MAY 2018

PROGRAM VISION: MAY IS OREGON WINE MONTH Partner with the Oregon brands in your portfolio to transform May into Oregon Wine Month. Take advantage of: Oregon portfolio programming collaboration A concentrated period of increased market support Oregon Wine Board resources such as printed and shipped POS and other marketing support The Oregon wine industry collaborates every year for Oregon Wine Month in May. The Oregon wineries in your portfolio would like to work together and pool resources to increase the visibility and success of this campaign. By partnering, your business would be able to take advantage of: -Oregon portfolio programming collaboration -A concentrated period of increased market support -Oregon Wine Board resources such as printed and shipped POS and other marketing support On deck is an update on current Oregon wine trends in the marketplace and a recommendation for how to leverage the 2018 Oregon Wine Month campaign to sell more Oregon wine.

WHY OREGON? 1. DRIVE REVENUE WITH A GROWING CATEGORY Higher average bottle prices result in greater profit per bottle Oregon’s top three varieties have been increasing in popularity across the U.S., producing overall volume growth that outpaces other regions It is likely no surprise that the average bottle price for a bottle of Oregon wine is higher than our neighbors to the north and south. However, what might surprise a few of you is the sales growth Oregon has been experiencing in recent years. Pinot noir, Pinot gris and Chardonnay – Oregon’s top three varieties – have been increasing in popularity across the U.S., and overall retail sales growth of Oregon wine outpaces other regions. To sum it up, not only are Oregon’s higher average bottle prices resulting in a greater profit per bottle, the market is also demanding more volume than ever before. Source: Nielsen Total U.S. All Outlets (xAOC + Liquor Plus +Conv + Military); 52 w/e 12-31-2016

WHY OREGON? 2. SELL HIGHLY ACCLAIMED WINES Oregon's value for money shines when compared to wines of similar quality from other top regions. Oregon is an industry comprised of family-owned, artisan winemakers and winegrowers with about 70% of the wineries in Oregon producing 5,000 cases or less. This anecdote comes to life when you begin to dive deeper into major wine publication quality scores. Despite producing only 1% of the total wine produced in the U.S., wines from Oregon made up 20% of Wine Spectator’s 90+ scores on domestic wine in 2015 and 2016. What’s more, Oregon’s value for money shines when compared to wines of similar quality from other top regions.

WHY OREGON? 3. GIVE THE PEOPLE WHAT THEY WANT Affluent wine drinkers like Oregon wine, but cite visibility, availability and awareness as top barriers to purchase. Oregon Wine Month is the perfect opportunity to make new Oregon placements and support them with added programming. In 2016, the Oregon Wine Board commissioned Full Glass Research to conduct a study to learn more about the way affluent wine drinkers felt about and purchased Oregon wine. This study revealed that these affluent wine drinkers like Oregon wine, but cite visibility, availability and awareness as top barriers to purchase. Oregon Wine Month is the perfect opportunity to raise the visibility of Oregon wine with new placements and to support them with added programming. Source: Full Glass Research, Wine Opinions Panel, December 2016

Eric Asimov, chief wine critic of The New York Times, summarized it best in a piece he wrote this fall called “The Oregon Trail” …

INTRODUCING OREGON WINE MONTH The spring is an exciting time in Oregon! Wine country begins to wake up in April with bud break, less rain and warmer temperatures. By May, we’re ready to party. Oregon Wine Month celebrates the kickoff of the growing season and our favorite time of year. The Oregon Wine Month program is designed to inspire a concentrated period of market support for Oregon wines across the country. We celebrate Oregon Wine Month in May because the spring is an exciting time in Oregon! Wine country begins to wake up in April with bud break, less rain and warmer temperatures. It celebrates the kickoff of the growing season and our favorite time of year.

OREGON WINE MONTH CASE STUDY In spring 2017, a group of Oregon wineries collaborated to work with their distributor in an East Coast market. The campaign resulted in significant sales growth before, during and after the promotion period across all channels. The partnership included a trade education seminar, trade walk-around tasting, price promotions as well as on and off-premise POS. +192% Sales from accounts that attended the seminar In spring 2017, a group of Oregon wineries collaborated to work with their distributor in a major East Coast market to put on an Oregon Wine Month promotion. For the promotion, the wineries offered a trade education seminar, followed-up with a walk-around tasting. They also offered special price promotions and provided on and off-premise POS. The campaign resulted in significant sales growth before, during and after the promotion period across all channels. The distributor plans to expand the program in 2018.

OREGON WINE MONTH: WHAT’S ON OFFER? In collaboration with the Oregon Wine Board, Oregon brands are able to provide: OWM printed POS shipped to distributor warehouse by April 1 Digital graphics for customization available late winter An Oregon Wine Masterclass webinar with a Master of Wine for sales reps and trade leading up to May An Oregon wine getaway sweepstakes program for consumers The Oregon Wine Board has developed a package of resources that Oregon wineries can offer their distributors across the country to help support their Oregon Wine Month efforts, including providing point of sale materials, customizable graphics, sales force education and a consumer promotional element.

ON-PREMISE PROGRAMMING Collaborative Oregon wineries can offer the following on-premise promotions (examples): Oregon wine month table tents to feature Oregon wines Special BTG pricing on Oregon wines Wait staff training and incentives Oregon wine-themed dinners with one or multiple brands INSERT CUSTOM ON-PREMISE PROMOTIONS TEMPLATE–

CHECK PRESENTER INSERTS POS MATERIALS: ON-PREMISE OREGON BY THE GLASS SPECIALS Argyle 2011 Vintage Brut $7/gl Phelps Creek 2013 Estate Pinot Gris $7/gl Stoller 2012 Reserve Chardonnay $8/gl Brandborg 2011 Benchlands Pinot Noir $8/gl Winderlea 2012 Dundee Hills Pinot Noir $9/gl Seven Hills 2012 Cabernet Sauvignon $9/gl For on-premise accounts, printed table tents can be ordered and shipped directly to the distributor warehouse. Check presenter inserts, menu templates and other graphics will be available at oregonwinemonthtoolkit.org by late winter to download and customize. TABLE TENTS CHECK PRESENTER INSERTS MENU TEMPLATES

OFF-PREMISE PROGRAMMING Collaborative Oregon wineries can offer the following off-premise promotions (examples): Special programs for chain and independent retailers Multi-brand displays Window displays with big Oregon graphics Oregon Wine Month POS provided by Oregon Wine Board In-store tastings (funded by individual brands) INSERT CUSTOM OFF-PREMISE PROMOTIONS TEMPLATE–

POS MATERIALS: OFF-PREMISE BOTTLE NECKERS CASE CARDS & POSTERS SKEWER CARDS Printed POS will be available to participating distributors. Orders will need to be received by the end of February and materials will be shipped to distributor warehouses by April 1. Graphics that can be used for customization will be available for download on oregonwinemonthtoolkit.org by late winter. Note: 2017 POS shown, 2018 POS will be designed by late winter

CONSUMER SWEEPSTAKES PROMOTION One grand prize winner and guest will spend several days and nights in the vineyards, the kitchens and the company of some of Oregon’s most acclaimed winemakers, chefs and craftspeople for an immersive celebration of Oregon’s wine and food bounty. Sponsored by Oregon Wine Board Incorporated onto POS Supported by digital campaign in participating markets To support consumer awareness, the Oregon Wine Board will be offering a consumer sweepstakes to win a trip to Oregon wine country. This will be featured on bottle neckers to help stimulate purchase (although legally, no purchase is necessary to enter) and will run a digital advertising campaign to raise awareness of Oregon Wine Month and this promotion.

OREGON WINE MASTERCLASS WEBINAR In March, Bree Boskov MW of the Oregon Wine Board will host a live and recorded Oregon Wine Masterclass webinar Webinar will be complimentary and open to all participating distributor reps and buyers participating in Oregon Wine Month Topics will span the climate, soils and AVAs of Oregon as well as key selling points We want your sales force to feel knowledgeable and confident when selling Oregon wine. For distributors participating in Oregon Wine Month, the Oregon Wine Board’s resident Master of Wine will host a webinar in early spring to provide a dive into the major features, qualities and selling points of Oregon wine.

POTENTIAL PARTICIPATING WINERIES Add list of OR wineries in distributor portfolio. INSERT LIST OF COLLABORATING OREGON WINERIES TEMPLATE–

OREGON WINE PARTNERSHIP Partner with your Oregon wineries to make Oregon Wine Month successful: Place focus across entire portfolio on Oregon Put participating Oregon brands on quota for May Partner with the brands on sales incentives Retail programs planned and sold in advance We can’t have a successful Oregon Wine Month with you and your team. Partner with the Oregon wineries in your portfolio to bring this campaign to life.

DISTRIBUTOR COMMITMENT FORM Sign the Distributor Commitment Form on the Oregon Wine Month Toolkit to receive communications about ordering POS and other key programming information. Once we have a program in place, sign on the dotted line by filing out the Distributor Commitment Form on the Oregon Wine Board’s Oregon Wine Month toolkit. This form is very important because it will loop you into the communications around ordering POS and other key programming information.

INTERESTED IN MORE OREGON WINE INFO? Many of the facts, stats and maps that were used in this presentation can be found on the Oregon Wine Resource Studio. The Resource Studio offers customizable, downloadable presentations that can be used for training or sales purposes. If you haven’t already, be sure to check it out! Visit trade.oregonwine.org for stats, maps, facts and more, including customizable presentations for your sales calls.

LET’S SELL MORE OREGON WINE TOGETHER