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SeaGlass Sauvignon Blanc

SeaGlass Sauvignon Blanc . Launch Plan June 2010. $13.95. Competitive Set. Sku LCBO# MAT Vol. Price Cases On-Trade Kim Crawford Sauv Blanc (V) 35386 25,588 $18.95 3,698

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SeaGlass Sauvignon Blanc

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  1. SeaGlass Sauvignon Blanc Launch Plan June 2010

  2. $13.95 Competitive Set Sku LCBO# MAT Vol. Price Cases On-Trade Kim Crawford Sauv Blanc (V) 35386 25,588 $18.95 3,698 Oyster Bay Sauv Blanc (V) 316570 22,527 $18.95 2,205 Robert MondaviSauv Blanc (GL) 405753 3,113 $15.95 274 Villa Marie Sauv Blanc (GL) 426601 11,746 $15.95 1,615 Beach House Sauv Blanc (GL) 122390 15,681 $9.95 0 SeaGlass (GL) 173575 $13.95

  3. RETAIL DISTRIBUTION • Target of 300 Total Stores Within 3 Months • List of top stores in each territory for; • Top California overall • Top Competitive sets GAP report • Each rep to be given specific monthly targets to hit for new listings based on their territory • Overall goal – Top 80% of retail distribution

  4. TOP TARGETED LICENSEES • List of top competitive licensees in each territory • Category competition • Indirect competition • Utilize this list in order to call on top licensees both currently with PDW as well as new business opportunities. • Target goal – 125 points of distribution on-trade • Price difference / incentives puts us far ahead of competition • Potential Licensee Incentives • Vines Magazine subscription • Licensee trip to Trinchero Vineyard

  5. RETAIL TARGETS • Targets for Sales Team – Distribution, Displays and Staff Picks • As per above, reps will be given significant data to allow them to reach their distribution targets set out by sales. • In the first 3 months we plan to; • Pre-taste stores • Secure displays and staff picks • Fridge allocation

  6. IN-STORE TASTINGS – Sales Rep Competition • A team competition will be initiated where reps will taste one Saturday in their top California store. Reps will be awarded based on highest bottle sales during their tasting. • $250 Mastercard for highest bottle sales.

  7. MARKETING SUPPORT • Key marketing support to include: • Sell sheets – including all sku info as well as category info. • A brand brochure highlighting Trinchero Family Estates • Copies of Trinchero Estates Winery of the Year marketing piece. • Reps will be expected to email every account in their ES a copy of the sell sheet and follow up at their next visit.

  8. MEDIA ADVERTISING • Food & Drink Ad • Ad in July 2010 issue of Food & Drink magazine to promote the wine and gain added exposure in the LCBO’s feature publication. • Objective: Create awareness, call to action

  9. Current ad in Vines Magazine

  10. MEDIA SAMPLING • Wine Writers • Wine writers have been sourced and tasted to secure key PR support for the launch and beyond. • A package was sent encompassing two sample bottles, a marketing/sell sheet, brand brochure and a launch date. • Follow up communication is being completed by the trade team to ensure the wine has been received and tasted, receive any feedback and inquire about a write up to coincide with the launch date. • Tony Aspler • Gord Stimmel • David Lawrason • KonradEjbich • Natalie Maclean • BeppiCrosariol • Dan Kislenko • Rod Phillips • Margaret Swaine

  11. PROGRAMMING • The Trade Team has applied for a number of programs for this year and the start of 2011. • Period 7 – BAM 6 • Period 12 - $1 LTO/SE • Period 13 - $1 LTO/SE • Period 9 – EA9/$1 LTO (Declined) • Tastings – 50 in total between July – Sept. • Shelf Talkers

  12. TRIP INCENTIVE Top 3 Reps, based on scoring sheet, will be sent to Napa Valley to tour and experience Trinchero Family Estates • Flight to San Francisco – experience San Fran and all its worth • Tour the brand new facility in Napa Valley • Date of trip TBD

  13. Discover SeaGlass Sauvignon Blanc • SeaGlassis the perfect choice for today’s more adventurous wine consumer looking for new wines and new wine styles. • SeaGlassrefreshes the palate, bite after bite, making it the perfect food companion for today’s flavor-centric cuisines. • Reductive style winemaking keeps the fresh, fruit-intense flavors of the grape intact during the winemaking process by keeping the juice void of oxygen exposure as well as fermenting it at extremely cold temperatures in stainless steel tanks. • SeaGlassis finished with a Stelvin closure for freshness and convenience.

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