Free the Grapes! Official Tasting Room Toolkit Updated: August 25, 2010 Tools for Translating...
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Transcript of Free the Grapes! Official Tasting Room Toolkit Updated: August 25, 2010 Tools for Translating...
![Page 1: Free the Grapes! Official Tasting Room Toolkit Updated: August 25, 2010 Tools for Translating Consumer Frustration into Constructive Action.](https://reader030.fdocuments.us/reader030/viewer/2022032723/56649d0f5503460f949e5433/html5/thumbnails/1.jpg)
Free the Grapes!
Official Tasting Room Toolkit
Updated: August 25, 2010
Tools for Translating Consumer Frustration into
Constructive Action
![Page 2: Free the Grapes! Official Tasting Room Toolkit Updated: August 25, 2010 Tools for Translating Consumer Frustration into Constructive Action.](https://reader030.fdocuments.us/reader030/viewer/2022032723/56649d0f5503460f949e5433/html5/thumbnails/2.jpg)
About Free the Grapes!
• What: Grassroots Coalition of Wineries, Consumers and Retailers Founded in 1998
• Mission: Augment, Don’t Replace, 3-tier System with Legal, Regulated DTC Shipments from Wineries, Retailers
• Facebook: 10,000+ Fans• Website: 6,000 – 25,000 Sessions/mo• Board: WineAmerica, Wine Institute, Family
Winemakers of CA, Coalition for Free Trade,Napa Valley Vintners
![Page 3: Free the Grapes! Official Tasting Room Toolkit Updated: August 25, 2010 Tools for Translating Consumer Frustration into Constructive Action.](https://reader030.fdocuments.us/reader030/viewer/2022032723/56649d0f5503460f949e5433/html5/thumbnails/3.jpg)
What We Do
• Industry Strategy: Integrate PR, Lobbying, Litigation• Who Does What?
– Public Relations: Free the Grapes!– Lobby: WineAmerica, Wine Institute, Family
Winemakers of CA, State Winery Associations– Litigation: Coalition for Free Trade
• Why is Free the Grapes! Important?– Letters: Consumers Write Legislators to Legislators,
Provide Local Constituency– Media: Press Coverage Keeps Issue Alive– Letters + Media Coverage Can Allow Legislators to
Vote Against Powerful Local Wholesalers
![Page 4: Free the Grapes! Official Tasting Room Toolkit Updated: August 25, 2010 Tools for Translating Consumer Frustration into Constructive Action.](https://reader030.fdocuments.us/reader030/viewer/2022032723/56649d0f5503460f949e5433/html5/thumbnails/4.jpg)
What’s in our Toolkit?
• For Your Tasting Room Counter:– Plexiglas Holder and Rack Cards with FTG Messaging
• For Your Website:– Sample Text, Images to Push Frustrated Consumers to FTG.org
• For Your Consumer Email Campaigns:– Sample Text, Images to Encourage Signups to FTG Email List
• For Your Wine Club Shipments– Rack Card Doubles as Club Shipment Stuffer
• For Your Facebook Page– Winery Instructions to “tag” FTG Facebook Page
• All Above in Digital Format on FTG Website• Cost: Zero. (But Package Includes Voluntary Donation Form!)
![Page 5: Free the Grapes! Official Tasting Room Toolkit Updated: August 25, 2010 Tools for Translating Consumer Frustration into Constructive Action.](https://reader030.fdocuments.us/reader030/viewer/2022032723/56649d0f5503460f949e5433/html5/thumbnails/5.jpg)
Best Practices
• Tasting Room: Facing a Frustrated Consumer?– “I’m sorry that your state’s laws prohibit direct
shipments. Here’s an organization you can join to improve your state’s laws.” {Hand Card to Consumer}
• Winery Website Text on Shipping State Page– “If you live in one of the remaining states that
continues to prohibit direct to consumer wine shipping, sign-up visit Free the Grapes! at www.freethegrapes.org and sign-up to their email list and Facebook page.
• Facebook Tags: @Freethegrapes
![Page 6: Free the Grapes! Official Tasting Room Toolkit Updated: August 25, 2010 Tools for Translating Consumer Frustration into Constructive Action.](https://reader030.fdocuments.us/reader030/viewer/2022032723/56649d0f5503460f949e5433/html5/thumbnails/6.jpg)
Contact Us
www.facebook.com/FreetheGrapes
www.freethegrapes.org
Digital toolkit: text, images, instructions.
Toni Lizotte, 707.254.1115