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GOTHAM WINES Wines with Flavor from South Australia.

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Presentation on theme: "GOTHAM WINES Wines with Flavor from South Australia."— Presentation transcript:

1 GOTHAM WINES Wines with Flavor from South Australia

2 THE WINES  Gotham Regional Vineyard Series and OLD Vines Series  Wine Men Of Gotham  SXS: Success  Stalking Horse

3 GOTHAM Regional Vineyard Series-- $14.99 RRP

4 GOTHAM Old Vine Series:: $25-30 RRP Limited Edition wines from yr old Vineyards in Barossa Valley. Rated 90-94pts Wine Advocate.

5 ENTER THE GOTHIC MYSTERY The night is black as pitch, rain drops patter against your window and you can hear the clip clop of the headless horseman pacing in the dark alley below. The fire is crackling and you sink into your chair with a well-worn copy of The Legend of Sleepy Hollow. You want a deep, brooding wine to match the mood. Complex and spell binging, Gotham is an enigma; a literary concept for a discerning pallet.

6 WHY GOTHAM? Our first wine, a 2004 Langhorne Creek Shiraz… black as night, dark and brooding.

7 WHERE DOES THE NAME COME FROM?  A Literary Concept, referencing Washington Irving’s New York to 14 th century English Nursery Rhymes Above all– serious wine in the bottle, that doesn’t take itself to seriously.

8 NOT YOUR TYPICAL AUSSIE WINE Steering away from the critters, Gotham is a concept which does not play up the Australian category. We focus on regional expressions of Shiraz and Cabernet, which most definitely have fruit forward characters to be enjoyed by new world wine consumers, yet the wines maintain balanced and well integrated structural elements.

9 KEY MESSAGES  Regional Vineyard Series featuring McLaren Vale, Langhorne Creek and Barossa Valley.  Langhorne Creek is clay soil producing a savory wine; McLaren Vale is dark and mineral rich, producing chocolate characters in the wine; Barossa Valley is sandy sometimes loamy soil producing great acidity and bright lush fruit driven wine.  100% Varietals: Shiraz and Cabernet Sauvignon  Hand-made, low sulfite wine.  Sustainable water conservations farming practises.

10 SELLING STRATEGY  Gotham = Value.  Focus on great quality for the price point.  Education. Show two Shirazes side by side, highlight difference in climate and soil.  Niche accounts who like labels and the stories behind them.  Killer Halloween wine!

11 TARGET CONSUMER  Loves bold full bodied wines with streak of elegance  Thinks of themself as having a dark/ wild side  Moderate wine consumer with a small rotating cellar, but they may hold on to a bottle for a year or two  Regular wine drinkers who pride themselves on finding value  Trend leaders who find cult wines and share the secret with their friends

12 DISTRIBUTION OBJECTIVES  Regional restaurant chains  Steak Houses and white table cloth dining  Neighborhood bistros, casual dining, comfort food, pubs  Regional grocery chains  Independent Wine stores who can build a culture around the wines: ie wine club list and in store tastings

13 COMPETITIVE BENCHMARKS  D’Arenburg  Razors Edge  Yalumba Y Series  Layer Cake

14 GOTHAM US MEDIA HIGHLIGHTS Lisa Perrotti-Brown MW “wholeheartedly recommended” “true value” Fifteen Gotham wines featured! HIGHLIGHTS Gotham Old Vine Mataro 94pts ($25) Gotham Old Vine Shiraz 93pts ($25) Gotham “Salmagundi” Red Blend 92pts ($29) Gotham Langhorne Creek Shiraz 90pts ($15) Gotham Langhorne Creek Cabernet 90pts ($15) WINE ADVOCATE

15 WINE MEN OF GOTHAM

16 WINE MEN = ENTRY LEVEL GOTHAM With packaging designed for off premise, the Wine Men are and eye-catching entry level series in the Gotham Range. We actually blended 15% Gotham McLaren Vale Shiraz in to the Wine Men Shiraz to create “family flavors” Introduced to USA between October - December 2010 Depletions: 7,280 in 10 states in 8 months. RRP: $10

17 WISE ENOUGH TO PLAY THE FOOL! The Wine Men have a reputation that precedes them, playful and unpredictable; these merry pranksters are wise enough to play to fool and come out on top. They may be “WANTED” all over town but you ain’t no fool, so pick up this bottle for its cool character and impress your friends with a serious wine at exceptional value. Let the wine men take you for a ride and you’ll be in good company. Cheers to the wisdom of the wine drinker!

18 KEY MESSAGES  Exceptional VALUE!  Sunshine in a bottle; fruit driven wines with balance and integrity.  Popular and unusual varieties (Shiraz/ Chardonnay Semillion)  The only $10 Australian Wines “Whole-heartedly recommended” by Wine Advocate

19 SELLING STRATEGY  VALUE. Focus on great quality for the price point & WA reviews  Off-beat, fun label yet serious wine in the bottle. Target label loving customers!  Looks great as case stack and we have eye-catching POS  Killer Halloween wine!

20 TARGET CONSUMER  Entry level wine drinker with an eye for fun labels  New World pallet, adventurous in their wine selections  Bargain hunting regular wine drinkers looking for a good value Monday-Thursday wine

21 DISTRIBUTION OBJECTIVES  National and regional restaurant chains  National hotel accounts  Neighborhood bistros, casual dining, comfort food, pubs  National and regional grocery chains  National drug chains  Liquor stores  Club stores

22 EYE CATCHING POS

23 COMPETITIVE BENCHMARKS  Banrock Station  Jacobs Creek  Wolfblass  Razors Edge

24 SXS: SUCCESS

25 SXS:: STEPS TO SUCCESS Step One: Follow your instinct Step Two: Listen to your friends Step Three: Celebrate milestones no matter how small Step Four: Toast to you achievements with good wine! Whether you’re climbing the corporate ladder, following instructions to assemble your new furniture, life is easier taken Step by Step. Take a breath, look how far you’ve come, close your eyes and imagine the road ahead. You know success is not just a journey, you can make it an adventure!

26 KEY MESSAGES  Extreme Value. Focus on great quality for the price point  Sunshine in a bottle; fruit driven wines with balance.  Popular and unusual varieties (Shiraz/ Chardonnay Semillion)  Named Top 5 Best Value Australian Brands, Wine and Spirits Magazine June 2011  Shiraz 90pts, Chardonnay Semillion 87points

27 SELLING STRATEGY  Extreme Value. Focus on great quality for the price point  Flavors have broad appeal; good fruit and balance attractive to everyday wine drinker and entry level drinker.  Elegant bottle, unique angled label, looks great on a bar or case stacked.  Flavours great on their own or to pair with food.

28 TARGET CONSUMER  Entry level wine drinker who enjoys bright fruit and easy drinking wine.  Bargain hunting regular wine drinkers looking for a good value Monday- Thursday wine they can buy by the case.  Consumers who follow ratings and look for great QPR as endorsed by the wine writers.

29 DISTRIBUTION OBJECTIVES  National and regional restaurant chains  National hotel accounts  Neighborhood bistros, casual dining, comfort food, pubs  National and regional grocery chains  National drug chains  Liquor stores  Club stores

30 COMPETITIVE BENCHMARKS  Penfolds: Koonunga Hill  D’Arenburg: Stump Jump  Shoofly

31 SXS US MEDIA HIGHLIGHTS Wine and Spirits Magazine on SXS “Extreme Value” “BEST BUY” SXS Shiraz (90pts) SXS Chardonnay Semillion (87pts) SXS Shiraz was listed in “TOP 100 BEST BUYS of 2010” SXS Named in Top 5 Best Value Australian Brands June 2011

32 STALKING HORSE Medal Winning Single Estate Shiraz RRP: $19.99

33 VAGABONDS, PIONEERS AND RESTLESS WANDERS UNITE. You are always on a mission searching and seeking out the best life has to offer. No second guessing, just open eyes, a curious spirit and a good dash of the extraordinary. You are a traveller but you can always ground yourself to appreciate the moment. Stalking Horse single vineyard Shiraz series is a quest for the perfect Shiraz, as expressed by the extraordinary soils and climate of Southern Australia.

34 KEY MESSAGES  Single Vineyard Shiraz  “Winery to Watch” Wine Spectator July 15, 2011  Consistent acclaim, medal winner, 90pt/<$20 wine  Northern rim of the McLaren Vale the 2008 fruit was exceptional, consistently producing great fruit year after year this vineyard has grown in esteem

35 SELLING STRATEGY  Winery to Watch Wine Spectator July 2011  Beautiful label. Target label lovers and horse lovers (Country Clubs, Regional Accounts etc)  Focus on quality to price ratio. 90pts < $20  Emphasize fruit driven but balanced- flavor has broad appeal for new world pallet.

36 TARGET CONSUMER  Moderate wine drinker who appreciates bold flavor and new world style of fruit driven wines with balance.  Has a small to medium rotating wine collection enjoys drink now, but also may cellar bottles for a year or two.  Adventurous wine drinker, who sees wine as a core part of their self- image.  Entry level wine drinker looking for media approved wine at bargain price (90pt/<$20 customer)

37 DISTRIBUTION OBJECTIVES  Steak Houses  Regional restaurant chains  Neighborhood bistros, casual dining, tapas/small plates, wine bars  Regional grocery chains  Independent Wine shops who can build culture around a brand (tastings, wine clubs etc)

38 COMPETITIVE BENCHMARKS  D’Arenberg  Yalumba  Layer Cake  Fetish

39 WHO’S TEAM GOTHAM? A family owned and operated company since Husband and Wife Team run the business in Australia. Daughter Kate Directs US Market Development In May 2011, vintner Bill Foley made a non-controlling investment in their company

40 AUSSIE WINE REGIONS

41 QUESTIONS? Questions?


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