flwa 2012 program details presentation march 14, 2012
DESCRIPTION
Presentation on details for each program.TRANSCRIPT
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2012 Program Details
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Overview
• Welcome
• Board of Directors
• 2012 FLWA Levy Members
• 2012 Programs
– Levy Benefits
– Pay to Play Programs
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Board of Directors
Bob Madill, Chair|Sheldrake Point David Peterson| Swedish Hill Vineyards
Amy Hoffman, Vice Chair | Rooster Hill John Wagner| Wagner Vineyards
Gene Pierce, Treasurer| Glenora Wine Cellars Tim Moore| Inspire Moore
David DeMarco, Secretary| Seneca Shores Wine Cellars
Lisa Hallgren| Ravines Wine Cellars Ex Officio (non voting):
Jeff Houck| Lucas Vineyards Morgen McLaughlin| President FLWC
Tom Higgins| Heart & Hands Wine Company Stephanie Jarvis| Program Manager
Scott Osborn| Fox Run Vineyards
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2012 FLWA Levy Members
• Anthony Road Wine Company • Atwater Estate Vineyards • Belhurst Winery • Billsboro Winery • Casa Larga • Damiani Wine Cellars • Dr. Konstantin Frank • Fox Run Vineyards • Fulkerson Winery • Glenora Wine Cellars • Goose Watch Winery • Heart and Hands Wine Company • Hector Wine Company • Hosmer Winery • Inspire Moore Winery • Keuka Spring Vineyards • King Ferry Winery • Knapp Vineyards
• Lakewood Vineyards • Lamoreaux Landing Wine Cellars • Lucas Vineyards • McGregor Vineyards • Montezuma Winery • Penguin Bay Winery • Ravines Wine Cellars • Red Newt Wine Cellars • Rooster Hill Vineyards • Seneca Shore Winery • Shaw Vineyard • Sheldrake Point Vineyard • Silver Thread Vineyards • Standing Stone Vineyards • Swedish Hill Winery • Thirsty Owl Wine Company • Three Brothers Winery • Wagner Vineyards
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2012 Programs
• Levy Benefits
– Media Relations
– Social Media
– International Riesling Foundation
– POS Materials
– Recognition Program
– Finger Lakes Wine Virtual Tasting Series
• Pay to Play Programs
– FLX Ambassador Program
– Consumer Event
– Cool Climate FLX Seminar
– Riesling is Cool
– Riesling Launch
– Summer of Riesling
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LEVY BENEFITS Benefits included in levy payment.
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Levy Benefits
• Media Relations – Submission calendar for Food & Wine, Wine
Enthusiast, Wine Spectator, and Wine & Spirits magazines.
• Social Media – Exposure for your winery via Facebook and Twitter
accounts
• International Riesling Foundation – National exposure via IRF website
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Levy Benefits
• POS Materials – Finger Lakes regionally branded materials including
new brochure for region
• Recognition Program – Local restaurant support of Finger Lakes wines
• Submit wine list for review
– Restaurant listing on website and sticker for window – Wineries receive reference list of restaurants – Stand out restaurant receives plaque – Stand out wine industry individual nominated by levy
receives plaque
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Levy Benefits
• Finger Lakes Wine Virtual Tasting Series – Four Structured virtual tastings of 8-10 FLX wines
• Winemaker or Winery Rep present for tasting
– 6-8 media representatives
– Conference Call, USTREAM Live, #FLXWineVT
– Third Wednesday of the beginning of each quarter from 8:00 p.m.- 9:00 p.m.
Tasting Date Varietal
March 21, 2012 Reds
April 18, 2012 Whites
July 18, 2012 Riesling
October 17, 2012 Dessert, Ice, Sparkling
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PAY TO PLAY PROGRAMS Additional programming to further market your winery
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FLX Ambassador Program Pay to Play
• Thomas Pastuszak, Wine Director at NoMad Restaurant, NY, NY – Certified Sommelier
– Passion for Finger Lakes Wines
– Restaurants always have extensive list of FLX wines
• Finger Lakes wines represented through social marketing and multiple tastings – Spring and Fall Blog Entries on FLWA Website
– Use personal FB and Twitter to promote region
– Two NYC Tasting Events
– FLX Varietal Video Tasting
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• Two NYC Tastings hosted by Thomas
– June 5, 2012: Aromatic Whites
– October 16, 2012: Red Vinifera
• Wineries submit up to 3 wines for review to each tasting one month in advance
• Thomas picks 12 wines for each tasting
• FLX Varietal Video Tasting
– June 19th or 21st (weather dependent)
• Wineries submit up to 3 wines for review one month in advance
– Riesling, Gewurztraminer, Chardonnay, Pinot Noir, & Cabernet Franc
• Thomas picks minimum of 5 wines
• Video has multiple marketing outlets including website
FLX Ambassador Program Pay to Play
Cost: $350.00 Per Tasting Payment Due: June 5, 2012/ June 19, 2012/Oct. 16, 2012
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Consumer Event Pay to Play
2012 Finger Lakes Wine Challenge & Grand Wine Tasting
Friday May 11, 2012 , 5:00 p.m. - 8:00 p.m. Double Tree Hotel, Rochester NY
• Consumer & Trade ticketed event; 200-300 guests • Wine tasting & hors d'oeuvres • Blind Wine Competition
Cost: $350.00 + $50 Gift Certificate Payment Due: April 12, 2012
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Cool Climate FLX Seminar Pay to Play
• Day seminar for key Upstate New York trade & media and some Metro New York
• June 20, 2012, Hobart William Smith
• Day Overview: – Thomas Pastuszak presentation of why the Finger
Lakes is a world class wine producing region
– Grand tasting with light lunch
– Site visits
– Dinner paired with Finger Lakes wines
Cost: $500.00 Payment Due: May 22, 2012
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Riesling is Cool Pay to Play
• Increase awareness and visibility of Finger Lakes Riesling through winery visitation – Create FLX Riesling ambassadors
– Educate
• June 20, 2012 – September 3, 2012
• Summer long promotion – Program training day for winery staff
– Promotional Kit • Marketing Collateral (Posters, tasting mat, tasting booklet etc.)
• Coaster give away
• T shirts “Rated R for Riesling”
Cost: $500.00 Payment Due: May 22, 2012
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Riesling Launch Pay to Play
• Consumer, trade, retailer promotion of Finger Lakes Riesling
• September 4, 2012 – September 30, 2012 • Consumer (9/16/12-9/22/12) Dates subject to change
– Consumer centric tasting events leading up to Riesling Hour
• Trade (9/4/12-9/30/12) *NEW*
– Retailers will be required to host two Finger Lakes Riesling in-store tasting events
– Restaurants participating required to serve minimum of 3 Finger Lakes Rieslings by the glass
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• Media – Mix of 75 traditional and nontraditional wine journalists, writers,
bloggers, and influencers receive 6 samples of FLX Riesling to review during Riesling Hour
– Series of media tastings, hosting 6-10 media reps in New York City and Boston (additional markets to come)
• Riesling Hour – September 22, 2012 – Virtual Tasting Experience for consumers, trade, and media – Multiple trade locations will host in-house tastings
• Receive Summer of Riesling restaurant and retail participant list
Riesling Launch Pay to Play
Cost: $1,250.00 Payment Due: July 6, 2012
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Summer of Riesling Added Value
• June 20, 2012 – September 22, 2012
• FIRST WINE REGION IN USA TO PARTICIPATE
• Level One Sponsor – Website
– Advance list of program participants*
• Nationwide participation – *Restaurants and Retail Shops
Cost: Included in Riesling Launch Cost
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Deadlines & Costs Pay to Play
Program Sign Up
Deadline Cost
Payment Due
FLX Ambassador Program March 26, 2012 $ 350.00 per tasting 6/5 , 6/19, 10/16
Consumer Event March 26, 2012 $350.00 + $50 Gift Certificate
April 12, 2012
Cool Climate FLX Seminar March 26, 2012 $500.00 May 22, 2012
Riesling is Cool March 26, 2012 $500.00 May 22, 2012
Riesling Launch March 26, 2012 $1,250.00 July 06, 2012
Pay to Play Total Cost $2,950.00
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