Transcript NYWINESPOTTING

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.
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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
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: Facebook
NY Wine Spotting Social Media: Twitter
NY Wine Spotting Social Media: Twitter
NY Wine Spotting Social Media: Instagram
NY Wine Spotting Social Media: Instagram
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