OREGON WINE BOARD UPDATE · May 10 – Dr. Richard Smart Canopy Management and Trunk Disease...

OREGON WINE BOARD

UPDATE

Oregon Wine Symposium

Feb. 24, 2016

TOM DANOWSKI

Executive Director

WINE TOURISM

CONSUMER MARKETING

TRADE MARKETING

MEDIA RELATIONS

INDUSTRY EDUCATION

TECHNICAL RESEARCH

OREGON WINE BOARD PRIORITIES

HIGH FREQUENCY HIGH END

CONSUMER RESEARCH

• Increased awareness, quality perception and availability remain major opportunities for Oregon wine

• Retail and restaurant staff recommendations are key influencers

• Familiarity with or prior visitation to a region is a major purchase driver

• Experience with Oregon wine in home market drives visitation to Oregon

WINE OPINIONS RESEARCH: KEY TAKEAWAYS

MARIE CHAMBERS

VP Finance and Administration

JESS WILLEY

Marketing Manager

WINE TOURISM

CONSUMER MARKETING

TRADE MARKETING

MEDIA RELATIONS

INDUSTRY EDUCATION

TECHNICAL RESEARCH


OREGON WINE COUNTRY TOURING GUIDE

OREGON WINE COUNTRY TOURING GUIDE

REMINDER!

Review your Tasting Room profile for accuracy – deadline Mar. 1

Order guides for your tasting room – deadline Mar. 11

OREGON WINES FLY FREE

REMIND YOUR CONSUMER

AUDIENCES THAT

OREGON WINES FLY FREE!

See the Marketing Toolkit for resources and ideas at

INDUSTRY.OREGONWINE.ORG

Not enrolled? Visit the Toolkit to signup

WINE TOURISM

CONSUMER MARKETING

TRADE MARKETING

MEDIA RELATIONS

INDUSTRY EDUCATION

TECHNICAL RESEARCH


OREGON WINE MONTH OBJECTIVES

1. Build the Oregon wine brand with consumers

2. Encourage a swell of trade support

3. Create a platform for winery programs

OREGON WINE MONTH 2016

OWM 2016: BUILD BRAND WITH CONSUMERS

MULTI-CHANNEL

Print, online, radio, social

MULTI-STATE

Oregon and Washington

TARGETED OUTREACH

High end wine consumers

BROAD EXPOSURE

Mid-March to end May


It’s Oregon Wine Month! We’re celebrating with 2-for-1 tastings all month long. Cheers!

4x6 table tent / bar top sign

Posters and case cards

Skewer cards

Bottle neckers

Customizable templates

THREE THINGS TO DO NOW

Order printed materials for your tasting room before Mar. 11

Alternately, download and print directly from the Marketing Toolkit

Tell your audiences (social, e-news) that Oregon Wine Month is coming… and what you’re doing to celebrate

Grab the logo/graphics from the Toolkit to enhance your message

Submit photos to be considered for the Oregon Wine Month social media campaign


OREGON WINEMAKER WEDNESDAYS FEATURED IN

ADVERTISEMENTS

DISPLAY CONTEST AT KEY CHAIN RETAILERS

AC

CO

UN

TS

OWM 2016: ENGAGE THE TRADE

ON PREMISE OFF PREMISE

“REP OF THE YEAR” COMPETITION

IPNC TICKET INCENTIVE

“REP OF THE YEAR” COMPETITION

IPNC TICKET INCENTIVE

DIS

TR

IB

UT

OR

S


Share the programming and materials for Oregon Wine Month with your distributors

Set a sales goal for May (or Q2) for your distributor

Bonus: Make it bigger by joining forces with other Oregon wineries!

Talk to your top accounts to set up retail tastings, features at wine bars, by the glass specials and dinners at restaurants

Bonus: Submit these events to the consumer calendar!

OWM 2016: ENGAGE THE TRADE

• All OWM consumer communications point to OREGONWINEMONTH.ORG

• #1 page visited during Oregon Wine Month 2015

• Events calendar available FREE for all Oregon wine events (winery, restaurant, retailer)

OWM 2016: PLATFORM FOR WINERY PROGRAMS


Plan your events and promotions for May now to get ahead of the game

Talk with your neighbors – start today! What will you do this year to entice people to your area?

Submit any and all events to the consumer calendar

OWM 2016: PLATFORM FOR WINERY PROGRAMS

2015 OREGON WINE MONTH EVENT EXAMPLES

Two-for-one tastings • Winemaker dinners • Live music at tasting rooms • Documentary viewing with reception • Retail tastings • AVA Block Party • Wine and

art events • “Fun run” • Passport event

WINE TOURISM

CONSUMER MARKETING

TRADE MARKETING

MEDIA RELATIONS

INDUSTRY EDUCATION

TECHNICAL RESEARCH


OUR INDUSTRY IS ON THE RISE

SHARING AND SELLING THE OREGON WINE STORY

YET WE REMAIN A SMALL INDUSTRY

OF BOUTIQUE PRODUCERS


OUR FARMING PHILOSOPHY IS

SOMETHING WE SHOULD BE PROUD OF


AND MORE PEOPLE ARE TAKING NOTICE OF

WHAT’S GOING ON HERE


WITH MORE AND MORE PEOPLE INTERESTED

IN THE OREGON WINE STORY…

AND MORE AND MORE PEOPLE (YOU!)

WANTING TO TELL THE STORY…


HOW DO WE SHARE OUR UNIQUE STORY

WITH THE WORLD IN A WAY THAT

FEELS TRULY OREGONIAN?

IS OPEN AND COLLABORATIVE?

IS A BIT GEEKY BUT VERY APPROACHABLE?

PROVIDES THE CONTEXT THAT

LETS INDIVIDUAL STORIES SHINE?

ADDRESSES THE NEEDS OF A

DIVERSE SET OF AUDIENCES?



INPUT FROM

STAKEHOLDERS

(OWB marketing committee; local and

national trade)

SMART

RELEVANT

IN-DEPTH

BITE-SIZED

FLEXIBLE

EASY TO ACCESS

CUSTOMIZABLE

CURRENT

CHRISTINA DeARMENT

Marketing Coordinator

COMING SOON: DIGITAL OREGON WINE EDUCATION

INTRODUCTION TO OREGON WINE

TASTE OF PLACE

TOPICS IN OREGON WINE

AVA MAPS AND STATS

DEEP DIVE: ENVIRONMENTAL STEWARDSHIP

S. OR PRESENTATION EXAMPLE

OREGON WINE BOARD UPDATE

Oregon Wine Symposium

February 24, 2016

NEXT STEPS

• Attend Context is King session with Doug Frost at 11 a.m.

• Collaborate with your AVA associations to build regional content

• Participate in OWB’s hands-on workshop coming to Medford, Roseburg, Salem, Hood River and Portland in August to learn how to customize this resource for your brand

COMING SOON: OREGON WINE eCAMPUS COMING SOON: DIGITAL OREGON WINE EDUCATION

Rachel Tourville, Graphic Lime Creative

Jeremy and Allison Schubert, Lunabean Media

Carolyn Wells Kramer, CWK Photography

Holly Macfee and Paul Donohoe, Lookout Co.

Dr. Scott Burns, Portland State University

Dr. Greg Jones, Southern Oregon University

Rachael Woody, Oregon Wine History Archive

Jordan Thomas, Everyvine

… and many, many more people throughout the industry who have and will help us make this a resource created by the

Oregon wine industry for the world!

THANK YOU FOR CONTINUED COLLABORATION

WINE TOURISM

CONSUMER MARKETING

TRADE MARKETING

MEDIA RELATIONS

INDUSTRY EDUCATION

TECHNICAL RESEARCH


The Oregon Wine A-List Awards recognize restaurants across the world displaying enthusiasm for Oregon wine and a deep appreciation of the diverse regions, varietals and producers of Oregon.

OREGON WINE A-LIST AWARDS

OBJECTIVES:

• Grow the presence of Oregon wine on restaurant lists in Oregon, nationally and internationally

• Express appreciation and build relationships with Oregon wine’s biggest, most influential fans

• Increase sales of Oregon wines at restaurants

STRATEGIES:

• Increase recognition through digital and print advertisements, print collateral at tourism hubs

• Leverage events like Feast and Portland Dining Month to amplify exposure among key members of trade

• Drive earned media buzz to enhance visibility



“Imperial has been named an Oregon Wine A-list restaurant thanks to its continued support of the local wine industry and

appreciation of our state's diverse regions, grapes and

producers. ” -Ellen Brittan, OWB Chairwoman

GET INVOLVED!

• Recognize your best accounts – nominate them for a spot on the 2017 A-List at www.oregonwinealist.com

• Join the selection committee! If you are interested in learning more email [email protected]

• Train your tasting room staff to recommend A-List restaurants to guests looking for dining options

• Increase the awareness of the A-List awards by sharing on social media, in wine club newsletters and on your website


SEE THE 2016 A-LIST AND MAKE NOMINATIONS

www.oregonwinealist.com

http://www.oregonwinealist.com/

mailto:[email protected]

MICHELLE KAUFMANN

Communications Manager

WINE TOURISM

CONSUMER MARKETING

TRADE MARKETING

MEDIA RELATIONS

INDUSTRY EDUCATION

TECHNICAL RESEARCH


MEDIA RELATIONS

2016-17 OBJECTIVES

Continue to strengthen relationships with top-tier wine media

MORE THAN 8,000 ARTICLES IN 2015

EXCEEDING $147M IN AD VALUE

RESULTS

• In 2015, 56% of Oregon wines reviewed by Wine Spectator received 90+ scores. This compares to 46% for Washington State and 39% for California.

• In the second half of 2015, Wine Spectator gave 1,039 wines 90+ scores worldwide. Despite producing only 0.1% of the world’s wines, Oregon garnered 10% of those 90+ scores across six varieties and nine AVAs.

• In April 2015, The Wine Advocate rated 357 Oregon wines representing 12 varieties from 13 AVAs at 90 points or higher.

ANALYSIS OF COVERAGE

CARRIE HARDISON

Education Manager

WINE TOURISM

CONSUMER MARKETING

TRADE MARKETING

MEDIA RELATIONS

INDUSTRY EDUCATION

TECHNICAL RESEARCH


• Expansion of the delivery model of current educational programs for BOTH business and technical support to include:

– online webinars

– online tools and resources

– hands-on, statewide learning workshops

EDUCATION OBJECTIVES

INDUSTRY.OREGONWINE.ORG/EDUCATION

INDUSTRY.OREGONWINE.ORG/EDUCATION

• Expand the Education Tools tab to reveal access to recent webinars and tools available to view or share.

EDUCATIONAL RESOURCES AND TOOLS

NEWLY POSTED:

• Media Relations 101 webinar

– Dixie Huey (Trellis Growth Partners) and Marilyn Hawkins (Hawkins PR) presenting

• National Consumer Research webinar and presentations

– Christian Miller of Full Glass Research presenting

– Full report available

• Online hub for 2016 Symposium presentations and materials

• Access to past Symposia presentations

• Photo Gallery

SYMPOSIUM ONLINE

UPCOMING INDUSTRY WORKSHOPS

SAVE THE DATES!

Mar. 24 – Oregon Wine Month webinar May 10 – Dr. Richard Smart Canopy Management and Trunk Disease Workshop at Linfield College

DIGITAL OREGON WINE EDUCATION

WEBSITE TRAINING WORKSHOPS

Aug. 9 – Medford Aug. 10 – Roseburg Aug. 11 – Salem Aug. 16 – Hood River Aug. 17 – Portland

SPANISH LANGUAGE RESOURCES

66

• Health care information

• Spanish language publications

• Training resources in Spanish

• Oregon OSHA PESO program

• Contact Carrie to share ideas about additional resources or training opportunities that can be added

• [email protected]

mailto:[email protected]

GET INVOLVED!

67

• Join the Education Committee! We are

seeking statewide representation for both business and technical education committee support.

• Provide feedback on educational support and direction.

Email Carrie at [email protected]

MARIE CHAMBERS

VP Finance and Administration

WINE TOURISM

CONSUMER MARKETING

TRADE MARKETING

MEDIA RELATIONS

INDUSTRY EDUCATION

TECHNICAL RESEARCH


• $1 million invested in technical research over past 5 years

• Grant allocation increased by 40%

• Partnership with OWRI to develop research priorities for Oregon with an emphasis on collaborative projects

• Support the Northwest Center for Small Fruits Research

TECHNICAL RESEARCH

INTERNATIONAL MARKETING

TARGET MARKETS

Canada – Ontario Japan South Korea United Kingdom Denmark Sweden

ACTIVITIES

Inbound Tours Trade Tastings Promotions Trade Education

VINEYARD & WINERY SURVEY

COMPLETE SURVEYS BY MARCH 15TH

GRAPE PRICING published in JULY Final 2015 report available in August

MAKE INDUSTRY.OREGONWINE.ORG YOUR

GO-TO RESOURCE FOR:

• Marketing toolkits

• Signing up for the Grapevine newsletter

• Event submissions for industry and consumer calendars

• Upcoming education opportunities and materials from past seminars

• Updates on OWB-sponsored technical research

• Listings of grapes, bulk wine, job opportunities and more

• Vineyard and Winery Census Reports, Harvest Reports and Economic Impact Studies


TOM DANOWSKI

Executive Director

THANK YOU

OREGON WINE BOARD UPDATE · May 10 – Dr. Richard Smart Canopy Management and Trunk Disease...

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