To firmly establish the perceived value and price point of the Quail Hill Estate wines, we organized a clonal/soil tasting for the trade with the winemaker and vineyard manager. SIS maps were adapted and ‘translated’ for the trade. Barrel samples were selected along with the current final blend. Target accounts were identified, and the local distributor was engaged to drive attendance. Fermentation and Farming notes were revamped for the trade, a vineyard map was created, and a Master Sommelier hosted the discussion in each city.

An educational tone was struck in the delivery. Questions were encouraged by the winemaker and vineyard manager, who shaped the general discussion according to a content guide. A light lunch followed to allow the conversation to continue after the presentation. A packet with a mix of branded unbranded background information was provided to each guest to reinforce the messaging. The Dirt to Glass seminar was conducted in San Francisco, Costa Mesa, Las Vegas, Chicago, Dallas, and New York.