A data-driven online strategy with offline tactics to increase Stellar Organic Winery's sales of South African wine to the US market (November 2009).

1. Stellar Organic Winery
Online/Offline
Strategy for US Market

2. Two Segments
Consumer Industry
• Conscious Consumer • Buyers
o Care about ethics of brand o Whole Foods Market
o Care about eco issues o Earth Fare
o Care about social impact of • Distributors
products they consume o Triton
• Enthusiasts o Vinnovative Imports
o Spread the word • Influencers
o Willing to try something new o Wine enthusiasts
o Early adopters of new products o Fair trade community
• Super Fans  Fairtrade
o What we want to create  Transfair USA
o If they love it, they will share it
and stay loyal

3. US Wine Market Profile
More Americans are drinking wine BUT two thirds still don't drink wine, they have
historically bought imports or premium but economy has forced a change to
domestic and 'affordable luxury' ranges
• 35% of Americans were drinking table wines by 2008
• Market expected to grow by 2.1% in 2009
• Fairtrade – speaks directly to conscious consumers, especially human rights
elements
• Organic – market continues to grow at rate of approx. 18% annually, Washington
state and Oregon consumers buy greenest (OTA); Whole Foods leads retailers
• Losers
o expensive imports
o bars as people opt to drink at home
• Economy
o has made alcohol a 'culinary enhancer' NOT an intoxicator
o people entertain at home so the experience around drinking wine is more
personal and quality-driven
• Recent change to law
o direct-to-consumer shipping = boost to online sales

4. Target Consumer Profile
Demographics Online
• Millenials: 21-30 years old • Facebook – approaching 70% drinking
o Open to trying new types of wine, age users, 21+
including New World and eco- o Millennial: 25-34 age group has 101.5%
friendly
o Progressive growth rate;
o Want to help those in need and o Friends = Family
make the world a better place o Boomers: part of 35-54 age group with
o Assume technology 276% growth on FB and doubling every
o Friends = Family two months; 55+ age group has194.3%
• Boomers: 54-62 years old growth rate; women in
o Highest consumers of table wine
(41% )
• Twitter – 28% of users in $30K to $60K
o More disposable income income brackets
o More leisure time o Millennial: 18-34 make up 47%,
o Interested in heart-health benefits o Boomers: 50+ make up 21%,
of wine
o Are embracing technology and
using in greater numbers

5. Facebook Statistics – iStrategy Labs

6. US 18+ Social Network Site Usage

7. The Big Idea - Stellar Moments
• People online live their lives offline
• Connect the Stellar brand to very human moments of life, laughter,
memories, celebration, online and offline
• Define a life moment then add the ingredients that make it a 'Stellar
Moment’:
o eg: family, friends, good food, good wine, organic, Fairtrade, teamwork,
embracing new practices
o Add value to the moments by highlighling the Organic, Fairtrade, Eco-
concious ethics of the Stellar brand
• Affordable luxury to be enjoyed with friends and family, knowing
that every bottle is also about best practice in production methods,
employee relations and business ethics

8. Consumer Opportunities
Online Offline
• Use Twitter to announce • Identify or create
wins opportunities to meet
• Connect specific wines to prospective consumers so
moments, e.g. Talk about they can taste the wine and
organic farming methods in hear the Stellar story in the
the run up to Earth Day company of like-minded
• Use Facebook Fan page to people
share staff and customer • Use opportunities to get
Stellar moments online contact details and
• Talk about Stellar ethics share Stellar’s online
and the Stellar story presence details
• Follow up online
• Announce local offline
events

9. The Big Idea in Action: Clarendon, Arlington
• Demographics: majority 21-40, own home with value of $500k+,
73% born in another state, higher than Arlington County
average education attainment, majority in management
occupations
• Whole Foods – stocks Stellar and has tasting events for other
products, especially Friday evenings, Sunday afternoons
• Best Cellars – host regular wine tasting events, opportunity to
tell the Stellar story to prospective consumers
• Make the connection offline through these distributors and use
the opportunity to invite consumers online to main Web site
and Facebook/Twitter pages

10. Industry Opportunities - Online
• Begin reading and following Influencers (Graperadio.com)
• Find Opportunities to feature Stellar (Whole Foods blog)
• Leverage existing relationships (i.e. Fairtrade)
• Build relationships (TransFair USA)
• Create content to feature Stellar on influencers website and blogs
(Fairtrade YouTube channel)

11. Industry Opportunities - Offline
• Attend and Feature Stellar at Fairtrade events across
U.S.
• Connect with distributors to create in-store events
• Partner with Whole Foods and Earth Fare for in-store
events to feature a “Fairtrade Menu”, showcase: wine,
chocolate and cheese

12. Connecting the Dots
• New Web site needs to mention FB and Twitter presence
• Cross-pollinate: if you Tweet it, Facebook it and make sure it redirects
to the Web site and relates to an offline experience/event where poss.
• Encourage people to share their Stellar moments via SM tools
• Create content to share with target audiences, via influencers, Stellar
website and social media tools (e.g. Whole Foods blog, Graperadio)
• Add a Stellar Moments tab, with staff stories, which don't have to be
about drinking Stellar but maybe about the team work or care that
goes into producing a bottle or reasons to celebrate - Heaven on Earth
wins Gold at The Biofach 2009 International Organic Wine Awards,
sharing helps to create a connection /emotional proximity between
consumers and the brand
• Create a “Stellar in Your City Tracker” to provide updates on where
Stellar can be found now and the markets it is ‘coming soon’ to

13. Connecting the Dots
Three step process

14. Connecting the Dots

15. Measurement – Free Tools

16. Measurement – Paid Tools

17. Created by:
Jacqueline Sibanda, Africa Fellow
Jacqueline Titus, Sustainability Fellow