russian river valley winegrowers · 2018-03-07 · welcome rrvw members! • we are a community...

RussianRiverValleyWinegrowers

2016Marke+ngReviewandPlan

WelcomeRRVWMembers!

•  Weareacommunitydedicatedtopromo+ngtheRussianRiverValleyasthepremierregionforgrowingcoolclimategrapeswhileproducingwinesthatshowcasethediversityofourmanyneighborhoods

•  Morethan7.5millionvisitorscometoSonomaCountyannually–visi+ngourwineries,vineyards,restaurantsandhotels

2015YearinReview

Neighborhoods

MissionStatement

•  ToexplorethevariousterroirsthatencompassthediversityoftheRussianRiverValleyAVA.

•  Tosystema+callydeterminewhetherspecificwinesensorycharacteris+cscanbeconsistentlyiden+fiedasorigina+ngfromapar+cularRussianRiverValleyneighborhood.

Objec0ve

•  TocreaterenewedinterestintheRRVasapremiereregionforcoolclimategrapesandworldclasswines.

•  Tofurthereducateourselves,thetradeandpressaboutthediverseterroirsoftheRussianRiverValleyregion.

Neighborhoods•  6-pagear+clewaswriNeninWineEnthusiast(July2015)

“UnderstandingTheRussianRiverValley”

Neighborhoods

•  Toleveragethear+cle,weconductedaNeighborhoodtas+ngforsommelier&press.

•  Quotesfrompar+cipants:

•  “LearninghowthewineswereseparatedbyneighborhoodhelpedmetogainabeNerunderstandingoftheRussianRiverAVA.”

•  “WhenIwriteawinelistnow,IwillbethinkingaboutwhetherornotalltheneighborhoodsarebeingrepresentedsoIhaveabroadpalateofstylestopair.”

•  “Idon’tcareifyouevershowthistothepublic,it’sanincrediblystrongtoolformetouseinunderstandingtheRRV.”

• TradeonlyeventheldinRussianRiverValley• Broughtin168tradeguests-75retail,54restaurantsand39distributors

• 29membersofthepress,70na+onalstories

• RRVbarrelauc+onlotsraisedover$182,700• ToptwolotswereRRV

SoCoBarrelAuction–Success!

50%ofnetprofitfromRRVbarrellotstoRRVW!

RussianRiverValleyPaulée

•  HeldKosta-BrowneWinery•  100aNendees•  15keytrade&mediaaNended• WineSpectrum,Food&WineTrails,KimMolina,HaechiCellars,SimpsonWinePartners,Ziggy/KRSH,TimFish,PegMelnik,JolenePaNerson,NorCalWine/SFGate,PalateXposure

RussianRiverValleyPassport

•  500visitorsto38wineriesduringtwodayevent•  HostedVIPDinnerandRRVfiresidechat•  Thankyoutoourdonors:•  DuNonRanch,KozlowskiFarms,TheRestaurant@RussianRiverVineyards

•  Thankyoutoourguestspeakers•  Chris+neDeLoach,HelenBacigalupi,MelSanchiem,GailAnnDuNon

andBoSimons

SingleVineyardNight•  6thyeareventwith300

consumerstas+ngRRVwines

•  GoldenGateClub,Presidio,inSanFrancisco

•  40par+cipa+ngwineries•  NeighborhoodsSeminar

•  RRVWreceivedagranttoinstallthreemoreentrysigns.ProjectwillbecompletedJanuary2016.

•  Loca+ons:Hwy116nearCota+,Hwy116nearKorbel,andBodegaHwynearFreestone

RRVEntrySigns

2016TheYearAhead

•  NeighborhoodsIni+a+ve–Tas+ngs/TradeSeminars/VineTalk

•  VineTalk

•  MillennialCouncilBloggerprogram

•  SingleVineyardNightSacramento–April7

•  SoCoBarrelAuc+onPreviewevent–April28

•  SoCoBarrelAuc+on–April29

•  PauléeDinner–April30

•  RussianRiverValleyExperience&SommChallengeDinner–June24-26•  SingleVineyardNight–SanFrancisco,November•  SonomaintheCityw/SonomaCountyVintners•  MemberMixers/MemberSeminar/VineyardWalks

2016Programs&Opportunities

NeighborhoodsTastings

•  Tas+ngpaneltocon+nueblindtas+ngof2015pinotnoir

•  Nextsampletas+ngs-January21&February4•  Visitwebsiteforlinktosamplesubmissionform•  SubmitsamplestoRussianRiverVineyards,AristaorC.Dona+ello•  Jan11or12•  Jan25or26

NeighborhoodsSeminars

•  Hold2-3TradeNeighborhoodSeminarsinkeyci+es•  50–60tradeaNendees•  RRVWmemberscansubmitwinesforpanel•  RRVWmemberscansubmitforaseatonpanel•  Ci+esbeingdiscussed:•  NewYork,LosAngeles,Dallas,Aus+n,NewOrleans,Chicago,Denver,Charlestown,SC

VineTalk

•  VINETALK,SeasonII,PBS•  RayIsle,Execu+veWineEditorofFOOD&WINE,isHost

andPrimaryWineExpert•  Celebritytas+ngpanelandaudiencetas+ng•  Expectedreachofover95%ofpoten+alviewers=

1.50-1.75millionviewersperepisode•  AllmajorPBSsta+onsintheU.S.broadcastSeason#1

andhavecommiNedforSeason#2.•  VINETALKreached>94%ofTVhouseholds•  Vinetalk.com

VineTalkMemberOpportunities

•  RRVWmemberswillhavetheopportunitytosubmitwineforconsidera+on

•  WineswillbetastedbyblindbyVineTalkpanel•  5-6wineswillbeselectedfortheepisode•  Selectedwinerycaserequirementis18boNles•  RRVWworkingtohaveatelegenicRRVWrepresenta+ve

appear•  Feetopar+cipateifselectedforshow-$625•  Moredetailstobesharedinnextcoupleofweeks

Blogger&SocialMediaProgram

BloggerProgramming

•  Engageandinvitetopwine,travelandculinarybloggersforstorydevelopmentfeaturingtheuniqueaNributesoftheRRV,winemakers,RRVNeighborhoods,events,andstorypitches.

•  Invitekeywinecri+candwineeduca+onalbloggerstoevents

•  Inviteandhost10lifestylebloggerstoRussianRiverValleyExperience.

•  Hostaneduca+onalseminarandwinemakerdinnerforbloggers

Blogger&SocialMediaProgram

SocialMediaProgramming•  Createopportuni+estoco-marketwithotherstoleverageregional

storytellingTopics:•  RRVNeighborhoodsSeries•  RRVWWinerySpotlightSeries•  RRVLifestyle•  ConsumerEngagement:

•  “Whenisthelast+meyouopenedaboNleofRRVwineandwherewereyou?”

•  RRVWBehindtheScenes•  Winemakerstories,winerydogs,bestkepttas+ngplaces,backroadstrails,

tas+ngonabudget

RussianRiverValleyPaulée

•  AristaWinery–April30•  150aNendees•  TargetaNendees:•  RRVbarrelauc+onwinners•  Othertrade/media•  VIPaNendeesfrompreviousyears

•  Tickets-$250

RussianRiverValleyExperience

ExploreOurNeighborhoods&SommChallenge

•  APassportstyleevent&sommelierchallengedinner•  Pastyearshaveproventhatoneloca+onwithmul+plewinerieshasbeenverywellreceivedbyvisitors

•  AllowsvisitorstoseemoreoftheAVAandvisitwithmoreofourmembers

•  RRVExperience-FiveNeighborhoodHubs–10wineriesateachhub

•  VIPSommChallengeWelcomeDinner–Friday,June24-150+ckets@$150/$175

•  RRVExperience-June24-26–500+ckets@$65

SingleVineyardNight

•  SingleVineyardNightSacramento-April7th2016

•  250aNendees•  Tradetas+ngcomponent

•  SingleVineyardNightSF–November2016

•  500aNendees•  Neighborhoodsseminar

Interna0onalStructures/MaunyKaseburg•  Shortterm,revenuegenera+ngtac+calmediaoutreach•  Marke+ngsupport•  Crea+veinputoneventcomponents•  Integra+onofNeighborhoodsra+onaleintoeventmarke+ng

materials•  Deploymentofmarke+ngmaterialsindigitalpathways•  Eventsupport

•  Promo+on•  Socialmedia•  Pressreleases

2016Event/MarketingSupport

ThankYou!

•  We’dliketotakethisopportunitytothankallourwonderfulvolunteersof2015.TheysteppedupandhelpedatoureventsandinourRRVWoffice–sothankyou!

•  GioBalistreri•  PaulineBlock•  KarenBoquist•  ChrisCrispo&AudreyBush•  RyanDecker•  LaurieFerguson•  TomFredericks•  Nick&AngieFrey•  Clay&CelesteGantz

•  EleanorGorman•  LeeHodo•  KathyKlopp•  MarieMalt•  CindyMoore•  JohnPrince•  JanWilson•  Bill,Margaret&MaNYarak

ThankyoutoourSponsors

Here’stoagreat2016!