BRAND SUMMARY
1000 Lodi Lane, St. Helena, California 94574
main (707) 963-7108 orders (800) 354-8885
DecoyWines.com
History
Twenty years in the making, Decoy has evolved from a Duckhorn Vineyards second label to the perfect
and comprehensive entry-level luxury brand for the entire Duckhorn Wine Company portfolio.
• Decoy is a collaboration of all Duckhorn Wine Company winemakers.
• Decoy produces high-quality wines at remarkable prices.
• Fruit is sourced from distinguished vineyards.
• Decoy’s style is approachable yet complex wines that are ready upon release.
Tagline
The everyday wine for the well-informed.
Differentiating
Proposition
Wines
Pricing
Competitive Set
Key Accolades
On-Premise
Standards
Reds– Red Blend, Cabernet Sauvignon, Merlot, Zinfandel, Pinot Noir.
Whites– Chardonnay, Sauvignon Blanc. (screw cap)
Reds - $25.00 front/$19.99 feature. $15-18 btg. $45-55 btb.
Whites - $20.00 front/$16.99 feature. $12-13 btg. $35-45 btb.
H
K
OR
C
Cabernet Sauvignon/Merlot/Red: Sterling, Robert Mondavi, Kendall Jackson, Simi
Zinfandel: Seghesio, Rosenblum
Pinot Noir: La Crema, Frei Brothers, Acacia, Belle Glos
Chardonnay: Sonoma Cutrer, Ferrari-Carano
Sauvignon Blanc: Sterling, Robert Mondavi, Kendall Jackson, Ferrari-Carano
60% Off-Premise, 40% On-Premise
U
Sauvignon Blanc: 90 pts. - Wine Review Online v13
Chardonnay: 91 pts. - Wine Review Online v10
Red Wine:  - Excellent Restaurant Wine v10
Cabernet Sauvignon: 90 pts. - The Somm Journal v12
Merlot: 90 pts. Wine Review Online v12
Zinfandel: 90 pts. - Wine Enthusiast v12
Pinot Noir: 90 pts. - Wine Review Online v12
• Eye-level shelf placement in varietal sets next to competitive set.
• Decoy Chardonnay and Sauvignon Blanc in the cold box next to competitive set.
Acceptable Example:
2010 Decoy Sonoma County Cabernet Sauvignon. (preferred)
2010 Decoy by Duckhorn Sonoma County Cabernet Sauvignon.
Unacceptable Examples:
2010 Duckhorn Decoy Sonoma County Cabernet Sauvignon.
Neck hangers and shelftalkers with key accolades, descriptors and food pairings. Wait staff training cards. Case
Glorifiers and Pole Topper display piece.
E
N
Merchandising
Tools
For consumers looking for bright, approachable, accessible California luxury wines from one of the finest
American wine producers, Decoy wines over-deliver on QPR, each representing the finest values in Sonoma
County.
WI
Retail
Standards
Approachable elegance.
N
Channel
Strategy
Achieve 100% compliance with all National Account programs.
Expand PODs by 3X in all markets. Priority SKUs: Cabernet, Chardonnay, Pinot Noir.
Execute OND $19.99 features with side stacks/additional stock. No OOS!
Ensure that Decoy wines do not replace any existing DWC placements.
N
Brand Essence
1.
2.
3.
4.
A
Brand
Objectives
To be the #1 $20-25 super luxury wine brand by producing stylistically approachable wines at entry level
luxury pricing leveraging peerless Duckhorn Wine Company winemakers, fruit sources, and 30+ years of fine
winemaking know-how.
D
Core Strategy
P
PORTFOLIO WINES
Varietal
Red Wine
Cabernet
Sauvignon
Merlot
Zinfandel
Pinot Noir
Chardonnay
Sauvignon Blanc
2013
2013
2013
Michael Fay Bo Felton
Bo Felton
Renée Ary
Sonoma County
Sonoma County
Sonoma County
13.5%
13.5%
13.5%
Vintage
2012
2012
2012
2012
Winemaker - Dana Epperson in collaboration with:
Renée Ary
Renée Ary
Renée Ary
Don LaBorde
Appellation
Sonoma County
Sonoma County
Sonoma County
Sonoma County
Alcohol
13.5%
13.5%
13.5%
13.5%
Wine Description
D
Duckhorn
Duckhorn
This enticing
Vineyards has
Vineyards has been
Sonoma County
been exploring
crafting exceptional
wine highlights a
the complexity
Merlots since 1978. bright, red-fruit and
of Cabernet
Drawing on our
spice expression of
Sauvignon since
expertise working
Zinfandel.
1978. Decoy
with this varietal,
Cabernet
Decoy Merlot is a
Sauvignon offers a
lush and inviting
rich interpretation
wine.
crafted to be ready
upon release.
H
K
O
C
Decoy Pinot Noir Decoy Chardonnay
highlights a plush
explores the
and approachable diversity of Sonoma
expression of Pinot County. Stretching
Noir that is crafted from Cloverdale to
to be ready upon
Annapolis to San
release.
Pablo Bay, it
encompasses an
array of soil types,
elevations, and
terroirs, yielding an
appealing wine.
U
Duckhorn
Vineyards has
been crafting
Sauvignon Blanc
since 1982.
Expanding on this
tradition, Decoy
allows our team to
explore a different
expression of this
great varietal.
R
N
Displaying rich
color, soft,
seamless tannins
and enticing fruit,
our Decoy Sonoma
County Red Wine
offers a lush and
appealing
expression of
Bordeaux-varietal
winemaking.
Tasting Note
N
N
E
A
WI
This wine has
Alluring black
This appealing wine Aromas of dark fruit
Aromas of
This vibrant
Lovely layers of
boysenberry jam
cherry and
offers classic Merlot
are underscored
strawberry, cherry
Chardonnay
mango and papaya
and bramble
raspberry jam
aromas of ripe plum
by oak-inspired
and blueberry with
offers aromas of
are balanced by
aromas, as well
aromas, as well as and red cherry, with
notes of vanilla
hints of mushroom, lemon meringue,
notes of citrus
as hints of violet
more subtle notes
hints of caramel,
and clove. On the
lavender and
honeysuckle and
zest and orange
and spice. On the
of nutmeg, spice
white pepper and palate, flavors of ripe
white pepper.
vanilla. On the
blossom. On the
palate, lush red and
and chocolate.
graphite. On the
berry and bramble
On the palate,
palate, citrus flavors palate, this wine
black fruit flavors
On the palate,
palate, lush red fruit mingle with hints
balanced acidity
dominate with
is soft and velvety
are accentuated by
lovely layers of
layers are supported of Christmas spices and well-integrated
hints of tropical with flavors of white
well-proportioned raspberry and plum by excellent tannins
and mocha with
oak underscore
fruit contributing
peach, grapefruit
tannins while
are supported by
and seamlessly
polished tannins
the bright fruit
weight and texture. and melon leading
carrying the wine to excellent structure
integrated oak.
and lingering acidity flavors to create an
Excellent acidity
to a long, crisp
a long, finish.
and seamlessly
adding to a long, elegantly structured adds length to a
finish.
integrated oak.
satisfying finish.
wine.
crisp finish.
P