Brenna Patterson MSCM 370 | PR Campaign- R. Stuart & Co.

Situation Analysis
Mission and Goals R. Stuart & Co. is a winery located in the granary district in downtown McMinnville and was established in 2002. R. Stuart does not grow any of its own grapes but instead buys the grapes from various vineyards to make its wine. It sells a variety of both red and white wines but its primary products are pinot gris, pinot noir, and a brut sparkling wine. Along with its winery, R. Stuart also has a wine bar located on Third Street in downtown McMinnville for tasting. R. Stuart does not have a mission statement, but its house rules are the closest document for R. Stuarts philosophy and organization. These house rules are written on a chalk board in its wine bar and are clearly identified on its public website. 1. Protect and respect the fruit and its grower. Be honest and forthright and true (Scouts honor!) to the flavors and the sustainability of Oregons viticulture. 2. Ditto for our friends and customers: Discerning, intelligent, savvy. A lot of wine for not a lot of money, thats what you deserve. 3. A little wood goes a long wayno need to mask great fruit with too much new oak (see Rule #1) 4. Single vineyard bottlings are always interesting. Never the less, the whole is greater than the sum of its part (who said that?). Blending fruit from different vineyards ensures that we are making the best possible wine for you (see Rule #2). In Rob we trust. 5. Cork or cap? Oh, the heartbreak of opening a much-anticipated bottle of wine and (sigh) its corked. We couldnt do that to you, or to that beautiful wine we put in that bottle 1

(back to Rules #1 & #2). Never again! Because weve chosen alternative closures: Stelvin, the state-of-the-art screw cap for the wines we know youll be drinking young, and SupremeCorq for the ones we think you might hold on to for awhile. 6. Scores, schmores. You know what you like and so do we. Submit our wines to the critics? Nope, not us. We dont play that game. Come on, you be the judge. 7. Good friends, good food, good wine period. (R. Stuart & Co. website, About, HouseRules) R. Stuarts overarching goal is to create a memorable experience for its customers through their enjoyment of its quality, affordable wines. Its house rules illustrate R. Stuarts gregarious and welcoming attitude it has towards its customers. R. Stuart wants customers to feel like they are a part of the R. Stuart family. Maria Stuart, co-owner and director of marketing, says that a goal of R. Stuart is to provide good quality wine at an affordable price. Another goal is to create an atmosphere that is inviting and memorable both for customer interaction at the wine bar and when a customer drinks R. Stuart wine. Maria also explained that some overarching goals are to increase its wine club members and drive more traffic to its wine bar. Another overarching goal is to create products that will consistently make a profit for R. Stuart each year. (Maria Stuart, personal communication, February 28, 2012). External Environment The wine industry in the Willamette Valley is known for its collaborative efforts among wineries compared to other wine areas. There are a lot of wineries in this area that R. Stuart is in. There are also start-up wineries popping up all the time, which means more wineries for R. Stuart to compete with. The wine industry is a very distinct environment in its language and personality. Historically, most wine drinkers were an older demographic and somewhat snooty or 2

pretentious. A trend that is emerging is a hipper, younger generation of wine consumers with a high level of respect for good wine (personal communication, Maria Stuart). Competition has only increased for R. Stuart since it began 10 years ago. The industry is always growing, which means fewer ways to differentiate itself from the competition. Economic conditions could also pose a threat to R. Stuart. Its Big Fire label is not the cheapest wine on the grocery store shelf with a price point at about $20. If the economy continues to stagnate and households have less disposable income, they could stop purchasing wine. R. Stuart also makes money from of its wine club members. When the economy is bad, consumers are less likely to commit to buying wine on regular basis from R. Stuart. On the flip side, Big Fire is very affordable for a quality, Willamette Valley pinot noir. Therefore since the economy is still pretty weak, consumers are likely switch to Big Fire to save money if they were regularly buying $50 pinot noirs on a regular basis. There are certain cultural trends that could present an opportunity for R. Stuart. The Willamette Valley is a very popular travel spot for wine drinkers, and tourists present a great opportunity to increase R. Stuarts wine club members and spread the knowledge of the brand to its other distribution areas. Another cultural factor is the rituals and values of wine drinkers. A lot of wine consumers have rituals of drinking wine with dinner, bringing wine to dinner parties, or buying wines for gifts. This is especially true of the hipper, younger generation of wine consumers that is emerging as a top trend in the wine industry. All of these rituals present an opportunity for R. Stuart to provide the product for these rituals. This could align with PR strategies to target the audience. Wine consumers also value the experience of drinking wine and pairing it with good food. R. Stuart creates experiences with its wine and communicates this feeling of drinking its wine to its customers. R. Stuart has the opportunity to share its values that 3

are similar to its consumers through various outlets. Currently, R. Stuart has one rack card it uses to distribute in the McMinnville area. There is a postcard of its house rules R. Stuart gives out at tastings and to share with people who want to know more about R. Stuart. It also communicates these values through newsletters sent to customers that are a part of its email list. R. Stuart does not have a brochure targeted at attracting new customers to put in areas outside of McMinnville. I see this as an opportunity for R. Stuart. One of Marias philosophies is that she wants to sell wine to people they would want to have dinner with. Communicating these values and the experience of drinking R. Stuart wine is an opportunity for a PR strategy (Maria Stuart, personal communication, March 16, 2012). There are also some other trends in the wine industry that could pose an opportunity or a threat to R. Stuart. Many wineries, particularly in the Willamette Valley, are moving towards a more sustainable effort and offering organic wine to their customers. R. Stuart was one of the early wineries to implement the use of screw caps in the Yamhill Valley wine area (Maria Stuart, personal communication, February 28, 2012). R. Stuart also uses glass corks for its reserve wines bottled after 2007, which can be reused. It even has a bowl in its tasting room for old glass corks that people can drop off to be cleaned and reused for other wine. The use of these glass corks is a differentiating factor that would be rare to see at other wineries. This would be a great opportunity to highlight R. Stuarts sustainable efforts through PR. The weather is an external factor that highly affects the wine industry. A good crop could mean the success of a winery for a given year. Since R. Stuart blends other grapes from vineyards it, R. Stuart has the ability to be selective with grapes it chooses. Therefore, the weather does not impact R. Stuart as much as its competition.

The technological trends that will affect R. Stuart are the explosion of Web 2.0 and the ability for consumers to speak their mind about a product on many different digital platforms. Bloggers on social media sites are becoming very influential. Wine reviews online by bloggers and consumers are also a huge trend right now on blogs and other social media networks such as Facebook and Twitter. R. Stuart needs to have an active voice on various social media platforms, and it needs to build brand awareness across all of these platforms. This could also present an opportunity for R. Stuart to differentiate itself from competitors and communicate with its publics on a personal level. Product/Service Analysis R. Stuart has different labels sold at different price points that target different markets. The Big Fire label is a fun, inviting, everyday wine that is sold for retail at a price around $20. They produce and sell the most of this label. R. Stuart uses its R. Stuart & Co. label for its aged, more traditional pinot noir blends. This label includes single vineyard wines and R. Stuarts benchmark pinot noir blend it calls Autograph. These wines are at a higher price point at around $50. A differentiating characteristic of R. Stuarts wine is the quality of wine you get for the money you pay. Big Fire has a very reasonable price for its quality. Maria calls the Big Fire label a serious wine without the serious attitude (Maria Stuart, personal communication, February 28, 2012). Another differentiating characteristic for R. Stuart that I consider one of its greatest strengths is the companys reputation and brand image in its community. R. Stuart is involved with many non-profits in the area and is constantly showing support and donating its products to good causes. The brand is very inviting, and R. Stuart develops a very good relationship with its

customers who interact with the brand beyond its product. This good reputation and ability to connect to customers on a personal level will help leverage the PR tactics in my campaign. Compared to its competitors, R. Stuart is able to be very consistent with the taste of its wine because it chooses the grapes for its blends. Its competitors that have estates are very limited to the quality of the harvest that year. As I have mentioned, R. Stuarts strong reputation and inviting culture sets them apart from competitors. Its Big Fire label has a very competitive price, and its reserve wines offer an even higher quality for its price. In my opinion, Big Fire is better quality than its competitors at that price point. R. Stuart must also compete for business with the other tasting rooms in downtown McMinnville. After visiting other tasting rooms on Third Street, I have concluded that a customer will have a better experience tasting wine at R. Stuart based on the employee interaction and comfortable atmosphere and will be more likely to come back to R. Stuart. Target Audience Maria has explained that a there is a new trend she is seeing with younger adults becoming very active in the food and wine industry. A majority of R. Stuarts current customer base consists of more sophisticated adults above the age of 45. R. Stuart needs to continue to satisfy this well-established older demographic but cultivate more of the younger, hipper crowd that is emerging as an important public in the wine industry (Maria Stuart, personal communication, February 28, 2012). This younger audience is men and women between the ages of 25 and 35 that live in large metropolitan areas within the 38 states R. Stuart distributes to. These younger adults have a college degree and currently have a full-time job with a steady income. They are socially active

with their friends, often hosting or attending social gatherings. This target audience also loves to experience new things and has an interest in travel. They partake in certain rituals that include wine with dinner, bringing wine as gifts to dinner parties, and drinking wine before they go out on the town. These people value the quality of good wine and respect brands with a strong reputation and corporate social responsibility in their community. They value the relationships they have with their friends and family. They also value friendliness and good customer service when they purchase a product or service. These people are very tech savvy and heavily connected through social media platforms. They are always interested in the latest trend and want to interact with their favorite brands and get involved in discussions in their online community. Opinion leaders for this group include the online bloggers in the wine industry or consumers that review a lot of different wine online and talk about it. For this specific target audience, younger, hipper wine bloggers that are very active with social media will be important opinion leaders for this group. I will call this target audience young bon vivants. This name will identify the various demographic, lifestyle and psychographic elements that are specific to the target audience this campaign will target.

The Plan
Goal The situation analysis identifies a current trend in the wine industry of younger adults becoming very active in the food and wine industry. R. Stuart has noted that it is difficult to reach these consumers with the increased number of wineries in the industry with flashy labels that fight for the attention of this younger audience. A majority of R. Stuarts current customer base consists of consumers above age 45. This campaign will address this increasing trend and an opportunity for R. Stuart to reach these younger wine consumers. The goal will be to raise 7

awareness and interest about the R. Stuart brand in young bon vivants living in Portland. The campaign plan will target the audience in the Portland area to test its success before implementing into the other distribution states. This campaign will be the first part in a multi-part campaign targeted at this younger wine consumer. The next phase, after initially getting this audience aware of R. Stuart and interested enough to try a bottle of R. Stuart wine, is to motivate them to make a second, repeat purchase. The next phase will be to increase brand loyalty by involving them in the R. Stuart experience and strengthening brand awareness. The goal in this stage will be for the audience to sign up for the mailing list and become brand loyal. The final phase of this campaign will be for this audience to become a wine club member, therefore adopting R. Stuart as their wine of choice. This multi-part process follows the diffusion of innovation theory, with the first two stages in the adoption process, awareness and interest, being achieved in the first step. Evaluation and trial will be the focus of the second phase when the audience purchases the wine. The last step is to adopt the R. Stuart brand by purchasing R. Stuart wine frequently or becoming a wine club member. These young bon vivants are influencers in their social circles through word-of-mouth and digital recommendations and references. This behavior will increase R. Stuarts sales beyond the campaign. This particular campaign plan will focus on achieving the first steps of the diffusion of innovation process by raising awareness and interest in this group. Objective The objective for this campaign will be to make 14,300 members of the target audience aware of the R. Stuart brand and to raise interest among 10% (or about 3,000 individuals) of

these young bon vivants in trying R. Stuart wine. According to the 2010 Census, there are 114,369 25-34 year olds in the Portland City area (Census data; 2010). I have determined that only about a quarter of these individuals fit the category of a young bon vivant. This means there are 28,592 young bon vivants in the Portland area for this campaign to target. This objective would be to raise awareness in at least half of these bon vivants (14,300). The campaign will also aim to get at least 10% of this young bon vivant population to try R. Stuart wine (10% of 28,592 is about 3,000). This objective follows the first two steps of the mental process of adoption described in the diffusion theory: awareness and interest. These steps are very difficult to complete for R. Stuart because of the wide selection of wine available to these consumers. This campaign plan will be crucial in order for the following campaigns to have success. This part will set the foundation to increase the customers of this age demographic and ultimately increase the wine members for R. Stuart. Strategy 1 The first strategy to raise awareness and interest will be to distribute information about R. Stuart in areas young bon vivants spend a lot of their time. Many people in the McMinnville community know what R. Stuart is and the reason why it is such a great winery. People outside of McMinnville are not as aware of R. Stuart, even though Big Fire is sold in their local grocery stores. These people miss out on the experience that differentiates R. Stuart from the rest. This strategy will aim to solve this problem by educating the target audience about the who/what/where/and why of this winery to create awareness about the brand and interest in visiting the winery and trying the wine.

Tactic 1 The first tactic to achieve this strategy is to create informational brochures to distribute to restaurants, hotels, festivals, and events that are popular hangout spots for the target audience. The purpose of the brochure will be to educate the audience about R. Stuart winery, to promote Big Fire wine, and to convince the audience to visit the wine bar in downtown McMinnville. The brochure will communicate that R. Stuart is a trendy winery that has quality wine at a very affordable price. The brochures will be delivered by R. Stuart employees to social gathering spots of the young bon vivant group. A good place to start would be restaurants that are hip and already sell R. Stuart wine so the audience could try the wine when they are there. Brochures will also be placed at trendy restaurants such as the Doug Fir Lounge, The Original, and Clyde Common (Portlandrestuarants.com). These brochures will also be placed in hotels that have popular bars and restaurants. These hotels are often social gathering spots for this young bon vivant group. Examples of hotels to place the brochures are Ace Hotel, Hotel deLuxe, Hotel Lucia, Jupiter Hotel, and The Nines Hotel, (Fabsearch.com). R. Stuart could also have a presence at the Saturday market or other local events that attract the target market for them to pass out the brochures. There will be 14,300 brochures printed; therefore, it is assumed that this tactic will be able to raise awareness in 14,300 young bon vivants, which is the campaigns objective. Strategy 2 For this strategy, R. Stuart will co-host a fundraising event with the Doug Fir Lounge to raise money for the Oregon Humane Society (OHS). The event will be a fundraiser dinner with wine tasting, a buffet and live music from a very popular group among these young bon vivants, 10

Pink Martini. The location and live music will attract members of this target audience even if they have never heard of R. Stuart. All of the proceeds from the event will go to support OHS. The target audience for this campaign has a high interest in and involvement with this local cause, so this interest and goodwill will transfer to R. Stuart because of its support. Creating an event like this will create media buzz, create goodwill for R. Stuart, and get the R. Stuart brand in the mind of event participants. This event will also extend R. Stuarts community involvement to Portland since this is an area that is very important to the brand. The success of this strategy will be determined based on the number of people who attend the event. It is assumed that everyone who attends the event is made aware of R. Stuart. The second and third stages of the diffusion process will be applied with this tactic because R. Stuart wine will be served at the event. If attendants are interested, then they will taste the wine. This will facilitate the evaluation and trial stages. R. Stuart will then get a good idea about the participants that adopt the wine and either sign up for the email list or buy a bottle of the wine. Measuring the effectiveness of each of the tactics below could be achieved by having a short questionnaire about how the person heard about the event online when they purchase the ticket on the R. Stuart website. This tool will help to measure the effectiveness of each tactic for this strategy. Tactic 2 The first tool to use for this strategy is to create a 60-second public service announcement (PSA) intended to announce this event that R. Stuart is co-hosting to raise money for Oregon Humane Society (OHS). The PSA script will be sent to 105.1 The Buzz, 100.3 Z100, 94/7 FM, 98.7 KUPL, 99.5 The Wolf, and Mix 96.1. All of these radio stations most likely be listened to 11

by the target audience. The PSA script is intended to run in a series of radio spots in advance of the event to announce the details of the fundraising event so the target audience can attend. The PSA script will have information about the local cause and what it does for the local community. The rest of the script will give listeners complete details about the fundraising event including information about the co-sponsors. Even if listeners do not end up attending the event, brand awareness will be increased by the PSA. Evaluation of this tactic will be determined by the reach and frequency of each radio station. Interest will be measured by the number of people who attend the event because they heard the PSA on the radio. Tactic 3 Another tactic for this strategy will be to write a press release to send to a news publication to announce that this event is occurring. The press release will be sent to various news publications around Portland including the Oregonian, Willamette Week and The Portland Tribune. This tactic will include similar information to the PSA script but will be more centered on R. Stuarts involvement in the event. Interest and awareness raised will be measured by the readership data for each publication that runs the story and by the answers on the questionnaire for the people who read about the event from a news publication. Tactic 4 The last tactic to be used for the event strategy is to write a pitch letter to get a feature story written about R. Stuarts impact it has had in its community in the past ten years. The story will introduce R. Stuart to readers and discuss its involvement in the McMinnville community. The pitch letter will be written to Mix Magazine because the content for the issues would be of 12

high interest to its readers. There is even a separate winey section for the issue. Young bon vivants are included as Mix Magazine readers because the magazine gives information about the latest and greatest food, drinks and events in Portland. Another pitch letter, customized to fit the publication, could also be sent to another magazine publication like Edible Portland. The feature story will not only distribute more information about R. Stuart to its readers, but it will announce the event and hopefully get readers to attend. Interest and awareness will be measured by the readership and circulation information for this magazine as well as those who heard about the event from the feature story written. Strategy 3 This strategy will focus on utilizing social media to reach this target audience and educate them about the R. Stuart brand and join the online wine conversation. The target audience is active users on social media so reaching them online is very important. By reaching these young bon vivants and communicating with them, R. Stuart will be able to increase and establish brand awareness online to this group. R. Stuart currently has a very effective online presence on both Twitter and Facebook. This strategy will be to continue what R. Stuart is currently doing but try and focus on communicating and interacting more with this target audience. Tactic 5 This tactic will be to utilize the communication power of Twitter to reach young bon vivants. R. Stuart should follow social gathering spots of this target audience (restaurants and hotels included in the previous tactics; Doug Fir Lounge, Ace Hotel, etc.). This tactic could get R. Stuarts name come up on the target audiences feed if any of the spots retweet R. Stuarts tweets. This could lead to young bon vivants checking out the R. Stuart website and even

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following R. Stuart on Twitter. This tactic will be measured by tracking the amount of new followers R. Stuart gets in the time allotted for the first campaign. Tactic 7 This last tactic would be to run a contest on Twitter, similar to the Me and My Big Fire contest, but target specifically young bon vivants. R. Stuart could even get local spots in Portland to get involved by telling their customers about the contest. R. Stuart could print #ILoveMyBigFire on the label with a web address directing consumers to a website explaining the contest rules. The idea of the contest would play off the Big Fire meaning of getting people together for good experiences. The winner would have the best photo and tweet about their social gathering or event party that Big Fire was drank at. For example; #ILoveMyBigFire every wine Wednesday when my roommates and I invite our neighbors over to catch up. These are just brainstorming factors but the point of this tactic is to leverage this contest on Twitter to create a buzz among Twitter users and hopefully increase R. Stuarts following of the young bon vivants. It can also be assumed that if young bon vivants follow R. Stuart due to this contest, then interest and awareness were raised. Conclusion R. Stuart has a lot of differentiating factors that could easily attract new customers if the key attributes are communicated. Leveraging tactics in order to target this very selective group of growing wine consumers would not only increase R. Stuarts current customer base but would also perpetuate continued business and growth for the future because of young age of these consumers and the power of influence they have over their peers. If this campaign proves to be effective from the measurements of each tactic in the Portland area, the campaign should be

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extended to additional cities with a different fundraising event in each city. The campaign is part of a multi-step process and R. Stuart has a lot of opportunities to increase not only its customer base but also its current wine club members with continuing this campaign. R. Stuart has such a strong brand that continuing to raise interest in these customers who are made aware of R. Stuart will be an easy task with the right PR planning. I have enjoyed working with R. Stuart and creating this campaign plan. My hope is that the campaign can achieve some main goals that R. Stuart has and to communicate the message that R. Stuart is a winery that offers a special experience unlike anything I have seen in the wine industry.

References R. Stuart & Co. website, About Us, House-Rules. Received from http://www.rstuartandco.com/about/house-rules/ Portland Restaurant website. Trendy/Hip restaurants. Retrieved from http://www.portlandrestaurants.com/theme.cfm/theme/38/order/1/StartRow/1 Fabsearch. Portland places to stay. Retrieved from http://morewaystowastetime.blogspot.com/2007/10/wanderlust-portlands-hip-hotels.html Census information. 2010 Census Interactive Population Search. Or-Portland City. Retrieved from http://2010.census.gov/2010census/popmap/ipmtext.php?fl=41

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528 NE Third Street McMinnville, Oregon 97128 Contact: Brenna Patterson (541) 520-8808 brennap@rstuartandco.com FOR IMMEDIATE RELEASE R. Stuart & Co. and Doug Fir Lounge Sponsor Event to Benefit Oregon Humane Society PORTLAND, OR (May 17, 2012) R. Stuart & Co. and the Doug Fir Lounge will cosponsor a fundraising wine tasting and dinner with the proceeds going to the Oregon Humane Society (OHS) on Saturday, June 16. This event is to raise money to help support the 11, 521 animals OHS adopted last year and to assist them in building a new animal shelter.

The event will be held at the Doug Fir lounge at 830 E. Burnside in Portland. A wide selection of R. Stuart wine will be available for tasting, including the 2011 Big Fire Dry Ros. A buffet of the Doug Firs favorite entrees will be available at dinner. Guests will also enjoy live music from the popular musical group, Pink Martini during the event.

The Oregon Humane Society adopted three to four times more animals than the national average last year. That is a huge responsibility and we want to ensure OHS has enough resources to support these animals. What better way to support such a great local organization than to celebrate its success by drinking wine, eating food and listening to music with good friends, said Maria Stuart, co-owner of R. Stuart & Co. -more1 of 3

Doors will open at 5:30pm for the tasting featuring two different flights to choose from. The dinner will be served at 7:00pm. Tickets for the fundraising event are $35, which includes one tasting flight, dinner and a 20% discount on all wine purchases. Tickets can be purchased online on the event page at www.rstuartandco.com/ohsfundraisingevent. Guests can purchase an additional flight online for only $5 more. R. Stuart wine club members will receive one complimentary tasting flight.

OHS is the oldest and largest humane society in the Pacific Northwest. OHS is not affiliated with any organization and receives no tax dollars for support. This organization relies entirely on private donations for everything it does. These efforts include sheltering abandoned animals, fighting cruelty and neglect, and working to build a caring, compassionate community in Oregon. Taking on a project like building a new shelter would not be possible without the donations we receive from organizations like R. Stuart and Doug Fir Lounge. We are very pleased both are willing to donate their time and money to get others involved in the donation process, said Sharon Harmon, OHS executive director. ### About R. Stuart &Co.

R. Stuart & Co. (www.rstuartandco.com) is a winery located in downtown McMinnville that was established in 2002. It sells a variety of both red and white wines but its primary products are pinot gris, pinot noir and a brut sparkling wine. Along with its winery, R. -more2 of 3

Stuart also has a wine bar located on Third Street in downtown McMinnville for wine tasting.

R. Stuart is heavily involved in the McMinnville community with volunteering and donations. This winery wants to extend its involvement into the Portland community. To find out about more fundraising events and local causes R. Stuart supports, visit the event page on its website rstuartandco.com/events.

-more-

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May 21, 2012 Danielle Centoni, Editor Mix Magazine dcentoni@oregonian.com 503-221-8591

RE: R. Stuart & Co.Winery- Making an Impact In Wine Country Dear Danielle, Portlanders are always interested in reading about the latest trends in the food and wine industry and also what these organizations are doing in its community. The Willamette Valley is becoming one of the most popular wine regions in the country. One of the wineries in this area, R. Stuart & Co., is celebrating its ten year anniversary this year. It has made an incredible impact on its community in McMinnville and has plans to extend its volunteerism to the Portland area. This winery has accomplished great success in the past ten years and it has many plans to grow in the future. Its popular Big Fire label has been praised as a high quality wine for a very reasonable price and has gained much attention worldwide. Since it started in 2002, R. Stuart has shown a strong commitment to supporting local organizations in its community. Its most recent event was the Good Soup supper it co-sponsored to benefit the local St. Barnabus Community Soup Kitchen. While this winery has established a strong reputation in McMinnville, not many Portlanders know about this winery. A feature article in your magazine would inform all of your readers about this winery. Your readers need to check them out because R. Stuart is sure to make an impact in its next ten years in the industry and become a lot more involved in the Portland Community.

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This will also be a timely feature story for your readers because next month R. Stuart plans to extend its involvement to the Portland area by partnering with the Doug Fir Lounge to organize a fundraising wine tasting and dinner with the proceeds going to the Oregon Humane Society (OHS). Portland favorite, Pink Martini, has also agreed to play at the event. A fundraising event like this will be of high interest to your readers and they will be eager to attend this event to check out the winery featured in your magazines article. I can provide you a full list of local organizations R. Stuart has supported in its community and other information about the impact it has made in McMinnville. Maria Stuart, co-owner and director of marketing, is available to talk about its involvement in the past ten years as well as comments about the upcoming event to benefit OHS. If you need any additional information about R. Stuart or event details, please let me know. I will call you later this week to discuss your possible interest in this story about R. Stuart and the upcoming fundraising event. Thank you for your time and consideration. Sincerely, Brenna Patterson Media Relations Manager R. Stuart & Co. 528 NE Third Street McMinnville, Oregon 97128 (541) 520-8808 brennap@rstuartandco.com

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PSA 60 SECONDS

DID YOU KNOW THAT THE OREGON HUMANE SOCIETY ADOPTED 11,521 ANIMALS LAST YEAR? THAT IS 3 TO 4 TIMES MORE THAN THE NATIONAL AVERAGE. HOW DID THEY DO IT? THROUGH THE SUPPORT OF PEOPLE JUST LIKE YOU. DO YOU WINE, DINNER AND LIVE MUSIC? THATS RIGHT. SATURDAY, JUNE 16TH AT TOLD YOU IT COULD BE AS EASY AS ATTENDING AN EVENT THAT FEATURED WANT TO IMPACT THESE STATISTICS AND HELP ANIMALS IN NEED? WHAT IF I

5:30PM, R. STUART AND CO., A WINERY FROM MCMINNVILLE, IS HOSTING A FUNDRAISING EVENT AT THE DOUG FIR LOUNGE WITH WINE TASTING FROM THE DOUG FIR RESTAURANT, AND LIVE MUSIC FROM PORTLAND

FEATURING THE RELEASE OF R. STUARTS 2011 BIG FIRE DRY ROS, A BUFFET FAVORITE, PINK MARTINI. TICKETS ARE 35 DOLLARS, WHICH INLUDES ONE WINES. ALL PROCEEDS GO TO BENEFIT THE OREGON HUMANE SOCIETY. TO PURCHASE A TICKET ONLINE AND LEARN MORE ABOUT THE FUNDRAISING EVENT, VISIT WWW-DOT-RSTUARTANDCO-DOT-COM-BACKSLASH-O-H-SFUNDRAISINGEVENT. FLIGHT TASTING, DINNER AND A 20 PERCENT DISCOUNT ON ALL R. STUART

Brochure Copy

1- Front Cover Heading: R. Stuart & Co. A Winery. Sub Heading: Experience the Culture. Taste Big Fire. Join the Family. Image: Image of young adults sitting in wine bar drinking Big Fire. Secondary Subheading: Discover Who We Are and Whats Inside 2- Inside Front Panel Heading: Experience the Culture Image: Illustration of the house rules that is up on the website and on the wall of the wine bar. 3- Inside Left Panel Heading: Discover Subheading: A little bit about who we are Subheading: Our Beginning Body Copy: Established in 2002, we started the winery in around our strong passion for
wine; imagined a winery where the quality of wines are consistently high, but their price isnt. One where the growers are honored for the hard work they do and where customers are welcomed as friends.

Subheading: Our Focus Body Copy: Pinot noir, pinot gris and brut sparkling wine. Our Big Fire label is our
everyday wine. Our more traditional R. Stuart and Co. label is for our classic pinot noirs.

Autograph is our benchmark pinot noir. Taste our wine and visit our wine bar to experience what we envisioned when we started this adventure. Check out our website at www.rstuartandco.com to discover even more about who we are and what we do.

Image: Photo of the three owners in the winery. Rob Stuart, Maria Stuart and Trisha Rogers Ridgeway. 4- Inside Center Panel Heading: Taste Subheading: Big Fire (logo) Image: Illustrations of the Big Fire pinot noir, Big Fire pinot gris, Big Fire dry rose. Body Copy: Your friends have gathered at your house on a Saturday night for drinks and appetizers and you share it with them. Early Sunday evening, you pair it with a lovely meal youve just cooked to enjoy on your front porch. Big Fire will be there for every occasion. Its the everyday wine that you will want to keep around. The best part? Its priced right, so you can afford to enjoy it every day. Subheading: PINOT NOIR Body Copy: Rich chocolate, dark berries, fragrant new cherries and sinfully creamy texture. Subheading: PINOT GRIS Body Copy: Crisp fuji apple, Seville orange zest, and a hint of white peach blossom make this crisp wine irresistible Subheading: DRY ROSE Body Copy: We make this wine because it's what we love to drink in the summertime. The Big Fire Dry Ros is delicious and crisp and tastes of crushed Oregon strawberries. Yum! Subheading (call to action): Taste Big Fire

Body Copy: Order yours online at www.rstuartandcostore.com or find a store where Big Fire is sold near you.

5- Inside Third Panel Headline: Join Us Image: Photo of R. Stuart & Co. Wine Bar sign Subheading: Location Body Copy: Third Street in downtown McMinnville. Drop in to taste, or linger over a glass with small plates that match perfectly with your chosen wine. Subheading: Variety Body Copy: Local microbrews, coffee from our favorite Portland roasters and Wi-Fi. Everyone can enjoy themselves at our wine bar. We also hold many events monthly www.rstuartanco.com/category/events/ Subheading: Getaway Body Copy: Gather with your friends and family for any occasion; a weekend trip to get out of the city, celebrate a birthday with your closest friends, or hold your monthly book club. Subheading: Philosophy Body Copy: We believe in celebrating good food and good wine with good friends. Come join us. Take a visit out to McMinnville to meet the R. Stuart family and experience our culture. Subheading (call to action): Come See Us Soon! 3

6- Back Cover Image: Illustration of R. Stuart and Co. logo. Subheading: Winery, 845 NE 5th St. McMinnville, Oregon 97128. 866/ 472-6990 Subheading: Wine Bar, 528 NE Third St., McMinnville, Oregon 97128 866/ 472-8614. Body Copy (hours): Sunday through Wednesday: 12- 6 Thursday, Friday, Saturday: 12- 8 www.rstuartandco.com Connect With Us Image: Facebook, Flickr and Twitter logo at bottom of page.

Experience the Culture

WINERY
845 NE Fifth Street McMinnville, Oregon 97128 866/ 472-8614

Experience the Culture Taste the Big Fire Join the Family

WINE BAR
528 NE Third Street McMinnville, Oregon 97128 503/ 472-4477

Sunday through Wednesday: 12- 6 Thursday, Friday, Saturday: 12- 8

www.rstuartandco.com
Connect with us

Discover Who We Are and Whats Inside

Discover
Our Beginning Established in 2002, we started the winery in around our strong passion for wine; imagined a winery where the quality of wines are consistently high, but their price isnt. One where the growers are honored for the hard work they do and where customers are welcomed as friends. Our Focus Pinot noir, pinot gris and brut sparkling wine. Our Big Fire label is our everyday wine. Our more traditional R. Stuart and Co. label is for our classic pinot noirs. Autograph is our benchmark pinot noir. Taste our wine and visit our wine bar to experience what we envisioned when we started this adventure. Check out our website at www.rstuartandco.com to discover even more about who we are and what we do.

Taste

Join Us

Your friends have gathered at your house on a Saturday night for drinks and appetizers and you share it with them. Early Sunday evening, you pair it with a lovely meal youve just cooked to enjoy on your front porch. Big Fire will be there for every occasion. Its the everyday wine that you will want to keep around. The best part? Its priced right, so you can afford to enjoy it every day. Pinot Noir Rich chocolate, dark berries, fragrant new cherries and sinfully creamy texture. Pinot Gris Crisp Fuji apple, Seville orange zest, and a hint of white peach blossom make this crisp wine irresistible. Dry Ros We make this wine because it's what we love to drink in the summertime. The Big Fire Dry Ros is delicious and crisp and tastes of crushed Oregon strawberries. Yum!

Location Third Street in downtown McMinnville. Drop in to taste, or linger over a glass with small plates that match perfectly with your chosen wine. Variety Local microbrews, coffee from our favorite Portland roasters and Wi-Fi. Everyone can enjoy themselves at our wine bar. We also hold many events monthly www.rstuartanco.com/category/events/ Getaway Gather with your friends and family for any occasion; a weekend trip to get out of the city, celebrate a birthday with your closest friends, or hold your monthly book club. Philosophy We believe in celebrating good food and good wine with good friends. Come join us. Take a visit out to McMinnville to meet the R. Stuart family and experience our culture. Come See Us Soon!

Co-Owners Rob Stuart, Maria Stuart and Trish Rogers Ridgeway

Taste Big Fire

Order online at www.rstuartandcostore.com or find a store where Big Fire is sold near you.