B RAND P RESENTATION
H ISTORY
At Langtry Estate we continue to work under the spirit of Lillie Langtry, blazing our
own trail making world class wines in an area which has yet to be fully discovered.
We are not afraid to go against the grain, marrying our past and our future old
world style with contemporary flair.
•
•
•
•
•
1888: Namesake, Lillie Langtry, flamboyant British
Theatre star purchases property
1906: Lillie sells property
1963: Malulani Investments acquires the 23,000
acre Langtry Estate & Vineyards with a focus on
producing top-tier wines from the Guenoc Valley
– The Winery planted extensive vineyard acreage
and was one of the first in California to plant
the 5 Bordeaux varietals
1981: Guenoc Valley approved as an AVA
2012: Foley Family Wines, become sales and
marketing support for Langtry Estate & Vineyards
Lillie Langtry
A BOUT L ANGTRY E STATE &
V INEYARDS
• Located in Guenoc Valley within Lake County.
• Guenoc is an appellation. The only vineyard that has
the unusual distinction of being the vineyard owner
and winery in the region.
• Consists of 23,000 acres which straddles both Lake
and Napa Counties with 400 acres planted to vine
• 175,000 Cases of Wine produced annually
• Top Producer of Sauvignon Blanc, Petite Sirah,
Chardonnay & Cabernet Sauvignon
L AKE C OUNTY
A R ISING
APPELLATION
Overview: With the Mayacamas
Mountains to the west and the Vaca Range
to the east, Lake County’s vineyards are
near one of the oldest Geological lakes in
North America. Lake County’s intensity
of place- climate, soils and sunlightproduce grapes and wines of compelling
quality and character.
Date: In 1981, Guenoc Valley was
approved as an AVA and is the 1st single
proprietor AVA in the country. Napa
follows as #2.
Location: Lake County lies in the northeastern section of the internationally recognized
North Coast appellation that also includes Napa, Sonoma and Mendocino Counties. Lake
County is bordered on west by the Mayacamas Mountains often called the “Axis of
Cabernet,” a range that also defines the border between Napa and Sonoma counties to the
south.
Elevation : High elevation terroir with vineyards sitting between 700 and 2600 feet.
Soils & Climate: Soils range from rocky volcanic highlands to mountain valleys line with
gravelly rivers. The air is dryer, with less consistent humidity. The humidity can be half as
much as Napa on any given day which helps eliminate rot. Lake County receives as much as
10% more UV exposure than its neighboring appellations. Which triggers thicker grape
skins, greater tannins and intense wines. Cold winters and dry summer conditions.
W INEMAKING
WINEMAKER- ERIC STINE
•
Born and raised in Detroit, Eric
found his love for wine while
working as a beverage manager
while studying at the University of
Michigan.
•
Began career in high tech industry
in New York but longed for a
career in wine.
•
Studied Viticulture and Enology at
University of California – Davis.
•
Began his wine career in 2005 at
Trefethen, first as vineyard intern
than as Laboratory Assistant and
Enologist under the guidance of
Jon Ruel, Director of Viticulture.
•
In April 2007 Eric became the
Assistant Winemaker at Langtry
Estate and Vineyards and is now
the Winemaker enjoying the
challenge of exhibiting the
multiple vineyards by making fine
wine.
WINEMAKING
• State of the art crush pad
along with and a Diemme
press and two Wilmes presses
that ensure gentle handling of
the grapes, while fermentation
temperatures are carefully
monitored.
• Wines of great distinction
and character and impeccable
balance.
• Judicious use of oak and
minimal intervention
• Site specific farming create
great wines.
S USTAINABLE FARMING
Langtry Estate & Vineyards believes in embracing practices that make it steward of
both the land and community, allowing the farm and winery to be operated
indefinitely without harm to itself or its external environment.
• Returning nutrients to soils by
using composted grape
materials and cover crops.
• Minimize tractor passes,
emissions and chemical
applications.
• Maintain a low carbon
footprint by using high
efficiency refrigeration
systems.
• Utilizes sustainable irrigation
practices through captured
rainfall.
K EY M ESSAGES
•
•
•
•
•
Guenoc is an appellation. In 1981, Guenoc
Valley became an AVA and the first singleproprietor AVA as well.
Top Producer of Sauvignon Blanc, Petite Sirah,
Chardonnay & Cabernet Sauvignon.
The Langtry Estate is one of the largest
contiguous private land holdings in California,
and among the most beautiful.
Langtry Estate is Lake County’s most
acclaimed winery.
4 Tiers of Wine: Langtry Single Vineyard,
Guenoc Lake County, Guenoc Victorian Claret
and Guenoc California Selection.
B RAND T IERS
LANGTRY SINGLE VINEYARD WINES
The Langtry Single Vineyard Wines capture the winery’s
commitment to its estate vineyards. Made in extremely limited
quantities (most under 1000 cases) these wines represent the
finest vineyard lots and winemaking achievement the winery has
to offer.
GUENOC LAKE COUNTY WINES
Lake County is a region whose quality can stand on its own. Our
fine wines and quality fruit are re-establishing Lake County’s
reputation for producing excellent wines. Guenoc Lake County
Wines include Petite Sirah, Cabernet Sauvignon, Red Meritage,
Chardonnay & Sauvignon Blanc.
GUENOC NORTH COAST CLARET
The Guenoc North Coast Victorian Claret is a blend of our award
winning wines. Rich and soft on the palate, hints of vanilla and
nutmeg add to the complexity and the long smooth finish.
GUENOC CALIFORNIA SELECTION WINE
The Guenoc California Selection Wines include Cabernet
Sauvignon, Chardonnay, Merlot, Petite Sirah, Pinot Grigio,
Sauvignon Blanc & Zinfandel.
TARGETED R ETAIL P RICING
•
Guenoc California Selection
– $10.99 everyday/$7.99 TPR and
Ad
– Competitors: Robert Mondavi
Private Selection, Blackstone,
Ravenswood, Chateau St.
Michelle, Mirassou and Beringer
Founders Reserve
•
North Coast Victorian Claret
– $14.99 everyday/$10.99 TPR and
AD
– Competitive Set: Coppola Claret,
Apothic Red, Cupcake
TARGETED R ETAIL P RICING
•
Guenoc Lake County
– Cabernet Sauvignon & Petit Sirah
• $17.99 everyday/$13.99 TPR and
Ad
• Competitive Set: J. Lohr, Coppola,
Sterling, Rodney Strong
– Chardonnay & Sauvignon Blanc
• $14.99 everyday/$10.99 TPR and
Ad
• Competitive Set: KJ, Acacia,
Chateau St. Jean
•
Langtry Estate Single Vineyard
– $20 to $40 Retail – World-Class Limited
Production Wines
– Competitive Set:
• Cabernet: Phelps, Trefethen,
Plumpjack, Groth
• Petite Sirah: Stag’s Leap
• Chardonnay: Rombauer, Alpha
Omega
• Sauvignon Blanc: St. Supery, Hanna
N EW PACKAGING F OR
G UENOC C ALIFORNIA S ELECTION
Old Label
Old Label
New Label
New Label
IRI
G UENOC S AUVIGNON B LANC
The Guenoc California Sauvignon Blanc is the #5 performing
California Sauvignon Blanc in the US in it’s price point based
on % ACV
BRAND
SEGMENT
DOLLAR SALES
DOLLAR
SALES PER
POINT ACV WL
VOLUME
SALES
VOL PER PT
ACV DIST WL
ACV WTD
ACV WTD
DIST
DIST
Avg
WHERE
WHERE
Price/Unit
LEGAL CHG
LEGAL
VS YRAGO
% ACV
AVg
% ACV
Where Legal, % Volume,
Price/Unit Where Legal,
Feat or
Feat &/or
Chg vs
Feat or
Display Chg
Display
YrAgo
Display
vs YrAgo
Stromberg
SEGMENT 4 8.00-10.99
$26,919
$315,856
251
2,944
0.1
(0.0)
$8.94
($0.89)
0.1
(0.0)
77.0
Vin Hunter
SEGMENT 4 8.00-10.99
$22,893
$295,499
191
2,464
0.1
0.1
$9.99
NA
0.1
0.1
92.3
Cupcake
SEGMENT 4 8.00-10.99
$17,697,924
$275,798
160,306
2,498
64.2
12.8
$9.20
$0.04
43.1
11.4
50.2
Pomelo
SEGMENT 4 8.00-10.99
$921,930
$194,533
7,503
1,583
4.7
0.6
$10.24
($0.24)
1.0
0.2
11.5
Guenoc
SEGMENT 4 8.00-10.99
$1,083,531
$185,032
12,157
2,076
5.9
0.2
$7.42
$0.30
3.6
0.5
31.6
Castoro
SEGMENT 4 8.00-10.99
$38,461
$140,591
441
1,611
0.3
0.0
$7.27
$0.01
0.1
0.0
27.5
Line 39
SEGMENT 4 8.00-10.99
$669,064
$118,104
6,875
1,214
5.7
1.8
$8.11
($0.70)
1.3
0.9
12.1
Artisan Fume
SEGMENT 4 8.00-10.99
$115,597
$108,330
1,031
966
1.1
(0.0)
$9.34
$0.72
0.9
0.1
47.4
Tarrica Wine Cellars
SEGMENT 4 8.00-10.99
$6,760
$104,900
90
1,390
0.1
(0.0)
$6.29
($1.40)
0.0
(0.0)
8.7
Clos Du Lac Cellars
SEGMENT 4 8.00-10.99
$5,183
$97,219
64
1,203
0.1
(0.1)
$6.73
($0.14)
0.0
(0.1)
0.0
Shenandoah Vineyards Sobon SEGMENT 4 8.00-10.99
$25,650
$96,213
241
905
0.3
(0.0)
$8.85
$0.39
0.2
0.1
25.9
Dancing Bull
SEGMENT 4 8.00-10.99
$3,602,024
$87,090
38,201
924
41.4
(1.6)
$7.85
($0.25)
11.9
(5.8)
26.8
Bogle Vineyards
SEGMENT 4 8.00-10.99
$2,094,652
$86,038
19,125
786
24.4
2.4
$9.12
($0.11)
8.2
(0.6)
42.7
Robert Mondavi Private
Selection
SEGMENT 4 8.00-10.99
$4,118,048
$82,268
40,309
805
50.1
(1.5)
$8.51
($0.31)
28.5
1.6
36.5
Sterling Vintners
SEGMENT 4 8.00-10.99
$2,347,725
$79,932
21,312
726
29.4
(0.6)
$9.18
($0.28)
11.5
(1.3)
36.9
Castle Rock Fume
SEGMENT 4 8.00-10.99
$329,068
$76,863
3,467
810
4.3
0.8
$7.91
($1.13)
1.4
0.3
39.4
IR 52 Weeks Ending 7/8/2012
V ICTORIAN C LARET O PPORTUNITY
RED BLENDS ARE A GROWING CATEGORY
Brand Description
DOLLARS
CASE
SALES
(VOLUME)
AVG
PRICE/UNIT
% ACV
WL
DOLLAR
SALES PER
POINT ACV
Apothic Red
$30,715,156
255,594
$10.01
57.0
$407,643
Francis Ford Coppola Claret
$17,661,616
98,916
$14.87
30.1
$287,949
Menage A Trois
$54,854,960
500,269
$9.13
54.6
$661,453
$247,274
1,975
$10.43
0.9
$79,828
Guenoc Claret
Total US 52 Weeks Ending 6/12/2012
• This wine will perform. Results are shown in the %
ACV.
• Go after Coppola Claret business.
• Historically a BevMo exclusive this wine has plenty
of opportunity to grow.
V ICTORIAN C LARET O PPORTUNITY
RED BLENDS ARE A GROWING CATEGORY
Segment
Dollar Sales
TTL SEGMENT 4 RED
BLDS/MRTAGE TBL
Dollar Sales %
Chg vs YrAgo
$168,974,656
44.3
Volume
Sales
1,514,568
ACV
Vol Sales
Wtd Dist
% Chg vs
Where
YrAgo
Legal
45.7
% ACV
% ACV
%
ACV Wtd
Avg Avg Items
Where
% Volume,
Where
Volume,
Dist Where Items Per Store
Legal, Feat
Feat &/or
Legal,
Feat
Legal Chg
Per
Chg vs
or Display
Display Chg
Feat or
&/or
vs YrAgo Store
YrAgo
Chg vs
vs YrAgo
Display
Display
YrAgo
87.5
1.3
11.3
2.2
74.7
8.1
49.2
4.3
Current 52 Weeks Ending 6/10/12
Rank
Wine
Attribute: Price
Segment
Attribute:
Flavor
Volume
ACV
Dollar Sales
per Pt
Dollar
Dollar
Volume Volume
ACV Wtd Dist
per Point
ACV
Avg
Sales % Sales per
Volume Sales % per Pt
Wtd Dist Where
Dollar Sales
ACV WL %
Dist WL
Price/U
Chg vs Point ACV
Sales Chg vs
ACV
Where Legal
Chg vs
% Chg
nit
YrAgo
WL
YrAgo Dist WL
Legal Chg vs
YrAgo
vs
YrAgo
YrAgo
Menage A Trois Red Blends A/O SEGMENT 4 8.003 Ca Table 0.75lt
10.99
RED BLENDS
A/O
$54,854,960
13.4
$661,453
10.7
500,269
14.9
6,032
Apothic Red Blends A/O Ca
7 Table 0.75lt
RED BLENDS
A/O
$30,715,156
140.1
$407,643
82.6
255,594
147.6
3,392
SEGMENT 4 8.0010.99
12.1
82.9
2.0
$9.13
88.2
75.4
18.1
$10.01
Current 52 Weeks Ending 6/10/12
•Segment 4 Red Blends dollar sales have increased 44.3% over last
year
• Success of brands such as Menage a Trois and Apothic Red
S AUVIGNON B LANC & P ETITE
S IRAH
• Guenoc California
Sauvignon Blanc is
within the TOP 10
Sauvignon Blancs
selling in its price
segment
• Guenoc California
Petite Sirah is within
the TOP 5 selling
Petite Sirahs in its
price segment.
Based on 52 Week IRI data ending 6/12/2012
ACCOLADES
Langtry Estate is Lake County’s Most
Acclaimed Winery
Vintage
Points
Award
Issue
Publication
Guenoc Lake County Sauvignon Blanc
2010
88
"Top Value Wine of 2012"
June
Wine & Spirits
Guenoc Lake County Petite Sirah
2009
88
"Top Value"
March
Wine Spectator
Guenoc California Sauvignon Blanc
2010
86
"Top Value:
August
Wine Spectator
"Cellar Selection"
2012 Accolades
2011 Accolades
Langtry Serpentine Meadow Petite Sirah
2007
91
December
Wine Enthusiast
Langtry Genevieve Chardonnay
2009
90
December
Wine Enthusiast
Guenoc Lake County Petite Sirah
2009
89
December
Wine Enthusiast
Guenoc Lake County Sauvignon Blanc
2010
88
December
Wine Enthusiast
Guenoc Lake County Sauvignon Blanc
2010
88
Guenoc Lake County Petite Sirah
2008
87
Guenoc Lake County Chardonnay
2009
89
Guenoc Lake County Sauvignon Blanc
2009
87
Guenoc Lake County Sauvignon Blanc
2009
89
"Best Buy"
Guenoc California Sauvignon Blanc
2009
87
"Best Buy"
Guenoc Lake County Cabernet Sauvignon
2008
88
Langtry Genevieve Chardonnay
2008
89
July
Wine Spectator
Langtry Serpentine Meadow Petite Sirah
2006
90
June
Wine Enthusiast
Langtry Tephra Ridge Merlot
2006
93
June
Wine Enthusiast
Langtry Tephra Ridge Petit Verdot
2006
90
June
Wine Enthusiast
Guenoc Lake County Chardonnay
2008
87
"Top Value"
June
Wine Spectator
Langtry Lillie Sauvignon Blanc
2008
90
"Exceptional"
June
Wine & Spirits
Langtry Tephra Ridge Proprietary Blend
2006
89
June
Wine Spectator
Guenoc Lake County Chardonnay
2007
89
December
Wine Enthusiast
Guenoc Serpentine Meadow Port
2006
92
December
Wine Enthusiast
Langtry Genevieve Chardonnay
2007
92
December
Wine Enthusiast
Guenoc Lake County Sauvignon Blanc
2008
87
October
Wine Enthusiast
"Best Buy"
December
Wine & Spirits
October
Wine Enthusiast
"Best Buy"
September
Wine Enthusiast
"Top Value"
August
Wine Spectator
July
Wine Enthusiast
July
Wine Enthusiast
April
Wine Enthusiast
2010 Accolades
"Editors Choice"
2009 Accolades
"Best Buy"
* As of 6.29.12 Guenoc has received more 90 Points or above scores from Wine Enthusiast and Wine Spectator
than any other Lake County Winery
P OINT OF SALES MATERIALS
•
Shelf Talkers
•
Fact Sheets
•
Acclaim Flyers
•
Brand One Pager
•
Sustainable Farming
•
Brochure
B RAND P RESENTATION