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$1,541 pledged of $35,000 goal
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By Brian Haghighi
$1,541 pledged of $35,000 goal
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About this project

Greetings!

Fund raising of any sort is sticky business.  Often times it's conducted in such a way that leaves the contributors with a sense that something has been taken from them. I don't want this to be that type of campaign.

This campaign is about more than raising money, about more than a new paradigm for wine.  This campaign is the beginning (or continuation?) of a narrative about life.  We've all been taught to think a certain way about the world, whether it be in wine, government, education, you name it.  And too rarely do we step back to question these things that we've accepted as absolute.

That's what innovation is.  It's the process of questioning the foundational notions of what defines our reality.  It's asking how thing's can be different.  How they can be better.

This is the story we find ourselves in. This is the story we are all a part of.  And as always, we have a tough choice to make.  Do we, together, step into this new narrative, or do we accept the shades of grey that confine our experience.  

Come on! Let's jump in!

-Brian

The Project:  An Introduction

Please note that we are not allowed to give away wine as rewards.  If you are interested in trying our wine and don't live in the San Diego area, go to our website and pick from our currently available selection.  Have fun!

californiafruitwine.com

Mission: To change the wine world by creating innovative and well-balanced wines that are easy to understand and exciting to share. 

(d) Fruit Wine - Wine handcrafted from fruit other than grapes.

Fruit wine opens up limitless possibilities within wine. When you make wine from fruit like strawberries, blueberries, raspberries, etc, you get all character from those fruits in the finished wine. Imagine the different tastes and aromas. The different vitamins and health benefits. The possibilities for pairings and cooking and experiences. Imagine how this could revolutionize our cuisines, our social gatherings, our leisurely activities. And if that isn't enough, fruit wine benefits from being easy to understand.  No french names.  No talk of vintage or appellation (region). Just an easy to understand product that has been artfully made yielding an all-natural, premium product that adds variety while maintaining simplicity. Our wine world right now, is black and white. We want to to introduce color.

Enter San Diego. A city that is in the middle of a craft beverage renaissance. New breweries are popping up all the time, each with their own style, each given to experimentation, each embracing innovation. And they are popular for good reason. San Diegans love to try new things. San Diegans are also more sophisticated consumers preferring craft to commercial. We come from this culture of experimentation and therefore we fit well in it.

The Company, The Product, A bit about us

Over the last three years we’ve poured wine at dozens of events, attracted thousands to our tasting room, and have begun to distribute to major retailers.  We’ve recently expanded our operation, purchased new tanks and have nearly all of the equipment needed to produce 20,000 bottles of wine a month.

At Tasting Room during our Grand Re-Opening in November, 2012.  Over 250 people through the night.  This is how all of our monthly "Release" parties look!
At Tasting Room during our Grand Re-Opening in November, 2012. Over 250 people through the night. This is how all of our monthly "Release" parties look!

Wine today is out of touch with the consumer. It's too bitter, too oaky, and too out-of-balance.  

We believe fermented beverages should be easy to drink, enjoyable - even refreshing.  Instead of covering up the fruit with oak or, on the opposite-side, turning the wine into sugar syrup, we strive for well-balanced, fruit-forward, crisp wines.  And since everybody has different preferences, we offer a large variety. You’re not going to necessarily like all of them.  But you’ll fall in love with one or two.

Creative shot at our Tasting Room!
Creative shot at our Tasting Room!

And if that’s not enough, these wines are good for you too.  We use the whole fruit, many of them “super” fruits, and so those wines are vitamin rich (nutritional analysis to be conducted after funds received).  Think about it blueberries, pomegranate, cherries.  You see where I'm going with this?

Not long ago, we knew very little about wine.  We lacked experience and so we were told what to like.  Well we believe people should learn to trust their own palate.  Starting this business was our challenge - not just to the the powers that be in wine, but to the powers that be in all industries, all institutions.  We deserve the right to decide what to like.  This is what motivates us.

Check out our PRINT NEWS coverage here!

Check out our MORNING NEWS coverage here!

Check out our REVIEWS here!

The frē-bē line and Kickstarter

We are turning to our network and the Kickstarter community to help us release our new line of wines frē-bē, emphasizing the health benefits of each of 4 different wines: pomegranate, blueberry, raspberry, and cranberry.  In addition to further branding and product packaging, the funds will pay for the nutritional analysis of each of the four wines.

The funds that we hope to raise are great.  But what’s even more helpful is using Kickstarter as a way of introducing our product, a way of telling the whole story.  To that end we'll be rolling out new content over the course of the campaign to help educate the world about fruit wine and communicate its merits.  If you'd like to be a part of this story we are telling, contribute so you can stay in the loop.  A simple $5 is outstanding, because the total number of backers is a lot more important to us than the dollar amount.

The record in the food category for the highest number of backers is 4,097.  It'd be pretty sweet if we could break that!  Although to be in second place we only have to beat 2,632.  Either accomplishment will say a lot!  So feel free to jump in at any amount. This will be a 6 week campaign.  We have a clear road-map and clear benchmarks of where we anticipate to be at the end of each week. 

Here's a breakdown of what we are raising the funds for.  $35,000 is our stated goal, but as you can imagine, if we raise more, we can  make an even bigger splash!

Breakdown by Item

fre-be Brand Development ($7,500)
We have come out of pocket for the preliminary work on the fre-be brand.  But much more is needed. 
Bottle/Label Design for all 4 fre-be wines $4,000
Brand Website $1,500
Lab Nutritional Analysis for wines $2,000
TOTAL$7,500

fre-be Packaging Costs ($27,500)
Over the last three years we’ve conducted the needed market research.  This fre-be brand will be the entrance into the broader marketplace.  We need high-end custom and professional packaging for the whole line (20,000 bottles or 1,600 cases)
Bottles $11,000
Labels $4,500
Hoods/Corks $4,500
Boxes $7,500
TOTAL $27,500

Promo Team ($5,000)
This would go toward the initial cost of helping push our product out to strategic locations in the marketplace.  Our promo team will help create recurring demand at particular establishments.
2 promo girls - 20 man hours/week x $15/hr x 16 weeks ~$5,000
TOTAL$5,000

Online Media Campaign ($2,500)
One of the best ways to spread the word about our product to our target demographic is through a strategic online media campaign.  This campaign will be largely “social” specifically aimed at getting people to “share” our engaging adds with people’s own networks.
Model for Photo Shoot $500
Photographer/Studio Time $1,000
Ad designs/development $1,000
TOTAL $2,500

One "e-card" that we've developed for our online advertising campaign
One "e-card" that we've developed for our online advertising campaign

Broader Advertisement ($7,500)
To date we haven’t had a budget for discretionary advertising.  Raising this amount will allow us buy multiple impression in a short period of time in a strategic area.
Print Advertisement $2,500
Online PPC Ads $2,500
Other Promotional Material $2,500
TOTAL $7,500

Custom Bottle Shape/Color ($25,000)
If we raise $75,000 we’ll make the much desired move to custom bottle shapes and away from the generic stock bottle shapes.  This will go a long way in standing out.
Die $3,000
Minimum Order $33,000=100,000 bottles @ $.33
Minus Stock Bottles-$11,000
Total $25,000

Equipment ($25,000)
Although we have upgraded our equipment recently, we still have a few items out of date.  Acquiring these pieces of equipment will increase our efficiencies, quality, and yield.
2-Ton Fruit Press - 10% more yield.  Increase efficiencies by 400% ($19,000)
Automatic Fruit Crusher - 10% more yield.  Increase efficiencies by 400% ($6,000)
Total $25,000

http://youtu.be/vW8HICe97sU

http://youtu.be/4vDQqrPMi-c

http://youtu.be/gUAQLuV2kVg

Exclusive wine at an event with Mayor Jerry Sanders
Exclusive wine at an event with Mayor Jerry Sanders
Exclusive wine served at the Hillcrest Block Party, the night before the Pride Parade.
Exclusive wine served at the Hillcrest Block Party, the night before the Pride Parade.
Exclusive wine at UT San Diego's Night and Day Festival in East Village.  We brought 6 cases of wine and ran out!
Exclusive wine at UT San Diego's Night and Day Festival in East Village. We brought 6 cases of wine and ran out!
Pouring wine at the San Diego Reader Feast.
Pouring wine at the San Diego Reader Feast.

Risks and challenges

Our challenges come in two forms. First, lack of awareness about our product. People aren't going to the store looking for fruit wine. Second, resistance from people within the wine industry. Our product is a disruptive product, which means the industry isn't going to welcome it with open arms. So our challenge is to communicate to the consumer, the merits of our product and to get people within the food and beverage industry to "buy-in" to the new wine paradigm. It's a tall order. But we feel uniquely capable of accomplishing it.

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  1. Select this reward

    Pledge $5 or more About $5

    Admission for one to our February *Kickstarter Exclusive* Release Party to be held on Saturday, February 16th, 2013 from 4-8pm. Plus free high-five upon entrance.

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    Pledge $10 or more About $10

    Admission for one to our February *Kickstarter Exclusive* Release Party to be held on Saturday, February 16th, 2013 from 4-8pm. Two free high-fives. One up high. One down low.

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    Pledge $25 or more About $25

    Admission for one to our February *Kickstarter Exclusive* Release Party to be held on Saturday, February 16th, 2013 from 4-8pm. Plus a complimentary fist-pound from one of the owners. May not be used during other events.

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    Pledge $50 or more About $50

    Two crystal wine glasses with our insignia, custom-engraved with the names of your choice.

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    Pledge $50 or more About $50

    A wine club membership for one person which gets you access to VIP hours during release parties as well as other wine club specific events.

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    Pledge $75 or more About $75

    A wine tote bag plus two crystal wine glass with our insignia, custom-engraved with the names of your choice.

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    3 backers
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    Pledge $100 or more About $100

    A special edition "I helped Kick Start California Fruit Wine" t-shirt.

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    Pledge $250 or more About $250

    Naming a star is so 2005. Join us in 2013 and get your name etched on one of the 16 foot founders tables. You'll get a 12" x 30" section for your dedication. Or go into it together with friends and write all your names on it.

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    Pledge $250 or more About $250

    Wine party kit. 4 Glasses of wine with our insignia. A tasting paddle with 5, 4 oz decanters. Decanters can be engraved with 5 words of your choice (i.e. Smile, Drink, Laugh, Share, Enjoy).

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    Pledge $1,000 or more About $1,000

    A private facility reservation at our one-of-a-kind tasting room which includes wine and beer on tap, seating for 60, a 150 person capacity, a pool table, and a stage for musical performances.

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    Pledge $1,500 or more About $1,500

    Private in-home wine paring conducted by one of the owners. This is more than cheese and desserts. We can work with you and your food party of choice to plan a thorough wine-tasting experience and talk about the winemaking process. Tell us the names of your guest and we'll bring them each a custom engraved California Fruit Wine Glass.

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    Pledge $2,500 or more About $2,500

    "Custom Crush" wine-making service where you pick from our list of fruits and we'll make four cases of wine for you, custom labeled and all! Perfect for a wedding or other big celebration where you want to show off with something so unique. This is just the custom wine-making service. For legal reasons, you must buy the wine at wholesale cost. (Approximately $350 more)

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Funding period

- (46 days)