NYWINESPOTTING Presented by: Michael Warren Thomas.

NYWINESPOTTINGPresented by: Michael Warren Thomas

WHYNOW

THE IMAGE OF NY WINES HAS IMPROVED, AND WITH IT, AWARENESS AND DEMAND HAS INCREASED.

WINE RELATED TOURISM IS ON THE RISE AS WELL.

ONE AREA THAT DOES NOT REFLECT THIS GROWTH IS LOCAL RESTAURANT WINE LISTS.• Currently NY wines represent less than 10% of all revenues generated by restaurant wine

sales• Most restaurants carry few, if any, local NY wines.• Demand for farm to table dining paired with local wines is on the rise. • Visitors who dine in NY are looking for the whole local experience. • Residents who support buy-local and eat-local are also looking for this experience • Restaurants are catering to the dine-local trend with meats, fruits and vegetables, herbs

and even baked goods from nearby farms and shops. • Wine is a local product just as sure as a tomato or chicken.

THE PLANETS ARE ALIGNED. THE WHEELS ARE IN MOTION. THE TIME IS RIGHT!

WHOWE ARE TALKING TO

RESTAURANTS• Locally-owned within 15 minutes of downtown Rochester (initial campaign)• Decision Makers :Bar Managers, Owners, General Managers, Food & Beverage Managers,

Wait Staff • Front line sales – realize benefits in increased tips and will carry the message to their

peers

WINERIESNYS WineriesWinery Owners & EmployeesWho will in turn spread the message to…• Their family and friends • Their suppliers & vendors and their employees, family & friends• Their Case Club Members & loyal customers• Their Distributors/reps• Their Liquor stores 

CONSUMERSFoodies – people who dine out frequently and appreciate local foodsFood and Wine Festival AttendeesBuy-Local Supporters (farm markets, local business owners)

MEDIA & INDUSTRYTrade & Tourism Groups with wineries/wine trails and receptive restaurants in their area/countyWine, Food & Culinary journalists and publicationsGeneral Media local/regionalBloggers

HOWWE MOVE THE NEEDLE

Ranking the Restaurants

NY Wine Spotting Consumer Kit

CONSUMER EVENT KICK OFF AT CASA LARGA VINEYARDS

CONSUMER EVENT KICK OFF AT CASA LARGA VINEYARDS

NY Wine Spotting Local Media Coverage: TV

NY Wine Spotting Local Media Coverage: Print

NY Wine Spotting Social Media: Facebook

NY Wine Spotting Social Media: Facebook

NY Wine Spotting Social Media: Twitter

NY Wine Spotting Social Media: Twitter

NY Wine Spotting Social Media: Instagram

NY Wine Spotting Social Media: Instagram

NY Wine Spotting Social Media: Instagram

NY Wine Spotting Industry Wine Tour

NY Wine Spotting Industry Wine Tasting

Results& Next Steps

THANK YOUQ&A