Bridlewood Estate winery

Advertising Campaign

P.L.H Brand Mechanics

Shannon Costello
Ryan Grossenbacher
Robert Kazmi
Ben Krein
Kiley Martin
Joy Sayeigh
Patrick Schwartz
Table of contents
Executive summary...................................................4 trade publication advertisements...........................................................43
Banner Advertisement...............................................................................................................44
situation analysis............................................................6 Facebook advertisement....................................................................................................44
The Market......................................................................................................................................................................6 radio advertisements..................................................................................................................45
Competitive position..................................................................................................................................9 television advertisements..............................................................................................46
The Consumer..........................................................................................................................................................13 website....................................................................................................................................................................................47
Dealers, Distributors, and brokers ........................................................19
Advertising history............................................................................................................................21 Sales promotion............................................................48
sales promotion..............................................................................................................................................24 events rationale........................................................................................................................................48
event booth design..........................................................................................................................52
s.w.o.t analysis....................................................................26 sweepstakes..............................................................................................................................................................53
promotions Flowchart.............................................................................................................55
campaign analysis......................................................27
recommended target budget...................................................................................................57
audience.......................................................................................28 appendices....................................................................................58
primary research methodology.................................................................58
recommended target cities.........31 focus group f indings...................................................................................................................59
media............................................................................................................32 qualtrics survey questions............................................................................................61
cost efficiency analysis..........................................................................................................63
media objectives............................................................................................................................................32
media rationale..............................................................................................................................................32
media press release............................................................................................................................35
trade publication objectives...................................................................................35
trade publication rationale.....................................................................................35
trade publication press release....................................................................37
media Flowchart........................................................................................................................................38
Creative concept....................................................40
our inspiration...................................................................................................................................................40
Consumer Magazine Advertisements....................................................41
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Executive summary
What is it?
Much of what Bridlewood Wines are has to do with where they are
made. The Bridlewood Estate Winery is situated 30 miles south of
Santa Barbara on the eastern edge of the Santa Ynez Valley. This
location makes for a truly unique climate – with its warm days, cool
nights, and distinguishable fog – which helps to create complex
wines from incredibly grown grapes. The Bridlewood products we
are featuring are the Pinot Noir and Chardonnay.
Where is it?
We are planning to launch the Bridlewood national branding
campaign on January 1, 2011. The campaign is national in or-
der to get case sales of 180,000. To gain significant distribution
of 180,000 store/supermarket chains throughout the US. We will
also be distributing the Bridlewood Estate wine to various upscale
restaurants within our target cities (Washington DC, Chicago,
Miami, Los Angeles, and Boston) as well as restaurant chains to
spread the brand nationally.
Who is buying the wine?
After doing research on Mintel we found that both men and wom-
en drink the highest amount of wine per month. Although there is
some variability in the type of wine they drink, we decided to use
both genders for maximum exposure and case sales.
Mintel also told us that the prime consumers of wine usually fall
into the age group of 55 to 64 years old but we also found a large
opportunity in a younger, affluent audience with the ages of 25-
34 years old. We found that younger audiences are almost never
marketed with wines and are almost completely saturated with
beer and distilled spirits advertising. Knowing this poses as a great
opportunity to increase sales of Bridlewood now and in the future
by educating this particular audience.
How will we reach our target audience?
To get as much exposure as possible for Bridlewood and increase
sales to 180,000 cases we recommend using a large part of our
advertising dollars into trade( on-premise) media and events. Also
we feel that an important part of this campaign is getting the audi-
ence involved with the company and being able to associate them
selves with Bridlewood on a feeling basis.
For trade we recommend seven trade events to help get Bridle-
wood exposure and in turn get it into on-premise locations but also
allow consumers to try out the product. We propose going to the
LA Wine Fest, LA Food and Wine Fest, Windy City Wine Fest, WA
D.C. International Wine and Food Festival, Miami International
Wine Fair, LA Travel and Adventure Show, and the National Res-
taurant Association Trade Show.
We also propose using the trade magazines Cheers and Restau-
rant Hospitality. For the consumer we are trying to create excite-
ment about what Bridlewood is all about and how they can bring
their styles to life. By using promotions like a sweepstakes with
a grand prize trip to the Central Coast and Foursquare check-ins
that allow the consumer to win a free bottle of wine we can create
a drive for our audience to get involved and learn more about what
Bridlewood has to offer.
As far as advertisements go we proposed to use traditional media
like television, radio, magazine as well as the trade magazines
mentioned earlier. We also propose to use our website and social
networking accounts like Twitter and Facebook to raise the aware-
ness of our product and our entire campaign idea of “bringing
your style to life.”
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What’s the BIG IDEA!?
Our campaign is based upon the concept that people can drink
Bridlewood wines to “Bring Your Style To Life” in their particular
situations and in turn create an image of what Bridlewood is about.
Also, we are trying to inform our audience about the advantages of
buying a wine from the Central Coast instead of somewhere else
in California. We will do this by informing the audience of how to
“Bring [Their] Style To Life With The Flavor of California’s Central
Coast.”

5
situation analysis
marketing innovations are points of interest for consumers. They
The Market want to explore and discover. A huge trend of eco-friendly packag-
ing as well as screw tops instead of corks (to keep wine fresh) are
Definition
being used. Artisan wines, food pairings with wines, and organic
This is an analysis of the wine market of the United States. Char-
wines are also being marketed strongly. (Mintel)
donnay and Pinot Noir will be the specific areas of focus. If there is
importance of emphasis or information on other types of wine, they
On the topic of being eco-friendly, companies have changed
will be discussed if necessary.
because of their concern of the changing climate as well as rising
fuel/gasoline prices. There is less usage of heavy glass bottles
Relevant Market (SIC) Code
because it leads to carbon emissions. Lighter wine boxes are now
Bridlewood Estate’s wine Standard Industrial Classification (SIC)
being used in replacement of heavy glass bottles. Additionally, or-
code is 2084. Wine is found under the classification of “beverage,”
ganic and fair-trade certified wine sales are increasing due to the
which makes the first two numbers of the code to be 20. The two
concern for the environment, regardless of high prices. Consum-
numbers that follow are 84 because it is defined more specifically
ers would rather be Earth-friendly, over Wallet-friendly.
as a “wine, brandy and brandy spirits” product.
There is also a new competitive position of wines based on their
Market Size
packaging. With more wines coming out, it is harder to stand out
In 2009, there was a surplus amount of wines but not enough
and have unique features show on the shelves. Mintel states that
demand. This caused volume sales to perform better than overall
22% of wine drinkers decide which bottle to buy based on brows-
dollar sales. (Mintel) This outcome can also be due to the fact that
ing and weighing the look and description of the label.
customers have become more “money savvy” and are prone to
buying lower-cost wines.
Economic Influences
According to Mintel, about a quarter of wine drinkers have
Americans are also becoming more interested in wine due to new
changed their spending behaviors in order to save money due to
innovative ideas and changes in the wine market. Wine marketers
the recession. People are watching what they spend and therefore
all over are promoting the health benefits of the beverage in order
are drawn toward less expensive wines. Additionally, price sensi-
to promote more of an everyday type of drink. According to Mintel,
tivity has caused 57% of consumers to spend less at restaurants
35% of Americans drink table wine as of 2008.
which leads to a big decline of wine purchases....
Market Trends
Market Segmentation
A wine revolution:
The wine market is essentially divided into four segments consist-
Wine consumers of the present and future have different view-
ing of table wine, sparkling wine, champagne, and fortified wine.
points than those of the “Baby Boomer” generation. People are
more willing to try new and different types of wines. Packaging and
Table wines are then divided into two segments, consisting of
6
domestic and imported wines. According to Mintel, domestic table
wines have continued to grow in the recession. The reason being
is because they have a price advantage over imported wines and
people who are moving down from more expensive wines take
notice to domestic wines.
Source: (Mintel-Wine 2010)
Domestic Wine
Consumers are looking more towards a “wallet-friendly” domestic
wine now rather than more expensive ones due to the recession.

Domestic table wine consumption, by type, by age, February According to Mintel, during 2004-2008, dollar sales of domestic
2009-March 2010 wine grew 37.5% and volume sales grew 10.5%. The price of do-
All 21-24 25-34 35-44 45-54 55-64 65+ mestic wine channels have grown to 24.6% from $5.62 per liter in
% % % % % % % 2004 to $7.00 per liter in 2008.
Merlot 43 41 48 46 42 42 39
Price Segment
Zin- 42 43 41 45 42 45 40 Due to the economic problems the United States has faced, there
fandel has been a huge decrease in premium and super premium wines.
Cab- 38 20 40 45 37 38 31 Consumers are looking for cheaper wines and want to be smart
ernet of what they are spending. More people became unemployed
Savi- through the past couple years so spending excessively may not be
gnon an option for many.
Char- 37 33 44 38 35 35 36
don- Employment status of the civilian non-institutional population
nay 16 years and over, 2000-10
Pinot 30 29 40 35 29 28 21 Month/Year Unemployed
Noir % of Pop.
Sauvi- 16 11 20 19 13 15 13 2000 4
gnon 2001 4.7
Blanc 2002 5.8
Cha- 12 9 6 9 10 15 17 2001 6
blis
2004 5.5
Bur- 11 9 11 11 10 14 10
2005 5.1
gundy
2006 4.6
Other 26 22 32 27 24 25 25
Red 2007 4.6
Other 21 20 24 24 18 19 19 2008 5.8
White 2009 9.3
Other 14 20 13 16 12 16 14 2010 -
Rose January 9.7

7
 February 9.7 $million % change Index 2005 Index 2010
March 9.7 2005 25887 - 100 85
April 9.9 2006 27827 7.5 107 91
May 9.7 2007 29684 6.7 115 97
June 9.5 2008 30525 2.8 118 100
July 9.7 2009 30217 -1 117 99
August 9.5 2010(est) 30621 1.3 118 100
Source: Mintel Wine - US - October 2010 - Market Drivers/U.S. 2011(fore) 31976 4.4 124 104
Bureau of Labor Statistics 2012(fore) 33807 5.7 131 110
2013(fore) 35605 5.3 138 116
Varietal Segment
The two top types of domestic wines both men and women prefer 2014(fore) 37373 5 144 122
are Merlot and Zinfandel. According to Mintel, Chardonnay and 2015(fore) 39223 5 152 128
Cabernet Sauvignon come close as well. Men enjoy drinking more Source: Wine - US - October 2010 - Market Size and Forecast
full-flavor, heavy red wines, (Merlot and Cabernet Sauvignon.)
Women prefer lighter wines such as Zinfandel and Chardonnay. *Mintel estimates that table wine (domestic and imported) ac-
counts for between 94-97% of the total dollar wine sales in the
Market Share U.S.
According to Mintel, the Wine Group’s Franzia (boxed wine) has ** Includes sales of all types of wine including table wine, Cham-
the largest market share by volume of domestic wines at 11.2 %. pagne and sparkling wine, dessert and fortified wine, vermouth/
Most other domestic wine brands have less than 2% in this market aperitif, and wine coolers
share.
Distribution
Market Forecast Customers are no longer spending money on the premium cost of
Mintel suggests that as consumers begin to see the worst of the wine at restaurants; rather, they are purchasing wine for at-home
recession to be over, they will become more prone to spending consumption. According to Mintel, super-centers/warehouse clubs
money. have seen the highest increase in wine sales. There is also a solid
growth, increasing 7.7 % from 2007-2009.
Additionally, the online network will channel more sales of wine.
Winemakers will shift their focus to e-commerce because it is what Figure 17: U.S. volume sales of domestic table wine, 2005-10
the consumer will begin to take interest in when purchasing wines. Year 000, 9-Liter % Change Index Index
(Such as Amazon.com) Cases 2005=100 2010=100
2005 185,600 3 100 90
Total U.S. dollar sales and forecast of wine, at current prices,
2006 191,100 2.8 103 93
2005-15
2007 196,500 2.2 106 95

8
 2008 200,750 1.9 108 97 Constellation
Constellation was founded in 1945 and is well known now for it’s
2009 204,525 3 110 99
premium wines and spirits. Currently, Constellation is the leading
2010(est) 206,570 1 111 100 wine producer in the world and leading premium wine company in
Source: Mintel Wine - US - October 2010 - Segment Perfor- the U.S. Their slogan is, “to elevate life with every glass raised.”
mance—Domestic Table Wine/The Beverage Information Group Some of Constellation’s most popular brands include, Robert
Mondavi, Hardys, Clos du Bois, Blackstone, Arbor Mist, Estancia,
Ravenswood, Jackson-Triggs, Kim Crawford, Corona Extra, Black
Competitive position Velvet Canadian Whisky and Svedka Vodka.
Competitive Context
FIGURE 29: Table wine sales of leading companies, by volume,
Among alcoholic beverages, beer and spirits are the top selling
2008 and 2009
beverages with wine coming in third. The top three brands in the
wine market are E&J Gallo, Wine Group and the Constellation Manu- 2008 2009 Change % point
brands. Combined, all three of these brands make up for over half facturer 2008-09 change
of wine sales nationally. 000, % share 000, % share % 2008-09
9-liter 9-liter
E. & J. Gallo cases cases
E & J Gallo Winery is the largest exporter of California wines. This E. & J. 59,244 21.9 59,344 21.8 0.2 -0.1
wine company was founded in Modesto, California in 1933 and Gallo
now operates seven wineries over 15,000 acres of vineyards with- The 43,891 16.3 44,568 16.4 1.5 0.1
in California alone and produces over 60 different brands of wine Wine
in 90 different countries. The company has been key in making Group
Sonoma County one of the premier wine growing regions in the Con- 34,254 12.7 33,988 12.5 -0.8 -0.2
world. Gallo offers a wide array of products including table wines, stel-
sparkling wines, dessert wines, fortified wines, import wines, fine lation
wines and distilled spirits. Brands
Foster’s 19,656 7.3 19,773 7.3 0.6 0.0
The Wine Group Wine
The Wine Group is most known for their inexpensive brands of Estates
wine that include brands such as Franzia. Their “wine in a box,” Ameri-
brand Franzia has been the highest selling product by the brand. ca*
This company not only offers bargain wines like it’s Franzia and Trin- 10,784 4.0 12,169 4.5 12.8 0.5
Underdog Wine Merchants, they also sell premium wines, both chero
bottled and boxed. Some of their other brands that they sell in- Family
clude Corbett Canyon, Mogen David Kosher, Glen Ellen and Ital- Estates
ian Casarsa. Bronco 10,059 3.7 11,308 4.2 12.4 0.4
Wine

9
 W. J. 9,349 3.5 9,194 3.4 -1.7 -0.1 Liv-
Deutsch ings-
6,800 3.4 6,500 3.2 -4.4 -0.2
& Sons ton
Banfi 7,182 2.7 7,909 2.9 10.1 0.2 Cellars
Vintners Peter
6,100 3.0 6,200 3.0 1.6 0.0
Vella
Sub- 194,417 72.0 198,253 72.9 2.0 0.8
total 3,500 1.7 3,150 1.5 -10.0 -0.2
All other 75,583 28.0 73,872 27.1 -2.3 -0.8 Turn-
ing 3,000 1.5 2,500 1.2 -16.7 -0.3
Total 270,000 100.0 272,125 100.0 0.8 0.0
Leaf
This table shows the percent of sales for the leading wine
Red-
companies from 2008 to 2009. It is visible that E & J Gallo is cur-
wood 1,500 0.7 1,400 0.7 -6.7 -0.1
rently the leading wine distributor in sales at 21%. In second is Creek
The Wine Group at 16.4 percent of total sales and Constellation is
Other 6,204 3.1 6,567 3.2 5.9 0.1
in a close third at 12.5%
The
Wine Total 42,961 21.4 43,768 21.4 1.9 0.0
Manufacturer and brand shares
Group
FIGURE 30: U.S. domestic table wine brand sales by volume, part
Fran-
1, 2008 and 2009
zia
Change % 22,750 11.3 23,000 11.2 1.1 -0.1
Com- Wine-
Brand 2008 2009 2008- point taps
pany
09 change
Al-
000, 000, 6,800 3.4 6,700 3.3 -1.5 -0.1
% % 2008- maden
9-liter 9-liter % Ingle-
share share 09 3,050 1.5 3,300 1.6 8.2 0.1
cases cases nook
E.&J. Cor-
Gallo Total 54,604 27.2 55,017 26.9 0.8 -0.3 bett
Winery 2,950 1.5 3,100 1.5 5.1 0.0
Can-
Carlo yon
13,200 6.6 13,400 6.6 1.5 0.0
Rossi Fox-
2,500 1.2 2,600 1.3 4.0 0.0
Twin horn
8,300 4.1 7,800 3.8 -6.0 -0.3
Valley Glen
2,050 1.0 1,650 0.8 -19.5 -0.2
Bare- Allen
foot 6,000 3.0 7,500 3.7 25.0 0.7 Fish
1,200 0.6 1,400 0.7 16.7 0.1
Cellars Eye
Other 1,661 0.8 2,018 1.0 21.6 0.2

10
 Con-
stella- Total 30,514 15.2 30,270 14.8 -0.8 -0.4
tion
Wood-
bridge
by
7,300 3.6 7,326 3.6 0.4 -0.1
Robert
Mon-
davi
Arbor
3,864 1.9 3,695 1.8 -4.4 -0.1
Mist
Ven-
2,998 1.5 3,023 1.5 0.8 0.0
dange
Robert
Mon- The above chart and graph explain the market share for
davi the three leading wine brands in the market. E&J Gallo leads the
1,826 0.9 1,794 0.9 -1.8 0.0
Private market with 26.9% of the market share. At a close second, The
Selec-
Wine Group currently holds 21.4% of the market while Constella-
tion
tion stands in third with 14.8% of the market.
Clos
du 1,749 0.9 1,622 0.8 -7.3 -0.1
Below are the tables of the top five Chardonnay and Pinot
Bois
Noir brands, who makes them, how much they cost and where
Black they are made. These tables prove that Bridlewood is not the
1,130 0.6 1,530 0.7 35.4 0.2
Box
top in either category for Pinot Noir or Chardonnay. However, by
Black- examining the differentiating qualities of Bridlewood compared to
1452 0.7 1308 0.6 -9.9 -0.1
stone
these wines it proves that not only does Bridlewood have the great
Other 10,195 5.1 9,972 4.9 -2.2 -0.2 taste of a premium wine, but it also has a much lower price than
SOURCE: Mintel/The Beverage Information Group any of these other top wine brands which gives Bridlewood lots of
opportunity as well as a leg up on these tough competitors.

11
Top Chardonnay Brands: Chalone Chalone Pinot $25 Salinas Valley,
Brand: Name: Cost: Made In: Noir 2003 California
Von 2001 Diamond $40 St. Helena, Cloudline Cloudline Pin- $18 Willamette Val-
Strasser Mountain California or Noir 2003 ley, Oregon
Napa Valley Clos Du Val Carneros Vine- $34 Carneros,
Rainin Vine- yard Pinot Noir California
yard Chardon- 2001
nay Source: Forbes.com/”25 Great American Pinot Noirs.”
Patz & Hall 2001 Russian $36 Rutherford,
River Valley California Although there is much competition within the wine cat-
Dutton Vyd. egories, some of the main competition of wines is beer due to it’s
Chardonnay low prices and spirits because of it’s variety of flavors. According
Talley 2001 Arroyo $35 Arroyo to Mintel, the consumption of distilled spirits is up to 47% among
Grande Valley Grande, Cali- ages 21 and up while beer is a close second at 46%. Wine is at
Rincon Vine- fornia third place in the alcohol category at 34%.
yard Chardon-
nay Jan 2005-Oct Jan 2007-Nov Feb
Bannister 2001 Russian $28 Sebastopol, 2005 2007 2009-March
River Valley California 2010
Rochioli & Al- Base: adults 23,514 23,680 22,511
len Vineyards aged 21+
Chardonnay % % %
Cakebread 2002 Napa $35.50 Rutherford, Distilled spirits 45 46 47
Valley Char- California (net)
donnay
Beer (net of all 45 45 46
Source: Wine&Spirits Magazine/”Top Ten Best Chardonnays.”
alcoholic beer)
Top Pinot Noir Brands: Imported and 33 35 34
domestic
Brand: Name: Cost: Made In:
wines (net)
Belle Vallee Grand Cuvee $49 Willamette
Champagne 16 18 16
Pinot Noir Valle, Oregon
and sparkling
Bohan-Dillon Bohan Dillon $28 Sonoma wines
Pinot Noir, Coast, Califor-
Coolers 17 15 14
Hirsch Vine- nia
yard 2003

12
 Prepared 10 9 7 Within the wine industry, white wines are expected to become
cocktail mixes more popular in the next couple of years and sales are expected
with liquor to go up. The leading white wines will include Pinot Grigio, Ries-
ling and Moscato. According to Mintel. Within California, Chardon-
Port, sherry and 6 7 6
nay is still the most popular wine among consumers. Pinot Noir,
dessert wine
however had the biggest increase in sales. However, Cabernet
Sauvignon, Merlot and Syrah have faced the largest decrease in
Although wine’s biggest competitors consist of beer and
sales last year. To change the wine market and deal with the de-
spirits, according to the Beverage Industry’s June 2010 list of the
crease in sales of certain varieties of wine, many California winer-
Top 100 Beverage Company’s article, E&J Gallo holds a posi-
ies have created original blended red wines. (Wine US Mintel)
tion as number 24, in the top half of the beverage list. However,
Constellation holds a position as number 15 and the Wine Group
stands as the 34th top beverage company. The Consumer
The size of the market
There are approximately 76,630,000 (21,369,601 Households)
potential wine consumers who are aged 21+ in the U.S. according
to Mintel. With that known number, our refined Los Angeles, CA
DMA has a known 1,172,293 households that consume wine on
a regular basis (SRDS). Due to the recession, lower numbers of
people have been drinking wine and choosing the less expensive
alternative beer (trends 2004-2009).

Trends in consumption of table wine versus other alcoholic bever-

ages, 2004-2009
Base: Adults 2004 2006 2009
Current Trends:
aged 21+
Premium Wine sales are going down:
In the past, consumers have slowly started to buy more and more 23,463 23,428 24,041
premium wines and have been willing to pay the higher prices for % % %
them. However, at the turn of 2008 when the recession hit, con- Beer(net of all 46 45 47
sumers have began to search for better deals when buying wines. alcoholic)
Consumers have begun to realize that they can find wines that Distilled 46 42 45
they actually like at a price that suits their budget. This has not Spirits(net)
only lowered sales for premium wines, but it has also changed the
Imported and 38 34 35
way consumers view all wines, premium and budget.
Domestic
Wines(net)
Change in sales of wine varieties:

13
 Champagne 19 17 17 “Do you drink…?”
and Sparkling Base: 8,849 adults aged 21+ who drinks domestic wine
Wines
Coolers 18 16 15 All Male Female
Cordials and 18 15 14 % % %
Liqueurs Merlot 44 50 40
Port, Sherry, 7 7 7 Zinfandel 43 38 47
and Dessert Chardonnay 37 35 39
Wine Cabernet Sau- 36 42 32
Prepared 8 8 8 vignon
Cocktail mixes Pinot Noir 28 30 27
with Liquor
Sauvignon 15 13 16
*Source: Mintel/Experian Simmons
Blanc
Habits of the consumers Burgundy 12 16 10
There are many factors that compose the market in the wine Chablis 12 12 12
industry. This can be tied into the region, age, gender, and eco- Other Red 26 30 24
nomic setting of the consumer. According to Mintel, women are Other White 25 22 27
more likely to consumer wine on a more regular basis. This is sup- Other Rose 13 13 14
ported by the fact that 38% of women consumed wine while only Source: Mintel/Experian Simmons NCS/NHCS: Winter 2009 Adult
31% of men consumed wine in 2009. Also, the male consumption Full Year—POP
of wine has significantly decreased since 2004. This informa-
tion is based on the fact that men prefer more flavor rich products Who is consuming wine?
such as a darker red wine or beer. A survey completed by Mintel
showed that respondents report drinking an average of 5.11 glass- Gender
es of domestic wine in the past 30 days which is the equivalent Although men may drink more wine in quantity per month, women
of 1.3 glasses per week. Usage increased from 2004-06 but has as a whole population consumer more wine (38% compared to
remained fairly consistent from 2006-09. Frequency of drinking 31%). However, men and Hispanics are more likely to spend more
imported wine is slightly lower at 4.53 glasses in the past 30 days, on a bottle of wine than women are. Men are also more likely
or 1.1 glasses per week. However, frequency of consumption of to experiment with new wines but also tend to stay brand loyal.
imported wines has continued to escalate from 2004-09. During Women on the other hand are much more price conscious when it
2004-09, the frequency of drinking domestic wine increased 4.5% comes to their wines (Mintel). Regardless of the occasion, men re-
while that of drinking imported wine rose by 6.8%. port paying more per bottle of wine than women. On average, men
are willing to shell out an additional $7 more per bottle, suggesting
Domestic table wine consumption by type, by gender, February that marketers of premium wines should target men.
2008-March 2009

14
*Average number of glasses of wine drunk in past 30 days, im- 55-64 5.60 5.07
ported vs domestic, by key demographics
65+ 5.45 4.37
Gender Domestic Wine Imported Wine *Source: Mintel/Experian Simmons NCS/NHCS: Winter 2009 Adult
Male 5.32 4.94 Full Year—POP
Female 4.96 4.18
Both 5.11 4.53 Race/Income
Source: Mintel/Experian Simmons NCS/NHCS: Winter 2009 Adult Whites compose the prime consumer for domestic wines but His-
Full Year—POP panics form the prime consumer for imported wine sales/consump-
tion. Hispanics pose as a largely untapped demographic in the
Age domestic wine category. It is believed that introducing and educat-
The prime age group for wine drinkers is composed of 55-64 year ing Hispanics on domestic wines could greatly benefit sales.
olds for both domestic and imported wines but the prime demo-
graphic to advertise to for an increase in wine sales is the age Household income also plays an important part in wine consump-
group of 21-32 years old. The maturing Baby Boomer set remains tion and sales. Mintel showed that both domestic and imported
highly influential to wine sales as they exhibit the highest incidence wine consumption was marked the highest in $100K + income
of use. However, the recession has caused this group to retract demographic. This may be due to their higher level of disposable
somewhat in their spending and use of wine. income and the ability to purchase more non-essential products.
The youngest segments of the population, known as the Millen-
nials (aged 21-32 ), are a prime group for wine makers to target *Average number of glasses of wine drunk in past 30 days, import-
because they are the least likely age group to use wine. By 2014, ed vs domestic, by key demographics
this group will have grown 17.5% in aggregate and will represent Race/Origin: Domestic Wine Imported Wine
a quarter of the population. Making wine accepted by this group All 5.11 4.53
is essential to future sales. Also, the age group of 21-34 is usually Hispanic 4.74 4.66
targeted more towards beer and distilled spirits. However, there
White 5.18 4.59
is a potential for a large growth in this demographic if they can be
properly reached with a particular message. Black 5.03 3.70
Asian 4.50 3.85
*Average number of glasses of wine drunk in past 30 days, import- Household Income:
ed vs domestic, by key demographics Under $25K 4.69 3.91
Age Domestic Wine Imported Wine $25-49.99K 48.7 4.11
All Ages 5.11 4.53 $50-74.99K 5.08 4.49
21-24 4.30 3.93 $75-99.99K 4.63 3.96
25-34 4.53 3.90 $100K+ 5.58 5.00
35-44 4.80 4.70 *Source: Mintel/Experian Simmons NCS/NHCS: Winter 2009 Adult
45-54 5.16 4.59 Full Year—POP

15
Region State Map of Wine Consumption:
The last bit of important information about wine consumption is
the region. The West region showed to have the highest rate of
domestic wines while the Northeast showed to have the highest
imported wine rates. Regional variances are noted in frequency
of domestic wine, with the West consuming the greatest average
number of glasses. The fact that this area of the country is “Wine
Country” would encourage residents of these areas to buy local
and to have a vested interest in these domestic wines. On the flip
side, respondents in the Northeast illustrate the highest frequency
of consumption for imported wines. With the greatest European
influences in this region, the higher acceptance and usage of im-
ported wines is expected.

*Average number of glasses of wine drunk in past 30 days, import-

ed vs domestic, by key demographics
Region Domestic Wine Imported Wine
All Regions 5.11 4.53
Northeast 523 4.89
Midwest 4.62 4.12 Popular lifestyles of those who consume wine in the US
South 5.17 4.72 The Top 10 Lifestyles Ranked by Index (for wine consumers):
West 5.37 4.16 -Gourmet cooking/fine foods=252
*Source: Mintel/Experian Simmons NCS/NHCS: Winter 2009 Adult -Foreign travel=232
Full Year—POP -Snow skiing frequently=219
-Attend cultural/art events=214
-Real estate investments=208
-Tennis frequently=203
-Fine arts/antiques=194
-Cruise ships vacations=193
-Stock/ bonds investments=192
-Fashion clothing=188

*SRDS Lifestyle Analyst

16
Consumer knowledge/attitudes and influential factors of home.
wine:
Factors influencing and impacting the decision to buy wine, by
Overall, wine portrays a positive health perception among those gender, July 2009
who drink it, with 86% believing that red wine is good for the heart “Which of the following do you do when buying wine?”
and 84% saying that drinking wine in moderation is good for over-
all health (note only in moderation). However, many consumers
do not know how drinking wine actually helps their health and is Answer All Male Female
mostly based upon assumptions and not factual information. Also, Stick to the 67 62 72
younger audiences do not support this belief as strongly because type of wine I
it doesn’t necessarily pertain to them. Consumers also tend to know or like
believe that the more wine they drink the more they perceive to
Stick to brands 45 49 41
know about wine and its flavors. This can be coined as “drinking
I know
confidence.” Audiences also believe that certain wine flavors can
coordinate with certain food items. Decide after 37 35 38
hearing a good
By using promotions for value-priced and highly rated wines, review about
manufacturers have helped consumers accept the idea that good a wine from
wine does not have to be expensive. According to Mintel, 86% of friends + fam-
respondents agreed with this statement. Further, less than a third ily
believe that more expensive wine tastes better. This is an attitude Decide mainly 31 27 34
that is most prevalent among inexperienced wine drinkers (ages by price
21-24). This particular age group also tends to consume more Decide after 25 25 27
beer and distilled spirits but also tends to like fruitier wine varieties. in-store sam-
pling
Factors consumers weigh when selecting wine are type and vari- Decide after 25 22 27
ety, which composed 67% of respondents while the brand of wine browsing and
composes 45% respondents. Recommendations given by family weighing the
and friends weigh in as part of the decision-making process for look and label
37% of respondents. However, another factor that ties into the final
Decide after 18 18 17
purchase of wine is what they know about wine. If the consumer
reading a
knows something about a particular wine then they are 2/3rds
written recom-
more likely to choose it. However, 45% of respondents also try to
mendation
remain brand loyal through their entire wine buying experience.
They said they spend the most (nearly $31 a bottle) for wine on Decide after 16 15 17
special occasions such as a holiday or party. This is twice as much consulting a
as respondents say they spend on wine bought for consumption at retailer or staff

17
Stick to a wine 15 19 12 I buy wine “casks” (boxed wine) 15
of a particu- to save money
lar country or Trading out Category:
region I am drinking more non-alco- 22
None of the 2 2 1 holic beverages and less wine
Above due to the economy
Source: Mintel This year, I tend to drink less 18
expensive alcoholic beverages
Trends instead of wine to save money
The recession has caused changes in the behaviors of I am drinking more beer and 14
many wine consumers. It has caused many consumers to trade less wine than last year to save
down for better value over things such as quality perception and money
status. Because of this current trend, the sales of premium wines
have suffered. This has caused a change in the behavior of the Source: Mintel
consumer as well as a perception in “premium” wines. Beer also
posed a threat to wine sales in the recession. Mintel showed that Among this recession there is some light. Domestic wines
14% of all wine drinkers are now drinking more beer and less wine have continued on a path of modest growth from 2004-08. Be-
in 2009 due to beer being a less expensive choice in the alcohol cause of a pricing advantage, domestic wines (collectively) have
beverage category. Beer is also does a better job of using pro- proven to be somewhat recession-proof. Of course, the story
motions to reach key demographics. Also, due to wine being tied within the domestic wine segments—unpretentious, value-priced
into the non-alcoholic beverage category it has shown to be de- wines fuelling sales, which reveals that price-sensitive consumer
creasing in consumption. People are now drinking these types of behavior is evident.
beverages over wine due to them being cheaper. It could be hard
to once again convince consumers to revert back to their usual Total U.S. volume sales of table wine, domestic vs imported,
premium wine purchasing patterns.
All 21- 25- 35- 45- 55- 65+
Impact of recession on alcoholic beverage choice, July 2009 24 34 44 54 64
I am drinking more 35 41 42 43 33 32 18
Trading Down within the cat- % alcoholic bever-
egory: ages at home than
This year, I am drinking less 37 last year to save
expensive bottles of wine to money.
save money
I am drinking less wine at res- 35
taurants/than last year because
of the recession

18
 the amount of wine shipped to onsite or offsite locations. Below
Dealers, Distributors, and is a map showing the states that are reciprocal (yellow), limited
brokers (blue), and prohibited (purple).

According to Everette Adams – former salesman at Columbia

Distributing – wine begins its journey at the manufacturer. It then
is either sold directly to the consumer on-site or it makes its way to
the retail establishment – supermarkets, restaurants, convenience
stores, etc. – In a few different ways. If the retail establishment
is large enough, they way choose to distribute the product them-
selves. Safeway, QFC, and Fred Meyer’s are prime examples of
supermarkets that practice this operation. Another way would be
to go through a distributor such as Columbia Distributing or K &
L Distributors. In order to get their products carried by retailers,
salesmen from these companies must know what their product
tastes like, what beverages are similar to it, and what type of foods
it goes with. They must also constantly be monitoring the place-
ment of their wine in the retail establishment as well as what their
competition is doing. In addition, they must be forecasting out
three to six months ahead. These forecasts typically come from Source: wi.shipcompliant.com
how the wine has previously performed. If the wine is being sold
in a new market, previous sales in test markets or markets where It is also important to realize that eight states do not allow alcohol
the wine has been sold are used for the forecasting (Interview with sales on Sundays and eleven states – including California – pro-
Everette Adams). hibit tasting at off-premise locations (Wine Handbook 150).

The Three-Tier System Consumer Attitudes

In the United States, wine must pass through the three-tier system
before it reaches the consumer. This allows the state to regulate
the sale of wine as long as they do not violate federal law in the
process. In this system, the manufacture ships their product to a
wholesaler, who then distributes it to retailers where the consumer
can buy the product (Rackings).
State Shipping Laws
Each state has its own laws when it comes to direct-to-consumer
shipments. In California, where Bridlewood is produced, all that
is needed for interstate shipping is a permit and there is no limit to
One of the most important issues to consider when attempting to
sell a product is the consumer’s attitude about that product and
the reasons for the attitude. Consumers’ attitudes are typically af-
fected by a number of things; money, the age of the consumer, the
time of year, what they think about a product or brand, their loca-
tion, their exposure to the product, or how they were raised. In the
following paragraphs, we will look at each more specifically.
As with most products, attitudes are typically affected quiet a bit by
consumer’s incomes and the state of the economy. Since the re-
cession has happened, on-premise sales have declined and more
people are choosing to drink wine at home instead, as seen by the

19
chart below. Source: Mintel; Wine – US – October 2010 Table Domestic Imported Table
Wine(net) Table Wine Wine
This has obviously changed the market significantly. The chart All 34 33 16
below illustrates this by showing the changes that have taken
Under $25K 21 20 8
place in the market since 2008. A major reason for the decline of
on-premise purchases is due to the fact that fine dining has been $25K-49.99K 28 27 11
hit hard by the recession. $50K-74.9K 33 32 15
$75-99.99K 38 37 20
US wine sales by retail channel. $100K+ 48 46 25
2008 2010(est) Source: Mintel; Wine – US – October 2010
Channel $ Million % $ Million % %
On- 10,867 35.6 10,327 33.7 -5.0 In the United States, the legal drinking age is 21. However, when
Premise people turn 21, they do not necessarily start drinking wine imme-
diately. A few freshly legal consumers begin to, but in general, the
Super- 5,388 17.7 5,830 19.0 8.2
older a consumer is, the more wine they will drink on average in a
markets
month.
Super-
centers/ Consumption of wine by age
Ware- 3,038 10.0 3,661 12.0 20.5 Age Average Glasses of Domestic
house Wine Per Month
Clubs
21-24 4.42
Other 11,232 36.8 10,804 35.3 -3.8
25-34 4.41
Off-
Premise 35-44 4.55
Total 30,525 100.0 30,621 100.0 0.3 45-54 5.17
Source: Mintel; Wine – US – October 2010 55-64 5.29
65+ 5.37
Income also largely effects whether or not someone drinks any Source: Mintel; Wine – US – October 2010
kind of wine. As a general rule, the higher one’s income, the more
likely they are to consume wine. The chart below captures this Although consumers drink wine all the time, there are certain
trend. months that see increased sales. These months tend to be No-
vember and December. The holidays can most likely be given
Table Wine Consumption, by household income, Feb.2009- credit for this increase. Below is the percent of wine sold per
Mar.2010 month in 2009.

20
 Month Share Percentage nation’s domestic wines come from that part of the country.
In the interview with Everette Adams, one of the things that was
January 7.3
emphasized was the placement of the product on the shelf. Bev-
February 7.3 erage distributors strongly insist that their product be on the end of
March 6.9 isles so that consumers are more likely to notice the product while
April 8.1 passing by it.
May 8.5
June 7.9 According to Mintel, many adults aged 25-34 may drink wine be-
cause they learned about it from their parents. Therefore, these
July 8.0
people’s attitude may be much more favorable to wine than con-
August 8.5 sumers in other age groups (Mintel; Wine – US – October 2010).
September 7.6
October 8.3 Health Appeal
November 10.1 Another attribute that drives sales of wine and effects consumers’
attitudes is the health appeal. Although it has been documented
December 11.6
that all alcohol - consumed moderately - can help raise good cho-
Source: Wine Handbook p. 7
lesterol, wine has many added benefits that other types of alcohol
cannot claim. These include antioxidants, resveratrol that reduces
A consumer’s thoughts towards a product can be affected by many
the number of fat cells, and ingredients that lower the risk of can-
things. How they feel about the taste is a major factor, but another
cer.
important aspect is the culture they associate wine with. Promo-
tions are one way for a brand to establish a culture that consumers
The popularity of natural foods has also affected wine purchases
desire to be a part of. Although it is unclear if E & J Gallo has had
as of late. According to Mintel, sales of wine in natural product su-
any promotions featuring their Bridlewood product, one thing that
permarket retail stores increase by roughly $5 million in both 2008
is clear is that they have done a great job promoting their Barefoot
and 2009. Of this increase, red wine did almost twice as well as
Cellars line. This line sells for about $6 and features footprints
white wine because it is affiliated with heart health. The age group
on its labels. With this line, E & J Gallo has set up a blog for their
most interested in these types of products tend to be members of
customers to discuss wine with and connect with other. Younger
Generation X (Mintel; Wine - US – October 2010).
consumers view Barefoot Cellars as “palatable,” but the product
is “still interesting” enough for the more experienced wine lovers
(Mintel; Wine – US – October 2010). Advertising history
The region in which a consumer lives factors into their attitudes as Advertising Expenditures
well. In the Northeast and on the West Coast, often times the type Wine suppliers spent a total of $76 million on advertising during
of wine consumers choose to drink is socially driven by the current 2009, a 14.5% decline over 2008. Print advertising such as maga-
trends. Consumers on the West Coast are also more likely than zines, and newspaper continue to be the most important form of
consumers of any other region to drink domestic wine at an aver- advertising in the wine industry. By using publications that target
age of 5.22 glasses per month. This may be because many of the specific audiences, marketers can achieve maximum reach. Print
21
advertising, followed by television and then radio, was the largest Manu- 2008 2009 Change % pt
medium for wine advertising. In 2009, print spending totaled $64 facturer 2008- cha-
million; total TV was $10.6 million; and radio was $1.2 million. 09 nge
000, 9-li- % 000, 9-li- % % 2008-
ter cases share ter cases share 09
E. & J. 59,244 21.9 59,344 21.8 0.2 -0.1
Gallo
The 43,891 16.3 44,568 16.4 1.5 0.1
Wine
Group
Con- 34,254 12.7 33,988 12.5 -0.8 -0.2
stel-
lation
Brands
Foster’s 19,656 7.3 19,773 7.3 0.6 0.0
Wine
Estates
E. & J. Gallo increased its overall ad spend by 9.1% in 2009. Total Ameri-
budget was almost $7.5 million, the third highest amount of ad- ca*
vertising expenditures behind Constellation and Jackson Family Trin- 10,784 4.0 12,169 4.5 12.8 0.5
Wines. chero
Family
Advertising expenditure on wine, by producer and brand, 2008-09 Estates
Manufacturer
Bronco 10,059 3.7 11,308 4.2 12.4 0.4
Wine
Volume Sales
The total volume sales of wine grew from 270 million 9-liter cases W. J. 9,349 3.5 9,194 3.4 -1.7 -0.1
in 2008 to 272 million in 2009, an increase of 0.8%. The high cost Deutsch
of wine kept many recession-strapped consumers from indulging & Sons
in the category. Banfi 7,182 2.7 7,909 2.9 10.1 0.2
Vintners
E. & J. Gallo topped the market share with 21.8% of volume wine Sub- 194,417 72.0 198,253 72.9 2.0 0.8
sales with volume sales of 59.3 million 9-liter cases in 2009, a total
0.2% increase over 2008. The following is a table of Table wine All other 75,583 28.0 73,872 27.1 -2.3 -0.8
sales of leading companies, by volume, 2008 and 2009:
Total 270,000 100.0 272,125 100.0 0.8 0.0

22
Advertising Appeals Used by Competition
Kendall Jackson’s tagline: “Welcome to Kendall-Jackson Country”
invites new consumer to the brand. Their ads dramatically demon-
strate the Jackson family’s beautiful, rugged, mountainous, coastal
vineyards from which Kendall-Jackson wines are made (the more
harsh the terrain, the longer it takes for grapes to ripen, and the
more flavorful they become). More than that, the ads subtly invite
people to come to the California wine country—both literally and
indirectly through the wine.

Yellow Tail is positioning their wine to be something that can be

consumed on a daily basis. Their tagline: “Open for Anything” sug-
gests this. Yellowtail makes wines for “anyone to enjoy. Any time.
Any place.” They strive to create a quality wine that’s fun, flavor-
ful, and bursting with a personality all of its own.

Fish Eye’s tagline for their new campaign is: “This Wine Jumps
Out of Your Glass!” Fish Eye wine is going for a look similar to
Yellow Tail. The laid-back, brightly colored labels attract a younger
audience that is not interested in expensive wines. Their tagline
also suggests that Fish Eye is marketing itself as a wine for daily
consumption.

The Wild Horse Winery & Vineyards is also located in the Central
Coast region. Wild Horse is positioning itself as the unique win-
ery with the free-spirited attitude, driving curiosity and passion
for fine winemaking. The tagline: “Live Naturally, Enjoy Wildly. In
The Unbridled Spirit of California’s Central Coast,” exemplifies the
winery’s free and noble spirit that embodies their commitment to
spirited winemaking.

23
 This allows consumers, not just membership holders, to benefit
Sales promotion from purchasing multiple bottles of wine thus; by purchasing the
bottles together, they are able to save money rather than purchas-
Bridlewood Estate Wines
ing them separately.
Online Coupons (taste and save!) Print out and save 15% off your
total wine purchase on your next visit. Having online coupons
Clos Du Bois Super Premium
not only allows Bridlewood to generate product knowledge but it
Clos Du Bois paired with Seattle-based kitchenware retailer Sur la
directs consumers to their website. Thus, established a greater
Table for a joint promotion, including in-store food and wine pair-
market base.
ings, cooking demonstrations, printed POS materials, and in-store
displays. Poster displays will also generate awareness about the
Bridlewood Estate Winery offers a wine club. What’s different
joint promotion. Released during two different times of the year,
about Bridlewood’s wine club is that every other month Bridlewood
the one in the spring will feature Clos du Bois Chardonnay and the
will send two bottles of Bridlewood wine to club holder’s home.
one in the winter will feature Clos Du Bois Zinfandel.
Not only this, but they receive special discounts such as 30% off
for online and tasting room orders, 25% off for telephone orders,
In February of 2009, as a part of American Heart Month, Clos Du
access to their croquet court and private picnic grounds by the
Bois sponsored the Toast to Women Campaign. On February 6,
Bridlewood Lake and vineyard reports and information on new
2010 they joined millions of women to celebrate the National Wear
vintages in our bimonthly newsletter.
Red Day, where this campaign was launched. This year long pro-
motion encouraged consumers to send a free e-card to a special
Bridlewood’s newsletter gives consumers the latest news on Bri-
woman in their lives in hopes of raising awareness for women
dlewood. The newsletter includes new releases vineyard reports
who suffer with heart disease. For every e-card sent, Clos Du Bois
and upcoming events. This will generate knowledge to our con-
donated one dollar to the campaign benefiting WomenHeart, up to
sumers, encouraging them to take part in other promotional events
$100,000.
and activities. In order to receive the newsletter consumers must
sign up giving their full name and e-mail. This allows Bridlewood to
Estancia Super Premium
receive consumer permission to contact them.
Estancia Winery offers a guestbook that keeps consumers in-
formed about special sales promotions and winery news. Consum-
Kendall Jackson Vintners Reserve
ers are asked to give their full name, e-mail address and state.
Like many other wineries, Kendall Jackson offers a year round
This allows Estancia to establish a relationship with their consum-
membership promotion. Nevertheless, at Kendall Jackson con-
ers.
sumers are offered two different Clubs, the Estate Club and the
Classic Wine Club. Both Clubs offer discounts on purchased and
Instead of offering its own wine club, Estancia promotes its wine
invitations to wine club events and festivals, but the Classic Wine
through establishing a wine club through Hartwick and Grove
Club is limited to particular wines where as the Estate Wine Club
Wine Merchants. Instead of offering discounts on just Estancia, by
offers a more vast variety of wines.
creating a wine club through Hartwick and Grove, consumers can
not just get discounts on Estancia. Though this may not encourage
To generate sales during the Holidays, Kendall Jackson has cre-
brand loyalty, it will still encourage consumers to purchase Estan-
ated their Holiday Gift Sets as well as a Create your own gift set.

24
cia and join the wine club.

Rodney Strong Super Premium

Presented in associated with Omega Events, The Rodney Strong
Summer Concert Series allows guests to enjoy top performances
while being surrounded by the beautiful vineyards. Along with the
entertainment, delicate food spreads are offered throughout the
property so that guests may relax and eat as they enjoy the music
and essence of wine country.

Every month, Rodney Strong will feature the Wine of the month.
This encourages consumers to try different wines, while teaching
them about the different wines offered at Rodney Strong. This
month the featured wine is the 2007 Symmetry, Red Meritage,
Alexander Valley normally $55, now $41.25.

Francis Coppola Diamond Collection

Currently, Francis Coppola has partnered with several Costco
locations in Illinois, Indiana, Michigan, Minnesota and Missouri
for a special promotion to benefit breast cancer research. Francis
Coppola will donate a dollar of every bottled purchased to support
breast cancer, up to $100,000¬.

As a Member of Francis Coppola Winery and customers are able

to enjoy automatic shipments of wine and fun Coppola related
items delivered directly to their doorstep. In addition to First Mem-
ber status, access to Coppola’s newest releases, members-only
wines, and increased wine allocations, will be offered. Like other
memberships, Coppola also offers a significant discount for mem-
bers, along with access to events and complimentary wine tasting
and public tours.

25
s.w.o.t Analysis
Strengths
• E. & J. Gallo is one of the leading wine competitors
• Table wines generate most revenue
• Made in Central Coast which is known to help create find and
quality wines

Weaknesses
• Small menu presence in on-premise channels compared to
beers & spirits
• Consumers lack knowledge of quality of wine
• Unknown brand

Opportunities
• Healthy living trends are on the rise
• Recession is diminishing and economy is improving
• Wine Innovations Threats:
• Intimidating feelings of wine market
• Competition between different wine labels & large market
• Price-conscious consumers, switching to lower-priced wines

Threats
• Intimidating feelings of wine market
• Competition between different wine labels & large market
• Price-conscious consumers, switching to lower-priced wines

26
campaign objectives
• Launch campaign on Saturday, January 1, 2011
• Overtake the position of Wild Horse Winery in the market
• Grow the brand with an ultimate goal of 180,000 case
sales by the end of 2011
• Own the market share for super premium wine sales by
single adults between the ages of 25-34
• Execute a specific target campaign for five metropolitan
areas with a specific focus of Los Angeles, CA.
• Grasp attention of consumers and trade companies
across the nation
• Achieve a total of 800 GRPs in the 52-week ad campaign.
• Stay within a budget of $2.5 million

27
recommended target audience
Target Audience for wine: tential to be educated about Bridlewood and in turn create future
For our target audience we recommend males and females aged profits.
25 to 34 years old who have an income of $60,000+. This mar-
ket is composed of lower consumption of wine compared to older Gender:
demographics but poses the most potential for education on the According to Mintel, 38% of woman drink wine and 31% of males
Bridlewood product and in turn will create increased future sales. drink wine (Mintel) which helped us to decide to market towards
Here is a breakdown of our proposed target audience: both of these genders. In the past 30 days, males consumed an
average of 5.32 glasses of domestic wine while women consumed
-Ages: 25-34 years old an average of 4.96 glasses.
-Gender: Females & Males
-Marital Status: Not Married Percent of Consumption of Chardonnay and Pinot Noir Based
-Income: $60,000+ Upon Gender
-Education: Graduated College All (%) Male (%) Female (%)
Chardonnay 37 35 39
Age:
Pinot Noir 28 30 27
We found the ages of 25 to 34 year olds who consume wines
to hold much promise in increasing sales for Bridlewood wines
(Index#105). This age group also tends to drink 4.53 glasses of Source: Mintel/Experian Simmons NCS/NHCS: Winter 2009 Adult
Domestic wines every 30 days and 32% of this audience drinks Full Year—POP
imported and domestic wines (Mintel). *explain what index means,
5% more likely to drink wines Marital Status:
Due to the younger age of our proposed audience we found that
Consumption of Wine, Chardonnay, and Pinot Noir Based Upon they tend to not be married but still maintain the frequent con-
Ages 25-34 sumption of wine. More specifically, this unmarried audience also
tends to have higher index numbers when it comes to the con-
Index(#) Percent(%) sumption of Chardonnay and Pinot Noir.
Drinks Wine 105 32
Drinks Chardonnay 125 41 Consumption of Wine, Chardonnay, and Pinot Noir Based Upon
Drinks Pinot Noir 126 34 Marital Status(Unmarried/Never married)
Index(#)
Source: Simmons Drinks Wine 167
Drinks Chardonnay 176
According to Mintel, wine is usually only marketed towards people
Drinks Pinot Noir 224
35 and older. Knowing this, our proposed audience has the po-

28
 Drinks Pinot Noir 250
Source: Simmons
Source: Simmons
Income:
According to Mintel, people with higher incomes (expendable Looking at the Lifestyle Market Analyst, we found that people
wealth) tend to drink more wine than lower incomes. This is why who consumer wine tend to participate in certain lifestyles. These
we have proposed to use a higher income for our target audience. include:
People with an income of $50,000 or more drank anywhere from
4.63 to 5.08 glasses of domestic wine in the past 30 days (Mintel). Top 10 Lifestyles of People Who Consume Wine
Index(#)
Consumption of Wine Based on Income ($60,000 -$99,999)
Gourmet cooking/fine foods 252
$60,000-$74,999 $75,000-$99,999
Foreign travel 232
Drinks Wine(Index#) 100 183
Snow skiing frequently 219
Drinks 110 291
Chardonnay(Index#) Attend cultural/art events 214
Drinks Pinot 106 391 Real estate investments 208
Noir(Index#) Tennis frequently 203
Glasses of Domes- 5.08 4.63 Fine arts/antiques 194
tic Wine in the Past Cruise ship vacations 193
30 Days Stock/bond investments 192
Fashion clothing 188
Source: Simmons/Mintel
Source: SRDS
Education:
Education can play a large role in the consumption of wine but
Knowing these particular lifestyle characteristics can help us with
also can compose the amount of income that a particular consum-
our creative aspects of our Bridlewood campaign. Using primary
er might have. Usually those with a higher education tend to have
research, we found that 35% of consumers would try a new drink
a higher income and in turn are more likely to consumer wine on a
at a bar/lounge and 35% would try a new beverage at a restau-
regular basis. The target audiences we are proposing have gradu-
rant. This helps support the fact that on-premise sales pose for a
ated from college (4 years) and also tend to drink wine products.
huge gain in sales for our particular brand of wine.
Consumption of Wine, Chardonnay, and Pinot Noir Based Upon
Restaurant/dining habits of our consumers:
College Graduates ( 4 years)
Using Simmons, we were able to find some of the habits of our
Index(#) consumer by looking at what restaurants they dine at. Then by us-
Drinks Wine 201 ing specific restaurants we looked into how many times per month
Drinks Chardonnay 244 this particular consumer would visit that chosen restaurant. Sim-

29
mons showed us that the top four restaurants visited the most in Internet at Work 1 144
the past month by our consumer are:
2 155
-Applebee’s (Index#185) Internet at Home/ 1 134
-California Pizza Kitchen (Index#125) Work
-Olive Garden (Index#180) 2 125
-Outback Steakhouse (Index#137)
*Each index number applies the restaurant being visited three or Source: Simmons
more times per month by 24-35 year olds
Looking at the table above and factoring in their quintile rank, we
By using these restaurants we can potentially use media and sales can see that radio (drive time & all day), TV primetime, and Inter-
promotions to create better brand awareness as well as spark net whether it be at home or at work, are frequently used among
sales for on-premise locations. our target audience. However, Outdoor and TV (early & late fringe)
are not as popular among this particular audience. We also found
Media Usage of the Target Audience: that our target audience did read and liked reading English news-
During our analysis we found that there was important data on the papers (Index#127) and magazines (Index#100) in the past 30
way our target audience used media. This was not only based on days. This could help us potentially advertise in these types of
index numbers but also based on ranking quintiles, which allow us mediums to help increase the awareness and purchases of Bridle-
to see how much our audience actually uses each type of media. wood wines. Some Magazines that this audience reads frequently
are:
Media Habits Based Upon Highest Quintile/Index (25-34 year olds)
Medium/Day Part Quintile Rank (High- Index(#) Magazine Index(#)
est) US Weekly 204
Radio Drive Time 1 103 Men’s Journal 160
3 140 Business Weekly 293
Radio All Day 1 110 Golf Magazine 310
2 104 Cosmopolitan 293
TV Primetime 2 106 Source: Simmons
5 110
Using primary research we found that 70% our target audience
TV Early & Late 3 105
does own and use a smart phone such as an iPhone and Black-
Fringe
berry. Knowing this could be beneficial when creating advertise-
5 124 ments and promotional tactics to increase sales of Bridlewood
Outdoor 3 113 products (Qualtrics.com). We also found that 97% of consumers
Internet at Home 1 117 use Facebook along with 30% who use Twitter, and 49% who use
2 134 Linkedin (Qualtrics.com).

30
recommended target cities
We recommend six key cities to focus our advertising and promo-
tion efforts. This is recommended based upon such things as:
-Demographic ranking(age, wine consumption, etc.) Location/ DMA 25-34 Male pop. Females Alcoholic
-Population City Rank (ages) : 25-34 pop. : 25- Drinks
-Total sales of alcoholic beverages at establishments House- 34 __(sold at
holds establish
Cities: ment)-
-Boston, MA $(000) w/
-Chicago, IL rank
-Los Angeles, CA Boston, 9 353,260 403,500 397,300 $550,648
-Miami, FL MA / #4
-Washington DC
Chicago, 3 569,200 667,900 646,200 $718,206
IL / #3
Based on ages 25-34 years old
Los 2 829,500 1,154,500 1,079,000 $943,079
Location/City Drinks Do- Drinks Domes- Drinks Do-
Angeles, / #2
mestic tic chardonnay mestic Pinot
CA
Wine(Index#) (Index#) Noir(Index#)
Miami, 20 204,600 255,600 265,955 $354,099 /
Boston, MA 122 299 440 FL #11
Chicago, IL 156 200 120 Philadel- 5 426,100 485,900 479,400 $538,766
Los Angeles, 109 133 111 phia, PA / #6
CA Washing- 8 390,600 434,900 432,000 $405,266 /
Miami, FL 191 309 235 ton DC #8
Philadelphia, 202 112 103
PA
Washington 146 124 194 Source: SRDS
DC
Looking at the table above, all of the cities we have chose rank
Source: Simmons in top 15 cities with the most alcoholic drinks sold at an establish-
ment. Knowing this, we can feel confident in the fact that we have
City Rank, populations (household, gender, and age), Alcohol a high potential to increase Bridlewood sales.
Sales (based on $(000) and rank)

31
media
media objectives The chosen media will allow for Bridlewood Winery to reach the
target audience with the message and encourage interaction that
1. Generate a minimum of 800 gross ratings points (GRP’s) in all
will lead to Bridlewood Wine sales.
four quarter of the campaign.
2. Specifically target men and women between the ages of 25-34
Media quintile research from Simmons Choices 3 show Radio
years old.
Drive Time and Internet advertising as the two most effective ways
to reach our recommend target audience. The highest rated media
Strategies
are shown below. The media were also selected on the basis of
1. Use traditional and non-traditional media to create a brand im-
cost efficiency analysis. (For full details, see cost efficiency analy-
age and enforce that throughout the duration of the campaign.
sis in appendix). The proposal excludes outdoor billboards and
2. Recommend the most cost efficient media which allows our
newspapers, as they do not have high reach into the recommend
target audience multiple exposures.
audience’s daily lives, as seen in the table below:
Tactics
1. Utilize advertisements in a magazine that has a high readership Media Index Sample Estimated
among our target audience. Total (000)
2. Utilize advertisements on television that has a high concentra Radio Drive 103 596 3,968
tion of viewers in our target audience Time
3.Utilize advertisements on radio stations that have a high concen- Radio All Day 110 592 4,160
tration of listeners in our target market Television 94 386 4,056
4. Utilize advertisements in trade publications to reach on-premise Prime Time
markets that make purchase decisions. Television All 75 373 3,254
5. Make use of our sweepstakes and check-in points via our Day
website, social networking sites, and emails to keep our audi-
ence continually interested and engaged with the campaign. Internet Home 117 449 3,227
Internet Work 141 255 1,957
Internet Home/ 134 501 3,895
media rationale Work
Outdoor 91 588 3,575
We recommend using trade and consumer magazines, radio,
Newspapers 68 302 2,857
television and Internet advertising based on Simmons, Mintel and
primary research on the recommended target audience of 25 to 34
Source: Simmons
year olds.

32
Consumer Magazines
We proposed magazines advertisements due to the high index
number and specific interests that we can tailor to the interests of
the proposed target audience. We recommend full-page four-color
advertisements in the two Los Angeles DMA targeted magazines,
805 Living and Los Angeles Magazine. We also propose to place
advertisements in the weekly publication, Brand X, focusing on the
hip counter-culture among our target audience in the Greater Los
Angeles area. We recommend full-page four-color advertisements
in this targeted tabloid formatted publication. We will also run two
page spread to advertise the start of our proposed sweepstakes
sales promotion and throughout the holiday season from Thanks-
giving through Christmas.
805 Living Magazine is a high-end regional lifestyle magazine that
combines the style of a national magazine with the local focus
editorials and perspective that highlights the Los Angeles area.
The sections include home design, style, entertaining, health, rec-
reation, shopping, dining, food and wine. The circulation is 25,826
and will reach the higher income brackets of our target audience
that hobbies include entertaining, style and wine every month of
the campaign. Los Angeles Magazine is regional magazine that
combines investigative reporting with indispensable advice for
Angelenos. The sections cover people, lifestyles, culture, enter-
tainment, fashion, art and dining. The circulation is 139,438 ev-
ery month and a pass along rate a little over 3 readers per issue
(3.012) gives our recommended advertisements a total readership
of 420,000 people.
The final consumer magazine proposed is Brand X magazine. This
tabloid-formatted weekly publication is focused for global citizens
are trading ideas on entertainment, food, style, beer and wine.
The weekly circulation is 100,000 every Wednesday and is passed
along at the rate of over 2 readers per issue (2.25) gives the rec-
ommended advertisements a readership of 225,000 for a low cost
per thousand at $8.88 for a full page and $22.50 for a two-page
spread.
Radio
We propose radio advertisements due to the highest effective
reach to the target audience from the quintile analysis, as seen
above. The best time for radio advertisements we found to the
morning and afternoon drive times by Simmons Choices 3. The
most popular radio music station type is adult contemporary, as
seen in Simmons. Top 40 hit station and country radio stations in
preference by the proposed target audience follow this type. The
recommended media buys will be focused on the Los Angeles
then the secondary target cities of Boston, Miami, Chicago and
Washington D.C.
In Los Angeles, the first radio station is recommended to be KIIS
Adult Contemporary station. This is the highest rated radio station
for the recommended target audience with a rating of 6 during the
morning and afternoon drive times. The cost per thousand is low
at $21.43 per thousand people of the recommended target audi-
ence. The second radio station is proposed to be KKGO Country
station. This is the highest rated radio station among the proposed
target audience with a rating of 1.6 during the morning and after-
noon drive times. The cost per thousand is still low at $51.43 per
thousand people of the recommended target audience.
Television
We recommend television advertisements due to the highly ef-
fective way of delivering the advertising creative message to the
target audience. The target audience is reached very effectively
by television advertisements, as seen in the quintile analysis. The
best time for television advertisements are during prime time as
seen in Simmons Choices 3. Because of the high cost, we recom-
mended limited the media buys to the Los Angeles area with one
large exception.
We propose only one national television show to use in the cam-
paign, Jimmy Kimmel Live on ABC late night. The cost per spot
is $13,000, which is very large for the campaign, but will reach
33
1.7 million viewers nationwide. This will provide amazing reach at
the cost of $7.64 per thousand viewers reached. Our target audi-
ence makes up a considerable portion of this total viewership with
716,000 18 to 49 year old adults nationwide and reaching these
adults with $18.16 per thousand, as reported by Nielson Company.
With audience nationwide, our target audience makes up 14.2%
of population or 32.2% of 18-49 year old adults, according to the
2000 census, therefore 230,000 is the target audience reached
during one television advertisement on Jimmy Kimmel Live for the
cost of $56.39 per thousand adults in our target audience. The
most likely days for the target audience to watch Jimmy Kim-
mel Live is Wednesday and Friday nights, according to Simmons
Choices 3.
In the Los Angeles region, we recommend cable television spots
in Los Angeles DMA and the Santa Barbara DMA, just north of
Los Angeles. The two cable stations recommended are ESPN
and the Food Network. The ESPN advertisements will run during
sporting events: Australian Open for Tennis, French Open for Ten-
nis and The Masters Tournament for the PGA. We have chosen
these events because they fit the lifestyle characteristics, as seen
in Simmons Choices 3. The Food Network spots will be shown
during the prime time, during Chopped and Iron Chef America.
We have chosen these shows because they are part of the most
popular hobby among the target audience, cooking and dining.
the Australian Tennis Open will be $35 per spot, same price per
spot as French Open. During the Master’s Golf Tournament will
cost $75 per spot, but with a rating of 3.2, the price reflects in the
reach to the target audience.
Internet
Finally, we recommend Internet advertisements on the websites,
which our recommended target audience frequents, the most.
Internet advertisements are one of the most effective ways to
reach the 25 to 34 year old nationwide both at home and at work,
as seen in the quintile analysis above. We recommend advertise-
ments on facebook.com targeted to the preferences of the target
audience nationwide. Also we propose banner ads on popular
blogs for cooking and wines, such as smittenkitchen.com and bak-
erella.com. These banner ads will cost $0.017 per ad and reach
560,000 impressions per month.

The cost for each of these advertisements will vary among Los
Angeles and Santa Barbara. During the daytime in Los Angeles,
ESPN spots cost $300 and during prime time costs jump up to
$2,200. On ESPN our ads reach will reach an average of 555,439
adults 25 to 34 years old. However, the rating the Australian Open
(1.7), French Open (1.2) and Master’s Tournament (3.2) is much
lower than that of the average rating of ESPN segment.. During
the prime-time in Los Angeles, Food Network spots cost $1,600
per spot. On Food Network our ads reach 587,423, with a break-
down of 307,489 women and 279,934 men 25 to 34 years old in
the Los Angeles DMA. In Santa Barbara, the ESPN spots during

34

media press release
FOR IMMEDIATE RELEASE
Contact: Ryan Grossenbacher
Phone: (425) 999-9999
E-mail: ryanwsu2010@gmail.com
The Central Coast: A Hidden Gem for Domestic Wines
With the holidays in full swing, a typical staple at the dinner table
is wine. When looking for a wine, many of us look no further than
California to satisfy our thirst for a quality selection. While it is
typical for our minds to immediately associate Napa and Sonoma
Valleys with desired wines, the Central Coast is a lesser known
region that is producing some quality wines of their own that are
certainly worth considering.
Home to over 350 wineries, the Central Coast stretches for 250
miles and 4-million acres from San Francisco to Santa Barbara.
The area’s ocean influence and unusual configuration of bays,
mountains, and valleys make it a hidden gem among domestic
wine regions. The area features grape varieties from Albariño to
Zinfandel – and nearly everything in between – which thrive in the
Central Coast’s warm days and cool nights. These grapes help to
create extraordinary Chardonnay and Pinot Noir.
In the north end of this region coastal fog heavily influences the
production of the area’s Chardonnay, Cabernet Sauvignon, and
Merlot. In the southern end of the Central Coast, the fog is also
beneficial – as well as lengthy growing season – which helps cre-
ate some of California’s most sought after Chardonnays. These
conditions are almost exclusive to Monterey County.
The history of wineries in the Central Coast goes back some 200
years to when Franciscan monks planted vines in the counties of
Monterey and Santa Barbara. By the mid 1800s, eleven Spanish
missions occupied the region and gold prospectors from around
the globe were settling in the valleys around Santa Barbara.
These days the area contains 100,000 acres of vineyards that
produce 15% of California’s wines.
So this holiday season, consider branching out a bit and maybe
experiment the flavor of a Chardonnay or Pinot Noir from the Cen-
tral Coast. You will be glad you did.
trade publication objectives
1. Achieve a year round awareness of Bridlewood wines in
on-premises locations
2. Allow the reader to become familiar with Bridlewood products
and continue purchases in the future
Strategies:
1. Use the most cost efficient publications to reach our target
purchase audience
2. Maintain monthly advertising within our chosen trade publica
tions
Tactics:
1. Use topic related publications that our relevant to our product
and our audience
2. Advertise in the following Trade publications:
-Cheers
-Restaurant Hospitality
trade publication rationale
According to Mintel, on-premise wine sales were composed of
$12,910,00 in 2008 and estimated to reach $13,000,000 in sales
in 2009. On the same note, supermarket sales of wine were only
$5,375,000 in 2008 and estimated to reach $5,597,000 in 2009.
Knowing this allowed us to make the easy decision to reach more
35
on-premise markets because it provides a large potential to in-
crease sales of Bridlewood wines. To reach on-premise audiences
we propose the use of trade publications. This is because these
publications reach a refined audience that is composed of people
who make purchase decisions in places like bars, restaurants, and
lounges that serve wine. These readers are looking for ways to
increase sales in their own businesses and by reaching them we
can potentially help them add Bridlewood to their business’s wine
list.
Cheers
• Known as the on-premise leader, Cheers is specifically edited
for key decision makers such as: Owners, operators, bar man-
agers, food & beverage buyers at national and regional chains
and high-volume independent restaurants and bars.
• The only beverage business publication devoted specifically to
full service restaurants and bars.
• Reaches establishments doing a minimum of $500,000 in an-
nual sales with average of $2.2 million.
Circulation/Publication Frequency:
• 70,000/Monthly publications
Locations/audience Reached:
• More than 34,000 are owners & GM’s of high volume indepen-
dents and over 5,600 are owners & top managers of nightclubs
& bars.
• More than 12,000 are owners, officers or other top managers
of chain restaurants, including all of the most powerful casual
theme chains: Outback, Friday’s, Cheesecake Factory, Chili’s,
Hard Rock Café, Red Lobster, HMS Host, etc.
• More than 14,000 are owners, officers, F&B managers of chain
and independent hotels: Marriott, Omni, Hyatt, Radisson, etc.
Restaurant Hospitality
A print and digital publication, is edited for chefs and other com-
mercial foodservice professionals on a monthly basis, including
those operating restaurants, hotels, clubs, catering operations,
and other commercial foodservice operations. Winner of numerous
industry awards for editorial and graphics excellence, Restaurant
Hospitality keeps its readers informed of industry trends and hap-
penings, and helps them run their operations more profitably. Top-
ics regularly include new food and equipment products and trends,
menu and recipe ideas, industry news, new technology, food
safety, emerging new concepts, consumer attitudes and trends,
labor and training, and profiles of successful operations.
36
 grapes help to create extraordinary Chardonnay and Pinot Noir.
Circulation/Publication Frequency: In the north end of this region coastal fog heavily influences the
• 103,525/Monthly Publication production of the area’s Chardonnay, Cabernet Sauvignon, and
Merlot. In the southern end of the Central Coast, the fog is also
Location/Audience Reached: beneficial – as well as lengthy growing season – which helps cre-
• Full-service restaurants ate some of California’s most sought after Chardonnays. These
• Hotels conditions are almost exclusive to Monterey County.
• Motels
• Resorts The history of wineries in the Central Coast goes back some 200
• Fast casual restaurants years to when Franciscan monks planted vines in the counties of
• Clubs Monterey. By the mid 1800s, eleven Spanish missions occupied
• Other commercial operations. the region and gold prospectors from around the globe were set-
tling in the valleys around Santa Barbara

trade publication press release Bridlewood Estate Winery only produces the best quality which is
sought after by many. So bring your style to life, with the flavor of
FOR IMMEDIATE RELEASE California’s Central Coast.

Contact: Shannon Costello Visit www.centralcoastflavor.com for more information.

Phone: (509) 999-9999
E-mail: Shannon.costello@email.wsu.edu Bring your style to life with Bridlewood Estate Winery’s Chardon-
nay and Pinot Noir.
Bridlewood Estate Winery: Bring Your Style To Life With The Fla-
vor of California’s Central Coast

When looking for a wine, many of us look no further than California

to satisfy our thirst for a quality selection. While it is typical for our
minds to immediately associate Napa and Sonoma Valleys with
desired wines, the Central Coast is a lesser known region that is
producing some quality wines of their own that are certainly worth
considering.

The Central Coast stretches for 250 miles and 4-million acres
from San Francisco to Santa Barbara. The area’s ocean influence
and unusual configuration of bays, mountains, and valleys make
it a unique area for wine. The area features grape varieties from
Albariño to Zinfandel – and nearly everything in between – which
thrive in the Central Coast’s warm days and cool nights. These
37
Media Flowchart

38
39
Creative concept
Our Inspiration
In order to figure out what consumers feel towards wine and
Bridlewood specifically, our agency conducted primary research
that included an online survey and a focus group. Our focus group
was the main influence of our concept because we were able to
obtain great insight directly from wine drinkers. One of the most
influential statements that was said was “beer is a yelling drink,
and wine is a talking and conversational drink.” This direct quote
from one of our focus group participants was where the theme for
our campaign came about. “Bring your style to life, with the flavor
of California’s Central Coast.” Since Bridlewood is a “talking drink,”
we thought about what makes it a talking drink. We found from our
focus group participants that when drinking wine, you’re setting
the feel of your event. The mood being set is usually always relax-
ing, romantic, social, celebratory and much more. Once we had
come up with the idea to “Bring your style to life” with Bridlewood,
we then had to come up with a way to differentiate our wine from
others. In order to do this, we looked at what makes Bridlewood
so unique and special, which is its unique location on the Central
Coast and special micro climate and conditions.

More specifically, we have decided to focus on the unique fog cov-

ering over the vineyards that comes from the geographical loca-
tion of the Central Coast. For our trade advertisements, we have
decided to use the fog as a great way to appeal to businesses.
The fog exemplifies that Bridlewood’s wine is so unique because
of the way the grapes are grown in the Central Coast’s climate.

With our concept of “Bring your style to life, with the flavor of Cali-
fornia’s Central Coast,” we are calling men and women make their
events more memorable with Bridlewood Wines.

40
Consumer Magazine Advertisements

41
42
trade publication advertisements

43
Banner Advertisement

Facebook advertisement

44
radio advertisements
Music in & under:
Announcer: “(CONFIDENT) Have you ever walked into a social
gathering and been able to tell what kind of tones people are put-
ting out?
Announcer: The ladies man. The jokester. The token tequila girl.
Then there is the wine girl, the fine girl.
(SFX:LADIES MAN-HEY, THE JOKESTER-SOMEONE LAUGH-
ING, THE TEQUILA GIRL-SOMEONE SCREAMING IN JOY, THE
FINE WINE GIRL-OHH LA LA)
Announcer: On those same lines, looking at central coast wines,
Bridlewood sets its own style amongst other California wines. With
unique conditions specific to its origin like: airy soils and a fog that
helps create a longer growing season, Bridlewood is truly a wine
that sets itself apart and sets a style for all others to admire.
Announcer: Bridlewood. Bring your style to life.
Announcer: Learn more about Bridlewood wines and our sweep-
stakes to win a trip to the California Central Coast at centralcoast-
flavor.com or on Facebook, Twitter, or Foursquare.”
Music up & out
Music in & under:
Announcer: “(CONFIDENT) People go to lounges and bars to
socialize. Some people have to yell to be heard. Others might get
a little too crazy on the dance floor, while others can sit back and
have a style that draws people towards them. We all know these
kinds of people.
Announcer: Bridlewood wines set their own style amongst other
Central Coast wines. With unique growing conditions like airy
soils and a fog that allows it to have a longer growing season,
Bridlewood is truly a wine that sets a style for others to notice and
admire.
(SFX: MUSIC UNDER ANNOUNCER)
Announcer: Bridlewood. Bring your style to life.
Announcer: Learn more about Bridlewood wines and our sweep-
stakes trip to the California Central Coast at centralcoastflavor.
com or on Facebook, Twitter, or Foursquare.”
Music up & out
45

television advertisements
VIDEO
1. OPEN MLS OF GUY LYING
FACE DOWN ASLEEP ON A
COUCH AND HIS FRIEND SIT-
TING DOWN ON THE COUCH
NEXT TO HIM WITH HIS ARM
AROUND TWO GIRLS
2. CUT TO MLS OF GUY WHO
WAS PASSED OUT ON THE
COUCH TAKING SHOTS OF
DISTILLED SPIRITS WHILE THE
GUY WITH TWO GIRLS AROUND
HIS ARM WAS DRINKING A
GLASS OF BRIDLEWOOD
3. CUT TO MLS PICTURE OF A
GLASS OF BRIDLEWOOD BEING
POURED INTO A WINE GLASS
4. DISSOLVE TO BLURRED
SCREEN WITH THE GUY
PASSED OUT AND THE GUY
WITH TWO GIRLS UNDER HIS
ARM. THE SCREEN WILL HAVE
BRIDLEWOOD: BRING YOUR
STYLE TO LIFE WRITTEN
ACROSS IT WITH LEARN MORE
AT CENTRALCOASTFLAVOR.
COM AT THE BOTTOM.
AUDIO
(SFX: SOUNDS OF LAWN
MOWER AND FAINT SOUND OF
TRAMPOLINE BEING JUMPED
ON)
1.ANNOUNCER : “(RHETORICAL)
I bet you’re wondering how this
night started to have an ending like
this. Lets take a look.”
2. (SFX: SOUNDS OF PARTYING
AND PEOPLE TALKING)
3. (SFX: WINE BEING POURED
INTO A WINE GLASS)
ANNOUNCER: “Bridlewood wines
use airy California soils and a fog
that allows for a longer growing
season which sets it apart from
other central coast wines. Bring
your own style to your night with a
glass of Bridlewood and see what
can happen.”
4. ANNOUNCER: “Bridlewood.
Bring your style to life. Learn more
about Bridlewood wines and our
sweepstakes trip to the central
Coast online at www.centralcoast-
flavor.com or on Facebook or
twitter.”
VIDEO AUDIO
(SFX: SOUNDS OF DOOR OPEN-
ING THEN NOISE OF CROWDED
BAR
1.ANNOUNCER: “(CONFIDENT)
1. OPEN MLS OF GUY WALK-
So a guy walks into a bar and
ING INTO A CROWDED BAR/
yells to be heard amongst the loud
LOUNGE THEN YELLING
background music. He can’t be
THROUGH THE MUSIC TO TALK
heard by anyone including that
TO SOME GIRLS
cute girl that catches his eye.’
2. CUT TO MLS OF GUY GRAB-
2. (SFX: SOUNDS OF WINE
BING A GLASS OF BRIDLE-
BEING POURED AMONGST
WOOD WINE AND PUTTING
CROWD/MUSIC)
OUT THE VIBE AT THE BAR OR
ANNOUNCER: “So he tries an-
LOUNGE AREA WHILE CASU-
other tactic, he will try to be heard
ALLY TALKING TO SOME GUYS
through the tones he puts out by
AND GIRLS INCLUDING THE
his actions. He grabs a bottle of
CUTE ONE.
Bridlewood wine. Suddenly, he is
noticed. He has that unique as-
pect.”
3. CUT TO MLS PICTURE OF A
GLASS OF BRIDLEWOOD WINE
3.) ANNOUNCER: “Bridlewood
BOTTLE.
wines have that unique tone that
sets it apart from the noise cre-
4. DISSOLVE TO BLURRED
ated from other central coast wine.
SCREEN WITH THE. THE
Grown with unique conditions like
SCREEN WILL HAVE BRIDLE-
airy soils and a fog that creates
WOOD: BRING YOUR STYLE TO
a longer growing season gives
LIFE WRITTEN ACROSS IT WITH
Bridlewood a style that is truly
LEARN MORE AT CENTRAL-
memorable.”
COASTFLAVOR.COM AT THE
BOTTOM.
4. ANNOUNCER: “Bridlewood.
Bring your style to life. Learn more
about Bridlewood wines and our
sweepstakes online at central-
coastflavor.com or on Facebook
and twitter.”
46
Website: www.CentralCoastFlavor.com

47
sales promotion
Events Rationale
Another promotion that we have planned is involvement within
various wine tasting events. These events will help to produce
product trial, which is our main goal. We have planned to enter
into seven different food and wine events and trade shows. We
feel that by doing these events we will not only produce trial but
also raise awareness about the Bridlewood brand. The seven dif-
ferent events that we have decided to take part in are the LA Wine
Fest, LA Food and Wine Festival, International Wine and Food
Fest in Washington DC, Miami International Wine Fair, the Windy
City Wine Fest in Chicago as well as the LA Travel and Adventure
Show and the National Restaurant Association Trade Show.
LA Wine Fest $18.86 Billion sales in 2009 for Food & Beverage (LA Times Media
The first event we will be taking part in is the LA Wine Fest. This
event is the Los Angeles area’s largest consumer wine event
(LaWineFest.com). For this event we’re promoting Bridlewood
through having a wine tasting table where they can sample the
wine and also learn more about the uniqueness of Bridlewood.
The event details are:
Cost: $450-per table, $180-electrical outlets, $600-full page color
ad in book—total: $1,230
Includes:
• 8 ft. covered table for wine tasting
• Company listing in program book and on the festival website
• Glasses for tasting
• Ice bin on table
• Water pitcher
• Spit bucket
Los Angeles Times: Celebration of Food and Wine
The Next event we’re planning on being involved in is the LA Food
and Wine Festival. We have chosen to take part in a third Los
Angeles festival because LA is a major culinary market of influ-
ence setting, trends in food and beverage, and there was a total of
Kit). The event details are:

When: September 2011

Where: TBD
Cost: $25,000
Attendance: 7,000+
Includes:
When: June 11-12 • Sponsor logo on all event full page print ads (approx. 40% of
Where: Raleigh studios in Los Angeles print space)
• Sponsor ID on a minimum of two (2) pages of the LAT Celebra-
48
 tion of Food & Wine Program Guide (Sponsor ID includes logo
or company name within the copy)
• Sponsor logo on LAT Celebration of Food & Wine website for
nine (9) months with live link to sponsor URL
• Event Presence
• Custom activation area - i.e. booth, storefront area, lounge
area etc.
• On-site activation rights
• Sponsor logo on event Thank You banners
• Advertising
• One (1) Full Page 4-color ad in the Celebration of Food & Wine
Program Guide
• One (1) Half Page B/W ad in the Thursday FOOD section
• 100,000 ROS impressions on latimes.com
Windy City Wine Festival
The next event we will be doing is the Windy City Wine Festival
in Chicago. This festival provides an opportunity for consumers to
sample from more than 270 wines from around the world. During
this event attendees can also learn about new and exciting variet-
ies from the experts in a relaxed festival setting (windycitywinefes-
tival.com). The event details are:
When: September 10-11
Where: Buckingham Fountain, Chicago, IL.
Cost: $400
Attendance: 11,000-12,000
Includes:
• 10x10 tented display
• Skirted table
• 10 entry passes to festival
• 4 staff badges for booth
• Booth sign with vendor name
• Vendor listing in souvenir program on event website
Washington D.C. Internation Wine and Food Festival
The next event we are going to be an exhibitor in is the Wash-
ington D.C. International Wine and Food Festival. According to
their website, The Washington D. C. International Wine & Food
Festival (IWFF) is the most popular event of its kind in the Mid-
Atlantic. The event has much more to offer than just tasting foods
and wines, it celebrates all different varieties of wine, cuisine and
culture that shines a light on D.C. as a prominent and world-class
dining and travel destination. This event will be really beneficial to
exhibit in because 47% of the attendees are in our age group, 21-
34 (wineandfooddc.com) The event details are:
When: February 10-13
Where: Downtown D.C.
Cost: $890-Wine Table, $1,000-full page color ad in Show Guide—
Total $1,890
Attendance: 4,000+ consumers, 1,500 trade reps.
Includes:
49
• Company listing in IWFF Website
• Copy of trade attendee database
• 10x10 exhibit space
• Identification signage
Miami International Wine Fair
The next consumer trade event we’re going to partake in is the
Miami International Wine Fair. This event is one of the largest wine
trade shows in America, is features around 500 producers and
more than 1,500 wines from around the world. It includes hun-
dreds of famous importers, distributors and retailers in the Fair’s
innovative Buyers Program that guarantees exhibitors meetings
with relevant potential buyers from all over the U.S.A, Canada,
Mexico and the Caribbean. (miamiwinefair.com). The details are:
• 10x10 exhibit space
• 8 ft. hard walls
• Tower display
• Carpeting
• Premium location guaranteed in the middle of exhibit floor
Los Angeles Travel and Adventure Show
The next event we’re taking part in is the La Travel and Adven-
ture Show. This event is strictly for consumers and is a little more
diverse because it isn’t just a wine tasting event. The Travel and
Adventure Show is a global travel extravaganza catering to edu-
cated and affluent consumers who seek unique experiences in
travel, dining and entertainment (LA Times Media Kit). The event
details are:

When: October 14-17

Where: Miami Beach When: March 19-20
Convention Center Where: LA Convention Center
Cost: $3,200-Basic Deluxe Cost: $25,000 (Supporting Sponsor Package)
Booth Attendance: 20,000+
Attendance: 6,700+ Includes:
Includes: • Sponsor identification on a minimum of two (2) pages of the
• 6 foot table Travel & Adventure
• Identification signage • Show Program Guide
• Ice tray • Sponsor listing and logo on Travel & Adventure Show website
• Water Pitcher for nine (9) months with live link to sponsor URL
• Spittoon • Event Presence

50
• 200 sq. ft. booth in Sponsor Village
• Sponsor logo on “Thank You” signs Cost: $2,895—booth space, $600-corner space—Total $3,495
• Destination workshop Includes: A full exhibit package which consists of—
• Entertainment on Global Beat Stage • The opportunity to involve in direct customer prospect conver-
• Inclusion of marketing materials in sations with NRA social media
• Trade envelope distributed to 1,200 travel agents • Supplement marketing efforts with selecting from/renting the
• Advertising 2011 and 2010 NRA Show attendee lists
-One (1) Quarter page B/W ad in the • Free promotional products like, stickers, postcards, and more
• Travel & Adventure Show Guide (tabloid) • Opportunity to showcase our product in the NRA Show Guide
that is used as a buyer directory all year.
National Restaurant Association Trade Show o Includes product pricing
And finally, the last even we will be doing is the National Res- o Company Profile/ Contact Information
taurant Association Trade Show. This event is perfect for new o Picture of product
companies which may be unknown. A perfect mix of people at-
tend that include, consumers, restaurant owners, food buyers,
and operators. The show allows for businesses to get their name
into the competitive business world and let our people who know
everything about the product explain it to others and let them see
how special Bridlewood is. As well as different kinds of consumers
attending, there are also people from all over the world who attend
which opens up a lot of opportunity to export. In previous years
there has been people visiting from Africa, Turkey, the Middle East
and even Europe (show.restaurant.org). The details for this show
are:

When: May 21-24

Where: McCormick Place, Chicago

51
Event Booth Design

52
 com website. However, using social media, people can potentially
sweepstakes: be entered into the sweepstakes by tweeting, Facebooking, or
blogging about Bridlewood products or experiences. Doing this
As a promotional tactic, Bridlewood proposed a sweepstakes
creates incentives to visit the social networking or Internet sites.
along with the traditional media. The reason for doing this was to
The form and rules to be entered into the sweepstakes will look a
create brand awareness and brand loyalty constantly among the
lot like the following:
consumer. This also allows consumers to become involved with
the company and in turn allow them to learn more about them.
FORM
We proposed an all-inclusive sweepstakes where the lucky win-
E & J Gallo Bridlewood Sweepstakes
ner could visit the Central Coast and more importantly the Bridle-
wood Estate Winery for two nights and three days. Not only did we
First name:
propose one grand prize but we thought it would be a good idea
Last name:
to allow other participants to win something as well. Some of the
Email:
other prizes include an Ipad and gift certificates to participating
Address:
Olive Garden Restaurants. Upon entering the sweepstakes, the
City:
participant will be notified via the following email:
State:
Zip code:
“Hi _____,
Date of birth:
Thank you for entering the E & J Gallo Bridlewood Sweepstakes.
Gender:
Drawings will be held on July 1, 2011 and winners will be noti-
How often do you entertain?
fied shortly thereafter. Remember that you and your friends can
How often do you eat out?
continue to enter daily at www.facebook.com/centralcoastflavor or
Where are you most likely to drink wine?
www.centralcoastflavor.com. Continue to follow us on our social
Do you prefer chardonnay or pinot noir?
networks( Facebook, Twitter, Gather, Blogger, CentralCoastFlavor.
com) for future information about promotions. Also remember to
By entering this contest, I agree to the official rules: (check if ap-
look for us in the wine section of your grocery store.
plicable)
Thank you again for being a part of the Bridlewood community and
* Customizable Email Campaign- By using the responses to these
best of luck.
questions, we can create customized emails that can be sent to
respondents in effort to follow up with our potential customers. To
From all of us at E & J Gallo,
help people stay aware of what Bridlewood is doing, we will be
sending out these customized emails in the third quarter ( July
Ben, Joy, Kiley, Patrick, Robert, Ryan, and Shannon.”
1st through September 30th). By doing this our audience will be
constantly aware of how they can learn more about Bridlewood
The purpose of this email is to notify the contestant and also allow
but also how they can help use Bridlewood with certain foods and
them to learn more about Bridlewood products and help create a
at particular events like social outings and parties. .
relationship with the consumer. People may enter sweepstakes by
either finding the form on Facebook or on the centralcoastflavor.

53
OFFICIAL RULES
NO PURCHASE NECESSARY. PURCHASE WILL NOT IN-
CREASE YOUR CHANCE OF WINNING. Open only to legal
residents of the 50 United States and the District of Columbia, 21
years of age or older at the time of entry. Void where prohibited by
applicable law. Sweepstakes begin at 12:00:01 a.m. ET on April
1, 2011 and end at 11:59:59 p.m. ET on June 30, 2011. All prizes
won by Minors will be awarded to their parents or legal guard-
ians on their behalf. Winners may be required to sign an Affidavit
of Eligibility and Liability/Publicity Release as a condition to the
delivery of the applicable prize. Employees and their immediate
families or household members of E & J Gallo and any of their af-
filiates and subsidiaries are not eligible to enter the Sweepstakes.
LIMIT ONE ENTRY PER ADDRESS PER DAY DURING ENTRY
PERIOD. E & J Gallo and its agencies will not accept entries that
are late, incomplete, misdirected, unintelligible or lost. Use of any
robotic, automatic, programmed or similar entry method or more
than one entry per Entry Period will void all entries and result in
disqualification. TWO WAYS TO ENTER: 1) Visit www.facebook.
com/centralcoastflavor and check out our info tab and click on the
sweepstakes link. 2) Or visit us at our website, www.centralcoast-
flavor.com, and click on the sweepstakes link. Winners will be
selected at random. Odds of winning are dependent on amount
of entries. PRIZES: 1) Grand Prize includes an all expense paid,
weekend long trip for two to Bridlewood Estate Winery on the Cen-
tral Coast. Enjoy VIP treatment while you experience wine tast-
ing on the scenic location that brings you Bridlewood chardonnay
and pinot noir. 2) First prize gives you the best way to experience
web, email, photos, and video with your free iPad. 3) Consolation
prizes of $50 gift cards to Olive Garden will also be given to twenty
lucky participants.
Total Budget for Sweepstakes- $10,000 for trip to Central Coast(
airfair, hotel, wine visit. Transportation) + $500 for Apple Ipad +
$1,000 for gift certificates = $11,500
On-premise Promotions
One the main ideas of this campaign is to spark on-premise sales
not only for Bridlewood but for on-premise businesses. Doing this
not only helps increase sales but it also helps create sales later
on for both our company and for the other businesses. So to drive
consumers to on-premise locations and to make potential pur-
chases, we have proposed several promotional incentives.
Foursquare check-ins
To help tie in our social networking media with Bridlewood, we pro-
pose the idea of using Foursquare. Doing this we can help drive
consumers to on-premise locations to make potential purchases
and also create excitement about the Bridlewood company. To do
this, we will have promotional dates and locations available on
the website as well as Facebook, Blogger, Gather, and Twitter.
The idea behind this is that on certain dates, the 1st 50 people to
check-in using Foursquare at a participating restaurant will receive
a free bottle of Bridlewood Chardonnay (if they are of legal drink-
ing age) via the mail. The participating Olive Garden and Outback
Steakhouse restaurants will be the check-in points. By using
this tactic multiple times throughout our campaign, we will cre-
ate excitement for our brand while also having consumers make
more purchases at on-premise sites. This tactic will be used once
a month in all of the in our five chosen demographics. People can
either pick between participating Olive Gardens or Outback Steak
house that our posted on our social accounts. Total budget( 50
bottles of wine x 5 locations x 12 months x $15/bottle of Chardon-
nay wine= $45,000.00).
54
Sales promotion FLowchart

55
56
budget
CAMPAIGN SPENDING COST WASH-DC $51,200
TOTAL BUDGET $2,500,000 WMJ-X $44,800
PRODUCTION COST(15% of $375,000 WLIT $57,600
budget) INTERNET $319,540
SALES PROMOTIONS $236,715 Facebook $62,500
Trade Events $60,215 Banner Ads (4 sites) $257,040
Cost of materials for trade $100,000 TRADE MAGAZINES $290,640
events Cheers $172,680
Consumer Sweepstakes and $76,500 Restaurant Hospitality $117,960
website
CONSUMER MAGAZINES $267,214
805 Living $27,168
LA Magazine $120,240
Brand X $119,808 TOTAL SPENDING $2,449,989.00
TELEVISION $394,000
LA- Australian Open $9,000
Santa Barbara-Australian Open $2,100
LA-French Open $9,000
Santa Barbara-French Open $2,100
LA-Masters $9,600
Santa Barbara-Masters $3,000
LA-Food Network $153,600
Santa Barbara-Food Network $3,600
National-Jimmy Kimmel $202,000
RADIO $566,880
KIIS $300,000
KKGO $102,400
WLYF $10,880

57
appendices
and communication departments of Washington State University.
primary research Due to a low RSVP rate of the faculty, we found people 21 years
Methodology: and older who consumed wine to fill their places.

The process Qualtrics Survey Questions

For our primary research we conducted a consumer survey using 3. Where are you most likely to try new beverages?
Qualtrics.com and also used a focus group. The goal behind this The purpose of this question was to target where consumers pay
research was to get a better understanding of the consumer’s at- most attention to trying new things. 43% of consumers were most
titudes towards wine and Bridlewood Estate Winery. likely to try new beverages in a bar or lounge. 35% of consum-
ers preferred restaurants. At home was the lowest percentage of
Sample and Control Factors consumers at 22%.
To conduct our research we selected a group of people aging 21
years or older. The Qualtrics.com survey was composed of ap-
proximately 225 respondents in the adult population of the United
States. Of those 225 surveys, 223 of them were completely fin-
ished. Also, our focus group was composed of 5 people (women
and men) who ranged in age from 21 to 65 years old. This focus
group was refined even more by only including people who con-
sumed alcoholic beverages and more importantly wine.

The only factor that played a role in research collection was the
amount of time we had to conduct our survey and also the amount
of people that showed up to our focus group.
Response Rates
Our survey was composed of 21 questions and was sent out to
1,019 people via Facebook. Of those 1,019 people, 225 actually
took the survey. This gave us a response rate of 22.08%.
4. What is your preferred source of information for new bever-
ages?
The purpose of this question was to see what information sources
consumers pay attention to. A bartender was one of the strongest
sources at 27% in comparison to the internet at a low 3%.

225/1,019 X 100= 22.08%

We initially hoped to get 10 participants for our focus group. We

sent out invitations to faculty members in the business, hospitality,

58
11. What is your main source of entertainment media?
The purpose of this question was to see what media is most effec-
tive relaying information to consumers. Internet was the strongest
media used at 62%. Newspapers were the least affective source
of media at a low 0%.
14. What are some of your interests or hobbies?
This question was used to help us get an idea of what the top
interests are of our target wine consuming demographic. We found
the following activities to be reoccurring amongst our survey re-
spondents:
1.Outdoors
2.Travel
3.Cooking
4.dining out
5.shopping
6.social events
21. What is your preferred beverage?
The purpose of this question was to see what consumers prefer as
a choice of drink. Microbrews were the most popular at 32.4% and
Imported Wines were the leas selected at 8.1%.
Focus Group Findings
Perceptions of wine
When asked how people thought about wine, they generally re-
sponded, as it being more of a high- class drinks that is usually not
consumed on a regular basis. It can be a status inducing alcoholic
beverage. Also, we found that people perceive wine to be more of
a calm and social type of beverage. This meaning that it is more
of a talking type of drink and not a yelling type of drink (distilled
spirits and beer). Domestic Wine is also perceived to be almost
always from the West Coast or “wine country.”
When someone drinks wine
People thought wine to be consumed more for get together such
as holidays, social events, or even when they are cooking. Many
people within the focus group said they would consume wine on a
night when they stay in(perhaps with friends or a significant other).
Also, we found that wine is often used as a gift for certain social
functions. Wine seemed to have an acquired taste among our
focus group participants. This meaning that they felt wine tasted
better the more it was consumed, especially when it came to
flavor-rich wines.
Health benefits
Our focus group participants knew about the potential
59
cardiovascular health benefits of red wines. They also knew that
lighter wines such as Chardonnay did not have as much of a sig-
nificant amount of benefits as red wine did. As for the health ben-
efits, they did not seem to relevant to any of the participants even
though they did acknowledge the potential health benefits.

Why buy one wine over another

The focus group seemed to agree that trying new wine was based
upon where the wine would be consumed, the style of the wine,
and the pricing. People tend to buy different wines when it is for
a particular event or person. Based upon the importance of this
situation or person, the consumer will buy wine accordingly. We
also found that consumers may try a new wine strictly based upon
its appearance or label. They might buy a wine that looks new age
over a wine who’s labeling appears boring. One of the biggest fac-
tors in purchasing wine was the price. Sometimes the consumer
doesn’t care about the quality of wine and will make a purchase
based upon the bottle size or brand of a wine company.

Sales promotions/ image

The focus group seemed to agree that they probably wouldn’t use
a coupon or notice a stand when purchasing wine at a store or
supermarket. Also, we found that a wine company’s background or
history was irrelevant to the consumer. However, our focus group
agreed that companies who tried to give back to the public or held
events seemed to spark much more interest in purchase habits
and brand loyalty with the customer.

60
Qualtrics Survey Questions

61
62
cost efficiency analysis 89,653 Full Page $8,840.00 $88.40 $98.60 4 times
Medium Circula- Unit Size Cost CPP CPM Other Color rate
tion Consid- 89,653 Full Page $8,365.00 $83.65 $93.30 8 times
erations/ Color rate
Com-
ments Travel + 973,821 Full Page $111,715.00 $1,117.15 $114.72 1 time rate
Leisure Color
Magazine
973,821 Full Page $108,365.00 $1,083.65 $111.28 6 times
Cooking 573,806 Full Page $45,000 $450.00 $78.42 1 time rate Color rate
Club Color
973,821 Full Page $105,012.00 $1,050.12 $107.84 12 times
573,806 Full Page $43,650 $436.50 $76.07 3 times Color rate
Color rate
805 Living 25,826 Full Page $2,541.00 $25.41 $98.39 1 time rate
573,806 Full Page $42,300 $423.00 $73.72 6 times Color
Color rate
25,826 Full Page $2,390.00 $23.90 $92.54 3 times
Fine 253,873 Full Page $23,400 $234.00 $92.17 1 time rate Color rate
Cooking Color
25,826 Full Page $2,264.00 $22.64 $87.66 6 times
Food & 1,399,894 Full Page $86,000 $860.00 $61.43 1 time rate Color rate
Wine Color
Bon Ap- 1,341,816 Full Page $143,612.00 $1,436.12 $107.03 1 time rate
1,399,894 Full Page $83,400 $834.00 $59.58 3 times petit Color
Color rate
1,341,816 Full Page $139,304.00 $1,393.04 $103.82 3 times
1,399,894 Full Page $80,800 $808.00 $57.72 6 times Color rate
Color rate
1,341,816 Full Page $135,431.00 $1,354.31 $100.93 6 times
Wine En- 76,968 Full Page $9,895.00 $98.95 $128.56 1 time rate Color rate
thusiast Color
Los 139,438 Full Page $21,320.00 $213.20 $152.90 1 time rate
76,968 Full Page $9,695.00 $96.95 $125.96 3 times Angeles Color
Color rate Magazine
76,968 Full Page $9,495.00 $94.95 $123.36 6 times 139,438 Full Page $20,680.00 $206.80 $148.31 3 times
Color rate Color rate
Wine 400,862 Full Page $30,980.00 $309.80 $77.28 1 time rate 139,438 Full Page $20,040.00 $200.40 $143.72 6 times
Spectator Color Color rate
400,862 Full Page $30,370.00 $303.70 $75.76 6 times Medium Circula- Size/For- Cost CPP CPM Other
Color rate tion/ Rat- mat/ Show Consid-
Wine 35,000 Full Page $1,865.00 $18.65 $53.29 1 time rate ing/Reach erations/
Maker Color Com-
ments
35,000 Full Page $1,795.00 $17.95 $51.29 3 times
Color rate
35,000 Full Page $1,660.00 $16.60 $47.43 6 times Newspa-
Color rate per
Wine & 89,653 Full Page $9,215.00 $92.15 $102.79 1 time rate The Bos-
Spirits Color ton Globe

63
Mon.-Fri. 264,105 Full Page $74,718 $747.18 $282.91 1 time rate Mon.-Fri. 465,892 Full Page $95,130 $951.30 $204.19 1 time rate
B/W B/W
Sat. 264,516 Full Page $74,718 $747.18 $282.47 1 time rate Sat. 378,025 Full Page $95,130 $951.30 $251.65 1 time rate
B/W B/W
Sun. 418,529 Full Page $89,964 $899.64 $214.95 1 time rate Sun. 803,220 Full Page $143,010 $1,430.10 $178.05 1 time rate
B/W B/W
Mon.-Fri. 264,105 Full Page $83,925 $839.25 $317.77 1 time rate Mon.-Fri. 465,892 Full Page $103,440 $1,034.40 $222.03 1 time rate
Color Color
Sat. 264,516 Full Page $83,925 $839.25 $317.28 1 time rate Sat. 378,025 Full Page $103,440 $1,034.40 $273.63 1 time rate
Color Color
Sun. 418,529 Full Page $100,744 $1,007.44 $240.71 1 time rate Sun. 803,220 Full Page $154,270 $1,542.70 $192.06 1 time rate
Color Color
The Bos- Los Ange-
ton Herald les Times
Morn. 138,260 Full Page $116,161.50 $1,161.62 $840.16 1 time rate Mon.-Fri. 657,467 Full Page $227,370.24 $2,273.70 $345.83 1 time rate
Comb. B/W B/W
Sat. 117,669 Full Page $116,161.50 $1,161.62 $987.19 1 time rate Sat. 783,664 Full Page $227,370.24 $2,273.70 $290.14 1 time rate
B/W B/W
Sun. 95,635 Full Page $116,161.50 $1,161.62 $1,737.45 1 time rate Sun. 983,702 Full Page $284,680.64 $2,846.81 $242.64 1 time rate
B/W B/W
Morn. 138,260 Full Page $116,161.50 $1,161.62 865.48 1 time rate Mon.-Fri. 657,467 Full Page $238,946.24 $2,389.46 $363.43 1 time rate
Comb. Color Color
Sat. 117,669 Full Page $116,161.50 $1,161.62 $1,016.93 1 time rate Sat. 783,664 Full Page $238,946.24 $2,389.46 $304.91 1 time rate
Color Color
Sun. 95,635 Full Page $119,661.50 $1,196.62 $1,251.23 1 time rate Sun. 983,702 Full Page $298,020.64 $2,980.21 $302.96 1 time rate
Color Color
Chi- The
cago Sun- Miami
Times Herald
Mon.-Fri. 275,641 Full Page $45,504 $455.04 $165.08 1 time rate Mon.-Fri. 162,260 Full Page $35,658 $356.58 $219.76 1 time rate
B/W B/W
Sat. 210,027 Full Page $45,504 $455.04 $216.66 1 time rate Sat. 139,476 Full Page $35,658 $356.58 $255.66 1 time rate
B/W B/W
Sun. 251,260 Full Page $45,504 $455.04 $181.10 1 time rate Sun. 238,613 Full Page $51,156 $511.56 $214.39 1 time rate
B/W B/W
Mon.-Fri. 275,641 Full Page $50,154 $501.54 $181.95 1 time rate Mon.-Fri. 162,260 Full Page $39,138 $391.38 $241.20 1 time rate
Color Color
Sat. 210,027 Full Page $50,154 $501.54 $238.80 1 time rate Sat. 139,476 Full Page $39,138 $391.38 $280.61 1 time rate
Color Color
Sun. 251,260 Full Page $50,154 $501.54 $199.61 1 time rate Sun. 238,613 Full Page $54,971 $549.71 $230.38 1 time rate
Color Color
Chicago 1 time rate The
Tribune Washing-
ton Post

64
Mon.-Fri. 582,844 Full Page $109,998 $1,099.98 $188.73 1 time rate
B/W
Sat. 552,363 Full Page $109,998 $1,099.98 $199.14 1 time rate
B/W
Sun. 822,208 Full Page $153,972 $1,539.72 $187.27 1 time rate
B/W
Mon.-Fri. 582,844 Full Page $120,362 $1,203.62 $206.51 1 time rate
Color
Sat. 552,363 Full Page $120,362 $1,203.62 $217.90 1 time rate
Color
Sun. 822,208 Full Page $166,776 $1,667.76 $202.83 1 time rate
Color
Medium (Persons) 18-34 F & Rating Cost Rating CPP CPM Other
Circulation M Reach 18-34
Target
Television
(All in LA)
Morning
Good 178,000 24,000 3 $2,442.00 1 $2,442.00 $101.75 during
morning LA winefest
ABC
Greys 1,051,000 199,000 13 $57,304.00 5 $11,460.80 $287.96
Anatomy
Bachelor- 635,000 95,000 7 $30,856.00 2 $15,428.00 $324.80
ette
Desperate 868,000 160,000 10 $44,080.00 4 $11,020.00 $275.50
House-
wives
FOX
Glee 625,000 125,000 7 $30,856.00 3 $10,285.33 $246.85
House 854,000 201,000 9 $39,672.00 5 $7,934.40 $197.37
CW
90120 170,000 71,000 2 $8,816.00 2 $4,408.00 $124.17
Supernatu- 278,000 74,000 3 $13,224.00 2 $6,612.00 $178.70
ral
America's 128,000 32,000 3 $13,224.00 1 $13,224.00 $413.25
Next Top
Model
CBS
Big Bang 510,000 87,000 6 $26,448.00 4 $6,612.00 $304.00
Two and a 685,000 79,000 8 $35,264.00 2 $17,632.00 $446.38
Half Men

65
Late Night
Fox News 598,000 122,000 6 $8,898.00 3 $2,966.00 $72.93
Wed 10pm
Tonight 262,000 33,000 4 $5,068.00 1 $5,068.00 $153.58
show
Medium (Persons) 25-34 Est. Rating Cost Rating CPP CPM Other
(National) Circulation Population 25-34
Jimmy Kim- 1,700,000 230,000 2 $13,000.00 0.28 $46,428.57 $56.39
mel Live

Medium (Na- (Persons) Circu- 25-34 Est. Cost Rating 18-49 CPP CPM
tional) lation Population
Desperate 14,058,000 2,586,672 $210,064.00 4.8 $43,763.33 $81.21
Housewives
Two and a Half 14,625,000 1,681,875 $206,722.00 4.8 $43,067.08 $122.91
House 12,614,000 2,964,290 $226,180.00 4.9 $46,159.18 $76.30
90210 1,725,000 721,050 $38,426.00 0.9 $42,695.56 $53.29
Gossip Girl 2,143,000 895,774 $47,248.00 1.2 $39,373.33 $52.75
Glee 9,772,000 1,954,400 $272,694.00 4.3 $63,417.21 $139.53
One Tree Hill 2,250,000 940,500 $39,382.00 1.1 $35,801.82 $41.87
Life Unex- 2,344,000 979,792 $33,725.00 1.1 $30,659.09 $34.42
pected
Amer. Top 4,430,000 1,107,500 $63,285.00 1.5 $42,190.00 $57.14
Model
Greys Anatomy 13,552,000 2,561,328 $222,113.00 5.1 $43,551.57 $86.72
Private Practice 9,415,000 1,779,435 $142,661.00 3.5 $40,760.29 $80.17
Big Bang 14,224,000 2,432,304 $195,077.00 5.3 $36,806.98 $80.20
Theory
Vampire Diaries 3,458,000 1,445,444 $74,913.00 1.6 $46,820.63 $51.83
Smallville 2,747,000 730,702 $34,163.00 1.2 $28,469.17 $46.75
Supernatural 2,635,000 700,910 $29,100.00 1.2 $24,250.00 $41.52
Medium (Los 25-34 Est. Popu- Rating Cost CPP CPM
Angeles lation
Cable)
Chopped 587,423 0.87 $1,600.00 $1,839.08 $2.72
Iron Chef 587,423 0.87 $1,600.00 $1,839.08 $2.72
America
Australian 555,439 1.7 $300.00 $176.47 $0.54
Open
French Open 555,439 1.2 $300.00 $250.00 $0.54

66
The Masters 555,439 3.2 $300.00 $93.75 $0.54
Medium Circulation/ GRPs Faces/cost CPP CPM Frequency
Reach
Outdoor
[Cost Analy-
sis (4 - week
circulation)(18+
population)
Outdoor 356,378400/93.3% 100 529/$396,750 $142.52 $1.11 29.8X
Poster-LA
Rotary Bulletin- 355,616,800/87.4% 100 253/1,986,050 $714.97 $5.58 31.8X
LA
Outdoor 122,796,800/93.4% 100 276/$414,000 $146.56 $3.37 30.2X
Poster- Wash-
ington DC
Rotary Bulletin- 124,345,200/87.6% 100 149/$983,400 $347.66 $7.91 32.3X
Washington DC
Junior Poster- 13,857,200/86.4% 45 49/$19,600 $15.49 $1.41 14.7X
Washington DC
Outdoor 176,265,600/93.4% 100 384/$264,960 $94.01 $1.50 30.2X
Poster-Chicago
Rotary Bulletin- 175,593,600/87.5% 100 134/$670,000 $238.64 $3.82 32.1X
Chicago
Junior Poster- 175,148,400/93.3% 100 719/$82,685 $29.53 $0.47 30.0X
Chicago
Outdoor 51,777,600/93.5% 100 85/$68,000 $23.76 $1.31 30.6X
Poster-Miami
Rotary Bulletin- 50,912,400/87.6% 100 29/$116,000 $41.21 $2.28 32.1X
Miami
Junior Poster- 8,254,400/93.5% 100 22/$4,620 $1.62 $0.56 30.6X
Miami
Outdoor 120,960,000/93.3% 100 348/$261,000 $93.36 $2.16 30.0X
Poster-Boston
Rotary Bulletin- 120,775,200/87.5% 100 79/$962,220 $344.73 $7.97 31.9X
Boston
Junior Poster- 11,944,800/85.9% 45 54/$16,200 $13.26 $1.36 29.4X
Boston

67
Medium Circulation/ Unit of Space/ CPP CPM Medium Circula- Size/For- Cost CPP CPM Other
Cume/Reach Cost tion/ Rat- mat/ Show Consid-
(%) ing/Reach erations/
Events Com-
ments
National 58,000 attend- $28.95/ $28.95 $49.91
Radio
Restaurant As- ees sq. ft.
sociation Trade $300/ea. Open WLYF - 7.4 AM/FM $85 $11.49 $5.38 Adult Con-
Show—Chicago corner Miami Drive temporary
LA Wine Fest— 3,000 attendees $450/booth $50.00 $166.67 WHYI - 5.2 AM/FM $55 x :60 $10.58 $4.95 Adult Con-
Los Angeles $50—1 electri- Miami Drive temporary
cal outlet $40 x :30 $7.69 $3.60
Other Options:
$50—Logo in WKLG - 0.1 AM/FM $30 $300 $140.49 Adult Con-
book Miami Drive temporary
$250—1/2 pg. KIIS - LA 6 AM/FM $1,250 $208.33 $21.43 Adult Con-
b/w ad (color Drive temporary
+$100)
$500—Full KOST - LA 4.3 AM/FM $1,250 $290.70 $29.90 Adult Con-
pg. b+w (color Drive temporary
+$100) KGMX - LA 0.1 AM/FM $800 $8,000 $822.92 Adult Con-
Boston Wine 17,500 attend- Drive temporary
Expo-Boston ees WASH - 5.4 AM/FM $400 $74.70 $18.84 Adult Con-
Windy City Wine 11,500 attend- $400/booth $40.00 $34.78 DC Drive temporary
Festival—Chi- ees Other Options: WATD - 0.7 AM/FM $35 $500 $13.95 Adult Con-
cago Sponsorship: Boston Drive temporary
$6,500—Official
WSRS - 0.5 AM/FM $30 $60 $16.74 Adult Con-
$6,500—Hospi-
Boston Drive temporary
tality 1 day
$8,500 Hospital- WMJX - 5 AM/FM $350 $70 $19.53 Adult Con-
ity 2 days Boston Drive temporary
Washington 5,500 attendees $890/booth $89.00 $161.82 WPLM - 1.4 AM/FM $70 $50 $13.95 Adult Con-
D.C. Internation- other options: Boston Drive temporary
al Wine & Food $200-logo on WLIT - 3.3 AM/FM $450 $136.36 $23.07 Adult Con-
Festival—Wash- website Chicago Drive temporary
ington D.C. $500-1/4 pg. ad
in Show guide WSSR 0.3 AM/FM $80 $266.67 $45.11 Adult Con-
$700-1/2 pg. ad. -Chicago Drive temporary
In Show guide WZVN - 0.1 AM/FM $60 $600 $101.51 Adult Con-
$1,000—full Chicago Drive temporary
page ad. In
WPOW - 4.3 AM/FM $50 $11.63 $5.45 Contem-
Show Guide
Miami Drive porary Hit
Miami Inter- 6,700 attendees $1,875/ Basic $187.50 $279.85 Radio
national Wine Booth
WKIS 2.8 AM/FM $40 $14.29 $6.69 Country
Fair—Miami, Other Options:
-Miami Drive
FL. $3,200/Basic
Deluxe Booth KKGO - LA 1.6 AM/FM $800 $500 $51.43 Country
$28.00/sq. Drive
ft.—Custom WKIK - DC 0.2 AM/FM $50 $250 $63.60 Country
Pavillion Drive

68
WUSN - 3.8 AM/FM $500 $131.58 $22.26 Country
Chicago Drive
WFLC - 4.9 AM Drive $90 $18.37 $8.60 Hot Adult
Miami Contempo-
rary
KYSR - LA 3.2 AM Drive $1,250 $390.63 $40.18 Hot Adult
Contempo-
rary
WRQX - 3.5 AM Drive $700 $200 $50.88 Hot Adult
DC Contempo-
rary
WBMX - 3.5 AM Drive $250 $71.43 $19.93 Hot Adult
Boston Contempo-
rary
WSNE - 0.4 AM Drive $25 $62.50 $17.43 Hot Adult
Boston Contempo-
rary
WXLO - 1.7 AM Drive $95 $55.88 $15.59 Hot Adult
Boston Contempo-
rary
WTMX - 4.1 AM Drive $600 $146.34 $24.76 Hot Adult
Chicago Contempo-
rary
WXLC - 0.8 AM Drive $185 $231.25 $39.12 Hot Adult
Chicago Contempo-
rary

69
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thank you

Petek’s Little Heroes

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