2017 sponsorship deck - sommcon® · pdf file• jesse becker, master sommelier ......
TRANSCRIPT
2017 Sponsorship Deck
®
SommCon® is a leading conference and exposition for education and training of beverage professionals and serious enthusiasts. Held November 15-17, 2017 in San Diego, CA, the conference brings together industry professionals of all levels to discuss, develop, and lead the conversation on the business of wine.
SommCon’s® education is built by industry thought leaders for trade professionals and serious enthusiasts who have a passion for wine and spirits and an unyielding quest for knowledge. Attendees learn and taste their way through keynote sessions and educational classes, complete with a trade-only tasting and expo.
ABOUT SOMMCON
A Side of Bourgogne Yet to be Discovered
• Brad Alper | Winegrower, Square Peg• Bryan Babcock | Winemaker, Babcock Vineyards• Gillian Ballance, Master Sommelier | National Education Manager,
Treasury Wine Estates• Mario Bazán | Owner, Bazán Vineyard Management• Jesse Becker, Master Sommelier | Market Specialist, Craft + Estate• Chris Blanchard, Master Sommelier | Director of Sales, Vine Hill
Ranch Estate• Geralyn Brostrom | Italian Wine Central, Certified Wine Educator,
Italian Wine Professional• Ken Brown | Owner, Ken Brown Wines• Ian Cauble | Co-Founder, SommSelect• Randy Caparoso | Editor-at-Large, The SOMM Journal; Contributing
Editor, The Tasting Panel• Amy Christine, Master of Wine | Black Sheep Finds Winery• Jim Clarke | Marketing Manager, Wines of South Africa USA• Fred Dame, Master Sommelier | American Wine & Spirits• Guy Davis | Founder/Farmer/Winemaker, Davis Family• Ignacio Delgadillo | Founder, Delgadillo Cellars• Rob Dietrich | Master Distiller, Stranahan’s Colorado Whiskey• Mike DeSimone | World Wine Guys• Pam Dillon | Co-Founder & CEO, Wine Ring• Maurice DiMarino, Level 2 Masters Guild of Sommeliers | Wine &
Beverage Manager, Cohn Restaurant Group• Brian Donegan, Advanced Sommelier• Eric Entrikin, Master Sommelier | Director of Wine Education,
Southern Glazer’s Wine and Spirits• Tom Fischer | Founder, BourbonBlog.com• Eric Flanagan | Founder, Flanagan Winery• Chuck Furuya, Master Sommelier | Partner, DK Restaurants • Tim Gaiser, Master Sommelier• David Glancy, Master Sommelier | San Francisco Wine School• Jennifer Glanville | Brewer / Director of Brewery Programs, Samuel
Adams • Evan Goldstein, Master Sommelier• Damon Goldstein | Truly Fine Wine
2016 SPEAKERS / PANELISTS• Mary Gorman-McAdams, Master of Wine | Bordeaux Wine Council• Randall Grahm | Owner, Bonny Doon Vineyard• Wes Hagan | Winemaker, J Wilkes Wines• David Hekl | Proprietor & Winemaker, Domaine Della Winery• Eric Hemer, Master of Wine, Master Sommelier | Southern Glazer’s
Wine & Spirits• Brandon Hernaindez | Chief Marketing Officer, Societe Brewing Co.• Joseph Herzon | Family Co-Owner, Royal Wine Company / Herzog
Wine Cellars• Jeff Jenssen | World Wine Guys• Michael Jordan, Master Sommelier, CWE | Director of Global Key
Accounts, Jackson Family Wines• Kathy Joseph | Proprietor / Winemaker / Grape Herder / Head Fiddle,
Fiddlehead Cellars• James King, CSW, IWP, CWAS, FWS, AIWS• Peter Koff, CWM, MW | President, Fairest Cape Beverage Company• Greg Koch | Executive Chairman & Co-Founder, Stone Brewing• Bryan Kvamme | Winemaker, Martinelli • Geoff Labitzke, Master of Wine | Director of Sales & Marketing,
Kistler• John Lancaster | Wine Director, Boulevard• Christopher Lavin, Advanced Sommelier, CSW, CWE | Regional
Manager, Broadbent Selection • Maxwell Leer | Co-Founder, Winerave• Shelley Lindgren | Owner & Wine Director, A16 and SPQR
restaurants• James MacPhail | Assistant Winemaker, The Calling• Christina Mariana-May | Family Proprietor, Castello Banfi• Dewey Markham, Jr. | DMj Wineworks• Vittorio Marzotto | Family Member of Importer Santa Margherita USA• Meridith May | Publisher / Editorial Director, THE TASTING PANEL,
The SOMM Journal, The Clever Root• Luke McCollom | General Manager / Viticulturist / Foundine
Winemaker, Left Coast Cellars• Diego Meraviglia | VP & Director of Education, North American
Sommelier Association• Chris Miller, Master Sommelier• Boyd Morrison | Winemaker, MacMurray Estate Vineyards
• Josh Nadel | Beverage Director, NoHo Hospitality Group• Ira Norof, CSE, CWE | Director of Education & Events, Southern
Glazer’s Wine & Spirits• Frank Ostini | Owner/Chef/Winemaker, Hitching Post II• Steve Peck | Red Wine Winemaker, J. Lohr Vineyards & Wines• Lindsay Pomeroy, BA, WSET Diploma, CWE, FWS | Owner and
Chief Wine Educator, Wine Smarties• Jim Pratt | Winegrower, MacPhail• DLynn Proctor | Penfolds Ambassador, Americas and Canada• Miriam Puentes | Member at Large, Mexican American Vintners
Association• David Ramey | Founder / Winemaker, Ramey Cellars• Bernard Retornaz | President, Louis Latour• John Rielly | Fine Wine Development Manager-West, Terlato Wines
International• Rafael Rios | President, Mexican American Vintners Association• Jon Ruel | CEO, Trefethen Family Vineyards• Richard Sanford | Owner, Alma Rose Winery Vineyards• Rosaura Segura | Treasurer, Mexican American Vintners Association• Paul Sherman | Sommelier, Valentino• Wendy Shoemaker, Advanced Sommelier | Food & Beverage
Director, St. Francis Yacht Club• Gavin Speight | Vice President - Winemaking and Marketing, Old
Bridge Cellars• Joe Spellman, Master Sommelier | JUSTIN Vineyards and Winery• Nikolai St George | Chief Winemaker, Giesen Estate• Matt Stamp, Master Sommelier | Education Director for the Guild of
Sommeliers / Co-Proprieter of Compline• István Szepsy, Jr. | Chief Winemaker, St Tamás Winery• Chris Tanghe, Master Sommelier | Portfolio Manager, Vinum• George Thornton | Co-Founder, The Homebrewer• Toshio Ueno. MSS, CSW, FWS | Vice President & Executive
Instructor, Saké School of America• Raj Vaidya | Head Sommelier, DANIEL• Frans van der Lee | Co-Founder/President, Somm’s List / Chef’s Roll• Rachel Voorhees | Director of Wine Education / Wine Director,
Rodney Strong Vineyards• Mark Weslar | VP of Marketing, Karl Strauss Brewing Company
2016 SPONSORS
Wines of Germany
WEDNESDAY CERTIFICATIONS
SommCon kicks off the conference with a day of trade certifications hosted by industry organizations. Attendees who plan to attend the conference, and take a certification that year, are able to do both in one location. Participating organizations receive visibility to hundreds of trade members and spark interest in attendees who may have not previously considered getting certified.
This year’s participating organizations include the Wine and Spirit Education Trust and Cicerone Certification Program.
THURSDAY SEMINARS / PANELS / DISCUSSIONS
Past sessions have included:
Seminars & Panels• Structure & Aroma Component Tasting• A Sense of Place and Precision, the Wines of Michel Chapoutier• Tour of Sicily• Vino Autentico: Indigenous Grapes & Incomparable Terroir• Is Chenin Blanc South Africa’s Flagship Grape?• Champagne House Styles• Pinot Noir from Around the World• Bordeaux - The New Generation - Changing the Conversation• A Side of Bourgogne Yet to be Discovered• Digging in to Unique Terroir• Penfolds Shiraz: A Study of Warm and Cool Climate• Austria Now• Germany: 1971 Wine Law vs. 2012 VDP Classification• Hungarian Furmint: Ancient Grape, Modern Wines• The Role of Viticulture in the Evolution of Napa Valley Wines• Blind Taste with the Masters• Bottom Line Restaurant Management• History of Craft Beer: Ancient to the Present• The Rosés Brothers: Rosé de Loire and Rosé d’Anjou• Building a Better Flying Cigar: 6 Ways of Looking at a New World Rhône Blend• American Whiskey Panel Discussion + Tasting
Tasting Breaks• Hosted Tasting Break by Wines of Germany• Hosted Tasting Break by Rias Baixas• Hosted Tasting Break by Seven Falls & Intrinsic Wine Co.
Luncheon + Keynote• Wines from Napa Valley Vintners• Keynote Speakers: Ian Cauble, DLynn Proctor, Pam Dillon
The Rosés Brothers: Rosé de Loire and Rosé d’Anjou
Penfolds Shiraz: A Study of Warm and Cool Climate
Structure & Aroma Component Tasting
A Side of Bourgogne Yet to be Discovered
FRIDAY SEMINARS / PANELS / DISCUSSIONS
Past sessions have included:
Seminars & Panels• Introduction to the Institute of Masters of Wine• Exploring Chardonnay and Pinot Noir of the Russian River Valley• Sta. Rita Hills, Consider the Source. Time in a Bottle.• Beyond the Floor: Finding Opportunities to Supplement Your Career• Farmworkers to Winegrowers • The Art of Decanting• Australia: Old Vines - Classic Wines• Extraordinary Tuscan Experience• Unraveling the Mysteries of Indigenous Italian Grape Varieties• The Nightmare Scenario: Dealing with the Difficult Guest• Diversity of Pinot Noir within the Russian River Valley• Willamette Valley: A Place of its Own• South Africa - A Bridge Between the Old World and the New World• Blind Taste with the Masters• Alsace Rocks: Exploring the Region’s Grand Crus• Millennials Love Blends... Is This Contributing to the Strategic Emergence of Baja
Wines? • Medoc 2012 Vintage Through its 8 Appellations by Dewey Markham• Explore and Discover Bulgarian Wines
Tasting Breaks• Hosted Tasting Break by Castello Banfi
Luncheon + Keynote• Wines from Wines of Alsace• Keynote Speaker: Rajeev Vaidya
Sta. Rita Hills, Consider the Source. Time in a Bottle.
Exploring Chardonnay and Pinot Noir of the Russian River Valley
Willamette Valley: A Place of Its Own
Medoc 2012 Vintage Through Its 8 Appellations by Dewey Markham
FRIDAY TRADE TASTING
Attendees join us for an afternoon of networking and wine tasting at the Friday Trade Tasting. Guests have the opportunity to taste from over 100 exhibiting wine, spirit, and brewery producers, while hobnobbing with the industry’s top professionals.
2016 CONFERENCE STATISTICS
• Total SommCon Conference and Trade Tasting attendance = 1,635
• Total SommCon Session Attendance = 459
• Attendee Age – 21 - 25 years = 6% – 26 - 35 years = 24% – 36 - 45 years = 27% – 46 - 55 years = 22% – 55+ years = 21%
• Conference attendance split 42% female and 58% male
• Attendees’ Role in Decision Making – Final Decision Maker = 43% – Influencer of Decision = 34% – Recommendation for Decision = 16% – Conduct Research for Decision = 7%
• Attendees’ Purchasing Power – $0 - $49,999 = 49% – $50,000 - $99,000 = 16% – $100,000 - $249,999 = 14% – $250,000+ = 21%
• 49% of attendees currently hold at least one higher level certification in wine, beer or spirits
– Certified Sommelier = 98 – WSET Levels 1-3 = 94 – Certified Specialist of Wine = 41 – Certified Wine Educator = 16 – Certified Specialist of Spirits = 12 – Advanced Sommelier = 10 – Master of Wine / Spirits = 13
• Attendees included: Winemakers, Company Owners, Front of House Staff, Managers, Buyers, Sommeliers, Beverage Directors, Journalists, Bartenders, Food and Beverage Directors, Wine Program Directors, Professors, Tasting Room Managers, Vintners, Portfolio Managers, Ambassadors, Wine Brokers, etc.
– Hospitality / Front of House = 32% – Distribution = 14% – Education = 13% – Winemaking = 11% – Importers = 7% – Events = 7% – Consulting = 7% – Media = 5% – Technology = 2% – Association = 2%
Unraveling the Mysteries of Indigenous Italian Grape Varieties
2016 MARKETING OUTLINE
SommCon utilized an integrated marketing strategy, which included:
• Weekly Electronic Newsletters (37 broadcasts total = 253,426 subscriber impressions)• Print, radio and online advertising• Digital retargeting campaign garnering over 50,000 impressions• Inclusion in the San Diego Bay Wine + Food Festival Official Magazine, En Bouche. 15,000 copies were distributed to attendees, Chaîne members, San Diego
Magazine subscribers, and local restaurants, retailers, wineries, and hotels (readership of 60,000)• Print out-of-market ads in Tasting Panel, SOMM Journal, and Wine Spectator• Website banner ads on Somm’s List, VinVillage, and Grape Encounters• Cooperative partnerships with Somm’s List and Chef’s Roll, targeting members of the restaurant and wine trade in addition to consumers• Email newsletter inclusion in Somm’s List, Wine Spectator, VinVillage, Ranch & Coast, San Diego Magazine, and the San Diego Bay Wine + Food Festival• Dedicated e-blasts through Fast Forward Events, and the San Diego Bay Wine + Food Festival• National media partnerships with Tasting Panel, Wine Spectator, and SOMM Journal• Local and national radio promotions through VinVillage and Grape Encounters Radio• Over 1,000,000 website hits to sommconusa.com
Total Advertising, Promotions, and Marketing Collateral Impressions = 12,463,493
THE 2016 CAMPAIGN
2016 PUBLIC RELATIONS OVERVIEW
SommCon appeared in a number of features and articles leading up to the event resulting in over 19 million impressions. The following are a few highlights of 2016 coverage:
• A social media campaign resulting in 33,083 impressions• Online articles and mentions in SOMM Journal, Coast News, Food & Beverage Magazine, San Diego Union Tribune, and San Diego Magazine• Print newspaper and magazine articles and mentions in SOMM Journal, Coast News Group, SD Entertainer Magazine, San Diego Union Tribune,
and San Diego Magazine• Four press releases distributed• Weekly Electronic Newsletters (37 broadcasts total = 253,426 subscriber impressions)• Over 30 online calendar postings on 101 Things To Do, ABC 10 San Diego, BeachCalifornia.com, Culinary Thymes, Discover California Wines,
Discover SD, Event Setter, Eventful, Events in America, and Local Wine Events• CRN Radio interview with Team SommCon Advisor, Jesse Rodriguez
Total PR Impressions = 19,104,643
WHAT THEY’RE SAYING
Coast NewsSan Diego MagazineUT San DiegoThe SOMM JournalTasting PanelWine Spectator
ONLINE
Coast NewsUT San DiegoSan Diego MagazineThe Aspen TimesAdvisor Wine Industry NetworkSommCon EveSOMM Journal
2016 WEB HITS
Over 1 MILLION total hits
OVERALL 2016 IMPRESSIONS
1,635SommCon Conference + Trade Tasting Attendees
459SommCon Session Attendees
12,463,493Advertising & Marketing Collateral Impressions
19,104,643PR Impressions
31,569,771Total Impressions
Blind Taste with the Masters
