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WINE COUNTRY PRESS: PASO ROBLES WINE COUNTRY ALLIANCE PRESS

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2009-11-05
Media Contact: Meagan Callahan
Phone: 805.239.8463

PASO ROBLES WINE COUNTRY ALLIANCE INVESTS IN MILLENNIALS’ INTEREST IN WINE
CRAVE Draws Sell-Out Crowd

Paso Robles, CA (November 5, 2009) Investing in the millennial generation (consumers 21-30 years old) who demonstrate interest in wine is an important marketing strategy for the Paso Robles Wine Country Alliance. CRAVE, an Alliance sponsored program, introduced education to complement the wine tasting experience, a welcome attribute to the millennial market whose curiosity about wine continues to grow. The 2008 U.S. Census estimates there are more than 40 million millennials that are 21 years or older and, according to the Wine Market Council, exhibit the same receptivity to wine as leading edge baby boomers. Wine consumption among this generation continues to rise and according to a recent market trend report comprise 19 percent of the wine drinking population of the United States. CRAVE enhances Paso Robles brand equity among millennials and influences wine purchasing patterns.

CRAVE - A Paso Robles Wine Experience created an authentic and unique affair for wine enthusiasts on Friday, October 23, 2009. Targeting the millennial generation, a sellout crowd of 500 wine tasters experienced an event designed in a way that speaks to them. Providing information about Paso Robles wines through nine varietal bars allowed CRAVE attendees to taste wine from 69 producers and pair with local foods from nine restaurants and caterers. CRAVE attendees found an upbeat, lounge-like atmosphere to learn about the wines of Paso Robles, an innovative shift from the typical tasting experience.

“CRAVE was a friendly and educational experience and made wine tasting enjoyable for my generation,” said Laura Bowman, CRAVE attendee and recent graduate of Gonzaga University in Spokane, Washington. “I am looking forward to further exploring Paso Robles wines now that I better understand varietal characteristics.”

The Alliance implemented a number of communication strategies associated with CRAVE, knowing that millennials have an innate sense for analyzing information and forming their own opinions, especially regarding marketing and advertising campaigns. The Alliance utilized Twitter and Facebook as marketing outlets, conducting daily tweets and status updates, ticket sale soft launch and ticket giveaways. This tactic resulted in increased awareness of Paso Robles wine and CRAVE. In addition, the Alliance focused its marketing efforts on targeting local college campuses and young professionals through in-person presentations at club meetings. This proved to be an important strategy as 50 percent of CRAVE attendees heard of the event through “word of mouth.”

The Paso Robles Wine Country Alliance is thrilled to grow this event and continue investing in this future wine buying generation. Be sure to visit www.pasowine.com to stay updated on 2010 CRAVE events in San Diego and the greater Bay Area. CRAVE, San Luis Obispo is slated for Friday, October 22, 2010. Mark your calendar and be sure to purchase your ticket early, as the event sold out in advance two years in a row. For more information about CRAVE and other Paso Robles Wine Country events, visit www.pasowine.com.

The Paso Robles Wine Country Alliance represents wineries, growers and businesses in Paso Robles Wine Country. Centrally located between San Francisco and Los Angeles, along California’s Central Coast, Paso Robles Wine Country is California’s fastest growing wine region. It encompasses more than 26,000 vineyard acres and more than 180 wineries. For more information, visit www.pasowine.com
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