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Mon Frère Brand Video
Brand
Background
BRAND BELIEF AND BEHAVIOR
The bonds of meaningful friendships are what keep us connected,
challenged, and give our lives more purpose. Mon Frère celebrates
the bonds of friendship by being the wine that brings people closer
together.
BRAND PERSONALITY
Charismatic, light hearted, honest, passionate
BRAND PURPOSE
To cultivate & celebrate the bonds of friendships that bring us
joy & meaning to our lives.
TARGET CONSUMER
Age: Millennials, 25-34 and secondary target, 35-45
Profile: They are just past the introductory phase of wine,
looking to learn more and explore a range of wines beyond value
brands. They also appreciate the conviviality of drinking a well
made wine with friends!
Brand Background
Key Selling Points
The Mon Frère range is backed by an exceptional winemaking team, led by
Tom Hinde.
Mon Frère is produced by Taub Family Vineyards, whose wines have an
established track record with 90+ ratings.
California Cabernet Sauvignon, Chardonnay & Pinot Noir in the $13.99 -
$16.99 price segment have shown strong growth in volume and value over the
past 4 years. (Source: Nielsen 52 wks ending 2/23/19)
Packaging
Packaging
Screw
Cap
• Whimsical but sophisticated design
• Each varietal has a different illustration
• Chardonnay is screw cap, while reds are cork
• Shipper design matches packagingFirst 500 cs of
Chardonnay will
be in cork
Label Details
Friendship
Symbol
Special
Edition
Friendship
Quote
Brand StoryDifferent for each
varietal
Hand drawn, custom
illustration, different for
each varietal
Labels – Full Range
THE
WINES
ChardonnayWine Style Profile
Mon Frère$15.99 SRP
$12.99 Promo
Butter$13.99
Josh$12.99
Kendall Jackson$12.99
Steely,
un-oaked, crisp
and lean
Rich flavors
of toasty oak
and butter
The Mon Frère Chardonnay style leans more toward a fresher style with
judicious, though not dominant, use of oak.
Murphy-Goode$12.99
J. Lohr$12.99
Cabernet SauvignonWine Style Profile
Joel Gott$15.99
J. Lohr$15.99
Josh$12.99
Carnivor$10.99
Light, fruit-
forward and
quaffable
Bold, concentrated,
dense fruit with
defined tannic
structure
The Mon Frère Cabernet Sauvignon style expresses concentrated and ripe fruit
with firm tannin structure while remaining approachable and smooth.
Mon Frère$16.99 SRP
$14.99 Promo
KJ Vintner’s Reserve$17.99
Murphy-Goode$12.99
Pinot NoirWine Style Profile
Hahn$12.99
Dreaming Tree
$12.99
Bread& Butter$13.99
Meiomi$19.99
Estancia$11.99
Ripe, rich fruit
and round
tannins
Light, fresh
and fruit
forward
The Mon Frère Pinot Noir style delivers ripe, aromatic rich fruit and velvety
round tannins.
Mon Frère$16.99 SRP
$14.99 Promo
Josh$15.99
CHARDONNAY
Tasting Notes
Beautiful delicate golden color with aromas of citrus, pear and stone fruit lined with floral notes and a hint of
nutmeg and vanilla on the finish. A rich, round mouthfeel with perfectly balanced acidity and minerality followed
by a refreshing finish.
VARIETAL: 100% Chardonnay
PRODUCTION AREA: This wine is a blend of Coastal Ranches, Lodi Ranches including Mendocino, Lodi and Monterey. The growing
sites add layers of ripeness, fruit flavors and acidity structure in this hand tended fruit. A blend of clones Dijon
95 and 76, mature vine clone 4.
VINIFICATION:
Grapes were gently whole cluster pressed. The juice was settled off heavy lees and tank fermented.
Temperatures were in the 65-72°F degree range. Using Burgundy Isolates yeast, the wine underwent only partial
malo-lactic (ML) fermentation in tank. Aged in 100% French oak for 10 months.
TECH INFO: pH: 3.56 - TA: 5.99 g/L - Alcohol: 13.5 %
SERVING SUGGESTIONS:
Ideal with cream sauces, seafood, and poultry dishes.
CABERNET SAUVIGNONThis Cabernet Sauvignon has a rich garnet color with deep, purple layers. On the nose, this wine has aromas of plum and
blackberry, layered with elegant floral tones of lavender and sage that enhance its vanilla tones. Fruit explodes on the palate
with bold texture and a juicy mouthfeel. Bright acidity compliments the rich flavor profile and delivers a long finish .
VARIETAL: 90% Cabernet Sauvignon, 7% Merlot, and 3% Tannat
PRODUCTION AREA:
Grapes are sourced from vineyards on the North Coast (Napa, Sonoma, Lake and Mendocino Counties), Lodi and Paso
Robles. Coastal growing sites add layers of ripeness, fruit flavors and acidity structure in this hand tended fruit.
VINIFICATION:
Harvested in late September. All of the fruit is hand-sorted, fully destemmed and crushed in stainless steel tanks. Cold soaks
(5-7 days), warm fermentations (85-90 degree range), and moderate pump-overs. Total skin contact ranged from 18-25 days.
Full malolactic fermentation on lees using Native yeast and D254. Aged for 9 months in 90% French and 10% American oak.
Only 10% new oak is used each year.
TECH INFO: pH: 3.62 - TA: 5.88 g/L - Alcohol: 13.5 %
SERVING SUGGESTIONS: An excellent match for the most flavorful of foods. Enjoy with red meats, including grilled
beef and lamb, pasta dishes, rich sauces and ripe cheeses.
Tasting Notes
PINOT NOIR
Tasting Notes
Vibrant purple-garnet in color with enticing aromas of cherry, raspberry and plum, and a faint violet hint surrounded by subtle
spice from integrated French oak barrel aging. Well balanced palate with refreshing acidity and luscious tannins yielding a plush
weight and a soft, silky mouth feel.
VARIETAL: 100% Pinot Noir
PRODUCTION AREA: A blend of Sonoma Coast vineyards, Santa Rita Hills Vineyards in Santa Barbara and Santa Lucia
Highlands and Vineyards in Monterey. A full spectrum of Pinot Noir clones are represented in this wine. Older traditional
California selections such as Martini, 2A, and Pommard are complemented by a variety of Dijon clones (115, 667, 777 and 828).
VINIFICATION: Grapes are harvested in early September. All of the fruit is hand-sorted and fully destemmed with no
crushing. Cold soaks (4-5 days), warm fermentations (85-90 degree range), and minimal punch downs. Total skin contact ranges
from 11-18 days, with wine put to barrel on the lees for malolactic fermentation. Racking is minimal, with only one base blend
to allow the new wine to “marry” in the barrel before bottling. Native yeast is used on small lots using cultured burgundy
isolates. Aged 10 months in 100% French oak (25% new oak).
TECH INFO: pH: 3.72 - TA: 0.542 g/100 ml - Alcohol: 14.1 %
SERVING SUGGESTIONS: Enjoy with grilled and roasted meats such as lamb, pork or chicken and dishes made with light
sauces. A match for medium aged cheeses.
NIELSEN
DATA
• California wines across major price segments have grown in volume the past 5 years.• The $13 - $16.99 segment has increased 7.7% or 405K cases in the last year.
CALIFORNIA WINES VOLUME GROWTH 2016 TO 2018 BY PRICE SEGMENT (750ML)
Source: Nielsen 52 wks ending 2/23/19
Top 30 750ml California Wines Cases, by Brand, for Cab Sauv, Chardonnay, Pinot Noir
• Kendall-Jackson, Josh, Robert Mondavi & Clos Du Bois are the leading brands that sell all three types.
• Meiomi, Mark West & Mirassou are predominately Pinot Noir with a small portion of Chardonnay.
• Kendall-Jackson sells predominately Chardonnay in their portfolio.
• Josh & Robert Mondavi sell predominately Cabernet Sauvignon.
Source: Nielsen 52 wks ending 2/23/19
Marketing
Campaign
&
POS
Lead Creative
Fun, hi-energy life-style images evoking those special moments shared with close friends!
Marketing Materials
Pole Topper 3 Case Rack
Case TalkerFloor Decals
Ceiling
Dangler
Not final design
Available July 14th in FLOW Available May 1st in FLOWAvailable May 1st in FLOW
Available May 1st FLOW
Available August 1st in FLOW
Not final design
Marketing Materials
Sales Goal Tracker Poster
Cold Box StickerPosters – 3 Types
Team up sales
managers to reach
goals (PODs/Cases).
Customizable tracking
posters enables you to
write in goals. Write
team member names
on movable boxes and
move the boxes up as
they reach higher sales.
5K Cases
20 New PODs
• Image not final• Custom printed
upon request
Available May 1st in FLOWAvailable May 1st in FLOW
Winery Packed Bottle Neckers (6/per 12 pk cs)
Marketing Materials
Tattoos:2 Designs
BraceletsPolo Shirt
Design not final
Available mid July in FLOWAvailable May 1st in FLOW
Available mid August in FLOW
PRICING / BUDGET
Brand DATE
Supplier 3/11/19 Brand 1
Country of Origin 6/1/19 Brand 2
Business Unit 3/15/19 Brand 3
Ship Points 3/20/19 Brand 4
Brand Development Director 3/15/19 Brand 5
Brand Manager Yes
US resident Brand Ambassador Yes
L (cm) W (cm) H (cm) H (in) L (in)W
(in)CS
Layers
CS
per
layer
Mon Frere Chardonnay 14.10% 750ml 12 0-86785-49415-9 10086785-49415-6 35.56 26.67 30.18 36 56 4 14
Mon Frere Pinot Noir 13.90% 750ml 12 0-86785-49418-0 10086785-49418-7 36.2 27.46 30.28 40 56 4 14
Mon Frere Cabernet Sauvignon 13.90% 750ml 12 0-86785-49416-6 10086785-49416-3 31.27 23.5 31.9 36 56 4 14
Extra SP for kickoff
Time period for extra SP
Sampling program available?
Launch Meeting $$ available
Sales Sheet for Kickoff Ready
Video for kickoff? (y/n)
FOB DI FOB WWTarget btl
Wholesale
Target
RetailSRP
$69.00 $8.00 $13.99 $15.99
$85.00 $9.33 $14.99 $16.99
$85.00 $9.33 $14.99 $16.99
$13.99 $12.00 $2.00
$13.99 $12.00 $2.00
ON
SP/cs
Display target (cs)
$10.00
3
Indy
Chain
Club
Indy
Chain
1
2
No Club Yr 1
3
4
The bonds of meaningful friendships are what keep us connected, challenged, and give our lives more purpose. Mon Frère celebrates the bonds of friendship by being the wine that brings people closer together. Mon Frère Winery champions the very best in quality sourcing, winemaking and exceptional value from California. With the combination of delicious wine in an engaging package, a comprehensive suite of marketing tools, compelling pricing and supports, and entry into a growing category, Mon Frère will serve as both as an innovative entry into the premium California segment and as a pillar of PBI's integrated California strategy.
PricingBrand rationale/essence and additional notes
Off Mix Target
On Mix Target
Mon Frere Cabernet Sauvignon
PRODUCT DESCRIPTION
PALLETSBOTTLE
35%
Promo BTG Target DA support
$11.99 $10.00 $2.00
Josh
J Lohr
Kendall Jackson
Joel Gott OFF
Mon Frere Chardonnay
Mon Frere Pinot Noir
Tech Information
Brand Info
State registrations initiated?
Pete Willcock / Michael Goldenberg
Susan Bocanski
Core account type target
Timing Brand targets/Supports
PRODUCT
DESCRIPTION
Key competitive set
SCC CODE
National Accounts Pitched
Discuss launch investments with
Pete & Michael
Yes
Yes
Kickoff Budgets and Materials Marketing materials and POS Avaialble
Pole topper, case talker, floor decal, 3cs rack, cold box sticker, bottle
neckers, posters, golf shirts, bracelets (with friendship symbol), tattoos
(of friendship symbol)
Discuss launch investments with
Pete & Michael
Discuss launch investments with
Pete & Michael Yes
11-Mar-09Mon Frere Launch Worksheet
Alcohol
content SIZE BTLS PER CASE FULL UPC CODE
GROSS
WEIGHT
POUNDS
DIMENSION CM.
DIM. CUBIC
FEET
65%
Murphy Goode
Date Product will be ready to order
Target Launch Date (month & year only)
Information Date
TTB label approvals complete?
Date Samples are Ready
Date Product will be avaialble to ship
Mon Frere
TFV
USA
PBI
WW
• Mark West, Mirassou, Meiomi
• Independent Stores, National and Regional ChainsTARGET ACCOUNTS
• La Crema, Bogle, JoshCHARDONNAY SHELF
ADJACENCIES
CABERNET SHELF ADJACENCIES
PINOT NOIR SHELF ADJACENCIES
• J. Lohr, Josh, Robert Mondavi
Off Trade Channel Strategy
On Trade Channel Strategy
• Casual Dining: Steak, Seafood, American Wine Bars, Hotels, Premium Catering.
• Independent, ChainsTARGET ACCOUNTS
• Kendall Jackson, J. Lohr, Josh• Present full range of varietalsTARGET BRANDS
• Account specific POS can be developedPROGRAMMING
Marketing Tools in Development
• Trade Advertising – TBD June/July Beverage Media
• Social Media Sites (Facebook & Instagram) – Live in June
• Influencer Campaign - Summer
Launch Timeline
• Finished product samples being sent out week of March 25th
• Product Available to order WW: March 25th
• Wholesalers Presentations: April/May
• Target Launch: June 1st
Sales Incentive Ideas
• Tickets to: Sports Game, or Concert or Spa
treatment (with a friend)
• Trek Bike
• Catered Tailgate party
• Get creative! Available to assist w/ ideas
Distributor Launch Kick-off Meetings - Ideas
• Launch Video available
• Pairing up Sales Managers to reach goals
• Karaoke duet at meeting
• Printed Score Board tracking teams’ progress toward
goal
• Brand and Marketing team available to assist in market.
• MAKE AN IMPACT! All ideas open for discussion
with brand team.
Ready to soar !!!!!
