Carl reh kabinett riesling
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Carl Reh Kabinett Riesling. Launch Plan June 2010. Overall Strategy. Fast track distribution to all top German and Riesling LCBO stores By the glass features at top German/Riesling wine restaurants 50 consumer tastings at LCBO stores

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Carl reh kabinett riesling

Carl Reh Kabinett Riesling

Launch Plan June 2010


Carl reh kabinett riesling

Overall Strategy

  • Fast track distribution to all top German and Riesling LCBO stores

  • By the glass features at top German/Riesling wine restaurants

  • 50 consumer tastings at LCBO stores

  • Educate and sample all key decision makers at LCBO stores, restaurants and agency stores...before, during and after launch

  • Develop strategic media campaign through print advertising, Food and Drink and Toronto Star

  • 4 programs (2 x LTO, 2 x BAM) in first 12 months

    Overall Targets

  • 4000 cases (9L) in first 12 months

  • 80% retail, 20% on trade

  • 250 distribution points

  • 50 menu listings/features


Carl reh kabinett riesling

Competitive Set

Carl Reh Kabinett Riesling $12.95


Carl reh kabinett riesling

RETAIL DISTRIBUTION

  • Target of 250 Total Stores Within 3 Months

    • List of top stores in each territory for;

      • Top German overall

      • Top Competitive sets GAP report

    • Each rep to be given specific monthly targets to hit for new listings based on their territory

      • Overall goal – Top 80% of retail distribution


Carl reh kabinett riesling

TARGETED LICENSEES

  • Target goal – 125 points of distribution on-trade

  • Price difference/incentives puts of far ahead of competition

    • Target top German restaurants

    • Target large patio accounts

    • Utilize POS material

      • Ice Buckets

      • Staff incentives

    • Custom feature cards

    • Staff training seminars

    • Bottle per case incentive


Carl reh kabinett riesling

IN-STORE TASTINGS – Sales Rep Competition

  • A team competition will be initiated where reps will taste one Friday or Saturday in their top store. Reps will be awarded based on highest bottle sales during their tasting.

    • $250 Mastercard for highest bottle sales.


Carl reh kabinett riesling

Media and Special Events

  • Food & Drink – October

  • Toronto Gourmet Food & Wine Show - November

  • Ottawa Food & Wine Show - October

  • Wines of Germany - TBD


Carl reh kabinett riesling

PROGRAMMING

  • The Trade Team has applied for a number of programs for this year and the start of 2011.

  • Period 7 – $1 LTO/SE (Declined)

  • Period 10 - $2 LTO (Declined)

  • Period 11 - $1 LTO

  • Period 12 – BAM6

  • Period 13 - $1 LTO/SE

  • Tastings – 50 in total between July – Sept.

  • Shelf Talkers


Carl reh kabinett riesling

MEDIA SAMPLING

  • Wine Writers

    • Wine writers have been sourced and tasted to secure key PR support for the launch and beyond.

    • A package was sent encompassing two sample bottles and marketing materials.

    • Follow up communication is being completed by the trade team to ensure the wine has been received and tasted, receive any feedback and inquire about a write up to coincide with the launch date.

      • Tony Aspler

      • Gord Stimmel

      • David Lawrason

      • Konrad Ejbich

      • Natalie Maclean

  • Beppi Crosariol

  • Dan Kislenko

  • Rod Phillips

  • Margaret Swaine


Carl reh kabinett riesling

Sales Rep Incentive

  • 1st Place – Weekend Getaway for 2 to the Village @ Blue Mountain in Collingwood. $2000 Value

    • 2 night stay

    • Tree Top Trecking

    • Tour of the Scenic Caves

    • Golf or Skiing

    • Afternoon at La Scandinave Spa

    • $400 for meals


Carl reh kabinett riesling

Sales Rep Incentive

2nd Place – Brand new iPad - $1000 Value

3rd Place – $500 in Gift Cards


Carl reh kabinett riesling

Sales Rep Incentive


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