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Marketing Riesling Chateau Ste. Michelle Case Study NY Wine Industry Workshop April 3 -5, Marketing Riesling Chateau Ste. Michelle Case Study NY Wine Industry Workshop April 3 -5, 2002

Erik Olsen Head Winemaker Erik Olsen was raised in Davis, California and received his Erik Olsen Head Winemaker Erik Olsen was raised in Davis, California and received his B. S. from the University of California, Davis in Fermentation Science. In 1990, Erik received his M. S. degree from Cornell University working under Dr. Thomas Henick-Kling. He then worked as an Enologist at Simi Winery and since 1993 has worked as a Winemaker at Chateau St. Michelle, where he is responsible for all white wine production and the Artist Series Meritage Red Wine. In 1998, Erik completed a M. B. A. degree at the University of Washington.

Chateau Ste. Michelle Case Study Background • Washington wines/Chateau Ste. Michelle first earned world-wide Chateau Ste. Michelle Case Study Background • Washington wines/Chateau Ste. Michelle first earned world-wide recognition for Riesling. • Significant vineyard plantings in Riesling • Significant share of brand case sales in Riesling • #1 750 ml Riesling in America

Chateau Ste. Michelle Case Study • CSM Riesling products: – – – Dry Riesling Chateau Ste. Michelle Case Study • CSM Riesling products: – – – Dry Riesling Johannisberg Riesling White Riesling Late Harvest White Riesling Ice Wines (1978 and 1995 vintages) • 200 k+ cs mid-dry $5 -$8 “ 85 -88” avg. ratings • 2 k+ cs Late Harvest $20 “ 93” avg. ratings

Chateau Ste. Michelle Case Study Objectives in 1997: • Elevate Riesling image • Elevate Chateau Ste. Michelle Case Study Objectives in 1997: • Elevate Riesling image • Elevate quality ratings on dry/mid -dry styles • Elevate price points/profitability

Chateau Ste. Michelle Case Study Strategies • Develop Cross Functional TQM Team – Define Chateau Ste. Michelle Case Study Strategies • Develop Cross Functional TQM Team – Define Vision, Mission, Issues, Ideas, Actions • Make the highest rated American Riesling • Sell more Riesling at higher prices

Vision • Domestic Riesling 4 th Noble Grape in U. S. • CSM sells Vision • Domestic Riesling 4 th Noble Grape in U. S. • CSM sells 20, 000 cases of dry/medium Riesling at $20 or more with scores of 93+ • Remaining Rieslings sell for $9+ with scores consistently 89 -90

Benchmarking • • • Alsace Mosel Rheingau Australia US Benchmarking • • • Alsace Mosel Rheingau Australia US

Riesling Score Analysis • 321 wines rated >90, only 4 were from US. • Riesling Score Analysis • 321 wines rated >90, only 4 were from US. • Most US Rieslings rated 80 -87; <$10. • Most Rieslings rated >90, are priced over $20. • Most >90 Dry Rieslings are from Alsace; >$20.

Riesling Key Word Search • Flavor -minerals -flowers -honey -stone -fruit -apple • Texture Riesling Key Word Search • Flavor -minerals -flowers -honey -stone -fruit -apple • Texture -high acid -full body -long finish • Color -not meaningful in descriptions.

Media Input • “With the wide diversity of Riesling styles, be the best Washington Media Input • “With the wide diversity of Riesling styles, be the best Washington Riesling you can be. ” • “If anyone can make great Riesling in the US, it should be Washington. ”

5 Year Strategy Long Term Vintage 1997 1998 1999 2000 Most Likely Vision Driven 5 Year Strategy Long Term Vintage 1997 1998 1999 2000 Most Likely Vision Driven cs Score Price 1200 88 $12 2400 89 $13 2400 89 $12. 50 5000 91 $14 4800 90 $13 10, 000 92 $16 10, 000 91 $14 20, 000 93 $20

Action Plan • Be the best expression of “Washington” • Identify vineyard sites that Action Plan • Be the best expression of “Washington” • Identify vineyard sites that produce highest quality Riesling wines • Evaluate different viticultural techniques • Evaluate different winemaking techniques • Explore joint venture partner opportunities • Produce min of 1, 200 to max of 10, 000 cases of reserve quality Riesling

Characterization of Riesling Vineyard Sites • Cold Creek Vineyard – highest quality • Horse Characterization of Riesling Vineyard Sites • Cold Creek Vineyard – highest quality • Horse Heaven Vineyard – medium quality, tart • Indian Wells Vineyard – weaker flavors and aromas • Weinbau Vineyard – Unripe fruit, low quality

Vineyard Trials • • • Crop levels Leaf removal Irrigation Grape Maturity Hand Harvesting Vineyard Trials • • • Crop levels Leaf removal Irrigation Grape Maturity Hand Harvesting

Viticulture Techniques • Cold Creek Leafing – prefer leafed over non-leafed • Cold Creek Viticulture Techniques • Cold Creek Leafing – prefer leafed over non-leafed • Cold Creek Thinning – prefer un-thinned over thinned • Horse Heaven Thinning – prefer thinning over un-thinned and thinning at 18 degrees brix (late) • Horse Heaven Organic – low quality wine

Winemaking Trials • • • Yeast Strain Evaluation Juice Treatments Spinning Cone Pasteurization Sur Winemaking Trials • • • Yeast Strain Evaluation Juice Treatments Spinning Cone Pasteurization Sur Lie aging

Winemaking Techniques • Wine Quality Improved with: · Epernay II yeast · Lower temperatures Winemaking Techniques • Wine Quality Improved with: · Epernay II yeast · Lower temperatures fermentation · Juice treatment with bentonite · 1% Juice solids results

Reserve Quality Riesling • • 100% Cold Creek Vineyard Fermented with Epernay II Fermentation Reserve Quality Riesling • • 100% Cold Creek Vineyard Fermented with Epernay II Fermentation Length = 65 days 1, 200 cases

Accounts Surveyed • • • DELAURENTI’S PLACE PIGALLE SEATTLE CELLARS PONTI GRAPE CHOICE CAFÉ Accounts Surveyed • • • DELAURENTI’S PLACE PIGALLE SEATTLE CELLARS PONTI GRAPE CHOICE CAFÉ JUANITA Mc. CARTHY & SCHIERING RAY’S BOATHOUSE PALISADE • WILD GINGER

Customer Feedback. . . • It’s good, but it won’t sell. • Delicious wine, Customer Feedback. . . • It’s good, but it won’t sell. • Delicious wine, amazing nose - ripe ginger, ginger spice continues on the palette, tropical guava, candied apple; citrus appeal - not a seafood white … Asian food; Germanic without the mineral component. • Delicious, you guys have a chance to do something ground breaking. • Melon, apricots, good acid level, balanced, Alsatian in style, food wine, tartness in finish might not be pleasing to some.

Will You Buy This? • “I’d love to sell this wine” • “Wrong image. Will You Buy This? • “I’d love to sell this wine” • “Wrong image. No one wants to be drinking Riesling. Tough sell. Would require hand sell. I don’t have that kind of time”.

Pricing • WHOLESALE: $9. 09 - $9. 79 • RESTAURANT: $24 - $26 WINE Pricing • WHOLESALE: $9. 09 - $9. 79 • RESTAURANT: $24 - $26 WINE LIST • WBG @ $9. 09 • RETAIL: $12. 99 - $13. 99

Branding – Ch. Ste. Michelle: – NEW Brand: – Northstar: – Snoqualmie: 7 3 Branding – Ch. Ste. Michelle: – NEW Brand: – Northstar: – Snoqualmie: 7 3 1 1

 • Position: The Grand Cru of the Pacific NW. A leader and an • Position: The Grand Cru of the Pacific NW. A leader and an innovator. • Tagline: “Old world tradition, NW Innovation. ” BMW

1997 Test Lot Ch. Ste. Michelle Vineyard Select Riesling • • Bottle 1200 cases 1997 Test Lot Ch. Ste. Michelle Vineyard Select Riesling • • Bottle 1200 cases CSM/Single Vineyard Package Sell through retail shop and VRC Evaluate consumer and trade feedback Sell locally to key accounts as requested Release July, 1998 $12 Retail

Recommendations for 1998 · Focus on Cold Creek Vineyard · Evaluate all SL and Recommendations for 1998 · Focus on Cold Creek Vineyard · Evaluate all SL and Grower Riesling Sites · Viticulture Trials · Winemaking Trials · Benchmarking · Ch. Ste. Michelle Cold Creek Riesling

Chateau Ste. Michelle Case Study Results 1997 vintage: – 1200 cases “Vineyard Select” – Chateau Ste. Michelle Case Study Results 1997 vintage: – 1200 cases “Vineyard Select” – $12 retail, sold from winery • 1998 vintage – 2400 cases “Cold Creek Vineyard” – $13, distribution to key markets – “ 88” rating

1999 1999

1999 vintage Released June 1, 2000 2400 cs $20 retail 1999 vintage Released June 1, 2000 2400 cs $20 retail

91 PTS Top 100 ! Wine Spectator Dec 30, 2000 91 PTS Top 100 ! Wine Spectator Dec 30, 2000

1999 Single Berry Select 30 Cases $200 per 375 ml 1999 Single Berry Select 30 Cases $200 per 375 ml

97 PTS ! 1999 Single Berry Select Wine Spectator Nov. 30, 2000 97 PTS ! 1999 Single Berry Select Wine Spectator Nov. 30, 2000

2000 vintage Released May 2001 5000 cs $20 retail 2000 vintage Released May 2001 5000 cs $20 retail

AGAIN 91 PTS Top 100 ! Wine Spectator Dec 30, 2001 AGAIN 91 PTS Top 100 ! Wine Spectator Dec 30, 2001

Today: The Riesling Renaissance is Here CSM Johannisberg Riesling: • Selling more than any Today: The Riesling Renaissance is Here CSM Johannisberg Riesling: • Selling more than any time in its history • On allocation for last 3 years • Average retail price up $1 -2 • Quality higher than ever--learning from TQM trials and work with Loosen

Today Eroica : • “ 91/Top 100” ratings on first two vintages has created Today Eroica : • “ 91/Top 100” ratings on first two vintages has created high demand, entry into prestige accounts, halo for Cold Creek Riesling & JR • 2001 production up to 10, 000 cs with $20+ retail price