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A VERY BIG THANKS TO ALL OF YOU - THE PLAN IS WORKING!
Some teething issues - we need your assistance
More awards
Great quality on its way
Remember...
It was within a few hours of wine with LBB's attached arriving in your restaurants that we received the first redemption from a customer for their complimentary bottle.
The subsequent responses received from your customers said it all.
"Best marketing I have seen for a long time."
"Laughed for a long time - and loved your wine and thought the presentation box it came in was super."
"Our group had an argument about who was getting the LBB."
"Wonderful. I'm filled with pleasurable anticipation. Was impressed by your Pinot Gris at a tasting last night and our host said your Pinot Noir is even better."
We are excited and gratified by the support received from you, our support partners and we are investing to further develop the concept.
This will include:
• additional LBB's on topics relevant to your clientele (arts, cinema, sports and so forth)
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a continual rollout of the complimentary bottle of wine
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advertising and public relations support for both the LBB's and our restaurant partners
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communication and interaction with our rapidly growing database of LBB redeemers
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Overall the launch and promotion has gone fantastically. Sales have increased over 300% and most customers received and enjoyed the LBB contents as well as the opportunity to receive a complimentary bottle of high quality wine.
We are aware from both restaurant visits and from customer's queries that sometimes the sleeve that holds the LBB is removed by staff prior to presenting Nevis Bluff wine. Some establishments have taken them off the Pinot Gris before refrigerating and we are investigating ways to be able to ensure this isn't required. If you are able to maximise the number of bottles that are served with the sleeves attached, we would be extremely grateful (as the customers are).
We also see a trend that those restaurants that ensure the customer receives the LBB, seem to sell more of our wine! Word of mouth is alive and well.
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Those of you whom have visited our website will be aware that late last year we picked up two more gold medals for both the 2006 Pinot Noir and 2007 Pinot Gris at the Sydney International Wine Show. We don't enter wine shows much as they are often a lottery, but those that have a credible independent judging regime are sometimes useful to benchmark our progress. This is the second time that one of our Pinot Gris's has won gold at Sydney and it suggests we are still on target.
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On the issue of quality and future vintages, we are pleased to tell you that a recent tasting by our winemaker Dean Shaw of both the 2008 Pinot Noir and 2008 Pinot Gris suggests good things. We effectively skipped a year for the Pinot Noir (we did not make any PN in 2007 as climate meant the grapes were substandard) to maintain our quality level and we are confident your customers will enjoy the outcome. We will continue to age both wines until we know that they will show and taste well.
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We have a simple philosophy;
• we are Pinot specialists and only produce the two varieties
• we keep the best grapes and sell the rest
• we only service high-end restaurants, no supermarket or discounting for us
• our customer is your customer and we want to ensure you can have maximum confidence in recommending our wine for an overall great experience
Best of luck for a great 2010.
Thanks to all of you who have embraced NBW and LBB's.
Graham Wilkinson |
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