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GAB Knighthood Promo

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					F13 H2 Promotion: Live Legendary with
GABBIANO a Priority for February!
Drive the brand with our bold new KNIGHTHOOD promotion to meet your Gabbiano
targets. We are refreshing and modernizing Gabbiano to make it relevant to 30-39
year old males.

What is the KNIGHTHOOD? An online society for modern men who appreciate timeless style,
epic experience and legendary adventures. We invite guys to join The Knighthood for a chance to win
cool gear and tickets to live events.


Why should your accounts display Gabbiano this February?
•   The Italian category is growing (+4.5% vs YA)
•   Gabbiano is a market leader in the Chianti segment ( #1 Chianti in the $8-10 750ml, #2 in $10-$14)
•   Gabbiano KNIGHTHOOD program will increase consumer pull amongst millennial males.
•   Gabbiano has an authentic Tuscan history, and a taste that cannot be beat for the price!


What support tools are available?
•   Use the 5 ft tall, life-size Gabbiano knights to drive distribution in new accounts.
•   Use eye-catching KNIGHTHOOD POS materials to build impactful displays.
•   Share our accolades! 2009 Gabbiano Riserva: 89 points from Wine Advocate and 2008 Alleanza:
    92 pts from Wine Enthusiast
•   NEW Moscato d’Asti is now shipping DI now and will be available to ship from Napa in February.
Spring Promotion: Live Legendary
Opportunity
• Refresh and modernize Gabbiano to make it relevant to 30-39 year old males.

• Why this consumer?
   1. No other Italian brand is speaking directly to them
   2. Retailers are trying to engage this consumer
   3. Millennials drink more imported wine than any other generation




Program Concept: Live Legendary with THE KNIGHTHOOD
• The Gabbiano Knight has been an integral part of the brand’s legendary history – the
  Knight has been protecting the estate-grown grapes for centuries.
• What is the KNIGTHOOD? An online society for modern men who appreciate timeless
  style, epic experience and legendary adventures. We invite guys to join The Knighthood
  for a chance to win cool gear and tickets to live events.
 Live Legendary: February 2013

How THE KNIGHTHOOD works
• We invite guys to join THE KNIGHTHOOD, an online society that opens the door to
  exclusive events and content to Live Legendary.


    OUT OF STORE                                        IN STORE
                            Drives pre-sold Gab
                                                  Eye-catching POS elements
THE KNIGHTHOOD
                            consumers into the    will reinforce the campaign
microsite will be the hub   store
of the campaign
                                                  Merchandising Standard:
Social Media (Facebook
                                                  MIN 10 Case display
and Twitter) will enable
                                                  w/ knight (brand funded)
sharing
                                                  Build displays with
Advertisements, online
                                                  60% Classico/40% DOCG
media placements and
                                                  (include Riserva if it gets you
wild will drive guys to
                                                  to the floor)
join THE KNIGHTHOOD
    Live Legendary: February 2013
    POS Materials                     Tucker               Necker/ Shelf talker
                                                                                     Knight
                                                                                     Display
                     Case Card




                        Case Wrap




Why we will win with Live Legendary
•    How we win with the retailer?
      • They get the coveted Knight display
      • We drive millennial males into their stores to find Gabbiano wine
•    How we win with the consumer?
      • Give them access to exclusive content and experiences with a “cool factor”
      • Incorporate a digital platform that they can share with their friends
The KNIGHTHOOD Website

Welcome to the Knighthood Homepage (FPO)
The KNIGHTHOOD Website

The Knighthood Website Content (FPO)
Live Legendary: Activation Markets

 • THE KNIGHTHOOD will feature media buys in and event ticket giveaways in
   6 high BDI markets.
        Miami
        Chicago
        Dallas
        Denver
        Boston

 • Giveaways: include NBA and NFL tickets, concert tickets and VIP Club and
   restaurant gift certificates.

 • Media: includes geo-targeted online banner ads, facebook ads, Wild
   postings, etc.

Distributor Incentive Program
    • Tickets for exclusive experience will be available for distributors that activate THE
      KNIGHTHOOD.

				
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