DEBORAH PARKER WONG, DWSET Educator, Wine & Spirit Education - PowerPoint PPT Presentation

DEBORAH PARKER WONG, DWSET Educator, Wine & Spirit Education Trust Adjunct Professor, Cabrillo College Wine Industry Journalist Professional Wine Judge Sensory Consultant

Rebranding ROI Cecchetti Wine Company • Lake County appellated Fruit sourced in Lake County and Clarksburg • 11,000 cases • Style: Opens with vibrant aromas of grapefruit and lemon with subtle grassy characters and a crisp clean finish. • SRP: $10.99 Before After

250000 Line 39 Results 200000 150000 USD 100000 50000 0 2009 2010 2011 2013 2015 Line 39 Rebranding ROI * Sourced from Beverage Dynamics, Impact & Market Watch

Portfolio extension through the addition of second wine style Traditional cork-finished Kiwi-style, screw cap Sauvignon-Semillon Blend Sauvignon Blanc launched SRP for both wines $10 - $11 March 2013

• Savvy Negociants: Andrea and Robin McBride New Zealand Sauvignon Blanc producers/importers pitched a domestic brand • concept to Alain Barbet, then CEO/president of Pernod Ricard USA. Collaborated with Diageo Ch & Estates winemaker Monica Belavic. • Fruit sourced from Chalone and San Benito AVAs. • Launched Spring 2015 • SRP: $15.99 •

Using star power to establish and elevate brand awareness Dave Matthew’s fan base proved bankable and Dreaming Tree has exceeded Constellation’s wildest expectations

Portfolio extension and/or brand creation that appeals to a specific demographic Brand targeted at male Millennials…

Sancerre $10 - $132 $3 - $2,500 France California $7 - $40 $3 - $101 $9 - $71 South Africa Chile New Zealand Global Sauvignon Blanc Retail Price Source: Wine-searcher.com Ranges USD

Philadelphia, PA Sacramento, CA Milwaukee, WI Line 39, Lake County $9/36 Six Sigma $10/38 Rock Wall 'Lake County‘ $54 Other examples of Lake County Sauvignon Blanc on premise?