The document summarizes Oregon Wine Month activities in May 2017, including a webinar presenting tools, tips, and examples for wineries and trade partners to get involved. It outlines the campaign overview and objectives to build the Oregon wine brand. It provides details on point-of-sale materials, events, sweepstakes, and strategies for wineries, retailers, restaurants, and wholesalers to participate through tastings, promotions, and events. The webinar covers direct-to-consumer examples, trade programming for off-premise, on-premise, and wholesaler engagement.

1. OREGON WINE MONTH
MAY 2017
Industry webinar:
Tools, Tips and Examples

2. PRESENTING TODAY
Carrie Hardison
Education Manager
Jess Willey
Director of Marketing
Kai McMurtry
Assistant Manager
Consumer Marketing
Christina DeArment
Assistant Manager
Trade Marketing

3. • All attendees are on mute.
• To ask a question use your question tool in the task bar.
• We will answer questions as they come up but there will also
be time at the end for Q&A.
• The webinar slide show and a recording of the presentation
will be available to view or share on our website at:
industry.oregonwine.org/resources
• Follow-up email: survey, link to webinar, toolkit and checklist.
HOUSEKEEPING

4. EDUCATION RESOURCES
industry.oregonwine.org
Click on Resources

5. EDUCATION RESOURCES
industry.oregonwine.org
Filter your search to
reveal all OWM
webinars
The 2017 OWM webinar
can be found here once
it is complete

6. • Oregon Wine Month campaign overview
• Direct-to-consumer examples and strategies
• Trade programming
– Off-premise strategies
– On-premise strategies
– Wholesaler engagement
• Toolkit Review
• Q&A
WEBINAR AGENDA

7. PROGRAM OVERVIEW

8. OBJECTIVES
1. Build the Oregon wine brand with
consumers
2. Encourage a swell of trade support
3. Create a platform for winery programs
OREGON WINE MONTH

9. • Consumer-facing messaging and promotion
• Point of sale materials
• Spotlight on regional events
• Press outreach
• Trade programming:
– on-premise
– off-premise accounts
– distributors
• Ideas, inspiration and checklists
WHAT IS THE OWB PROVIDING IN 2017?

10. CHECK OUT THE TOOLKIT!
INDUSTRY.OREGONWINE.ORG/MARKETING
• Read more about the program
• Order POS for your tasting room
• Get sell sheets for your distributor
• Post an event to the calendar
• Download digital images and templates
… and much more!

11. CAMPAIGN OVERVIEW

12. Continuing style of past two years
• Personality-centric campaign
• Intriguing photography
• Bold, modern treatment
Layering on culinary theme
• Oregon Wine A-List chefs
• Food and wine pairings
• Culinary-themed sweepstakes
CAMPAIGN

13. CASE CARD AND POSTER: PINOT NOIR

14. CASE CARD AND POSTER: PINOT GRIS

15. CASE CARD AND POSTER: CHARDONNAY

16. CASE CARD AND POSTER: SYRAH

17. CASE CARD AND POSTER: RIESLING

18. CASE CARD AND POSTER: PINOT NOIR

19. POSTERS: BOTTLE GRAPHIC

20. SMALLER FORMAT POS

21. • Bar-top signage and customizable menu inserts are available
for download in a variety of sizes. Perfect for restaurants and
tasting rooms.
DOWNLOADS: MENU AND SIGNAGE TEMPLATES
It’s Oregon Wine Month!
We’re celebrating with
2-for-1 tastings all
month long. Cheers!

22. MESSAGING & MEDIA
STRATEGY

23. MESSAGING STRATEGY
Start thinking about a trip to
Oregon wine country –
Order a free Touring Guide
Imagine yourself taking a culinary
getaway to Oregon wine country –
Enter the sweepstakes
Discover for yourself how well Oregon
wine goes with food – Explore recipes and
pairings from Oregon chefs
Make your Oregon Wine Month plans –
Check out events and plan your itinerary
Participate in Oregon Wine Month! –
Reserve your table and
get out to wine country
 Drive traffic to
oregonwine.org
 Capture contact
information
 Create shareable
content to
extend impact

24. CONSUMER MARKETING
MULTI-CHANNEL
Digital, radio, social
TARGETED OUTREACH
High end wine consumers
MULTI-MARKET
Oregon, Seattle, San Francisco
BROAD EXPOSURE
Early March to end May

25. • Five weekends of dedicated content (April 29 – May 28)
• Two interviews per week
– All major regions represented
– Interviewees talk about Oregon “at large” not only their winery
– Focus will be on wine and food experiences throughout Oregon
• Provides content for Oregon Wine website, social, etc.
SIP NORTHWEST LIVE WITH BRIAN BUSHLACH
• Affluent consumer with passion
for wine, fine dining and travel
• 50k+ listeners tune in each week
in Seattle and Portland
• Coverage extends throughout OR
and WA

26. DIGITAL ADVERTISING
E-NEWSLETTERS
DISPLAY ADS

27. SOCIAL MEDIA
What happens when Oregon chefs are tasked with creating
recipes to pair with Oregon wine? You get a delectable Spring
Pea Pasta with Bay Shrimp from NedLuddPDX. Get Chef
French’s recipe and try it for yourself and enjoy with a glass of
Oregon Riesling. Cheers! www.oregonwinemonth.org

28. OREGON WINE MONTH CAMPAIGN HUB
www.oregonwinemonth.org

29. • All OWM consumer
communications point to
OREGONWINEMONTH.ORG
• #1 page visited during Oregon
Wine Month 2016 and 2015
• Events calendar available FREE
for all Oregon wine events
(winery, restaurant, retailer)
• The event submission link can
be found in the Toolkit
EVENTS CALENDAR

30. DIRECT-TO-CONSUMER
OPPORTUNITIES

31. Winery and AVA/Community Engagement
• Regional / community / AVA events
• Tasting room specials
• Mailing list promotions
• Winery events
• Wine club events
Resources Available
• Graphics and templates to create your own materials
• Consumer hub for event promotion
• Checklist for ideas
DIRECT-TO-CONSUMER STRATEGIES

32. We’re inviting AVA groups and regional associations to develop a
special event or promotion. The following groups have enrolled:
• Cascade Foothills Winegrowers
• Chehalem Mountains AVA
• Eugene Urban Wine Circuit
• Heart of Willamette Wineries
• PDX Urban Wineries
• Ribbon Ridge AVA
• Southern Oregon Wineries Association
• Umpqua Valley Winegrowers Association
• Walla Walla Valley Wine Alliance
• Willamette Valley Wineries Association
 Contact your AVA or association to participate ASAP
AVA/REGIONAL EVENT INVITATION

33. Activation examples:
• Single-day tasting event (e.g. Dundee Block Party, PDX Urban
Wine Experience)
• Passport program (e.g. Heart of Willamette Wineries)
• Regional self-tour event with winery specials (e.g. Roam the
Rogue)
• Tasting room promotion featuring all wineries in your
association (e.g. each has a feature wine at special price;
charitable donation for every purchase; two-for-one tastings;
etc.)
AVA/REGIONAL EVENT IDEAS

34. EXAMPLE AVA/COMMUNITY EVENTS
Kick off Oregon Wine Month with
some Urban Wine!
Join our twelve winery members of the PDX Urban
Winery Association for an afternoon of wine, food
and fun. Each winery will be pouring 2-3 wines and
you will have the chance to hear about the wines
from the owners and winemakers. Bottles will be
available for sale and we will offer discounts on 6
and 12 bottle purchases. Mix and match wines from
your favorite wineries for the discounts!
Small plates provided.
Tickets are $40 at the door so we encourage you to
pre-purchase online by April 30th.

35. EXAMPLE AVA/COMMUNITY EVENTS
Participating Wineries:
• Angela Estate
• Argyle Winery
• Aubichon Cellars
• Four Graces
• Cathedral Ridge
• Chapter 24 Vineyards
• Dobbes Family Estate
• Domain Trouvere
• Duck Pond Cellars
• Hyland Estates
• Le Cadeau Vineyard
• Panther Creek Cellars
• Ponzi Vineyards
• Tertulia Cellars

36. EXAMPLE AVA/COMMUNITY EVENTS
Roam the Rogue
Spring Wine Tour
Wind your way through the gorgeous Upper
Rogue Wine Trail tasting award winning wines
while enjoy nibbles at each winery.
This self guided one day tour gives you access to
all seven of the participating wineries and
includes a commemorative wine glass, two wine
tastes at each location, as well as food pairings.
Offer a special self guided tour
through your AVA in May

37. If you choose to participate by creating a joint promotion or
event for your region, OWB will help promote it through:
• Placement on Oregon Wine Month Featured Events page on
www.oregonwine.org
• Promotion to OWB’s consumer audience via social media and
consumer newsletter leading up to and during May
• Inclusion in pitches to media as highlights of Oregon Wine
Month activity around the state
AVA/REGIONAL EVENT PROMOTION

38. TASTING ROOM SPECIALS
Celebrate Oregon Wine Month
with a “Family Affair”
5/1 – 5/31
Family Cards are just $10
Good for 2 for 1 tastings at
three wineries.
Use OWM materials to sell
something different while
offering something exclusive

39. TASTING ROOM IDEAS
Use OWM materials to
communicate unique ideas
that promote wine purchase.
 This template is available
on the Toolkit
SUGGESTED PAIRING
2012 Bolton Vineyard Pinot
Noir Reserve pairs beautifully
with this rich and earthy recipe

40. TASTING ROOM POS
A complimentary suite of tasting room POS material is available for
pre-order until Mar. 15. Each suite includes:
• 3 unique posters (11”x17”)
• 5 table tents (4”x6”)
• 10 bottle neck hangers

41. TASTING ROOM POS
These materials are being printed based on pre-orders. Be sure to
submit yours by Mar. 15 on the industry Toolkit.
Three unique 11”x17” posters

42. Offer a unique winery event that
expresses your brand culture.
WINERY EVENTS THAT ONLY YOU COULD DO
“A live art installation depicting
the magic of winemaking unfolds
beside our tasting room during
Oregon Wine Month.”

43. Help spread the word about Oregon Wine Month:
• Across all your social media channels
– Instagram
– Facebook
– Twitter, etc.
– #oregonwinemonth
• On your website
– OWM logo overlay
– Blog post
– Footer content
• Within your newsletter
DIGITAL STRATEGIES

44. MAILING LIST PROMOTION
Share your Wine Month
events or promotions with
your mailing list using OWM
templates and materials.
 This graphic is available on
the Toolkit

45. MAILING LIST PROMOTION
“May is Oregon Wine
Month! To kick off the
celebration, we are offering
a special promotion…”
“Use the coupon code
ORWINEMONTHSHIP”
Use OWM as an opportunity
to offer a calendar based
incentive to sell more wine
directly to your mailing list.

46. MAILING LIST PROMOTION

47. SOCIAL MEDIA – MULTIPLE PLATFORMS
#oregonwinemonth

48. Help spread the word about Oregon
Wine Month with the hashtag:
#oregonwinemonth
#OREGONWINEMONTH

49. Customize your own Oregon Wine Month materials with your
logo and branding
CREATE YOUR OWN MATERIALS

50.  With your AVA / Association, plan an Oregon Wine Month kickoff event,
month-long passport or other special activity to bring tourists to your area
– OWB will give special emphasis to promoting multi-winery events
 Tell your mailing list that Oregon Wine Month is coming in May – and that
all month long it’s a great time to visit Oregon wine country
 Start planning a special event for your wine club members, a promotion
for your mailing list and a special for your tasting room
 Submit planned events to the consumer calendar (find the link on the
Toolkit)
 Order POS material for your tasting room by Mar. 15 (find the link on the
Toolkit)
 Share your efforts on social media and hashtag #oregonwinemonth
D-TO-C: WHAT YOU CAN DO

51. For all the tools demonstrated here
and more, go to the Wine Month
Toolkit:
industry.oregonwine.org
VISIT THE TOOLKIT

52. TOURISM SUPPORT

53. CONSUMER SWEEPSTAKES
One Grand Prize winner will win a three-night culinary getaway built
around the 2017 Oregon Wine A-List Wine Program of the Year, Larks
Home Kitchen Cuisine.
Additionally, three
runners up will win a
Cellar 503 subscription.

54. The sweepstakes runs from Mar. 15 to May 31.
Help spread the word
– Share with your audiences via social and newsletter
– Help bring people to the OWB website to see all OWM
activations around the state
– Grow the OWB’s consumer database for future outreach
 industry.oregonwine.org Toolkit has the sweeps link and
will have images for sharing by Mar. 15
CONSUMER SWEEPSTAKES

55. The 2017 Oregon Wine Touring
Guide printed in mid-February.
Both the print order and
distribution footprint were
increased more than 20%
compared to 2016.
Complimentary 40 count cases
are available now. To order, visit:
industry.oregonwine.org/marketing/
The guide is also available as a
digital flipbook, here.
ITINERARY TOOLS: 2017 TOURING GUIDE

56. To claim and beautify your listing, visit the industry Toolkit.
ITINERARY TOOLS: TASTING ROOM LISTINGS
Explore Oregon Wine Tasting Rooms is a new consumer-facing web tool
with 500 tasting room listings, search-able by nearly 50 unique
parameters.

57. OFF PREMISE:
RETAIL

58. POS MATERIALS: POSTERS & CASE CARDS
• 11 x 17 posters in graphic and photographic style
• 8.5 x 11 case cards in photographic style only

59. POS MATERIALS: BOTTLE NECK HANGERS
Neck hangers were a big hit last year so
we are offering them again.

60. POS MATERIALS: SKEWER CARDS
4.25” x 5” cards provide
education on Oregon and quotes
from wine writers extolling the
virtues of Oregon wine

61. WINE STEWARD DISPLAY COMPETITION

62. DISPLAY EXAMPLES

63. OREGON WINE MONTH EVENTS
Chain and independent retailers are encouraged to submit
tasting and events to our Oregon Wine Month calendar.
Submit an event on the
Oregon Wine Month Toolkit!

64. Activate at independent retail accounts:
 Schedule tastings, a time to greet patrons, wine and food
pairing sampling events
 Submit planned events to the consumer calendar (find the
link on the Toolkit)
 Share POS materials (available for printing on Toolkit)
– Skewer cards
– Case cards
– Shelf talkers
– Bottle neckers
– Posters
– Customizable signs
OFF-PREMISE: WHAT YOU CAN DO

65. ON-PREMISE:
RESTAURANTS

66. OREGON WINE MONTH FLIGHT PROMOTION
The Oregon Wine Board and OpenTable are
partnering up to promote restaurants featuring a
flight of three Oregon wines throughout May.
Participating restaurants will be promoted through
OpenTable and the Oregon Wine Board’s consumer
advertising channels.
Promotion taking place throughout Oregon
and Washington.
Sign up restaurant accounts on the Oregon Wine Month Toolkit by April 1.

67. OREGON WINE A-LIST RESTAURANTS INCENTIVE
2017 Oregon Wine A-List restaurants featuring a flight of three
Oregon wines throughout May will receive a $50 Visa gift card to
be used as a server incentive.
For a full list of eligible restaurants visit www.oregonwinealist.com
When an Oregon Wine A-List restaurant signs up to participate in the OpenTable
promotion on the Oregon Wine Month Toolkit, they will be flagged and sent the gift card
in the mail by May 1.

68. POS MATERIALS: ON-PREMISE
Bar-top table tents, customizable menu inserts,
check presenter inserts and table top feature
cards in various sizes available on the
Oregon Wine Month Toolkit
Table Tent Check Presenter
Inserts
Menu Templates

69. “5 WAYS TO GET YOUR RESTAURANT INVOLVED”
Download this sell sheet from the
Oregon Wine Month Toolkit and
share with restaurant accounts.

70.  Download the “5 Ways to Get Involved in Oregon Wine
Month” and share with your top restaurant accounts to share
the OWM plans and OpenTable partnership.
 Pitch a flight of your wine to a restaurant on OpenTable for
the Oregon Wine Month flight promotion. Sign the
restaurant up on the Oregon Wine Month Toolkit.
 Develop your own server incentive
 Set up winemaker dinners and submit information to be
included on the Oregon Wine Month event calendar
 Share the program materials with your distributor to use in
selling your wine to on-premise accounts
ON-PREMISE: WHAT YOU CAN DO

71. WHOLESALERS

72. GRAND PRIZE: OWM REP OF THE YEAR
 3 nights of accommodations
 2 tickets to Counter Culture, an IPNC
kick-off event at Anne Amie on
 2 tickets to IPNC
IPNC VIP Package for 2
Will be offering two packages for an on-premise
rep and an off-premise rep.

73. WHOLESALER COMMUNICATION
The Oregon Wine Board has communicated Oregon Wine
Month Campaign elements, incentives and provided POS order
forms to the following distributors:
• Young’s Washington & Oregon
• Southern Glazers Oregon
• Oregon Brand Management
• Oregon Wine Sales
• Casa Bruno
• Galaxy
• Mitchell Wines
If your distributor is not on this list, please contact
christina@oregonwine.org for a packet of materials to present
the Oregon Wine Month program.

74. WHOLESALER POS ORDER FORMS
OWB will ship printed Oregon Wine Month POS to any
distributor in Oregon and Washington. If your distributor was
not on the previous list, you can provide them with a POS order
form found on the Oregon Wine Month Toolkit.

75.  Tell your distributor about the Rep of the Year contest … and
nominate them if they deserve it!
– Sell sheet for Oregon Wine Month Rep of the Year available on Toolkit
– Nomination form coming in late May
 Download OWM trade materials from the OWM Toolkit and share
with your distributor
 Ask about opportunities to present to their team
 Plan a sales goal for your distributor for the month of May or the
second quarter (April – June)
– Think about what unique experience you can offer if the goal is met:
Dinner with the winemaker? A stay in your guesthouse?
– Make a bigger splash by combining resources with other Oregon wineries
working with the same distributor
WHOLESALERS: WHAT YOU CAN DO

76. WRAP-UP

77. TOOLKIT REVIEW
industry.oregonwine.org
Click on Resources
Filter your search to
reveal OWM toolkits

78. COMPREHENSIVE CHECKLIST
Find it in the Toolkit!

79. QUESTIONS?

80. THANK YOU