December 6th, 2023 – Penn Yan, NY — The New York Wine & Grape Foundation is now seeking proposals for a consultant to manage marketing efforts directed at consumers, trade, and media in select U.S. markets with the goal of raising brand awareness and sales of New York Wines. 

The New York Wine & Grape Foundation (NYWGF) was created by the State of New York in 1985 as a private, non-profit organization with a mission to “promote the world-class image of New York grapes and wines from our diverse regions to responsibly benefit farmers, producers and consumers through innovative marketing, research, communication, and advocacy.” The vision of the NYWGF is “to be the world’s premier region for cool and cold climate viticulture.” 

Over the past two years, NYWGF has been reimagining its role in promoting New York State wines within the U.S. to increase focus on consumer marketing strategies and tactics, in addition to its existing programming designed to engage trade and media audiences.

The increased focus on consumer marketing is a result of industry input, including feedback from regional marketing partners such as wine trails, tourism organizations, and other regional industry groups.

NYWGF is now seeking proposals for a consultant partner to manage its marketing efforts targeting consumers, trade, and media in select U.S. markets to raise brand awareness and sales of New York Wines.

NYWGF’s program takes a two-pronged approach to promotion: 1) to consistently elevate and amplify the overall ‘generic brand of New York Wines and 2) to assist individual wineries in the program to achieve their own brand and sales goals within key U.S. markets.

NYWGF seeks a consultant to assist in developing a comprehensive strategy for the next phase of its program evolution. This includes refining the process by which the annual marketing plan of activities is selected.

The consultant is also expected to:

• Increase overall awareness of the New York Wines brand and the brands of individual winery participants among consumers, trade, and media in key U.S. markets.
• Promote individual winery participants to help drive sales via retail, restaurant, and online channels in target U.S. markets.
• Identify marketing opportunities for individual winery participants interested primarily in sales via the Tasting Room channel and promotion of increased wine tourism.
• Work with NYWGF’s collaborative group of regional wine marketing organizations to execute a pre-determined number of priority marketing activities for key U.S. audiences.

The selected consultant partner will be contracted to engage with NYWGF on a one-year agreement for the period of April 1, 2024 – March 31, 2025. This agreement may be extended annually if efforts are successful.

Please note that all questions are due to NYWGF by December 22nd, and proposals are due by 5:00PM EST on January 19th, 2024.