2. Brand Awareness
Mission Statement
“Our mission is to offer each of our guests a captivating and fun environment, where they can
enrich themselves in the history whilst enjoying our quality-handcrafted wines alongside our
beautiful preserved bowling lanes.”
Values:
History
The local residents of Ellensburg will appreciate the historical features throughout the
winery. The idea of Nine Pins started from a favorite weekend family outing. For many people of
Ellensburg the building is a full of memories and the winery makes an effort to display those
traditions with historical bulletins and photographs of the old bowling alley.
Experience
Nine Pins strives to offer a new experience. The winery and tasting room won’t be like
any ordinary winery. Consumers will enjoy the quality specialty wines in the atmosphere of a
bowling alley with original furnishings from the bowling lanes, shoe racks, and bowling pins.
Consumers will feel a part of the winemaking experience as they look through the windows into
the production room where grapes are being transformed into Nine Pin wines for the following
year.
Quality
The winemaker for Nine Pins studied viticulture and enology at his time spent at CWU.
He continued working in the industry and, his passion for grape growing is expressed in the
wines. The winemaker uses traditional methods and pays close attention to acid levels
throughout the whole process in order to create quality balanced wines.
Vision: To bring a new and unique experience to the wine industry.
Tasting Room: Ellensburg, Washington
Winery Story:
Our winemaker Larry Graham, studied Global Wine Studies at Central Washington University.
A few years after graduation he married his wife Jane and started a family in Ellensburg. They
spent most weekends taking their two daughters to the local bowling alley. Their small family
outings soon became large family and friend tournaments. When the bowling alley closed their
business, the family was saddened that the place they spent most their lives growing up in was
going to be closed. That is when Larry came to Jane with a very big idea. After all those
weekends spent in the bowling alley Larry noticed that a bowling alley building would be the
perfect place to create a winery with a production facility and tasting room. He noted that quality
3. wine is often impossible to find while in a bowling alley and an opportunity to bring a new and
unique experience to the industry arose before him. With the help of his family and most favorite
bowling teammates the Nine Pins Winery spares the memories in the original bowling alley
building today.
Symbol: Label/Logo:
Jingle:
Taste the Wine that will Bowl your Mind!”
Product:
Bottles
o Size: 750 mL
o Shape and color: 3 types- Bordeaux (emerald green), Syrah (dark amber), and
Champagne (champagne green) bottles.
4. Packaging: 12 pack case. Pre-stamped boxes (white).
Closures: Stelvin for the blends, Cork for everything else. Cork and cage for the
champagne.
Varietals: Riesling, Chardonnay, Sauvignon Blanc, Cabernet Sauvignon, Cabernet
Franc, Merlot, Syrah, and Pinot Noir
Production Size: 2,000 cases
Wine Making Style:
o White Wines: off-dry semi sweet, New World.
o Red Wines: Dry fruit forward, New World.
o Method Champenoise, Old World.
o Red Blend: fruit forward, New World style.
Region: Central Washington
Fruit: Outsourced from Columbia Valley and Wahluke Slope.
POS: Nine Pins uses many different POS materials such as coasters, brochures, business
cards, etc.
Figure 1: Nine Pins Coaster (front view)
Figure 2: Nine Pins Coaster (back view):
5. Consumer Behavior
Target Market
o Weekly Treaters
o Frugal Conservative
Consumer Profiling
Weekly Treaters drink at social events or to wind down and are majority female. These
consumers purchase weekly but are willing to pay a little more than the mainstream at-
homer. They will be most likely to be purchasing wine by the glass in the tasting room or
on-premise location. These consumers love to enjoy a release from work or simply a fun
night out with friends.
Frugal Conservatives drink to expand their knowledge of wine and are up to date with
social trends. Consumers are usually between the ages 25–54, with a lower income than
the average consumer. It would be imperative to the business plan to market to this
demographic with a large surrounding population of college students and staff.
Consumer Insights
Social: Provides a welcoming atmosphere for people to coalesce.
Local Ties: Provides an outlet for college students and locals to be introduced to or
expand their knowledge of wine and the history of the building.
Affordability: Providing ample room for a range of price points without sacrificing
quality.
Experience: Providing a new and unique twist to the typical tasting room experience.
Functionality
In order to succeed as a business in this location, it will be necessary to meet the demands
of both the local residents and the college-related consumers. By selling at multiple price points
and offering a unique atmosphere, Nine Pins will be able to satisfy the customers at hand. There
are several ways the product will be aimed towards our two main target markets. The weekly
treaters will be interested in enjoying the one of a kind atmosphere that the Nine Pins tasting
room has to offer. This target market will most likely purchase wine by the glass at our tasting
room and if they show up enough they may even join the wine club.
6. Frugal Conservative’s will enjoy the multiple price points provided by the Nine Pins
Winery. The quality of the product will enhance how the consumer feels whilst drinking and
contribute to the sensation of gaining intelligence and wine knowledge. With the local feel and
the history of the site, the consumer can feel more connected with the town. The image seekers
of both groups will feel most inclined to take part in enjoying the quality that Nine Pins Winery
is capable of.
Perceived Quality and Brand Associations
Price Segment Target
Nine Pins aims to meet a price segment market of everyday premium wines. The wines
are affordable to the average college student, yet they stand above most grocery store wines in
quality and taste.
Reason to Buy
There are many factors that make Nine Pins a popular winery. It is a thriving local
business that has appealed to the community of Ellensburg. The close proximity to Central
Washington University draws college students, staff and their families in for a fun family
gathering. Ellensburg. Being located at the central point of the state, Ellensburg will benefit from
the addition of another winery. Nine Pins Winery will attract travelers and wine tourists to make
Ellensburg a crucial stop for wine tasting.
The winemaker chose to incorporate elements of the historical bowling alley into the
tasting room experience, setting Nine Pins apart from other wineries. While few lanes were able
to be restored, they are reserved for special events only. Sadly, when the bowling alley closed,
many of the lanes fell into disrepair, and were unable to be preserved. Thus, they were removed
and have been incorporated into the furnishing of the new winery. The building layout works to
recreate the bowling alley ambiance including an area dedicated to the history of the building.
The main entrance opens to a presentation of the history of the building including old
photographs, information, and left over memorabilia left behind at the closure of the former
business. Customers will notice bowling balls, pins, shoe racks and original furnishings as
accents that give this winery a unique style.
7. Placement % of Product
Upon opening the winery, Nine Pins will be selling via direct sale channels and to on-
premise sale locations. Direct sales will be accomplished via our tasting room and winery
website. Customers will also be able to find our wines at a select few local restaurants in
Ellensburg such as the Palace, Porch, and the Pasta Co.
In the years to come, Nine Pins plans to self-distribute to select Bowling Alley’s with
proper liquor licensing or to their attached on premise sales points in hopes that a bowling
themed wine will have an in with an otherwise un-explored market.
Pricing
King Pin Cabernet…………………………………………………………..…….…$32
(90% Cabernet Sauvignon,10% Cabernet Franc)
300 Method Champenoise……………………………………..……………….…..$35
(25% Chardonnay, 75% Pinot Nior)
Riesling………….……………………………………………………..………....…...$22
(85% Riesling, 15% Sauvignon Blanc)
Sauvignon Blanc……………………………………….……………………………..$20
Chardonnay...…………………………….…………………………………………..$24
(MLF, 100% Chardonnay)
Syrah………………………………………………………………………….…..…..$24
(100% Syrah)
Merlot…………………………………………………………………………….…..$26
(80% Merlot,20% Cabernet Sauvignon)
Red Blend……………………………………………………………………………..$12
(45%, Cabernet Sauvignon, 35% Merlot, 12% Cabernet Franc, 8% Syrah)
Brand Loyalty
Nine Pins achieves brand loyalty via a 3 tiered wine club system with each tier having
their own level of benefits. The winery also hosts a number of events each year, many of which
are to be exclusively for upper tier wine club members. Events such as a vintage release parties,
8. as well as ‘Rock and Bowl’ nights, which will invite Wine Club members to enjoy a night at the
winery, with the few remaining and restored lanes functioning and usable. More public events to
attract customers will include ‘meet the winemaker’ nights, where the wine maker will be in the
tasting room, and offering a presentation of his wines. Other public events revolve around
holidays such as Mother’s day, and local festivals. Loyal customers will be rewarded with the
exclusive feel of the upper tier wine club and the ample opportunity provided to them to feel as if
they are a part of the company. Getting to meet the winemaker, tour the facility, and staying up
to date on the different events and happenings at the winery will help customers/wine club
members to feel involved.
Wine Club Tiers will be organized as such:
Top Level:
The 300 Club: 300 member cap with waitlist.
Receive 1 case a year (1 case commitment) split into 3 shipments
Receive Access to premium and library wines along with Methode Champenoise
15% bottle discount with free tastings for themselves and 2 guests
Quantity discounts (6 bottles increases discount to 20%)
Receive news/information via email and/or U.S. mail
Receive invites to all Winery events including exclusive Wine Club events
Receive first pick for RSVP only events, where attendance is capped off.
1.5 year commitment
200 Club (no cap as of yet)
Receive ½ case a year (1/2 case commitment) split into 1 or 2 shipments
Access to premium/library wines
15% bottle discount with discount on tastings
Receive news/information on the winery
Receive invites to most winery events, including some Wine Club exclusive events.
Opportunity to be on wait list for 300 club while still in 200 club.
Casual Bowlers
Targeted toward weekly treaters, who show up to the tasting room and buy by the glass. Entrance
only requires that they sign up, giving the winery email information with which they can receive
the latest updates from the winery, as well as information on public events.
No bottle/shipment commitment
Discounted tasting
9. Receive renewable punch-card. 10 punches merits 15% discount on next purchase.
One tasting or glass purchase = 1 punch
One Bottle purchased = 3 punches
Quantity discount (6 bottles in one purchase =15% off)
Does not have access to premium or library wines.
Databases
Wine Club membership and information distribution will be handled by the bLoyal®
customer loyalty program. Sales and inventory tracking will be done with the help of the
ShopKeep® Ipad POS system.
Competitive Advantage
SWOT and PEST Analysis
SWOT and PEST analysis are constructed to analyze our business and the competitors
within the wine industry. Businesses use the analysis to see opportunities and threats that may
place the winery below the competition. The SWOT and PEST analysis will allow the winery to
identify areas of improvements and aspects that set Nine Pins apart from other wineries.
SWOT Analysis
Strength Weaknesses
Unique aesthetic/ atmosphere
8 varietals
Small winery- 2000 cases
Reasonable and multiple prices points to
fit the target market
New experience to the industry
Local business in a small town
Wine production in the facility
The limited Nine Pins old world, Method
Champenoise
The Winemaker is experienced and
studied, Global Wine Studies at Central
Washington University
The tasting room and multi-tiered Wine
Club
Small winery
Seasonal Population (eg. College town empty
in the summer)
Outsourcing grapes
Target market has low-income
10. Winery location is in a “pass-thru” town.
Tourists will make Nine Pins a stopping
point on their road trips across state
Opportunities Threats
Community building
New business to the wine industry
Marketing and Advertising
Selling wines to bowling alleys
Additional tasting room in Western
Washington
Direct sales
Opportunity to work with the Global Wine
Studies program at CWU.
Outsourcing the grapes
Weather
Water supply
Large population of underage drinkers in the
area
Wine is sought as an expensive, fancy drink to
many young adults.
Establishing new winery in an unknown wine
region.
Competition of local wine regions.
PEST Analysis
Political Environment
RCW restrictions for having production
and entertainment
Underage drinking/ influence
Driving under the influence
TTB
Wine industry being governed at the
federal and state levels
Shipping laws
State rules and regulations
Tax
Employment
Climate Change
Water Supply
Soil type/ soil quality
Environmental conscious target market
Recycle the boxes and the furnishes in the
building
11. Socio-Economic Technological
Creating jobs
Bringing revenue into Ellensburg
economy
Inflation rates
Current economic state in Washington and
Nationwide
Careers in wine industry
Business/ sales increase
Everything run through the computer database
and backed up. (Wine Club, Online website,
accounting, sales, revenue, and etc)
Online sales
Email blasts
Social media (Instagram, Facebook, Twitter)
Database software
The winery keeps up with technological
advances that can help keep an efficient
production.
Sales Channels
Distribution
Nine Pins customer following will begin in Ellensburg. Through word of mouth and
strong marketing approaches, the brand hopes to expand across state. Nine Pins’ association with
bowling will attract an unique target market mixing wine connoisseurs with bowling fans. The
Nine Pins wine brand matches the consumer’s interest when they are in the bowling atmosphere.
Customers will be drawn in not only by the appearance of the bowling themed label but also by
the quality of wine that is often rare to find in your typical bowling alley. Nine Pins will gain
local recognition and publicity by introducing the wines at tasting events around Washington
State. Once Nine Pins has established brand loyalty and retained a strong customer following
then they will make their presence into other bowling alleys.
Local and/or National and/or Export
Currently Nine Pins sells wine only in Washington State through direct sales and self-
distribution in a select few local restaurants. When production increases and the demand for the
brand rises, Nine Pins will aim to expand their brand awareness out of state. The long term goal
is to develop and expand our brand awareness beyond our local markets and distribute to those
out of state markets along the Pacific Northwest.
12. Performance Goals
When the winery first opened, the first year goals were to get at least 100 people through
the cellar door each month. They predicted to produce 400 cases and sell through all direct sales.
To support production the winery began a single level wine club in hopes that 200 members sign
up.
About three years down the road the winery did an internal analysis and assessed their
expansion. Today they hope to have at least 200 people coming into the tasting room and making
a purchase each month. Production increased to 2,000 cases in the 3rd year, and in the 4th year the
winery increased to 2,500 cases. The wine club will also expand to a three-tiered system to meet
the different price points and wine consumption levels of the consumers. As of this time the
winery hopes in the near future to self-distribute to restaurants and bowling alleys with on-
premise alcohol serving rooms. The winery’s goals of expanding direct sales into other markets
will be a good starting point to increase production. Nine Pins will still plan on selling 85%
through direct sales and 15% self-distribution.
Nine Pins plans to grow each year as long as there is continual support in production,
wine club members, and interest from restaurants. The ultimate goal of the winery is to be
recognized as the must-see wine destination of Central Washington.
