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Tools & Strategies for Pitching Oregon Wine Month to Your Distributors

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Tools & Strategies for Pitching Oregon Wine Month to Your Distributors TOOLS & STRATEGIES FOR PITCHING OREGON WINE MONTH TO YOUR DISTRIBUTORS 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 on our website at: industry.oregonwine.org Follow-up email: survey, link to webinar and other documents AGENDA FOR TODAY Case Study from May 2017 of a group of Oregon wineries within one distributor portfolio who collaborated to take Oregon Wine Month to Boston Alison Sokol Blosser Co-president, CEO Sokol Blosser Winery Overview of the resources available in the Oregon Wine Month distributor package Christina DeArment trade marketing, OWB Q & A session about how to best engage distributors Bree Boskov MW education manager, OWB 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 BOSTON: A CASE STUDY OREGON WINE MONTH CASE STUDY In spring 2017, a group of Oregon wineries collaborated to work with their distributor in Boston. The campaign resulted in significant sales growth before, during and after the promotion period across all channels. +192% Sales from accounts that attended the seminar OREGON WINE MONTH CASE STUDY: PROCESS 1. Shared the Oregon Wine Month idea with other wineries in the distributor’s portfolio 2. Got winery buy-in around general concept and dates 3. Pitched the campaign idea to distributor executives 4. Followed-up, followed-up, followed-up! Persistent communication was key. OREGON WINE MONTH CASE STUDY: WINERY / DISTRIBUTOR PARTNERSHIP Oregon Wine Month Boston was a success due to the collaboration of Oregon wineries with their distributor. Distributor 30+ OR WINERIES IN PORTFOLIO Organized trade seminar & managed Sat on trade seminar panel (only 6 invitations winemakers/principals) Organized trade tasting & managed Poured at trade tasting & provided the invitations samples Offered special pricing on all Oregon Individual brands offered price wines in portfolio promotions and incentives Pitched campaign to chain retailers and POS shipped to distributor by Oregon independent shops Wine Board Increased attention to Oregon wine Market work: account visits, wine from April through June dinners, in-store tastings All chipped in on an IPNC trip as a buyer raffle prize OREGON WINE MONTH CASE STUDY: PICKING MARKETS Where are you doing good business already? Consider your brand growth, DTC database, Nielsen data provided by OWB. Where do you have the strongest relationships? Is there a critical mass of Oregon brands? In which markets is May a good time to run a campaign? OREGON WINE MONTH CASE STUDY: LESSONS LEARNED Get in front of the right person Reach out to decision makers such as the President or GM. Communication is key It’s important to have continuous follow-up. Send meeting recaps and proactively schedule follow-up meetings. The time is now Reach out to your distributor soon to get the ball in motion. Chain retailers especially need a lot of lead time to engage in campaigns such as these. Remember you’re adding value You’re bringing to the table a robust, collaborative and innovative program that will make your distributor and their accounts good money ADVICE FROM OREGON WINE MONTH DISTRIBUTOR VETERANS The smaller volume wineries seem to have trouble providing POS, coupons, incentives, and consumer programs. They could work together on a program allowing them to compete by sharing their cost. - VP Chain Sales, Washington One seminar that was very well received was a 90 minute trade education seminar and tasting spotlighting Freedom Hill Vineyard. One to two Freedom Hill Vineyard wines were poured from each producer allowing those in attendance to taste various expressions and vintages. I really think the education and awareness of what makes Oregon special would improve and reach beyond buyers to consumers due to buyer excitement. - Distributor Sales Manager, Oregon The most successful brand incentives during Oregon Wine Month are those that are planned well in advance and can be communicated with plenty of lead time to retailers. What works best are incentives created by the brand for the buyer, with clear communication to the distributor, and useable across the entire market. - Distributor President, Oregon RESOURCES AVAILABLE FOR DISTRIBUTORS DISTRIBUTOR PITCH DECK: WHAT’S IN IT? Oregon wine market place trends citing Nielsen numbers, scores from top wine publications and market research conducted by the Oregon Wine Board Summary of the Oregon Wine Month Boston case study Overview of the Oregon Wine Board resources available Templates for customizing the presentation OREGON WINE MONTH: WHAT’S ON OFFER? In collaboration with the Oregon Wine Board, Oregon brands are able to provide: OWM printed POS shipped to distributor warehouse by April 1 Digital graphics for customization available late winter An Oregon Wine Masterclass webinar with a Master of Wine for sales reps and trade leading up to May An Oregon wine getaway sweepstakes program for consumers POS MATERIALS: ON-PREMISE OREGON BY THE GLASS SPECIALS Argyle 2011 Vintage Brut $7/gl Phelps Creek 2013 Estate Pinot Gris $7/gl Stoller 2012 Reserve Chardonnay $8/gl Brandborg 2011 Benchlands Pinot Noir $8/gl Winderlea 2012 Dundee Hills Pinot Noir $9/gl TABLE TENTS CHECK PRESENTER Seven Hills INSERTS 2012 Cabernet Sauvignon $9/gl MENU TEMPLATES POS MATERIALS: OFF-PREMISE BOTTLE NECKERS CASE CARDS & POSTERS SKEWER CARDS Note: 2017 POS shown, 2018 POS will be designed by late winter 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 OREGON WINE MASTERCLASS WEBINAR In the spring, 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 participating distributor reps and buyers participating in Oregon Wine Month Topics will span the climate, soils and AVAs of Oregon as well as key selling points MAKE OREGON WINE MONTH WORK HARD FOR YOU AND YOUR DISTRIBUTOR LEAD THE WAY IN THE MARKET You are the brand builder, not the distributor. Take ownership of your brand in the market and work the markets where your brand has a following or in trade support. Show your distributor there is consumer interest in showcasing your brand and wines. Create in-market events where your wine club is robust. Pass orders through your distributor. Use your relationships in the market to secure winery of the month for Oregon Wine Month. Rally somms, OPC alums and other buyers to embrace the program. Work with your distributors in major markets to cater to these people. MAKE IT BIGGER Make the month special. Offer special pricing, rare wines or back vintage packages that distributors sales people can place in top accounts for BTG flights or special retail offerings. Line up wine dinners around Oregon Wine Month. Include your distributor every step of the way so that they can have ownership and maximize the potential sales. For restaurant accounts that don’t have a dual license, team up with their local retailer (distributor can help find/qualify the retailer) to generate sales from the dinner. Offer masterclasses when you work the market. Create an experience and a learning opportunity. Join with other national sales managers to work the market and make an impact. STAY CLOSE TO YOUR DISTRIBUTOR Plan ahead: Every year Oregon Wine Month is in May. Get this front of mind with your distributor and sales reps early and prepare to work the market heavily in April and May. Work with your distributors to pull together other Oregon wineries in their portfolio to create consumer programs, POS and incentives. Make the Oregon Wine Month activation a priority. Communicate with decision makers, communicate often and follow-up regularly. Make promotions simple and easy for distributors to activate and work with. Work the market, secure promotions and then include your distributor. WHAT’S NEXT? NEXT STEPS 1. Analyze market options and make your selections 2. Connect with other Oregon wineries in your distributor’s portfolio 3. Develop a marketing plan taking into consideration the brands you’ll be working with, the distributor and the market conditions 4. Customize the Oregon Wine Month Pitch Deck developed by the Oregon Wine Board to pitch the campaign to your distributor 5. Follow-up, Follow-up, Follow-up 6. Have your distributor sign on the dotted line of the Oregon Wine Month Commitment Form by Feb. 1 DISTRIBUTOR COMMITMENT FORM 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. QUESTIONS? LET’S SELL MORE OREGON WINE TOGETHER .
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