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Participation in a DTC Experiment

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From: Steve Brady <Steve@onqwines.com> Cc: Cyrus Massoumi <massoumi.cyrus@gmail.com> Subject: Participation in a DTC Experiment Sent: Thu, 30 Jan 2020 16:59:27 -0800 Sent (UTC): 2020-01-31T00:59:27.000Z Sent (America/Los_Angeles): 2020-01-30T16:59:27.000-08:00 Account: 62ca724fdabf40deba435e42eb88ef18 Gmail message: 16ff91c51f40b54f Thread: 16ff91c51f40b54f Message-ID: CAGf1tq_KpDyNkqJMJa0uCmZ3+ZvTAbqRZb5ABhT_GEe5rXOF_g@mail.gmail.com Body coverage: full Body format: markdown

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This is what I propose to send to Julien...

Hello Julien

Hope you are well.

I have been working with Cyrus Massoumi, the son of Hengemah Massoumi who unfortunately passed away recently. Cyrus now owns the vineyard and is doing major renovation to bring it up to a high standard. He is in the process of clearing all of the trees and pruning off Eutypa damage. The Jessup contract has ended and we are planning to continue making OnQ Cab from his vineyard.

But beyond that, Cyrus has amazing skills with internet marketing. He has worked for a number of large companies along with the US government. We have been collaborating on a project with OnQ where he is b uilding out a very large email list of people who will have an affinity to “cult” wines. He is buying these from Spectator, Enthusiast, and other high end wineries with the intention of marketing a few higher end wineries to this very large list.  Cyrus believes he can drive demand wineries would otherwise be unable to alone and market collectively a grouping of cult wines. He is looking for a few select wineries to participate with him where he would market their wines, essentially at no cost.   Wineries would get exposure of their wines where he would obtain SRP or potentially more. This is a very efficient way to market wine that can potentially eliminate distribution wineries can sell out, and/or can sell out at a higher prices. He doesn’t have the cost model worked out completely yet, but for now, thinking to charge 5% of sales to cover the marketing costs. As you have several high end labels you are working, you would provide him with the needed portfolio.

This is no risk and essentially no cost for you. Not sure how Scale is doing for you, but they only sold 50 cases into distribution for us last year.

I really need a better option for selling OnQ.

Have been impressed with Cyrus’s out of the box thinking and technical knowledge of IT systems and the internet, plus his determination to make a big change to the industry.

He is of the opinion wine marketing is very archaic, fragmented and ripe for a major change in marketing strategy.

Am copying Cyrus on this message in case you have questions for him.

Know we all struggle with the wine marketing side of the business so thought this might be something of interest to you as no risk and hardly any cost.

If you would like to participate, he would need the following from you for available wines:

  • SKU's
  • Vintages
  • Pricing
  • Wine specs

and tasting notes

  • Wine

ratings (if available)

  • bottle shots /

photos of wine

Best regards,

Steve