Published on April 18, 2008
FY2005 New Item Launch: FY2005 New Item Launch June 2004 SOLARIS : SOLARIS Agenda Brand Introduction FY2004 Review FY2005 Brand Vision Brand Architecture Key Initiatives New Items Packaging Upgrades Merchandising Support Materials Other National Brand Programs Brand Activity Calendar Back-up Pricing Standards Product Specifications Materials Shipping Information Winemaker & Tasting Notes SOLARIS : SOLARIS Brand Introduction Solaris, in Latin, means “of the sun”. This name was chosen because Solaris wines come from some of the finest of the sun-kissed vineyards in the Napa Valley and North Coast regions of California. The celestial name is apt, because Solaris is a new star within our wine portfolio. SOLARIS FY2004 Review: SOLARIS FY2004 Review Solaris was initially launched as a single item, the 1999 Solaris Reserve Cabernet Sauvignon. The entire production volume of 6,000 cases shipped through in the first three months. Due to the success of the initial release, additional quantities of the Reserve Cabernet Sauvignon were produced and two Appellation wines (Chardonnay and Pinot Noir) were added The appellation wines also fully shipped through their initial release in less than four months. Solaris was on allocation for its first year due to strong demand and limited supply Our Solaris Reserve Cabernet Sauvignon V99 was well received by the trade and garnered positive reviews from the press: “An excellent, stylish Napa Valley Cabernet, combining richness and elegance. … A terrific value. 4 Stars” Ronn Wiegand, publisher of Restaurant Wine, September 2003 “…Its open, rich, keenly focused currant, root beer, sweet loam, vanillin personality fill the palate, … Bordering on a second star, it is a very good wine at its entirely comfortable price.” 90 Points, Connoisseur’s Guide to California Wine, April 2004 Solaris 1999 Reserve Cabernet Sauvignon earned the title of Houston Livestock Show and Rodeo Reserve Champion, Cabernet Sauvignon between $15-$30, March 2004 Solaris was introduced last year as an in & out opportunity. The new brand received overwhelmingly positive reviews from consumers and customers. “Solaris is on Fire!” SOLARIS Brand Vision: SOLARIS Brand Vision Solaris is no longer an in & out brand. It is here to stay and grow! However, certain items within Solaris architecture might still be “Limited Releases” Originally created as a collaboration among Beaulieu Vineyard and Sterling Vineyards winemakers, Solaris now has a dedicated winemaker. Mike Westrick, the newest addition to the DC&E winemaking team, is the new Solaris winemaker. He will craft Solaris wines in his own distinctive style and will be our new face of the brand. Mike brings with him 15 years of winemaking experience and a solid reputation for making highly acclaimed wines. His considerable talent and expertise will be invaluable in our efforts to grow the Solaris brand. Solaris remains a virtual winery. Our winemaker will select lots from DC&E’s wine supply to blend Solaris wines. In a way, you can think of Solaris as a wine negociant brand from within DC&E. As the brand grows, our winemaker will have the flexibility to source grapes from outside DC&E that best fit the Solaris style. Solaris wines will continue to deliver exceptional value in an exceptional package. Our focus channels in F05 are On-premise, Fine Wine Shops and Specialty Grocery. Due to the success of the Solaris brand in its initial year, we are launching the brand in FY05 as a permanent offering in the DC&E portfolio. “Solaris is Evolving” SOLARIS Brand Architecture: SOLARIS Brand Architecture Solaris launched in FY2004 with two distinct tiers: Reserve Wines and Appellation Wines. In FY2005, Solaris will expand its appellation line by adding two key varietals - Napa Valley Merlot and Napa Valley Cabernet Sauvignon. “Solaris is Growing” F04 F05 SOLARIS Features & Benefits : SOLARIS Features & Benefits “Solaris is a Must-Have Brand” Solaris continues to over-deliver on packaging, price, and product quality. It represents a unique and distinctive new wine brand to offer to your accounts. FEATURES BENEFITS Solaris – a new, rapidly growing discovery brand Standout, vibrant packaging and image Distinctive “solar flare” logo Impactful color scheme Display-ready shippers Key varietal assortment Great value offering Renowned appellations Attractive price points Selective channel distribution (on-premise, Fine Wine Shops, Specialty Grocery) Addresses account need to position themselves as innovative and on-trend Eye-catching and iconic packaging generates consumer interest and drives consumer recall Provides easy and impactful display opportunities Lets accounts capitalize on consumers’ desire to buy trusted varietals from discovery brands Drives consumer trial and impulse purchase Ensures repeat purchase and consumer loyalty to account Represents new and attractive offering not available in mainstream grocery SOLARIS Key Initiatives: SOLARIS Key Initiatives V01 Napa Valley Cabernet Sauvignon Barrel-aged in French & American oak for 12-15 months 89% of grapes are from Napa Valley Almost 2/3 of grapes sourced from Rutherford District Transition to V02 in January 2005 Priced at $12.99-$15.99 Solaris will add two new Napa Valley wines into its growing appellation line. This will add depth to the portfolio and provide more product options for consumers. New Items 1 AC Nielsen/Winery Exchange, Total Domestic Varietals 750ml Eq Vol; 52 wks ending 8/30/03 V01 Napa Valley Merlot Barrel-aged in French & American oak for 12-15 months 86% grapes from Napa Valley Includes lots from Carneros, Rutherford, and St. Helena Transition to V02 in January 2005 Priced at $12.99-$15.99 Rationale: Cabernet Sauvignon, Merlot and Chardonnay are the big three varietals that consumers demand After Chardonnay, Merlot and Cabernet Sauvignon are the 2nd and 3rd largest domestic varietals purchased by consumers1 Both domestic varietals are growing: Merlot +5.8% vs YAG and Cabernet +5.1% vs.YAG1 Merlot and Cabernet Sauvignon are the most in-demand varietals in the $12+ price range, larger even than Chardonnay Timing: Start Ship July 19 SOLARIS Key Initiatives: Beginning with V00, Solaris Reserve Cabernet Sauvignon will be cased in a stand-out branded shipper. The Appellation tier items already ship in a four-color, display-ready shipper. The design of both shippers reflects the vibrant and intense Solaris brand image and the shippers serve as impactful POS material. SOLARIS Key Initiatives Packaging Upgrades – Reserve Shipper Description: Distinctive black corrugate shipper with branding on top and sides States term Reserve Objectives: Create trade and consumer recognition and build brand awareness Convey stylish and premium brand imagery Provide easy and effective display support for specialty grocery and independent channels – easily converts into case card Enable joint display opportunities with Appellation Wines Timing: Rollout with V00 Reserve Cabernet Sauvignon SOLARIS Key Initiatives: Solaris will polish its labels to provide a cohesive and premium family look. The changes are minor and evolutionary but will add depth and texture to the label and will enhance the impact of the solar flare logo. Description Objectives Highlight Solaris name in subtle gold shadow Enhances the perception of a premium brand SOLARIS Key Initiatives Packaging Upgrade – Label Refinements Timing: Rollout with new Napa Valley Merlot and Napa Valley Cabernet Sauvignon and new vintages of Chardonnay and Pinot Noir July 19 for Merlot and Cabernet Sauvignon Sept 1 for Chardonnay and Pinot Noir SOLARIS Merchandising Support Materials: Distinctive, die-cut selling materials will make your Solaris presentation memorable and differentiate it from the competition. Note: We will also equip you with Brand launch Q&A SOLARIS Merchandising Support Materials Sell-in Kit with Flare Sales materials with product/tasting notes Description Unique die-cut sales materials with tasting notes and brand selling story Objectives Sets brand apart from traditional wine brands Communicates brand features and benefits succinctly on one page Includes product specifications and tasting notes Fits into Solaris carrier completing sell-in kit for easy preparation Fits into 3-ring binder Timing/Logistics Allocation/ordering handled outside of Tool Paid for by brand team Ship to market July 19 SOLARIS Merchandising Support Materials: Description Distinctive, easy to carry, all-in one sell-in kit Black branded 4-bottle new item carrier will hold your product samples (4 bottles) Sales folder will slide into carrier Objectives Kit will allow for easy, impactful and professional presentations Sets brand apart from traditional wine brands Can be reused for future calls and new vintages Timing/Logistics Allocation/ordering handled outside of Tool Paid for by brand team Ship to market July 19 Local teams pull samples from distributor and self-assemble This self-assembled launch kit will give you all you need for a successful and impactful brand kickoff. SOLARIS Merchandising Support Materials New Item Carrier Kit SOLARIS Merchandising Support Materials: Description Branded Tools of Trade Corkscrews, pens Exciting branded leave-behinds and premiums Distinctive Solaris branded matchboxes Black women’s V-neck shirts and “Tommy Bahama” silk shirts Baseball caps Objectives Provide leave-behind tools to sell-in Solaris to on-premise and fine wine shop accounts Remind waitstaff and store managers to recommend Solaris to customers Raise Solaris brand awareness among consumers Timing/Logistics Initial production (for kickoff) paid for nationally and allocated outside of Tool Shipments into market July 19 SOLARIS Merchandising Support Materials Branded Tools of the Trade and Exciting Premiums Slide14: Description Creative/ visually impactful merchandising templates provided for table tents, postcards, promotional sheets, neckers, etc. Available in Centiv for local customization Objectives Addresses needs of fine wine shops and specialty grocery to have localized/account-specific materials Logistics New templates up on Centiv July 15 (existing templates already available) Materials to be ordered locally and paid for through LMF Ordering process is extremely simple Order using templates with pre-populated message or text Or use templates to create own customized message Readily available customer service support to assist you with ordering process Exception Award-neckers will be produced at national level and pushed to field as appropriate when awards are received Beginning with launch in mid-July several flow elements will be available through Centiv throughout the year. In addition, we will provide award neckers nationally. SOLARIS Merchandising Support Materials Flow Materials with Flare SOLARIS National Brand Programs: SOLARIS National Brand Programs PR efforts will focus on obtaining points and ratings from wine publications as well as on editorial mentions and features in key lifestyle media. Award neckers will be produced and distributed with points, ratings, or awards. Gatekeeper Activities SOLARIS National Brand Programs: SOLARIS National Brand Programs A new Solaris website will launch in July FY05 in conjunction with the new item launch. Solaris will experiment with grassroots direct-to-consumer sampling events. Relationship Marketing Activities SOLARIS: SOLARIS July/August and January are focus months for Solaris. Brand Activity Calendar Slide18: BACK-UP SOLARIS: SOLARIS New Solaris Merlot and Cabernet Sauvignon should be line-priced at $12.99-15.99. In addition, feature pricing of $8.99 on Chardonnay and Pinot Noir should be eliminated. Brand Pricing Standards & Changes SOLARIS Logistics: SOLARIS Logistics Product Specifications *Napa Valley Merlot & Napa Valley Cabernet Sauvignon transition to 2002 vintage in January 2005 SOLARIS Logistics: SOLARIS Logistics Sales Sample & Selling Materials Shipping Information Ship Date Sales Samples - 2000 Reserve Cabernet Sauvignon, 2001 Napa Valley Merlot, 2001 Napa Valley Cabernet Sauvignon July 19 - 2003 Carneros Pinot Noir, 2003 North Coast Chardonnay Sept 1 4-bottle Solaris Carrier Case July 19 Selling Materials with F&B and Winemaking and Tasting Notes July 19 Men’s Camp Shirts, Women’s Tees, Baseball Caps July 19 Pens, Corkscrews, Matchboxes July 19 SOLARIS: SOLARIS 2000 Reserve Napa Valley Cabernet Sauvignon Winemaking & Tasting Notes Unique weather conditions typified the 2000 vintage season. The growing season climate in spring and summer followed typical North Coast patterns, with warm and dry weather, punctuated by several heat spikes. Rainfall in late summer and early fall slowed ripening and prolonged the harvest season. This allowed Cabernet Sauvignon grapes to develop intense fruit characteristics, good weight and skin-to-juice ratio. Our Reserve Cabernet Sauvignon was barrel-aged in French and American oak for over 18-plus months. 98% of the grapes were grown in Napa Valley, with over half sourced from the best of our Rutherford vineyards. Our Cabernet is a Bordeaux style blend of 85% Cabernet Sauvignon, 11% Merlot, 3% Petit Verdot, and 1% Cabernet Franc. VINTAGE & WINEMAKING NOTES TASTING NOTES The 2000 Solaris Reserve Cabernet Sauvignon stands out among the 2000 Cabernets for its complex, full-bodied palate and elegant structure. Explosive proportions of cassis, blackberry, and dark cocoa are tempered by fine tannins, hints of vanilla-oak, and moderate acidity. Solaris can be enjoyed now with a variety of foods, such as lamb, beef tenderloin, or aged cheeses. Solaris may also be cellar-aged for several years to bring out additional subtleties. SOLARIS: SOLARIS 2001 Napa Valley Merlot Winemaking & Tasting Notes The overall quality of wines from the 2001 vintage is fine to superb. Winter and spring were mild, with little rain, which encouraged an ideal early budbreak. What initially appeared to be a very early harvest scenario lengthened as the growing season progressed. The latter half of August and most of September were unseasonably cool allowing Merlot to ripen at a gentle pace which enhanced the aromatic compounds significantly. October’s weather was mild and sunny, allowing a relaxed end to a promising harvest. The 2001 Solaris Napa Valley Merlot was barrel-aged in French and American oak for 12-15 months. 86% of the grapes are sourced from Napa Valley, including lots from cool Carneros as well as the warmer climates of Rutherford and St. Helena. Our winemaker added 10% Cabernet Sauvignon and 1% Petit Verdot to the 89% Merlot blend providing nice structure and body. VINTAGE & WINEMAKING NOTES TASTING NOTES Round and memorable, our 2001 Merlot is characterized by luscious cherry and blueberry aromas with hints of cocoa. On the palate, the wine is medium to full-bodied with supple tannins and finished with a touch of sweet vanilla. Enjoy with roasted meat, chicken or pasta dishes. SOLARIS: SOLARIS 2001 Napa Valley Cabernet Sauvignon Winemaking & Tasting Notes 2001 was a remarkable vintage that will produce many fine to superb wines, especially those benefiting from the fine weather during October. Winter and spring were mild, with little rain, which encouraged an ideal early budbreak. What initially appeared to be a very early harvest scenario lengthened as the growing season progressed. Early fall was unseasonably cool but sunny overall, allowing many varieties to fully mature flavors. Following one more heat spell that sparked final ripening of late varieties like Cabernet, October’s weather was mild and sunny, allowing a relaxed harvest of beautifully ripe grapes. The 2001 Solaris Napa Valley Cabernet Sauvignon was barrel-aged in French and American oak for 12-15 months. 89% of the fruit came from Napa Valley, with almost two-thirds from the renowned Rutherford District. The 88% Cabernet Sauvignon blend is rounded out with small portions of Merlot and Syrah. VINTAGE & WINEMAKING NOTES TASTING NOTES Dark berry and black cherry aromas mingle with hints of sage and mint. Medium to full-bodied, the wine is supple with fine tannins and moderate acidity, making it an excellent pairing for a variety of foods. Enjoy this Cabernet with grilled meat, chicken, or vegetables. SOLARIS: SOLARIS 2003 Carneros Pinot Noir Winemaking & Tasting Notes 2003 was a vintage of contrasts— warm late winter weather with early budbreak, followed by a cold, wet spring with a touch of frost going into May. A major heat spike towards the end of May finally spurred plant growth. June & early July were quite cool resulting in relatively low yields. The following extended summer weather and the two heat spikes in September and October fostered perfect ripening. This resulted in high-quality and intensely flavored fruit of early-harvest varietals, such as Pinot Noir. The 2003 Solaris Carneros Pinot Noir was 100% barrel-aged in predominantly French oak for eight months. 92% of the fruit comes from the cool Carneros region, known for producing elegant Pinot Noir, with the remainder of the fruit sourced from Sonoma Carneros and Napa Valley vineyards. VINTAGE & WINEMAKING NOTES TASTING NOTES The 2003 Solaris Pinot Noir has a rich, ruby-violet color. Bursting with aromatic, piquant flavors, wild cherry and strawberry notes mingle with hints of exotic spices. Full-bodied and flavorful, this Pinot Noir will complement Italian cuisine as well as roast duck, steak, or other hearty dishes. SOLARIS: SOLARIS 2003 North Coast Chardonnay Winemaking & Tasting Notes 2003 was a vintage of contrasts— warm late winter weather with early budbreak, followed by a cold, wet spring with a touch of frost going into May. A major heat spike towards the end of May finally spurred plant growth. June & early July were quite cool resulting in relatively low yields. The following extended summer weather and the two heat spikes in September and October fostered perfect ripening. This resulted in high-quality and intensely flavored fruit of early-harvest varietals, such as Chardonnay. The 2001 Solaris North Coast Chardonnay was sourced from Mendocino and Sonoma Counties. 87% of the blend was barrel-fermented in predominantly French oak. VINTAGE & WINEMAKING NOTES TASTING NOTES Crisp apple and pear flavors combine with citrus and vanilla notes resulting in a rich and balanced 2003 Chardonnay with a clear, golden color. Medium-bodied with a pleasing depth of flavor, the wine has moderate acidity with subtle buttery nuances. The balanced, crisp profile makes it an excellent pairing for a variety of dishes, from salads to fish, poultry, or sushi.