The document provides an overview, SWOT analysis, target audiences, and communications strategy for the California Wine Institute. The Institute aims to increase sales and recognition of mid-range ($10-25) California wines. Their strengths include a large selection of mid-range wines and market leadership in the US. Target audiences are restaurants/bars, retailers, and male/female wine drinkers aged 21+, focusing on Millennials and Gen X. The communications strategy involves promoting mid-range wines through media relations, social media, and highlighting California tourism.
The document discusses strategies for attracting millennial customers to a wine program. It notes that millennials, aged 21-34, represent a large and growing market segment with significant purchasing power. Some key characteristics of millennials include being unafraid to try new wines, unimpressed by big brands, socially-motivated, and open to unusual varietals. The document recommends tactics like hosting blind tasting and theme events, offering diverse selections including French/Italian/Spanish wines, using technology and social media, and providing educational point-of-sale materials.
Napa Technology Seminar: Increasing Profits With Wines By The GlassAngelsmith, Inc.
For any restaurant or retailer who sells wines by the glass, squeezing out profit on each wine bottle is critical to success. This presentation is great for food and beverage managers who are responsible for profit and loss. This slide presentation on increasing wine profit provides tips and how tos to achieve maximum value out of each bottle.
How Wine Sampling Impacts Retail Sales In Grocery StoresAngelsmith, Inc.
This document summarizes a webinar about trends in the wine aisle for retail and grocery stores. It introduces the panelists, which include the director of wine for Harris Teeter and a wine writer. The webinar discusses how both grocers and wine retailers are looking to provide more of an experience for customers through sampling and events. Sampling is seen as key to driving increased sales. Grocery stores are also changing how wine is organized from regions to styles. The webinar highlights the growth in wine sales and how technology can help retailers provide sampling and education.
Napa Technology and other wine industry experts provide an incredible look at millennial attributes, their relationship with wine and how valuable they are to your restaurant's profitability.
This document provides a marketing recommendation for Smooth Ambler Spirits to focus on visits and trips catering to college alumni groups. College alumni groups are an ideal target market as they tend to be younger drinkers who are well educated. Targeting groups within a 4 hour radius would be beneficial. Weekend trips incorporating visits to Smooth Ambler Spirits and other local attractions would appeal to alumni groups. The document also analyzes Smooth Ambler's target market of millennials aged 21-34, the spirits industry, and potential competitors.
The document discusses strategies for marketing wine to millennials. It defines millennials as those born between 1980-1995 and notes they are an important target market. Some key points made include that millennials like technology, embrace diversity, find value in fun experiences, are environmentally conscious, and are more likely to experiment with new brands. The document recommends focusing on packaging, labels, digital marketing, and events to appeal to millennials. Specific strategies discussed include creative packaging, viral digital videos, wine blogs, social media, and tasting events designed around fun experiences.
The document provides background on the jerky market and insights into the target demographic of "Spontaneous Adventurers." It then details the development of a new jerky brand called NW Refuge Jerky targeting this demographic. The brand positioning focuses on locally sourced jerky that provides sustenance and flavorful experiences for adventurers. Packaging, digital marketing, influencer partnerships, and event strategies are discussed to launch and promote the brand.
The document discusses strategies for promoting wine tourism in undiscovered regions through social media and other marketing techniques. It provides tips for using platforms like Twitter, Facebook, Pinterest and hashtags to engage international audiences and build awareness of destinations beyond well-known regions. Specific examples are given of how the Okanagan Valley in Canada and Baja California in Mexico leveraged these methods to increase tourism by focusing on their unique qualities and partnering with local governments and media.
The document discusses strategies for attracting millennial customers to a wine program. It notes that millennials, aged 21-34, represent a large and growing market segment with significant purchasing power. Some key characteristics of millennials include being unafraid to try new wines, unimpressed by big brands, socially-motivated, and open to unusual varietals. The document recommends tactics like hosting blind tasting and theme events, offering diverse selections including French/Italian/Spanish wines, using technology and social media, and providing educational point-of-sale materials.
Napa Technology Seminar: Increasing Profits With Wines By The GlassAngelsmith, Inc.
For any restaurant or retailer who sells wines by the glass, squeezing out profit on each wine bottle is critical to success. This presentation is great for food and beverage managers who are responsible for profit and loss. This slide presentation on increasing wine profit provides tips and how tos to achieve maximum value out of each bottle.
How Wine Sampling Impacts Retail Sales In Grocery StoresAngelsmith, Inc.
This document summarizes a webinar about trends in the wine aisle for retail and grocery stores. It introduces the panelists, which include the director of wine for Harris Teeter and a wine writer. The webinar discusses how both grocers and wine retailers are looking to provide more of an experience for customers through sampling and events. Sampling is seen as key to driving increased sales. Grocery stores are also changing how wine is organized from regions to styles. The webinar highlights the growth in wine sales and how technology can help retailers provide sampling and education.
Napa Technology and other wine industry experts provide an incredible look at millennial attributes, their relationship with wine and how valuable they are to your restaurant's profitability.
This document provides a marketing recommendation for Smooth Ambler Spirits to focus on visits and trips catering to college alumni groups. College alumni groups are an ideal target market as they tend to be younger drinkers who are well educated. Targeting groups within a 4 hour radius would be beneficial. Weekend trips incorporating visits to Smooth Ambler Spirits and other local attractions would appeal to alumni groups. The document also analyzes Smooth Ambler's target market of millennials aged 21-34, the spirits industry, and potential competitors.
The document discusses strategies for marketing wine to millennials. It defines millennials as those born between 1980-1995 and notes they are an important target market. Some key points made include that millennials like technology, embrace diversity, find value in fun experiences, are environmentally conscious, and are more likely to experiment with new brands. The document recommends focusing on packaging, labels, digital marketing, and events to appeal to millennials. Specific strategies discussed include creative packaging, viral digital videos, wine blogs, social media, and tasting events designed around fun experiences.
The document provides background on the jerky market and insights into the target demographic of "Spontaneous Adventurers." It then details the development of a new jerky brand called NW Refuge Jerky targeting this demographic. The brand positioning focuses on locally sourced jerky that provides sustenance and flavorful experiences for adventurers. Packaging, digital marketing, influencer partnerships, and event strategies are discussed to launch and promote the brand.
The document discusses strategies for promoting wine tourism in undiscovered regions through social media and other marketing techniques. It provides tips for using platforms like Twitter, Facebook, Pinterest and hashtags to engage international audiences and build awareness of destinations beyond well-known regions. Specific examples are given of how the Okanagan Valley in Canada and Baja California in Mexico leveraged these methods to increase tourism by focusing on their unique qualities and partnering with local governments and media.
Barroso & Sons LLC is proposing a new hibiscus flower wine called "Vino Flor de Jamaica" or "Señorita Maria" to tap into the growing Hispanic wine market in the US. The wine is made from hibiscus flowers grown organically in Mexico and contains 12.5% alcohol. It has a sweet flavor profile that will appeal to Hispanic consumers, especially females, who prefer sweet wines. By launching "Señorita Maria", Barroso & Sons aims to be one of the first companies to target the Hispanic female wine drinker in the US liquor market as Hispanics make up a larger portion of the US population and consume more wine each year.
Oregon Winery Visitor Profile Research Report - 2019Oregon Wine Board
Research on Oregon wine visitors conducted by University of Oregon and sponsored by the Oregon Wine Board and Travel Oregon. Includes deep dive into Rogue Valley, Umpqua Valley and Columbia Gorge visitors and 19 personas based on visitor segments.
Presentation deck from Rogue Valley Wine Visitor Profile Workshop conducted by the University of Oregon Institute for Policy Research & Engagement, May 15, 2019
This document provides an executive summary for a proposed frozen beverage bar called Lone Star Daiquiris in Austin, Texas. It notes that Austin lacks a daiquiri bar despite its large population and nightlife scene. The proposed bar would be located in the popular tourist neighborhood of South Congress, which sees many visitors but lacks venues for them to sit and drink casually. Lone Star Daiquiris aims to attract both tourists and locals by offering a wide selection of daiquiri flavors and menu items, as well as a take-out window for open container laws in the area.
Willamette Valley Wine Tourist Profile - 2019 Research Oregon Wine Board
The document provides an executive summary of research findings from a study of wine tourists to the Willamette Valley in Oregon. Key findings include that the average wine tourist is 51 years old, has an annual household income over $113,000, has visited the valley 3 times previously, spends over $600 per trip, visits an average of 3.7 wineries and purchases 6 bottles of wine. The majority of wine tourists are from Oregon but one-third of out-of-state visitors have visited multiple times previously.
1) The document discusses the trend of restaurants offering multi-ethnic cuisines to cater to increasingly diverse customer bases. As immigration increases in the US, customers with different ethnic backgrounds and food preferences are demanding options that satisfy multiple tastes.
2) Two examples are provided of restaurants adapting to this trend - the African Forest Restaurant in Minnesota which offers African, American, Asian and Caribbean dishes, and Zara Restaurant in Atlanta which provides an international menu in a variety of dining settings.
3) An interview with the owner of African Forest Restaurant reinforces that providing authentic, in-depth representations of different cuisines will be necessary for restaurants to stay competitive as diversity increases. Offering choices that meet the cultural
Donatella Cinelli Colombini is an Italian wine producer known for high quality wines crafted from family legacy in Tuscany. To increase brand awareness and sales, the strategic plan focuses on social media campaigns and philanthropic events in the US. Key objectives are to increase brand awareness by 10% and sales by 5% through consistent social media interaction. While the brand has a strong reputation, inconsistent social media posts weaken interactions. The plan implements campaigns in February, August and December and allocates a budget of €23,250 for events and €30,000 for a social media manager.
Wine has historically been used as a symbol of social status and wealth. Marketing of wine often emphasizes this association by portraying wine as indicative of success, education, career and lifestyle. Effective marketing balances perceptions of wine's authentic heritage and prestige to make exclusivity desirable to consumers. While high-income individuals may consider wine an important status symbol, its role in social status is experienced differently across cultures and socioeconomic classes.
Social Media Marketing for the Wine Industry - Silicon Valley Business JournalEarthsite
The wine industry has been one of the slowest industries to adopt internet-based technologies. There is a big opportunity for wine brands to engage directly with those who drink the wine. Relationships sell wine!
This document provides a strategic public relations plan for Second Glass Wine Riot events in 2014. It summarizes background on Second Glass, which organizes Wine Riot events to educate young wine enthusiasts. Research goals are outlined to understand public perception and the target demographic. A situation analysis identifies strengths like social media efforts but also weaknesses like a small team and limited events. Opportunities include more social media use, but threats include competitive wine businesses and events.
Fox Run Vineyards is a family-owned winery located in the Finger Lakes region of New York. Their marketing plan aims to target young, cultured, locally-driven, and environmentally conscious consumers. Their value proposition focuses on the high quality and variety of their cool-climate wines which are produced sustainably. Their marketing strategies include expanding their wine club, promoting special events, and increasing social media and online presence to build loyalty with their target audience.
This presentation will provide a recap of the Oregon Wine Board’s 2018 education initiatives and will shine a light on the program’s 2019 focus and opportunities for educating your team in the coming year.
Silicon Valley Bank 2015 State of the Wine Industry PresentationSilicon Valley Bank
The Silicon Valley Bank 2015 State of the Wine Industry Presentation is a companion to the report of the same name. The presentation identifies trends and addresses current issues facing the U.S. wine industry, offering data and observations that help that wineries can use to develop their business strategies.
Silicon Valley Bank's wine report is based on its in-house expertise as one of the largest bankers to the West Coast wine industry for nearly 20 years, a proprietary database of more than a decade of winery financials, ongoing research, and an annual survey of 600 West Coast wineries.
This document provides information about Chateau Ste Michelle, the oldest winery in Washington State. It discusses the winery's positioning in the market, its target audiences, price ranges and varieties of wines offered. It also examines the winery's competitors in Washington State and more broadly in the US, noting that it faces competition from other California brands. The document provides advice to the wine brand manager, recommending expanding online sales internationally and developing a unique brand identity tied to its history and American terroir.
This document summarizes trends in the craft beer market based on consumer insights. It finds that millennials currently make up almost half of regular craft beer drinkers and will continue driving growth. While most craft beer drinkers are currently male, brewers are looking to attract more female drinkers. The term "craft" can mean different things to consumers and brands need to ensure their interpretation aligns with their target audience. The document also notes trends like the rise of sessionable and lower alcohol craft beers, as well as increasing cross-border collaborations between craft brewers.
1) The Chinese wine market presents opportunities for Australian businesses but many make common mistakes in their marketing strategies by failing to understand Chinese consumers.
2) Specifically, many businesses focus on the government market but are now missing out as consumers become more important; they overestimate Chinese knowledge of wine and focus on heritage rather than lifestyle; and they fail to establish an effective online presence in China.
3) To succeed, wine producers need a clear understanding of the Chinese market and flexibility to address challenges; they should target middle-class consumers and leverage online sales and digital marketing while ensuring their websites are locally hosted and optimized for Chinese users.
The global wine market faces challenges of oversupply, fragmentation, and changing consumer behavior. Global wine production has increased from 25 billion liters in 2000 to the same level in 2012, coming from more sources. The wine industry is fragmented with no concentration in production or offerings. Consumer behavior is also fragmented, with more people drinking less alcohol. Opportunities exist in emerging markets, online sales, and on-premise consumption. The wine industry must adapt to growing diversity in global consumption trends.
Undiscovered to Discovered: Lessons your wine region can learn from Okanagan ...BrixChick Liza
North America is so much more than just the United States. The regions of Oakangan and Baja in Canada and Mexico respectively are doing amazing things to spur tourism. Thea Dwelle and Liza Swift were priveleged to visit and learn from them. They presented these finding in Zagreb, Croatia at the Internationa WIne and Tourism Conference. They are available to present again. Their motto is "Have clicker. WIll travel"
A survey found that 61% of people prefer hosting events at home because it provides a more comfortable, home-like environment without the main worries of cleaning, furniture damage, or disturbing neighbors that come with hosting elsewhere. The survey also found that 79% of people want to book home hosting services immediately.
15ème Symposium des Réseaux Data & TélécomsCarlos Moreno
Le mardi 17 mai 2016, le Professeur Carlos Moreno présidait le 15ème Symposium des Réseaux Data & Télécoms organisé par Acome en partenariat avec le Groupe Caisse des Dépôts, les sociétés 3M et Commscope. Découvrez sa présentation !
Barroso & Sons LLC is proposing a new hibiscus flower wine called "Vino Flor de Jamaica" or "Señorita Maria" to tap into the growing Hispanic wine market in the US. The wine is made from hibiscus flowers grown organically in Mexico and contains 12.5% alcohol. It has a sweet flavor profile that will appeal to Hispanic consumers, especially females, who prefer sweet wines. By launching "Señorita Maria", Barroso & Sons aims to be one of the first companies to target the Hispanic female wine drinker in the US liquor market as Hispanics make up a larger portion of the US population and consume more wine each year.
Oregon Winery Visitor Profile Research Report - 2019Oregon Wine Board
Research on Oregon wine visitors conducted by University of Oregon and sponsored by the Oregon Wine Board and Travel Oregon. Includes deep dive into Rogue Valley, Umpqua Valley and Columbia Gorge visitors and 19 personas based on visitor segments.
Presentation deck from Rogue Valley Wine Visitor Profile Workshop conducted by the University of Oregon Institute for Policy Research & Engagement, May 15, 2019
This document provides an executive summary for a proposed frozen beverage bar called Lone Star Daiquiris in Austin, Texas. It notes that Austin lacks a daiquiri bar despite its large population and nightlife scene. The proposed bar would be located in the popular tourist neighborhood of South Congress, which sees many visitors but lacks venues for them to sit and drink casually. Lone Star Daiquiris aims to attract both tourists and locals by offering a wide selection of daiquiri flavors and menu items, as well as a take-out window for open container laws in the area.
Willamette Valley Wine Tourist Profile - 2019 Research Oregon Wine Board
The document provides an executive summary of research findings from a study of wine tourists to the Willamette Valley in Oregon. Key findings include that the average wine tourist is 51 years old, has an annual household income over $113,000, has visited the valley 3 times previously, spends over $600 per trip, visits an average of 3.7 wineries and purchases 6 bottles of wine. The majority of wine tourists are from Oregon but one-third of out-of-state visitors have visited multiple times previously.
1) The document discusses the trend of restaurants offering multi-ethnic cuisines to cater to increasingly diverse customer bases. As immigration increases in the US, customers with different ethnic backgrounds and food preferences are demanding options that satisfy multiple tastes.
2) Two examples are provided of restaurants adapting to this trend - the African Forest Restaurant in Minnesota which offers African, American, Asian and Caribbean dishes, and Zara Restaurant in Atlanta which provides an international menu in a variety of dining settings.
3) An interview with the owner of African Forest Restaurant reinforces that providing authentic, in-depth representations of different cuisines will be necessary for restaurants to stay competitive as diversity increases. Offering choices that meet the cultural
Donatella Cinelli Colombini is an Italian wine producer known for high quality wines crafted from family legacy in Tuscany. To increase brand awareness and sales, the strategic plan focuses on social media campaigns and philanthropic events in the US. Key objectives are to increase brand awareness by 10% and sales by 5% through consistent social media interaction. While the brand has a strong reputation, inconsistent social media posts weaken interactions. The plan implements campaigns in February, August and December and allocates a budget of €23,250 for events and €30,000 for a social media manager.
Wine has historically been used as a symbol of social status and wealth. Marketing of wine often emphasizes this association by portraying wine as indicative of success, education, career and lifestyle. Effective marketing balances perceptions of wine's authentic heritage and prestige to make exclusivity desirable to consumers. While high-income individuals may consider wine an important status symbol, its role in social status is experienced differently across cultures and socioeconomic classes.
Social Media Marketing for the Wine Industry - Silicon Valley Business JournalEarthsite
The wine industry has been one of the slowest industries to adopt internet-based technologies. There is a big opportunity for wine brands to engage directly with those who drink the wine. Relationships sell wine!
This document provides a strategic public relations plan for Second Glass Wine Riot events in 2014. It summarizes background on Second Glass, which organizes Wine Riot events to educate young wine enthusiasts. Research goals are outlined to understand public perception and the target demographic. A situation analysis identifies strengths like social media efforts but also weaknesses like a small team and limited events. Opportunities include more social media use, but threats include competitive wine businesses and events.
Fox Run Vineyards is a family-owned winery located in the Finger Lakes region of New York. Their marketing plan aims to target young, cultured, locally-driven, and environmentally conscious consumers. Their value proposition focuses on the high quality and variety of their cool-climate wines which are produced sustainably. Their marketing strategies include expanding their wine club, promoting special events, and increasing social media and online presence to build loyalty with their target audience.
This presentation will provide a recap of the Oregon Wine Board’s 2018 education initiatives and will shine a light on the program’s 2019 focus and opportunities for educating your team in the coming year.
Silicon Valley Bank 2015 State of the Wine Industry PresentationSilicon Valley Bank
The Silicon Valley Bank 2015 State of the Wine Industry Presentation is a companion to the report of the same name. The presentation identifies trends and addresses current issues facing the U.S. wine industry, offering data and observations that help that wineries can use to develop their business strategies.
Silicon Valley Bank's wine report is based on its in-house expertise as one of the largest bankers to the West Coast wine industry for nearly 20 years, a proprietary database of more than a decade of winery financials, ongoing research, and an annual survey of 600 West Coast wineries.
This document provides information about Chateau Ste Michelle, the oldest winery in Washington State. It discusses the winery's positioning in the market, its target audiences, price ranges and varieties of wines offered. It also examines the winery's competitors in Washington State and more broadly in the US, noting that it faces competition from other California brands. The document provides advice to the wine brand manager, recommending expanding online sales internationally and developing a unique brand identity tied to its history and American terroir.
This document summarizes trends in the craft beer market based on consumer insights. It finds that millennials currently make up almost half of regular craft beer drinkers and will continue driving growth. While most craft beer drinkers are currently male, brewers are looking to attract more female drinkers. The term "craft" can mean different things to consumers and brands need to ensure their interpretation aligns with their target audience. The document also notes trends like the rise of sessionable and lower alcohol craft beers, as well as increasing cross-border collaborations between craft brewers.
1) The Chinese wine market presents opportunities for Australian businesses but many make common mistakes in their marketing strategies by failing to understand Chinese consumers.
2) Specifically, many businesses focus on the government market but are now missing out as consumers become more important; they overestimate Chinese knowledge of wine and focus on heritage rather than lifestyle; and they fail to establish an effective online presence in China.
3) To succeed, wine producers need a clear understanding of the Chinese market and flexibility to address challenges; they should target middle-class consumers and leverage online sales and digital marketing while ensuring their websites are locally hosted and optimized for Chinese users.
The global wine market faces challenges of oversupply, fragmentation, and changing consumer behavior. Global wine production has increased from 25 billion liters in 2000 to the same level in 2012, coming from more sources. The wine industry is fragmented with no concentration in production or offerings. Consumer behavior is also fragmented, with more people drinking less alcohol. Opportunities exist in emerging markets, online sales, and on-premise consumption. The wine industry must adapt to growing diversity in global consumption trends.
Undiscovered to Discovered: Lessons your wine region can learn from Okanagan ...BrixChick Liza
North America is so much more than just the United States. The regions of Oakangan and Baja in Canada and Mexico respectively are doing amazing things to spur tourism. Thea Dwelle and Liza Swift were priveleged to visit and learn from them. They presented these finding in Zagreb, Croatia at the Internationa WIne and Tourism Conference. They are available to present again. Their motto is "Have clicker. WIll travel"
A survey found that 61% of people prefer hosting events at home because it provides a more comfortable, home-like environment without the main worries of cleaning, furniture damage, or disturbing neighbors that come with hosting elsewhere. The survey also found that 79% of people want to book home hosting services immediately.
15ème Symposium des Réseaux Data & TélécomsCarlos Moreno
Le mardi 17 mai 2016, le Professeur Carlos Moreno présidait le 15ème Symposium des Réseaux Data & Télécoms organisé par Acome en partenariat avec le Groupe Caisse des Dépôts, les sociétés 3M et Commscope. Découvrez sa présentation !
The document discusses research into using microstrip patch antennas to reduce electromagnetic scattering and radar cross-section of objects. Microstrip patches placed on objects and excited with the proper signals can cancel out the scattered field from the object. Simulations showed the scattered field was reduced by over 50 dB using this approach, demonstrating its potential to make objects invisible to radar. Future work will focus on implementing designs using practical electronics.
El documento resume varios problemas de derechos humanos en España, incluyendo la discriminación contra minorías étnicas e inmigrantes en el acceso a servicios básicos, esterilizaciones forzadas de personas con discapacidad, trata de personas, violencia contra la mujer, uso excesivo de la fuerza por parte de la policía, malos tratos durante las expulsiones de inmigrantes, y condiciones inadecuadas en los centros de internamiento para inmigrantes. El informe de la ONU insta al gobierno español a tomar medidas para abord
This document summarizes the findings of the 2014 QS TopMBA.com International Employer Survey on MBA hiring trends and salaries. Some key findings include:
- Global MBA demand increased 8% in 2014 with 12% growth forecast for 2015, representing sustained but moderate growth.
- North America saw 10% growth while Western Europe was flat; growth was strongest in Central Europe, Asia, and Latin America.
- Top growing sectors for MBAs were energy, technology, media, consumer goods, and pharmaceuticals/healthcare.
- Employers increasingly seek experienced candidates with international experience and strong soft skills.
Este documento presenta los pasos para elaborar una nueva propuesta curricular para el bachillerato ecuatoriano. En el primer paso se redefine el perfil de salida. En el segundo paso se ajusta la propuesta curricular realineando los objetivos con el perfil de salida. En el tercer paso se propone una nueva evaluación con criterios e indicadores alineados con los objetivos y el perfil de salida. El documento incluye tablas detallando los elementos de cada paso.
Buku ajar ini membahas tentang penulisan artikel ilmiah, mulai dari jenis dan struktur artikel ilmiah, format penulisan, sampai praktik penyusunan draft artikel. Tujuannya agar peserta PLPG mampu menyusun artikel ilmiah yang layak dimuat di jurnal terakreditasi. Buku ini mencakup standar kompetensi mengenai pengertian, perbedaan, format, dan penyusunan artikel ilmiah. Materi dalam buku ini terkait den
Keynote Building Tomorrow’s Heritage au Sri LankaCarlos Moreno
Voici la keynote de l'intervention du Professeur Carlos Moreno à l'occasion de l'événement Building Tomorrow’s Heritage qui s'est tenu à Colombo, Sri Lanka, le 2 novembre 2016.
Evaluating the application limits of Unreinforced & Steel Fiber Reinforced Co...MECandPMV
OUTLINE OF THE PRESENTATION
1. Recent tunnel cases with unreinforced and Steel Fiber Reinforced Concrete tunnel linings
2. Existing Design Codes and Design Recommendations framework
3. Numerical analyses of the unreinforced concrete tunnel linings under static and seismic loading conditions. T1 & T2 tunnels of Maliakos - Kleidi Motorway and T26 tunnel of Athens - Patras Motorway in Greece.
4. Numerical analyses of SFRC tunnel linings under static loading conditions.
5. Some critical thoughts about the geostatic loads on to the tunnel final linings.
6. Some critical thoughts about the ground elastic modulus for the design of tunnel linings
7. Conclusions
Declassified: Athletes’ Stories about Disability Identities and the Paralympi...Andrea Bundon
Bundon, A. (2016). Declassified: Athletes’ Stories about Disability Identities and the Paralympic Classification System. The North American Society for the Sociology of Sport 37th Annual Conference, Tampa Bay, Florida, November 3rd, 2016.
The document discusses plans to launch a wine club for Cal Poly Wines. It summarizes results from a wine club survey, current wine trends, the target market for the club, and proposed marketing strategies. The club would offer 4 shipments per year of 3 bottles each to members. Events, discounts, and communications would build engagement. The strategies aim to promote Cal Poly and support its agricultural programs.
This document discusses research into barriers to wine consumption in bars, pubs, and nightclubs and how to increase it. It summarizes findings from surveys that show millennials prefer dry red wine but also drink more at home than in bars. While price is not the main deterrent, economic hardship is causing people to cut back on discretionary spending like wine in bars. The image of sophisticated wine drinkers contrasts with research indicating young consumers are less concerned with cost. Increasing education may help integrate wine into casual social settings and boost consumption levels.
This webinar discusses how to better market wines by the glass to women customers. It notes that women are increasingly important to the wine industry but that many restaurants have not created specific programs to attract female wine drinkers. The webinar provides recommendations for how restaurants can better understand what women want, such as by offering a variety of wines, providing education, and focusing on community and shared experiences.
This document provides a marketing plan for ChocolatRouge chocolate wine. It includes a situation analysis that discusses the wine market size and trends, competitive landscape, target consumers, and advertising history. The plan recommends targeting millennials, especially women, through social media, TV ads, and events. It proposes partnering with hotels and promoting the brand at wine and chocolate festivals to increase awareness and sales of ChocolatRouge.
GenWine is looking to establish its first location in Peninsula Town Center in Hampton, Virginia to provide customers a modern and sophisticated wine lounge experience. The business aims to capitalize on the untapped millennial market by offering unique wines and appetizers at affordable prices. GenWine's location in a popular town center with a large millennial population combined with its marketing efforts should attract customers. The business plans to monitor trends, get customer feedback, and introduce new products over five years to strengthen its brand and remain relevant in the wine industry.
Silicon Valley Bank 2017 State of the Wine Industry ReportSilicon Valley Bank
The document provides a summary and forecast of the 2017 U.S. wine industry. It begins with an introduction comparing the industry to the film "Jaws" and noting various risks and opportunities present, akin to a shark lurking beneath calm waters. The report then reviews predictions made in last year's report, noting what was correctly predicted, such as premium wine sales growth and harvest yields, and what was missed, including a prediction about declining per capita wine consumption. The review highlights lessons learned. The summary concludes by stating the 2017 forecast anticipates overall improving business conditions, but also calls out some risks like increasing regulations and interest rates.
Both grocers and wine retailers are looking for a way to capitalize and expand on the shifting behaviors of consumers who aren’t just crossing ‘wine’ off a shopping list, but rather looking for an experience they haven’t had before.
Sampling is the key to an experience-driven customer and the foundation for increased sales of both bottles and cases of wine.
For off-premise businesses things that used to be an afterthought are turning into focal points.
Consumers are looking for easy, memorable experiences in the wine section of grocery stores and on the shelves of specialty shops.
ONEHOPE is a global cause brand that donates 50% of profits from wine and other products to charitable causes. It aims to make giving back a lifestyle choice. ONEHOPE's first product is a line of wines supporting causes like breast cancer awareness, autism, and military veterans. The document outlines ONEHOPE's brand positioning, target consumers, management team, wine production and distribution partners, retail partners, marketing strategies both online and offline, and corporate partnerships.
This document discusses Hennessy's strategy to market to Hispanic millennials in the United States. It analyzes the competitive landscape for liquor, beer, and wine with Hispanic consumers. Hennessy's target segment is identified as Hispanic millennials aged 21-36 who are bilingual, bicultural, and open to new experiences. The positioning focuses on Hennessy being consumed neat or on the rocks without mixing. A bilingual marketing campaign called "Best of Both Worlds" will promote Hennessy as representing sophistication and Hispanic culture. The effectiveness will be evaluated based on website engagement metrics and social media mentions over time.
The document summarizes key findings from a research study on social media and wine consumers. Some of the main findings include:
- Integrated social media marketing strategies are gaining importance for wine brands, particularly for targeting younger, high-involvement consumers.
- Opinion leaders on social media can influence larger audiences, so engaging these influential users is important.
- Traditional print advertising is being used less and American consumers highly value online word-of-mouth and information searching.
The study analyzed survey responses from over 500 wine consumers, mostly American males aged 36-45, to understand their social media usage, purchasing behaviors, and how social influences affect their wine choices.
Sweet Cheeks Winery is a small, family-owned winery located in Oregon that is known for its award-winning wines and hospitality. It currently distributes to 34 states but sees opportunities for expansion. While it has many loyal customers and strong community relationships, it has relatively low social media presence and brand awareness among younger consumers. Its marketing plan aims to increase revenue 25% by expanding distribution, boosting social media following, and growing restaurant partnerships.
30 Lessons for Marketing Italian BrandsRobert Joseph
Reka Haros, Rebecca Hopkins, Cathy Huyghe, Robert Joseph and Damien Wilson offer insight during a Vinitaly session, into the most effective ways to sell Italian wines, especially, but not only, in the US market. The 30 lessons cover packaging, website design, advertising, PR and social media.
This document provides a comprehensive marketing plan for Bindi Sergardi winery from Q4 2015 to Q2 2016. It includes a situational analysis of the winery's internal and external environments, objectives to increase sales and brand awareness, and implementations such as publishing articles on the winery, enhancing social media presence, establishing a sister winery, and hosting an event. The plan aims to position Bindi Sergardi as appealing to millennials and grow its presence in the US market through focused marketing efforts.
Cracking Croatian Wine: A Visitor-Friendly Guide - Media KitExotic Wine Travel
This book provides a concise guide to help visitors maximize their time exploring Croatian wines. It includes an introduction to Croatia's wine history, regions, grapes and styles. It also features recommendations on 120 wines and producers from each region, categorized based on the reader's experience level. Brief profiles of wine personalities are also included to provide cultural insights. The book aims to help readers navigate Croatian wines through informative sections on grapes, labels and pairings with local cuisine.
WINE MARKETING THE JOURNEY TO 2017 PART II EXPLORING THE ROAD LESS TRAVELLEDLeapFrog Strategy
The previous postcard pointed to the distance that wine has to traverse to enter the mainstream and the need for wine marketers to be intuitive and imaginative in marketing for India. This piece will explore the enabling forces, the critical uncertainties and the potential speed breakers along the journey that wine marketers need to take into account while devising their strategies.
The document introduces the Wine RockStars marketing concept, which aims to promote wines in a fun, irreverent way inspired by rock and roll culture. It discusses how wine, like rock music, has become a universal experience that unites people. The Wine RockStars program will select wines from an elite panel of experts and tell the stories behind each label to create excitement and connections between producers and consumers. It seeks winery partners to supply wines and promotional support to provide customers with a superior selection and shopping experience through an innovative online retail approach. The goal is to broaden the wine market and reintroduce wine to consumers in a fresh, exciting way like rock and roll.
1. Farida Waquar
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JOUR 536
OVERVIEW
California Wine Institute is an association representing over 1,000 wineries
and wine-related businesses all over California. They try to have an impact on public
policy to facilitate an environment that allows their members to produce wine and
for consumers to consume and enjoy wine. (“About”) They are a huge driver of
California’s economic growth through being leaders in sustainable wine growing,
heavy international marketing of California’s wines as well as collaborating with
California’s tourism board, Visit California to boost out-of-state tourism though
showing off the state’s myriad of food and wine pairing options. (“About”) They
currently have an issue that while increasing brand recognition for California wines,
they would like to stimulate sales of mid-range bottles (from $10-$25).
Communications goals include showcasing how unique California wines are in
relation to wines from other parts of the world, making it known that there are a
diverse array of wines and food pairing options that stem from wines produced in
California, and promoting awareness that California wines (specifically of the mid-
range variety) need to be a staple for many fun events in anyone’s life who is of legal
drinking age.
SWOT ANALYSIS
Strengths
California Wine Institute has hundreds of mid-range wines to choose from
It has been said that 2014 will be a bountiful year for mid-range wines. Wine
juice intended for $30 bottles of wine are being used in $15 bottles of wine.
2. Farida Waquar
7/7/2014
JOUR 536
Because of this, mid-range wines will have more choice and selection (“2014:
A Good Year”)
California makes 90% of all U.S. wine, and is the 4th largest producer after
France, Italy and Spain (“CA Stat Profile”)
3 of every 5 bottles sold in the U.S. is a California wine, and California has a
57% market share in the U.S. (“CA Stat Profile”)
Despite the California water drought, there is no shortage of wine production
(“Price Becoming”)
Weaknesses
Wines priced over $40 – and especially over $69 – are in short supply (“2014:
A Good Year”)
Opportunities
There has been an upward trend in wine consumption in the past few
decades in the U.S. (“Wine Consumption”)
Young drinkers between the ages of 21-35 (Millennials) are becoming the
fast growing customers of the wine industry and can afford mid-range wines
with their entry- to mid- level salaries (Hsu 1)
According to John Gillespie, Wine Market Council's president, "The take-away
is that while baby boomers are still technically our best customers,
Millennials as a group … are the single most dynamic target for wine
marketers.” (Hsu 1) There are many media touchpoints to reach Millennials.
3. Farida Waquar
7/7/2014
JOUR 536
Wine drinkers are moving up to more expensive wines on their own, causing
growth for mid-range wines (“Price Becoming”)
The majority of wine purchasers buy mid-range or low-range wine. (“Who
Buys Wine”)
Luxury wines and those priced between $10-18 are slated to see the greatest
growth in demand during 2014. (“Wine Report”)
Threats
There are many competitive wine businesses also using social media and
wine deals to promote themselves
Millennials are consuming more foreign wines instead of domestic wines
(“2014: A Good Year”)
2013 was a "good but not great" year for wine sales (“2014: A Good Year”)
Budget wines are slowing in growth to alcoholic drinks like craft beers,
flavored spirits and ciders (“Price Becoming”)
Strategic Implications:
There is going to be an abundance of high quality mid-range wines on the
market in 2014, many of which California Wine Institute already supports,.
Consumers are slated to have high demand for these mid-range wines in
2014. Most wine drinkers already buy low-to mid-range wines and budget
shoppers are starting to shell out a few extra dollars for mid-range wines.
Also, despite the market demand for mid-range wines and California’s
4. Farida Waquar
7/7/2014
JOUR 536
position as the market leader in domestic wine, the California Wine Institute
hasn’t done a good enough job promoting to their target demographic and
will need to work especially hard to market to Millennials (a subset with lots
of potential to be marketed to) who seem to favor international wines over
domestic.
TARGET AUDIENCES
Restaurants/Bar
s in the US
Owners Sommalier
s
Bartender
s
Waiters Customer
s
Influencers Foodie
bloggers
Magazine
– lifestyle
writers
Newspape
r –
Lifestyle
writers
Food & wine
writers/criti
cs
Celebrity
chefs
Suppliers
Investors of
wineries
Competitors
Supermarket/dr
ug store/liquor
store/wine shops
Owners Employee
s
Buyers Customers
Vineyard/wine
company
employees
Wine drinkers
21+ Female
Millennial
s
Generatio
n X
Baby
Boomers
Wine drinkers
21+ -Male
Millennial
s
Generatio
n X
Baby
Boomers
Novice wine
drinkers – 21+
Female
Millennial
s
Generatio
n X
Baby
Boomers
Novice wine
drinkers – 21+
Male
Millennial
s
Generatio
n X
Baby
Boomers
COMMUNICATIONS STRATEGY
The cells highlighted in yellow represent the key target audiences we wish to
promote the mid-range wines to in hopes that their sales and awareness will
5. Farida Waquar
7/7/2014
JOUR 536
increase. Point-of-purchase locations such as bars and restaurants serving our
wines as well as retail locations such as grocery stores, drug stores, liquor stores
and wine shops are one group we hope to spread awareness to. The others are male
and female wine drinkers 21+ both of whom are either experienced or novice wine
drinkers (those less familiar with wine). We will focus our efforts both on
Millennials and Generation X demographics. We are focusing on Generation X
because, “Millennials still buy a very small amount of wine compared to baby
boomers and the oft-ignored Generation X, which spends a higher proportion of its
income on wine than any other generation.” (“2014: A Good Year”) Also, although
Millennials don’t currently purchase as much wine as the older generations, many
Baby Boomer wine drinkers are trying to cut back, according to research group,
IBISWorld. (Hsu 1) According to the Wine Market Council, “Young drinkers are
enthusiastic wine students having been more exposed to wine at an earlier age than
their parents. More than half are boosting their wine consumption.” (Hsu 1) These
“young drinkers” are the fastest growing consumers (“Wine Riot”) at 70 million
strong and already show potential as a good target market as they are interested in
the craft beer craze as well. (Hsu 1) According to John Gillespie, Wine Market
Council's president, "The take-away is that while baby boomers are still technically
our best customers, Millennials as a group … are the single most dynamic target for
wine marketers.” (Hsu 1) Millennials have many decades ahead of their lives to be
long-time wine drinkers and be marketed to by wineries. Generation X also still
have a few decades left to be marketed to. Also currently, Millennials have been
starting their wine exploration by drinking foreign wines, and a need has been met
6. Farida Waquar
7/7/2014
JOUR 536
for the California wine industry to create a nationwide rebranded marketing effort
to lure this group in. (“2014: A Good Year”)
For our communication strategy, the females (experienced and novice) will
have the same media outlets to be targeted from. These include female-centric TV
show segments, print magazines and online blogs. From a social media standpoint,
we will also use Pinterest but not on men our male audiences, as 70% of females use
Pinterest. (“The 1 Big”) We’d emphasize more about fun ideas of how wine can be
fun and incorporated into parties and social gatherings. For the experienced female
drinkers, we’d emphasize how you can create a twist-on-the-classic wine drink by
offering tips on how to make sangria, wine sparklers etc. for fun, themed parties.
For the novice female drinkers, the messaging is more about wine basics. These can
include, what is the difference between red/white, types of variations of wine within
each type, how to pick a bottle, types of wine glasses, etc.
For males (both experienced and novice) the emphasis will be more on how
wine can be similar to their existing drinking repertoire that typically contains
whiskey and beer. Since many males tend to drink wine solely on dates or on
occasions with their significant others, much of the communication will be about the
best way to incorporate wine into their romantic date or acquiring knowledge to
impress their date. For the experienced drinkers, communication will be more
about advanced knowledge of wines, whereas for the novice drinkers,
communication will be about learning the basics such as, how to pick out a bottle of
wine, what the best way is to taste wine, good food pairings with meats such as
seafood, etc.
7. Farida Waquar
7/7/2014
JOUR 536
There will also be a theme of incorporating drinking wine with California
travel, which is fitting since the California Wine Institute already has a partnership
with Visit California. We will promote wineries up and down the California coastline
at destinations that tourists will plan on visiting. In addition, during our
communication, we will mostly show examples of how our mid-range wines can be
used in recipes like sangria and wine spritzers and when describing the variations
of red and white wines, offer flavor profiles utilizing examples of our mid-range
wines. Because we are trying to target potential buyers of mid-range wines, we will
not use niche wine blogs or publications in our communication efforts, as “Only 11
percent of non-high-end buyers read wine blogs.” (“Who Buys Wine”)
8. Farida Waquar
7/7/2014
JOUR 536
Media Grid
Audience Tactic Message/Pitch Media Channel - Examples
Experienced
wine
drinkers -
Female
MEDIA
RELATIONS
TRADITIONAL
National
(and local)
TV Morning
Shows
Media
Relations
California wines
are one-of-a-kind
and can be
incorporated in fun
drinks for any
social occasion (i.e.
4th of July wine
sparklers) and
show how to create
these twist-on-the-
classic drinks
The TODAY Show (Kathie
Lee & Hoda’s segment – as
they drink wine on the
regular)
Good Morning America
My Fox L.A., My Fox Chicago,
My Fox Boston, etc
National TV
Shows
Media
Relations
California’s
expansive coast
offers many idyllic
vineyards & spots
to relax and enjoy a
glass of wine while
driving up the
coast on your next
vacation
NBC’s 1st Look TV
Travel Channel
National
Magazines
(Living &
Dining
sections)
Media
Relations
California wines
are one-of-a-kind
and can be
incorporated in fun
drinks for any
social occasion (i.e.
4th of July wine
sparklers, sangria)
and show how to
create these twist-
on-the-classic
Glamour
Cosmopolitan
9. Farida Waquar
7/7/2014
JOUR 536
drinks
National
Health
Magazines
Media
Relations
While wine can be
an indulgence,
there are also
many health
benefits. (We’ll
display mid-range
bottles as examples
throughout the
piece)
Women’s Health
Self
Magazines –
Gossip
Weeklies
Celebrities’
favorite California
wines and cool
recipes to create
wine cocktails
anything but
ordinary (We’ll
display mid-range
bottles as examples
throughout the
piece)
People
Star
In Touch Weekly
US Weekly
OK!
National Enquirer
MEDIA
RELATIONS
TRADIGITAL
Lifestyle
Bloggers
Blogger
Relations
Mid-range wines
and wine cocktails
can be
incorporated into
many fun party
and life occasions
and are easy to
serve. Your friends
will love these
drinks!
Cupcakesandcashmere.com
Sheknows.com
Abeautifulmess.com
Laurenconrad.com
Joannagoddard.blogspot.com
Thedivineaddiction.com
Avenustrappedinmars.com
Online
Media
Outlets
Online media
relations
Have an interactive
quiz to determine
what (mid-range)
wine fits in with
your lifestyle and
also have a video of
interesting food
pairings that one
wouldn’t think
wine can go with
Buzzfeed
Online Online media California wines Yum Sugar
10. Farida Waquar
7/7/2014
JOUR 536
Media
Outlets
relations are one-of-a-kind
and can be
incorporated in fun
drinks for any
social occasion (i.e.
4th of July wine
sparklers) and
show how to create
these twist-on-the-
classic drinks
Huffington Post (Food &
Drink section)
Online
Media
Outlets
Online Media
Relations
These restaurants
that are known as
“Best of” which
also carry our mid-
range wines clearly
carry wines that
are high-caliber at
these top
restaurants.
Eater LA, Eater Boston, Eater
Austin… etc, Eater National
and Urban Daddy
Social Media
(For female
regular
drinkers
and novices)
Twitter
Instagram
Facebook
YouTube
Pinterest
SOCIAL
MEDIA
TACTICS
Publishing,
engagement
“Explore
California!”
Twitter/Instagram:
Reply to
@CalifWines_US
with a picture of
you at a California
vineyard enjoying
your favorite wine
with the hashtag
#explorecalifornia.
Win four tickets to
the Los Angeles
Food & Wine
Festival. Must be
21+ to enter.
Facebook: “Like”
California Wines
11. Farida Waquar
7/7/2014
JOUR 536
page and enter
your contact
information on our
“Explore
California” contest
tab for a chance to
win an all-expense
paid trip for two to
Napa/Sonoma
Valley. Must be 21+
to enter.
YouTube: Post a
reaction video to
our “Junk food and
wines pairing”
video posted on
the California
Wines YouTube
page for a chance
to win a case of
your favorite
California wine!
Must be 21+ to
enter.
Pinterest: Create a
pinboard of your
ideal summer
party and include
pins that
incorporate our
wines into the
party. They can be
used as cocktails or
straight up! Use
hashtag
#summersoiree
Must be 21+ to
enter.
Pinterest: Will also
display pinboards
with fun
suggestions to
12. Farida Waquar
7/7/2014
JOUR 536
incorporate mid-
range wines and
wine cocktails into
party and life
occasions, and
special food
pairings
Novice wine
drinkers -
Female
MEDIA
RELATIONS
TRADITIONAL
National
(and local)
TV Morning
Shows
Media
Relations
California wines
are easy to
understand. Learn
what is the
difference between
red, white,
variations, etc.,
how to pick a wine,
etc
The TODAY Show (Kathie
Lee & Hoda’s segment – as
they drink wine on the
regular)
Good Morning America
My Fox L.A., My Fox Chicago,
My Fox Boston, etc
National TV
Shows
Media
Relations
California’s
expansive coast
offers many idyllic
wineries & spots to
relax and enjoy a
glass of wine while
driving up the
coast on your next
vacation
NBC’s 1st Look TV
Travel Channel
National
Magazines
(Living &
Dining
sections)
Media
Relations
California wines
are easy to
understand. Learn
what is the
difference between
red, white,
variations, etc.,
how to pick a wine,
etc
Glamour
Cosmopolitan
National
Health
Magazines
Media
Relations
While wine can be
an indulgence,
there are also
many health
benefits. The
Women’s Health
Self
13. Farida Waquar
7/7/2014
JOUR 536
difference between
red and white
wines, etc. (We’ll
display mid-range
bottles as examples
throughout the
piece)
MEDIA
RELATIONS
TRADIGITAL
Lifestyle
Bloggers
Blogger
Relations
California wines
are easy to
understand. Here
are the ABC’s of
mid-range wines
and wine cocktails.
Your friends will
love these drinks!
Cupcakesandcashmere.com
Abeautifulmess.com
Laurenconrad.com
Joannagoddard.blogspot.com
Thedivineaddiction.com
Avenustrappedinmars.com
Online
Media
Outlets
Online media
relations
Take an interactive
quiz to determine
how much you
know about wine,
then learn the
answers, and
educate others!
Buzzfeed
Online
Media
Outlets
Online media
relations
California wines
are easy to
understand. Learn
answers to: How
do I pick out a
bottle of wine?
What is the best
way to taste wine?
What are good
food pairings with
seafood?
Yum Sugar
Huffington Post (food &
drink section)
Sheknows.com
Online
Media
Outlets
Online Media
Relations
Learn about
venues that are
having wine
tastings and get
tutorials about the
ABC’s of wine
while learning
about select mid-
range wines
Eater LA, Eater Boston, Eater
Austin… etc, Eater National
Urban Daddy
14. Farida Waquar
7/7/2014
JOUR 536
Social Media
(For female
regular
drinkers
and novices)
Twitter
Facebook
YouTube
Pinterest
SOCIAL
MEDIA
TACTICS
Publishing,
engagement
Twitter: Twitter
chat. We’ll host an
afternoon session
on our
@CalifWines_US
handle moderating
a Q&A session
about choosing
wines, wine care,
the what makes
sparking wines
sparkle, and more!
The hashtag is
#Wine101
Facebook: “Like”
California Wines
page and enter
your contact
information on our
“Wine 101” contest
tab for a chance to
win an all-expense
paid trip for two to
Napa/Sonoma
Valley to have a
course with a
world-renown
sommelier. Must
be 21+ to enter.
YouTube: Post a
reaction video to
our “ABCs of wine”
video posted on
the California
Wines YouTube
page for a chance
15. Farida Waquar
7/7/2014
JOUR 536
to win a one-on-
one cooking
session with a
world-renowned
chef and learning
course with a
sommalier! Must
be 21+ to enter.
Pinterest: We’ll
create pinboards
which show
different types of
wine and regions
of wine in
California. We’ll
also have
infographics
pinned which also
show “How to
choose a bottle of
wine” “great
cheese and wine
pairings” “great
meat and wine
pairings” “how
long to store wine”
“types of wine
glasses” etc.
Experienced
wine
drinkers -
Male
MEDIA
RELATIONS
TRADITIONAL
National TV
Shows
Media
Relations
California’s
expansive coast
offers many idyllic
wineries & spots to
relax with your
significant other
and enjoy a glass of
NBC’s 1st Look TV
Travel Channel
16. Farida Waquar
7/7/2014
JOUR 536
wine while driving
up the coast on
your next getaway
for two.
National TV
Shows
Media
Relations
If you like these
types of
whiskey/beers,
you will like these
California wines.
(Show on a
lifestyle-oriented
TV show)
Esquire Network
Spike TV
Local Radio
Shows
Media
Relations
If you like these
types of
whiskey/beers,
you will like these
California wines.
Also learn how to
pick a wine to
match any kind of
southern BBQ
KROQ Kevin & Bean Show
National
Magazines
(Living &
Dining
sections)
Media
Relations
California wines
are one-of-a-kind
and perfect for a
romantic date.
Also, if you like
these types of
whiskey/beers,
you will like these
wines.
GQ
Esquire Magazine
Maxim Magazine
National
Health
Magazines
Media
Relations
While wine can be
an indulgence,
there are also
many health
benefits. (We’ll
display mid-range
bottles as examples
throughout the
piece)
Men’s Health
MEDIA
RELATIONS
TRADIGITAL
Online
Media
Outlets
Online media
relations
Take an interactive
quiz to determine
what wine fits in
Buzzfeed
17. Farida Waquar
7/7/2014
JOUR 536
with your lifestyle
and also watch a
video of interesting
food pairings that
one wouldn’t think
wine can go with!
Online
Media
Outlets
Online media
relations
If you like these
types of
whiskey/beers,
you will like these
wines. Learn how
to pick a wine to
match any kind of
southern BBQ, and
learn what wines
will impress your
significant other on
your next date
Askmen.com
Thrillist
Online
Media
Outlets
Online Media
Relations
These restaurants
that are known as
“Best of” (which
also carry our mid-
range wines)
clearly carry wines
that are high-
caliber at these top
restaurants.
Eater LA, Eater Boston, Eater
Austin… etc, Eater National
and Urban Daddy
Social Media
(For female
regular
drinkers
and novices)
Twitter
Instagram
Facebook
YouTube
SOCIAL
MEDIA
TACTICS
Publishing,
engagement
“Explore
California!”
Twitter/Instagram:
Reply to
@CalifWines_US
with a picture of
you at a California
vineyard enjoying
your favorite wine
with the hashtag
#explorecalifornia.
18. Farida Waquar
7/7/2014
JOUR 536
Win four tickets to
the Los Angeles
Food & Wine
Festival. Must be
21+ to enter.
Facebook: “Like”
California Wines
page and enter
your contact
information on our
“Explore
California” contest
tab for a chance to
win an all-expense
paid trip for two to
Napa/Sonoma
Valley. Must be 21+
to enter.
YouTube: Post a
reaction video to
our “Junk food and
wines pairing”
video posted on
the California
Wines YouTube
page for a chance
to win a case of
your favorite
California wine!
Must be 21+ to
enter.
Novice wine
drinkers -
Male
MEDIA
RELATIONS
TRADITIONAL
National TV
Shows
Media
Relations
California’s
expansive coast
offers many idyllic
wineries & spots to
NBC’s 1st Look TV
Travel Channel
19. Farida Waquar
7/7/2014
JOUR 536
relax with your
significant other
and enjoy a glass of
wine while driving
up the coast on
your next getaway
for two.
National TV
Shows
Media
Relations
California wines
are easy to
understand. Learn
what is the
difference between
red, white,
variations, etc.,
how to pick a wine,
etc
(Show on a
lifestyle-oriented
TV show)
Esquire Network
Spike TV
Local Radio
Shows
Media
Relations
If you like these
types of
whiskey/beers,
then you will like
these wines. Learn
what is the
difference between
red, white,
variations, etc.,
how to pick a wine,
etc
KROQ Kevin & Bean Show
National
Magazines
(Living &
Dining
sections)
Media
Relations
California wines
are easy to
understand. Learn
answers to
questions such as:
How do I pick out a
bottle of wine?
What is the best
way to taste wine?
What are good
food pairings with
seafood & other
meats? How you
can impress your
date by knowing
GQ
Esquire Magazine
Maxim Magazine
20. Farida Waquar
7/7/2014
JOUR 536
wine basics
National
Health
Magazines
Media
Relations
While wine can be
an indulgence,
there are also
many health
benefits. (We’ll
display mid-range
bottles as examples
throughout the
piece)
Men’s Health
MEDIA
RELATIONS
TRADIGITAL
Online
Media
Outlets
Online media
relations
Take an interactive
quiz to determine
what wine fits in
with your lifestyle
and also have a
video of interesting
food pairings that
one wouldn’t think
wine can go with
Buzzfeed
Online
Media
Outlets
Online media
relations
California wines
are easy to
understand. Learn
answers to
questions such as:
How do I pick out a
bottle of wine?
What is the best
way to taste wine?
What are good
food pairings with
seafood & other
meats? How you
can impress your
date by knowing
wine basics
Askmen.com
Thrillist
Online
Media
Outlets
Online Media
Relations
Learn about
venues that are
having wine
tastings and get
tutorials about the
ABC’s of wine
while learning
Eater LA, Eater Boston, Eater
Austin… etc, Eater National
and Urban Daddy
21. Farida Waquar
7/7/2014
JOUR 536
about select mid-
range wines
Social Media Twitter
Facebook
YouTube
SOCIAL
MEDIA
TACTICS
Publishing,
engagement
Twitter: Twitter
chat. We’ll host an
afternoon session
on our
@CalifWines_US
handle moderating
a Q&A session
about choosing
wines, wine care,
the what makes
sparking wines
sparkle, and more!
Official hashtag
#Wine101
Facebook: “Like”
California Wines
page and enter
your contact
information on our
“Wine 101” contest
tab for a chance to
win an all-expense
paid trip for two to
Napa/Sonoma
Valley to have a
course with a
world-renown
sommelier. Must
be 21+ to enter.
YouTube: Post a
reaction video to
our “ABCs of wine”
video posted on
the California
Wines YouTube
22. Farida Waquar
7/7/2014
JOUR 536
page for a chance
to win a one-on-
one cooking
session with a
world-renowned
chef and learning
course with a
sommalier! Must
be 21+ to enter.
All key
target
markets
PROMOTIONS
FACE-TO-
FACE
Event
Promotions
Wine & Food
Festivals
Have vendors of
mid-range wines
associated with
California Wine
Institute there to
have a booth and
educate interested
parties on the
unique attributes
and many
occasions to drink
these wines.
People can also
sample these wines
(perhaps offer
coupons as well)
Honda Gourmet Wine &
Food Festival
L.A. Wine & Food Festival
Second Glass’ Wine Riot
(national tour)
Event
Promotions
Point-of-
purchase retail
store
promotions
Have vendors of
mid-range wines
associated with
California Wine
Institute there on a
given afternoon to
educate interested
parties on the
unique attributes
and many
occasions to drink
these wines.
People can also
sample these wines
Supermarket/drug
stores/liquor stores/wine
shops
23. Farida Waquar
7/7/2014
JOUR 536
BIBLIOGRAPHY
“2014: A Good Year for buying $15 wines | Wine News & Features.” Online. 30 June
2014.
<http://www.wine-searcher.com/m/2014/01/2014--a-good-year-for-
buying--15-wines>
“About The California Wine Institute.” Online. 27 June 2014.
<http://www.wineinstitute.org/company>
(perhaps offer
coupons or a
special store sale
promotion that
day).
Event
Promotions
Restaurant and
bar
promotions
Waiters will tell
customers of
special deals on
California Wine
Institute-related
mid-range wines.
They will educate
interested parties
on the unique
attributes and
many occasions to
drink these wines.
There will also be
suggested food
pairing options and
a prix fixe menu.
Customers can
sample and order a
bottle or order by
the glass of these
wines with their
meal.
Restaurants and bars in
major US markets
24. Farida Waquar
7/7/2014
JOUR 536
“California Wine Profile 2013.” Online. 30 June 2013.
<http://www.wineinstitute.org/files/CA%20Wines%20Stat%20Profile%20
2013.pdf>
Hsu, Tiffany. "Wineries pour efforts in targeting younger drinkers." Los Angeles
Times. 01 Mar. 2013. Web. 19 Nov. 2013.
<http://articles.latimes.com/2013/mar/01/business/la-fi-young-wine-
drinkers-20130228>.
McMillan, Rob. "Wine Report – State of the Wine Industry: 2014." Silicon Valley
Bank. Web. 30 June. 2014.
<http://www.svb.com/uploadedFiles/Content/Blogs/Wine_Report/2014_Repo
rt/wine-report-2014-pdf.pdf>
“Price Becoming "No. 1 Weapon" in U.S. Wine Market.” Online. 30 June 2014.
<http://www.wine-searcher.com/m/2014/01/price-becoming-no-1-
weapon-in+us-wine-market>
“The 1 Big Difference Between How Men and Women Use Pinterest.” Online. 3 July
2014.
<http://www.convinceandconvert.com/social-media-research/the-1-big-
difference-between-how-men-and-women-use-pinterest/>
25. Farida Waquar
7/7/2014
JOUR 536
“Who Buys Wine Over $20?” Online. 30 June 2014.
<http://www.wine-searcher.com/m/2014/02/who-drinks-wine-over-20-
dollars>
“Wine Consumption in the U.S.” Online. 30 June 2014.
<http://www.wineinstitute.org/resources/statistics/article86>
"Wine Riot: Enjoy a New Take on Wine Tasting" The Travel Channel. Scripps
Networks Digital, 05 Oct. 2013. Web. 19 Nov. 2013.
<http://blog.travelchannel.com/the-traveling-type/2013/10/05/wine-riot-enjoy-a-
new-take-on-wine-tasting/>.