how to do a trendy, unique, insane, wine-by-the-glass program

HOW TO DO ATrendy, Unique, Extraordinary, Insane

WINE-BY-THE-GLASS PROGRAM@Coravin | #BTGrevolution

60%Want to know in

simple terms what a wine tastes like

37%Intimidated /

overwhelmed by the number of

offerings

31%Would try more varietals if they

didn’t need to buy an entire bottle

60% OF WINE DRINKERS IN U.S.SELF-IDENTIFY AS BEGINNERS

80%Are confused by

wine-industry terms

* Mintel, November 2016

….this means there is big growth opportunity by tappinginto purchase drivers for on-premise buyers.

- Wine guidance / education- Clear Food Pairings

- Encouraging trial – smaller format- Storytelling / Experiences

LESS THAN HALF OF WINE CONSUMERSPURCHASE WINE ON-PREMISE...


-3.7%Dollar Sales BTB

+1.2%Dollar Sales BTG

+7.7%Luxury Wine Dollar Sales

(>$20 BTG)

ON-PREMISE BY THE NUMBERS

*GuestMetrics, May 2016

61%of on-premise

wine buyers are millennials


Percentage of millennials who spend more money on experiences than on material things.

WHY?• Enrichment – 69% feel time spent out with friends is

more valuable than nights at home

• Memories – 77% say best memories at events

• Bonding – 79% feel they deepen relationships

• Shareable on social – 60% of millennials shared their favorites experiences last year

78%

*Harris Group, May 2016

Yet only 39% of wine drinkers view wine as an

artisanal/craft product.

MILLENIALS CRAVEUNIQUE,

EXCLUSIVE,ONE-OF-A-KIND, HARD-TO-FIND,

SPECIAL,PRODUCTS


So….how do we harvest untapped potential to drive on-premise growth?

Develop BTG offerings that cater to people’s desires to experience a

variety of wines in an approachable, unique, memorable way, that

promotes ongoing interest.

CORAVINThe best solution that gives restaurants the ultimate flexibility and freedom to pour creatively by the glass with less than a $750 investment per location.

ENCOURAGE INDULGENCES

A glass of…2002 Domaine des Comtes Lafon, Meursault Charmes - $55

2010 Luciano Sandrone, Barolo - $802010 Schrader “To Kalon” Vineyard, Napa Valley, Cabernet Sauvignon- $200.00

1988 Chateau d'Yquem - $2802000 Château Ausone Saint-Emilion - $580

2009 Montrachet, Grand Cru, Domaine de la Romanée-Conti - $1291

Something truly special to accompany your meal? Priceless.

$21-$45Sweet Spot Coravin BTG Price

(Ideal balance of volume and revenue)

GO FOR “UNIQUE” OVER “FINE”

*Based on survey of 148 Coravin restaurants

MAKE YOUR BTG LISTTAKE FLIGHT

• THEMATIC FLIGHTS: Big potential for driving additional revenue with creative, immersive wine flights

• INSPIRED PAIRINGS: One of the biggest on-premise trends is an increase in sales of wine via pairing and tastes rather than bottles*

*Wine & Spirits Magazine’s (2016) 27th Annual Restaurant Poll

CREATE “ONCEIN A LIFETIME” SHAREABLE WINE EXPERIENCES

• Magnums

• Wine Passport

• Cabs Around the World

• Old World vs. New World Battle

• The Path Less Traveled

• Time Traveler

THE JUDGEMENTOF PARIS AT MORTON’S

• 40th Anniversary of Paris Wine Tasting of 1976 – France vs. US

• California wines rates best in both categories putting the American wine industry on the map

• Morton’s is offering guests the opportunity to experience the current vintages of many of the American wines that were entered into the contest

BITE SIZED EDUCATION

THE MAKING OF THE WORLD’S BEST BTG LIST

“Astonishing. Extraordinary. Nobody else is doing anything

remotely as ambitious.”

-World’s Best Wine List Judge, Neil Beckett

RESULTS?- Increased wine sales

- Reduced waste costs

- Higher inventory turns

INCREASED CUSTOMER SATISFACTION

SETTING UP A SUCCESSFULCORAVIN PROGRAM

1. WORK WITH SUPPLIERS ON BETTER PRICING FOR BTG PROGRAMS

2. SELECT AND PRICE YOUR WINES

- Divide bottle price by 4

3. SET UP THE MENU

- Elevate and Separate

- Brand the list

- Explain the program

4. TRAIN YOUR STAFF

5. PROMOTE THE PROGRAM

6. GET THE RESULTS

QUESTIONS?

[email protected]@Coravin | #BTGrevolution