4. 4
The Great Alan Freed
THE DISC JOCKEY WHO
COINED THE PHRASE “ROCK ’N’ ROLL”
discussion / contents page
Welcome 2
Every Picture Tells a Story 7
Crossroads 33
PART I: CROSSROADS
7. 7
We need to go
―wayback‖ in
time to catch
the beginning
of our story
Michael J. Fox in
the movie
Back to the Future
8. 8
"Sorrow can be alleviated by
good sleep, a bath and a glass
of good wine."
St. Thomas Aquinas
Noted Theologian, Raconteur of
White Wine, Mead, and a bunch of other stuff
9. 9
OOPS!
We don’t need to go that far
back in time, Marty. Let’s try
again to get it right this time.
Sherman
Christopher Lloyd
Michael J. Fox
16. 16
FDR, a noted lover of a nice
Madeira, is sworn in as the 32nd
President of the United States
17. 17
The GREAT
Robert
Johnson is at
the PEAK of
his career and
is almost
finished
“inventing” the
modern
musical genre
to become
known as the
Blues.
No one really knows, but we suspect Mr. Johnson’s favorite wine was the highly rated
Chateau Coutet, Barsac, 1934 which, unfortunately, was not always easy to find on the
dusty roads of rural Mississippi and Texas
18. 18
The movie “King Kong” opens to rave reviews in
New York City on March 2, 1933
Ms. Wray was known to like
French wine. Might we suggest a
vintage 2004 California Cabernet
instead?
Mr. Kong, however, was
known to drink anything
he could find that wasn’t
nailed down! Such a pity.
20. 20
Mr. president, might we recommend a luscious Sonoma County Chardonnay to go
with that book on a sun filled Sunday afternoon. Your dog can drink,
well…whatever
―Outside of a dog,
a book is a man's
best friend. Inside
of a dog it's too
dark to read.‖
The movie Duck Soup is released and Rufus
T. Firefly is named fictional president of
bankrupt ―Freedonia‖
Groucho Marx
22. 22
Long before
Hannibal Lechter
uttered his
endorsement of the
pairing of liver and
fava beans, Great-
Grandma was
known to favor a
nice Chianti‖
―Look at Granny’s picture and tell me it
doesn’t makes you think of flying monkeys.‖
RockDoggie
23. 23
Few realize that
a NEW age is
DAWNING
How about a
―refreshingly sweet‖
yellow tail pink
moscato or a ―light
and lively‖ sweet
white roo and leave
the Chianti to me?
26. The 3-tier System
regulating the
manufacture,
distribution and
sale of wine, spirits
and beer in the US
is introduced
26
―Once, during Prohibition, I
was forced to live for days on
nothing but food and water.‖
RockDoggie
doing his best imitation of WC Fields
27. GREAT-GRANDPA OPENS THE FIRST
RETAIL PACKAGE STORE
27
And a Rockin
good time was
had by all!
28. AND THEN IN A TIME OF
GREAT ANTICIPATION…
28
“Wait for it…”
RockDoggie
33. More popular than
ever, with more
choices being offered
to the consumer, wine
has increasingly
become an important
part of the national
lifestyle
33
In many respects the wine industry has
reached a crossroads
―Crossroads‖ Catch the
reference? Ha!RockDoggie
34. • The fundamental
consumer base has and
will continue to change.
• There has been a
sustained shift in
consumption patterns
away from bars and
restaurants and more
towards at-home
consumption.
34
The Crossroads
Source: Beverage Information Group
Trends Driving Change
35. • Core wine drinkers are those who drink wine
daily, several times a week or about once a
week
• While marginal drinkers are those who drink
wine less often than weekly—the greatest
number of whom drink wine two to three
times a month.
• In 2010, marginal wine drinkers represent 31
million U.S. adults, making the total number
of U.S. wine consumers 77 million.
35
Source: Wine Market Council Estimate
The Crossroads
Trends Driving Change
36. • According to the Wine Market Council, the U.S.
market gained 71 million cases in total table wine
sales during the first full decade of the 21st
century; creating the most transformative 10
years of positive change since the 1970s.
• In 2000, 57 percent of all U.S. wine drinkers
were marginal wine consumers, but today the
core and marginal proportions have reversed.
36
―In my humble opinion, this one of the most positive
signs of acculturation if there ever was one!‖
RockDoggie
Trends Driving Change
The Crossroads
38. 38
• Part of that growth in
off premise
consumption is due to
the fact that
“occasions”—events
worth purchasing or
opening a bottle of
wine for—are
increasing in
popularity.
Source: Wine Market Council Estimate
The Crossroads
Trends Driving Change
39. • Consumers are
finding more
reasons to
“celebrate” with a
bottle of wine or
drinking more wine
when a bottle is
opened.
39
Wine Market Council Update on Jan. 18, 2013
The Crossroads
Trends Driving Change
40. 40
Domestic
table wines
in 2012
were a
major driver
of the wine
market,
accounting
for 67.9
percent of
total wine
volume. “A little class would be good for my image.
Don’t you think?”
RockDoggie
The Crossroads
41. • Of all wine drinkers, 57
percent are now
considered “core” wine
drinkers, and they account
for 25 percent of the
United States’ adult
population.
• This represents a major
shift in repeat purchasers
and adds to the promise
of a brighter future.
41
Demos
Core
NON-
CORE
Wine Market Council Update on Jan. 18, 2013
The Crossroads
Trends Driving Change
42. 42
• This group consumes an astounding 93 percent of
the 175 million cases of wine sold off-premise
last year.
• Most importantly, data shows price points
increase dramatically when wine is enjoyed with
friends
42
Wine Market Council Update on Jan. 18, 2013
The Crossroads
Trends Driving Change
43. • The point is that our base of regular wine
consumers is not the same as it was even 10
years ago.
• And there is nothing on the horizon that suggests
this expansion will not continue for the
foreseeable future.
• In our view, the marketplace has never been filled
with more opportunity.
• It is also evident that powerful market forces are
at work that are changing virtually every aspect
of our business.
43
The Crossroads
Trends Driving Change
44. 4444
Market forces such as the
economic drivers of production;
the distribution system is under
pressure to adapt to new
methods of reaching customers;
the pace of retail technological
and innovation is accelerating at
an astounding rate; as people
view wine differently, new legal,
political, cultural norms and the
forces of globalization are
unleashing pressures to embrace
change.
Insert your own snide
comment here
RockDoggie
The Crossroads
Trends Driving Change
46. "Making wine - that's the easy part.” "It's selling it
that's hard."
Dario Sattui
Sattui Winery
Napa Valley, California
46
Crossroads – Part II
Le Raison d'être
47. • The wine business today has become a high-
stakes, high-risk, high-profile environment that is
filled with uncertainty, ambiguity and
opportunity.
47
Crossroads – Part II
Le Raison d'être
48. • The next five or 10 years are going to be even more intensely competitive
than the past 10. More than ever success will require every one in
business to get the “Rock On.”
48
Crossroads – Part II
Le Raison d'être
“So do we!”
RockDoggie
49. • We have to accept the fact that business
is only going to get weirder, tougher, and
more turbulent.
49
The speed of change in the wine
business is being accelerated and
many of the traditional economic
drivers of our business and being
forever altered.
Crossroads – Part II
Le Raison d'être
50. • Many of Napa's
winemakers are in
the throes of a
classic market
disruption. They
can't go
backward, and
the way forward
is still largely
unknown. The
only certainty is
that they can't
stay where they
are!
50
"Wineries that need to move
inventory have gotten desperate.
Direct-to-consumer sales are
becoming more critical.‖
Peter Mondavi Jr.
President
Charles Krug Winery
Crossroads – Part II
Le Raison d'être
51. • It turns out that both men and
women view wine as a high risk
purchase.
• They want to avoid being
embarrassed in front of
business associates or friends.
51
Source: Emerald Group
Crossroads – Part II
Le Raison d'être
52. • Both men and women manage
the risk by getting information
at the point of purchase—
which is where 70% of the
purchase decisions are made.
52
Source: Emerald Group
Crossroads – Part II
53. 53
Walk into just about any wine
shop or grocery store and just
look at the shelves stocked
full, and row upon row of
open crates; each crate
plumped with a dozen bottles
of the same wine.
Many of the wines, most
even—are unknown to the
typical consumer, at least as
far as the producer was
concerned, and much too
often even more than that.
―I cannot take your call right now, but if it’s an
emergency, white with fish and red with meat.”
Alexis Bespaloff’s legendary
answering-machine message
Crossroads – Part II
Le Raison d'être
54. • Most of our messaging as an
industry is traditionally geared
toward men.
• Yet, 80% of wine buyers are
women.
54
Source: Emerald Group
Crossroads – Part II
Le Raison d'être
55. • The sources of information
tend to differ, however, for
men and women.
• Men have a stronger tendency
to read reviews and even
books.
• Whereas women will look
more closely at the labels and
shelf tags.
55
Source: Emerald Group
Crossroads – Part II
Le Raison d'être
56. 56
When I walk into a
store I like all the
pretty labels to pick
from. Its how I know
they like me! They
really like me!
RockDoggie
Crossroads – Part II
Le Raison d'être
57. • Its not surprising
then that Brands
with eye-catching
names, and some
with themes aimed
at women
consumers
dominated the Top
20 New Brands of
2012 as picked from
off-premise sales
data.
57
Source: Symphony IRI Group
Crossroads – Part II
Le Raison d'être
58. 1. Skinnygirl,
2. Be,
3. Bella Bottle,
4. Acronym
5. Macaron
6. Fancy Pants
7. Thorny Rose
8. Wine Sisterhood
9. Flirt, and
10. Ooh La La
58
―Another sign that the SUBSTANCE of the industry’s
messaging is really connecting with consumers. My
personal favorite is Artisan Vintner’s Guild‖
RockDoggie
TOP TEN NEW BRANDS
Source: Symphony IRI Group
Crossroads – Part II Le Raison d'être
59. Is it any wonder, then, that more than
a third of all wines sold in America
are purchased at grocery stores at a
price point typically under $12.00?
Crossroads – Part II
Le Raison d'être
60. • It is also a fact that when
consumers find a toothpaste or a
soda they like, they stick with it.
The same is not true for wine.
60
―We can learn a lot by
studying other industries
and other retailers‖
From the Wisdom of RockDoggie
Crossroads – Part II
Le Raison d'être
61. 61
• With thousands
of wines to
choose from and
with wine being
more of an
adventure than
other
products, consu
mers are willing
to try different
brands much
more frequently.
Crossroads – Part II
Le Raison d'être
62. • In fact, with so many brands, it is often difficult
for the consumer to remember the name of the
brand they liked.
62
Crossroads – Part II
Le Raison d'être
“We can learn a lot by studying
other industries and other
retailers”
From the Wisdom of RockDoggie
63. 63
• Consumers will,
however, stick with a
retailer that helps them
get the right wine for
the occasion.
Crossroads – Part II
Le Raison d'être
64. 64
• While consumers
have lower loyalty
to the wines them-
selves, they have
strong loyalty to
their wine retailer.
Crossroads – Part II
Le Raison d'être
66. 66
We have created Wine
RockStars™ and
www.rockingoodwines.com
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,
Co-founder
Wine RockStars, LLC™
67. 67
“Like the railroads at the dawn
of the automobile age…”
67
We would like to
leave you with this
question?
Buster Keaton in “The General?
68. 68
“…do you want to be
left standing at the
side of the
road, waiting for
something to
happen…”
Charlie Chaplin and Edna Purviance in “The Tramp”
69. 69
Or do you want to be at the
helm, steering your way
through the changes
reshaping our industry?
70. 7070
You have already been very generous
with your time. Please take a few
additional minutes to review the
information being sent to you
separately via e-mail.
We hope that you look on our program
with favor and are available to answer
any questions and to discuss your
potential participation with Wine
RockStars, LLC™.Kathleen Homyock
Director of Marketing
Co-founder, RockStars of Wine, LLC
kathleen@rockingoodwines.com
(Mobile) 440-263-3124
