Nine Pins WineryGWS 304

Katie Tollan, Karlee Harris, Collin Meharg, and Becca Louie

“Taste the Wine that will Bowl

your Mind!”

Brand AwarenessMission Statement

“Our mission is to offer each of our guests a captivating and fun environment, where they can

enrich themselves in the history whilst enjoying our quality-handcrafted wines alongside our

beautiful preserved bowling lanes.”

Values:

HistoryThe local residents of Ellensburg will appreciate the historical features throughout the

winery. The idea of Nine Pins started from a favorite weekend family outing. For many people of Ellensburg the building is a full of memories and the winery makes an effort to display those traditions with historical bulletins and photographs of the old bowling alley.

ExperienceNine Pins strives to offer a new experience. The winery and tasting room won’t be like

any ordinary winery. Consumers will enjoy the quality specialty wines in the atmosphere of a bowling alley with original furnishings from the bowling lanes, shoe racks, and bowling pins. Consumers will feel a part of the winemaking experience as they look through the windows into the production room where grapes are being transformed into Nine Pin wines for the following year.

QualityThe winemaker for Nine Pins studied viticulture and enology at his time spent at CWU.

He continued working in the industry and, his passion for grape growing is expressed in the wines. The winemaker uses traditional methods and pays close attention to acid levels throughout the whole process in order to create quality balanced wines.

Vision: To bring a new and unique experience to the wine industry.

Tasting Room: Ellensburg, Washington

Winery Story: Our winemaker Larry Graham, studied Global Wine Studies at Central Washington University.

A few years after graduation he married his wife Jane and started a family in Ellensburg. They

spent most weekends taking their two daughters to the local bowling alley. Their small family

outings soon became large family and friend tournaments. When the bowling alley closed their

business, the family was saddened that the place they spent most their lives growing up in was

going to be closed. That is when Larry came to Jane with a very big idea. After all those

weekends spent in the bowling alley Larry noticed that a bowling alley building would be the

perfect place to create a winery with a production facility and tasting room. He noted that quality

wine is often impossible to find while in a bowling alley and an opportunity to bring a new and

unique experience to the industry arose before him. With the help of his family and most favorite

bowling teammates the Nine Pins Winery spares the memories in the original bowling alley

building today.

Symbol: Label/Logo:

Jingle:

Taste the Wine that will Bowl your Mind!”

Product: Bottles

o Size : 750 mL

o Shape and color : 3 types- Bordeaux (emerald green), Syrah (dark amber), and

Champagne (champagne green) bottles.

Packaging: 12 pack case. Pre-stamped boxes (white).

Closures: Stelvin for the blends, Cork for everything else. Cork and cage for the

champagne.

Varietals: Riesling, Chardonnay, Sauvignon Blanc, Cabernet Sauvignon, Cabernet

Franc, Merlot, Syrah, and Pinot Noir

Production Size: 2,000 cases

Wine Making Style:

o White Wines: off-dry semi sweet, New World.

o Red Wines: Dry fruit forward, New World.

o Method Champenoise, Old World.

o Red Blend: fruit forward, New World style.

Region: Central Washington

Fruit: Outsourced from Columbia Valley and Wahluke Slope.

POS: Nine Pins uses many different POS materials such as coasters, brochures, business

cards, etc.

Figure 1: Nine Pins Coaster (front view)

Figure 2: Nine Pins Coaster (back view):

Consumer BehaviorTarget Market

o Weekly Treaters

o Frugal Conservative

Consumer Profiling Weekly Treaters drink at social events or to wind down and are majority female. These

consumers purchase weekly but are willing to pay a little more than the mainstream at-

homer. They will be most likely to be purchasing wine by the glass in the tasting room or

on-premise location. These consumers love to enjoy a release from work or simply a fun

night out with friends.

Frugal Conservatives drink to expand their knowledge of wine and are up to date with

social trends. Consumers are usually between the ages 25–54, with a lower income than

the average consumer. It would be imperative to the business plan to market to this

demographic with a large surrounding population of college students and staff.

Consumer Insights Social: Provides a welcoming atmosphere for people to coalesce.

Local Ties: Provides an outlet for college students and locals to be introduced to or

expand their knowledge of wine and the history of the building.

Affordability: Providing ample room for a range of price points without sacrificing

quality.

Experience: Providing a new and unique twist to the typical tasting room experience.

FunctionalityIn order to succeed as a business in this location, it will be necessary to meet the demands

of both the local residents and the college-related consumers. By selling at multiple price points

and offering a unique atmosphere, Nine Pins will be able to satisfy the customers at hand. There

are several ways the product will be aimed towards our two main target markets. The weekly

treaters will be interested in enjoying the one of a kind atmosphere that the Nine Pins tasting

room has to offer. This target market will most likely purchase wine by the glass at our tasting

room and if they show up enough they may even join the wine club.

Frugal Conservative’s will enjoy the multiple price points provided by the Nine Pins

Winery. The quality of the product will enhance how the consumer feels whilst drinking and

contribute to the sensation of gaining intelligence and wine knowledge. With the local feel and

the history of the site, the consumer can feel more connected with the town. The image seekers

of both groups will feel most inclined to take part in enjoying the quality that Nine Pins Winery

is capable of.

Perceived Quality and Brand Associations

Price Segment TargetNine Pins aims to meet a price segment market of everyday premium wines. The wines

are affordable to the average college student, yet they stand above most grocery store wines in

quality and taste.

Reason to BuyThere are many factors that make Nine Pins a popular winery. It is a thriving local

business that has appealed to the community of Ellensburg. The close proximity to Central

Washington University draws college students, staff and their families in for a fun family

gathering. Ellensburg. Being located at the central point of the state, Ellensburg will benefit from

the addition of another winery. Nine Pins Winery will attract travelers and wine tourists to make

Ellensburg a crucial stop for wine tasting.

The winemaker chose to incorporate elements of the historical bowling alley into the

tasting room experience, setting Nine Pins apart from other wineries. While few lanes were able

to be restored, they are reserved for special events only. Sadly, when the bowling alley closed,

many of the lanes fell into disrepair, and were unable to be preserved. Thus, they were removed

and have been incorporated into the furnishing of the new winery. The building layout works to

recreate the bowling alley ambiance including an area dedicated to the history of the building.

The main entrance opens to a presentation of the history of the building including old

photographs, information, and left over memorabilia left behind at the closure of the former

business. Customers will notice bowling balls, pins, shoe racks and original furnishings as

accents that give this winery a unique style.

Placement % of ProductUpon opening the winery, Nine Pins will be selling via direct sale channels and to on-

premise sale locations. Direct sales will be accomplished via our tasting room and winery

website. Customers will also be able to find our wines at a select few local restaurants in

Ellensburg such as the Palace, Porch, and the Pasta Co.

In the years to come, Nine Pins plans to self-distribute to select Bowling Alley’s with

proper liquor licensing or to their attached on premise sales points in hopes that a bowling

themed wine will have an in with an otherwise un-explored market.

PricingKing Pin Cabernet…………………………………………………………..…….…$32(90% Cabernet Sauvignon, 10% Cabernet Franc)

300 Method Champenoise……………………………………..……………….…..$35(25% Chardonnay, 75% Pinot Nior)

Riesling………….……………………………………………………..………....…...$22(85% Riesling, 15% Sauvignon Blanc)

Sauvignon Blanc……………………………………….……………………………..$20

Chardonnay...…………………………….…………………………………………..$24(MLF, 100% Chardonnay)

Syrah………………………………………………………………………….…..…..$24(100% Syrah)

Merlot…………………………………………………………………………….…..$26(80% Merlot, 20% Cabernet Sauvignon)

Red Blend……………………………………………………………………………..$12(45%, Cabernet Sauvignon, 35% Merlot, 12% Cabernet Franc, 8% Syrah)

Brand LoyaltyNine Pins achieves brand loyalty via a 3 tiered wine club system with each tier having

their own level of benefits. The winery also hosts a number of events each year, many of which

are to be exclusively for upper tier wine club members. Events such as a vintage release parties,

as well as ‘Rock and Bowl’ nights, which will invite Wine Club members to enjoy a night at the

winery, with the few remaining and restored lanes functioning and usable. More public events to

attract customers will include ‘meet the winemaker’ nights, where the wine maker will be in the

tasting room, and offering a presentation of his wines. Other public events revolve around

holidays such as Mother’s day, and local festivals. Loyal customers will be rewarded with the

exclusive feel of the upper tier wine club and the ample opportunity provided to them to feel as if

they are a part of the company. Getting to meet the winemaker, tour the facility, and staying up

to date on the different events and happenings at the winery will help customers/wine club

members to feel involved.

Wine Club Tiers will be organized as such:

Top Level:The 300 Club: 300 member cap with waitlist.

Receive 1 case a year (1 case commitment) split into 3 shipments Receive Access to premium and library wines along with Methode Champenoise 15% bottle discount with free tastings for themselves and 2 guests Quantity discounts (6 bottles increases discount to 20%) Receive news/information via email and/or U.S. mail Receive invites to all Winery events including exclusive Wine Club events Receive first pick for RSVP only events, where attendance is capped off. 1.5 year commitment

200 Club (no cap as of yet) Receive ½ case a year (1/2 case commitment) split into 1 or 2 shipments Access to premium/library wines 15% bottle discount with discount on tastings Receive news/information on the winery Receive invites to most winery events, including some Wine Club exclusive events. Opportunity to be on wait list for 300 club while still in 200 club.

Casual BowlersTargeted toward weekly treaters, who show up to the tasting room and buy by the glass. Entrance

only requires that they sign up, giving the winery email information with which they can receive

the latest updates from the winery, as well as information on public events.

No bottle/shipment commitment Discounted tasting Receive renewable punch-card. 10 punches merits 15% discount on next purchase.

One tasting or glass purchase = 1 punchOne Bottle purchased = 3 punches

Quantity discount (6 bottles in one purchase =15% off) Does not have access to premium or library wines.

DatabasesWine Club membership and information distribution will be handled by the bLoyal®

customer loyalty program. Sales and inventory tracking will be done with the help of the

ShopKeep® Ipad POS system.

Competitive AdvantageSWOT and PEST Analysis

SWOT and PEST analysis are constructed to analyze our business and the competitors

within the wine industry. Businesses use the analysis to see opportunities and threats that may

place the winery below the competition. The SWOT and PEST analysis will allow the winery to

identify areas of improvements and aspects that set Nine Pins apart from other wineries.

SWOT Analysis

Strength Weaknesses Unique aesthetic/ atmosphere 8 varietals Small winery- 2000 cases Reasonable and multiple prices points to

fit the target market New experience to the industry Local business in a small town Wine production in the facility The limited Nine Pins old world, Method

Champenoise The Winemaker is experienced and

studied, Global Wine Studies at Central Washington University

The tasting room and multi-tiered Wine Club

Winery location is in a “pass-thru” town. Tourists will make Nine Pins a stopping point on their road trips across state

Small winery Seasonal Population (eg. College town empty

in the summer) Outsourcing grapes Target market has low-income

Opportunities Threats Community building New business to the wine industry Marketing and Advertising Selling wines to bowling alleys Additional tasting room in Western

Washington Direct sales Opportunity to work with the Global Wine

Studies program at CWU.

Outsourcing the grapes Weather Water supply Large population of underage drinkers in the

area Wine is sought as an expensive, fancy drink to

many young adults. Establishing new winery in an unknown wine

region. Competition of local wine regions.

PEST Analysis

Political Environment RCW restrictions for having production

and entertainment Underage drinking/ influence Driving under the influence TTB Wine industry being governed at the

federal and state levels Shipping laws State rules and regulations Tax Employment

Climate Change Water Supply Soil type/ soil quality Environmental conscious target market Recycle the boxes and the furnishes in the

building

Socio-Economic Technological Creating jobs Bringing revenue into Ellensburg

economy Inflation rates Current economic state in Washington and

Nationwide Careers in wine industry Business/ sales increase

Everything run through the computer database and backed up. (Wine Club, Online website, accounting, sales, revenue, and etc)

Online sales Email blasts Social media (Instagram, Facebook, Twitter) Database software The winery keeps up with technological

advances that can help keep an efficient production.

Sales ChannelsDistribution

Nine Pins customer following will begin in Ellensburg. Through word of mouth and

strong marketing approaches, the brand hopes to expand across state. Nine Pins’ association with

bowling will attract an unique target market mixing wine connoisseurs with bowling fans. The

Nine Pins wine brand matches the consumer’s interest when they are in the bowling atmosphere.

Customers will be drawn in not only by the appearance of the bowling themed label but also by

the quality of wine that is often rare to find in your typical bowling alley. Nine Pins will gain

local recognition and publicity by introducing the wines at tasting events around Washington

State. Once Nine Pins has established brand loyalty and retained a strong customer following

then they will make their presence into other bowling alleys.

Local and/or National and/or ExportCurrently Nine Pins sells wine only in Washington State through direct sales and self-

distribution in a select few local restaurants. When production increases and the demand for the

brand rises, Nine Pins will aim to expand their brand awareness out of state. The long term goal

is to develop and expand our brand awareness beyond our local markets and distribute to those

out of state markets along the Pacific Northwest.

Performance GoalsWhen the winery first opened, the first year goals were to get at least 100 people through

the cellar door each month. They predicted to produce 400 cases and sell through all direct sales.

To support production the winery began a single level wine club in hopes that 200 members sign

up.

About three years down the road the winery did an internal analysis and assessed their

expansion. Today they hope to have at least 200 people coming into the tasting room and making

a purchase each month. Production increased to 2,000 cases in the 3rd year, and in the 4th year the

winery increased to 2,500 cases. The wine club will also expand to a three-tiered system to meet

the different price points and wine consumption levels of the consumers. As of this time the

winery hopes in the near future to self-distribute to restaurants and bowling alleys with on-

premise alcohol serving rooms. The winery’s goals of expanding direct sales into other markets

will be a good starting point to increase production. Nine Pins will still plan on selling 85%

through direct sales and 15% self-distribution.

Nine Pins plans to grow each year as long as there is continual support in production,

wine club members, and interest from restaurants. The ultimate goal of the winery is to be

recognized as the must-see wine destination of Central Washington.