free the grapes! official tasting room toolkit
DESCRIPTION
Free the Grapes! Official Tasting Room Toolkit . Tools for Translating Consumer Frustration into Constructive Action. Updated: August 25, 2010. About Free the Grapes!. What : Grassroots Coalition of Wineries, Consumers and Retailers Founded in 1998 - PowerPoint PPT PresentationTRANSCRIPT
Free the Grapes!
Official Tasting Room Toolkit
Updated: August 25, 2010
Tools for Translating Consumer Frustration into
Constructive Action
About Free the Grapes!
• What: Grassroots Coalition of Wineries, Consumers and Retailers Founded in 1998
• Mission: Augment, Don’t Replace, 3-tier System with Legal, Regulated DTC Shipments from Wineries, Retailers
• Facebook: 10,000+ Fans• Website: 6,000 – 25,000 Sessions/mo• Board: WineAmerica, Wine Institute, Family
Winemakers of CA, Coalition for Free Trade,Napa Valley Vintners
What We Do
• Industry Strategy: Integrate PR, Lobbying, Litigation• Who Does What?
– Public Relations: Free the Grapes!– Lobby: WineAmerica, Wine Institute, Family
Winemakers of CA, State Winery Associations– Litigation: Coalition for Free Trade
• Why is Free the Grapes! Important?– Letters: Consumers Write Legislators to Legislators,
Provide Local Constituency– Media: Press Coverage Keeps Issue Alive– Letters + Media Coverage Can Allow Legislators to
Vote Against Powerful Local Wholesalers
What’s in our Toolkit?
• For Your Tasting Room Counter:– Plexiglas Holder and Rack Cards with FTG Messaging
• For Your Website:– Sample Text, Images to Push Frustrated Consumers to FTG.org
• For Your Consumer Email Campaigns:– Sample Text, Images to Encourage Signups to FTG Email List
• For Your Wine Club Shipments– Rack Card Doubles as Club Shipment Stuffer
• For Your Facebook Page– Winery Instructions to “tag” FTG Facebook Page
• All Above in Digital Format on FTG Website• Cost: Zero. (But Package Includes Voluntary Donation Form!)
Best Practices
• Tasting Room: Facing a Frustrated Consumer?– “I’m sorry that your state’s laws prohibit direct
shipments. Here’s an organization you can join to improve your state’s laws.” {Hand Card to Consumer}
• Winery Website Text on Shipping State Page– “If you live in one of the remaining states that
continues to prohibit direct to consumer wine shipping, sign-up visit Free the Grapes! at www.freethegrapes.org and sign-up to their email list and Facebook page.
• Facebook Tags: @Freethegrapes
Contact Us
www.facebook.com/FreetheGrapes
www.freethegrapes.org
Digital toolkit: text, images, instructions.
Toni Lizotte, 707.254.1115