1 Finding New Markets for Your Wines Keynote Address Robin Pollard Executive Director, Washington...

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Finding New Markets for Your Wines Keynote Address

Robin PollardExecutive Director, Washington Wine Commission

Record Acclaim • 164 Washington wines received 90+ points from the Wine Advocate

• Ted Baseler named one of five “Persons of the Year” byWine Enthusiast

• Dick Boushey named “Grower of the Year” andLeonetti Cellar named “Estate Winery of the Year” by Wine & Spirits

• Long Shadows Vintners named “Winery of the Year” by Food + Wine

• Bob Betz named “Winemaker of the Year” by Sunset Magazine

• 4 Washington wineries named to “Top 100 in the World” byRobb Report• Andrew Will Winery• DeLille Cellars• Quilceda Creek Vintners• Leonetti Cellar

Washington Wine Sales

• Total domestic wine sales in 2006 –5,366,000 cases(sales direct-to-consumers, distributors, retailers and restaurants)

• International sales of Washington wines –135,000 casesCanada – 26,000 cases

Japan – 11,000 cases

South Seas – 23,000 cases

All other Asian markets – 36,000 cases

All other markets – 38,000 cases

Source: 2007 USDA NASS Winery Survey (most recent)

Outpacing the WorldWine Origin Dollar Value % Change Share Volume % Change Share

All Table Wine $4,284,465,376 7.6 100.00% 62,785,076 3.9 100.00%

Domestic Table Wine $3,204,363,037 7.9 74.80% 49,750,815 3.7 79.20%

California Table Wine $2,901,837,567 7.1 67.70% 46,563,127 3.1 74.20%

Washington Table Wine $191,874,716 22.2 4.50% 1,923,147 19.3 3.10%

Oregon Table Wine $30,645,077 -0.6 0.70% 196,636 -13.6 0.30%

Other Domestic Table Wine $80,005,677 NA 1.90% 1,067,905 NA 1.70%

Australian Wine $426,716,771 2.7 10.00% 5,578,611 4.4 8.90%

Italian Wine $329,556,345 6.6 7.70% 3,869,942 3.4 6.20%

French Wine $100,384,875 4.0 2.30% 964,313 0.6 1.50%

Chilean Wine $64,180,272 3.6 1.50% 956,127 -4.1 1.50%

German Wine $52,488,084 13.9 1.20% 573,321 6.9 0.90%

Spanish Wine $29,940,996 19.8 0.70% 277,720 14.6 0.40%

Argentine Wine $23,929,324 25.2 0.60% 322,777 17.4 0.50%

New Zealand Wine $31,311,789 36.6 0.70% 236,759 32.7 0.40%

Source: Nielsen scan data, 52-week period ending 12/15/07

Bucking the Domestic Trend

Source: Nielsen scan data

2007 Value % Change

Value Share 0 to 5% 5 to 10% 10 to 15% 2006 Value % Change Trend

All Table Wine 100.0% +6.7% +7.6%

Domestic Table Wine 70.1% +6.4% +7.9%

California Table Wine 64.3% +5.9% +7.5%

Washington Table Wine 3.8% +17.0% +13.0%

Oregon Table Wine 0.7% +0.3% +4.9%

Texas Table Wine 0.3% +7.3% +18.1%

North Carolina Table Wine 0.2% +10.7% +27.1%

Indiana Table Wine 0.1% +17.8% +24.5%

Ohio Table Wine 0.1% +17.6% +11.2%

Weathering the Recession

Source: Nielsen scan data

Value % Change vs. Year Ago Volume % Change vs. Year Ago

52-week periodending 10/20/07




All Table Wine +7.2 +4.6 +3.8 +1.2

$0 - $2.99 -0.2 -1.7 -0.9 -2.3

$3 - $5.99 +4.9 +1.8 +4.1 +1.3

$6 - $8.99 +3.8 +0.6 +4.3 0.0

$9 - $11.99 +11.1 +8.0 +9.9 +6.0

$12 - $14.99 +16.5 +13.8 +15.3 +12.0

$15 and up +15.6 +11.8 +14.1 +9.9

To “Green” or not to “Green”…


Value % Change

Volume % Change

All Table Wine +6.8 +3.5

All Organic Foods and Beverages

+26.0 NA

Organic Wines +29.1 +26.8

Through Rosé-colored glasses…


Value % Change

Domestic Rosé ($8 or more) +53.2

Miami DMA +89.4

Seattle DMA +86.6

New York DMA +75.2

San Francisco DMA +39.4

Looking ahead

Now what?

• Washington State still only has a 7% share of the domestic wine market

• Projecting a 5% increase in production of the next5 years

• Striving for a 10% share of the domestic 750ml market by 2011

Washington Wine Commission

Represents:

• All bonded wineries in Washington• All wine grape growers in Washington

Mission statement

To achieve global recognition for Washington State as the premier wine producing region of the world


Program Overview

Six strategies

• Domestic consumer marketing• Reaching out to the wine trade• Strengthen the commitment and unity of the industry• Increase awareness of the industry’s economic impact• Foster viticultural and enological research• Encourage professional development


Program Overview

Key metrics

• Increased consumer awareness of Washington wines• Increased media coverage of Washington wines• Increased sales of Washington wines in target markets• Increased traffic to the Wine Commission website


Administrative Team

Robin Pollard, Executive Director

Matt Sullivan, Chief Financial Officer

Jayne Cain, Office Manager


Marketing Team

Chris Stone, Marketing Director• All domestic marketing programs• Taste Washington• Wine Commission Website

Madeline Dow, Senior Marketing Manager• Domestic marketing programs• Washington Wine Restaurant Awards• 20something - The New Vintage


Marketing Team (cont.)

Moya Shatz, Events Manager• Trade and consumer events• Taste Washington• 20something - The New Vintage

Lily Huynh, Export Manager• Export marketing programs• Washington State Wine Experience• Japanese Deluxe Tour


Wine Education

Shayn Bjornholm MS, Education Director• Domestic trade relations• Road Trip Washington Wine


Communications Team

Gary Werner, Communications Director• All communications programs• National and international trade media relations• National travel and lifestyle media relations

Ryan Pennington, Senior Communications Manager• Close-in media relations• Industry and community relations

Communications Coordinator (vacant)• Media relations support• Database management• Event support


Activities and Opportunities

Japanese Deluxe Tour (in-bound incentive program)• September 13 - 20, 2008

Denver Trade Tasting• September 15, 2008• Coors Field, Denver, CO

Road Trip Washington Wine (in-bound trade FAM tour)• September 28 - October 1, 2008

Cornucopia• November 6 - 10, 2008• Whistler, BC


Activities and Opportunities (cont.)

Taste Washington in Austin• January, 2009

London Trade Tasting• January, 2009

Taste Washington in Tokyo• February, 2009

Montreal Trade Tasting• March, 2009

Phoenix Trade Tasting• Spring, 2009


Activities and Opportunities (cont.)

Quebec Media Tour (in-bound media tour)• April, 2009

Taste Washington in Seattle• April 4 - 5, 2009• Bell Harbor International Conference Center

and Qwest Field Event Center

Washington State Wine Experience• May 3 - 7, 2009

London Wine Fair• May 12 - 14, 2009


www.washingtonwine.org

• Winery and vineyard profiles• Regional and appellation profiles• Personalized interactive mapping feature• Event listings• Industry facts and history• Wine 101• Links and resources

1 Finding New Markets for Your Wines Keynote Address Robin Pollard Executive Director, Washington...

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