Al

Yang Ci
eraBal
l
mer J
ess
icaWendt Mi
cheal
aSl
i
nd
Al
l
ieBr
euni
g El
i
zabet
hSar
bac
ker J
ordanGaal Mol
l
yHendr
ick
son
Al
i
sonWedi
g El
l
enNel
son J
ordanRi
pp Sar
aGr
is
wol
d

AmberDammen Emi
l
yMat
zke Li
nds
eySar
bac
ker Zac
kar
yPr
ops
t
Br
ockSul
l
ivan EmmaOl
st
ad Mar
iahMar
ti
n ZoeyRugel
Fi
onaL
ync
h MeganLauber

Adv
isor
:Sar
ahBot
ham

Uni
ver
si
tyofWi
sc
ons
in-
Madi
son
201
8Ex
ecut
iv
eSummar
y
INTRODUCTION
Founded in 1975, Hiram Hills Winery is an 800-acre
vineyard and winery located in Amarillo, Texas. Hiram
Hills Winery grows, produces and distributes a line of
wine producing over 300,000 gallons of wine per year
within the Texas Market.
After recently purchasing an additional 300-acre
vineyard that could not compete in the competitive
wine market, Hiram Hills Winery developed a new
market for their excess wine in order to increase sales
and add value to their bottom line.
Hiram Hills Winery introduces, GoodLife, a pre-
thickened alcoholic beverage to consumers with a
swallowing disorder. As the first-to-the-market pre-
thickened wine product, GoodLife provides consistent
texture and is offered in a standard 750 ml wine bottle.
MARKET ANALYSIS
Market Trends
• Annual per capita wine consumption in the United States
is 10.25 liters or 13.6 750 mL bottles
• 57 percent of Baby Boomers drink wine at a core
consumption, weekly or more often
• Merlot and Chardonnay are most popular domestic wine
types consumed
• Baby boomers, more than any other generation, have
both the time and money to spend on comfort, amenities,
entertainment and recreation
• 77 percent of Generation Xers’ still watch cable TV, the
news, etc.
• 48 percent of baby boomers are twice as likely as
millennials to be influenced by the popularity of an item
with which they have little experience

Market Size
It’s estimated that overall, six percent of the population has difficulties swallowing or has been diagnosed with
dysphagia or another swallowing disorder, and this condition becomes most prevalent after age 55. The primary
target audience for Good Life consists of consumers 55 and older in Florida and Texas. There are more than 800,000
individuals in this audience that live in Florida and Texas.

Audience Profiles
Charlotte Chardonnay
• 65 years old and has Dysphagia
• Lives in The Villages, Florida
• Retired orthodontist
• Struggles to swallow a glass of wine
with her friends
• Walks several miles each day with her
husband, plays golf and tennis
• Enjoys staying up to date on her kids via Facebook
• Watches the morning news and has a Facebook account

Barry Merlot
• 57 years old, swallowing difficulties
• Lives in San Antonio,Texas
• Retired senior pilot; his wife is a
Physician’s Assistant. They have an
annual household income of $165,000
• Spends freetime bike riding, golfing
and with family
• Watches the morning news and enjoys podcasts

1
Market Potential
Baby Boomers continue to propel wine consumption making up 30 percent of the wine category. 57 percent of baby boomers
drinking wine at least once a week. Sales for functional beverages hit $18.6 billion in 2015 and continue to grow as consumers
look for products to enhance quality of life as they age. Market research shows a strong potential for a ready-to-drink thickened
wine product. According to recent survey conducted by Swallow Solutions Inc, a producer of thickened juice beverages,
consumers in Texas consume more thickened liquids per resident, demonstrating a strong potential for Good Life. Six percent of
the population struggle with a swallowing disorder. Thickened beverages provide swallowing ease to people with undiagnosed
and diagnosed swallowing disorders, improving quality of life when consuming liquids. According to recent survey conducted by
Swallow Solutions Inc.,regarding quality of life issues, 70 percent of people with swallowing disorders have interest in a thickened
wine or other alcohol product.
Need for Product
GoodLife will appeal to Baby Boomers and Generation Xers who are looking to enjoy an alcoholic beverage with ease and
comfort. Consumers in these demographics appreciate normalcy and the ability to enjoy the finer things in life.

COMPETITIVE ANALYSIS
Good Life enters the U.S. wine market as the only pre-
thickened wine product. With the patented technology, Good
Life is a premium product with a smooth, silky, exceptional
mouthfeel that cannot be offered elsewhere.

Direct Competitors Price Points of differentiation

Thickeners you can add to alcoholic beverages (per mixed fl oz.)

Direct competitors include powdered thickeners, in small

canister and sachet form, that can be added to alcoholic • Premixed and convenient
• Easy to swallow/consume due to consistency
and non-alcoholic beverages. Good Life has an advantage
• Made with high quality wine
over these add-in powders because of the patented
• Smooth, silky, exceptional mouthfeel
thickening technology that creates a smooth, easy-
swallowing wine with exceptional flavor and character.
Slõ drinks $0.06

SimplyThick $0.09
SWOT Analysis
Thick & Easy Powder $0.07

Thick it - Thickeners $0.07 Strengths Weaknesses

• First-to-the-market • Low product aware-
Thik & Clear $0.09 • Pre-thickened ness
• Specialized • Difficulty to move
Indirect Competitiors • Credibility into other target
Pre-thickened, other non-alcoholic beverages
• Uniform quality audiences
As there are no ready-to-drink thickened wine beverages, • Abundant grapes
indirect competitors include ready-to-drink thickened juices
and other non-alcoholic beverages.
Thick it $0.23

$0.11
Opportunities Threats
Swallow Solutions • Contingency to • Weather
additional alcoholic • Diseases, Pests
beverages (grapes)
• Targets niche • Emergence of shad-
audience ow products
• Perception

2
BUSINESS PROPOSITION ACTION PLAN
Strategy Statement Product and Positioning
Good Life is a first-to-the-market pre-thickened wine As the only ready-to-drink, thickened wine product,
product that provides consistent texture allowing people Good Life will introduce two varieties, Merlot and
with swallowing disorders to enjoy one of life’s simple Chardonnay, in standard 750 mL bottles. Good Life
pleasures. By offering an enjoyable pre-thickened wine has an exceptional taste and consistent texture which
in a standard bottle, the product provides added value gives customers a reason to choose it over mainstream
through a new market to winemakers, while fulfilling competitors. Good Life enhances the quality of life
the need for a pre-thickened alcoholic beverage to a for people with swallowing disorders by generating
consumer with a swallowing disorder. normalcy around one of life's simple pleasures -- a glass
of wine.
Assumptions
1. Hiram Hills Winery has purchased a foreclosed
Placement
winery that will provide enough acreage to supply
Good Life grape production for three years.
2. Good Life has been taste-tested and approved by
consumer focus groups for sale and consumption,
demonstrating a need for a pre-thickened alcoholic
beverage.
3. Hiram Hills Winery has the appropriate alcohol
licenses and is able to legally produce, distribute
and retail this product as a functional beverage and
can be shipped anywhere within the United States.
4. Hiram Hills Winery owns the patented Thickened
Wine technology that is FDA approved and used
in the production of Good Life wine that retains
freshness for up to 10 days after opening
5. Hiram Hills Winery has access to shelf space in
select retailers and has agreed to allow Good Life
adequate shelf space.

Three-year Roll-out

3
Promotion
TAGLINE: Let’s Be Social
TM
This tagline encourages the target market to bring a
ready-to-drink thickened wine to any social gathering.
Let’s Be SocialTM encourages discussion about swal-
lowing disorders with friends and on social media, and
living a normal social life with friends. This generates
consumer interest by celebrating a life of normalcy and
advances education about swallowing disorders, while
raising brand awareness. These initiatives capture the
attention of the target audience and serve as the theme
that unites the integrated promotional tactics.
CAMPAIGN: Happiest HourTM
This campaign emphasizes the wine-drinking experi-
ence by encouraging the target market to try Good
LifeTM wine at branded Happiest Hour events, includ-
ing concerts, wine walks, at restaurants and other social
gatherings. Brand ambassadors will travel with the Wine
Wagon to Good Life sponsored events, pour samples
and educate the target audience about drinking wine
with swallowing disorders. Additionally, as a promotion-
al initiative Good Life offers a no-cost, do-it-yourself
Happiest Hour Kit. This includes wine for sampling and
encourages broad-scale social events that are built
around Good Life wine. The Happiest Hour Kit will be
accessible via online request and includes information
about swallowing disorders and various party essentials.
The wine experience will continue at the winery with
samples and vineyard tours to incentivize how Good Life
benefits the quality of life.
Sip and Share
To incentivize normalcy in the thickened wine experi-
ence, starting in year two a Sip and Share package will
be available at Hiram Hills Winery and through Wine
Wagon appearances. The Sip and Share package in-
cludes a 10 percent discount on the purchase of at least
one Good Life wine and an additional Good Life wine
or another Hiram Hills wine of choice. Sip and Share en-
courages customers to be social with family and friends.
Personnel
Two brand ambassadors, who have experience with
swallowing disorders, will be hired to drive the Wine
Wagon, a mobile advertisement for the product. They
will manage Happiest Hour events and collect consumer
satisfaction surveys. The existing Hiram Hills in-house
marketing team will manage all launches, sales and
promotional events.
4
Earned Media and Public Relations
Strategic earned media initiatives in key channels will
tell the Good Life story and broaden exposure to mar-
kets in each launch region. These efforts will generate
an emotional connection with consumers in key markets
through education about swallowing disorders and help
raise awareness among influencers.
Social Media Marketing
Let’s Be SocialTMl. Facebook is the main social platform
that will be employed to raise awareness among our tar-
get consumers. Twitter is the main social media platform
that will be used to engage professional and medical
influencers.
Influencer Marketing
Motherboard will identify valued influencers and blog-
gers who will work with Good Life to construct and de-
liver key messages promoting the normalcy surrounding
purchasing and enjoying Good Life wine.
Digital Marketing The Good Life website will fea-
ture an e-commerce platform and educational materials
about ways to be social. It will also feature Good Life’s
vine-to-wine story and testimonials from customers who
have tried and are hooked on Good Life. The Good Life
Blog will establish thought leadership by featuring reci-
pes, food pairings and ways to enjoy time with friends at
any age.
Retail Promotions
To draw attention to Good Life and engage shoppers
in crowded aisles, creative point of purchase (POP)
displays and shelf talkers will be placed in select retail
locations. Bottle hang tags will be used to tell the story
of the brand and include educational information about
swallowing disorders. These strategies will begin in year
one and will continue into expansion years.
Paid Advertising and Direct Mail
Good Life will feature paid advertisements in regional
magazines, on Facebook and on local television and
radio stations in our rollout regions. Direct Mail will
be used to raise awareness and incentivize purchase
through print coupons and codes for online discounts.
We will further drive brand awareness through Facebook
and podcast advertisements.
Trade Shows FINANCIALS
Good Life will be featured at select trade shows to
broaden product awareness, attract retailers and pro-
mote sales. The Wine Wagon will visit these and other
key locations to promote Good Life.

Awards and Support

Good Life will compete for several awards at World
Beverage Innovation. These accolades will be leveraged
to enhance sales and generate new retailer relationships
and consumer interest.

Sponsorship
Good Life will be featured as a mobile advertisement on
golf carts at select golf courses in the target locations.
Additionally, the Good Life brand will sponsor concerts
and social events in target retirement communities.

Dysphagia Awareness/Give Back

Good Life will spend the month of June celebrating
National Dysphagia Awareness Month. Five percent
of the month’s sales will be donated to the Dysphagia
Research Society. This drives brand awareness by doing
well by doing good.

MONITORING & MEASURING