DEBORAH PARKER WONG, DWSET Educator, Wine & Spirit Education - - PowerPoint PPT Presentation

DEBORAH PARKER WONG, DWSET

Educator, Wine & Spirit Education Trust Adjunct Professor, Cabrillo College Wine Industry Journalist Professional Wine Judge Sensory Consultant

Before

After

Rebranding ROI

Cecchetti Wine Company

• Lake County appellated

Fruit sourced in Lake County and Clarksburg

• 11,000 cases
• Style: Opens with vibrant

aromas of grapefruit and lemon with subtle grassy characters and a crisp clean finish.

• SRP: $10.99

Line 39 Results

* Sourced from Beverage Dynamics, Impact & Market Watch

Line 39 Rebranding ROI

50000 100000 150000 200000 250000 2009 2010 2011 2013 2015 USD

Traditional cork-finished Sauvignon-Semillon Blend SRP for both wines $10 - $11

Portfolio extension through the addition of second wine style

Kiwi-style, screw cap Sauvignon Blanc launched March 2013

• Savvy Negociants: Andrea and Robin McBride
• New Zealand Sauvignon Blanc producers/importers pitched a domestic brand

concept to Alain Barbet, then CEO/president of Pernod Ricard USA.

• Collaborated with Diageo Ch & Estates winemaker Monica Belavic.
• Fruit sourced from Chalone and San Benito AVAs.
• Launched Spring 2015
• SRP: $15.99

Using star power to establish and elevate brand awareness

Dave Matthew’s fan base proved bankable and Dreaming Tree has exceeded Constellation’s wildest expectations

Brand targeted at male Millennials…

Portfolio extension and/or brand creation that appeals to a specific demographic

California Chile South Africa New Zealand France

Sancerre $10 - $132 $9 - $71 $3 - $101 $3 - $2,500 $7 - $40

Source: Wine-searcher.com

Global Sauvignon Blanc Retail Price Ranges USD

Sacramento, CA

Six Sigma $10/38

Milwaukee, WI Rock Wall 'Lake County‘ $54 Philadelphia, PA Line 39, Lake County $9/36

Other examples of Lake County Sauvignon Blanc on premise?