Loimer Brand Overview 03_2012.pptx

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Loimer Brand Overview 03_2012.pptx Powered By Docstoc
					LOIMER
Brand Overview
      Weingut Loimer                                             Essence: Fred Loimer strives to present authentic
                                                                 Kamptal wines that are essentially Austrian but also
           Kamptal, Austria                                      appealing to those less experienced with the wines of
                                                                 Austria. One of the rare wineries in this small country
                                                                 that can make larger quantities of Gruner Veltliner at a
                                    Founded in 1961. Fred        high quality level and yet also deliver top reserve level
                                    took control of the          wines from old vines and great vineyard sites.
     Photo Here                     small village winery
                                    from his parents in the
                                    late 1980s and has
                                    grown the winery
                                    significantly since then
                                    in terms of quantities
                                    produced, total                                         Photo Here
                                    vineyard area, and the        Selling Points:
                                    quality of production.

                                                               1. LOIS is the best known and most reliable Gruner Veltliner in
 Priorities: (1) LOIS Gruner Veltliner                            the market and it is made by a real person with a real winery
                 (2) Gruner Veltliner Kamptal DAC                 behind it to stand behind the durability of the brand and
                 (3) LENZ Riesling Kamptal DAC                    quality
                                                               2. Fred Loimer’s wines are all crafted with a concern for
 Building The Brand:                                              environmental impact. The vineyards that produce his estate
                                                                  wines are farmed biodynamically and all purchased grapes are
1. Grow sales and POD of LOIS in fine wine retail and             farmed without the use of chemical pesticide and herbicides.
   upscale grocery as the leader for best combination of       3. Loimer’s wines display the best of Kamptal profile: juicy and
   quality and price in the segment                               fresh, with forward fruit and brisk acidity in balance.
2. Offer GV Kamptal to top fine wine retail and especially     4. Since 2006, Fred Loimer has converted all his estate vineyards
   ON PREMISE as best value for varietal expression.              to organic viticulture, and works in the cellar under
3. Offer Lenz Riesling for specific and excellent food            biodynamic principles. His deep concern for the land and the
   pairings and to capture growing interest in drier style        people who work the vines inspire him to take pristine care
   Rieslings                                                      while making his wines.
4. Strategically place the estate wines of Loimer through
   special presell offerings on top wine lists and selected
   independent retail
                                LOIS Gruner Veltliner                        Gruner Veltliner Kamptal                    LENZ Riesling


                       On Premise: 50%                              On Premise: 65%                             On Premise: 50%
Distribution Channel
                       Off Premise: 50%                             Off Premise: 35%                            Off Premise: 50%
                       Huber HUGO (Circo Vino)                      Schloss Gobelsburg (Skurnik)                Dr. Loosen (St.Michelle)
                       GROONER (Wildman)                            Hirsch (Skurnik)                            Schloss Gobelsburg (Skurnik)
                       Anton Bauer (Select Wines)                   Domane Wachau (Vin Divino)                  Hirsch (Skurnik)
  Competitive Set
                       Laurenz V (Folio)                            Huber (Circo Vino)                          Domane Wachau (Vin Divino)
                       Hopler (various)
                       Berger iL (Skurnik)
                       SRP: $16                                     SRP: $22                                    SRP: $18
                       Min. SRP: $13                                Min. SRP: $20                               Min. SRP: $16
      Pricing
                       BTG: $10                                     BTG: $14                                    BTG: $12
                       Wine List: $30 -35                           Wine List: $42-48                           Wine List: $36-42
                       WL Categories: Gruner Veltliner, Austria,    WL Categories: Gruner Veltliner, Austria,   WL Categories: Dry Riesling,
                       Crisp Whites, Old World Whites               Organic/Biodynamic. Crisp Whites, Old       Austria, Crisp Whites, Old World
   WL Categories       List As: Fred Loimer LOIS Grüner Veltliner   World Whites                                Whites
                                                                    List As: Loimer Kamptal Grüner Veltliner    List As: Fred Loimer LENZ
                                                                                                                Riesling Kamptal
                       88 Wine & Spirits                            90 Wine Spectator                           88 Wine Spectator
   Recent Press        86 Wine Advocate                             88 Wine Advocate                            88 Wine Advocate
                       89 Wine & Spirits

                       Brochure, Sell Sheet, Shelf Talker           Brochure                                    Brochure
   POS Materials
                       Spring 2012: Asparagus Recipe promotion      Shelf Talker                                Shelf Talker

                                                                                                                UPC/CS: 10098709300610
                                                                    UPC/CS: 10098709300511
                       UPC/CS: 10098709300504                                                                   UPC/BTL: 098709300613
                                                                    UPC/BTL: 098709300514
                       UPC/BTL: 098709300507                                                                    PACK: 12
                                                                    PACK: 12
                       PACK: 12                                                                                 DIMENSIONS: 9.5”L x 6.5”W x
                                                                    DIMENSIONS: 9.5”L x 6.5”W x 12”H
   Specifications      DIMENSIONS: 9.5”L x 6.5”W x 12”H                                                         12”H
                                                                    WEIGHT: 36
                       WEIGHT: 36                                                                               WEIGHT: 36
                                                                    CS PALLET: 60
                       CS PALLET: 60                                                                            CS PALLET: 60
                                                                    CS LAYER: 15
                       CS LAYER: 15                                                                             CS LAYER: 15
                                                                        Gruner Veltliner                        Riesling Terrassen
                                  Riesling Kamptal
                                                                      Terrassen Reserve                              Reserve
                       On Premise: 65%                         On Premise 65%                          On Premise: 65%
Distribution Channel
                       Off Premise: 35%                        Off Premise: 35%                        Off Premise: 35%

                                                               Brundlmayer (Skurnik)
                       Schloss Gobelsberg (Skurnik)                                                    Schloss Gobelsburg (Skurnik)
                                                               Domaine Wachau Smaragd wines (Vin
  Competitive Set      Federspiel Riesling from Wachau                                                 Hirsch (Skurnik)
                                                               Divino)
                       producers (various)


                       SRP: $25                                SRP: $40                                  SRP: $22
                       Min. SRP: $22                           Min. SRP: $35                             Min. SRP: $20
      Pricing
                       BTG: $16                                BTG: na                                   BTG: $14
                       Wine List: $50-60                       Wine List: $75-90                         Wine List: $42-48
                       WL Categories: Dry Riesling, Austria,   WL Categories: Gruner Veltliner, Austria, WL Categories: Dry Riesling, Austria,
                       Organic/Biodynamic. Crisp Whites, Old   Medium Bodied Whites,                     Medium Bodied Whites,
   WL Categories       World White                             Organic/Biodynamic. Old World Whites Organic/Biodynamic. Old World Whites
                       List As: Loimer Kamptal Riesling        List As: Loimer Gruner Veltliner          List As: Loimer Riesling Terrassen
                                                               Terrassen Reserve                         Reserve
                                                                                                       90 Wine Spectator
                       89 Wine Spectator                       90 Wine Spectator
                                                                                                       92 Wine Enthusiast
   Recent Press        89 IWC                                  92 Wine & Spirits
                                                                                                       90 Wine Advocate



   POS Materials       Brochure                                Brochure                                Brochure


                                                                                                       UPC/CS: 10098709300542
                       UPC/CS: 10098709300528                  UPC/CS: 10098709300535
                                                                                                       UPC/BTL: 098709300545
                       UPC/BTL: 098709300521                   UPC/BTL: 098709300538
                                                                                                       PACK: 6
                       PACK: 12                                PACK: 6
                                                                                                       DIMENSIONS: 13”L x 10”W x 7”H
   Specifications      DIMENSIONS: 9.5”L x 6.5”W x 12”H        DIMENSIONS: 13”L x 10”W x 7”H
                                                                                                       WEIGHT: 18
                       WEIGHT: 36                              WEIGHT: 18
                                                                                                       CS PALLET: 84
                       CS PALLET: 60                           CS PALLET: 84
                                                                                                       CS LAYER: 12
                       CS LAYER: 15                            CS LAYER: 12

				
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posted:1/15/2014
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