New Programs, New Logo For California Wine In International Markets
SAN FRANCISCO September 2, 2005 - The California Wine Institute will launch export programs in more than 20 markets this fall and introduce trade and consumers to a new logo and theme for the state. California exports grew 28 percent last year and an average of 23 percent annually over the past 10 years. With California wine holding only six percent of the world market share, there is significant potential for growth. The new logo and theme will provide a unified approach to promoting the state's wines as California continues to increase its market share.
"International consumers and members of the trade who were surveyed about the new logo believe that it portrays the California wine industry as forward thinking, creative and elegant, but approachable - a true reflection of our wines," said Joseph Rollo, Director of Wine Institute's International Department.
Mering & Associates Advertising created the new design and tag line, "Inspired by Life." "The design needed to capture the California spirit and lifestyle, which sets our wine industry apart," said Dave Mering, Chief Creative Officer/Owner of Mering & Associates.
A full schedule of California wine tastings, retail promotions, trade missions, participation in major trade shows and consumer events begins in September in the United Kingdom, Canada, Japan and Germany. Market development programs will also continue in continental Europe, Asia and Mexico, and new programs will begin in China and Russia.
CanadaIn Canada, the emphasis for next year is on consumer activities with a strong presence at several wine shows, including the Vancouver Playhouse International Wine Festival, Salon des vins in Montreal, the Gourmet Food & Wine Show in Toronto and the Port of Wine Show in Halifax. California will be the featured region at the 20th anniversary of the Ottawa Wine & Food Show, the most important consumer wine show in that city. In-store activities will include a Zinfandel promotion in Ontario next April.
The 26th annual California Wine Fair tour is scheduled for March and April across Canada next spring. "This is the largest annual wine festival tour in the country, attracting more than 2,000 trade and media and close to 5,000 consumers during the nine-city tour. These fairs give California vintners a great opportunity to meet the trade throughout Canada and sample the consumer with new wines and vintages," said Rick Slomka, Wine Institute Canadian Director.
United KingdomIn the UK, more than one in every seven bottles sold comes from California. In the first half of 2005, many major retailers increased their ranges from the Golden State dramatically. These new listings will be supported with in-store promotions. "Consumers will also have an opportunity to try our wines at consumer events and exhibitions around the country. By the end of the campaign, more than a million consumers will have seen California's decorated trailer with logo and marquee, and will have had the opportunity to taste a range of wines, some well-established, some new to market, with the quality, value and diversity which epitomize the cool lifestyle of California," stated John McLaren, Wine Institute United Kingdom Director.
There is also a full slate of educational and promotional trade events; such as the comprehensive London Annual Tasting, when the whole of the UK trade focuses on California, and more specific events, such as tastings, organized by varietal and price point for restaurants and other on-premise trade.
Continental EuropeIn other markets in Europe the emphasis will be on programs that demonstrate the California lifestyle. New promotional materials with the "Inspired by Life" tagline and theme, "Enjoy the way we live in the wines we make," will be developed for use in all European countries. These include brochures, posters, advertisements and a website, all available in various European languages.
Key European lifestyle editors will be invited to California to demonstrate what makes California such a unique place to live and make wine. Our wines and winemakers will also visit European capitals for a series of trade shows and tasting events. Cities included in these tours are Paris, Copenhagen, Amsterdam, Moscow, DŸsseldorf, Basel and Brussels, among others. These activities are created and conducted through Wine Institute's European office, directed by Paul Molleman.
JapanJapan experienced an impressive 35 percent increase in California wine exports in 2004. After the government deregulated liquor retailing licenses in September 2003, many supermarket stores started to sell wines for the first time, according to Wine Institute Japan Director Ken-ichi Hori. According to a recent survey, 89 percent of supermarket outlets now sell wine and alcohol beverages (up nine percent from a year ago.) "Supermarket stores, wine specialty stores and casual wine restaurants are three of the most important market segments for us, and we focus our programs to support these outlets," said Hori.
Major programs in Japan include a trade visit to California in September, wine tasting of new varieties for trade buyers in Tokyo, Nagoya and Osaka in October/November, retail display program at 1,200 wine specialty stores nationwide in December and a wine-by-the-glass restaurant promotion in spring 2006. In addition, major supermarket chains will conduct a promotion for California wines throughout all their stores in the spring.