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Wrsintro web revised.6.25.aht

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The document introduces the Wine RockStars marketing concept, which aims to promote wines in a fun, irreverent way inspired by rock and roll culture. It discusses how wine, like rock music, has become a universal experience that unites people. The Wine RockStars program will select wines from an elite panel of experts and tell the stories behind each label to create excitement and connections between producers and consumers. It seeks winery partners to supply wines and promotional support to provide customers with a superior selection and shopping experience through an innovative online retail approach. The goal is to broaden the wine market and reintroduce wine to consumers in a fresh, exciting way like rock and roll.

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Not for Public Distribution. ©2013 Wine RockStars, LLC All Rights Reserved 1 An Invitation from Wine RockStars™™
2 "Making wine - that's the easy part.” "It's selling it that's hard." Dario Sattui Sattui Winery Napa Valley, California 2
3 WELCOME!
Our purpose today is to invest the next 20 minutes or so to introduce you to the marketing concept that we call Wine RockStars™. Not for Public Distribution. ©2013 Wine RockStars, LLC All Rights Reserved 4 “Our purpose today is to introduce you to the Wine RockStars™ concept
WINE ROCKSTARS, LLC™ Not for Public Distribution. ©2013 Wine RockStars, LLC All Rights Reserved 5 Wine, like Rock n' Roll, has become the almost universal experience. Reaching into the everyday lives of millions of people around the world every day. Crossing continents, cultures, ages, and demographics. Like wine, rock 'n' roll is a lifestyle choice and a way of thinking. It knows no boundaries. It does not discriminate. Penny Lane Stillwater Groupie
WINE ROCKSTARS, LLC™ Not for Public Distribution. ©2013 Wine RockStars, LLC All Rights Reserved 6 Like Rock n' Roll, wine has become something that unites us in a single, joyful human experience that can be shared and enjoyed by all. Like Rock 'n' roll, wine is a voice that says, Here I am! In the end, it all comes down to is that thing. That indefinable thing when people catch on to something.Russell Hammond, Stillwater
7 In the real world, the past decade or two challenged us to rip off our neckties, shed our standard-issue business suits, and, most important, to lose our Model T-type attitudes toward our business. Bono, U2 Achtung Baby! “Like wine, rock 'n' roll is a lifestyle and a way of thinking... That indefinable thing when people catch on to something.”
8 Wine RockStars™ is designed to provide customers of all types with access to wines of outstanding quality and value, selected by an elite team of wine professionals, Wine RockStars™, with decades of experience. Through Wine RockStars™, we plan to create that indefinable thing when people catch on to something Like wine, rock 'n' roll is a lifestyle and a way of thinking... That indefinable thing when people catch on to something.”
with more choices offered to the consumer, wine has increasingly has become an important part of the national lifestyle 9 More popular than ever,
 There has been a sustained shift in consumption patterns  away from bars and restaurants and, 10 Source: Beverage Information Group The fundamental consumer base has, and will continue, to change. more towards at-home consumption.
11 “Occasions” …events worth purchasing or opening a bottle of wine for …are increasing in popularity. Source: Wine Market Council Estimate Part of that growth in off-premise consumption is due to the fact that …
12 • When consumers find a toothpaste or a soda they like, they stick with it. The same is not true for wine. • With thousands of wines to choose from and with wine being more of an adventure than other products, consumers are willing to try different brands much more frequently. • In fact, with so many brands, it is often difficult for the consumer to remember the name of the brand they liked. 12 “We can learn a lot by studying other industries and other retailers”
• This is a big part of the reason why both men and women view wine as a high risk purchase. • They want to avoid being embarrassed in front of business associates or friends. • Both men and women man-age the risk by getting information at the point of purchase—which is where 70% of the purchase decisions are made. 13 Source: Emerald Group
1414 • Consumers will; however, stick with a retailer that helps them get the right wine for the occasion. • While consumers have lower loyalty to the wines them-selves, they have strong loyalty to their wine retailer.
15 That’s why we created RockStars, to broaden our market, to find a way to tell the story behind each label, and to create new and lasting connections between the producer and the consumer in a way that is fresh, fun, entertaining and easier to understand. Why? Because… “Its MORE than Rock’n’ROLL BABY!” Gene Faul, Partner THE ROCK STARS OF WINE
16 Brands that will flourish with Rock Stars are those that are honest, that communicate flexibility, vitality, relaxation and lack of pretension. Artist Proof series™
17 17 Wines that are interesting, taste good, offer variety, look fresh and that are priced properly in relation to quality are more likely to thrive - the world may not need all those $50 Cabs, unless they have a great story to tell and offer a $100 experience.
Panel of Experts - What We Need: • Help us to identify wineries • Provide educational content for the Wine RockStars web site • Make selections from “approved” wineries for inclusion in the RockStars product portfolio • Provide ratings and rankings for the wine selected via the Virtual Tasting Room. • Help us get the word out by actively promoting RockStars on your website, in newsletters, articles, etc., as agreed and as appropriate • Work with us to develop proprietary video and other marketing content • Work with us to develop a customized marketing plan to promote your section of the Rock Stars web site • Agree to establish a link between your own web site and the web site • Work with us to develop appropriate point of sale support materials as we develop a retail distribution system for the Wine RockStars™ program 18
19 Winery Partners - What we need • Agree to better rationalize the supply chain by cutting out the middleman; shipping direct - winery to customer – part of these savings will be shared with the customer creating a pricing advantage for online sales • Submit wines to review • Help us get the word out by actively promoting RockStars on your website, in newsletters, articles, etc., as agreed and as appropriate • Provide educational content for the Wine RockStars web site • Establish a web link and promote the program on their web site – winery web site to Rock Stars • Provide and manage unique content for Winery Partner producer pages • Set price and determine inventory commitment to RockStars using our e-commerce technology • Participate in webinars, virtual and guided tours, and provide unique video and photo content • Work with us to develop and implement promotional programs under the Rock Stars program Brand • Meet their regulatory requirements as a direct shipper • Consider participation in a future Rock Stars private label brand
“Its MORE than Rock’n’ROLL BABY!” 20 Like wine, rock 'n' roll is a lifestyle and a way of thinking... That indefinable thing when people catch on to something.”
21 Rock Stars is a program to provide customers of all types with access to wines of outstanding quality and value, selected by an elite team of wine professionals, Wine RockStars™, with decades of experience. Through Wine RockStars™, we plan to create that indefinable thing when people catch on to something Like wine, rock 'n' roll is a lifestyle and a way of thinking... That indefinable thing when people catch on to something.”
• With thousands of wines to choose from and with wine being more of an adventure than other products, consumers are willing to try different brands much more frequently. • In fact, with so many brands, it is often difficult for the consumer to remember the name of the brand they liked. 22 “We can learn a lot by studying other industries and other retailers” From the Wisdom of RockDoggie When consumers find a toothpaste or a soda they like, they stick with it. The same is not true for wine.
Not for Public Distribution. ©2013 Wine RockStars, LLC All Rights Reserved 23 You've got the sun, you've got the moon, and then you've got the fruit of the vine. Wine is one of real natural pleasures in life. So then why do they make everything about it so bloody boring. There is just too much stuffiness in the wine business. Keith Richards The Rolling Stones
24 Our goal is to create a new customer experience. In doing so, we expect to: 1. broaden our market, 2. to find a way to tell the story behind each label, and 3. to create new and lasting connections between the producer and the consumer in a way that is… LIFE, like WINEis MORE thana LABELBABY! 4. fresh, exciting, fun, entertaining. We want to reintroduce wine to consumers in a wholly new way.
We think that our customers deserve more. A whole lot more At every level Wine RockStars™ is designed to provide customers with a superior experience We plan to offer a very broad selection of products We will share our pricing advantages with our customers This approach is virtually unprecedented in our industry 25 Gene Faul, Co-Founder Wine RockStars, LLC From the beginning we set out with RockStars to be a different kind of retailer “I think Gene included the Homer Simpson cartoon (top left) as a not so subtle reminder to me that I can be easily replaced”
26 Our messaging will include equal parts irreverence, information, expertise and outright fun! Like wine, rock 'n' roll is a lifestyle and a way of thinking... That indefinable thing when people catch on to something.”
27 Our strategy with RockStars™ leans toward the improvisational and away from the top-down approach that can seem stilted, snobbish and scripted
BECOME ONE OF ONLY A SELECT FEW AS A WINE ROCKSTARS™ ROCKIN GOOD WINERY™ Wine RockStars™ Next Steps 28
29 If you agree with us that we need to recapture the passion, to reconnect with family and friends, and that the products that we produce should fill the heart with warmth and a gently generosity of spirit, then there is a very good chance that you should seriously consider joining with our Wine RockStars™ program by becoming a Rockin Good Winery™. Gene Faul, Co-Founder Wine RockStars, LLC Gene Faul
30 We hope that you look on our program with favor and interest in rockin with us. I am available to answer any questions and to further discuss your potential participation in becoming a “Rockin Good Winery”. Kathleen Kathleen Homyock Director of Marketing Co-founder, Wine RockStars, LLC kathleen@rockingoodwines.com 440-263-3124

More Related Content

Wrsintro web revised.6.25.aht

  • 1. Not for Public Distribution. ©2013 Wine RockStars, LLC All Rights Reserved 1 An Invitation from Wine RockStars™™
  • 2. 2 "Making wine - that's the easy part.” "It's selling it that's hard." Dario Sattui Sattui Winery Napa Valley, California 2
  • 4. Our purpose today is to invest the next 20 minutes or so to introduce you to the marketing concept that we call Wine RockStars™. Not for Public Distribution. ©2013 Wine RockStars, LLC All Rights Reserved 4 “Our purpose today is to introduce you to the Wine RockStars™ concept
  • 5. WINE ROCKSTARS, LLC™ Not for Public Distribution. ©2013 Wine RockStars, LLC All Rights Reserved 5 Wine, like Rock n' Roll, has become the almost universal experience. Reaching into the everyday lives of millions of people around the world every day. Crossing continents, cultures, ages, and demographics. Like wine, rock 'n' roll is a lifestyle choice and a way of thinking. It knows no boundaries. It does not discriminate. Penny Lane Stillwater Groupie
  • 6. WINE ROCKSTARS, LLC™ Not for Public Distribution. ©2013 Wine RockStars, LLC All Rights Reserved 6 Like Rock n' Roll, wine has become something that unites us in a single, joyful human experience that can be shared and enjoyed by all. Like Rock 'n' roll, wine is a voice that says, Here I am! In the end, it all comes down to is that thing. That indefinable thing when people catch on to something.Russell Hammond, Stillwater
  • 7. 7 In the real world, the past decade or two challenged us to rip off our neckties, shed our standard-issue business suits, and, most important, to lose our Model T-type attitudes toward our business. Bono, U2 Achtung Baby! “Like wine, rock 'n' roll is a lifestyle and a way of thinking... That indefinable thing when people catch on to something.”
  • 8. 8 Wine RockStars™ is designed to provide customers of all types with access to wines of outstanding quality and value, selected by an elite team of wine professionals, Wine RockStars™, with decades of experience. Through Wine RockStars™, we plan to create that indefinable thing when people catch on to something Like wine, rock 'n' roll is a lifestyle and a way of thinking... That indefinable thing when people catch on to something.”
  • 9. with more choices offered to the consumer, wine has increasingly has become an important part of the national lifestyle 9 More popular than ever,
  • 10.  There has been a sustained shift in consumption patterns  away from bars and restaurants and, 10 Source: Beverage Information Group The fundamental consumer base has, and will continue, to change. more towards at-home consumption.
  • 11. 11 “Occasions” …events worth purchasing or opening a bottle of wine for …are increasing in popularity. Source: Wine Market Council Estimate Part of that growth in off-premise consumption is due to the fact that …
  • 12. 12 • When consumers find a toothpaste or a soda they like, they stick with it. The same is not true for wine. • With thousands of wines to choose from and with wine being more of an adventure than other products, consumers are willing to try different brands much more frequently. • In fact, with so many brands, it is often difficult for the consumer to remember the name of the brand they liked. 12 “We can learn a lot by studying other industries and other retailers”
  • 13. • This is a big part of the reason why both men and women view wine as a high risk purchase. • They want to avoid being embarrassed in front of business associates or friends. • Both men and women man-age the risk by getting information at the point of purchase—which is where 70% of the purchase decisions are made. 13 Source: Emerald Group
  • 14. 1414 • Consumers will; however, stick with a retailer that helps them get the right wine for the occasion. • While consumers have lower loyalty to the wines them-selves, they have strong loyalty to their wine retailer.
  • 15. 15 That’s why we created RockStars, to broaden our market, to find a way to tell the story behind each label, and to create new and lasting connections between the producer and the consumer in a way that is fresh, fun, entertaining and easier to understand. Why? Because… “Its MORE than Rock’n’ROLL BABY!” Gene Faul, Partner THE ROCK STARS OF WINE
  • 16. 16 Brands that will flourish with Rock Stars are those that are honest, that communicate flexibility, vitality, relaxation and lack of pretension. Artist Proof series™
  • 17. 17 17 Wines that are interesting, taste good, offer variety, look fresh and that are priced properly in relation to quality are more likely to thrive - the world may not need all those $50 Cabs, unless they have a great story to tell and offer a $100 experience.
  • 18. Panel of Experts - What We Need: • Help us to identify wineries • Provide educational content for the Wine RockStars web site • Make selections from “approved” wineries for inclusion in the RockStars product portfolio • Provide ratings and rankings for the wine selected via the Virtual Tasting Room. • Help us get the word out by actively promoting RockStars on your website, in newsletters, articles, etc., as agreed and as appropriate • Work with us to develop proprietary video and other marketing content • Work with us to develop a customized marketing plan to promote your section of the Rock Stars web site • Agree to establish a link between your own web site and the web site • Work with us to develop appropriate point of sale support materials as we develop a retail distribution system for the Wine RockStars™ program 18
  • 19. 19 Winery Partners - What we need • Agree to better rationalize the supply chain by cutting out the middleman; shipping direct - winery to customer – part of these savings will be shared with the customer creating a pricing advantage for online sales • Submit wines to review • Help us get the word out by actively promoting RockStars on your website, in newsletters, articles, etc., as agreed and as appropriate • Provide educational content for the Wine RockStars web site • Establish a web link and promote the program on their web site – winery web site to Rock Stars • Provide and manage unique content for Winery Partner producer pages • Set price and determine inventory commitment to RockStars using our e-commerce technology • Participate in webinars, virtual and guided tours, and provide unique video and photo content • Work with us to develop and implement promotional programs under the Rock Stars program Brand • Meet their regulatory requirements as a direct shipper • Consider participation in a future Rock Stars private label brand
  • 20. “Its MORE than Rock’n’ROLL BABY!” 20 Like wine, rock 'n' roll is a lifestyle and a way of thinking... That indefinable thing when people catch on to something.”
  • 21. 21 Rock Stars is a program to provide customers of all types with access to wines of outstanding quality and value, selected by an elite team of wine professionals, Wine RockStars™, with decades of experience. Through Wine RockStars™, we plan to create that indefinable thing when people catch on to something Like wine, rock 'n' roll is a lifestyle and a way of thinking... That indefinable thing when people catch on to something.”
  • 22. • With thousands of wines to choose from and with wine being more of an adventure than other products, consumers are willing to try different brands much more frequently. • In fact, with so many brands, it is often difficult for the consumer to remember the name of the brand they liked. 22 “We can learn a lot by studying other industries and other retailers” From the Wisdom of RockDoggie When consumers find a toothpaste or a soda they like, they stick with it. The same is not true for wine.
  • 23. Not for Public Distribution. ©2013 Wine RockStars, LLC All Rights Reserved 23 You've got the sun, you've got the moon, and then you've got the fruit of the vine. Wine is one of real natural pleasures in life. So then why do they make everything about it so bloody boring. There is just too much stuffiness in the wine business. Keith Richards The Rolling Stones
  • 24. 24 Our goal is to create a new customer experience. In doing so, we expect to: 1. broaden our market, 2. to find a way to tell the story behind each label, and 3. to create new and lasting connections between the producer and the consumer in a way that is… LIFE, like WINEis MORE thana LABELBABY! 4. fresh, exciting, fun, entertaining. We want to reintroduce wine to consumers in a wholly new way.
  • 25. We think that our customers deserve more. A whole lot more At every level Wine RockStars™ is designed to provide customers with a superior experience We plan to offer a very broad selection of products We will share our pricing advantages with our customers This approach is virtually unprecedented in our industry 25 Gene Faul, Co-Founder Wine RockStars, LLC From the beginning we set out with RockStars to be a different kind of retailer “I think Gene included the Homer Simpson cartoon (top left) as a not so subtle reminder to me that I can be easily replaced”
  • 26. 26 Our messaging will include equal parts irreverence, information, expertise and outright fun! Like wine, rock 'n' roll is a lifestyle and a way of thinking... That indefinable thing when people catch on to something.”
  • 27. 27 Our strategy with RockStars™ leans toward the improvisational and away from the top-down approach that can seem stilted, snobbish and scripted
  • 28. BECOME ONE OF ONLY A SELECT FEW AS A WINE ROCKSTARS™ ROCKIN GOOD WINERY™ Wine RockStars™ Next Steps 28
  • 29. 29 If you agree with us that we need to recapture the passion, to reconnect with family and friends, and that the products that we produce should fill the heart with warmth and a gently generosity of spirit, then there is a very good chance that you should seriously consider joining with our Wine RockStars™ program by becoming a Rockin Good Winery™. Gene Faul, Co-Founder Wine RockStars, LLC Gene Faul
  • 30. 30 We hope that you look on our program with favor and interest in rockin with us. I am available to answer any questions and to further discuss your potential participation in becoming a “Rockin Good Winery”. Kathleen Kathleen Homyock Director of Marketing Co-founder, Wine RockStars, LLC kathleen@rockingoodwines.com 440-263-3124