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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 [email protected] or call 707-391-0492