Find out what’s in store from the OWB and what you can do to start planning for May now
The Oregon Wine Board is well into planning for Oregon Wine Month 2016 and we know some of you are beginning to think about it too. Feedback from this year’s Oregon Wine Month survey told us that you would like to hear from us earlier to provide more lead time in developing plans and working with your distributors in line with their planning cycles. This initial message about Oregon Wine Month 2016 is intended to respond to that request.
OWB also heard from the industry survey that marketing is a key area in which you are looking for more support. The Oregon Wine Month program provides a customizable, scalable platform that any winery can get involved with no matter what its go-to-market strategy is. Whether your business model is exclusively DtC or you have global distribution, there are elements of the Oregon Wine Month program that will benefit you, especially if you get actively involved early enough.
2016 Program Details
Our survey of distributors and wineries showed that Oregon Wine Month is an effective volume-driving program across multiple sales channels. Read a recap of results from the Oregon Wine Month 2015 campaign, as presented at the OWB roadshow this summer. The OWB team is committed to continuing to set a solid foundation and provide tools and resources to help set you up for success. This year, we will look to repeat the elements of the 2015 campaign that proved successful, including:
- Creating advertising and promotional materials available for use with your customers and wholesale partners across the country that draw on the rich stories of real Oregon winegrowers with a focus on quality and artisan winemaking, continuing with the Wildly Sophisticated, Properly Oregonian campaign. National consumer research confirms these are distinctive dimensions of Oregon’s reputational attributes that resonate with fine wine drinkers.
- Investing in a broad-reaching multi-media advertising campaign targeting fine wine drinkers that includes print, digital, social and radio executions extending throughout Oregon and Washington.
- Providing a central website to promote events and activities to consumers, whether the events are hosted by wineries, retailers or restaurants.
- Sponsoring a consumer sweepstakes to drive traffic to the website and grow OWB’s contact list of consumers seeking to connect with Oregon wine.
- Partnering with top Pacific Northwest distributors to mobilize sales teams, supply point-of-sale materials and provide sales rep incentives for on- and off-premise channels.
- Executing an Oregon Wine Month Rep of the Year contest to acknowledge top on- and off-premise Oregon wine sales reps.
- Holding a display competition for wine stewards at top grocery chains in Oregon to drive high-visibility displays.
- Offering an online industry toolkit with sell sheets, graphics and checklists about the Oregon Wine Month campaign.
Some changes to be incorporated in 2016 based on your feedback, input of the OWB marketing committee and distributors include:
- Earlier and more frequent communication to the industry about what is being done and how you can get involved.
- Increased engagement with the on-premise channel, linking with Oregon Wine A-List winners to drive restaurant participation.
- Signage and display materials available for tasting room staff to download or order at no charge.
- Direct consumer marketing via e-newsletter to contact list of more than 5,000 engaged wine consumers, developed during the 2015 campaign.
- Assistance with presentations and point of sale materials for wineries looking to take Oregon Wine Month out of state to their priority markets.
Start Making Your Plans
This presentation has more details about what is in store, including recommendations on what you can do now to start preparing such as:
- Plan a sales goal for your distributor for the month of May or the full second quarter of 2016.
- Make a bigger impact by combining resources with other Oregon wineries that also work with your distributor.
- Arrange to host a winemaker dinner or participate as a guest sommelier at a top restaurant account. Feedback from distributors suggests they are looking for more wineries to enhance their on-premise emphasis in 2016.
- At your next AVA meeting, plan an Oregon Wine Month kickoff event, month-long passport or other special activity to bring tourists to your area. Invite the OWB to attend and present the full range of Oregon Wine Month support elements so everyone is informed in advance.
- Be considered for the Oregon Wine Month 2016 social media campaign by sending a picture along with a short caption that represents the role that sustainability plays at your winery.
If you would like slides that can be incorporated into a presentation to your distributor, you can download a deck from the Oregon Wine Month toolkit on the industry website. This presentation will be updated as the campaign develops.
Keep an eye out for more information coming soon, including an updated toolkit, ideas, checklists and presentations that incorporate new campaign materials. Contact Jess Willey if you have any specific needs that have not yet been addressed.
Best wishes for a happy holiday season and a prosperous 2016!