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Free the Grapes! Official Tasting Room Toolkit

Free the Grapes! Official Tasting Room Toolkit . Tools for Translating Consumer Frustration into Constructive Action. Updated: August 25, 2010. About Free the Grapes!. What : Grassroots Coalition of Wineries, Consumers and Retailers Founded in 1998

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Free the Grapes! Official Tasting Room Toolkit

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  1. Free the Grapes! Official Tasting Room Toolkit Tools for Translating Consumer Frustration into Constructive Action Updated: August 25, 2010

  2. About Free the Grapes! • What: Grassroots Coalition of Wineries, Consumers and Retailers Founded in 1998 • Mission: Augment, Don’t Replace, 3-tier System with Legal, Regulated DTC Shipments from Wineries, Retailers • Facebook: 10,000+ Fans • Website: 6,000 – 25,000 Sessions/mo • Board: WineAmerica, Wine Institute, Family Winemakers of CA, Coalition for Free Trade,Napa Valley Vintners

  3. What We Do • Industry Strategy: Integrate PR, Lobbying, Litigation • Who Does What? • Public Relations: Free the Grapes! • Lobby: WineAmerica, Wine Institute, Family Winemakers of CA, State Winery Associations • Litigation: Coalition for Free Trade • Why is Free the Grapes! Important? • Letters: Consumers Write Legislators to Legislators, Provide Local Constituency • Media: Press Coverage Keeps Issue Alive • Letters + Media Coverage Can Allow Legislators to Vote Against Powerful Local Wholesalers

  4. What’s in our Toolkit? • For Your Tasting Room Counter: • Plexiglas Holder and Rack Cards with FTG Messaging • For Your Website: • Sample Text, Images to Push Frustrated Consumers to FTG.org • For Your Consumer EmailCampaigns: • Sample Text, Images to Encourage Signups to FTG Email List • For Your Wine Club Shipments • Rack Card Doubles as Club Shipment Stuffer • For Your Facebook Page • Winery Instructions to “tag” FTG Facebook Page • All Above in Digital Format on FTG Website • Cost: Zero. (But Package Includes Voluntary Donation Form!)

  5. Best Practices • Tasting Room: Facing a Frustrated Consumer? • “I’m sorry that your state’s laws prohibit direct shipments. Here’s an organization you can join to improve your state’s laws.” {Hand Card to Consumer} • Winery Website Text on Shipping State Page • “If you live in one of the remaining states that continues to prohibit direct to consumer wine shipping, sign-up visit Free the Grapes! at www.freethegrapes.org and sign-up to their email list and Facebook page. • Facebook Tags: @Freethegrapes

  6. Contact Us www.facebook.com/FreetheGrapes shackles@freethegrapes.org www.freethegrapes.org Digital toolkit: text, images, instructions. Toni Lizotte, 707.254.1115

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