WINE CUSTOMER ENGAGEMENT GUIDE · 2 wine customer engagement guide the following information will...

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WINE CUSTOMER ENGAGEMENT GUIDE

A Celebration of World Cuisines

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WINE CUSTOMER ENGAGEMENT GUIDE

THE FOLLOWING INFORMATION WILL PROVIDE WINE PERSONNEL WITH UPSCALE, MAINSTREAM AND VALUE IDEAS. THESE SUGGESTIONS CAN CREATE FUN, EDUCATIONAL AND INSPIRATIONAL IDEAS TO CRAFT AN ENGAGING EXPERIENCE FOR OUR CUSTOMERS. WE WILL PROVIDE CUSTOMERS WITH WINE AND FOOD PAIRING BROCHURES. OUR TOP SELLING ITALIAN WINES WILL BE ON DISPLAY. TO CREATE ADDITIONAL EXCITEMENT WE WILL BE SUPPORTING OVER 2200 SUPPLIER FUNDED SAMPLING EVENTS.

The Wine Regions of Italy Map Page 3 Unique Italian wines for Select Stores Page 4 Upscale Store Events Pages 5 - 11 Mainstream Store Events Pages 12 - 19 Value Store Events 0 Wine Display Page 21 Sampling Kits Page 22 Digital Pages 23 - 24

A Celebration of World Cuisines

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Northwest Asti Spumante Moscato d’ Asti Rosso

Northeast Pinot Grigio Prosecco

Central Chianti Super Tuscan Lambrusco

South Primitivo

Unique Italian Wines to Enhance Assortment for Special Events in the Top Selling Wine Stores.

Upscale Store Events

Unique Italian Wines are trending up over 15% dollar growth! We are excited to offer

more Italian Wine options to our customers in our best selling wine stores for the Taste Of Italy Event. The selected wines below are division/state driven and will help drive

incremental sales. We recommend distributors bring in 2 cases of each wine Period 9 Week 2 to be ready for the event. Please display these wines around event sampling, use

for weekly wine tastings, wing stacks or an endcap display.

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Taste of Italy Pairing Events-Educate the customer on the different wines and foods available by region. This program could be executed on both your monthly wine tasting dinners and/or Friday/Saturday tastings. • The idea is to pair- “What grows together goes together”. Pair two or three wines with the four

different regions from around Italy and make an event out of it. (Northwest, Northeast, Southern and Central Italy)

• Monthly Wine Dinners • Chef prepares a 4 course meal using the recipes provided. Each course is from a

different region in Italy and should be paired with a featured wine from the same region.

• The next several pages layout the 4 course meal and wine pairing options. Included are a couple appetizers, main course, dessert and a drink recipe.

• Wine Steward educates customers on the wine pairings from each region during the dinner.

• Create POS, post to chalkboards and send email blast to wine steward groups inviting the customer to the event.

• Supply recipe cards, maps and wine tasting notes to customers as takeaways. • In Store Weekly Wine Steward Tastings

• Chef prepares a plate to be featured on the wine steward tasting station for one region at a time.

• Recipes on the next pages can also be used for the tasting events. • Wine Steward educates customers on the wine pairings from each region. Wines and

pairings provided. • Set up schedule to feature each region at least once over the course of the two weeks. • Supply recipe cards, maps and wine tasting notes to customers as takeaways.

• The key is to educate the customer on the grape varietal, region and how it pairs well with the food. • Additional ideas-

• Premade 6 pack or case of wine. “A wine tour of Italy” which includes a bottle of each of the featured wines with a savings off the 6 pack/case.

• Wine Steward sets up an Italian training or flight tasting of the different wines for their loyal customers.

• Have customers sign up at the tastings to win an experience with the Kroger Chef . He/she comes to the winning customers home to prepare an Italian meal for the family.

• Bag stuffers that can be used two weeks prior to the event to let your customers know what is coming and how to participate.

Ideas to Bring Your Store to Life

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Upscale Store Events Northeast Italy-Canderli Dumplings with Cheese

Northeast Featured Wines to Pair:

INGREDIENTS (Per 4 servings) 1 lb stale bread 1 onion 1 ½ oz butter ½ lb cheese 1 oz grated Parmigiano Reggiano cheese 1 tablespoon chives, chopped 2 tablespoons heavy cream 3 eggs 2 tablespoons milk salt to taste 6 cups broth

Directions Cut the bread into small pieces and toast it in the butter, then transfer to a bowl. Cut up the onion finely and fry gently in the butter, letting it soften without burning it, then mix with the bread. Cut the cheese into small pieces (different types of cheese can be used, especially if leftovers) and mix with the bread together with the grated Parmesan, the chives and a little cream. Mix carefully. Add the eggs, mix again and pour into the milk to obtain a soft but not slack dough, and turn it into small balls to be cooked in boiling salted water for about 20 minutes. Serve the “canederli” in stock, or dry, dressed with melted butter.

• Pinetti Notte Pinot Grigio

• Ecco Domani Pinot Grigio

• Santa Margherita Pinot Grigio

• LaMarca Prosecco • Stella Mia Prosecco • Ruffino Prosecco

Course 1

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Upscale Store Event Northeast Italy-Grilled Scallops

Northeast Featured Wines to Pair:

INGREDIENTS (Per 4 servings) 8 scallops Colavita Extra virgin olive oil 2 tbsp. Salt Pepper 4 lemon wedges

Directions Remove the scallops from their shells and wash carefully with cold water, removing the brown frill and leaving the white flesh with the red coral attached. Then clean the 4 shells, dry and keep aside. Add olive oil to preheated griddle or a non-stick pan and when the surface is very hot, fry the scallops for 4-5 minutes, turning so they do not burn. In the meantime, arrange 2 shells on each plate. Garnish the plates by adding a bed of tender salad leaves under the shells. When the mollusks are ready, place one on each shell, drizzle with olive oil, add a pinch of salt and one of pepper to taste. Serve with lemon wedges.




• LaMarca Prosecco • Stella Mia Prosecco • Ruffino Prosecco • Ruffino Lumina Pinot

Grigio

Course 2

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Upscale Store Events Central & Southern Italy-Pork and Ricotta Meatball

Central & Southern Featured Wines to Pair:

INGREDIENTS (4 servings) 1 pound Ground pork ¼ pound Ground beef 1 pound Ricotta cheese, drained in a fine sieve for 2 hours 1 cup Day old bread, crusts removed, cut into 2 inch cubes 1 cup Whole milk ¾ cup Grated parmesan cheese ½ tbsp. Crushed red chili flakes ½ tbsp. Whole fennel seeds 1 ea. Fresh egg 2 tbsp. Finely minced fresh garlic 1 ½ tbsp. Kosher salt 2 ½ quarts Basic tomato sauce

Directions Preheat oven to 425 degrees. Soak the bread in the milk for about five minutes, or until softened. Drain out the excess milk and squeeze the bread until it is spongy but not soaked. Discard the milk. Mix the bread and the rest of the ingredients, except the tomato sauce, in a large mixing bowl. Do this by hand and be sure not to overwork the ingredients (it does not have to be a homogenous mix). Form the meatballs to your desired size (rubbing a bit of olive oil on your hands helps this to be a quicker and less-sticky process). Place the meatballs onto a baking sheet lined with parchment paper. Drizzle meatballs with a bit of olive oil and roast for 12- 15 minutes or until lightly browned. Meanwhile, bring the basic tomato sauce to a simmer. Once meatballs are browned, remove the meatballs, then decrease the oven temperature to 325 degrees. Transfer the meatballs to a heavy casserole dish and pour the tomato sauce over them. Cover with foil and bake in the 325 degree oven for 30-45 minutes depending on the size of the meatballs (larger ones will take longer than small “one bite” mini ones). Serve immediately

• Dellatorri Chianti • DaVinci Chianti • Ruffino Reserva Ducale

Chianti • Riunite Lambrusco • Villa Antinori Tuscan Red • Gabbiano Chianti • Layer Cake Primitvo

Course 3

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Northwest Italy-Amaretti Cookies

Northwest Featured Wines to Pair:

INGREDIENTS (40 cookies) 8 ounces canned almond paste 1 cup superfine or castor white sugar 2 large egg whites Extra white sugar for dusting cookies

Directions Preheat oven to 375 degrees F and line two baking sheets with parchment paper. Have a pastry bag fitted with a 1/2 inch plain tip on hand. With Food Processor: Break the almond paste into little pieces and place in bowl of food processor, with the sugar. Pulse until the mixture is very fine. Add the egg whites in three additions, processing well after each addition. Maintain processing the dough until very smooth (about one minute). With Electric Mixer: Break the almond paste into little pieces and place in bowl of electric mixer along with the sugar. Mix on low speed until very fine. Add the egg whites in three additions, mixing well after each addition. Maintain mixing the dough until very smooth, about 3 to 4 minutes. Fill the pastry bag with the almond mixture. Pipe 1 1/2 inch mounds onto the parchment paper, spacing about 1 inch apart. After you have filled the baking sheet with cookie mounds, take a damp paper towel and lightly press the top of each cookie to smooth out the surface (you want to smooth out the tip of dough at the top of each cookie caused from piping). Casually sprinkle a little sugar on top of each cookie. Bake for15 minutes, or until the cookies have risen, are a deep golden color and have small cracks. Remove from the oven and place baking pan on a rack to cool. When cool gently peel cookies from parchment. If they stick to parchment, turn the paper over, take a damp paper towel and gently wipe the bottom of the parchment paper to loosen the cookie.

• Martini & Rossi Asti • Cupcake Moscato

d’Asti • Roscato Rosso • IL Conte D’Alba

Stella Rosso

Course 4

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Upscale Store Events Sweet 100’s and Sun Gold Tomatoes

INGREDIENTS (Yields 12 Crostini)

¼ lb Sweet 100 tomatoes ¼ lb Sun gold tomatoes ½ tsp Garlic, minced ¼ tsp Kosher salt 1/8 tsp Black pepper, freshly ground ¼ tbsp Collivita Olive oil, extra virgin ½ Tbsp Basil leaves, julienne cut 4 oz Fresh Burrata Cheese 1 oz Bertoni Balsamic vinegar

Directions 1) Wash and dry the tomatoes under cold water, removing any stems. 2) Using a serrated knife, slice the tomatoes into quarters and place in a medium mixing bowl. 3) Add the garlic and season with salt and pepper. Drizzle in the olive oil and mix. Finally, add the basil and give it one final gentle mix. Adjust your seasonings if necessary. 4) Cut the Burrata into small 1/2" x 1/2" pieces. 5) Arrange 12 crostini on a baking sheet and spoon the tomato mixture on top of each. Arrange a couple pieces of Burrata on top. 7) Finish each crostini with a couple drops of balsamic vinegar. Enjoy right away.

Italian Wine Tasting Additional Recipe Idea

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Italian Drink Recipe-Bellini Cocktail

Peach Puree Recipe 1. Peel, pit and chop three peaches 2. Add the chopped peaches and a teaspoon of sugar/sweetener to the food processor 3. Pulse until smooth 4. Strain Peach-Passion Bellini Recipe 1. In a sparkling wine/champagne flute, add a dollop of peach puree 2. Add 2 oz. of passion fruit juice 3. Add a splash of amaretto liqueur 4. Top with La Marca Prosecco

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Mainstream Store Events


• Taste of Italy Sampling Events- Educate the customer on different wines and cheeses available by region and how they pair together “What Grows Together, Goes Together”. Stores with Murray’s Cheese Shops should partner together for this event

Murray’s Cheese Stores • The next two pages contain pairing suggestions for each of our

featured wines with cheese and/or complimentary items • Pair the recommended cheese & Italian items available in with

wine sampling events • Murray’s Cheese employee should help with wine sampling

events where applicable • We have also provided additional items found in your Murray’s

Cheese Shops with recommended foods to pair

Non-Murray’s Cheese Stores • A list of general items and cheeses available to pair is provided

for stores that do not have Murray’s Cheese Shops.

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Wine, Cheese & Food Pairings Mainstream Store Events

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ADDITIONAL MURRAY’S CHEESE SHOP PRODUCTS

PAIRING IDEAS

La Panzanella crackers Melons, strawberries, nuts and dried fruits

Amarena Cherries Melons, strawberries, nuts and dried fruits

La Panzanella crackers Figs, fresh fruit; melons, strawberries, dried fruit and

nuts

Roasted tomatoes Grated Parmesan cheese and herbs added to olive

oil

Taralli (little cracker rings) Italian herb flat breads, Italian bread from bakery,

crackers with olive oil and herbs


nuts


nuts

Taralli (little cracker rings) Italian herb flat breads, Italian bread from bakery,

crackers with olive oil and herbs


oil


nuts

Amarena Cherries Melons, strawberries, nuts and dried fruits

Taralli (little cracker rings) fresh herbs, rosemary, thyme, basil added oil olive

Amarena Cherries Figs, dried fruit and nuts


oil

Taralli (little cracker rings) Grated Parmesan cheese and herbs added to olive

oil

Taralli (little cracker rings) Grated Parmesan cheese and herbs added to olive

oil

Taralli (little cracker rings) fresh herbs, rosemary, thyme, basil added oil olive

Amarena Cherries Figs, dried fruit and nuts

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Mainstream-Northeast region-Citrus

Fennel Salad




• LaMarca Prosecco • Stella Mia Prosecco • Ruffino Prosecco • Ruffino Lumina

Pinot Grigio

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Mainstream-Northwest region

Gelato Bello

• Martini & Rossi Asti • Cupcake Moscato

d’Asti • Roscato Rosso • IL Conte D’Alba

Stella Rosso

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Mainstream-Central/Southern Region

Proscuitto Crostini

• Dellatorri Chianti • DaVinci Chianti • Ruffino Reserva Ducale

Chianti • Riunite Lambrusco • Villa Antinori Tuscan

Red • Gabbiano Chianti • Layer Cake Primitvo

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Mainstream-Northeast region

Prosecco and Pinot Grigio drink recipes





Pinot Grigio

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Mainstream-Northeast region

Prosecco and Pinot Grigio drink recipes





Pinot Grigio

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Value Store Events

Taste of Italy Sampling Events- Educate the customer on the different wines and foods available in a simplistic approach.


In our value stores, we suggest using Bread (preferably baguette) with just a drizzle of olive oil. NO COOKING/PREP necessary.

Stores are also encouraged to sample near the Discovery Demo’s if applicable on Saturdays and Sundays, and handle with normal division sampling guidelines.

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This Center Aisle display should be executed Weeks 3 and 4 of Period 9. The planograms will be available in your Period 9 Wine Planners. They are

segmented by Upscale, Mainstream and Value. Selected SKU’s are data driven and were selected as the best selling Italian Wine items at an Enterprise level.

Your Gallo and Constellation distributors will be responsible and accountable for helping to execute these displays. The objective for the displays will be to grow Italian Wine sales during these two weeks, execute the program at a 95% display compliance and to gain execution feedback and pictures of all stores participating in the program. Lastly we want to encourage customers to purchase wines they

may not have tried before.

The WINE PALLET POS KITS ARE AS FOLLOWS:

• Themed Base wrap – 2 per store

• Themed Stanchion Sign

• Brochures will be provided that will have a call to action for customers to visit Kroger/Banner.com for further inspiration.

• Customer Brochure

A “Passport to Italian Wines” brochure will be provided to help customers navigate through the regions of Italy. The tabs in the brochure will include a map, highlighted foods and recipes and food/wine pairing guides. These brochures will also be provided with the sampling kits that Sunflower will be using.

• All POS will be sent directly to your Gallo and Constellation Distributors who will be responsible for execution.

Wine Display

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WINE SAMPLING KITS – 2,225 SUPPLIER SPONSORED

Wine Sampling Kits will be provided

• Each Sampling Company will receive kits

• The kits will include:

• Logo button for Ambassador Reps

• Corrugated sampling stand, branded on front with Taste of Italy theme

• Easel back card for placement on sampling cart for the customer brochure that will be show casing the wine brands being sampled

• We will be utilizing a third party sampling company, SUNFLOWER, for the supplier funded Samplings

• Your store will be notified of sampling events through your normal channels of communication for wine

Sampling Kits

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Look for these helpful ideas on your Kroger/Banner Website

Tasting Notes

La Marca Prosecco- Flavor is fresh and clean, with ripe citrus, lemon, green apple, and touches of grapefruit,

minerality, and some toast.

Party Hosting: Tips for the Not-so-Pro Entertainer To start, don’t over-think it. By far the biggest mistake most people make when it comes to

parties is over-complicating and over-thinking them. You do not have to have a theme.

You do not have to have decorations. You just need: 1) people 2) food 3) drinks 4) music.

That’s it.

Please Review the website to see the remaining Party Hosting Tips

Additional Recipe Ideas

Digital

THE 5 S’S OF WINE TASTING: 1. SWIRL The first tip to enjoying a good red wine is ensuring that it’s properly aerated, and swirling it is one way to achieve some aeration if the bottle has just been opened (the other ways to achieve that include opening the bottle about 30 minutes prior to drinking, using a decanter, or using an aerator). Swirling is the reason that the wine glasses at a nice wine bar or winery seem gigantic compared to the individual serving of wine–because the shape and size of the glass allows you to swirl without spilling, and for the wine to have the largest air surface. No matter what type of red wine you’re drinking, the best and most classic glass is the “large bordeaux” style. Needless to say–if you don’t have the right glass, just swirl carefully! Please view the website to see what the remaining four S’s of wine tasting are.

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Look for these helpful ideas on your Kroger/Banner Website

Digital

Helpful Wine Tips

Upcycling Your Wine

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