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Welcome!2008 Wine Marketing Summit

Valerie Fayette

Welcome to Walla Walla!

To Our Sponsors…

To Our Photographer…

• Don Fleming, Enology& Viticulture studentand owner, World Photographic Explorers

2008 Wine Marketing Summit

Why master channel marketing?• Because the competition is fierce!

– # of WA wineries alone has increased 400%+ in last decade*

– 30% of all wine consumed in US is imported**– In central and western India, more than 40 wineries

are in varying stages of development.*** • Investment in wine increased by 74 percent over the last year. • In the next 10 years there will be 300 million upwardly

mobile Indians who can afford wine and for whom it will be a lifestyle choice

• Per capita consumption has increased fourfold since 2000

*MKF Research Economic Impact Study using 2006 data; **Wine Market Council 2006 data;***Red, White, Sultry: The Wines of India; The New York Times, June 4, 2008

Why master channel marketing?

• Because demand is increasing and you need to be ready!– The United States has succeeded in

overtaking France as the No. 1 wine consuming nation in the world

– The income of affluent US households is growing faster than other segments due to high salaries of well educated workers and dual incomes

– Boomers and Millennials!

Why master channel marketing?

• Retailers & Consumers want innovation!– Organics or “Green” products, i.e.

smarter packaging– Energy infused products…huh?– Differentiation, unique, hard to

access– Any product that makes consumers

spend more money!• Cross promotion• Multi-demographic

appeal

Why master channel marketing?

• Because the market is changing…– China is the world’s fastest growing wine

market in 2007– More and more “custom” crush houses

opening• CrushPad hit their 1000th label submission to TTB

in May 2008!– 678 customers– Prices range from $5,700 to $15,000 per barrel – Expanding - opening in Seattle

Why master channel marketing?

• Innovation is driving the marketplace– AmericanWinery.com– Inertia Beverage Group– OpenWineConsortium.com– Buy Wine and Real

Estate together– City Winery opens

in Manhattan

Innovation…how about this?

The Bottom Line

• The market place for wine is changing– Stay current with trends– Look outside your neighborhood, think global– Seek innovation in every channel– Stay ahead of your competition– Differentiate your brand