VirginiaWineBoardMarketingPresentation

OmniHotelCharlottesville,VANovember7,2016

ObjectivesFor2016– 2017(Notethesehavechanged)

1. Buildnational&regionalbrandawarenessforVirginiawines.

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!