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2013 LEVY BENEFITS & MARKETING PROGRAMS
NOVEMBER 13, 2012
OVERVIEW & INTRODUCTION
• Welcome
• Mission
• 2013 Board of Directors
• 2012 Program Success
• Survey Says!
• Levy Benefits
• Marketing Programs
• Budget
• Become a Levy Contributor
• Questions
• Finger Lakes Wine Reception
OUR MISSION
2013 marks our 12th year…
The mission of the Finger Lakes Wine Alliance is to increase the visibility and
reputation of the Finger Lakes AVA, its wines and wineries.
2013 BOARD OF DIRECTORS
Amy Hoffman , Chair | Rooster Hill Vineyards
Vice Chair
Gene Pierce, Treasurer | Glenora Wine Cellars
Secretary
Tom Higgins | Heart & Hands
Jeff Houck | Lucas Vineyards
Nancy Ireland | Red Tail Ridge Winery
Tom Macinski | Standing Stone Vineyards
Tim Moore | Inspire Moore Vineyards
David Peterson | Swedish Hill Winery
John Wagner | Wagner Vineyards
Ex Officio (non-voting):
Morgen McLaughlin | President FLWC
Stephanie Jarvis | Program Manager
Wine Expos
– 6 Wineries
– Boston, Washington D.C., and NYC
– Trade, Media, Consumer
2012 PROGRAM SUCCESS
FLX Ambassador Program
– 24 Wineries
– Thomas Pastuszak
– Two NYC Tastings
– Varietal Video
2012 PROGRAM SUCCESS
Consumer Event
– 132 Attendees | 21 Wineries
– Blind Wine Challenge
– Grand Tasting
2012 PROGRAM SUCCESS
Cool Climate Trade Seminar– 30 Trade/ Media Attendees | 20 Wineries
– Thomas Pastuszak Keynote Speaker
– Grand Tasting
– Site Visits
– Wine Reception & Dinner
2012 PROGRAM SUCCESS
www.coolclimateseminar.com
Riesling is Cool
– 15 Wineries
– Winery promotion
– Strong POS Materials
2012 PROGRAM SUCCESS
2011 Vintage Riesling Launch– 20 Wineries | 43 Retailers |12 Restaurants
– 80 Journalists/Bloggers/Writers
– Finger Lakes Industry Kick Off Event
– Riesling Videography | 3 Videos + Harvest Video• 3rd Place Wine Spectator Magazine Video Contest
– 3 Virtual Tastings • #Wine Chat, FLWA Hosted Live Riesling Tasting, Riesling Hour
• #FLXWine #2 Trending Topic Riesling Hour
2012 PROGRAM SUCCESS
www.rieslinglaunch.com
– 3 Consumer Events | 3 Trade Only Events• Mission Alfresco Pop Up Dinner, ACF Syracuse Pop Up Dinner, &
Harvest in the Square
• ACF Rochester Chapter Meeting, Hearth Restaurant Industry Tasting, & Harvest in the Square After Party
2012 PROGRAM SUCCESS
Hearth Industry TastingMission Alfresco
ACF SYR Pop UP Dinner
Harvest in the Square
Harvest in the Square Sponsorship Banner
ACF ROC Meeting
After Party
2012 PROGRAM SUCCESSVirtual Tasting Series
– Levy Benefit
– 33 Qualified Media |32 Wineries
– 4 Virtual Tastings
– Glenora Wine Cellars “Studio”
– USTREAM Live Tasting & Twitter
Wine Submission Program
– Levy Benefit
– Food & Wine, Wine Enthusiast, Wine Spectator, Wine & Sprits magazines
2012 PROGRAM SUCCESS
• 77 % of levy contributor respondents overall were satisfied with the levy benefits and programs
• Levy Contributors Asked For:
– A la carte options for programming
– Target Markets & Events• Media (relations)
• Trade (tastings and education)
SURVEY SAYS!
• Wine Submission Program
• Finger Lakes Wine Alliance Website– Winery Name, Winery Contact Information, Link to winery
website
• FLWA Marketing Materials– Leaflet
– Riesling promotional items
LEVY BENEFITS
• Exclusive Events– Winery attendance
– ACF North East Regional Conference
• Wine Donation Events– Program Manager or hired representative attends
– 6 bottles from each levy contributor
• Virtual Tasting Series– 4-5 media targeted virtual tasting events
– Features specific screened varietals or styles
– Streams Live Online with communication via Twitter
LEVY BENEFITS
• Wine Expos– Boston Wine Expo | February 16-17, 2013
• FLWA Cooperative Riesling Table (8 wines needed)$200.00/wine
• Cool Climate Seminar, Thomas Pastuszak (8 wines needed)$300.00 /wine
– New York Wine Expo | March 1-3, 2013• FLWA Cooperative Riesling Table (8 wines needed)
$200.00/wine
• Cool Climate Seminar, Thomas Pastuszak (8 wines needed)$300.00/wine
– Wine Enthusiast Toast of the Town NYC | May 2013• FLWA Table ( 8 wines needed* )
$375.00/wine
• * Wine has to have been reviewed by Wine Enthusiast Magazine.
• * Wine must have a score of at least an 85.
MARKETING PROGRAMS
• Additional Wine Expo Opportunities– Only if enough interested in representation
– Wine Enthusiast Toast of the Town Chicago | June 2013
• FLWA Table (8 wines needed*)$400.00/wine
• * Wine has to have been reviewed by Wine Enthusiast Magazine.
• *Wine must have a score of at least an 85.
– Wine Enthusiast Toast of the Town DC | June 2013• FLWA Table (8 wines needed*)
$400.00/wine
• * Wine has to have been reviewed by Wine Enthusiast Magazine.
• * Wine must have a score of at least an 85.
MARKETING PROGRAMS
• Wine Magazine Tasting Event Subsidies– Wine Spectator & Wine & Spirits magazines invite only
events
– FLWA offer subsidy of $000.00
– Wine Spectator Grand Tour NYC, Las Vegas, & San Francisco April –May 2013
• Invite Only from Wine Spectator magazine
• Cost per invited winery is $5,000.00.
• Invited wineries must attend events in all three cities (NYC, Las Vegas, & San Francisco)
– Wine & Spirits Top 100 Tasting | October 2013• Invite only from Wine & Spirits magazine
• Cost per invited winery is TBD
MARKETING PROGRAMS
• Thomas Pastuszak EventsKeynote Speaker at Cool Climate Trade Seminar –Finger Lakes Wine Month Program $400.00
– Boston Wine Expo Cool Climate Seminar $300.00/wine
• February 16-17, 2013
– New York Wine Expo Cool Climate Seminar $300.00/wine
• March 1-3, 2013
– NYC Summer Tasting $350.00• June 2013*
– NYC Fall Tasting $350.00
• October/November 2013 *
– Bud break Video$000.00
• May 2013*
– Harvest Video $000.00
• September 2013*
MARKETING PROGRAMS
* Tentative date
• Finger Lakes Wine Month$1250.00Price includes all items in basic package and a la carte list
– Partner program with Finger Lakes Wine Country
– Promotion of Finger Lakes wines to trade, media, and consumers for the month of May
Basic Package $600.00– Retail/Restaurant tastings
– Industry Kick Off Event | Tentative date: May 1, 2013
– #FLX Wine Hour | May 25, 2013
– Inclusion on Finger Lakes Wine Month micro-site
– Inclusion in Finger Lakes Wine Month email campaigns
– Finger Lakes Wine of the Month featured wine of the day via social media
– POS materials
– Media/Journalist visits
MARKETING PROGRAMS
A La Carte
– Promotional Video$350.00
– Cool Climate Trade Seminar $350.00 ?• Tentative Dates: May 18-20 or May 19-21
– Large Consumer Tasting Event$350.00
– Virtual Tasting Event $250.00
A la carte options total $1300.00. You save $650.00 if you buy entire package (basic and a la carte) for
$1250.00
MARKETING PROGRAMS
• 2012 Vintage Riesling Launch$1,250.00Price includes all items in basic package and a la carte list
– Promotion of Finger Lakes 2012 Vintage Rieslings to trade, media, and consumers for the month of September
Basic Package $600.00– Retail/Restaurant tastings
– Industry Kick Off Event
– Riesling Hour | September 28, 2013
– Inclusion on 2012 Vintage Riesling Launch micro-site
– Inclusion in 2012 Vintage Riesling Launch email campaigns
– 2012 Vintage Riesling Launch featured Riesling of the day via social media
– POS materials
– Consumer Sweepstakes
MARKETING PROGRAMS
A La Carte
– Promotional Video$350.00
– Harvest in the Square $350.00
– Trade Industry Tasting Event $250.00
– Virtual Tasting Event $250.00
A la carte options total $1,200.00. You save $600.00 if you buy entire package (basic and a la carte) for
$1,250.00.
MARKETING PROGRAMS
2012 Budget
– 2013 Budget in review
BUDGET
Revenue $ 167,500.00
Expenses $ 163,360.00
Total Profit $ 4,140.00
Submit Levy Contributor Worksheet (available online)
– Levy Contributor Fee:
– Payment Options:
BECOME LEVY CONTRIBUTOR
Case Production: Fee:
Less than 4,000 cases $1,000 (minimum)
4,000 to 20,000 cases $0.25 / case
Over 20,000 cases $5,000 (capped)
Date Due % Due
Option 1: DATE 100% due
Option 2: DATE 50% due
DATE 50% due
