Date: 18-Feb-02

From: Doug Caskey, executive director
Colorado Wine Industry Development Board
Phone: 720.304.3406
TO: All Colorado wineries

RE: "Parking Lot" sales
The Marketing Committee of the CO Wine Industry Development Board has suggested that the most creative, cost-effective means of marketing Colorado wines may be the use of "parking lot" sales, a wine-festival-licensed tasting of Colorado wines in the parking lot or in front of a large retail store.

The idea came from our wholesale and retail Wine Board representatives, so it obviously has industry support. It is the type of event I tried to organize as a retailer 10 years ago. An event like this solidifies the relationship between Colorado wineries and retailers. We moved 50 cases of Colorado wine at more than one event in the past.

Although we ran into some conflict about these events with Liquor Enforcement and local authorities last summer, I think we have ironed out the problems, as long as communication with liquor enforcement agencies remains clear and timely. Total Beverage in Thornton is eager to hold another such event in early June.

The Marketing Committee asked me to contact wineries to assess your support for this program, since wineries would have to bear the brunt of the work. The CWIDB can offer organizational and logistical support, but ultimately a winery will have to pull the wine fest permit, arrange transportation of product for tasting (samples MUST come from the winery’s inventory and not from the retailer or from a wholesaler), and staff the event.

While Laura Harris did say that a broker or wholesale rep could actually man a table and pour samples at a wine fest event, the wine must come out of winery inventory. We could investigate contracting as a group with a demo service to pour wines, but we would have to insist that the contractor keep sharp control of liquor service.

The Marketing Committee suggested that we try to organize 6-12 of these events on weekends during the late spring into early fall when outdoor weather is mostly reliable. We will probably target key retailers and supporters of Colorado wine in cities along the Front Range first. We obviously can’t afford to do one of these events at every small store around the state. If Liquor Enforcement approves of our proposal, we will ask the retail store to provide publicity for the event in their regular newspaper or media ads.

We would only need 3-4 wineries for each event, but it would be the winery’s responsibility to get product into a retail store before signing up to pour at an event. That means that you would not be able to pour your product in front of a retail store that does not already sell your wine. The final say of which wineries participate in an event will rest with the retailer and what products he or she chooses to carry.

Without making a firm commitment, please let me know of your interest in participating in one or more of these events. Give me any comments you might have and fax this sheet back to me. Also mark if you want to participate in the other events listed below. Thanks!
 
 

Winery: ___________________________________________
 
 

Contact: ___________________________________________

_____Is / _____Is Not interested in participating in the "parking lot" tastings described above sometime between April and October 2002.

Comments:
 
 
 
 

We are interested in attending and pouring at:

May 17-19, 2002: Estes Park Festival of Wines, Stanley Hotel. Although the first year of this event was very small last year, it has the potential to draw a much larger crowd. And the venue is fantastic! Tasting only.

May 24-27, 2002: Celebrate Colorado Artists, Denver Pavilions. Last year this arts festival drew 135,000 people over Memorial Day weekend. This year we will have a much more prominent location from which to taste and sell glasses and bottles.

June 21-23, 2002: Lafeyette Wine Festival. The home of the outrageously successful Oatmeal Festival is branching out into Colorado wine. I am not joking about the success of the Oatmeal Festival. This weekend wine fest, allowing some bottle sales and winemaker dinners and seminars, could draw 2000 people.

April 20-28: PBS Auction: if you would like to donate product or promotional paraphernalia to Public TV’s statewide auction, contact Cathy Buhler at 303 796-7812 or via email at bil.cath@att.net.