POP-UP CONCEPT FOR WINE AND SPIRITS IMPORTERS AND PRODUCERS

TM

PIERRE LOTI WINE & SPIRITS BAR/RESTAURANT OF CHELSEA, in association with Wine Lovers of NYC, has created a new project called the Chelsea Drinks Project™.

The Project is a unique opportunity for Wine & Spirits Importers and Producers to get unrivalled product exposure to New York’s savvy wine and food consumer market, “the most influential wine market in the world,” according to a recent study. The Chelsea Drinks Project offers the use of Pierre Loti’s entire existing and wildly successful Chelsea location (258 W. 15th Street, at the corner of 8th Avenue), including chefs, sommeliers, bartenders, spirits specialists and staff as a “Pop-Up” restaurant featuring the Participant’s products, décor, cuisine and more.

The Project’s “Pop-Up” concept is to give an Importer, Wine/Spirits Producer or Wine/Spirits Trade Organization the opportunity to have their products featured at Pierre Loti Chelsea on a weekly, bi-weekly, monthly or longer basis. Pierre Loti Chelsea will offer the Participant’s products during the agreed period and will purchase and sell all products for consumer consumption from a selection of the Participant’s product offerings for inclusion on the wine/spirits drinks list.

The Chelsea Drinks Project is designed to reduce marketing expenditures and increase product exposure in the largest wine and spirits market in North America. Our team understands how much time and money are spent by importers and producers sending personnel and product to New York for trade/press/consumer tastings, special events, dinners, lunches and sales presentations. It is very difficult to track return on investment (ROI) and justify the total expenditures for travel, lodging, transportation, special venues, client entertainment and sample shipping. Quite often time-consuming planning and organizing efforts do not yield the desired outcomes in this hyper-competitive market due to competing events taking place during the same time period. The Chelsea Drinks Project is a revolutionary way to market wines and spirits, offsetting costs of New York marketing campaigns.

The Pierre Loti Bar/Restaurant “Pop-Up” is an effective and efficient way to promote all wine and spirits products. The Project will be an “attention getter” from the wine, spirits, and lifestyle press. The Chelsea Drinks Project is designed to inspire passionate wine and spirits consumers!

WHAT THE CHELSEA DRINKS PROJECT OFFERS:

• Pierre Loti Chelsea, 258 W. 15th Street, at the corner of 8th Avenue (http://chelsea.pierrelotiwinebar.com), is a restaurant/bar specializing in unique wines and spirits. It is located in Manhattan’s trendy Chelsea neighborhood: across the street from Google headquarters, 2 blocks from the spectacular High Line and the new Whitney Museum, hundreds of internationally known top art galleries and the world-class Chelsea Market. It sits at the doorstep of the historic West Village. The area is a magnet for New Yorkers and tourists alike.

• The Project will allow Participants to create a unique ambiance in the style of their brands or region.

• During the “Pop-Up” Residency Pierre Loti will serve the Participant’s chosen products by the glass and bottle.

• Pierre Loti will also offer selections from its in-stock inventory of wines and spirits that do not conflict with the Participant’s products.

• During the Participant’s “Pop-Up” Residency limited selected products will also be featured at the Pierre Loti Union Square Gramercy and Pierre Loti Midtown East Turtle Bay locations.

WHAT WE REQUIRE FROM THE PARTICIPANT:

• Project fees (rates provided immediately upon request), which are based on the length of time. They will be offset by Pierre Loti’s purchase of the Participant’s products.

Participant is responsible for the expenses of the following services:

• Public Relations campaign, including any PR and/or advertising expenses.

• Costs of a guest chef (including special equipment), guest sommelier and/or guest mixologist.

• Audio/Visual equipment.

• Expenses for specific menu development.

• Expenses of interior design and remodeling.

• Extra equipment such as special glassware, tabletop, etc.

• Costs of trade and press events, including food, wine and incidental expenses.

• Pierre Loti Chelsea will be the venue for exclusive press/trade event(s) for the wine, spirits and culinary community (food, beverage and incidental expenses to be paid by Participant).

• The Project will offer one or more consumer tastings of the Participant’s products.

• Chelsea Drinks Project will seek out collaboration from companies such as Riedel, wine/spirits publications and others for cross-promotion.

• Pierre Loti In-House Staff: — 1 Chef — Wait staff

— 2 sous chefs — Bartenders — Manager — Maintenance staff for setup

• Pierre Loti covers all utility and insurance fees.

• Pierre Loti will purchase and sell all products for consumer consumption from a selection of the Participant’s product offerings.

• If requested by the Participant the Chelsea Drinks Project will support the Participant’s brand messaging. This will include postings on Facebook, Twitter, Instagram, etc. and email campaigns to the Chelsea Drinks Project’s electronic mailing list of New York City metropolitan area wine and spirits consumers.

ORHAN CAKIR is president of the Pierre Loti Hospitality Group, owners of the Pierre Loti wine bars and restaurants and a new restaurant in Delray Beach, Florida. A native of Istanbul, Orhan has been in the restaurant business in

New York for more than 20 years.

ROBIN KELLEY O’CONNOR (http://rkovine.com) is one of the world’s leading wine and spirits experts and educators. As a global wine specialist he is in constant demand as speaker and advisor to wine producers, regions, corporations, collectors and trade organizations all over the world. Robin has served as Lead Specialist & Head of Wine, Americas for Christie’s Auction House, Director of Sales and Education for Sherry-Lehmann, the

“Oldest Wine Store in NYC,” Director of Education and Private Client Portfolio Advisor at Italian Wine Merchants and was Trade Liaison and Director of Trade and Consumer Education in the Americas for the Bordeaux Wine Bureau (Conseil Interprofessionnel du Vin de Bordeaux) for 20 years. He also served as president of the Society of Wine Educators.

BARNEY LEHRER, director of Wine Lovers of NYC is a freelance wine journalist and expert on international ecommerce. He has a Certificate in Wines and Spirits from the Wine and Spirits Education Trust of London, is a annual judge at the Concours du Vin in Orange, France,

the annual competition for wines from the Rhone regions, and he owns a house in the southern Rhone area.

THE PIERRE LOTI TEAM:

THE CHELSEA DRINKS PROJECT IS A COLLABORATION BETWEEN THE PIERRE LOTI WINE BARS AND WINE LOVERS OF NYC.

PIERRE LOTI WINE BARS(www.pierrelotiwinebar.com) are among the most loved wine bars in New York City. With locations in Chelsea, Union Square and Midtown, Pierre Loti serves wine lovers in intimate and carefully designed venues offering excellent food and wine to New York wine lovers.

WINE LOVERS OF NYC (www.wineny.com) is a club of wine lovers with more than 3500 members. They hold regular educational and intimate tasting events that explore the major wine and spirits regions of the world.

Please contact the CHELSEA DRINKS PROJECT Team for availability, rates, costing, organizational and general inquiries:

Barney Lehrer +1-917-293-6588 info@chelseadrinks.com www.chelseadrinks.com