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Katrina-Devastated Wine Bar Toasts to a New Beginning

Jun 13, 2007 16:30 ET

The Wine Loft Chooses Ad Giants' Brand Management Solution to Help Rebuild

DALLAS, TX--(Marketwire - June 13, 2007) - The Wine Loft, an ultra-chic wine bar in Louisiana that was destroyed by Hurricane Katrina, has announced that it has recovered, it is franchising at a rapid rate and it has selected Ad Giants' brand management system as an essential aid to its franchise expansion.

"The decision to go with Ad Giants' One System™ was a well-planned strategic marketing approach to help us scale," said Jason Doyle, CEO of The Wine Loft. "We believe that the franchisor should be the support hub for franchisees. That means developing strategic solutions and empowering the franchisee to execute those strategies. The system allows our franchisees to share our library of ads while providing us (the franchisor) with the comfort that the brand will maintain parallel, consistent integrity. The system is invaluable!"

Headquartered in Baton Rouge, Louisiana, after being uprooted from New Orleans, The Wine Loft currently has three locations in Louisiana and two in Alabama. Before the end of 2007 they will have eight locations, including Nashville, Dallas and Houston. In 2008, The Wine Loft projects new locations to open every six weeks.

"The single resonating focus that was consistent in developing our franchise program was that franchisees always need to feel they have the necessary support from the franchisor to operate successfully," said Doyle. "With Ad Giants, we have the soil that will allow our grapes to grow."

The Wine Loft chose Ad Giants as a primary tool in creating a new marketing strategy, while offering campaign and brand management in a corporately controlled environment. Marketing technology tools like the ONE System help maintain brand integrity in today's marketplace because they assist swiftly growing companies like The Wine Loft in creating a consistent message and look across the company.

The Wine Loft is an upscale Wine Bar offering more than 70 wines by the glass and 250 by the bottle. The Wine Loft also serves a full bar and cuisine that complements its wine menu. Its menu and relaxed, urban-chic atmosphere have been integral to its success.

"I spent years in full service restaurants. The business became more competitive, recruiting competent upper-level management became increasingly more difficult and profitability shrank. That's when I decided to grab on to the wine bar craze that was sweeping through the nation and scale via a franchise model," said Doyle. "The Wine Loft is fun and swanky. It makes people want to relax and enjoy the atmosphere."

The Wine Loft's business model has been refined and proven in several markets. Jason Doyle insisted on the importance of offering a first-class franchise program.

"The Wine Loft is a company committed to the growth of its business, its people and its communities," said Ad Giants president and CEO David Farmer. "We have formed a great partnership and are pleased to be a catalyst for The Wine Loft's rebuilding process and continued success."

Ad Giants helps companies brand globally while marketing locally, which ultimately saves them time and money. "The ONE System will allow The Wine Loft to streamline their marketing efforts while offering their franchisees one more tool for success," said Farmer.

About Ad Giants

Ad Giants' easy-to-use ONE System™ simplifies brand management and marketing material distribution, especially for large franchised or de-centralized companies. This customizable Web-based application, built by advertising veterans, maintains corporate control over brand consistency while providing local users with quick, easy, inexpensive turn-around for local ads and marketing materials. It's the most cost-effective system available for branding globally while marketing locally.

About The Wine Loft
The Wine Loft is an upscale wine bar offering more than 70 wines by the glass and 250 by the bottle. The original wine bar opened in New Orleans in 2003, but was forced to relocate in the wake of Hurricane Katrina. With its new home located in Baton Rouge, Louisiana, connoisseurs and the wine-uninformed alike can look to The Wine Loft to expand their horizons comfortably and casually. The Wine Loft capitalizes on the wine bar craze sweeping through the nation by offering a first-class franchise program.

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