Prima materia summary

Prima Materia

A Culinary Winery in Oakland, Ca.by

Pietro Buttitta, winemaker and chefwww.prima-materia.co

6/2015

Business summary

Prima Materia will be an urban winery dedicated to unique grapes and crafting Old-World inflected wine. Prima Materia will also be a serious food destination with a private dining program and educational events within the winery.

Key business aspects

An urban winery producing 4-5,000 cases per year with a focus on non-mainstream grapes at $18-45+ retail per bottle

The winery will also create fine dining food in a supper club or pop-up style program, creating a focused culinary program with limited overhead

We will host classes and events with outside educators, chefs and sommeliers

Unique features

The only winery with a 92-point winemaker who also functions as the chef

The only urban winery with a kitchen and dining inside

Embedded in the community as an educational entity rather than just selling luxury goods

Food and wine programs work together to create a “total experience”

Products

Wine types include Bordeaux blends, Cabernet Franc, Aglianico, Nebbiolo, Sangiovese, Carmenere, Mourvedre and several white and fortified wines

Culinary program will range from extensive prix fixe menus to simple and casual event-driven meals

Packaged food products will be available in small quantities

Event hosting will include in-house catering

Classes and special events will be ticketed events

Marketing

Focus on local population, community involvement, education, and tourism last

Double-dipping into wine and food press channels unlike normal wineries

Wine labels and all visual aspects highly designed with engaging alchemy theme

Marketing assets in place from Pietro’s prior work including sommelier, wholesale, and email/wine club relationships

Projected revenue makeup

Direct Consumer Wine Sales

59%Wine Club

14%

Food Sales14%

Wine Wholesale6%

Event Hosting7%

Projected 2018 sales $979,000

5-year revenue projection

Funds needed

$100,000 for build out of 6-7,000 sq. ft. space

$320,000 in winery, barrels, tasting room and kitchen equipment (can be phased in gradually)

$200,000 year 1 and 2 grapes, labels and packaging

$65,000 in legal, licenses, and professional services

$300,000 in operating reserve for years 1 and 2

Contact

For the complete business plan or further discussion please contact pietro@prima-materia.co or call 707-391-0492