EXECUTIVE SUMMARY

1 INDEX 1-12 RESEARCH

1 Executive Summary 2 Objectives 3-4 Secondary Research 5-6 In-depth Interviews 7-8 Wine Tasting 9-10 Survey 11 The Connection 12 The Big Idea There is a consumer base that is gaining more and more momentum within the wine industry. They have gone relatively unnoticed by wine publications and yet have been right under their noses. We define this group of consumers, the Amateur Wine Connoisseurs, individuals aged 21 to 30 with an interest in wine. According to the Wine Market Council, Millennials, the target of interest, make up 28% of core wine drinkers, second only to Baby Boomers. Yet this target is relatively uninformed as there are relatively no sources of information that cater directly to their style and tastes. Through this presentation, we aim to provide original research that strongly shows the potential profitability in the creation of a brand entity that educates and brings young consumers wine interest to the forefront. This brand would be an extension of the Wine Spectator, promoted as an innovative informational source that adapts to a changing market, while simultaneously providing the Wine Spectator the opportunity to make money through online advertisers and subscribers. These Amateur Wine Connoisseurs have yet to claim loyalty to any source of information which places Wine Spectator at a tremendous advantage. Being in the target as researchers, we had the unique advantage to gain powerful insights and share in this targets perspective. We strongly believe in the power of this strategic marketing plan and in the Wine Spectators subsequent success in tapping into this fresh source of revenue.

13-20 CREATIVE
13-15 Website 16-17 Mobile Application 18-19 Social Media 20 Summing Up

[OBJECTIVES]
In order to determine the best approach for this strategy, we had to gain insights from three crucial aspects of the project:

THE BRAND
We first had to explore the current efforts of the Wine Spectator, as well as understand their business model in order to analyze how the brand could benefit from focused engagement with the target.

THE TARGET

Before creating a relationship between the Wine Spectator and the target, we had to determine these consumers level of interest in wine, their degree of wine knowledge, and their desire to be reached with greater information about wine.

THE CONNECTION
From our research, we uncovered a gap between the targets mindset and the brand intentions of the Wine Spectator. We decided to investigate the reasons behind this disparity, evaluating how and why the Wine Spectator should embark on a campaign to bridge a pathway to this target.

RESEARCH IMPRESSIONS

10
IN-DEPTH INTERVIEWS

20

249

20

299

40+
HOURS OF RESEARCH ANALYSIS

WINE TASTING PARTICIPANTS

SURVEY RESPONSES

SECONDARY REFERENCES

TOTAL RESEARCH IMPRESSIONS

THE TARGET [SECONDARY RESEARCH]

AT A GLANCE
Tech-savvy, entrepreneurial, independent, and the epitome of individualistic, the Amateur Wine Connoisseurs have created a niche for themselves distinct from their predecessors. Their racial and ethnic diversity expands their interests, increases their tolerance, and enhances their cultural contributions to society at large. The instantaneous gratification they have been accustomed to explains their dynamic and incessant drive towards their own achievement and satisfaction. Although staunch self-advocates, they seek approval and feedback from individuals they respect such as peers, mentors, family members, and teachers, often immediately. Ever evolving and tangible opportunities makes this generation reluctant towards commitment, preferring flexibility and sovereignty over forced obligations and micromanagement. This cohort has had the unique privilege of seemingly unlimited information accessible from virtually any platform at all times of the day or night. A double-edged sword, this benefit has enabled members of this group to prioritize availability, efficiency, and relevancy over credibility, comprehension, and completeness, proliferating rudimentary information searches. Seeking to optimize their self allotted search time, they often do not take the time to fully verbalize their intuitive needs, resulting in hasty and insufficient research findings.

INTERNET SEARCH HABITS

MARKETING POTENTIAL
ANNUAL PURCHASING POWER: $125 - $890 billion. DIRECT PURCHASING POWER: $200 billion, largely INDIRECT SPENDING: $500 billion
With this generations peak buying power still in progress and firm brand loyalties not yet fully established, marketers are eager to establish relationships with this consumer force. Marketing to this segment is a tremendous opportunity, if maximized appropriately. This groups affiliation with, and affection towards, social media, make it a dynamic and essential component of any advertising or marketing efforts. Their high engagement with this type of platform reflects their innate desire for connection and communication with the mediums they interact with as well as fellow users. The frequency in which they rotate platforms on a daily basis, necessitate that marketers succinctly and poignantly impact their viewers in as limited time as possible. due to the influence on the spending of their mostly baby boomer parents.

THE BRAND [SECONDARY RESEARCH]

ABOUT THE WINE SPECTATOR
Publishing 15 times a year, the Wine Spectator reaches 2.8 million readers through print and over 500,000 unique visitors every month through the publications website. The publication reaches a massive amount of wine aficionados but unfortunately, only 7.5% of those who have read the Wine Spectator in the last year were aged 21-29, according Mediamark Research data. The Wine Spectator is currently marketing itself as an upper echelon publication. It aims to reach readers with an annual income of over $150,000 and promotes itself as, worthy of a price premium to its advertisers. The publication can be marketed to these individuals because its brand has been built to be a source of expert advice and current knowledge. From an editorial perspective, the publication reaches a select group of individuals and gears a large part of its content and web usability for a target that is willing to afford high quality wine, and is very knowledgeable about wine and its intricacies. Because of this direct approach, the publication reflects a consistency of voice, design style, and level of content density throughout all of its platforms. From a business perspective, the Wine Spectator follows a unique niche business model. Given their streamlined editorial content, the publication can promote efficiency to advertisers, stressing the significant market reach they would attain with such a specific target. Both editorial and business work separately but as one, and with such a flawless model, we needed to find a way to leave the current approach untouched while extending the brand to a different market. We needed to uncover the targets perception of the publication and we needed to gauge how vast their interest in wine truly was.

CURRENT TARGET OF THE WINE SPECTATOR

19%
MEDIAN AGE FEMALE RANGE MEDIAN HHI RANGE COLLEGE DEGREE EXECUTIVE, OR MANAGERIAL, HIGHER PROFESSIONAL
TYPE OF PROFESSION:

COMPETITIVE LANDSCAPE
The Wine Spectator has over 11 wine publications vying for market share amongst their segment. Yet, when searching for help as a beginner in the wine process, there is no single solid source of information. Instead, youll find a variety of advice from miscellaneous websites. This presents an immense opportunity for a wine publication to take dominance of this neglected landscape.

81%

MALE

$150k40-44 $200k

83%

77%

THE TARGET [SURVEY]

Through extensive promotion on Facebook, we first conducted a survey to gain an overview of the targets perception of the Wine Spectator, as well as, preferences of media vehicles and wine interests.

OUT OF 249 RESPONDENTS,

HOW OFTEN DO YOU DRINK WINE?

5%
I DO NOT DRINK WINE

INTEREST IN GAINING MORE INFORMATION FROM THE FOLLOWING TOPICS (1-5 SCALE, 1 BEING NOT AT
ALL, 5 VERY MUCH)

22% LESS THAN

ONCE A MONTH

153
WERE BETWEEN THE AGES OF 21-30.

12%

ONCE A MONTH

MUSIC TRENDS

ONCE A WEEK

26% 2-3 TIMES A MONTH

HOW KNOWLEDGEABLE ABOUT WINE DO YOU CONSIDER YOURSELF?

2.28 ON A 1-5 SCALE

0
5
5

SPORTS

18%

MORE THAN ONCE A WEEK

LEARNING ABOUT WINE

16%

4.0 3.5 3.0 2.5 2.0 1.5 1.0 0.5 0.0

3.63 3.55 3.41

UPCOMING MOVIES LOCAL NIGHTLIFE

3.18 3.16 3.08

FASHION TRENDS

[SURVEY]
HAVE YOU HEARD OF THE WINE SPECTATOR MAGAZINE?

THE BRAND
TOP THREE PREFERRED MEDIA VEHICLES FOR POTENTIAL WINE INFORMATION:

1. WEBSITE
2. SOCIAL MEDIA 3. MOBILE APP

71%
29% YES

NO

WHICH OF THE FOLLOWING SUBJECTS WOULD YOU MOST BE INTERESTED IN?

1. DINING AND TRAVEL

2. LEARNING ABOUT WINE 3. WINE RATINGS

WHAT IS YOUR MAIN SOURCE OF INFORMATION ON ALL THINGS WINE?

32%
FAMILY MEMBER

PUBLICATION

3%

Having an overview of the target and their attitudes towards wine and the brand, we decided to further explore their wine knowledge to gauge their market potential.

THE TARGET [WINE TASTING]

Desiring to delve further into the opinions of, and reactions towards, different wine types among our target, we decided to host a wine tasting. Although greatly enjoyable, wine tastings can be a bit overwhelming, especially for Amateur Wine Connoisseurs. We wanted to gauge our targets knowledge of wine taste in a fun and interactive setting. Using more basic and simplistic language rather than complex jargon to describe the wines, we aimed to connect with the targets comfort zone and interest level. With the guidance of a wine aficionado with more than 20 years of experience with wine, we constructed an original rubric for measuring wine. Six wines were presented to our target, three white wines and three red wines. With a labels covered by paper bags, participants were asked to rate the wines on a series of scales.

Targets Taste Reactions Sauvignon Blanc Chardonnay Moscato Chianti Pinot Noir Cabernet Sauvignon
tangy, sharp, acidic, crisp buttery, citrus, tangy, refreshing, acidic fruity, juicy, refreshing, tropical acidic, dry, oaky, tannic acidic, tannic, dry, sharp acidic, sharp, tannic, heavy, oaky

Targets Top Food Pairings

Seafood 65%, Pasta (cream based) 50% Pasta (cream based) 65%, Seafood 50% Dessert 65%, Salad 45%, Seafood 45% Red Meat 85%, Pizza or Pasta (tomato based) 55% Red Meat 90%, Pizza or Pasta (tomato based) 55% Red Meat 80%, Pizza or Pasta (tomato based) 70%

Enjoy/Buy (Scale of 1 to 5)
3.31/2.94 2.75/2.36 3.56/3.50 2.47/2.27 2.81/ 2.63 2.50/2.38

Wines A and C were the most enjoyed for their taste and smell by the target and were the two wines most likely to be purchased by the target, subsequent to their tasting.

[WINE TASTING]
Wanting to compare how the targets descriptive abilities stack up against popular wine publications, specifically the Wine Spectator, we decided to find out current wine ratings and reviews for those selected for the tasting.

THE BRAND
WHITES
CRME DE LYS CHARDONNAY, 2010

TACORA SAUVIGNON BLANC, 2012

Light yellow with green tones. Pineapple, green apple, fresh hay and honey notes. Refreshing and delicate with great balance in acidity.

Crme de Lys Chardonnay entices the drinker with aromas filled with lush tropical fruit, baked apple, toasty oak and crme brle notes. These aromas are echoed in the beautifully balanced flavors, with juicy pineapple, citrus and red apple expression adding liveliness to the textured palate.

YELLOW TAIL MOSCATO, 2012

A sweet and floral wine, displaying flavors of light pear and cantaloupe flavors that dance through the finish, with just a hint of crackle.

REDS

ANALYSIS
SILVER LABEL B.R. COHN CABERNET SAUVIGNON, 2009
Trim and focused, with spice, dill, cedar, black cherry and plum flavors. Full-bodied and elegant, ending with delicate fruit and cedar notes.

PICCINI CHIANTI, 2011

Bright, with cherry, strawberry and spice notes. A soft, fruity red.

LA VIEILLE FERME RED VENTOUX, 2011

Juicy, with a range of dark cherry and currant fruit layered with briar and tar notes on the medium-weight finish. Drink now.

As discovered through our wine tasting, the target currently lacks a complete understanding of all things wine, such as taste distinctions, classifications, and ideal food pairings. This is due in part to the underdevelopment of their wine palettes, which exposure and experience can solve, with knowledge expediting the process.

THE TARGET [IN-DEPTH INTERVIEWS]

We conducted 10 in-depth interviews to gain a better understanding of the targets attitudes towards wine drinking as well as their interaction with the Wine Spectator.

LIMITED KNOWLEDGE
Reinforcing the results of the wine tasting, it was obvious that the targets limited dimensions of wine descriptions and taste characteristics is due to their lack of knowledge on the subject matter. Without being educated on the distinctions among different wines, the target focuses significantly on the mere aesthetic appearance of wine bottles to form conclusions about its taste, quality and their potential preference for it. However, the majority of our target would be greatly interested in acquiring knowledge to better enable them to understand taste in terms they can relate to. Food pairings for their wines are also of great interest to them and a guide for such would be highly enticing to them.

LIMITED ENGAGEMENT

Lack of relevant and relatable knowledge, along with the absence of a definitive source for their wine inquiries, underscores the targets hesitance in approaching wine. With limited confidence in their ability to distinguish wine varieties, they have a diminished aptitude for adventurously selecting new wines. Restricted budgets then reaffirm decisions to stick to the wine variety they have previously enjoyed rather than risk exploring out of their comfort zone to an unknown wine they are not assured they will like. Since few have solidified loyalties to a particular brand or variety, they typically choose based on what wine is accessible, affordable and convenient. Although interested in, and enjoy consuming wine, an underdeveloped appreciation of wine quality explains why they do not necessarily seek out wine for its quality, origin, or distinctiveness.

LIMITED INFORMATION SOURCES

It was also made clear that there are currently no sources of wine information that caters to these wine newbies. Being newly introduced to wine, they are left with unanswered questions and therefore look to their own assumptions, advice of peers, family preferences or simple web searches for answers. Although they are eager for information, they shy away from sources deemed too overwhelming or advanced for their level of comprehension. The Wine Spectators current content is found to be thus so by the target.

THE BRAND [IN-DEPTH INTERVIEWS]

THE WEBSITE
CONTENT
Having attained full access to the Wine Spectator website, participants were prompted to explore the sites various sections and pages to gain direct feedback about their favorite aspects and those obsolete for their particular inquiries.

DESIGN & USABILITY

Participants felt that the website was more cluttered than what they are used to. Participants said they were also very interested in visual elements and they would appreciate more graphics and pictures. While there were a lot of things on the homepage that they did enjoy and found interest in, such as upcoming wine events, they ultimately felt that nothing on the site was truly visually captivating enough for them to maintain interest. I just feel like there is a lot going on and there is a lot to look at all at one time. But I do like that they have the things I was looking for like wine and the food pairing tool and if I wanted to travel, how to learn wine. I think thats very good. -Mariah, 22 With an average of 50 links per page, participants felt the abundance of options was overwhelming, stating that before they could determine where to find the answer they were looking for, they would most likely leave the site. This is kind of the thing where like when I google something and this pops up, I just would not spend time looking at it. -Mollie, 21 If you dig around, it looks like it has good stuff, it just doesnt invite you. -Christine, 21

The Wine Spectator offers a variety of articles, blogs, and information on the vast world of wine. Despite this, participants felt the language was too complex and the subject matter too dense for them to be interested in. In order to better gauge what kind of content spoke more to their interests, we decided to have each of them read an excerpt from three distinct articles, all found on the site. Users liked the idea of having a steady stream of content from bloggers but would prefer them to be closer to their age. The target really engaged with the Learn Wine section of the website moreso than other sections. We realized what they were seeking the most was wine education. Regarding article from Learn Wine section: This is definitely something that Im more looking for. How to define my wines and what characteristics each kind of wine should have, things like that. -Giselle, 21

OPINIONS ON MOBILE APP

The target reacted very positively to the idea of an app that would not only help them find which wines to buy but would also provide comparables in price and taste as well as a guide for food pairings. Although the Wine Spectator already has a mobile app, some of the content may be too dense for this target. However, they were interested in some of the apps more basic content.

LACK OF FAMILIARITY WITH THE BRAND

When asked about the Wine Spectator, those who had been exposed to the publication limited their descriptions to, a high source of information for all things wine. When asked about their consideration of subscription to the magazine, interviewees gave reasons such as costs, lack of comprehension and abscence of relevance as reasons for limited consideration. Is it a website?

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THE CONNECTION
The targets interest in wine is currently stagnant, unmatched and unfueled by any direct source of accessible and reliable information. The Wine Spectator currently offers a wealth of the very knowledge this target is eager to acquire, yet somehow this seemingly perfect match is not being communicated. We firmly believe that the Wine Spectator can satisfy this targets lack of knowledge with their already available resources. Without rebranding, but rather extending, the Wine Spectator can cater to this emerging target and capitalize on such a profitable audience. In order to do this though, the Wine Spectator must first connect with the target. Although much of their content appeals to this budding target, the manner in which it is conveyed is too complex for them. If the Wine Spectator educates the target like a peer, the target will be immensely more receptive to the knowledge they have to offer. Meeting them in the mediums they frequent, with graphics that grab them, and creating conversation in topics that interest them, is an easy and highly rewarding opportunity that the Wine Spectator must take advantage of. The availability and accessibility of wine knowledge in a relevant and engaging environment will propel the targets interest in, and continued reliance on, the Wine Spectator as the ultimate source for all things wine throughout this groups maturation into wine ambassadors.

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11

THE BIG IDEA

WHY IT WORKS
Emphasizing the educational role of the brand in the websites very name, Poured. combines the Wine Spectators depth of knowledge with a fresh voice. It will speak to the target through vehicles they frequent and in a design style that appeals to them, creating the ultimate guide to all things wine. The Wine Spectators brand must remain untouched as it very successfully speaks to its intended target. That is why creating a separate new entity will allow the Wine Spectator to extend its reach, staking claim in this soon to be emerging wine market. Wine Spectator has an immense advantage as it has already established itself as a reputable source of information. Through the reuse and revamping of much of the parent brands content, Poured. can quickly become the go-to source for wine consumers aged 21-30 and as a result gain revenue through its various media ventures.

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WEBSITE
The website will lay the foundation for the entire brand and allow for cross platform with the brands social media sites. A catalyst for cultivating wine preferences and a hub for current trends, events, and discoveries, the website will become a favorite among the targets multifarious bookmarks.

HOME PAGE
A clean and simplistic design for the homepage will give the target access to everything they need in a streamlined fashion, allowing them to find what they want, when they want it, without content clutter.

13

13

WEBSITE

THE BASICS

This part of the site offers users the opportunity to become more comfortable with some of the basics needed to define and further expand their wine horizons.

From how to decant your wine to steps for swishing and swirling your wine like an expert, this guide offers the target insider advice in a user friendly format that speaks rather than lectures. Topics are changed weekly to maintain user engagement.

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WEBSITE
FOOD/WINE PAIRINGS BLOG POSTS

Based on data uncovered, food pairings is essential in the minds of the target and is a topic they are eager to learn more about and build their confidence in. This page will not only suggest wines to go with all their food cravings but cater meals centered around their wines of choice, along with simple, stepby-step recipes for them to recreate.

After realizing that a more conversational tone of voice resonates better with, and fosters greater responses from, the target, the site will feature blogs written by young wine experts. The blogs will be constantly updated with new articles and anecdotes relevant to the targets interests.

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MOBILE APPLICATION
INTRO WINE RATING LOCATE IT
Having received feedback on the overly-complex format of the current wine rating system, we would implement a straightforward system for the target to publicly rate preferences for different wines. This will foster a growing network of wine drinkers, interacting with one another on a regular basis. There will also be a feature allowing them to view a wine critics rating in addition to the opinion of their peers.

Wine Rating

Locate It

Giving them the opportunity to not only love a specific wine but directing them to the nearest location where they can enjoy it, truly connects with the lifestyle of this highly active target.

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MOBILE APPLICATION
PAIR IT READ LEARN
Pair It
By simply inputting their wine of choice, users will be introduced to a variety of dishes that complement their particular wine along with an ingredient list and instructions for recreating the meal.

Read

Recent articles highlighting upcoming wine tours, trending varietals, and origins of featured wines, will also be accessible, giving the target freedom to scroll and share with their social media engagements.

Learn

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This section would closely resemble the websites Basics Guide but focusing more on visual how-tos as opposed to heavy content reading.
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These Amateur Wine Connoisseurs have grown up with the dawn of social media, making them savvy social media elites. Attracting the target at sites they already frequent will not only increase reach but also enable the brand to redirect them back to the Poured. website

SOCIAL MEDIA

FACEBOOK
The brand would use Facebook to post photos, infographics and relevant articles, for their friends to like, share and link back to the website for further exploring.

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PINTEREST

SOCIAL MEDIA

The brand will utilize this social media medium to its full capacities, encouraging users to pin and repin photos of their favorite wines and inspirational food pairings.

INSTAGRAM
This platform offers unique interaction between both the brand and its users by means of hashtags that will generate conversation and activity centering around all things wine.

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We feel passionate about this proposal as it is a realistic and practical implementation founded on genuine and powerful insights.
Not only will it allow the Wine Spectator to profit from this market, but it will build brand loyalty, gaining new subscribers when these Amateur Wine Connoisseurs eventually transition to the Wine Spectator for their source of information. Through revenue from online advertisers as well as mobile app subscriptions, Poured. can catapult The Wine Spectator as an innovator in the niche magazine market by this acquiring this unmined segment.

SUMMING UP

REFERENCES
http://www.foodandwine.com/articles/robert-parker-on-wine-trends-hugeincreases-in-popularity-and-high-prices http://www.foodandwine.com/articles/robert-parker-on-wine-trends-the-rise-ofthe-winemaking-consultant http://www.foodandwine.com/articles/robert-parker-on-wine-trends-the-rise-ofthe-wine-critic http://wineblogawards.org/from-the-organizers/the-2012-wine-blog-awardswinners/ http://www.wineanorak.com/wineblog/ http://blog.wblakegray.com http://www.winespectator.com/blogs/show/id/48125?icid=em_com http://iiiprxy.library.miami.edu:2172/science/article/pii/S0099133304001521 http://forum.uschamber.com/MillennialsReport http://www.emeraldinsight.com/journals.htm?articleid=1463530&show=abstract http://www.socialmarketing.org/newsletter/features/generation3.htm http://journalstar.com/entertainment/dining/millennials-picking-up-adapting-thewine-drinking-habit/article_b72b2f48-dde7-11de-89da-001cc4c002e0.html http://winemarketcouncil.com/?page_id=35 http://enr.construction.com/people/interviews/2011/0223-ChuckUnderwood-1. asp Mediamark Research Wine Spectator Media Kit

CREDITS

Carlos Mella Designer Kelsey Quinn Account Planner Amilynn Soto Account Planner

SPECIAL THANKS TO
Bob Radziewicz Cong Li

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