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Oregon Wine Month 3-Tier Recap & Forecasting - Shared screen with speaker view
Mike Willison
45:25
This data doesn’t account for states open vs states closed, and doesn’t account for on premise occupancy %, right? Wouldn’t geographic trends also be a factor?
Justin King - King Estate Winery - OWB Treasurer
55:40
We’re pushing on an open door!
Justin King - King Estate Winery - OWB Treasurer
58:32
Thank you very much Danny!
Paula Caudill, Abacela
58:49
Thanks Danny!
Randy Ford
59:13
Thanks Danny!
Morgen - WVWA
59:39
Thank you Danny!
Mike Willison
59:54
Thanks, Danny!
Danny Brager
01:00:01
thanks everyone for your time!!!! if there are any follow up questions, you can reach me at ...
Danny Brager
01:00:10
bragerdanny@gmail.com
tom@oregonwine.org
01:01:07
This pic is from Zupan's near Portland
Jessica Endsworth - NW Wine Co.
01:05:28
Turn off your cmaera
Jessica Endsworth - NW Wine Co.
01:05:32
camera
Morgen - WVWA
01:10:59
For the future reporting we need to hear from distributors how we can incentive them to report these data points.
Justin King - King Estate Winery - OWB Treasurer
01:15:38
Karen, what sort of materials are most useful on the floor for HEB? Case sleeves? Case cards?
Justin King - King Estate Winery - OWB Treasurer
01:16:06
What sort of messaging tends to be resonate with your customers?
Karen Bell H-E-B
01:16:16
Case cards and neckers are the POS we support the most
Justin King - King Estate Winery - OWB Treasurer
01:16:44
Thanks Karen!
Nick Leffler - Total Wine & More
01:17:39
Agree with the other Nick's comment!
Karen Bell H-E-B
01:17:49
even better if we could get a cohesive Oregon wine month creative assets to distributors that could help build multi-brand displays with the same creative
Chris Langan-VP Sokol Blosser
01:18:31
RETAILER Q: How much does OR Wine Month POS resonate for you? Do we need to look at custom assets that fit your concepts (i.e. providing artwork that fit the store look) or are we good using the OWM designs?
Chris Langan-VP Sokol Blosser
01:18:57
(I see Karen already answered before I even asked :)
Karen Bell H-E-B
01:19:29
glad to be ahead of you Chris!!
Kai - Oregon Wine Board
01:20:52
Re: POS - we've historically offered both print and digital assets but there's always room to improve how we communicate and deliver those assets, as well as refine what's offered.
Jess Willey - Oregon Wine Board
01:21:36
To answer Alison's question about how much of the total universe the data I shared represented, it's around 30%. So, directionally helpful but by no means complete.
Karen Bell H-E-B
01:25:08
thank you Paula!
William Cascio
01:26:34
Voice speaker not working, however feel that specific market trade tasting shows in April to tee up promotions in key markets is great, coupled with webinar for trade and distributors. Also lead time and have a plan in January for a May program .
Chris Langan-VP Sokol Blosser
01:28:44
I have an eComm question for the whole group.
Jessica Endsworth - NW Wine Co.
01:30:02
Some of the main realizations the WVWA had this year was: 1. A campaign for May needs to be pitched the previous August. 2. We need complete, versatile, cohesive graphics that an be altered for customization in on and off premise. 3. 2021 was rough for demos and wine dinners due to Covid, but 2022 could have great strategy for targeted market work. 4. The top 20% of Oregon wineries who have the largest footprint need to take the torch of making Oregon wine month a priority to distributors and to retailers which will bring along the entire state. 5. We need to target media in each region where we are focusing campaigns and make the consumer a priority. 6. We likely need a LARGE budget to support retail campaigns for Oregon Wine month.
Donna Morris-OWB Chair - Winderlea
01:30:38
Thank you Jessica
Nick Bourke, Martignetti Cos
01:30:54
I have to leave for another meeting. Thanks for inviting us to participate!
Donna Morris-OWB Chair - Winderlea
01:31:12
Nick, thank you for your time and input and support
Mike Willison
01:31:49
Me too; thanks everyone
Justin King - King Estate Winery - OWB Treasurer
01:31:57
Thanks Mike
Katherine Wallace
01:32:21
If the PLCB could increase their everyday catalog with more Oregon selections that would be helpful
Justin King - King Estate Winery - OWB Treasurer
01:32:29
Thanks John!
John Wagner - PLCB
01:33:10
I only manage the Premium Collection side. Can't speak for the listed side.
Karen Bell H-E-B
01:35:28
have to run everyone - excited for 2022!
Donna Morris-OWB Chair - Winderlea
01:36:12
Karen, thank you..
Justin King - King Estate Winery - OWB Treasurer
01:36:23
Thank you so much Karen!
Chris Langan-VP Sokol Blosser
01:36:33
Thanks Karen!
Chris Langan-VP Sokol Blosser
01:39:42
With regards to other regions - and yes, I know I bring this up regularly - but WA Wine has done a great job of spreading focus around to major metro areas through the years by picking different focus markets and providing extra resources to help drive both consumer and trade awareness, sales, education, etc.
Justin King - King Estate Winery - OWB Treasurer
01:39:47
Thanks Charlie
Cameron Christie
01:40:19
thanks all nice to see everyone going to try to sell some wine!
Charlie RNDC TX
01:40:30
Cheers Cameron
Jessica Endsworth - NW Wine Co.
01:44:07
Wonderful thought Kelly
Charlie RNDC TX
01:44:19
Agree Kelly!
Chris Langan-VP Sokol Blosser
01:44:30
OWB/RETAILER Q: If May doesn't work with specific retail promo calendars, are you amenable to moving the OWM focus to a different month?
brian.maxwell - Winebow
01:45:05
Have to run everyone, we are closing our fiscal year. looking forward to a successful year with OR wineries! #Believe #UpperLeft
Justin King - King Estate Winery - OWB Treasurer
01:45:14
Thank you Brian!
Charlie RNDC TX
01:45:30
Would Nov be an option? I would defer to the National chain buyers on the phone
Donna Morris-OWB Chair - Winderlea
01:45:36
Thank you Brian
Kai - Oregon Wine Board
01:45:55
That's a great question, Chris. While we don't intend to discard May, we do want to explore making program elements calendar agnostic so that it's still available for partners already booked in May.
Jessica Endsworth - NW Wine Co.
01:46:29
There is true seasonality to southern states like Arizona that an
Jessica Endsworth - NW Wine Co.
01:46:44
can't support a May program
Jessica Endsworth - NW Wine Co.
01:49:17
Great points Kate, our smaller wineries and distributors have the ability to be so nimble and impactful.
Chris Langan-VP Sokol Blosser
01:49:37
WA Wine used to have one.
Chris Langan-VP Sokol Blosser
01:49:42
Not sure it's updated still or not.
Kai - Oregon Wine Board
01:50:10
WA Wine is in fact launching a new one shortly
Jessica Endsworth - NW Wine Co.
01:50:47
ClimaVinea is the most concise, regional wine app. It is amazing.
Chris Langan-VP Sokol Blosser
01:50:51
QR codes are BACK!
Kate Norris - Division + WVWA
01:51:02
Can’t wait for them to be prettier!
Charlie RNDC TX
01:55:43
Silent Salesperson
Justin King - King Estate Winery - OWB Treasurer
01:55:54
Total Charlie
Justin King - King Estate Winery - OWB Treasurer
01:56:02
Totally
Charlie RNDC TX
01:56:34
It will also help smaller producers to get and be noticed.
Justin King - King Estate Winery - OWB Treasurer
01:57:15
And Oregon owns an outsized percentage of the 90+ scores each year
Katherine Wallace
01:57:33
We don't use external POS in store. Could connect offline on WFM specific opportunities.
Donna Morris-OWB Chair - Winderlea
01:57:57
Thanks Katherine. Will do
Charlie RNDC TX
01:58:22
Any thoughts on standardizing it to align with retailer approval? Would our chain buyers provide that?
John Wagner - PLCB
01:59:31
I'd love to send an updated digital version of that to our stores if possible.
Jen-Del Rio Vineyards
01:59:39
Are floor decals welcomed by retail chains?
Kai - Oregon Wine Board
01:59:58
If you don't know the map that Paula just shared is always available for free download at trade.oregonwine.org
John Wagner - PLCB
01:59:59
jen, not in my place
John Wagner - PLCB
02:00:16
Thanks Kai!
Jess Willey - Oregon Wine Board
02:01:09
Following on Kai's note - you can access tech sheets here on the full state as well as the major growing regions: https://trade.oregonwine.org/resources/#.tech-sheet
Jessica Endsworth - NW Wine Co.
02:01:37
100% agree. Updated, concise and standardized.
Morgen - WVWA
02:03:19
We do reach out past OPC campers about OWM.
Jessica Endsworth - NW Wine Co.
02:04:09
The Oregon Pinot Camp group is rich ground to farm for supporters. I also traveled all of May and had super success with those folks for wine dinners and classes.
tom@oregonwine.org
02:04:22
Well-said Bob & Jessica. Ongoing communication w/ Pinot camp alums can activate a reserve army of evangelists
Justin King - King Estate Winery - OWB Treasurer
02:12:27
Is there is period of time for OR wine month that would be more ideal for distributors and retailers in terms of coordinating their Oregon focus together?
Matthew Farver - JFW
02:12:51
great point on using OWM to help grow chardonnay
Kelly Rhodes RNDC OR
02:13:04
September?
Justin King - King Estate Winery - OWB Treasurer
02:13:56
Thanks Kelly
Jessica Endsworth - NW Wine Co.
02:13:57
That was my question too Justin. Is there an openness to having OWM in different months during snowbird season?
Kate Norris - Division + WVWA
02:15:28
Unfortunately with climate change Winemakers aren’t going to be able to make September for travel…
Justin King - King Estate Winery - OWB Treasurer
02:15:45
True Kate
Jessica Endsworth - NW Wine Co.
02:16:29
January / February?
Michelle Bolliger, WIne By Joe & Dobbes
02:17:20
What we have found helpful is sending out our trade a quarterly newsletter that has an education element included as well as new releases, scores, winery updates. We now are virtualizing our newsletter as well. It has been very well received nationwide
Kate Norris - Division + WVWA
02:17:21
I’m loving the idea of Feb with the rise of OR bubbles and Valentines…
Kai - Oregon Wine Board
02:18:02
We have run a program very similar to what Tricia just described called Learn Oregon. It was virtual and included acknowledgment of completion and highest performers.
John Wagner - PLCB
02:18:26
100 % yes
Justin King - King Estate Winery - OWB Treasurer
02:18:36
Awesome idea Bree
Chris Langan-VP Sokol Blosser
02:18:40
YES!
Kai - Oregon Wine Board
02:18:55
Michelle, what does this mean? "We now are virtualizing our newsletter as well."
John Wagner - PLCB
02:19:05
highly interested for our in store staf
John Wagner - PLCB
02:19:08
staff
Jen-Del Rio Vineyards
02:19:17
LOVE the certification idea!
Chris Langan-VP Sokol Blosser
02:20:09
I'd LOVE to see that education piece applied to retailers as well.
Michelle Bolliger, WIne By Joe & Dobbes
02:20:33
We set up a zoom call with the trade so they can listen to our winemakers and staff talk about our education section of our newsletters and open it up to questions
Charlie RNDC TX
02:20:47
Need to hop on another call. Thank you all for the time and opportunity to talk Oregon! Cheers
Justin King - King Estate Winery - OWB Treasurer
02:20:58
THANK YOU Charlie!
Donna Morris-OWB Chair - Winderlea
02:21:12
Charlie, thank you for all of your input.
Kai - Oregon Wine Board
02:21:14
Ah, got it. Thank you.
Matthew Farver - JFW
02:22:26
Thank you for all of these insights and ideas. So valuable.
Justin King - King Estate Winery - OWB Treasurer
02:23:01
Derek did you have a question or comment?
Eugenia Keegan
02:23:52
Incredile participation and suggestions from our retails and wholesale partners. REALLY great for our collective future. THANK YOU!
doug bell
02:23:56
thanks all! here's to 2022.
Justin King - King Estate Winery - OWB Treasurer
02:24:07
🥂
Katherine Wallace
02:24:33
great job on the data, super interesting info. look forward to being back in Oregon sometime soon.
Nick Leffler - Total Wine & More
02:24:46
Thank you all!
Paula Caudill, Abacela
02:24:47
Thank you everyone! 🍷
Justin King - King Estate Winery - OWB Treasurer
02:24:55
Thanks Katherine!
Justin King - King Estate Winery - OWB Treasurer
02:25:36
Everyone has to row the same direction and we’re totally capable!
Justin King - King Estate Winery - OWB Treasurer
02:26:25
Thanks so much everyone!! 🥂👍👏
Derek Lindquist - Wine Merchants MN
02:26:30
thank you.
John Wagner - PLCB
02:26:31
thanks