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January 31, 2011 Presented To: Mike Edison Scott Buehler Alexis Milam Toby Ryan. Blue Hen. Delaware’s Only Premium Organic Winery!. Winery. Kennett Pike Greenville, DE. The Problem.

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january 31 2011 presented to mike edison scott buehler alexis milam toby ryan
January 31, 2011

Presented To: Mike Edison

Scott Buehler

Alexis Milam

Toby Ryan

Blue Hen

Delaware’s Only Premium Organic Winery!


Kennett Pike

Greenville, DE

the problem
The Problem

Northern Delaware lacks a premium winery and wine enthusiasts have had to settle for second best! No other nearby winery produces organic wine.

2 wineries in Southern Delaware

Nearby Brandywine Valley Wine Trail featuring 8 wineries

Southern NJ wine trails


Brandywine Valley

Wine Trail

Blue Hen Winery


Wine Trail

Cumberland County Wine Trail

Cape May Wine Trail

Nassau Valley Vineyards

the solution
The Solution
  • BHW will be the only local producer of organic wine with a focus on sustainable packaging
  • The opening of BHW will also enhance Delaware’s tourism in New Castle County.
the technology organic and sustainable
The TechnologyOrganic and Sustainable

All organically grown grapes – no pesticides/toxins

Message to consumers that we support agricultural communities that refuse to pollute soil and water supplies.

Wine enthusiasts believe organic wine varieties are more flavorful because they're made from grapes raised on healthier soil.

ECO Series™ bottles used for all of our wines.  

Made with greater than 50% recycled material, which reduces consumption of energy for manufacturing and CO2 emissions by 21% when compared to a “classic” wine bottle.

progress to date
Progress to date
  • Recipes vetted
  • Initial investment commitment
  • Brand trademark, website
  • Management team in place
  • Supply chain established
  • Proposed location identified
  • Building requirements and equipment identified

Target Regional Market

Based on education, home ownership, age, and median household income

Source: US Census


Target Wine Consumers

Greenville area: educated, married, and established in their career

87% are homeowners

Adults aged 35 – 65 (account for 74% of wine consumers)


Local Retailers and Restaurants

Promote to “farm to table” restaurants

sales marketing strategy
Sales & Marketing Strategy

Direct Sales

Extensive tasting room

Consumers sample wines Sales

No middleman – Charge retail prices for wine

Additional Sales Channels

Distributors: Estimated @ 10% Sales

NKS Distributors, Inc - retail and wine outlets

Vintage Imports, Inc - restaurants

sales marketing strategy1
Sales & Marketing Strategy

Sales Promotions

On-site events

Consumers sample wines Sales

Local food and wine festivals = PR

Local memberships


Limited Print – locally focused

DE Today

Online Ads

DE Today (restaurant issue), Delaware News Journal


Delaware Tourism Office


Indirect Competition

Substitute beverages: beer, spirits, & non-alcoholic beverages

Renowned wines of Sonoma Valley, France, Italy, etc

Small wineries outside local radius

Direct Local Competitors

Chaddsford Winery

Paradox Winery

Kreutz Creek

Penns Woods


management team
Management Team

Toby Ryan – Wine Maker Extraordinaire

BE in Agricultural Engineering from UD (1996) , MBA from UD (2011)

12 years experience as Engineer with DuPont

5 years experience with wine making from home

Entrepreneurial experience: manages family wine-making business.

Scott Buehler– Business Manager (GM/Cellar Manager)

BE in Chemical Engineering UD(1992), MBA from UD (2011)

10 years experience in manufacturing as Chemical Engineer with DuPont

8 years small business management experience

Amateur winemaker and regular volunteer at local wineries

Alexis Milam – Sales Marketing & Tasting Room/Special Events Manager

Certified Sommelier: Advanced Sommelier Certificate from The Court of Master Sommeliers (2002)

Hospitality Management Degree from UD (2000) & MBA (2011)

5 years as Sales/Special Event Manager at Renault Winery

milestones what s important next
MilestonesWhat’s Important Next?

Bring on

Mike Edison

as partner


equipment & product inputs

Renovate winery



licenses & permits

Begin wine production

funding requirements
Funding Requirements

Committed Funding: $150K

$50k agreed buy in from 3 partners

Requested Funding: $436K

Seeking Mike Edison’s partnership

5 acres of land and existing building

Use of Funds: $586 K Total

  • Capital Investments: Barn Restoration & Equipment: $400K
  • COGS (Year 0): $96K
    • Including permits and insurance
  • Salaries (Year 0): $75K
  • Marketing: $15K

Management team experienced in wine making, bottling, and with extensive operations and marketing backgrounds

Blue Hen Winery will generate profits by year 1

Strong growing trends towards local and organic products

Large and growing market – healthy market share predictions


Blue Hen


Blue Hen


Kennett Pike

Greenville, DE

For more information please contact: