Wine Education Plan This 6 part series will educate our customers on a variety of topics laid out strategically over a 12 month period in order to promote education and excitement for the customer With a section for Novice Advanced and Expert the take one education booklet is the ID: 437306
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Slide1
Sip & Learn
Wine
Education
Plan
This 6 part series will educate our customers on a variety of topics, laid out strategically over a 12 month period, in order to promote education and excitement for the customer! With a section for Novice, Advanced and Expert the” take one” education booklet is the KEY POS element and a perfect reference tool for self guided learning. Also available is the “perfect pairings” card that provides food pairings for all varietals. This education based endcap program is designed to both help our customers interactively learn more about wine while taking the “mystery” out of buying.
This priceblaster enhanced program will begin in February of 2016 with Series 1.
Sip & Learn – Wine Education Program Objectives:
Adult Beverage Category GoalsGrow share of wallet for most valuable customersOptimize assortment and flowEducate the consumerBrand & Category awarenessCreate a unique shopping experience for the Kroger consumer so they may:learn more and become more confidentenhance Kroger loyaltyWhy is this important?When shopping for wine, research shows that consumers may experienceConfusion—a lot of choicesAnxiety—fear of making the wrong choiceKnowledge is power, and the goal is to empower the Kroger consumer
We are excited to announce our new educational platform that we will be rolling out in 2016 as part of our
Price Blaster
selling events. We have worked closely with 84.51 and our test division, Columbus, to measure the results over the last year and are very excited!
Results were
positive
within
dollar
sales, units, visits, and HH
lift
across all brands!
When we layered on statistical significance, HH Penetration was up for the entire category. In addition weekly trends were also consistently above the control stores! We will work thru Masterpiece USA to facilitate the program.Slide2
Sip & Learn
Wine
Education
Plan
Series
1( Periods 1 & 2)Varietal CharacteristicsNovice: Wine 101: basic varietalsAdvanced: Exploring the varietals: red vs. white vs. blendsExpert: The nuances of cloning and why grape-growers do it?Sip & Learn: The Series Explained
Series 2
( Periods 3 & 4)Growing RegionsNovice: What is the definition of AVA?Advanced: Growing Regions- What’s on the map?Expert: How to choose the right AVA for a specific varietal
Series 3
( Periods
5 & 6)
What’s
Happing in the Vineyard
?
Novice: Viticulture- the art of pruning
Advanced: Bud break in to frost
Expert: Bloom- Fruit set- Balancing the vines
Series 4 (
Periods
7
&
8)
Flavor Profiles and Using Your SensesNovice: Using your senses- How to taste wine like a professionalAdvanced: Varietal vs. varietal: Comparing the flavor profile of 667 vs. 337Expert: The wine sensory experience- Unlock the secrets of terriors and the science of wine-making!
Series 5 ( Periods 9 & 10)It’s Crush SeasonNovice: Harvest 101: The basics of crushAdvanced: Does mother nature set the season for a successful harvest?Expert: What happens after crush? (Creating award-winning wine in the bottle)
Series 6 ( Periods11 & 12)Party Time! Novice: Party basics for your next cocktail party!Advanced: Create the perfect wine tasting panel with your friends!Expert: Chef recommended food pairings and wine favorites!
**POS & DISPLAY BUILDS:
POS kits will be delivered to the lead distributor’s assigned for each series supplier/item lineup.
These distributor’s will be in charge of delivering the POS kits AND building the
endcap
display, in the stores,
THE FIRST THURSDAY OF EACH SERIES START PERIOD.