NEW HAMPSHIRE LIQUOR COMMISSION ANNOUNCES WINE AND WINERY OF THE YEAR AWARD RECIPIENTS

FOR IMMEDIATE RELEASE
(Free-Press-Release.com) February 18, 2011 -- CONCORD, NH – The New Hampshire Liquor Commission has recognized Sonoma-Cutrer Sonoma Coast and Cupcake Vineyards for their outstanding sales performance in 2010. Wine of the Year has been awarded to Sonoma-Cutrer Sonoma Coast and Cupcake Vineyards has earned the New Hampshire Liquor Commission’s Winery of the Year award.

“Sonoma-Cutrer Sonoma Coast and Cupcake Vineyards are models of successful collaborations between broker, supplier and the New Hampshire Liquor Commission Marketing Team,” explained Joseph Mollica, New Hampshire Liquor Commission Chairman. “We are proud of the great value they continue to bring to our consumers.”

Wine of the Year

Sonoma-Cutrer Sonoma Coast is produced by Sonoma-Cutrer Vineyards in Windsor, California. The wine began to shine at New Hampshire Liquor and Wine Outlets in 2009. By the end of the year, the product had built a strong foundation with over 4,000 units sold in the state.

In 2010, Sonoma-Cutrer Sonoma Coast sales increased 175% to over 11,000 units. New Hampshire Liquor Commissioner Mark Bodi contributes the success to meaningful dialogue between the Commission’s Marketing Team, Horizon Beverages and Brown-Forman Beverages. The New Hampshire Liquor Commission also increased distribution of Sonoma-Cutrer Sonoma Coast to many more New Hampshire Liquor and Wine Outlets.

“By collaborating, we were able to offer consumers aggressive pricing throughout
the year,” explained Bodi. “Sonoma-Cutrer Sonoma Coast was incorporated into
store sales and e-coupons which brought pricing down dramatically from $25.99
to $17.99.”

Sonoma-Cutrer Sonoma Coast boasts intense aromas of ripe apple dotted with

Cinnamon and clove. It is dense and concentrated, while simultaneously offering
a softer, sensual side in balance. The wine is an ideal pairing for shellfish and mild
goat cheese.

“Today, consumers are not looking for a heavily oaked wine,” stated Mark Morin, Vice President of Wine Division for Horizon Beverages. “Sonoma-Cutrer Sonoma Coast achieves a careful balance between acidy and oak that people really enjoy.”

The New Hampshire Liquor Commission and Horizon Beverages will release 375 mL and 1.5 L sizes in 2011.

Winery of the Year

Cupcake Vineyards is a collection of rich, smooth and elegantly textured wines from Monterey County, California. In spring 2009, Cupcake Vineyards Chardonnay was first introduced to select New Hampshire Liquor and Wine Outlets. Within the first year, it sold over 12,750 units. Sales tripled for Cupcake Vineyards Chardonnay in 2010 when it sold over 37,000 units confirming its popularity with New Hampshire consumers.

John Bunnell, Director of Marketing, Sales & Distribution at the New Hampshire Liquor Commission credits Cupcake Vineyards’ marketing plan. “Cupcake Vineyards launched an aggressive and creative campaign at several New Hampshire Liquor and Wine Outlets,” explained Bunnell. “They identified the cupcake phenomenon that was sweeping the country and used it to their advantage.”

To generate excitement around Cupcake Vineyards Chardonnay, Horizon Beverages utilized Southern New Hampshire University’s Culinary Institute to create mini cupcakes. The cupcakes were given away at New Hampshire Liquor and Wine Outlet highway stores. In addition, Horizon Beverages organized wine tastings where consumers could sample the wine.

The New Hampshire Liquor and Wine Outlets now sell five varietals across the state
including Cupcake Vineyards Malbec and Cupcake Vineyards Sauvignon Blanc.
This year, the New Hampshire Liquor Commission and Horizon Beverages are
Planning the release of Cupcake Vineyards Red Velvet.

About the New Hampshire Liquor Commission

The NHLC operates retail locations throughout the Granite State and serves more than 9 million customers each year. Visit www.LiquorandWineOutlets.com to locate a store, search for product availability, learn about monthly sales, review wine tasting schedules, and sign up to receive significant savings with monthly Email Extras.

More than $2 billion in net profits has been raised since the first store opened in 1934. NHLC is expecting to net an additional $2 billion for the state in the next ten years.