Presentation by: Lara Abbott February 2, 2013. Introducing a new brand greenlip is named for the...
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Presentation by: Lara Abbott February 2, 2013
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Transcript of Presentation by: Lara Abbott February 2, 2013. Introducing a new brand greenlip is named for the...
Presentation by: Lara AbbottFebruary 2, 2013
Introducing a new brand
greenlip is named for the native and iconic New Zealand Green Lip mussel. The clear waters of the Cook Strait which border Marlborough are a natural home for these beautiful bivalves
This is where the South Pacific and the Tasman Sea meet to create the Maritime climate which imparts the unique character in our Sauvignon Blanc.
You will find a bright passionfruit and grapefruit character and a hint of lime peel in this delicious wine.
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• New Zealand Sauvignon Blanc is famed for its strongly aromatic green bell pepper, gooseberry & lush passion fruit characters.
• Styles vary from this traditional style to those showing fresh-cut grass, melons & lime.
• The Marlborough region represents 80% of all plantings
• New Zealand Sauvignon Blanc is predominantly cold-fermented in stainless steel to retain its famed “zing”, though more examples are being produced using oak, wild yeasts & lees stirring to add complexity
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New Zealand SB Facts
Why greenlip Sauvignon Blanc?• Sauvignon Blanc Varietal growing
o +12.2% vs YAG, AC Nielsen, 1/5/13o Outperforming Chardonnay, Cabernet & Pinot Grigio
• New Zealand Sauvignon Blanc is growing fastero +22% vs YAG AC Nielsen, 1/5/13
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Varietal# of SKUs
13 wk $ Volume
% Chg vs. YAG
Eq Case Volume
% Chg vs. YAG
Chardonnay 3,010 $337,875,659 2.5% 4,275,545 0.5%
Cabernet 2,817 $279,198,580 5.0% 2,895,423 2.4%
Pinot Grigio 1,082 $118,767,279 9.4% 1,612,125 8.9%
Sauvignon Blanc
1,263 $78,923,231 12.2% 781,300 9.1%
AC Nielsen 1-05-13
Price + Quality + Pop
Why greenlip Sauvignon Blanc?• Quality in the bottle
o Quality sourcing, consistently availableo Premium winemaking expertise yields quality
• Modern, vibrant packagingo Attention-grabbing colorful label and POSo Stelvin closure
• Appealing styleo Bright passionfruit and grapefruit character and a hint
of lime peel
• Right price pointo Because consumers want higher quality Sauvignon
Blanc that is still a value. o $14+/bottle SB enjoys double-digit growth
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Price + Quality + Pop
NobiloMarlborough
$13.99
Brancott EstateMarlborough
$14.99
greenlipMarlborough
$14.99
Kim CrawfordMarlborough
$17.99
StarboroughMarlborough
$14.99
The Competition
ATTENTION-GRABBING POS
• Graphics, images, text, couponing, advertising, promotions, emails
• Tasting/sampling budget in states where legal
• MIR coupons where legal
• Case Backer display graphics available
• Shelf talkers available
• Custom Wine Taps for Keg program
Also available in a wine keg!
Why carry greenlip?
