"Way too many people in the wine business
want to come out and talk about how many
barrels they use or what the terroir is. There
is nobody in the millennial generation that
gives a crap. They would much rather know
about the name of the dog that runs around in
the vineyard.
That's much more personal."
Gary Vaynerchuk
Agenda
BIG opportunity.
BOLD plan.
Millennial
Males Account
For
$2.2 BILLION
in wine
purchases
3
Millennial Drink Brands
Visually Impactful
Confident
Sophisticated
Social
4
Look for brand video at
www.Sledgehammerwine.com/tr
ade
5
Agenda
BIG opportunity.
- worth $2.2 billion
- needs a bold brand
BOLD plan.
Traditional Advertising Won’t
Work
Our Target:
Millennial Men
Reaching millennials is difficult
Watch more than an hour of TV
day
Social Network users
The Rest of the Market:
Gen X, Boomers
Millennials
57%
Above 30
79%
72%
40%
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Carolla became famous as host of the radio show &
MTV program Loveline from 1995 to 2005, as the
co-host of the television program The Man Show
(1999–2004), and most recently for his
performance on Dancing with the Stars.
Carolla started a daily podcast on February 23, 2009
at his personal website. The first Adam Carolla
podcast was downloaded over 250,000 times and,
as of the third podcast, it was the number one
podcast on iTunes in both the U.S. and Canada.
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Carolla Podcast Facts:
 Up to 300,000 unique downloads per day with 89% of listeners being Men
 2009 iTunes Rewind “Best Podcast of the Year”
 The Adam Carolla podcast consistently ranks ahead of HBO’s Real Time with
Bill Maher, Ricky Gervais, & President Obama’s Weekly Address
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Carolla Partnership
Exclusive Original Content via 2.0 Outlets
 6 Viral Webisodes
 12 Social Media Blitzes (Twitter & Facebook
Attacks)
 4 Separate :30 Ads on Podcast
 4 Podcast Segments & On-air Game Show
Ten Comedy Tour Show Sponsorships
 Show tickets for distributor incentives, trade
entertainment, consumer prizing
 Post-show meet & greets (select cities) for
incentives, prizing and media
115,000 Twitter followers
14,000 Facebook friends
300,000 daily podcast downloads
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Locate Retailers Online
NEW!
Website Launched Jan 15
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Where you’ve seen us…
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Winning in New York
ROS Already Competitive within Peer Group
Total Nielsen Liquor
Eq Vol /
ACV
7 Deadly Zins
292.1
Sledgehammer
261.9
337
231.9
AC Nielsen P52W ending 9/18/10
NY Hot Spot Placements
Palace Hotel
Chelsea Wine Cellar
Voodoo Lounge
Battery Gardens
Black Door
Club Max
Cielo Club
Greenwich
Village Bistro
Keys to Success
•
Robust start:
–
–
–
•
Maintain Focus
–
–
–
•
Initial 60-day one case pricing for distribution PLUS distribution incentives
Put in the right accounts, branded tastings in retail, lobby tastings in Hotels and restaurants on night they
would feature SH
Sponsorship of hip events, like premier parties
First 6 months SH is always on sales rep quota
SH at least one varietal on our monthly blitz
Paid for windows displays (especially important in metro)
Driving the Sale home: “a lot of buyers don’t understand “millennial” when we explain it in
marketing terms. We pull a bottle of Jagermeister and put next to Sledgehammer. The colors
are the same and most of the time so are the drinkers. They get it.“ - Gstell
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Channel Focus
Objective: Build distribution in key millennial male accounts to maximize
targeted marketing & PR activities. (50/50 on-off-premise split)
OFF-premise
Club
Mass/Supercenter
Specialty Grocery
Convenience &
Conventional
Wine Specialty
*Liquor stores will vary by
market.
(Michigan Avenue vs. Southside
Chicago) More upscale liquor
stores in the right neighborhoods
are key.
ON-premise
Fine Dining
Casual Theme
Casino
Private Club
Country Club/Golf
Hotels
Catering & Food
Service
Bars/Nightclub
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This is not traditional wine
marketing.
Objective
Tactics
Tools
(1) Capture the
attention of
Millennial Males
(1) Digital
Activation
(1) Carolla
(2) Develop Brand
Ambassadors
(2) Metro/Urban
Focus
(2) POS
(3) The package
(3) Find the Hot
Spots
What is isn’t:
– Distribution everywhere
– Buble holiday promotion
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SLEDGEHAMMER is
the RIGHT wine.
the RIGHT distribution.
the RIGHT marketing plan.
the RIGHT time.
Appendices
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Sledgehammer Cabernet
Points of Distinction:
• 91% of the grapes are from Alexander Valley
• Long hang time on the vines creates a robust
14.2% alcohol wine with big, ripe fruit flavors
• 14% Syrah was blended in to increase the ripe
fruit, body, and tannin structure of the Cab Sauv.
• Aged in American, French and Hungarian oak fo
2 years.
Sledgehammer Cabernet Sauvignon
Appellation: North Coast
Vintage: 2007
Retail Price: $15.99
Promoted Price: $14.99; BTG Price: $9
Tasting Notes: Complex aromas of black cherry and notes
of cinnamon and nutmeg lead to powerful flavors of plum
and dark berry fruit. The wine has supple tannins and well
integrated oak from barrel aging.
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Sledgehammer Zinfandel
Points of Distinction:
• 80% Lake Co. "Mountain Fruit," producing
intensely bold Zinfandels. Another 20% from
benchmark Sonoma appellations Alexander
Valley and Dry Creek Valley.
• A long hang time resulted in a wine with 15%
alcohol and big ripe fruit flavors.
• 11% Petite Sirah and 8% Syrah were included
in the blend to increase the ripe fruit, body, and
tannin structure of the Zinfandel.
Sledgehammer Zinfandel
Appellation: North Coast
Vintage: 2007
Retail Price: $15.99
Promoted Price: $14.99; BTG Price: $9
Tasting Notes: Intense aromas of blackberry, black pepper,
toasted oak and a hint of brown spice. Bright flavors of
raspberry and blackberry fruit with some vanilla highlights
from the influence of again in small oak barrels.
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360 Program Overview
Comedy Tour Sponsorship
Celebrity Spokesperson
Consumer Events
PR & Social Media
National In-Store POP
Podcast & Online Integration
On-premise
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