“Discover Albariño”

NYC Restaurant Promotion

June 6-19, 2010Recap

Presented by Cornerstone

Communications July 2010

TABLE OF CONTENTS

Program Goals

Program Overview

Mechanics

Tasting Table Partnership

Advertising

Social Media Initiatives

Albariño Street Team

Media Outreach

Consumer Events

Results

Media Coverage

Program Goals

PROGRAM GOALS

Amplify awareness-building of Rías Baixas Albariño

Generate media coverage and consumer awareness in

NYC area

Entice potential Albariño drinkers with advertising

campaign

Increase and promote placements of Albariño wines on

and off-premise

Increase consumer sales of Albariño wines in the NYC area

Leverage Grand Tasting event taking place during

promotion

Program Overview

PROGRAM OVERVIEW

Cornerstone Communications developed a two-week wine promotion program that gave New York City restaurants 4 options for participation:

Lunch: for each glass of Albariño purchased, offer 1 free appetizer

Happy Hour: for each glass of Albariño purchased at the bar, offer 1 free appetizer

Dinner: offer a 15% discount on each bottle of Albariño purchased

Create your own: Restaurant-specific special, approved by Agency

Participating restaurants were required to feature US campaign Rías Baixas Albariño wines

Agency provided restaurants with distributor contacts for each brand

Mechanics

MECHANICS

Prior to the start of the program, Agency conducted staff trainings at participating restaurants to familiarize servers with Albariño and the details of the promotion

Restaurants were encouraged to create and display a POS (point of sales) item on the Rías Baixas Albariño promotion during the two week period

Restaurants distributed a promotional postcard to patrons

MECHANICS

Agency conducted “mystery shopper” restaurant visits to ensure promotion was being carried out successfully

Servers who recommended the Albariño promotion to mystery shopper (member of Albariño team) were given a special extra $100 “tip”

If server did not mention Albariño promotion, they were left with a “You missed a mystery shopper” card to remind them of the promotion; management was also contacted as a follow-up

PARTICIPATING RESTAURANTS

at Vermilion – contemporary Indian Latin fusion cuisine in Midtown East

Bar Jamon – tapas and wine bar in Union Square

Casa Mono – Chef Mario Batali’s Spanish tapas bar in Union Square

Beacon – contemporary American cuisine in Midtown

Boqueria Flatiron and Boqueria SoHo – Spanish tapas restaurants created by Chef Seamus Mullen

Casellula Café – cheese and wine bar located in Hell’s Kitchen

El Porrón – recently opened tapas restaurant on Upper East Side

La Fonda del Sol – 200+ seat Spanish restaurant and tapas bar in Grand Central Station

Las Ramblas – tapas Bar in West Village

Socarrat – paella restaurant in Chelsea

Solera – tapas bar and Spanish restaurant in Midtown East

Tio Pepe – tapas restaurant in West Village

Vida – eclectic/global restaurant in Staten Island

Yerba Buena Perry & Yerba Buena Avenue A – sister restaurants serving Latin fusion cuisine

Total of 16 restaurants representing Spanish and international cuisines

Tasting Table Partnership

TASTING TABLE PARTNERSHIP

Campaign partnered with Tasting Table* to launch & market the “Discover Albariño” promotional program

Agency worked with Tasting Table team to create content for the campaign

DiscoverAlbarino.com microsite

Dedicated E-newsletter

Visually striking advertisements

*Tasting Table is a free daily email and website that delivers the best of food and drink culture to adventurous eaters everywhere. Tasting Table informs readers of the most interesting dining trends, the latest food luminaries and the best new wines, spirits and cocktails around the country.

TASTING TABLE ADVERTISING

NYC Dedicated Email - June 2, 2010

Sponsored Email – June 2, 2010

Weekend Menu Listing – June 3, 2010

Sponsored NY Special email – June 7, 2010

Sponsored Email – June 8, 2010

Sponsored Email – June 16, 2010

Social Media – Posts on Tasting Table Facebook & Twitter

Cumulative Impressions: 889,139

Cumulative Click through: 3,703

MICROSITE: DISCOVERALBARINO.COMWEBSITE LIVE June 2-19, 2010

Each participating

restaurant was listed along with

online reservation link.

Readers could forward promotion

information to friends via email, Facebook

and Twitter.

TASTING TABLE DEDICATED EMAIL

JUNE 2, 2010

TASTING TABLE DEDICATED EMAIL ACTUAL TEXT

TASTING TABLE LISTINGS

TASTING TABLE BANNER ADS AND PARTNER LISTING

TASTING TABLE WEEKEND MENU FEATURE

Continued…

TASTING TABLE WEEKEND MENU FEATURE

ACTUAL TEXT

TASTING TABLE SOCIAL MEDIA OUTREACH

Advertising

RESTAURANT WEEK - ADVERTISING

Along with Tasting Table partnership, promotion included additional $10,000 in advertising with online and print publications

Outlets:

Time Out New York

New York Magazine Online

Grubstreet

MenuPages

Snooth

Manhattan’s User Guide (MUG)

Wines from Spain News

Total impressions: 970,294

ADVERTISING CAMPAIGN KEY VISUALS

TIME OUT NEW YORK – PRINT ADJUNE 3-9, 2010 ISSUE

SNOOTH E-NEWSLETTERJUNE 4, 2010

SNOOTH.COM LEADERBOARD ONLINE AD JUNE 6-19, 2010

NEW YORK MAGAZINE GRUBSTREET

JUNE 5TH – JUNE 19TH

MANHATTAN USER’S GUIDE E-BLAST JUNE 10TH

Discover Albariño Wines Week(Sponsored Email)Introduce yourself to lively, refreshing Rías Baixas Albariño white wines during Discover Albariño Week, June 6th to June 19th. While you'll enjoy a glass of Albariño on its own, discover how food-friendly and versatile the wines are at restaurants all over town, such as Boqueria, Beacon, at Vermillion, and Yerba Buena, which will be offering special deals and pairings to showcase Albariño's vivacious charms.

Share your Albariño eXperience and win! Savvy sippers can win an iPad or dinner for two at a participating restaurant by sharing their Albariño experiences. Simply include @riasbaixaswines in your Facebook status or tweet for a chance to win.

Visit DiscoverAlbarino.com for information on participating restaurants and to make a reservation. Visit albarinofromspain.com for more information on giveaways and other consumer events.

Raise a glass of Albariño to summer today!   Cheers!

Actual Text

Experiential Marketing

DISCOVER ALBARIÑO CONSUMER CONTEST

To promote “Discover Albariño” restaurants, consumers shared their Albariño experiences via Twitter or Facebook for a chance to win an Apple iPad

Contest Goal: Increase awareness of restaurant week promotion and engage consumers via social media outlets

Tactics

Increase visibility through existing Facebook and Twitter accounts

Promotional Postcard – inform consumers of contest details as well promote participating restaurants

Albariño “Street Team”

Create online and print advertising in tandem with “Discover Albariño” promotion

Featured on front page of campaign website as well as Albariño from Spain blog

PROMOTIONAL POSTCARD - FRONT

CONSUMER PROMOTIONAL POSTCARD – BACK

ALBARIÑO STREET TEAM

Cornerstone hired and trained a “street team” to promote the “Discover Albariño” campaign

Tactics

Generate TV morning show coverage by creating a visual “splash” with Albariño t-shirts and signs

Visit participating restaurants to film pairing tip videos for Rías Baixas Albariño Facebook page

Interact with New Yorkers on the street, encouraging them to check out participating restaurants and enter consumer contest

Outreach to key NYC hotels, encouraging concierge desks to recommend participating restaurants to tourists and take advantage of Albariño promotion

ALBARIÑO STREET TEAM IMAGES

Above: audience camera shots on ABC

New’s Good Morning America

Media Impressions: 5,230,000

Above: audience camera shots on CBS News’

Early ShowMedia Impressions:

3,223,328

To Right: audience camera shots on NBC’s

Today ShowMedia Impressions:

5,316,008

Media Outreach

MEDIA OUTREACH

Cornerstone Communications issued a media alert on promotion to local lifestyle outlets

Press release with details on each restaurant as well as consumer competition was created by Agency

Release included information on Grand Tasting event

Distributed through MarketWire to key journalists with NYC market focus

Agency conducted media lunches and dinners at participating restaurants during promotion

CONSUMER EVENTS

Albariño consumer tastings at local wine stores

June 9th – Tinto Fino Wines, led by Enrique Abiega from Santiago Ruiz

June 12th - September Wines

June 18th – Astor Wine & Spirits

Consumer wine classes

June 10th – Albariño class at the Artisanal Cheese Center for 45 consumers

Mariola Varona of Martin Codax, featured speaker

June 14th - Albariño class at La Fonda del Sol for 35 consumers

led by Wine Director Nicholas Nahigian (2009 trade trip attendee)

June 14th - City Winery Tasting with Wine Educator WR Tish and Chef Harold Dieterle of Perilla Restaurant

CONSUMER EVENTS

Mariola Varona of Martin Codax at Artisanal Cheese Class

Enrique Abiega of Santiago Ruiz with happy consumers at Tinto Fino tasting

Consumers enjoying food and wine pairings by WR Tish and Chef Harold Dieterle at City Winey Event

Results

RESULTS

A sampling of statistics from participating restaurants:

Casa Mono & Bar Jamon

$13,000 in Albariño sales during promotion

Vida

Added Albariño to list and add permanently due to high volume sales (restaurant did not previously carry Albariño)

Socarrat

Doubled Albariño sales during promotion

Beacon

Added 3 new Albariño wines to restaurant wine list

La Fonda del Sol

Featured 6 Albariño wines by the glass and bottle – ran promotion through entire month of June and July

RESULTS

Astor Wine & Spirits – over 3 (12 bottle) cases of Albariño sold over three hours in one evening

September Wines & Spirits – 1 case of Albariño sold in two hour pouring time

City Winery – sold out event with 50 wine enthusiasts

Artisanal Cheese Center – sold out event with 50 wine enthusiasts

Media Coverage

*Total Impressions: 22,321,101

*Actual impressions are higher as audience numbers for many placements were not available

RESTAURANT WEEK – MEDIA IMPRESSIONS

Date Outlet Circulation/Audience

1-Jun-10 The Village Voice 439,536

1-Jun-10 New Jersey Beverage Journal 5,967

1-Jun-10 Beverage Media 5,699

2-Jun-10 Examiner.com 6,473,130

4-Jun-10 Wined and Dined Blog n/a

6-Jun-10 John Mariani's "Virtual Gourmet" n/a

7-Jun-10 Serge the Concierge n/a

8-Jun-10 Food Wine Chickie Insider n/a

8-Jun-10 CBS Early Show 3,223,328

9-Jun-10 Tinto Fino Newsletter n/a

9-Jun-10 Good Morning America 5,230,000

10-Jun-10 TODAY Show 5,316,008

11-Jun-10 Vigna Uva Vino n/a

14-Jun-10 Eat and Greet n/a

15-Jun-10 Majorie Ingall's Blog n/a

15-Jun-10 Oenophile Blog n/a

MORNING SHOW TELEVISION COVERAGE

THE VILLAGE VOICE “NEW YORK BITES” NEWSLETTERJUNE 2, 2010

BEVERAGE MEDIA AND NEW JERSEY BEVERAGE JOURNAL

JUNE 2010

EXAMINER.COMJUNE 2, 2010

WINED AND DINEDJUNE 4, 2010

JOHN MARIANI’S “VIRTUAL GOURMET” NEWSLETTERJUNE 6, 2010

SERGE THE CONCIERGE.COMJUNE 7, 2010

FOOD WINE CHICKIE INSIDERJUNE 8, 2010

TINTO FINO NEWSLETTERJUNE 9, 2010

This early June weather is pretty dreary, yet somehow it doesn't seem so terrible for this mid week slump. Perhaps it is because today's gray skies, misty air, and warm chill are reminiscent of a typcial Galician day!

Coincidentally enough, if you didn't know it, Denominación de Origen, Rias Baixas happens to be in town this week sharing their succulent Albariño wines! Ahem, and in effort of expressing terroir, it appears they have brought their weather along with them! wwwriasbaixaswines.com.

TONIGHT from 6pm-8pm, we welcome special guest Enrique Abiega from Bodegas Santiago Ruíz in Galicia, who will be our conductor for the evening, leading our Wednesday tasting with a selection of his very enjoyable wines.

Santiago Ruíz was established in 1892, and is located in the coastal O Rosal sub-zone of Rías Baixas. Despite its recent partnering with Bodegas Lan group in Rioja, it still remains a small, family operated winery. In fact, Rosa Ruíz, Santiago's daughter, is in charge of the daily operations and happy to receive guests to her property.

The winery cultivates 94 acres of vineyards which are planted with Albariño, Treixadura and Loureiro, approximately 20% of which are sourced from local grape growers. This impressive estate is also home to a unique wine museum including an original 100 year old Galician kitchen; both of which are available for visits.

As far as the wine making style, only free run juice is used and these wines undergo pre-fermentation maceration. Excitingly, in a Rias Baixas world of Albariño, the blending of these local grapes from small parcels in Santiago Ruiz´s wines, really leaves you to taste the delicate hues and herbal nuances of each varietal.

This newly released Santiago Ruíz 2009 vintage just hit the shelves and it is delicious! Enrique will be pouring it heavily here TODAY along with the amazing value Lan Crianza 2005 from DOCa Rioja! Make the most of this rainy day and stop by!

VIGNA UVA VINO JUNE 11, 2010

EAT AND GREETJUNE 14, 2010

MAJORIE INGALL BLOGJUNE 15, 2010

THE OENOPHILE BLOGJUNE 15, 2010