"Putting the Consumer First" The focus of our THIRD ANNUAL WORKING MEETING FOR WINEVISION Thursday, July 11, 2002. Napa Valley Marriott Dear Wine Community: This year the focus of the Annual WineVision Meeting will be on transformation of the wine industry from supply- driven to consumer-driven. This is a critical priority for the American wine industry and working together we can accelerate the process. Please join us to dialog with experts and others in the wine community on how we can make wine more accessible by focusing on the consumers- first in decision making and communication. Download the complete meeting program.* 2002 Meeting Program The Program will include: Day One: Wednesday, July 10, 2002, Napa Valley Marriott "Laying the Groundwork for a Consumer First Focus by the Wine Industry" 2:00 - 5:00 pm WINE VISION FORUM Richard Cartiere, President, WineMarket Report, Moderator Regional Trade Association Discussions: Sustainability Update: Taking the Movement National WineVision Task Force Updates Grassroots Efforts to Reach Out to Consumers Open "mike" session The WineVision Forum brings together wine trade associations nationwide to share and learn about the latest efforts and programs of their colleagues. This is a chance to learn about the latest progress of the WineVision task force, a time for questions and an opportunity to offer assistance. Present will be national groups such as the Wine Institute, American Vintners Association, California Association of Winegrape Growers and representatives of regional wine trade groups from Washington, North Caroline, Ohio, Missouri, New York and elsewhere. 6:00 - 9:00 pm DINNER, Cakebread Cellars, Rutherford, California Address: Wine's Place at the New Table of Sustainable Food Products Mike Dimock: California "Governor" of the Slow Food Movement Michael Dimock, 44, is the founder and CEO of AG Innovations Network. He has dedicated his life to the maintenance and enhancement of agriculture and development of sustainable communities. Since 1992, he has been helping communities, organizations, and businesses to build consensus and implement strategic plans related to resource stewardship, sustainable agriculture, and organizational effectiveness. Because of his passion for food and agriculture, Slow Food's founder, Carlo Petrini, and the leadership of the American Slow Food movement asked Dimock to serve as the Slow Food Governor for the State of California. Prior to this appointment he founded Slow Food's Russian River Convivium. Day Two: Thursday, July 11, 2002, Napa Valley Marriott "Strategies for Putting the Consumer First" 7:30 - 8:30 am REGISTRATION 8:30 - 8:45 am ANNUAL REPORT TO MEMBERS David Freed, Chairman, The UCC Group A review of WineVision's activities over the past year and a report on finances. 8:45 - 9:00 am Sustainability - A Code of Best Practices Karen Ross, President, California Association of Winegrape Growers Kari Birdseye, Communications Director, Wine Institute The first comprehensive look at the nearly complete Code of Sustainable Wine Growing, a historic achievement from a joint venture between the Wine Institute and California Association of Winegrape Growers. The 340-page workbook examines the industry's best practices in 14 major areas-from pest management to neighbor/community relations. 9:00 - 9:45 am Wine Foresight - Seeing Sooner, Deeper and Better than our Competitors Cynthia Carson, Nuffer Smith Tucker Willard R. Bishop, Jr, President, Williard Bishop Consulting, Ltd. Wine Foresight is a result of the gathering of a small group of thoughtful wine industry leaders who dug into changes in wine business climate and scrutinized trends from the Food Foresight organization to identify their implications to the wine industry. Bill Bishop, a nationally known consumer analyst, will discuss marketplace realities in the 21st century-from channel management to acquisition costs and leveraging points of contacts with consumers. 9:45 - 10:15 am Break 10:15 - 10:30 am WineVision's Challenge to the Wine Community Bill Turrentine, President, Turrentine Wine Brokerage Bill Turrentine has been the guiding force behind the formation and continuance of WineVision, and will issue a challenge to the wine industry to unite in a campaign to switch the industry from being supply driven to consumer driven. 10:30 - 11:30 am Australia - The New World Enters 'The Marketing Decade' Paul van der Lee, non-executive member, Australian Wine and Brandy Corporation Paul van der Lee's involvement in the wine industry commenced in 1994 when he took the position of general manager of the Winemakers' Federation of Australia. His primary responsibility in that role was the formulation of national wine industry policy and the strategy that yielded the unprecedented creation and adoption of the Australian wine industry vision, Strategy 2025. He has experience in general management, marketing, strategic planning and economic analysis gained in various public sector organizations involved in a diverse range of industries including water, overseas trade, tourism, regional development and technology. He will discuss the lessons learned by the Australians about wine sales and the challenge of marketing now facing all New World wine producers. 11:30 - 12:30 pm Wine Marketing Outlook - What are Consumers Thinking? John Gillespie, President, Wine Market Council Sean Baenen, Managing Director, Odyssey Group LLP Agustin F. Huneeus, President and CEO, Franciscan Estates Identifying consumer behavior, thinking and trends is the first step in effective marketing outreach efforts. John Gillespie will offer insights from focus groups and other research conducted this year by the Wine Market Council. Sean Baenen, whose research company has been conducting a wine consumer survey since the late 1990s,, will discuss the latest findings. Agustin and other wine marketers to be added to this panel will discuss their views of wine consumers and buying trends. 12:30 - 2:15 pm Luncheon Address: Building and Unifying for the Future David Sloane, President, American Vintners Association Newly named as the head of the AVA, David will discuss the issues facing American wineries, now located in all 50 states; the wine trade group's plans for the future; and how organizing at the grassroots level can lead to increased success 2:15 - 3:00 pm Putting Consumers First Means Building Relationships from a Foundation of Sustainable Business Practices Paul Dolan, President, Fetzer Vineyards and John De Luca, President, Wine Institute Paul Dolan will present the results of WineVision's contest to gather wine promotion slogans and phrases that resonate with consumers and John De Luca, who is transitioning into the new position of executive vice chairman of the Wine Institute after 27 years as president/CEO, will outline strategic efforts the industry can make to capitalize on the successes of the past decade. 3:00 - 4:45 pm Just How Do You Put Consumers First? Rich Cartiere, President, Wine Market Report, Moderator; Biltmore Estate-Chris Cavanaugh; Society of Wine Educators- Bonnie Fedchock, Executive Director; WineAnswers.com, Jennifer Pagano, Webmaster; Wine Brats, Joel Quigley, Executive Director; WineSpirit, David White, Executive Director; Women for Wine Sense, Kim Ledbetter-Bronson, President; ZAP, Rebecca Robinson, Executive Director This roundtable will focus on short presentations and discussions of successful Consumer First efforts already being undertaken everywhere from the tasting room to nightclubs and lessons that individual companies can apply to their own marketing efforts. 4:45 - 5:00 pm So...Where Do We Go From Here? Jerome Lohr, President, J Lohr Winery WineVision, which is functioning as a forum for new ideas on strengthening the U.S. wine industry, is entering its fourth year. Jerry Lohr will discuss the challenges for the next year and how the industry can best utilize the resources and coordinating mechanism of WineVision to respond to marketplace challenges. 5:00 - 6:00 pm Winetasting and Involvement Strategies Networking opportunities with task force leaders. Please plan to join us Wednesday night, July 10, 2002 for ourWine Vision Annual Dinner 6:00 p.m. Cakebread Cellars, Rutherford, California (limited seating) Special WineVision Rooms Rates at $169 must be confirmed on or before June 10, 2002. Call the Napa Marriot directly at 707/254-8600. Download the complete meeting program.* 2002 Meeting Program Download the registration form. 2002 Registration form *Requires Free Acrobat Reader available from Adobe. PO Box 6230, Napa, CA 94581 707/255-9222 Fax: 707/255-2044