OREGON WINE MONTH MAY 2018 PROGRAM OVERVIEW & OPPORTUNITIES

HOUSEKEEPING All attendees are on mute To ask a question use your question tool in the task bar We will answer questions as they come up but there will also be time at the end for Q&A The webinar slide show and a recording of the presentation will be available to view or share at: industry.oregonwine.org Follow-up email: link to webinar recording, presentation and more

AGENDA FOR TODAY Christina DeArment Trade Marketing Chain Retail Programming On-Premise Program Distributor Sales Rep of the Year Competition Kai McMurtry Consumer Marketing Media Plan Consumer Promotions Point of Sale Materials Q & A session about program elements

WEBINAR AGENDA Oregon Wine Month Campaign Overview 2018 Point of Sale Consumer/DTC Programming Trade Programming Toolkit Review Q&A

OREGON WINE MONTH TOOLKIT Visit industry.oregonwine.org to access the Oregon Wine Month toolkit where you can find all the resources available to help you have a successful Oregon Wine Month. Check back regularly because new assets will be added from now until April.

WHAT S OREGON WINE MONTH? Since 2012, the Oregon wine industry has celebrated Oregon Wine Month annually in May. The objectives of the Oregon Wine Month program are: 1. To encourage a period of increased support from distributors, restaurants and retailers across the country 2. To create a platform for tactical winery promotions that stimulate sales in all channels 3. To develop deeper affinity for Oregon wine by forging an emotional connection with consumers

OREGON WINE MONTH 2018 POINT-OF-SALE MATERIALS

POINT OF SALE MATERIALS The Oregon Wine Board has developed point of sale materials for tasting rooms, retailers and restaurants. Distributor POS OWB will print and ship POS materials to any distributor that places an order by filling out the form on the toolkit. Tasting Room POS Tasting rooms can also order POS kits through the toolkit. These kits will include: 4 posters (two red bottle graphic and two photo-based) 10 bottle neckers 5 table tents Place POS orders by March 1. POS will be delivered by April 1. The materials are also available in the toolkit to download for printing on regular office printers, as are a variety of templates that can be used for custom signage.

GRAPHIC POSTERS & CASE CARDS 11 x17 posters and 8.5 x11 case cards available in graphic styles.

PHOTOGRAPHIC POSTERS & CASE CARDS 11 x17 posters and 8.5 x11 case cards available in photographic styles.

NECK HANGERS Neck hangers make for an engaging way to call attention to Oregon wine on the shelf. FRONT BACK Two versions will be available: 1. No mention of May for distributor flexibility outside of Oregon. 2. New this year, promotion of the Oregon Wine Month consumer sweepstakes.

SKEWCARDS 4.25 x5 cards provide education on Oregon and quotes from wine writers extolling the virtues of Oregon wine.

SHELF TALKERS Shelf talkers with self-stick adhesive help draw attention to the Oregon section of the shelf.

TABLE TENTS Table tents are great for tasting rooms and upscale casual restaurants. At 6 high x 4 wide they can also be presented in standard picture frames.

DOWNLOADS: CHECK PRESENTER INSERTS Downloadable check presenters can be used by restaurants to promote their participation in Oregon Wine Month.

DOWNLOADS: MENU AND SIGNAGE TEMPLATES Bar-top signage and customizable menu inserts are available for download in a variety of sizes. Perfect for restaurants and tasting rooms.

TASTING ROOM KIT OVERVIEW Tasting rooms will receive 4 posters, 10 bottle neckers and 5 table tents. FRONT BACK

ORDER POS BY MARCH 1: OREGON WINE MONTH TOOLKIT

OREGON WINE MONTH 2018 CONSUMER ELEMENTS

CONSUMER SWEEPSTAKES One grand prize winner and guest will spend several days and nights in the Willamette Valley exploring Oregon s bounty from the sky, the glass and the plate in the company of some of Oregon s most acclaimed winemakers, chefs and craftspeople.

CONSUMER SWEEPSTAKES The sweepstakes runs from Mar. 15 to May 31. Help spread the word Share with your audiences via social and newsletter Help bring people to the OWB website to see all OWM activations around the state Grow the OWB s consumer database for future outreach industry.oregonwine.org Toolkit has the sweeps link and will have images for sharing by Mar. 15

OREGON WINE MONTH EVENTS May is the perfect time to host a special promotion or offer a unique event at tasting rooms, restaurants and retailers. Events will be promoted on the Oregon Wine Board s consumer events calendar, the most visited page of the Oregon Wine Month website. It s FREE for anyone to post an event visit the toolkit for the submission link.

REGIONAL ASSOCIATION EVENTS Regional associations hosting an Oregon Wine Month event or promotion will be featured on the Oregon Wine Month website, social channels and highlighted in pitches to media. The associations listed here are a sample of who participated last year. Promotion and event details are due March 16. Contact Kai McMurtry for details (kai@oregonwine.org).

AVA/REGIONAL EVENT IDEAS Activation examples: Single-day tasting event (e.g. Dundee Block Party, PDX Urban Wine Experience) Passport program (e.g. Heart of Willamette Wineries) Regional self-tour event with winery specials (e.g. Roam the Rogue) Tasting room promotion featuring all wineries in your association (e.g. each has a feature wine at special price; charitable donation for every purchase; two-for-one tastings; etc.)

EXAMPLE AVA/COMMUNITY EVENT Kick off Oregon Wine Month with some Urban Wine! Join our twelve winery members of the PDX Urban Winery Association for an afternoon of wine, food and fun. Each winery will be pouring 2-3 wines and you will have the chance to hear about the wines from the owners and winemakers. Bottles will be available for sale and we will offer discounts on 6 and 12 bottle purchases. Mix and match wines from your favorite wineries for the discounts. Small plates provided.

EXAMPLE AVA/COMMUNITY EVENT Offer a special self guided tour through your AVA in May Roam the Rogue Spring Wine Tour Wind your way through the gorgeous Upper Rogue Wine Trail tasting award winning wines while enjoy nibbles at each winery. This self guided one day tour gives you access to all seven of the participating wineries and includes a commemorative wine glass, two wine tastes at each location, as well as food pairings.

AVA/REGIONAL EVENT PROMOTION If you choose to participate by creating a joint promotion or event for your region, OWB will help promote it through: Placement on Oregon Wine Month Featured Events page on www.oregonwine.org Promotion to OWB s consumer audience via social media and consumer newsletter leading up to and during May Inclusion in pitches to media as highlights of Oregon Wine Month activity around the state

MESSAGING STRATEGY 1. Build brand awareness for Oregon and Wine Month Enter the sweeps 2. Start thinking about a trip to Oregon wine country Order/view Touring Guide Drive traffic to oregonwine.org Capture contact information Create shareable content to extend impact 3. Drive engagement with OWM activities Make a reservation, attend events 4. Invite Oregon engagement beyond May Medium/long form newsletter content

MEDIA PLAN MULTI-CHANNEL Digital, radio, social MULTI-MARKET Oregon, Seattle TARGETED OUTREACH High end wine consumers BROAD EXPOSURE Early March to end May

OTHER OUTREACH CHANNELS TOURING GUIDE 700 business rack locations in OR & WA 10,000 copies polybagged with the May issue of Seattle Met WINE SPECTATOR Co-op advertising promotion in the May issue PUBLIC RELATIONS PARTNER OWM project based PR firm working March - May

OREGON WINE MONTH CAMPAIGN HUB www.oregonwinemonth.org

TASTING ROOM MATERIAL CUSTOMIZATION Use OWM materials to communicate unique ideas that promote wine purchase. This template is available on the Toolkit SUGGESTED PAIRING 2012 Bolton Vineyard Pinot Noir Reserve pairs beautifully with this rich and earthy recipe

TASTING ROOM SPECIALS Use OWM materials to sell something different while offering something exclusive Celebrate Oregon Wine Month with a Family Affair 5/1 5/31 Family Cards are just $10 Good for 2 for 1 tastings at three wineries.

SOCIAL MEDIA MULTIPLE PLATFORMS #oregonwinemonth

CREATE YOUR OWN MATERIALS Customize your own Oregon Wine Month materials with your logo and branding

MAILING LIST PROMOTION

DTC: WHAT YOU CAN DO With your AVA / Association, plan an Oregon Wine Month kickoff event, month-long passport or other special activity to bring tourists to your area Tell your mailing list that Oregon Wine Month is coming in May and that all month long it s a great time to visit Oregon wine country Start planning a special event for your wine club members, a promotion for your mailing list and a special for your tasting room Submit planned events to the consumer calendar (find the link on the Toolkit) Order POS material for your tasting room by Mar. 1 (find the link on the Toolkit) Share your efforts on social media and hashtag #oregonwinemonth

OREGON WINE MONTH 2018 TRADE PROGRAMMING

OREGON WINE MONTH: WHAT S ON OFFER? OWM printed POS shipped to distributor warehouse Digital graphics for customization Oregon Wine Masterclass webinar with a Master of Wine Oregon wine getaway sweepstakes program for consumers OpenTable partnership and local media pitching (Oregon only) Oregon Wine Month Rep of the Year Competition (Oregon & Washington only) and more!

OREGON WINE MASTERCLASS WEBINAR On April 10 at 10am, Bree Boskov MW of the Oregon Wine Board will host a live and recorded Oregon Wine Masterclass webinar Webinar will be complimentary and open to all trade participating in Oregon Wine Month Topics will span the climate, soils and AVAs of Oregon as well as key selling points

OREGON WINE MONTH 2018 ON-PREMISE PROGRAMMING

POS MATERIALS: ON-PREMISE TABLE TENTS CHECK PRESENTER INSERTS MENU TEMPLATES

RESTAURANT PROGRAM OVERVIEW Download the Restaurant Program One-Sheet to easily communicate to restaurants how they can get involved in Oregon Wine Month

OREGON WINE MONTH FLIGHT PROMOTION (OREGON ONLY) The Oregon Wine Board and OpenTable are partnering up to promote restaurants featuring a flight of three Oregon wines throughout May. Participating restaurants will be promoted through OpenTable and the Oregon Wine Board s consumer advertising channels. Off the beaten path varieties, vintage verticals, single vineyard comparisons... now is the chance to feature what you love most about Oregon wine in a flight!

BONUS INCENTIVE FOR PARTICIPATING OREGON WINE A-LIST RESTAURANTS 2018 Oregon Wine A-List restaurants featuring a flight of three Oregon wines throughout May will receive a $50 Visa gift card to be used as a server incentive. For a full list of eligible restaurants visit www.oregonwinealist.com

OREGON WINE MONTH EVENTS May is the perfect time to host a winemaker dinner or offer a unique Oregon wine event. Events will be promoted on the Oregon Wine Board s consumer events calendar, the most visited page of the Oregon Wine Month website.

ON-PREMISE: WHAT YOU CAN DO Download the 5 Ways to Get Involved in Oregon Wine Month and share with your top restaurant accounts Pitch a flight of your wine to a restaurant on OpenTable for the Oregon Wine Month flight promotion. Sign the restaurant up on the Oregon Wine Month Toolkit. Develop your own server incentive Set up winemaker dinners and submit information to be included on the Oregon Wine Month event calendar Share the program materials with your distributor to use in selling your wine to on-premise accounts Invite buyers and staff to attend the Oregon Wine Master Class webinar on April 10

OREGON WINE MONTH 2018 OFF-PREMISE PROGRAMMING

POS MATERIALS: OFF-PREMISE CASE CARDS & POSTERS BOTTLE NECKERS SKEWER CARDS

CONSUMER SWEEPSTAKES PROMOTION One grand prize winner and guest will spend several days and nights in the vineyards, the kitchens and the company of some of Oregon s most acclaimed winemakers, chefs and craftspeople for an immersive celebration of Oregon s wine and food bounty. Sponsored by Oregon Wine Board Incorporated onto POS Supported by digital campaign in participating markets

WINE STEWARD DISPLAY COMPETITION (WASHINGTON & OREGON ONLY) Wine stewards can earn a ticket to the world-renowned International Pinot Noir Celebration July 29-31, 2016 1 IPNC ticket available per chain 2 ND and 3 rd place for Safeway and FredMeyer: 2 nd and 3 rd place winners will win a Zalto Denk'Art Axium Decanter (valued at $119)

WINE STEWARD DISPLAY COMPETITION (WASHINGTON & OREGON ONLY) Top two wine stewards at any retailer in Washington and/or Oregon will win a Zalto Denk'Art Axium Decanter (valued at $119) From the first touch, each Zalto glass distinguishes itself from all other glasses. From the perfectly executed balance to the extraordinary design, the achievement of the Denk`Art line are glasses that seem nearly too delicate to hold, and yet they are made for just that. This is glassware that stands at the rarefied point where form meets function. This is art. Designed for medium bodied red wines and full bodied whites, Zalto Denk'Art Axium Decanter gives the wine an ideal ventilation to develop aroma and taste.

OFF-PREMISE: WHAT YOU CAN DO Activate at independent retail accounts: Schedule tastings Submit planned events to the consumer calendar (link on the Toolkit) Share POS materials Invite buyers and staff to attend the Oregon Wine Master Class webinar on April 10

OREGON WINE MONTH 2018 DISTRBUTOR PROGRAMMING

THANK YOU FOR YOUR HARD WORK Over 40 distributors in 14 states have signed up to participate in Oregon Wine Month! View the full list on the Oregon Wine Month Toolkit

WHOLESALER POS ORDER FORMS: DUE MARCH 1 OWB will ship printed Oregon Wine Month POS to any distributor in the United States at the beginning of April. If your distributor was not on the previous list, you can provide them with a POS order form found on the Oregon Wine Month Toolkit.

GRAND PRIZE: OWM REP OF THE YEAR (Washington & Oregon Only) Two VIP International Pinot Noir Celebration packages will be awarded. Each package includes: 3 nights of accommodations 2 tickets to Counter Culture, an IPNC kick-off event at Anne Amie on Thursday, July 26 2 tickets to IPNC - July 27-29, 2018

2017 OWM REPS OF THE YEAR These wine reps crushed it in 2017 with their efforts in sales strategy, education and pounding the pavement. Who will win this year? On-Premise: Brad Hammond, Young s Market Co. Off-Premise: Margo Durdel, Oregon Brand Management Read more about Brad and Margo s Oregon Wine Month efforts here.

DISTRIBUTORS: WHAT YOU CAN DO Tell your distributor about the Rep of the Year contest and nominate them if they deserve it! Download OWM trade materials from the OWM Toolkit and share with your distributor Invite managers and reps attend the Oregon Wine Master Class webinar on April 10 Ask about opportunities to present to their team Plan a sales goal for your distributor for the month of May or the second quarter (April June)

DON T FORGET THE RESOURCE STUDIO! Visit trade.oregonwine.org for stats, maps, facts and more, including customizable presentations for your sales calls.

QUESTIONS?

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