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Slide1

Consumers Love Bulk Wine

Emerging techniques for navigating fine wine obstructions in the distribution channel

Damien WilsonSlide2

Damien WilsonHamel Family Chair with the Wine Business Institute

As the fine wine market veers towards overflowing, and the slow decline continues in wine consumption per capita in the US, what can the bulk wine market do to penetrate the interests of consumers? While new tools are not the wine sector’s savior, they are an essential prerequisite to gaining power over the distribution channel. Understanding how, and what, to use as a means to sell bulk wine is the key to success in the modern market.Slide3

Synopsis of the Wine Market

Fine v Bulk wine language

Sales Strategies by distribution channel

Today’s ScheduleSlide4

Let’s give you a chance to interact

…Time to contribute to the presentation at Sli.do event #U478Slide5

First task is to answer my question …

Your Responses will Appear on My Screen Search for sli.do in your smart device browserClick on the event field, and type in

#U478Click join

Type your answer(s) to the poll

on ‘Which responses do you experience in your efforts to sell bulk wine?’

I’ll give you a couple of minutes to post your answers

….

Your answers will help me focus on what you want to hear from this presentation...Slide6

Once you’ve responded to that poll…

Then You may post questions Throughout the Presentation…Click on the Questions tabType your question to me under the question tabVote up the questions you want

I’ll look over the questions at the end of the presentation

So let’s get going on that wine market illustration…Slide7

Synopsis of

the Wine MarketWine ImportsMarket TrendsInsights

Source: Wine and VinesSlide8

Wine Imports

Sources: BW166US Wine Market grew from US$37-Billion to US$44-Billion [+18.9%] between 2011 and 2016 (Euromonitor)

Wine Imports to the US grew in value from $4.2 to $5.5Billion [+31%], between May 2011 and May 2017 (BW166

).What do these values tell us? Slide9

Bulk Import Implications

Insights: Wine Business InstituteLet’s look over the bulk wine import marketFirst peak – 1996-98

Supplement supply shortfalls due to rapid demand growthSlide10

Bulk Import Implications

Insights: Wine Business InstituteSecond peak – 2004-06Australia overshoots the markGrowth overestimates lead to flooding of supply and plummeting prices

Why did 2008 see a decline?Slide11

Bulk Import Implications

Insights: Wine Business InstituteThird peak – 2011-12GFC RecoveryThe bulk market is better established to supply demand increases as fine wine

premiumizes faster than consumer progressSlide12

To the Retail Wine Market

….

Source: Nielsen Total U.S. All Outlets (xAOC + Liquor Plus + Conv + Military); 52 w/e 6-17-2017 (Bubble = Annual $ Size); Total Wine Slide13

Note Rosé’s location

Source: Nielsen Total U.S. All Outlets (xAOC + Liquor Plus + Conv + Military); 52 w/e 6-17-2017 (Bubble = Annual $ Size); Table Wine/SparklingSlide14

Insights for Bulk Wine

Implications from bw166 & NIELSEN Wine Business InstituteRosé has been touted as a savior for more than 10 years.These, Sparkling, Red Blends and Sauvignon Blanc all driven by demand for new styles

New consumers, and economic

contraction both result in apparent trading downMacroeconomic impacts drive the bulk wine market

Bulk wine supply is best placed to cater to these trendsSlide15

More and More bulk wine is being brought into the US than ever before

…Slide16

Language used by wine consumers

Observations by the Wine Business InstituteSlide17

But language used by wine trade…

Observations by the Wine Business InstituteSlide18

Language for bulk wine consumers

Implications from the Wine Business InstituteTech-speak doesn’t attract wine consumers. We’re speaking another language to them…Yet volume consumed continues to grow

But new consumers outpacing those ‘trading-up

’Consider p

roducts like flavored wine, which appears effective for ‘on-boarding’ new consumers.

New consumers rely on consistency and familiarity

Avoid ‘trade terminology’.

Consumers begin with color, style, variety

Focus on frequency and frivolity of wineSlide19

So how do we sell it?

Luckily, the market wants it

Supply can’t keep up with demand

But fine wine advocates beg to differ

Because this is who

many of us

deal with

Isn’t

premiumization

the enemy of the bulk wine sector?

How do bulk wine producers counter this perception?

Let’s look at your

sli.do

responses

…Slide20

No-one ever wants to pay more moneySlide21

Not your style?Slide22

Not

enough

product?Slide23

Unheard of?Slide24

The

Macroeconomy drives much of the activity in the Bulk wine market

Use national trends to make product decisions

Focus on larger distributors and retailersTurnover and margin potential in growing demand

Use buyer resistance responses as product strengths

To Conclude

Presenter

Damien Wilson

:

Hamel Family Chair

of the

Wine Business InstituteSlide25

Let’s

close

with

your questions…

D

amien.Wilson@sonoma.edu

Presenter

Contact Details

Damien Wilson

:

Hamel Family Chair

Social

Networks: @

WineBusProfSlide26

Founding PartnersSlide27

Media PartnersSlide28

Sponsors and Partners

By: test
Views: 39
Type: Public

Consumers Love Bulk Wine - Description


Emerging techniques for navigating fine wine obstructions in the distribution channel Damien Wilson Damien Wilson Hamel Family Chair with the Wine Business Institute As the fine wine market veers towards overflowing and the slow decline continues in wine consumption per capita in the US ID: 629295 Download Presentation

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