Kick off meeting august 7 2013

Kick-Off MeetingAugust 7, 2013

2012 Vintage Riesling Launch

September 3 – 30, 2013

Trade (T)New York State Only

Media (M)National

Consumers (C)International

* Indicates new for 2013

Audience

PackagesMarketingTrade & Media Distribution CommunicationSweepstakesHarvest in the SquareWine RiotFestival of FoodTasting EventsPOS MaterialsAction Items

Overview

Full Package*Retail/Rest tastings, Industry Kick Off Event, Riesling

Hour, Microsite, Email Campaigns, Social Media Riesling of the day, POS, Consumer Sweepstakes, Promo Video, Harvest in the Square, Trade Industry Tasting Event, Virtual Tasting Event.

Basic Package*Retail/Rest tastings, Industry Kick Off Event, Riesling

Hour, Microsite, Email Campaigns, Social Media Riesling of the day, POS, Consumer Sweepstakes

A La Carte: Promo Video, Harvest in the Square, Trade Industry Tasting Event, Virtual Tasting Event

2012 Riesling Launch Packages

Web RieslingLaunch.com Winery Information Center Page*

Password: winery

Video

Facebook Ads

Social Media

Email Consumer Trade

Sweepstakes

Marketing

T, M, C

September 3-30, 2013

Listing on the Home Page of Riesling Launch website Direct URL link to website with wine feature and/or event listing Inclusion in all applicable geo-targeted consumer email blasts. Mention on FLX social media pages (Twitter and Facebook). Free POS

Retailers (7 to date) Host two Finger Lakes Riesling Tastings

Restaurants and Wine Bars (1 to date) Serve three Finger Lakes Riesling by the glass OR Host two Finger Lakes Riesling Events *

Trade Participants/Benefits

T, C

75-100 Journalists—63 to dateScreened

Request samples for one of four virtual tastings

VIRTUAL TASTINGS*9/5/13: Live USTREAM at Glenora9/11/13: #Winechat9/16/13: Live USTREAM at Glenora9/28/13: Riesling Hour

Media

M, C

Distributor & Winery Conference Calls

Tasting EventsOnline Event

Submission

One Sheeter

POS

Sales Incentive Program

Distribution Communication

T, C

Sweepstakes: August 28th - September 28th

Wineries create an Ultimate Riesling Experience

Winner drawn during Riesling HourWinner and three friends pick favorite winery

to redeem The Ultimate Riesling Experience.

The Ultimate Riesling Experience

C

Tuesday, September 17, 2013 6:00 p.m. – 9:00 p.m.Union Square Park

FLWA Sponsorship same as last yearWineries paired with chef

Increases Riesling Launch footprintFood pairing enhances Riesling experience

Harvest in the Square

T, C

Friday & Saturday, September 20-21, 2013FRI: 7 PM – 11PM | SAT: 1PM – 5 PM & 7 PM –

11PM69th Lexington Armory—Gramercy Park

• Two FLWA tables featuring 15 Rieslings• 1 case per winery• Volunteers for shifts

Wine Riot*

C

Monday, September 16, 2013 6 PM – 9 PMRochester Public Market

Recommended Event—FREE (Not an FLWA sponsorship)

Largest tasting event in Rochester. Benefits Food Bank.

Synergy with NY Wine Spotting (Michael Warren Thomas)

1,200-1,400 attendeesDeadline August 16, 2013

Logo & 1-2 sentences about winery or wine

Tasting Events

T, C

Industry 2012 Vintage Riesling Tasting Wednesday, August 21, 2013, 6:00 p.m. – 8:00 p.m.

Wagner Vineyards on the deck RSVP by 9/16/13 on Event Brite & $10 donation at doorBlind tasting 2012 Rieslings. Bring more to share.Riesling Industry Event Form due 9/16/13

Industry Tasting at Hearth RestaurantWednesday, September 18, 2013, time TBD

Hearth Restaurant, NYCFeature 15 wineriesSmall trade & media crowd invited

Tasting Events

T

Virtual Tastings* Tech Sheet & Winery Information Sheet Required Amount of Riesling for media samples determined

next week

Thursday, September 5, 2013 | LIVE USTREAM & Twitter at Glenora8:00 PM - 9:00 PM EDT . 6-8 wineries

Wednesday, September 11, 2013 | #Winechat9:00 PM - 10:00 PM EDT. 6-8 Wineries

Monday, September 16, 2013 | LIVE USTREAM & Twitter at Glenora8:00 PM - 9:00 PM EDT. 6-8 wineries

Saturday, September 28, 2013 | Riesling Hour6:00 PM - 10:00 PM EDT . All 19wineries.

Tasting Events

T, M, C

Winery On-Site Events

Capitalize on existing tasting events Event Submissions Online

New tasting events

Specials & Deals

Tasting Events

T, M, C

POS

T, M, C

Poster

T, M, C

Shelf Talker

T, M, C

Riesling Hour/Sweepstakes Card

Side 1 Side 2

T, M, C

Winery Information Center Page, Password: winery

FORMS/ ITEMS DUE 2012 Vintage Riesling Launch Winery Virtual Tasting Sign Up Form Ultimate Riesling Experience Sweepstakes Form Harvest in the Square COL RSVP 2012 Vintage Riesling Launch Industry Tasting 2012 Vintage Riesling Launch Industry Tasting Riesling Form

EMAIL Updated 2012 Riesling photos to [email protected]

TO DO Work with distributors Post Riesling Launch logo on website Include in consumer emails—events, Riesling Hour Facebook and Tweet (#flxwine) about Riesling Launch

Action Items