1. Kick-Off Meeting
August 7, 2013

2.  Trade (T)
 New York State Only
 Media (M)
 National
 Consumers (C)
 International
 * Indicates new for 2013

3.  Packages
 Marketing
 Trade & Media
 Distribution Communication
 Sweepstakes
 Harvest in the Square
 Wine Riot
 Festival of Food
 Tasting Events
 POS Materials
 Action Items

4.  Full Package*
 Retail/Rest tastings, Industry Kick Off Event, Riesling Hour,
Microsite, Email Campaigns, Social Media Riesling of the day,
POS, Consumer Sweepstakes, Promo Video, Harvest in the
Square, Trade Industry Tasting Event, Virtual Tasting Event.
 Basic Package*
 Retail/Rest tastings, Industry Kick Off Event, Riesling Hour,
Microsite, Email Campaigns, Social Media Riesling of the day,
POS, Consumer Sweepstakes
 A La Carte: Promo Video, Harvest in the Square, Trade
Industry Tasting Event, Virtual Tasting Event

5.  Web
 RieslingLaunch.com
 Winery Information Center Page*
 Password: winery
 Video
 Facebook Ads
 Social Media
 Email
 Consumer
 Trade
 Sweepstakes
T, M, C

6. September 3-30, 2013
 Listing on the Home Page of Riesling Launch website
 Direct URL link to website with wine feature and/or event listing
 Inclusion in all applicable geo-targeted consumer email blasts.
 Mention on FLX social media pages (Twitter and Facebook).
 Free POS
Retailers (7 to date)
 Host two Finger Lakes Riesling Tastings
Restaurants and Wine Bars (1 to date)
 Serve three Finger Lakes Riesling by the glass OR
 Host two Finger Lakes Riesling Events *
T, C

7.  75-100 Journalists—63 to date
 Screened
 Request samples for one of four
virtual tastings
VIRTUAL TASTINGS*
 9/5/13: Live USTREAM at Glenora
 9/11/13: #Winechat
 9/16/13: Live USTREAM at Glenora
 9/28/13: Riesling Hour
M, C

8.  Distributor & Winery Conference Calls
 Tasting Events
 Online Event
Submission
 One Sheeter
 POS
 Sales Incentive Program
T, C

9.  Sweepstakes: August 28th - September 28th
 Wineries create an Ultimate Riesling Experience
 Winner drawn during Riesling Hour
 Winner and three friends pick favorite winery to
redeem The Ultimate Riesling Experience.
C

10. Tuesday, September 17, 2013 6:00 p.m. – 9:00 p.m.
Union Square Park
 FLWA Sponsorship same as last year
 Wineries paired with chef
 Increases Riesling Launch footprint
 Food pairing enhances Riesling experience
T, C

11. Friday & Saturday, September 20-21, 2013
FRI: 7 PM – 11PM | SAT: 1PM – 5 PM & 7 PM – 11PM
69th Lexington Armory—Gramercy Park
• Two FLWA tables featuring 15 Rieslings
• 1 case per winery
• Volunteers for shifts
C

12. Monday, September 16, 2013 6 PM – 9 PM
Rochester Public Market
 Recommended Event—FREE (Not an FLWA sponsorship)
 Largest tasting event in Rochester. Benefits Food Bank.
 Synergy with NY Wine Spotting (Michael Warren Thomas)
 1,200-1,400 attendees
 Deadline August 16, 2013
 Logo & 1-2 sentences about winery or wine T, C

13. Industry 2012 Vintage Riesling Tasting
Wednesday, August 21, 2013, 6:00 p.m. – 8:00 p.m.
Wagner Vineyards on the deck
 RSVP by 9/16/13 on Event Brite & $10 donation at door
 Blind tasting 2012 Rieslings. Bring more to share.
 Riesling Industry Event Form due 9/16/13
Industry Tasting at Hearth Restaurant
Wednesday, September 18, 2013, time TBD
Hearth Restaurant, NYC
 Feature 15 wineries
 Small trade & media crowd invited
T

14. Virtual Tastings*
 Tech Sheet & Winery Information Sheet Required
 Amount of Riesling for media samples determined next week
 Thursday, September 5, 2013 | LIVE USTREAM & Twitter at Glenora
8:00 PM - 9:00 PM EDT . 6-8 wineries
 Wednesday, September 11, 2013 | #Winechat
9:00 PM - 10:00 PM EDT. 6-8 Wineries
 Monday, September 16, 2013 | LIVE USTREAM & Twitter at Glenora
8:00 PM - 9:00 PM EDT. 6-8 wineries
 Saturday, September 28, 2013 | Riesling Hour
6:00 PM - 10:00 PM EDT . All 19wineries.
T, M, C

15. Winery On-Site Events
 Capitalize on existing tasting events
 Event Submissions Online
 New tasting events
 Specials & Deals
T, M, C

16. T, M, C

17. T, M, C

18. T, M, C

19. Side 1 Side 2
T, M, C

20.  Winery Information Center Page, Password: winery
FORMS/ ITEMS DUE
 2012 Vintage Riesling Launch Winery Virtual Tasting Sign Up Form
 Ultimate Riesling Experience Sweepstakes Form
 Harvest in the Square COL
 RSVP 2012 Vintage Riesling Launch Industry Tasting
 2012 Vintage Riesling Launch Industry Tasting Riesling Form
EMAIL
 Updated 2012 Riesling photos to fingerlakeswinealliance@gmail.com
TO DO
 Work with distributors
 Post Riesling Launch logo on website
 Include in consumer emails—events, Riesling Hour
 Facebook and Tweet (#flxwine) about Riesling Launch