crossroads” Catch the RockDoggie reference? Ha! 34
  35. 35. In many respects the wine industry hasreached a crossroads • The fundamental consumer base has and will continue to change. • There has been a sustained shift in consumption patterns away from bars and restaurants and more towards at-home consumption. Source: Beverage Information Group 35
  36. 36. In many respects the wine industry hasreached a crossroads • Core wine drinkers are those who drink wine daily, several times a week or about once a week • While marginal drinkers are those who drink wine less often than weekly—the greatest number of whom drink wine two to three times a month. • In 2010, marginal wine drinkers represent 31 million U.S. adults, making the total number of U.S. wine consumers 77 million. Source: Wine Market Council Estimate 36
  37. 37. In many respects the wine industry hasreached a crossroads• According to the Wine Market Council, the U.S. market gained 71 million cases in total table wine sales during the first full decade of the 21st century; creating the most transformative 10 years of positive change since the 1970s.• In 2000, 57 percent of all U.S. wine drinkers were marginal wine consumers, but today the core and marginal proportions have reversed. “In my humble opinion, this one of the most positive signs of acculturation if there ever was one!” RockDoggie 37
  38. 38. In many respects the wine industry has reached a crossroads • Part of that growth in off premise consumption is due to the fact that “occasions”—events worth purchasing or opening a bottle of wine for—are increasing in popularity.Source: Wine Market Council Estimate 38
  39. 39. In many respects the wine industry hasreached a crossroads• Consumers are finding more reasons to “celebrate” with a bottle of wine or drinking more wine when a bottle is opened. Wine Market Council Update on Jan. 18, 2013 39
  40. 40. In many respects the wine industry hasreached a crossroads• Of all wine drinkers, 57 Demos percent are now considered “core” wine drinkers, and they account for 25 percent of the Core United States’ adult NON- population. CORE• This represents a major shift in repeat purchasers and adds to the promise Wine Market Council Update on Jan. 18, 2013 of a brighter future. 40
  41. 41. In many respects the wine industry hasreached a crossroads• This group consumes an astounding 93 percent of the 175 million cases of wine sold off-premise last year.• Most importantly, data shows price points increase dramatically when wine is enjoyed with friends Wine Market Council Update on Jan. 18, 2013 41
  42. 42. The Sales PitchTHE MEDIUM IS THE MESSAGE 42
  43. 43. "Making wine - thats the easy part.” "Its selling itthats hard." Dario Sattui Sattui Winery Napa Valley, California 43
  44. 44. “RIP, Dude” We have to RockDoggie ask ourselves: Regardless of which channels we “The medium is the are using, how message” in our “global village” effective are Marshall McLuhan we at actuallyJuly 21, 1911 – December 31, 1980 connecting with the all important consumer? 44
  45. 45. And how is that message being shaped in the mind of the consumer? 45
  46. 46. Because of the 3-tier system, our “Well said!” RockDoggiemessaging tends tocome from the topdown. For theaverageperson, this canmake our productappearscripted, complicated, and difficult tounderstand, evensnobbish 46
  47. 47. Sometimes it seems that in our desire tocreate an air of “élan” around our products we risk leaving the majority of consumers out of the discussion. 47
  48. 48. We have created amultitude oftools so thatthe average consumer can understand the message After 3 or 4 glasses, this all RockDoggie makes perfect sense to me. 48
  49. 49. Much of which would become unnecessary if we really knew how to connect with our consumer 49
  50. 50. We also traditionally rely on the Sommelierto make the connection between our products But the and the everyday lives creation of of our consumers this connection can be fleeting and the bond is tied more to the venue than to the producer 50
  51. 51. We also rely on the typical main street wine shop to build connections with our consumers. So how’s that working out for ya? RockDoggie 51
  52. 52. Which designed bymen for men, typicallylooks about the sameas it did 80 years ago.
  53. 53. Walk into just about any wine shop and just look at the shelves stocked full, and row upon row of open crates; each crate plumped with a dozen bottles of the same wine.Not a single shelf or wine crate tells the real story of the product in the bottle. 53
  54. 54. Even as our businessmigrates to the onlinestore, we seem to be recreating the mistakes of the pastby simply duplicating the traditional retailwarehouse model on the internet “Don’t bother me now. I’m counting clicks.” RockDoggie 54
  55. 55. The world has changed so much since our “Makes it all seem so truly quaint to me.” Grandparents and RockDoggieGreat Grandparents first shopped at the corner wine andliquor store some 80 years ago. And yet in so manyways our industry has not. 55
  56. 56.  Many of the wines currently in the distribution system, most even—are unknown to the typical consumer, at least as far as the producer was concerned, and much too often even more than that.“I cannot take your call right now, but if it’s anemergency, white with fish and red with meat.” Alexis Bespaloff’s legendary answering-machine message 56
  58. 58. • It turns out that both men and women view wine as a high risk purchase.• They want to avoid being embarrassed in front of business associates or friends.• Both men and women man-age the risk by getting information at the point of purchase—which is where 70% of the purchase decisions are made. Source: Emerald Group 58
  59. 59. • Most of our messaging as an industry is traditionally geared toward men.• Yet, 80% of wine buyers are women.• The sources of information tend to differ, however, for men and women.• Men have a stronger tendency to read reviews and even books. Source: Emerald Group• Whereas women will look more closely at the labels and shelf tags. 59
  60. 60. When I walk into a store I like all the pretty labels to pickfrom. Its how I know they like me! They really like me! RockDoggie 60
  61. 61. • Its not surprising then that Brands with eye-catching names, and some with themes aimed at women consumers dominated the Top 20 New Brands of 2012 as picked from off-premise sales data. Source: Symphony IRI Group 61
  62. 62. TOP TEN NEW BRANDS 1. Skinnygirl, 2. Be, 3. Bella Bottle, 4. Acronym 5. Macaron 6. Fancy Pants 7. Thorny Rose 8. Wine Sisterhood 9. Flirt, and“Another sign that the SUBSTANCE of the industry’s messaging is really connecting with consumers. My 10. Ooh La La personal favorite is Artisan Vintner’s Guild” RockDoggie Source: Symphony IRI Group 62
  63. 63. Is it any wonder, then, that nearly $80 billion of product is sold every year through grocery stores at a price typically under $10.00?
  64. 64. Achtung Baby! In the real world the past decade or two has challenged us to rip off our neckties, shed our standard-issue business suits, and, most important, to lose our Model T-type attitudes toward our business. Bono, U2 64
  65. 65. The wine business today has become a high-stakes, high-risk, high-profile environment that is filledwith uncertainty, ambiguity and opportunity. 65
  66. 66. We have to accept the fact thatbusiness is only going to getweirder, tougher, and more turbulent. 66
  67. 67. The next 5 or10 years aregoing to beeven moreintenselycompetitive. 67
  68. 68. We need to create new reasons and a new approachfor consumers to reconnect with our industry and ourbrands. 68
  69. 69. “Its MORE than Rock’n’ROLL BABY!” 69
  70. 70. • When consumers find a toothpaste or a soda they like, they stick with it. The same is not true for wine. • With thousands of wines to choose from and with wine “We can learn a lot by being more of an adventurestudying other industries than other and other retailers” products, consumers are From the Wisdom of RockDoggie willing to try different brands much more frequently. • In fact, with so many brands, it is often difficult for the consumer to remember the name of the brand they liked. 70
  71. 71. • Consumers will; however, stick with a retailer that helps them get the right wine for the occasion.• While consumers have lower loyalty to the wines them-selves, they have strong loyalty to their wine retailer.• That’s why we created RockStars. 71
  72. 72. Youve got the sun, youve got themoon, and then youve got the fruit of the vine. Wine is one of real natural pleasures in life. So thenwhy do they make everything aboutit so bloody boring. There is just too much stuffiness in the wine business. Keith Richards The Rolling Stones Not for Public Distribution. ©2013 Wine RockStars, LLC All Rights Reserved 72
  73. 73. We want to reintroduce wine toconsumers in a wholly new way. Our goal is to create a new BION BFF customer experience and in IMNSHO doing so we expect to broaden LIFE, likeour market, to find a way to tell WINE isthe story behind each label, and MORE than a to create new and lasting connections between the LABELproducer and the consumer in a BABY! way that isfresh, exciting, fun, entertaining . 73
  74. 74. From the beginning we set out with RockStars to be a different kind of retailer We think that our customers deserve more. A whole lot more At every level Wine RockStars™ is designed to provide customers with a superior experience We plan to offer a very broad selection of products We will share our pricing advantages with our customers This approach is virtually unprecedented in our industry Gene Faul, Co-FounderWine RockStars, LLC “I think Gene included the Homer Simpson cartoon (top left) as a not so subtle reminder to me that I can be easily replaced” Almost GoneDoggie 74
  75. 75. Everything we do will be designed around our customer. Focus Whether they shop at one of our participating retail stores or visit us Fun online, we want them to have fun Purpose every time they shop with us. We hope to pique their interest, spark ideas, encourage them to try new things and help them learn something new along the way. 75
  76. 76. With something sogreat, shouldn’tthe wine people do a better job of making the whole business more approachable?The fact is wine is reallysexy, interesting , and fun. So why doesn’t somebody just say so? 76
  77. 77. Our messaging will include equal partsirreverence, information, expertise and outright fun! 77
  78. 78. Our strategy withRockStars™ is going to leanmore toward the improvisational and away from the top-down approach that can seemstilted, snobbish and scripted 78
  79. 79. Rock Stars is a program toprovide customers of all types with access to wines ofoutstanding quality and value selected by an elite team of wine professionals, Wine RockStars™, with decades of experience.Through Wine RockStars™ weplan to create that indefinablething when people catch on to something 79
  80. 80. Wine to me is passion. Its family and friends. Its warmth of heart and generosity of spirit. Wine is art. Its culture. Its the essence of civilization and the art of living. ~ Robert Mondavi, Autobiography, "Harvests of Joy“*Wine RockStars™ Next StepsBECOME A ROCKIN GOODWINERY™ * Please know that Mondavi Wines is NOT affiliated or associated in any way with and does not endorse the Wine RockStars™, LLC program. We just like the quote! 80
  81. 81. If you agree with us that we need to recapture the passion, to reconnect with family and friends, and that the products that we produce should fill the heart with warmth and a gentlygenerosity of spirit, then there is a verygood chance that you should seriously consider joining with our RockStars program by becoming a Rockin Good Winery™. Gene Faul, Co-Founder Wine RockStars, LLC 81
  82. 82. You have already been very generous with your time. Please take a few additional minutes to review the information being sent to you separately via e-mail. We hope that you look on our program Kathleen Homyock Director of Marketing with favor and are available to answerCo-founder, RockStars of Wine, LLC any questions and to discuss your potential participation. (need additional contact details) 82