An advocacy group that promotes the Sauvignon Blanc varietal in the winegrape and wine marketplaces.
To increase the awareness of Sauvignon Blanc within the wine industry as well as with consumers. This will lead to an increase in sales of the varietal as a finished wine as well as winegrapes, bulk wine and bulk juice.
This advocacy group will be modeled on the numerous food and beverage product groups that currently exist and achieve success (e.g. Pork Board, Petite Sirah I Love You, Got Milk?, etc.)
- Will achieve non-profit status in time (501(c)6)
- Growers, marketing professionals, academics, agencies, wineries, winemakers, retailers, purveyors, wine media and consumers.
- Membership structure based on participation, content, etc. including corporate sponsorship and individual (business) memberships. Concept proposed is a membership fee based on number of acres of sauvignon blanc (growers) and number of cases produced (wineries) with a cap and floor for each. Initial membership will be offered as “charter” at either a discount and/or extended membership period.
- Generate interest in the varietal through targeted activities (e.g. workshops, symposia, events with food pairings, competitions, etc.), marketing campaigns, media campaigns and more.
- Bring various segments of Sauvignon Blanc community together — growers, wineries, purveyors, academic institutions and government agencies — to network, gather information and share ideas.
- Educate consumers and wine industry on the varietal characteristics of Sauvignon Blanc.
- Work to dispel flavor profile myths or misconceptions – e.g. that it is a “food only” wine, overly acidic, etc.
- Provide content, data, education and training to industry on relevant topics such as winemaking, vineyard management, sales trends, marketing concepts, etc.
- Seek to promote Sauvignon Blanc as a warm weather “porch wine.”
- Promote “brand image,” as above, through use of media campaigns, displays, events, press releases, etc.
- Promote Sauvignon Blanc as food-friendly in traditional and non-traditional circles – Mexican food, Asian food, etc.
- Leverage “Summertime in a Glass” and “Taste Sunshine in Your Wine” themes
- Form partnerships to acquire content (e.g. recipes, wine reviews, etc.)
- Significant web, e-media and social media presence utilizing interesting/informative/fun content, multimedia, etc.
- Traditional media campaigns and activities will also be executed.
- Members, partners and collaborators will receive exposure through various mechanisms online, website, events, email campaigns, etc. drawing attention of consumers.
- Seek grants and outside funding support in addition to membership and activity (e.g(e.g. events) fees. Currently funded by a USDA Specialty Crop Block Grant.