About Company I am entering the wine business because of my love of wine, winemaking, and the winemaker lifestyle. The proposed winery will be located in Florence, Italy. The winery is currently in the developmental stages, but the initial production plans and growth strategies have been established. The winery will produce Moscato, Cabernet Sauvignon and Chardonnay from vineyards throughout Florence. Production will begin at about 1,500 cases (about 500 of each varietal) and increase to 10,000 cases in year five.
Table Of Contents
Mission Statement Marketing Plan Style Guide Stationary Storefront Product Development Merchandise Apparel Full-Page Ad Website Design Outdoor Advertising Company Vehicle Postcards Product Display
Mission Statement
First Crush Mission Statement First Crush is an Italian winery that emphasizes the purity and freshness of wine while bringing love and infatuation to the wine enthusiast. At First Crush, our goal is to create delicious wines that express the unique character of our winery. We feel strongly that growing grapes, making wine and raising a glass is a cultural ritual that fosters friendship and romance to bring families together.
Marketing Plan
First Crush Marketing Plan Target Market The proposed winery is targeting end consumers who are wealthy, college educated baby boomers. These ideal customers are highly wine-educated, enjoy dining out, and regularly entertain friends or business associates. Cinsumers typically become wine-educated through a combination of classes, books, magazzines and just drinking and tasting wine. The model winery’s second target market consists of various business groups: the first being wholesale distributors. Distributors are responsible for selling wine to premier restaurants, hotels and wine shops located throughout the country. Competitors The wine industry is highly fragmented and very competitive. A small premium winery can expect competition from local, domestic and international producers. The growth of the premium wine market has encouraged a number of producers to move up the quality ladder into the premium wine market where there are larger profit margins and double digit growth rates. Advertising First Crush marketing will stay locally in Italy to begin. After a couple of years of company growth, we will expand internationally. First Crush advertisements can be seen in food and beverage magazines as well as travel magazines, outdoor advertisements such as taxi cabs and airport billboards.
Style Guide
Logo’s
Color Palette
C-2 M-4 Y-11 K-0
C-16 M-9 Y-48 K-0
C-9 M-12 Y-46 K-19
C-34 M-23 Y-80 K-1
C-50 M-37 Y-91 K-15
C-0 M-100 Y-60 K-55
C-35 M-100 Y-74 K-51
C-49 M-87 Y-64 K-69
Typeface’s Cheri Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Trajan Pro Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Stationary
Winery
Product Development
As your love affair with Chardonnay blossoms, surrender to the thrill of First Crush. Tropical fruit flavors lose you in, but the love in us all keeps the flame burning bright.
Moscato will seduce you, so be forewarned. How can you resist its flirty exotic aroma, lip-smacking sweet flavors, and crisp finish? Pure pleasure is yours for the sipping.
Take a walk on the wild side and explore the pleasures of our First Crush. Surrender to the seduction of dark berry with a hint of pepper, a lush lingering finish leaving you wishing for more.
Apparel
Full-Page Ad
Website Design
Outdoor Advertising
Company Vehicle
Postcards
First Crush Winery
Via Sticiano, 207, 50052 Certaldo Firenze, Italy
www.FirstCrushWinery.com
Via Sticiano, 207, 50052 Certaldo Firenze, Italy
www.FirstCrushWinery.com
First Crush Winery
Product Display
Chardonnay 2012
Cabernet Sauvignon 2012
Moscato 2012
Elisabeth Varela Applied Branding Ria Lewerke Winter 2012 Tue. 3:00pm