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