2013 LEVY BENEFITS & MARKETING PROGRAMS

NOVEMBER 13, 2012

OVERVIEW & INTRODUCTION

• Welcome

• Mission

• 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.

BOARD OF DIRECTORS

Bob Madill, Chair | Sheldrake Point WineryTerm Ends: December 31, 2013

Amy Hoffman, Vice Chair | Rooster Hill VineyardsTerm Ends: December 31, 2013

Gene Pierce, Treasurer | Glenora Wine CellarsTerm Ends: December 31, 2013

David DeMarco, Secretary | Seneca Shore Wine Cellars Term Ends: December 31, 2012

Lisa Hallgren | Ravines Wine CellarsTerm Ends: December 31, 2012

Tom Higgins | Heart & HandsTerm Ends: December 31, 2014

Jeff Houck | Lucas VineyardsTerm Ends: December 31, 2014

Nancy Irelan | Red Tail Ridge Winery Term Ends: December 31, 2014

Tom Macinski | Standing Stone VineyardsTerm Ends: December 31, 2014

Tim Moore | Inspire Moore VineyardsTerm Ends: December 31, 2014

Scott Osborn | Fox Run VineyardsTerm Ends: December 31, 2012

David Peterson | Swedish Hill WineryTerm Ends: December 31, 2013

John Wagner | Wagner VineyardsTerm Ends: December 31, 2014

Ex Officio (non-voting):

Morgen McLaughlin | President Finger Lakes Wine Country

Stephanie Jarvis | Program Manager

NEW 2013 Board of Directors Members

John McGregor | McGregor VineyardTerm Ends: December 31, 2015

Erica Paolicelli | Three Brothers Wineries & EstatesTerm Ends: December 31, 2015

Mark Wagner | Lamoreaux Landing Wine CellarsTerm Ends: December 31, 2015

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

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

• 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 (10 wineries needed) $350.00/wine

• June 2013*

– NYC Fall Tasting (10 wineries needed) $350.00/wine

• October/November 2013 *

– Bud break Video (7 wineries needed)$500.00

• May 2013*

– Harvest Video (7 wineries needed)$500.00

• September 2013*

MARKETING PROGRAMS

* Tentative date

• Finger Lakes Wine Month– Partner program with Finger Lakes Wine Country

– Promotion of Finger Lakes wines to trade, media, and consumers for the month of May

Basic Package $700.00– 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 $500.00 • Tentative Dates: May 18-20 or May 19-21

– Large Consumer Tasting Event$350.00

– Virtual Tasting Event $250.00

Total A La Carte$1,450.00

Basic Package $700.00

Finger Lakes Wine Month$1,250.00

(Includes Basic package + all a la carte options)

SAVINGS: $900.00

MARKETING PROGRAMS

• 2012 Vintage Riesling Launch– Promotion of Finger Lakes 2012 Vintage Rieslings to trade,

media, and consumers for the month of September

Basic Package $700.00– 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

Total A La Carte $1,200.00

Basic Package $700.00

2012 Vintage Riesling Launch$1,250.00

(Includes basic package + all a la carte options)

SAVINGS: $650.00

MARKETING PROGRAMS

2012 Budget

• 2013 Budget in review

BUDGET

Revenue $ 167,500.00

Expenses $ 163,360.00

Total Profit $ 4,140.00

Mail Levy Contributor Worksheet & Check (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: January 15, 2013 100% due

Option 2: January 15, 2013 50% due

July 1, 2013 50% due

DUE DATES

DUE JANUARY 15, 2013

• Levy Contributor Worksheet

• Levy check in full or 50% if paying option 2

• Marketing Program Sign Up