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FLWA 2013 Program Presenation Nov.15, 2012
- 1. North America’s Pre-eminent Cool-Climate Region 2013 LEVY BENEFITS & MARKETING PROGRAMS NOVEMBER 15, 2012
- 2. OVERVIEW & INTRODUCTION • Welcome • Mission • Board of Directors • 2012 Program Success • Survey Says! • Levy Benefits • Marketing Programs • Budget • Become a Levy Contributor • Questions • Finger Lakes Wine Reception
- 3. OUR MISSION 2013 marks our 12th year… The mission of the Finger Lakes Wine Alliance is to increase the visibility and reputation of the Finger Lakes AVA, its wines and wineries.
- 4. BOARD OF DIRECTORS Bob Madill, Chair | Sheldrake Point Winery David Peterson | Swedish Hill Winery Term Ends: December 31, 2013 Term Ends: December 31, 2013 Amy Hoffman, Vice Chair | Rooster Hill Vineyards John Wagner | Wagner Vineyards Term Ends: December 31, 2013 Term Ends: December 31, 2014 Gene Pierce, Treasurer | Glenora Wine Cellars Term Ends: December 31, 2013 Ex Officio (non-voting): David DeMarco, Secretary | Seneca Shore Wine Cellars Term Ends: December 31, 2012 Morgen McLaughlin | President Finger Lakes Wine Country Lisa Hallgren | Ravines Wine Cellars Stephanie Jarvis | Program Manager Term Ends: December 31, 2012 Tom Higgins | Heart & Hands Term Ends: December 31, 2014 NEW 2013 Board of Directors Members Jeff Houck | Lucas Vineyards Term Ends: December 31, 2014 John McGregor | McGregor Vineyard Term Ends: December 31, 2015 Nancy Irelan | Red Tail Ridge Winery Term Ends: December 31, 2014 Erica Paolicelli | Three Brothers Wineries & Estates Term Ends: December 31, 2015 Tom Macinski | Standing Stone Vineyards Term Ends: December 31, 2014 Mark Wagner | Lamoreaux Landing Wine Cellars Term Ends: December 31, 2015 Tim Moore | Inspire Moore Vineyards Term Ends: December 31, 2014 Scott Osborn | Fox Run Vineyards Term Ends: December 31, 2012
- 5. 2012 PROGRAM SUCCESS Wine Expos – 6 Wineries – Boston, Washington D.C., and NYC – Trade, Media, Consumer
- 6. 2012 PROGRAM SUCCESS FLX Ambassador Program – 24 Wineries – Thomas Pastuszak – Two NYC Tastings – Varietal Video
- 7. 2012 PROGRAM SUCCESS Consumer Event – 132 Attendees | 21 Wineries – Blind Wine Challenge – Grand Tasting
- 8. 2012 PROGRAM SUCCESS Cool Climate Trade Seminar – 30 Trade/ Media Attendees | 20 Wineries – Thomas Pastuszak Keynote Speaker – Grand Tasting www.coolclimateseminar.com – Site Visits – Wine Reception & Dinner
- 9. 2012 PROGRAM SUCCESS Riesling is Cool – 15 Wineries – Winery promotion – Strong POS Materials
- 10. 2012 PROGRAM SUCCESS 2011 Vintage Riesling Launch – 20 Wineries | 43 Retailers |12 Restaurants – 80 Journalists/Bloggers/Writers – Finger Lakes Industry Kick Off Event www.rieslinglaunch.com – Riesling Videography | 3 Videos + Harvest Video • 3rd Place Wine Spectator Magazine Video Contest – 3 Virtual Tastings • #Wine Chat, FLWA Hosted Live Riesling Tasting, Riesling Hour • #FLXWine #2 Trending Topic Riesling Hour
- 11. 2012 PROGRAM SUCCESS – 3 Consumer Events | 3 Trade Only Events • Mission Alfresco Pop Up Dinner, ACF Syracuse Pop Up Dinner, & Harvest in the Square • ACF Rochester Chapter Meeting, Hearth Restaurant Industry Tasting, & Harvest in the Square After Party ACF ROC Meeting Hearth Industry Tasting Mission Alfresco After Party ACF SYR Pop UP Harvest in the Square Sponsorship Banner Dinner Harvest in the Square
- 12. 2012 PROGRAM SUCCESS Virtual Tasting Series – Levy Benefit – 33 Qualified Media |32 Wineries – 4 Virtual Tastings – Glenora Wine Cellars “Studio” – USTREAM Live Tasting & Twitter
- 13. 2012 PROGRAM SUCCESS Wine Submission Program – Levy Benefit – Food & Wine, Wine Enthusiast, Wine Spectator, Wine & Sprits magazines
- 14. SURVEY SAYS! • 77 % of levy contributor respondents overall were satisfied with the levy benefits and programs • Levy Contributors Asked For: – A la carte options for programming – Target Markets & Events • Media (relations) • Trade (tastings and education)
- 15. LEVY BENEFITS • Wine Submission Program • Finger Lakes Wine Alliance Website – Winery Name – Winery Contact Information – Link to winery website
- 16. LEVY BENEFITS • Exclusive Events – Winery attendance – ACF North East Regional Conference • Wine Donation Events – Program Manager or hired representative attends – 6 bottles from each levy contributor • Virtual Tasting Series – 4-5 media targeted virtual tasting events – Features specific screened varietals or styles – Streams Live Online with communication via Twitter
- 17. MARKETING PROGRAMS • Wine Expos – Boston Wine Expo | February 16-17, 2013 • FLWA Cooperative Riesling Table (8 wines needed) $200.00/wine • Cool Climate Seminar, Thomas Pastuszak (8 wines needed) $300.00 /wine – New York Wine Expo | March 1-3, 2013 • FLWA Cooperative Riesling Table (8 wines needed) $200.00/wine • Cool Climate Seminar, Thomas Pastuszak (8 wines needed) $300.00/wine – Wine Enthusiast Toast of the Town NYC | May 2013 • FLWA Table ( 8 wines needed* ) $375.00/wine • * Wine has to have been reviewed by Wine Enthusiast Magazine. • * Wine must have a score of at least an 85.
- 18. MARKETING PROGRAMS • Additional Wine Expo Opportunities – Only if enough interested in representation – Wine Enthusiast Toast of the Town Chicago | June 2013 • FLWA Table (8 wines needed*) $400.00/wine • * Wine has to have been reviewed by Wine Enthusiast Magazine. • *Wine must have a score of at least an 85. – Wine Enthusiast Toast of the Town DC | June 2013 • FLWA Table (8 wines needed*) $400.00/wine • * Wine has to have been reviewed by Wine Enthusiast Magazine. • * Wine must have a score of at least an 85.
- 19. MARKETING PROGRAMS • Thomas Pastuszak Events Keynote Speaker at Cool Climate Trade Seminar –Finger Lakes Wine Month Program $400.00 – Boston Wine Expo Cool Climate Seminar $300.00/wine • February 16-17, 2013 – New York Wine Expo Cool Climate Seminar $300.00/wine • March 1-3, 2013 – NYC Summer Tasting (10 wineries needed) $350.00/wine • June 2013* – NYC Fall Tasting (10 wineries needed) $350.00/wine • October/November 2013 * – Bud break Video (7 wineries needed) $500.00 • May 2013* – Harvest Video (7 wineries needed) $500.00 • September 2013* * Tentative date
- 20. MARKETING PROGRAMS • Finger Lakes Wine Month – Partner program with Finger Lakes Wine Country – Promotion of Finger Lakes wines to trade, media, and consumers for the month of May Basic Package $700.00 – Retail/Restaurant tastings – Industry Kick Off Event | Tentative date: May 1, 2013 – #FLX Wine Hour | May 25, 2013 – Inclusion on Finger Lakes Wine Month micro-site – Inclusion in Finger Lakes Wine Month email campaigns – Finger Lakes Wine of the Month featured wine of the day via social media – POS materials – Media/Journalist visits
- 21. MARKETING PROGRAMS A La Carte – Promotional Video $350.00 – Cool Climate Trade Seminar $500.00 • Tentative Dates: May 18-20 or May 19-21 – Large Consumer Tasting Event $350.00 – Virtual Tasting Event $250.00 Total A La Carte $1,450.00 Basic Package $700.00 Finger Lakes Wine Month $1,250.00 (Includes Basic package + all a la carte options) SAVINGS: $900.00
- 22. MARKETING PROGRAMS • 2012 Vintage Riesling Launch – Promotion of Finger Lakes 2012 Vintage Rieslings to trade, media, and consumers for the month of September Basic Package $700.00 – Retail/Restaurant tastings – Industry Kick Off Event – Riesling Hour | September 28, 2013 – Inclusion on 2012 Vintage Riesling Launch micro-site – Inclusion in 2012 Vintage Riesling Launch email campaigns – 2012 Vintage Riesling Launch featured Riesling of the day via social media – POS materials – Consumer Sweepstakes
- 23. MARKETING PROGRAMS A La Carte – Promotional Video $350.00 – Harvest in the Square $350.00 – Trade Industry Tasting Event $250.00 – Virtual Tasting Event $250.00 Total A La Carte $1,200.00 Basic Package $700.00 2012 Vintage Riesling Launch $1,250.00 (Includes basic package + all a la carte options) SAVINGS: $650.00
- 24. BUDGET 2012 Budget Revenue $ 167,500.00 Expenses $ 163,360.00 Total Profit $ 4,140.00 • 2013 Budget is being developed
- 25. BECOME LEVY CONTRIBUTOR Mail Levy Contributor Worksheet & Check (available online) – Levy Contributor Fee: Case Production: Fee: Less than 4,000 cases $1,000 (minimum) 4,000 to 20,000 cases $0.25 / case Over 20,000 cases $5,000 (capped) – Payment Options: Date Due % Due Option 1: January 15, 2013 100% due Option 2: January 15, 2013 50% due July 1, 2013 50% due
- 26. DUE DATES DUE JANUARY 15, 2013 • Levy Contributor Worksheet • Levy check in full or 50% if paying option 2 • Marketing Program Sign Up
Editor's Notes
- Wine Expos - Boston and NYC were the best of the three -NYC had most trade
- James Molesworth just announced last Friday on Twitter that the December 15 issue of Wine Spectator will have its first formal tasting review of Finger Lakes wines.
- Wine Submission ProgramThe Finger Lakes Wine Alliance will submit wines to the following magazines throughout 2013 based on its own submission calendar: Food & Wine, Wine Enthusiast, Wine Spectator, and Wine & Spirits. Wineries will receive a copy of the calendar and email notifications for upcoming submissions. All wine submissions will be dropped off or shipped to the Finger Lakes Wine Alliance office in Corning where it is then sorted and delivered to its respective magazines. Large group Finger Lakes wine submissions have been very successful in the past and are very effective in making a brand statement for the region. Finger Lakes Wine Alliance WebsiteAll levy contributors will be listed on the Finger Lakes Wine Alliance website as a levy contributor. The listing will include the name of winery, a link to the winery website, and winery contact information.
- Exclusive EventsThroughout the year the Finger Lakes Wine Alliance is contacted for a number of partner opportunities in which its member wineries could participate by having a table pouring wine. As a levy contributor, wineries will have full access to these exclusive event opportunities. Wineries would attend and pour their wines at exclusive events. Wine Donation EventsThroughout the year the Finger Lakes Wine Alliance is contacted for wine donations at large events which will promote the region in which only one person is needed to represent the entire region. Levy contributors can donate up to six bottles which will be available for these types of events. Virtual Tasting SeriesThe Finger Lakes Virtual Tasting Series consists of 4-5 media specific tasting events throughout the year which feature a specific varietal or style of wine. The virtual tasting will feature 6-8 wines (screening process) and host 8-10 qualified media representatives (screening process) from 8:00 p.m. – 9:00 p.m. streaming live from one central location over the Virtual Tasting Series channel on USTREAM and tweeted about using @flxwine and #FLXWineVT. There is no guarantee of media coverage. Each participating winery will receive a copy of the Twitter conversation thread for their files, notification of when article are published about the particular tasting and access to the video of the live tasting which can be shared via social media, email communications, and embedded in websites as educational pieces. Each tasting is divided into two flights with the wines being tasted dry to sweet. The tasting is lead by a moderator in order to keep the flow of the evening organized. Each winery is required to have one winery representative available to attend the tasting event whom is comfortable discussing the wine and answering basic questions about the region and winemaking. Each winery will have the opportunity to participate in one of the virtual tastings in the series by filling out a preference form which will indicate the interest they have in each tasting. The virtual tasting series will be advertised to consumers as an educational piece to learn more about a specific varietal or style of wine in the Finger Lakes.
- Wine ExposOver the last few years we have seen a growing interest for the Finger Lakes in New York City and Boston markets; which in turn, has resulted in media coverage, wine sales and increased visitation to the region. The Finger Lakes Wine Alliance will have cooperative Riesling themed tables at the Boston Wine Expo, New York Wine Expo, and Wine Enthusiast Toast of the Town NYC event this year. Wineries can submit wine to be poured by the Program manager at one or all of these events. The region has made great head way with Riesling and will continue to build on the brand at these tables by educating customers, trade, and media with knowledge about Riesling included on takeaway postcards, how sweet are you stickers, IRF scale, and the region in general. At the Boston and New York Wine Expo’s, Thomas Pastuszak, Wine Director at The Nomad in New York City and our Finger Lakes Wine Ambassador, will host a seminar on the Finger Lakes Cool Climate Growing Region which will include a tasting of varietals that are being recognized as standouts in our region. The seminar opportunity is open to all levy contributors, wineries do not have to sign up as an individual table or at the FLWA cooperative table to be considered for the seminar. Thomas Pastuszak will make the final decision on what wines to feature in the presentation.Boston Wine Expo | February 16-17, 2013FLWA Cooperative Riesling Table (8 wines needed) $200.00 per wineCool Climate Seminar, Thomas Pastuszak (8 wines needed) $300.00 per wineNew York Wine Expo | March 1-3, 2013FLWA Cooperative Riesling Table (8 wines needed) $200.00 per wineCool Climate Seminar, Thomas Pastuszak (8 wines needed) $300.00 per wineWine Enthusiast Toast of the Town NYC | May 2013FLWA Table (Wines for table determined by score*, 8 wines needed) $375.00 per wine* Wine has to have been reviewed by Wine Enthusiast Magazine. * Wine must have a score of at least an 85. * Top 8 wines (scores of 85 or higher) will be chosen for the table, if there is a tie for top scores, we will take the wine that has the highest average of the past two vintages of the varietal being poured.
- Additional Opportunities The following tasting events are not currently on the list of events the FLWA will be attending. The events will be executed if there is enough interest from the levy contributors to have representation in the Chicago and DC markets.Wine Enthusiast Toast of the Town Chicago | June 2013FLWA Table (Wines for table determined by score*, 8 wines needed) $400.00 per wine* Wine has to have been reviewed by Wine Enthusiast Magazine. * Wine must have a score of at least an 85. * Top 8 wines (scores of 85 or higher) will be chosen for the table, if there is a tie for top scores, we will take the wine that has the highest average of the past two vintages of the varietal being poured.Wine Enthusiast Toast of the Town DC |June 2013FLWA Table (Wines for table determined by score*, 8 wines needed) $400.00 per wine* Wine has to have been reviewed by Wine Enthusiast Magazine. * Wine must have a score of at least an 85. * Top 8 wines (scores of 85 or higher) will be chosen for the table, if there is a tie for top scores, we will take the wine that has the highest average of the past two vintages of the varietal being poured.
- Thomas Pastuszak EventsThomas Pastuszak, Wine Director at Nomad in NYC and named Best New Sommelier of 2012 in Wine & Spirits magazine will have a series of events in which he will be promoting the Finger Lakes region and its wines throughout the year. Wineries have the opportunity to pick from an a la carte list of options to participate. All wines for Thomas’s programs will be screened and chosen by him.Boston Wine Expo Cool Climate Seminar | February 16-17, 2013 $300.00/wineCool Climate Seminar, Thomas Pastuszak (8 wines needed). Wine for presentation is open to all levy contributors. Wineries do not need to have a wine table or wine at the Boston Wine Expo for consideration. Thomas will choose wine from those wineries interested in opportunity.New York Wine Expo Cool Climate Seminar | March 1-3, 2013 $300.00/wineCool Climate Seminar, Thomas Pastuszak (8 wines needed). Wine for presentation is open to all levy contributors. Wineries do not need to have a wine table or wine at the Boston Wine Expo for consideration. Thomas will choose wine from those wineries interested in opportunity.NYC Summer Tasting $000.00A small, intimate, tasting event with 10-20 New York City sommelier and industry guests featuring up to 12 Finger Lakes aromatic whites: Riesling, Gewürztraminer, and Chardonnay hosted by Thomas Pastuszak. Wines will be tasted blind. Event location and guests will all be coordinated by Thomas. All wineries interested in participating will submit up to three wines for consideration and Thomas will choose the wines he sees fit for the tasting. Thomas will provide feedback to individual wineries on outcome of tasting. If wine is chosen, winery will be billed accordingly.NYC Fall Tasting $000.00A small, intimate, tasting event with 10-20 New York City sommelier and industry guests featuring up to 12 Finger Lakes red vinifera: Cabernet Franc, Pinot Noir, and Lemberger hosted by Thomas Pastuszak. Wines will be tasted blind. Event location and guests will all be coordinated by Thomas. All wineries interested in participating will submit up to three wines for consideration and Thomas will choose the wines he sees fit for the tasting. If wine is chosen, winery will be billed accordingly. Bud Break Video $000.00 Harvest Video $000.00 Keynote Speaker- Cool Climate Trade Seminar (FLX Wine Month) $400.00Only wineries participating in the Finger Lakes Wine Month program have access to this event. Thomas will host a seminar which will explain the Finger Lakes Region, what it means to be a cool climate growing region, and include a tasting of the varietals that highlight the region. Thomas will pick wines from those wineries that are signed up for this option in the Finger Lakes Wine Month marketing program.
- Finger Lakes Wine MonthFinger Lakes Wine month is co-partner program with Finger Lakes Wine Country Marketing Tourism Association concentrating on consumer, trade and media promotion of Finger Lakes wines for the month of May throughout New York State. The concentrated focus of this program will be on trade and media education about the Finger Lakes and its wines through visits to the region throughout the month and a trade seminar. Finger Lakes Wine Country will help to coordinate media/journalist visits to the region including itineraries, meals, and accommodations. Wineries have the option of participating in the program entirely or the basic program plus any a la carte options.Finger Lakes Wine Month $1,250.00Includes everything in the basic package and all a la carte options. Basic Package $600.00Retail/Restaurant tastings organized and scheduled by winery and distribution for the entire month of May. Finger Lakes Wine Alliance will post events on calendar of events page on Finger Lakes Wine Month micro-site.Industry Kick Off Event| Tentative date: May 1, 2013: Grand tasting of Finger Lakes wines for trade, suppliers, business supporters, etc. *Participating wineries contribute to creating guest list by providing complete contact information for key people within these industries.#FLX Wine Hour | May 25, 2013: Virtual wine tasting hosted on Twitter featuring Finger Lakes wines (varietals which showcase our region the best). The goal of Finger Lakes Wine Hour is to get Finger Lakes wines in the glasses of consumer, media, and trade at the same time all over the country and get people talking. Wines samples will be sent out from the Finger Lakes Wine Alliance office to members of the media throughout the United States. Sample packs will include wine (winery provides), wine technical sheet (created by winery), and winery back ground sheet (created by winery) for each winery in the package. -- The number of wines in sample pack will be determined by number of participating wineries in the promotion. Wineries will be asked to provide shipping boxes for samples (size and number of boxes TBD based on winery participation)Inclusion on Finger Lakes Wine Month micro-siteInclusion in Finger Lakes Wine Month email campaignsFinger Lakes Wine of the Month featured wine of the day via social media. Post includes photo, wine description, and link to wine shop to purchase featured wine.POS materials for promotion of the program. Media/Journalist visits. Media/Journalists visits can not be guaranteed for every participating winery.
- A La Carte OptionsPromotional Video$350.00Videographer brought to region to capture bud break footage, interview winemakers at participating wineries, winery footage for promotional footage for the program.Cool Climate Trade Seminar | Tentative Date: May 18-20 or May 19-21$350.00 ?Trade guests will be invited to the region for a multiple day cool climate trade seminar in which guests will have first-hand experience of learning about the Finger Lakes region and its wines. Seminar will include a key note speaker presentation, site visits throughout the region, grand tasting of all participating wineries, meals, and accommodations. Large Consumer Tasting Event $350.00Large consumer tasting event featuring all participating wineries. Event will be on a similar scale to NYC Harvest in the Square event that is held every September.Virtual Tasting Event$250.00In addition to #FLXWine Hour, each participating winery can choose to participate in one of three virtual tastings offered throughout the month. Wineries will receive a signup form with participation preference for each tasting available and participation will be determined by this document. Each virtual tasting will feature 6-8 wines and host up to 24 media guests in each tasting. The media samples will include wine (winery provides), technical sheets for each wine (created by winery) and winery background information sheets (created by winery) for each winery included in the package. Wineries will be asked to provide shipping boxes for samples (size and number of boxes TBD based on winery participation)
- 2012 Vintage Riesling LaunchThe 2012 Vintage Riesling Launch is a trade, media, and consumer promotion of Finger Lakes 2012 Rieslings. The Riesling Launch will consist of multiple promotional efforts that target each of the three industry segments in New York State for the month of September. Trade (Retailers, Wine Bars, Restaurants)Retailers participating in the 2012 Vintage Riesling Launch will be required to host at least two in-store Riesling tasting events. Participating restaurants are required to serve at least three Finger Lakes Rieslings by the glass or host at least two Finger Lakes Riesling events. There is no cost for trade participants in the program. Trade participants simply fill out an online form and then receive POS materials for their establishment. Event planning and logistics for tasting events are the responsibility of the wine retailers, distributors, and participating wineries. The Finger Lakes Wine Alliance Program Manager’s responsibility is to assist in creating synergistic business relationship between retailers, distribution, and participating wineries. MediaA mix of 80 traditional and nontraditional wine journalists, writers, bloggers, and influencers will receive samples of Finger Lakes 2012 Vintage Rieslings to review during virtual tasting events (three virtual tasting events and Riesling Hour) or on their own time. Media samples will include wine, technical sheets, and winery background sheets for each winery included in the package. Wineries will be required to provide technical sheets and winery background sheets for the samples. It is very important to remember that media coverage cannot be guaranteed. Consumers It is highly recommended that wineries take advantage of scheduling in-store tasting events, restaurants tasting events, and participate in the large consumer tasting event in NYC (if this is a market that the winery wants to capture) as they all provide great exposure to the consumer market. Wineries also should feel free to host winery events that focus on Rieslings. Wineries have the option of participating in the program entirely or the basic program plus any a la carte options.2012 Vintage Riesling Launch $1,250.00Includes everything in the basic package and all a la carte options.Basic Package $600.00Retail/Restaurant tastings organized and scheduled by winery and distribution for the entire month of May. Finger Lakes Wine Alliance will post events on calendar of events page on Finger Lakes Wine Month micro-site.Industry Kick Off Event: Finger Lakes wine industry only event to kick of the launch and blind taste all of the wineries Rieslings that will be promoted for the month. Riesling Hour | September 28, 2013: Virtual wine tasting hosted on Twitter featuring Finger Lakes wines Rieslings. The goal of Riesling Hour is to get 2012 Rieslings in the glasses of consumers, media, and trade at the same time all over the country and get people talking. Wines samples will be sent out from the Finger Lakes Wine Alliance office to members of the media throughout the United States. Sample packs will include wine (winery provides), wine technical sheet (created by winery), and winery back ground sheet (created by winery) for each winery in the package. -- The number of wines in sample pack will be determined by number of participating wineries in the promotion. Wineries will be asked to provide shipping boxes for samples (size and number of boxes TBD based on winery participation)Inclusion on 2012 Vintage Riesling Launch micro-site www.rieslinglaunch.comInclusion in 2012 Vintage Riesling Launch email campaigns2012 Vintage Riesling Launch featured Riesling of the day via social media. Post includes photo, wine description, and link to wine shop to purchase featured wine.POS materials for promotion of the program. Consumer Sweepstakes: A consumer sweepstakes will be created in which a Riesling specific prize will be awarded. Sweepstakes allow us to create excitement for the vintage and also build our consumer mailing database.
- A La Carte OptionsPromotional Video$350.00Videographer brought to region to capture Riesling vineyard footage, winery building shots, Riesling bottle shots, interview winemakers at participating wineries, and footage for promotional footage for the program. Video will also be used on 2012 Vintage Riesling Launch micro-site, Finger Lakes Wine Alliance website, social media, and email campaigns. Harvest in the Square $350.00Harvest in the Square is an annual, fall foilage food and wine consumer tasting event at Union Square Park in New York City. Harvest in the square features the hottest and most popular chefs in the Union Square district paired with NYS wines and beers for a delicious tasting event. The event sees 1,000 + consumers with ticket prices at $125 for general admission or $400 for VIP. The Finger Lakes Wine Alliance is a sponsor of the event and is guaranteed clear marketing of the Finger Lakes 2011 Vintage Riesling Launch, signage at the event, and inclusion in all marketing initiatives. Following Harvest in the Square, the FLWA will host an “After Party” for all wineries and trade that are in attendance at the event to provide further networking opportunities for wineries and trade. Trade Industry Tasting Event $250.00Trade exclusive walk around tasting of participating wineries 2012 Vintage Rieslings. Wineries will have the opportunity to pour their Rieslings at the event. The industry tasting will likely be in New York City the day before or day after Harvest in the Square for convenient scheduling purposes. Virtual Tasting Event$250.00In addition to #FLXWine Hour, each participating winery can choose to participate in one of three additional virtual tastings offered throughout the month. Wineries will receive a signup form with participation preference for each tasting date. Taste dates and events TBD. Each virtual tasting will feature 6-8 wines and host up to 24 media guests in each tasting. The media samples will include wine (winery provides), technical sheets for each wine (created by winery) and winery background information sheets (created by winery) for each winery included in the package. Wineries will be asked to provide shipping boxes for samples (size and number of boxes TBD based on winery participation). Some virtual tastings may require a winery respresntative