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

3. 3
WELCOME!

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