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Kick-Off MeetingAugust 7, 2013
2012 Vintage Riesling Launch
September 3 – 30, 2013
Trade (T)New York State Only
Media (M)National
Consumers (C)International
* Indicates new for 2013
Audience
PackagesMarketingTrade & Media Distribution CommunicationSweepstakesHarvest in the SquareWine RiotFestival of FoodTasting EventsPOS MaterialsAction Items
Overview
Full Package*Retail/Rest tastings, Industry Kick Off Event, Riesling
Hour, Microsite, Email Campaigns, Social Media Riesling of the day, POS, Consumer Sweepstakes, Promo Video, Harvest in the Square, Trade Industry Tasting Event, Virtual Tasting Event.
Basic Package*Retail/Rest tastings, Industry Kick Off Event, Riesling
Hour, Microsite, Email Campaigns, Social Media Riesling of the day, POS, Consumer Sweepstakes
A La Carte: Promo Video, Harvest in the Square, Trade Industry Tasting Event, Virtual Tasting Event
2012 Riesling Launch Packages
Web RieslingLaunch.com Winery Information Center Page*
Password: winery
Video
Facebook Ads
Social Media
Email Consumer Trade
Sweepstakes
Marketing
T, M, C
September 3-30, 2013
Listing on the Home Page of Riesling Launch website Direct URL link to website with wine feature and/or event listing Inclusion in all applicable geo-targeted consumer email blasts. Mention on FLX social media pages (Twitter and Facebook). Free POS
Retailers (7 to date) Host two Finger Lakes Riesling Tastings
Restaurants and Wine Bars (1 to date) Serve three Finger Lakes Riesling by the glass OR Host two Finger Lakes Riesling Events *
Trade Participants/Benefits
T, C
75-100 Journalists—63 to dateScreened
Request samples for one of four virtual tastings
VIRTUAL TASTINGS*9/5/13: Live USTREAM at Glenora9/11/13: #Winechat9/16/13: Live USTREAM at Glenora9/28/13: Riesling Hour
Media
M, C
Distributor & Winery Conference Calls
Tasting EventsOnline Event
Submission
One Sheeter
POS
Sales Incentive Program
Distribution Communication
T, C
Sweepstakes: August 28th - September 28th
Wineries create an Ultimate Riesling Experience
Winner drawn during Riesling HourWinner and three friends pick favorite winery
to redeem The Ultimate Riesling Experience.
The Ultimate Riesling Experience
C
Tuesday, September 17, 2013 6:00 p.m. – 9:00 p.m.Union Square Park
FLWA Sponsorship same as last yearWineries paired with chef
Increases Riesling Launch footprintFood pairing enhances Riesling experience
Harvest in the Square
T, C
Friday & Saturday, September 20-21, 2013FRI: 7 PM – 11PM | SAT: 1PM – 5 PM & 7 PM –
11PM69th Lexington Armory—Gramercy Park
• Two FLWA tables featuring 15 Rieslings• 1 case per winery• Volunteers for shifts
Wine Riot*
C
Monday, September 16, 2013 6 PM – 9 PMRochester Public Market
Recommended Event—FREE (Not an FLWA sponsorship)
Largest tasting event in Rochester. Benefits Food Bank.
Synergy with NY Wine Spotting (Michael Warren Thomas)
1,200-1,400 attendeesDeadline August 16, 2013
Logo & 1-2 sentences about winery or wine
Tasting Events
T, C
Industry 2012 Vintage Riesling Tasting Wednesday, August 21, 2013, 6:00 p.m. – 8:00 p.m.
Wagner Vineyards on the deck RSVP by 9/16/13 on Event Brite & $10 donation at doorBlind tasting 2012 Rieslings. Bring more to share.Riesling Industry Event Form due 9/16/13
Industry Tasting at Hearth RestaurantWednesday, September 18, 2013, time TBD
Hearth Restaurant, NYCFeature 15 wineriesSmall trade & media crowd invited
Tasting Events
T
Virtual Tastings* Tech Sheet & Winery Information Sheet Required Amount of Riesling for media samples determined
next week
Thursday, September 5, 2013 | LIVE USTREAM & Twitter at Glenora8:00 PM - 9:00 PM EDT . 6-8 wineries
Wednesday, September 11, 2013 | #Winechat9:00 PM - 10:00 PM EDT. 6-8 Wineries
Monday, September 16, 2013 | LIVE USTREAM & Twitter at Glenora8:00 PM - 9:00 PM EDT. 6-8 wineries
Saturday, September 28, 2013 | Riesling Hour6:00 PM - 10:00 PM EDT . All 19wineries.
Tasting Events
T, M, C
Winery On-Site Events
Capitalize on existing tasting events Event Submissions Online
New tasting events
Specials & Deals
Tasting Events
T, M, C
POS
T, M, C
Poster
T, M, C
Shelf Talker
T, M, C
Riesling Hour/Sweepstakes Card
Side 1 Side 2
T, M, C
Winery Information Center Page, Password: winery
FORMS/ ITEMS DUE 2012 Vintage Riesling Launch Winery Virtual Tasting Sign Up Form Ultimate Riesling Experience Sweepstakes Form Harvest in the Square COL RSVP 2012 Vintage Riesling Launch Industry Tasting 2012 Vintage Riesling Launch Industry Tasting Riesling Form
EMAIL Updated 2012 Riesling photos to fingerlakeswinealliance@gmail.com
TO DO Work with distributors Post Riesling Launch logo on website Include in consumer emails—events, Riesling Hour Facebook and Tweet (#flxwine) about Riesling Launch
Action Items
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