The Idea• Pinotage is unique to South Africa.

• To date, the various styles of commercially priced Pinotage have not been well received by the buyers, consumers & wine press, and so this variety has not positioned South Africa in the global wine industry.

• Bertus “Starbucks” Fourie has been the mastermind behind the development of the coffee Pinotage style.

• He has made both Diemersfontein and Café Culture that have seen major successes globally.

• This style of Pinotage has the potential to position Pinotage as an exciting and unique offering from South Africa and make Pinotage an exciting wine category

Brand Name

• An exciting brand name that brings the coffee Pinotage idea to life in a sophisticated way

• Premium association with the word, Barista• Design cues taken from fashion and the stereotypical

Italian coffee shop’s black & white floor tiles

Grapes• 100% Pinotage grapes from the Robertson area• In our experience the Pinotage grapes produced

from dark, deep red soils, usually Glenrosa and Oakleaf soils, yield the grapes with the perfect parameters for this style of wine

Winemaking

• The grapes were picked optimally ripe during mid February 2009

• Different batches were treated in various ways– Certain batches were put through the “flash

pasteurization” process to optimize color and taken back to the skins for fermentation.

– Some of the batches were pressed immediately to be fermented on oak to ensure the rich, dark coffee aromas.

– Other batches were fermented conventionally on the skins and pumped over during the course of fermentation to develop ripe fruit forward flavors.

– All the wine completed malolactic fermentation on French oak.Winemaker

• Bertus Fourie

The Wine

• Description– A burst of intense, rich coffee and chocolate aromas

with ripe nuances of mulberry, plum and Maraschino cherries. A wine ready to be enjoyed.

• Food & Wine– Perfect with everything! It has been listed in several

restaurants as an accompaniment of different meat types, rich, creamy casseroles and even the most controversial desserts. Bertus’ favourite remains a blue cheese filled brandy snap, with Belgian chocolate and roasted coffee beans…

Print Media

Trade Presenter

Header Board

The Outer Case

• 12 x 750 ml outer shipper

Trade Presenter (key accounts)

Shelf Pricing

• $14.99

Focus States

• North East - NY/NJ & MA & FL

• Mid Atlantic - MI & MD

• Mid West - IL & MN

• South East - GA & NC & TN

• South West - CO & TX & CA

Marketing Support

• 20 New Placements receive Espresso Machine ($150 x 50 = $7 500)

• Distributor depleting 500 cases by Dec ‘10 receive Espresso Machine

• 25 Tastings to each Market ($75 x 25 x 14 = $26 250)

• Send out 40 Press Kitts ($50 x 60 = $3 000)

• PR Dunn Robbins ($5 000)

• Print Headers ($5 x 700 = $3 500)

• Print Trade Presenters ($2 x 1000 = $2 000)

• Print Shelve Talkers (.35 x 1000 = $350)

SHELFSTRIP

Consumer Competition

www.baristawine.co.za

Website

Summary

• Potentially, the most exciting style for Pinotage on a global stage.

• Pinotage is unique to South Africa.

• Barista offers a premium wine concept which very few South African producers can compete with.

• Demystifies wine while still being sophisticated.

• Exciting branding and merchandising opportunities.

• Newsworthy to the wine press.