Spanish Wine Collaborative 2014

Experienced Dynamic
Connected
The Spanish Wine Collaborative
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Confidential & Proprietary
Who We Are:
The Spanish Wine Collaborative is an alliance of wine and food industry marketing and
Promotion executives, each with more than 20 years experience working with
international wine regions and brands in Spain, Italy, France, South America and the U.S.A.
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We have worked with many D.O.'s of Spain including: Catalunya, Bierzo, Jerez, Toro, Madrid,
Manchuela, Navarra Rueda, Cigales and Ribera del Duero
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We have worked with ICEX/Wines from Spain on several high impact programs to promote and sell
Spanish wines in the U.S.A., including: The Great Match, Superstars of Spanish Wine, Spanish Cellar.
Drink RiberaDrink Spain and national media relations
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!!We have a national network of media and trade contacts, including: importers, distributors,
restaurateurs, sommeliers and retail.
!!We
work with wine, food media throughout the USA, including trade, consumer, and bloggers
!!We provide social media expertise to promote your wines to key customers through Facebook,
Twitter and Instagram posts and contest.
!!We have organized and led trade and press delegations to Spanish wine regions to meet with
vintners
!!We have a number of members of the group who are fluent in Spanish and well-versed in Spanish
culture and business mores.
Confidential & Proprietary
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What We Do:
TRADE RELATIONS
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Sales lead development and introductions
Educational workshops and technical workshops for
trade
Training sessions and workshops with trade
In-store retail tastings
Buyers trips to Spain
Brand Ambassador recruitment and training
Development of sales and promotional materials
MEDIA RELATIONS
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Development of press materials
Content management
Story development
Media interviews
Sampling/sample drops
Press trips
Media monitoring
Confidential & Proprietary
DIGITAL MARKETING
!! Social media campaign development and
management
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Website and blog content management
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Maintainance of Facebook, Twitter and
Instagram sites.
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Virtual tastings and contest management
EVENTS
!! National Trade show
!! Sommelier events
!! Restaurant promotions
!! Winemaker dinners (trade and consumer)
!! Consumer oriented events and sponsorships
!! Trade & Press focused events (walk-around
tastings)
!! Multi-city roadshows.*
Further Services Offered:
ADVERTISING PRINT/ONLINE
!! Create and develop national advertising campaign
!! Media buying and negotiating with vendors
BRAND MANAGEMENT
!! Brand creation or brand overhaul
!! Brand guidelines and strategy
DESIGN & CONTENT DEVELOPMENT
!! Website design and development
!! Marketing collateral materials, POS
!! Copywriting
!! Translation services available
Logistics through partners
!! Wine storage for major events
!! Cola Waivers
!! FDA labels
Integrated Marketing Services:
Media Relations
Trade Relations
Other Services:
Advertising, Brand
Management
Design, Logistics
Social Media &
Digital Marketing
Event
Management
Melanie Young - Marketing & Events Specialist
Melanie has worked with international food, wine and hospitality brands and organizations her entire
career and has produced and promoted food and wine programs for trade, consumers and media in
nearly every major city in the U.S. She oversaw national media relations and special events for
ICEX/Wines of Spain for over six years and has managed trade programs for five separate Spanish
D.O.s. She has overseen production for national culinary events and promotional tours for Bon Appétit
magazine, The Great Match Wine & Tapas, Les Vins Georges Duboeuf and Consorzio Brunello di Montalcino
Melanie was responsible for the launch and management (for 16 years) of the prestigious James
Beard Foundation Awards (the Oscars of the food and wine Industry) where she worked with many
of the nations top chefs and cookbook authors. With The James Beard Foundation she organized an
industry tribute to Ferran Adrià and Juan Mari Arzak.
Active in many industry initiatives and causes, Melanie served as president of Les Dames
dEscoffier New York, an organization of leading women in food and wine. She has organized
charitable programs to fight hunger, support womens health and promote education.
Melanie is also a published book author, a motivational speaker and blogger on womens health and
empowerment.
Confidential & Proprietary
April Cullom - Trade Specialist
An international marketer with over 25 years' experience, Aprils special area of expertise is food and wine
marketing; she has cultivated hundreds of contacts in the elite wine trade, and maintains working
relationships with sommeliers, wine educators, retailers, distributors and importers in the top U.S. markets.
April's experience of Spain's food and wine goes from field and vine to consumer: working with professionals
like José Peñin, José Andrés, and Dani García and wine regions such as the Kingdom of Navarra, Bierzo,
Toro, Rueda, Cigales, Ribera del Duero. She served as the U.S. National Brand Ambassador & Trade
Liaison for Ribera del Duero for three years traveling nationally to educate consumer, trade and media groups
about Ribera del Duero and its wines.
Apart from being a Spanish food and wine expert with deeply entrenched contacts with the U.S. wine
industry, April is also an expert in the creation, development, and management of brands, corporate image
and identity. Prior to joining the wine industry, she worked for several multinational clients such as Disney
Consumer Products, Corningware and T-Mobile. She combines her product expertise, industry experience
and branding background to ensure her clients build a strong image through various communication vehicles
and events. . Not only does she present your product properly but also manages your brands image across
all communication vehicles.
Spain has been a particular passion and focus for April since 1986, when she completed a study abroad at
Madrids Complutense University while doing her B. A. in Business and Spanish at Floridas Stetson
University and since then has split her time between U.S. and Spain.
April is fluent in Spanish,
conversational level in French, Italian and Portuguese and holds WSET Intermediate and Advances
certificates, both with honors.
Confidential & Proprietary
Susannah Gold - Media & Content
Management Specialist
A corporate communications and journalist professional by trade, Susannah has combined her communications skills
with her interest in wine for almost two decades. Susannah has worked with some of the biggest consortiums,
institutions, importers, producers, and retailers and is a recognized authority on wines.
She has worked with Italian, French, Spanish, Chilean, and South African wineries and winemakers..She has worked
on all aspects of the communications chain with producers and institutions to bring wine and food products to the U.S.
market as well as to help them find importers and distributors.
Susannah is among a handful of non-Italians in the Associazione Italiana de Sommeliers (AIS). She has twice
represented the Prosecco DOC consortium on the Vinitaly US Tour, has earned the Diploma in Wines & Spirits (DWS)
from the WSET, holds the CSW and CSS credentials from the Society of Wine Educators and a certification from the
Spanish Wine Academy. She is currently enrolled in the French Wine Scholar program (FWS).
She teaches wine classes, and writes for media such as The Gourmet Retailer, Food, Food & Beverage Business,
Snooth.com, Organic Wine Journal, the Sommelier Journal and GDO Week. She has also penned a wine blog on
wines from around the world called Avvinare.com for the last six years. Fluent in Italian, French, Susannah speaks
Intermediate level Spanish.
Prior to joining the wine industry, Susannah was a financial correspondent for Dow Jones Newswires and a press
officer for a large Italian banking institution and a senior manager at a Financial Public Relations agency. She has a
Masters degree in Economics and International Relations from Johns Hopkins University’s School of Advanced
International Affairs. She received her undergraduate degree in French and English from Colgate University which she
completed with Magna Cum Laude honors. Susannah is also a member of the prestigious honors society, Phi Beta
Kappa.
Confidential & Proprietary
David Ransom - Event Producer,
Wine and Spirits Writer
David has more than 25 years experience in wine, food and hospitality management, including running his
own family winery, Rivendell, in New Yorks Hudson Valley.
He has produced numerous wine events and conducted wine tasting workshops for many organizations,
including Spanish D.O.s (Madrid, Bierzo, Machuela, Catalunya, Toro), Consorzio Brunello di Montalcino,
Wines of Crete and Wines of Macedonia.
David is an East Coast Contributor to The Tasting Panel where he writes about wine, spirits and beer. He
has written several articles on Spain including features on Madrid and Catalunya. He is a member of the
Wine Media Guide.
Confidential & Proprietary
Wine Client Experience
SPAIN
"!Bodegas
Fariña (U.S. public relations launch – national)
"!D.O.
TORO (3 city trade showroom and seminars, media outreach - New York, Chicago, Los Angeles)
"!D.O.
Manchuela (trade and media lunch- New York)
"!D.O.
Bierzo ( trade and media showcase -New York)
"!Kingdom
"!Vinos
"!D.O.
of Navarra (trade and media showcase -New York)
de Madrid (trade and media showcase - New York.Boston/Chicago)
Catalonia (trade and media showcase - New York)
"!Williams
& Humbert Dry Sack (public relations and special events- national)
"!Wines
from Spain (public relations and special events, including The Great Match -national)
"!Ribera
del Duero – Business to business trade through Ribera Direct
*
Confidential & Proprietary
Wine Client Experience Continued
II
Italy
Consorzio del Vino Brunello di Montalcino (annual vintage preview trade/press -multiple cities)
The Italian Wine Masters: Consorzio Vino Brunello di Montalcino, Chianti Classico, Vino Nobile di
Montepulciano and Conegliano-Valdobbiadene Prosecco Superiore: (trade and media showcase)
VINO 2009 and 2010 Italian Wine Week(public relations -New York/Miami)
Consorzio a Tutela del Vino Morellino di Scansano D.O.C.G 2011-2014 (NY, Miami, Chicago, Houston, SF)
Consorzio a Tutela del Vino Carignano del Sulcis (NY)
Consorzio Prosecco D.O.C. (NY, Miami)
Consorzio per la Tutela dell’Asti (New York)
Casa Italia Atletica (New York)
Luca Maroni – Sense of Wine Tastings (New York)
Vinitaly 2010-2012 (NY, Chicago)
Slow Wine 2011-2012 (NY, Chicago)
Seminar for Prosecco DOC during Vinitaly 2013, 2014 (NY, Miami)
Individual Producers: Arnaldo Caprai, Cantina Bergamasca, Conte Ferdinando Guicciardini – Castello di
Poppiano, Fattori wines, Frescobaldi, La Fiorita.
Importers: Dancing Bear Cellars, Domenico Selections, Enotria, Grape Expectations, Kobrand, Opici, Royal
Wine Corporation,
Confidential & Proprietary
Wine Client Experience Continued
FRANCE
Les Vins Georges Duboeuf (public relations and special events –national)
Regions of Loire Valley and Languedoc (trade tastings- working with Benson Marketing
Union des Cotes de Bordeaux
Languedoc Roussillon Winery Val d'Orbieu
CHILE
Vina Perez Cruz (trade and media showcase- New York)
Vina San Pedro (trade and media showcase)- New York)
Vina Tarapaca (trade and media showcase – New York)
De Martino (Media relations) – New York
GREECE/MACEDONIA
Wines of Crete (trade and media showcase – New York)
Wines of Macedonia (trade and media showcase -New York)
Tsantali Wines (trade and media showcase -New York)
USA
Deutsch Family Wine & Spirits (corporate and product public relations for the Calling, Joseph Carr,
Josh Cellar and other brands)
Kobrand Corp: St. Francis Big Red (special events)
South Africa
Stellekaya 6&"'+#*'%+*-#+3'*"#/'()%$*7*8#9*:)"2;
Confidential & Proprietary
Other Food & Beverage Brand Experience
Spirits: U.S. launches for Frida Kahlo Tequila, Roberto Cavalli Vodka and Rum Santa Teresa. Special
projects: Rhum Clement. Media/promotion: Williams & Humbert Gran Duque de Alba
Water/Juice/Soda: FIJI Water, Naked Organics, Nutrisoda
Olive Oil: Cazzetta, Colavita, Castillo de Tabernas, Basillipo, Pompeian Olive Oil, Bertolli Olive Oil,
Food:Nutella, Cleanseas, Pomi, Garofalo Pasta,
Industry: The James Beard Foundation, Bon Appétit Magazine, Specialty Food Association, New York
Restaurant Week, Local Wine Events.com, City Harvest
Food oriented companies: Acquolina Catering Company, Alta Cucina
Restaurants: Accademia del Vino, Cesca, Phillipe, Café Loup
Confidential & Proprietary
Spanish Food & Wine Clients
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7/31/14
Wine Clients Beyond Spain
Food & Beverage Brand Experience
16
We Deliver Results: Sample Events We Have Produced
!!Wine from Spain: Great Match (6 years) - multiple markets including NYC and Chicago
(350-500 trade/500 consumers/media)
!!Flavors of Navarra - W Hotel, New York (250 trade/press) – MIAMI– walk-around tasting with
seminar, In-store tastings, culinary demos at the ICI and at Boston Wine Expor; consumer
focused events (60)
!!Holiday Promotion for Wines of Castilla y Leon (Bierzo, Toro, Cigales, Rueda, Ribera del
Duero) – in NYC and Orlando, 200+ trade and press
!!Drink Ribera. Drink Spain (3 years) – work-shops, seminars, educational presentations, instore tastings
!!Eccociwine (2 years) – press luncheons, winemaker dinners, blogger nights with winemaker,
in-store tastings, workshops training sessions
!!Celebration of Spain - Rainbow Room, New York (300 trade/press)
!!Bon Appétit Wine & Spirits Focus (13 years) - Multiple cities/venues, including New York and
Chicago (1200 consumers)
!!James Beard Awards (16 years) - including a Salute to Italy, Marriott Marquis & Grand Hyatt
(New York) (1500 trade/consumers/press).
!!Benvenuto Brunello (14 years) - NY, Miami, Chicago, San Francisco, Los Angeles, Houston
(500-700 trade/press)
!!Vinitaly/Slow Wine (2 years) – New York, Chicago (1000+ Trade/press/consumers).
!!Vino 2009/2010 – NY Hilton, NY Palace and Waldorf Astoria, New York (1500 trade/press);
Intercontinental Hotel, Miami (400 trade/press); Rainbow Room, New York (300 dignitaries)
!!Italian Wine Masters (created, launched, produced) – New York, Chicago, Miami. (1000+
trade/press)
!!Vino in Villa for DOCG Prosecco (3 Years)- New York, San Francisco (200-300 trade/press)
!!Consorzio Morellino di Scansano (3 years) – NY, Miami, Houston, San Francisco,
Washington, D.C, Chicago. (200+ Trade/Press)
!!Lunch with the Italian Masters - Accademia di Vino (New York)
We Deliver Results! Samples Of Our Press Work
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Wines from Spain:Media Relations and Event Management
Wines from Spain
Spain is one of the oldest wine producing countries in the world, and certainly
one of the largest. Yet in the late 1980s – early 1990s, Spanish wines were still
relatively undiscovered in the U.S. market. For six years (2000-2006), The
Connected Table (formerly M. Young Communications) served as PR agency of
record for Wines from Spain, arranging numerous interviews, media events and
press tours to Spain, generating nationwide media coverage in almost every
major U.S. newspaper, all epicurean and wine media. Special activities included:
"!
Production and public relation for five annual Great Match: Wine &
Tapas trade tastings and consumer events in multiple cities
"!
Launch and production of an annual Superstars of Spanish Wines
seminar, wine tasting and lunch for press and trade
"!
Launch of the first Far from Ordinary Guide to Spanish Wines
"!
A welcome party and media activities for Wines from Spains
participation at the Food & Wine Classic in Aspen
"!
National media bureau for Spanish wines
<=*
ICEX, Spanish Wine Cellar & Pantry
Trade & Press: Event for Spanish producers seeking importers in the U.S.
More than 300 professional guests attended both events in New York and San
Francisco
S PA N I S H W I N E 2 0 0 8
C E L L AR & PAN T RY
T R A D E S H OW
NEW YORK
TUESDAY, APRIL 22, 2008
Gotham Hall
1356 Broadway (at 36th Street)
1:00 pm to 6:00 pm
SAN FRANCISCO
THURSDAY, APRIL 24, 2008
The Bently Reserve
(formerly Old Federal Reserve Bank Building)
301 Battery Street
1:00 pm to 6:00 pm
Trade Commission of Spain
405 Lexington Avenue, 44th Floor New York, NY 10174 – 4499
www.spanishwinecellar.com
7/31/14
D.O. Ribera del Duero
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A nation-wide campaign: New York, Boston, D.C, Florida, Atlanta,
Chicago, Texas, Las Vegas and California.
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U. S. Brand Ambassador and Trade Liaison
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National in-store tasting program at key retail establishments
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Presentations to key trade and press
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Organized workshops and training sessions for trade
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Creation of educational videos
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Managment of “RiberaConnect” trade initiative
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Event management and out-reach
7/31/14
D.O. Toro: Trade Marketing: Tastings,
Seminars, Trade and Media Outreach
A U.S. tour to showcase the regions wineries to trade and media in
Tour de Toro
for CRDO ToroMarch 2011
three cities: New York, Chicago and Los Angeles. Each program
included a seated seminar, tasting led by Fred Dexheimer, M.W., and
showroom. In addition to helping Toro wine producers generate
important sales leads, from importers and distributors to restaurants
and retailers, the five day campaign generated over 3 million media
impressions.
Coverage included features on Toro wines in: Tasting Panel Magazine,
Wine & Spirits, Chicago Tribune, Wine Review Online Tribune,
Washington Post, and numerous mentions of the wines.
>>*
D.O. Vinos de Madrid
D.O. Vinos de Madrid Trade Tastings and Press Trip 2008-2010
Vinos de Madrid
U.S. Tour Boston, Chicago
and New York
The area of around Spains capital, Madrid, has been producing wines for centuries.
However, most people in the U.S. are unaware of the quality found in this wineproducing region: the regions wines are just becoming known in the U.S. or are
seeking domestic representation.
In an effort to raise awareness among the trade of the high-caliber wines produced in
the D.O. of Madrid and to connect the wine producers to importers, The Connected
Table organized seminars and tastings in Boston, Chicago and New York for
importers, distributors, sommeliers and members of the media. M. Young also
organized a small trip for trade and press to the region. The tour resulted in several
articles including a feature in Tasting Panel Magazine.
Trade Marketing: Tasting, Seminar, Media Outreach
>?*
D.O. Navarra ~ Kingdom of Navarra
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Design: Created marketing materials
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Trade & Press Events: Walk-around
trade and media tasting events in New
York and Miami
Consumer events in New York (60
Spanish-wine aficionados)
•!
•!
Cooking demo with Chef Nicolás
Jiménez of Restaurante and Enrique
Martínez from Maher for 75+
professionals at FCI/ICI
•!
In-store tastings and restaurant
promotion
7/31/14
Junta de Castilla y Leon:
Rueda, Ribera del Duero, Toro, Bierzo, Cigales
•!
Event management and out-reach: walkaround tasting and seminar in New York City
and Orlando for 200+ professionals and press
•!
Organized presentation with winemakers:
Richard Sanz (Rueda), François Hubard (Toro),
Cesar Muñoz (Ribera del Duero), Raúl Pérez
(Bierzo), Gregory Pérez (Bierzo).
•!
Catering provided by Sixto Alonso from the
International Culinary Institute in New York City
Created marketing materials
•!
7/31/14
Peñín Spanish Wine Guide
"! Event management: launch party for of the English version of the Spanish wine guide
"! Outreach: 300+ professional guests in 2007, followed by 2 more years of promoting the book
and selected wineries.
7/31/14
Spain�s 10 at Gustavinos & International
Culinary Center
Provided production and culinary support for
Spain�s 10, a gastronomic showcase featuring
10 of Spain�s most esteemed chefs, including:
Ferran Adria, Juan Mari Arzak, Marin Berasategui,
Alberto Chicote, Quique Dacosta, Daniel
Garcia, Enrique Martinez, Joan Roca, Paco
Roncero, Paco Torreblanca
Hosted by the International Culinary Center
New York City
7/31/14
References:
Katrin Naelapaa, Director, Wines from Spain
[email protected]
+1 212 661 4814
Ana Laguna
Wine Presenter & Sommelier
Kingdom of Navarra
[email protected]
Mario Muñoz
EXCAL, USA (Junta de Castilla y Leon
[email protected]
Giacomo Pondini
Direttore
Consorzio Tutela Morellino di Scansano
[email protected]
+39 340 8726305
Roberto Cipresso/Natalie Oliveros
La Fiorita
Winemaker/Owners
[email protected]
[email protected]
+1 917 330 4127
Nicola Thornton
Import/Export Director
Bodegas Fariña
[email protected]
Georges Duboeuf and Franck
Duboeuf
Proprietors, Les Vins Georges
Duboeuf
[email protected]
Kevin Zraly, Founder, Windows on
the World Wine School, Bestselling
Author
[email protected]
+1 845 255 1456
Ralph Traviati
Head of International Media
Pirelli & C.
[email protected]
Brinda Bourhis
Principal
Speechmark Bordeaux
[email protected]
Tél/Fax : 05 56 57 10 14