Free the Grapes! Official Tasting Room Toolkit Updated: August 25, 2010 Tools for Translating Consumer Frustration into Constructive Action
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
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
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 Campaigns: –Sample Text, Images to Encourage Signups to FTG 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!)
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 and sign-up to their list and Facebook page. Facebook
Contact Us Digital toolkit: text, images, instructions. Toni Lizotte,