1. 1 Finding New Markets for Your Wines Keynote Address Robin Pollard Executive Director, Washington Wine Commission

2. Record Acclaim 164 Washington wines received 90+ points from the Wine Advocate Ted Baseler named one of five “Persons of the Year” by Wine Enthusiast Dick Boushey named “Grower of the Year” and Leonetti Cellar named “Estate Winery of the Year” by Wine & Spirits Long Shadows Vintners named “Winery of the Year” by Food + Wine Bob Betz named “Winemaker of the Year” by Sunset Magazine 4 Washington wineries named to “Top 100 in the World” by Robb Report Andrew Will Winery DeLille Cellars Quilceda Creek Vintners Leonetti Cellar

3. Washington Wine Sales Total domestic wine sales in 2006 – 5,366,000 cases (sales direct-to-consumers, distributors, retailers and restaurants) International sales of Washington wines – 135,000 cases Canada – 26,000 cases Japan – 11,000 cases South Seas – 23,000 cases All other Asian markets – 36,000 cases All other markets – 38,000 cases Source: 2007 USDA NASS Winery Survey (most recent)

4. Outpacing the World Wine OriginDollar Value% ChangeShareVolume% ChangeShare All Table Wine$4,284,465,3767.6100.00%62,785,0763.9 100.00% Domestic Table Wine$3,204,363,0377.974.80%49,750,8153.7 79.20% California Table Wine$2,901,837,5677.167.70%46,563,1273.1 74.20% Washington Table Wine$191,874,71622.24.50%1,923,14719.3 3.10% Oregon Table Wine$30,645,077-0.60.70%196,636-13.6 0.30% Other Domestic Table Wine$80,005,677NA1.90%1,067,905NA 1.70% Australian Wine$426,716,7712.710.00%5,578,6114.4 8.90% Italian Wine$329,556,3456.67.70%3,869,9423.4 6.20% French Wine$100,384,8754.02.30%964,3130.6 1.50% Chilean Wine$64,180,2723.61.50%956,127-4.1 1.50% German Wine$52,488,08413.91.20%573,3216.9 0.90% Spanish Wine$29,940,99619.80.70%277,72014.6 0.40% Argentine Wine$23,929,32425.20.60%322,77717.4 0.50% New Zealand Wine$31,311,78936.60.70%236,75932.7 0.40% Source: Nielsen scan data, 52-week period ending 12/15/07

5. Bucking the Domestic Trend Source: Nielsen scan data 2007 Value % Change Value Share0 to 5%5 to 10%10 to 15%2006 Value % ChangeTrend All Table Wine100.0%+6.7% +7.6% Domestic Table Wine 70.1%+6.4% +7.9% California Table Wine 64.3%+5.9% +7.5% Washington Table Wine 3.8%+17.0%+13.0% Oregon Table Wine 0.7%+0.3% +4.9% Texas Table Wine 0.3%+7.3%+18.1% North Carolina Table Wine 0.2%+10.7%+27.1% Indiana Table Wine 0.1%+17.8%+24.5% Ohio Table Wine 0.1%+17.6%+11.2%

6. Weathering the Recession Source: Nielsen scan data Value % Change vs. Year AgoVolume % Change vs. Year Ago 52-week period ending 10/20/07 12-week period ending 1/12/08 52-week period ending 10/20/07 12-week period ending 1/12/08 All Table Wine +7.2 +4.6 +3.8 +1.2 $0 - $2.99 -0.2 -1.7 -0.9 -2.3 $3 - $5.99 +4.9 +1.8 +4.1 +1.3 $6 - $8.99 +3.8 +0.6 +4.3 0.0 $9 - $11.99+11.1 +8.0 +9.9 +6.0 $12 - $14.99+16.5+13.8+15.3+12.0 $15 and up+15.6+11.8+14.1 +9.9

7. To “Green” or not to “Green”… Source: Nielsen scan data, 52-week period ending 12/15/07 Value % Change Volume % Change All Table Wine +6.8 +3.5 All Organic Foods and Beverages +26.0 NA Organic Wines+29.1+26.8

8. Through Rosé-colored glasses… Source: Nielsen scan data, 52-week period ending 2/9/08 Value % Change Domestic Rosé ($8 or more)+53.2 Miami DMA+89.4 Seattle DMA+86.6 New York DMA+75.2 San Francisco DMA+39.4

9. Looking ahead Now what? Washington State still only has a 7% share of the domestic wine market Projecting a 5% increase in production of the next 5 years Striving for a 10% share of the domestic 750ml market by 2011

10. Washington Wine Commission Represents: All bonded wineries in Washington All wine grape growers in Washington Mission statement To achieve global recognition for Washington State as the premier wine producing region of the world

11. Washington Wine Commission Program Overview Six strategies Domestic consumer marketing Reaching out to the wine trade Strengthen the commitment and unity of the industry Increase awareness of the industry’s economic impact Foster viticultural and enological research Encourage professional development

12. Washington Wine Commission Program Overview Key metrics Increased consumer awareness of Washington wines Increased media coverage of Washington wines Increased sales of Washington wines in target markets Increased traffic to the Wine Commission website

13. Washington Wine Commission Administrative Team Robin Pollard, Executive Director Matt Sullivan, Chief Financial Officer Jayne Cain, Office Manager

14. Washington Wine Commission Marketing Team Chris Stone, Marketing Director All domestic marketing programs Taste Washington Wine Commission Website Madeline Dow, Senior Marketing Manager Domestic marketing programs Washington Wine Restaurant Awards 20something - The New Vintage

15. Washington Wine Commission Marketing Team (cont.) Moya Shatz, Events Manager Trade and consumer events Taste Washington 20something - The New Vintage Lily Huynh, Export Manager Export marketing programs Washington State Wine Experience Japanese Deluxe Tour

16. Washington Wine Commission Wine Education Shayn Bjornholm MS, Education Director Domestic trade relations Road Trip Washington Wine

17. Washington Wine Commission Communications Team Gary Werner, Communications Director All communications programs National and international trade media relations National travel and lifestyle media relations Ryan Pennington, Senior Communications Manager Close-in media relations Industry and community relations Communications Coordinator (vacant) Media relations support Database management Event support

18. Washington Wine Commission Activities and Opportunities Japanese Deluxe Tour (in-bound incentive program) September 13 - 20, 2008 Denver Trade Tasting September 15, 2008 Coors Field, Denver, CO Road Trip Washington Wine (in-bound trade FAM tour) September 28 - October 1, 2008 Cornucopia November 6 - 10, 2008 Whistler, BC

19. Washington Wine Commission Activities and Opportunities (cont.) Taste Washington in Austin January, 2009 London Trade Tasting January, 2009 Taste Washington in Tokyo February, 2009 Montreal Trade Tasting March, 2009 Phoenix Trade Tasting Spring, 2009

20. Washington Wine Commission Activities and Opportunities (cont.) Quebec Media Tour (in-bound media tour) April, 2009 Taste Washington in Seattle April 4 - 5, 2009 Bell Harbor International Conference Center and Qwest Field Event Center Washington State Wine Experience May 3 - 7, 2009 London Wine Fair May 12 - 14, 2009

21. Washington Wine Commission www.washingtonwine.org Winery and vineyard profiles Regional and appellation profiles Personalized interactive mapping feature Event listings Industry facts and history Wine 101 Links and resources