Mad Housewife Cellars

Mad Housewife Cellars
from Rainier Wine
Rainier Wine Private & Confidential
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Brand Story: Mad Housewife™
 Chardonnay, Cab, Merlot & White Zin
 750 ML only
 Positioning
 Celebrates the energy and
accomplishments of today’s women
 Target Audience
 Females (aged 25 to 55) – busy, multi-
tasking women who handle the chaos of
their lives with confidence and a sense
of humor
 Brand Image
 Campy and humorous featuring a
character that pokes fun at the classic
“housewife” stereotype
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Wine style and quality in the bottle
Over 25 medals won to date!
California wine
Fruity, pure, and vibrant wines
that reflect varietal personalities
that avoid extra oak and other
manipulation
Winemaker: Suzanne Elliott
The Latest 2010
Competition Wins
 2010 San Francisco
Chronicle Wine Competition
Silver medal Cabernet
Bronze medal Chardonnay & Merlot
 2010 Riverside Intl Wine
Festival
Silver medal Merlot & Chardonnay
Bronze medal White Zinfandel
 2010 Grand Harvest Wine
Competition
Bronze medal Cabernet Sauvignon,
Chardonnay, & Merlot
Largest competition of American
wines in the world
 2010 San Diego Intl Wine
Competition
Silver medal White Zinfandel
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Wine for Women
Mad Housewife the leader in an important category
“Mad Housewife… fastest growing California winery”
Analyst, Jon Fredrikson, The Gomberg Fredrikson Report, March 2010
 Huge market – women are the largest slice of wine-drinking pie
 60% of all of wine drinkers are female
 Purchase over 80% of supermarket wine
 Unprecedented media attention with features in…
5.5M
Daily
 Comparison of viewers and circulation
Traditionally, wine
brands fight for
press in this
incredibly small
pond
Mad Housewife is reaching a
space that measures daily
impressions in the millions
1.1M
Daily
50K BiMonthly
Wine Advocate
Rainier Wine Private & Confidential
2.3M
Daily
350K
Monthly
Wine Spectator
New York Times
USA Today
Good Morning America
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Mad Housewife is a message on a bottle
we speak directly to our target consumer
 To our customers, we’re more than a
$8 Chardonnay, Cab, Merlot & White
Zin from California
 We are a message on a bottle
 We celebrate the energy and
accomplishments of today’s women
 We support women’s causes
 National Breast Cancer Foundations
 Many more local events
 We employ Mom’s throughout the
company
 Sales & Marketing, General Manager,
Winemaker, PR, Promotions and Web
 Over 5000 registered blog readers
 Over 2500 friends on Facebook
 Over 1000 followers on twitter
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Winemaking Operations
St. Helena, Napa County, California
The Mad Housewife makes her home in the
very heart of Napa Valley in St. Helena
State-of-the-art operations at a single facility
Crush, ferment, barrel, bulk storage, and bottling operations
Bulk storage capacity in excess of million
gallons
MBF bottling line
Expert team of winemakers and cellar workers
Winemaker: Suzanne Elliott
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Mad Housewife 2010 Promotion Roadmap
no one celebrates quite like the Mad Housewife
National Core Retail
Promotions
Mother’
Mother’sDay
Football
Frenzy
Oct-Feb
Back to
School
Spring
Cleaning
& Fresh
Home
Days
Mad
Housewife Hits
the
Beach
House-wife
Holidays
Valentine’s
Feb14
Jan/Feb
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Mar/Apr
May
June/July
Aug/Sep
Oct
Nov/Dec
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MAD about POS!
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Other Mad Housewife Display Enhancers
Invite the Mad Housewife to stay awhile!
Life Sized Mad Housewife Standee
Limited quantities available
Mad Housewife Events & Store Visits
Here comes the Mad Housewife….look busy!
Let the Mad Housewife come
to your store for bottle
signings, giveaways
(matches, nail files, spatulas,
t-shirts) and hand selling.
Minimum case purchases
apply.
Giveaways
everyone wants
Mad Housewife
Event Hostess
Charming, fun and effective
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