1. Kick-Off Meeting
August 8, 2012

2.  Trade (T)
 New York State Only
 Media (M)
 National
 Consumers (C)
 International
 * Indicates new for 2012

3.  Marketing
 Trade & Media
 Distribution Communication
 Sweepstakes
 Harvest in the Square
 Tasting Events
 POS Materials
 Action Items

4.  Web
 RieslingLaunch.com
 Video
 Riesling Hour Invite
 Riesling Launch
 Google Ads
 Social Media
 Email
 Consumer
 Trade
 Sweepstakes
T, M, C

5. September 4-30,2012
 Listed on RieslingLaunch.com with link
 Included in Geo-targeted consumer email blasts
 Social Media coverage
 Free POS
Retailers
 Host two Finger Lakes Riesling Tastings *
Restaurants and Wine Bars
 Serve three Finger Lakes Riesling by the Glass *
OR
 Host two Finger Lakes Riesling Events *
T, C

6.  75-100 Journalists
 Request samples for one virtual tasting
VIRTUAL TASTINGS
 Saturday, September 22, 2012: Riesling Hour
6:00 p.m. - 10:00 p.m. EST. Media & Consumer
 Wednesday, September 12, 2012: #WineChat *
9:00 p.m. - 10:00 p.m. EST. Media Exclusive
 Thursday, September 27th : FLWA Virtual Tasting *
8:00 p.m. - 9:00 p.m. EST. Media Exclusive
 Media/Trade Tasting *
T, M, C

7.  Distributor & Winery Conference Calls
 Tasting Events
 Sponsor Page *
 One Sheeter
 POS
 Winery Distribution Spreadsheet *
 Sales Incentive Program *
T, C

8.  Sweepstakes: August 11th - September 22nd
 Wineries create an Ultimate Riesling Experience
 Winner drawn during Riesling Hour
 Winner and three friends pick favorite winery to
redeem The Ultimate Riesling Experience
C

9.  Thursday, September 20, 2012 6:00 p.m. – 9:00 p.m.
 FLWA Sponsorship *
 Wineries paired with and next to chef *
 Increases Riesling Launch footprint
 Food pairing enhances Riesling experience
T, C

10. Industry 2011 Vintage Riesling Tasting *
 Wednesday, August 22, 2012 6:00 p.m. – 8:00 p.m. at Red Newt
 Blind tasting 2011 Rieslings
 $10 Donation
Finger Lakes Riesling Week *
 September 16-21, 2012
 Part of Summer of Riesling
 FLX Rieslings served in all five Terrior Wine Bar locations in NYC
 SOR social media focus for the week
Industry Tasting at Hearth Restaurant *
 Wednesday, September 19, 2012 in the afternoon
 Feature all 20 winery participants
 Small industry & media crowd invited
T, M, C

11. Virtual Tastings
 #Wine Chat *
Wednesday, September 12th | 9:00 p.m. – 10:00 p.m. | Media Only
 Riesling Hour
Saturday, September 22nd | 6:00 p.m. – 10:00 p.m. | Media & Consumer
 FLWA Virtual Tasting *
Thursday, September 27th |8:00 p.m. – 9:00 p.m. | Media Only
Winery On-Site Events *
 Tasting events
 Specials & Deals
M, C

12. T, M, C

13.  Available on RiesilngLaunch.com
 Poster
 Post Cards
 Riesling Hour Business Cards *
 Shelf Talkers
 Winery will receive posters, post cards, and Riesling
Hour business cards for tasting rooms
 Riesling Festival *
T, M, C

14. T, M, C

15. T, M, C

16. T, M, C

17. Back Image
Front Image
T, M, C

18. T, M, C

19. FORMS
 2011 Vintage Riesling Launch Resource Library Form
 2011 Vintage Riesling Launch Distribution Form
 Virtual Tasting Participation Form *
 Ultimate Riesling Experience Sweepstakes Form *
EMAIL
 Winery on-site events *
 Updated 2011 photos
 Updated Spec Sheets for 2011 Rieslings
 2011 Riesling Bottle Shot photography
TO DO
 Work with distributors
 Post Riesling Launch logo on website
 Facebook and Tweet (#flxwine) about Riesling Launch