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VirginiaWineBoardMarketingPresentation
OmniHotelCharlottesville,VANovember7,2016
ObjectivesFor2016– 2017(Notethesehavechanged)
1. Buildnational®ionalbrandawarenessforVirginiawines.
2. IncreaseVirginiawinesonrestaurantwinelists&storeshelveswithinVAandwithinnewmarketsalongtheEastCoastincludingWashingtonDC,andtheSoutheast.
3. DrivevisitorstoVirginiawineries
StrategicFocusFor2016• BrandingProjectforVAWineIndustry• EnhancetradesupportforOctoberVirginiaWineMonthandVirginiawinesingeneral
• ContinuetobuildnationalawarenessofVAwinesthroughseveralprograms(Gov.Cup,WineSummit,PRinitiatives
• ExpandVAwinessalesalongEastCoast(tradesupportprogramsinDCandSoutheast)
• Update2011EconomicDevelopmentSurveydata
VirginiaWineIndustryProgress
• Virginiawinesalesup5.2%inVAforFY2016• WinesalesatVAwineriesup7.3%• SalesatABCstoresup9.9%• Surveyingwineriesforout-of-statewinesales• VADistrib. salesdown<1%(.3%)• ForFY2016VAWineMktshare was4.85%• If15%ofallwinesalesarepremium,thanVAwinerepresents32.3%ofpremiumwinesalesinVA
• VAwineryvisitationgrew43.7%from2011to2016basedondatafromVAtourismat2.3millionupfrom1.6milvisitorsannually.
2016GeneralActivity• Handledover60mediarequests.• Coordinatedover50eventstopromoteVirginiawines
• ExpandedVirginiawinepresenceregionallyandinternationally– VAWineSummit(Middleburg,VA)– CharlestonWine+FoodFestival– Epicurience (LoudounCounty,VA)– Media&tradetastings(London)– Euphoria– SouthernFoodways AllianceSymposium(Oxford,MS)– BevCon (Charleston,SC)
2016OctoberVirginiaWineMonthFocus:GoalistosupportexpandedVirginiawinesalesthroughtradepromotions.Marketing:• ExpandingPOSfortradeincludingABCstores• ExpandedOctoberVAWineMonthwebsite• EncourageVAwineriestopromotelongtermplanning
forOct.VAWineMonthpromotions.• Initiate3mediaWineCabtoursduringthemonth.• GuestInstagramtakeoversfor@Vawine byindustry
leadersduringOctober.• Initiated“It’sJustLunch”tradetastings.Theseare
willbesmallandinformal.
2017VirginiaWineSummit• Currentlyexploringvenuelocations• HavesignedacontractwiththeBoar’sHeadInninCharlottesville
• Savethedate:May16,2017• Lookingtochangethestructure– Eliminatekeynotespeaker–Makelunchmorecasual– Streamlinesessions– Evaluatewaystocutcosts
2016- 2017VirginiaWineryGuide2017Printing:300,000(gradualreduction)
2016Inventory
TotalPrinted
CasesatStart
CurrentCaseCount
RemainingInventory
350GuideCases
339,850 971 156 54,600guides
100GuideCases
6,600 66 12 1,200
100RackCards
150,000 1500 735 73,400
• 2017WineryGuideoutreachiscompleted• 2017WineryGuidegoestoprintsoon
2016VirginiaCommercialGrapeReport
TransferofProject:VCUhastakenthisprojectoverforWineBoard.Lookoutfortheirmailingsandpleaserespond.
Governor’sCupCase®• Top12rankedwineswereincludedinthe2016Governor’sCupCase®.
• $30,000wenttowardpromotingthe2016VirginiaGovernor’sCupwinesthroughpublicrelations.
• Atleast8nationalandregionalarticleshavebeenwrittentodate.
• For2017,theVAWineBoardwillcontinuetoshipVirginiaGovernor’sCupcasestotopnationalmedia.
• Also,weusethemedallisttoidentifywineriesandwinesforvariouspromotionalopportunities.
2017Governor’sCupMarketing
• Planningisunderwayfor2017Gov.CupGala
• Gov.CupCasemarketingisongoing
• ArticlesarestillbeingwrittenaboutwhatishappeningwithVirginiawinesbasedonthisprogram
2016BrandingEvents• Aug.21-23– BevCon,Charleston,SC• Sept.22-25– Euphoria,Greenville,SC• Oct.13– 16– SouthernFoodwaysSymposium,Oxford,MS
• Oct.15– Epicurience,Loudoun,VA• Nov.17-20– Fire,Flour&Fork,Richmond,VA
Recent ArticlesØ Wine Spectator, A Snapshot of VA Wines, Jan. 2016
Ø Food & Wine, Virginia Wines and their Classic Region
Counterparts, May. 2016,
Ø Wine Enthusiast, VA Revolutionaries, June, 2016
Ø New York Magazine, Drink & Dine in VA, July, 2016
Ø USA TODAY 10Best, Vote VA Wine Summit, July. 2016
Ø BuzzFeed, Wine Lovers, We’ve Found New Paradise, Sept.
2016
Ø UPROXX, America’s Hot New Wine Region, Oct. 2016,
PublicRelationsUpdate
WineBoardMarketingOfficeNewDigs
• Movinginmid-January• NewAddress:
600EastMainStreetRichmond,VA23219
InSummary
• BrandingProjectforVAWineIndustry• EnhancetradesupportforOctoberVirginiaWineMonth
• ContinuetobuildnationalawarenessofVAwinesthroughseveralprograms(Gov.Cup,WineSummit,PRinitiatives
• ExpandVAwinessalesalongEastCoast(tradesupportprogramsinDCandSoutheast)
• Update2011EconomicDevelopmentSurveydata
StrategicFocusFor2016-2017:
Thankyou!
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