2019 Oregon Wine Month Trade Programming
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An overview of the OWB's offerings to distributors, restaurants and retailers interested in participating in Oregon Wine Month.
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2019 Oregon Wine Month Trade Programming
- 1. MAY 2019
- 2. PROGRAM VISION: MAY IS OREGON WINE MONTH Partner with the Oregon brands in your portfolio to transform May into Oregon Wine Month. Take advantage of: Oregon portfolio programming collaboration A concentrated period of increased market support Oregon Wine Board resources such as printed and shipped POS and other marketing support
- 3. HOW IT WORKS OWB DISTRIBUTOR PACKAGE BRAND PROMOTIONS & INCENTIVES DISTRIBUTOR BUY-IN & SUPPORT RESTAURANT & RETAIL ENGAGEMENT INCREASE IN CONSUMER AWARENESS AND SALES
- 4. WHY OREGON? 1. DRIVE REVENUE WITH A GROWING CATEGORY Higher average bottle prices result in greater profit per bottle Oregon’s top three varieties have been increasing in popularity across the U.S., producing overall volume growth that outpaces other regions 0 4 8 12 16 20 OR WA CA -5 0 5 10 15 20 OR WA CA AverageBottle$ Price(750mL) RetailVolume %Growth(2017vs2016) $16.13 $9.87 $6.82 17.4% -1.4% -0.1%
- 5. WHY OREGON? 2. SELL HIGHLY ACCLAIMED WINES Oregon's value for money shines when compared to wines of similar quality from other top regions. Oregon’sshare of domesticwineproduction Oregon’sshareof WineSpectator’s90+scoreson domesticwinefrom2015- 2017 20%1%
- 6. Source: Full Glass Research, Wine Opinions Panel, December 2016 WHY OREGON? 3. GIVE THE PEOPLE WHAT THEY WANT Affluent wine drinkers like Oregon wine, but cite visibility, availability and awareness as top barriers to purchase. Oregon Wine Month is the perfect opportunity to make new Oregon placements and support them with added programming.
- 8. INTRODUCING OREGON WINE MONTH The spring is an exciting time in Oregon! Wine country begins to wake up in April with bud break, less rain and warmer temperatures. By May, we’re ready to party. Oregon Wine Month celebrates the kickoff of the growing season and our favorite time of year.
- 9. OREGON WINE MONTH: WHAT’S ON OFFER? Digital graphics for customization available by Feb 1 Learn Oregon: Online Oregon Wine Trade Education OWM printed POS shipped to distributor warehouse by April 1 An Oregon wine getaway sweepstakes program for consumers
- 10. 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 Seven Hills 2012 Cabernet Sauvignon $9/gl TABLE TENTS CHECK PRESENTER INSERTS MENU TEMPLATES
- 11. POS MATERIALS: OFF-PREMISE CASE CARDS & POSTERS SKEWER CARDS BOTTLE NECKERS
- 12. 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 the OWB Incorporated onto POS Supported by digital campaign in participating markets CONSUMER SWEEPSTAKES PROMOTION
- 13. OREGON WINE EDUCATION Learn Oregon is a 4-week Oregon wine online education curriculum developed by Bree Boskov MW to train trade members to sell Oregon wine confidently: • A multi-media curriculum will feature video, presentations and maps covering the most important topics in Oregon wine delivered in bite- sized segments • Delivered via email throughout March with the opportunity for users to win weekly prizes and giveaways • Will culminate with a 45 minute live (and recorded) webinar lead by Bree Boskov MW
- 14. OREGON WINE PARTNERSHIP Partner with your Oregon wineries to make Oregon Wine Month successful: Place focus across entire portfolio on Oregon Put participating Oregon brands on quota for May Partner with the brands on sales incentives Retail programs planned and sold in advance
- 15. DISTRIBUTOR COMMITMENT FORM By Feb. 1, sign the Distributor Commitment Form on the Oregon Wine Month Toolkit to receive communications about ordering POS and other key programming information.
- 16. INTERESTED IN MORE OREGON WINE INFO? Visit trade.oregonwine.org for stats, maps, facts and more, including customizable presentations for your sales calls.
- 17. LET’S SELL MORE OREGON WINE TOGETHER
Hinweis der Redaktion
- The Oregon wine industry collaborates every year for Oregon Wine Month in May. The Oregon wineries in your portfolio would like to work together and pool resources to increase the visibility and success of this campaign. By partnering, your business would be able to take advantage of: -Oregon portfolio programming collaboration -A concentrated period of increased market support -Oregon Wine Board resources such as printed and shipped POS and other marketing support On deck is an update on current Oregon wine trends in the marketplace and a recommendation for how to leverage the 2018 Oregon Wine Month campaign to sell more Oregon wine.
- It is likely no surprise that the average bottle price for a bottle of Oregon wine is higher than our neighbors to the north and south. However, what might surprise a few of you is the sales growth Oregon has been experiencing in recent years. Pinot noir, Pinot gris and Chardonnay – Oregon’s top three varieties – have been increasing in popularity across the U.S., and overall retail sales growth of Oregon wine outpaces other regions. To sum it up, not only are Oregon’s higher average bottle prices resulting in a greater profit per bottle, the market is also demanding more volume than ever before.
- Oregon is an industry comprised of family-owned, artisan winemakers and winegrowers with about 70% of the wineries in Oregon producing 5,000 cases or less. This anecdote comes to life when you begin to dive deeper into major wine publication quality scores. Despite producing only 1% of the total wine produced in the U.S., wines from Oregon made up 20% of Wine Spectator’s 90+ scores on domestic wine in 2015 - 2017. What’s more, Oregon’s value for money shines when compared to wines of similar quality from other top regions.
- In 2016, the Oregon Wine Board commissioned Full Glass Research to conduct a study to learn more about the way affluent wine drinkers felt about and purchased Oregon wine. This study revealed that these affluent wine drinkers like Oregon wine, but cite visibility, availability and awareness as top barriers to purchase. Oregon Wine Month is the perfect opportunity to raise the visibility of Oregon wine with new placements and to support them with added programming.
- Eric Asimov, chief wine critic of The New York Times, summarized it best in a piece he wrote this fall called “The Oregon Trail” …
- The Oregon Wine Month program is designed to inspire a concentrated period of market support for Oregon wines across the country. We celebrate Oregon Wine Month in May because the spring is an exciting time in Oregon! Wine country begins to wake up in April with bud break, less rain and warmer temperatures. It celebrates the kickoff of the growing season and our favorite time of year.
- The Oregon Wine Board has developed a package of resources that Oregon wineries can offer their distributors across the country to help support their Oregon Wine Month efforts, including providing point of sale materials, customizable graphics, sales force education and a consumer promotional element.
- For on-premise accounts, printed table tents can be ordered and shipped directly to the distributor warehouse. Check presenter inserts, menu templates and other graphics will be available at oregonwinemonthtoolkit.org by late winter to download and customize.
- Printed POS will be available to participating distributors. Orders will need to be received by March 1 and materials will be shipped to distributor warehouses by April 1. Graphics that can be used for customization will be available for download on oregonwinemonthtoolkit.org by late winter.
- To support consumer awareness, the Oregon Wine Board will be offering a consumer sweepstakes to win a trip to Oregon wine country. This will be featured on bottle neckers to help stimulate purchase (although legally, no purchase is necessary to enter) and will run a digital advertising campaign to raise awareness of Oregon Wine Month and this promotion.
- We want your sales force to feel knowledgeable and confident when selling Oregon wine. For distributors participating in Oregon Wine Month, the Oregon Wine Board’s resident Master of Wine will host a webinar in early spring to provide a dive into the major features, qualities and selling points of Oregon wine.
- We can’t have a successful Oregon Wine Month with you and your team. Partner with the Oregon wineries in your portfolio to bring this campaign to life.
- Once we have a program in place, sign on the dotted line by filing out the Distributor Commitment Form on the Oregon Wine Board’s Oregon Wine Month toolkit. This form is very important because it will loop you into the communications around ordering POS and other key programming information.
- Many of the facts, stats and maps that were used in this presentation can be found on the Oregon Wine Resource Studio. The Resource Studio offers customizable, downloadable presentations that can be used for training or sales purposes. If you haven’t already, be sure to check it out!