1. LAUBER IMPORTS
&
HART AGENCY

2. CURRENT TRENDS
 The most influential emerging demographic in wine culture is the Millennial segment
 Women, particularly in the white, Asian and African-American categories, continue to buy
more than half the wine that ends up on the table
 Older Millennials (26-34) consume wine with greater frequency (several times a week),
consume more glasses of wine per drinking occasion (2.92 glasses on average) and are
highly experimental, 89% frequently purchasing wine of an unfamiliar brand
 “Wine remains an enigma, a mystery,” “We have to solve the mystery if we want to expand
the consumer base.” - Xavier Barlier, chair of the Wine Market Council’s Board of Directors

3. CURRENT TRENDS
 African-American wine consumers are 2.5 times more likely to buy $20-plus bottles than
other American consumers Scarborough Research, 2012
 Between 2006 and 2011, the number of glasses of wine consumed by Hispanics per
month increased by over 50%
 25% of Hispanics consume wine on a regular basis Mintel Oxygen Reports, July 2012

4. HART AGENCY: ELITE EDUCATORS
BRAND AMBASSADORS
 Provide high-end, specialized selling capabilities and knowledge depth
 Training and in-depth brand/product/category knowledge to distributors, key customers & their staff
and consumers
 Spread the product message on your key brands to drive widespread brand adoption
 Brand Ambassadors provide a value-added service to customers and their staff through training and
service recommendations which can lead to an enhanced consumer experience
 Brand Ambassadors build the relationship to “tell the story” providing sound bytes to staff leading to
recommendation and better informed customers and consumers
 Brand Ambassadors are used to “crack” tough accounts in concert with the distributor sales person

5. HART AGENCY: ELITE EDUCATORS
 The Hart Brand Ambassador Team is a hand picked team of expertly trained, creative and
passionate individuals
 Well traveled, educated & trained: WSET Advanced Certificate, WSET Diploma, CSW, USSA
Sommelier Certificate, FCI Advanced Wines Certificate, etc.
 Part of Hart Agency Mentorship Program
 On average, 8+ years of wine, spirits and beer experience
 Continuous improvement – take classes to maintain competitive edge
 As educators, they are / were the top sellers in top accounts throughout the area and are
consistently requested by key retailers

6. HART AGENCY: HART MULTICULTURAL
The Hart Agency mirrors the New York Multicultural market place
 Over 50% of our NYC brand ambassador, educator and sampler staff is multicultural
 80% of our Hispanic staff is bilingual
 Strong, community minded and passionate Hispanic, African American & Asian American staff
 NYC based Multicultural Market Manager

7. HART AGENCY: HART MULTICULTURAL
What separates Hart Multicultural from other Multicultural Agencies?
Our foundation & guiding principle is: CULTURAL INTELLIGENCE & RELEVANCE
 We must look beyond the features / benefits of the brand
 Focus on, understand and respect cultural nuances
 Effectively embed cultural characteristics into all programming
 The Multicultural Consumers voice matters
 We will earn the right to become a member of their family
 Identify & hone in on unique and powerful cultural insights & triggers

8. PROGRAM IDEAS: WHAT DO CONSUMERS WANT?
 They want a story
 They want to fall in love
 They want to open a bottle and take a journey; A journey to a wonderful and interesting
place
 Only 25% of Americans own passports
 Americans do their traveling in the movie theater, and at the dinner table
 They buy wines to take a journey to another place, and another time
Balzac Communications & Marketing, 2011

9. PROGRAM IDEAS
 Wine Samplings: Passport Series / Lauber Wine Academy
 Consumers receive passport, red and white wine glass
 8 – 10 events at different accounts
 Feature price during sampling event
 Each sampling features a different country / region
 Once they complete entire series, receive certificate
 Product history, food pairing, etc.
 Potential to pre-sell & charge?
 Non-traditional outlets: salons, spa’s, clothing boutiques, etc.

10. PROGRAM IDEAS
 Wine Samplings: A Taste of Luxury
 Target key off & on premise accounts for wine tasting, wine dinners
 Off premise – home entertaining theme, a taste of …
 On premise – A taste of …
 Off premise: Morrell Wine Store, Sutton Wine Shop, Astro Wine &
Spirits, Sherry-Lehmann, The Greene Grape, De Vino
 On premise: Wine & Roses, Ayza Wine & Chocolate Bar, Ten
Bells, Anfora, Bar Boulud, The Barrell, Terroir Tribeca

11. PROGRAM IDEAS
 Wine Dinners:
 Retail partner tie-in
 Tickets available at dinner location & retail partner
 At dinner, retail partner takes orders for bottles / cases
 Restaurants, Steak Houses, Country Clubs, Private Clubs, Universities, Associations,
Golf Clubs, etc.
 Series potential: 3-6-9 dinners at pre-selected accounts

12. PROGRAM IDEAS
 Women / Wives Wine Club:
 In home tasting
 Consumer purchases package at retail location
 3 price packages available: Novice, Enthusiast, Savvy
 Package includes 3-6 bottles of wine, 12 wine glasses, Hart Elite Educator for in home
2 hour tasting
 Hart Elite Educator will contact hostess for appropriate food pairings depending upon
package purchased

13. PROGRAM IDEAS
 E-mail newsletter: The Lauber Insider
 E-mail addresses collected at all events
 Permission based e-mail marketing campaign
 E-mail marketing managed by Hart Agency
 All content to be pre-approved

14. THANK YOU
GREAT LAUBER BRANDS + HART AGENCY ADVANTAGE = SUCCESS
EXCITEMENT
VISIBILITY
SALES