NYWINESPOTTING Presented by: Michael Warren Thomas.

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Presentation transcript:

NYWINESPOTTING Presented by: Michael Warren Thomas

WHY NOW

THE IMAGE OF NY WINES HAS IMPROVED, AND WITH IT, AWARENESS AND DEMAND HAS INCREASED. WINE RELATED TOURISM IS ON THE RISE AS WELL. ONE AREA THAT DOES NOT REFLECT THIS GROWTH IS LOCAL RESTAURANT WINE LISTS. Currently NY wines represent less than 10% of all revenues generated by restaurant wine sales Most restaurants carry few, if any, local NY wines. Demand for farm to table dining paired with local wines is on the rise. Visitors who dine in NY are looking for the whole local experience. Residents who support buy-local and eat-local are also looking for this experience Restaurants are catering to the dine-local trend with meats, fruits and vegetables, herbs and even baked goods from nearby farms and shops. Wine is a local product just as sure as a tomato or chicken. THE PLANETS ARE ALIGNED. THE WHEELS ARE IN MOTION. THE TIME IS RIGHT!

WHO WE ARE TALKING TO

RESTAURANTS Locally-owned within 15 minutes of downtown Rochester (initial campaign) Decision Makers :Bar Managers, Owners, General Managers, Food & Beverage Managers, Wait Staff Front line sales – realize benefits in increased tips and will carry the message to their peers WINERIES NYS Wineries Winery Owners & Employees Who will in turn spread the message to… Their family and friends Their suppliers & vendors and their employees, family & friends Their Case Club Members & loyal customers Their Distributors/reps Their Liquor stores CONSUMERS Foodies – people who dine out frequently and appreciate local foods Food and Wine Festival Attendees Buy-Local Supporters (farm markets, local business owners) MEDIA & INDUSTRY Trade & Tourism Groups with wineries/wine trails and receptive restaurants in their area/county Wine, Food & Culinary journalists and publications General Media local/regional Bloggers

HOW WE MOVE THE NEEDLE

Ranking the Restaurants

NY Wine Spotting Consumer Kit

CONSUMER EVENT KICK OFF AT CASA LARGA VINEYARDS

NY Wine Spotting Local Media Coverage: TV

NY Wine Spotting Local Media Coverage: Print

NY Wine Spotting Social Media: Facebook

NY Wine Spotting Social Media: Twitter

NY Wine Spotting Social Media: Instagram

NY Wine Spotting Industry Wine Tour

NY Wine Spotting Industry Wine Tasting

Results & Next Steps

THANK YOU Q&A