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Virginia Wine Board Marketing OfficeUpdate For the VWA
November 10, 2015
Ongoing Objectives for the Virginia Wine Board Marketing Office:
• Build consumer interest in visiting Virginia wineries.
• Build national, regional and local media attention about Virginia wines.
• Develop programs to energize Virginia restaurants and wine shops to promote and carry Virginia wines.
• Expand the Virginia wine marketing footprint to include Washington DC, Maryland, New York and the Southeast (North Carolina, South Carolina, Georgia)
UPCOMING Initiatives:• 2016 Virginia Winery Guide… preparing for distribution by
the 1nd week of January.
• 2015 Commercial Grape Report Surveys have gone out. Please fill out and return.
• 2016 Governor’s Cup Wine Competition Case promotion
• 2016 Virginia Wine Summit, April 5
2015 General Activity• Handled over 90 media requests.
• Coordinated over 30 events to promote Virginia wines to trade and media
• Expanded Virginia wine presence regionally and internationally – VA Wine Summit (Richmond, VA)
– Charleston Wine + Food Festival
– Epicurience (Loudoun County, VA)
– Taste of the South (London)
– London Trade Roundtables
– Southern Foodways Alliance Symposium (Oxford, MS)
2015 Commercial Grape Report
• Over 360 surveys are being mailed this week.
• The final report will be released to the industry in March 2016.
• Please fill out and return the survey.
• These statistics are widely used and vital to measure industry growth.
2016 - Virginia Wine Marketing Grant Program
• 1:1 Matching grant. Must have min of 3 stakeholders
• Wine Board appropriated $40,000 in 2015
• Grant committee approved 5 applications in 2015
• Community projects, regional marketing programs are encouraged.– Past recipients include:
• Virginia Wine In My Pocket – VA Winery App
• Jefferson’s Virginia Festivals
• Tuskies Wine Trail App• Sip & Learn Somm-inars, Festevents
Governor’s Cup Case®
• Top 12 ranked wines were included in the 2014 Governor’s Cup Case®.
• $30,000 went toward promoting the 2015 Virginia Governor’s Cup wines through public relations.
• At least 5 national articles have been written to date.• For 2016, the VA Wine Board will continue to ship Virginia
Governor’s Cup cases to top national media. • Also, we use the medal list to identify wineries and wines for
various promotional opportunities.
New Virginiawine.org Has Launched
• We are still working on minor issues.
• Please let us know if you are experiencing any difficulties.
• With the launch, we have added geo-targeting capability.
2015 Major Partnerships
• BB&T Charleston Wine + Food Festival, March 5-8
• Epicurience, Loudoun County, September 4 – 5
• Southern Foodways Symposium, Oct 15-18
• Fire, Flour & Fork, Richmond
V2 Camp July -12-13, 2015Location: Airlie Conference Center, Warrenton VAFocus: A 1 ½ day camp featuring technical tasting seminars with Virginia vintners, offsite visits to wineries, and winemaker dinners.Workshop Topics:
• V2 Virginia Varieties: A tasting focused on the wide variety of quality wines being grown in Virginia today.
• Virginia Vintages: Vertical tasting of 3 wines from prior vintages. Winemakers discussed vintage variation.
• The Petites: Focused on two varieties that have become of particular interest; Petit Manseng and Petit Verdot.
Snapshot: • 23 guests• 30 wineries highlighted• 3 wineries visited• 64 wines poured• 80% of wineries highlighted have won Gold or Silver
Gov. Cup medal in last 3 years.
2015 Virginia Wine Roadshow
Goal: To provide a format to have distributors, wineries and retailers and restauranteurs to initiate sales of Virginia wines in local markets.
Locations:
• July 20th: Washington DC, 25 wineries, 125 attendees
• July 21st: Virginia Beach, 22 wineries, 75 attendees
• July 22st: Richmond, 27 wineries, 110 attendees
2015 October Virginia Wine Month
New Format: We are shifting October VA Wine Month to a TRADE format
New Focus: Shift emphasis to trade promotions. Encourage trade incentives for building fall promos
Marketing:
• Online tool kit for wineries & trade partners
• Launched a new website for wineries & trade to collect info
• Develop trade incentives in 2016
Current Work
• Public Relations Plan
developed
• General PR Support
• Gov. Cup Case outreach
• Wine Summit & V2 Camp
Speaker outreach
• April Wine Travel story pitches
• Quarterly Review of work
Office of Ray IsleExecutive Wine Editor, FOOD & WINE Magazine, October 2013
Public Relations Update
Strengthen VA Wine Social Media
Hired professionals to help with timely messages.
Results:
Facebook – 10,890 (16% increase)
Twitter – 9,021 (6% increase)
Instagram – 1,756 (25% increase)
Facebook ads are helping
Recent Articles
Every Day With Rachel Ray, Sept. 2015
The Daily Meal, 101 Best Wineries in US, Aug. 2015
The Local Palate, VA Wine Country, Aug. 2015,
Huffington Post, VA Wine Getaways, July 10, 2015
Getaways for Grownups, July 28, 2015
Nashville Lifestyles, Uncorked in VA, Aug. 2015
Saveur Magazine, Sept. 2015 “VA is For Petit Manseng
Travel & Leisure, Oct. 2015, A Very Good Year
Public Relations Update
THANK YOU!
The VA Wine Board Marketing Office1001 E. Broad Street, suite 140Richmond, VA 23219Phone: 804-344-8200
Annette Boyd, Director [email protected]
Susan Wagner, Marketing [email protected]
Shannon Johnson, Office [email protected]
